Packaging 1 Process

PACKAGING PROCESS

RESEARCH

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS RESEARCH

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On the morning of April 15, 1926, a young

aviator named Charles A. Lindbergh stowed a

bag of mail in his little DH-4 biplane and took

off from Chicago for St. Louis. Later that day,

he and two other pilots flew three plane loads

of mail from St. Louis to Chicago.

At the time, Lindbergh was chief pilot of Robertson

Aircraft Corporation of Missouri, which was the

second aviation company to hold a U.S. airmail con-

tract. It was one of scores of companies that

eventually consolidated to form the modern-day

American Airlines.

The consolidation began in 1929, when The

Aviation Corporation was formed to acquire

young aviation companies, including Robertson.

In 1930, The Aviation Corporation’s airline

subsidiaries were incorporated into American

Airways, Inc. In 1934, American Airways became

HISTORY

American Airlines, Inc. American Airlines is owned

by AMR Corporation.

AMR has ordered 460 new planes 260 A320neo from

Airbus and 200 737s from Boeing over the next 5

years and take options and purchase rights for up to

465 additional planes through to 2025.

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSRESEARCH

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30-60 YEARS OLD30-60 YEARS OLD

SUBJECT

AMERICAN AIRLINESNEEDS

DESTINATION EDUCATIONTARGET AUDIENCE

BUSINESS TRAVELERAGE DEMOGRAPHIC

MATURE ADULT

FINANCIAL DEMOGRAPHIC

UPPER-MIDDLE CLASSPRODUCT LOCATION

AIRPLANE5 KEY WORDS

BRANDING FOUNDATIONSCONSTRAINTS

LIGHT & COMPACT

125k+EFFICIENCEINTELLIGENCE

SIMPLICITY

SUBTLEUT I L I T Y

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The American Airlines International Destination Set.

This product educates and engages the client en

route to their destination using items specific drawn

from said destination. The item is presented as a

“flight gift” from American Airlines

With the rebranding of American Airlines comes a

higher price tag, and thus higher standard of client

expectation. When the client is flying 8+ hours non-

stop, a certain level of preoccupation is required. This

object of preoccupation should seem worth the initial

seat price, to the standard of the American Airlines

client, and be educational.

SOLUTION

PROBLEM

ICON

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS ICON

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LOGO 1“preferred mark”

LOGO 2“monogram”

LOGO 3“small size”

PR

EF

ER

RE

DR

EV

ER

SE

DB

LA

CK

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSICON

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FOR USE ON MEDIA WHERE THE LOGO, INCLUDING THE CLEAR SPACE, IS OVER 2” IN WIDTH.

1ST MARK GUIDELINES FOR USE

1X

0.3X

1.5X

1X

FOR USE ON MEDIA SPECIFICALLY FOR FIRST CLASS CUSTOMERS AND AMERICAN AIRLINES EXECUTIVES.

2ND MARK GUIDELINES FOR USE

1X

1.5X

FOR USE ON MEDIA WHERE THE LOGO, INCLUDING THE CLEAR SPACE, IS LESS THAN 2” IN WIDTH.

3RD MARK GUIDELINES FOR USE

1X

0.75X

BRAND STYLING

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS BRAND STYLING

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Aa AaGotham Bembo

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do ei-usmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehen-derit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789.,!@#$%^&*()-_=+?/

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789.,!@#$%^&*()-_=+?/

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nos-trud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�cia deserunt mollit anim id est laborum.

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSBRAND STYLING

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AM ERI CAN

AM ERI CAN

AM ERI CAN

AM ERI CAN

Bordeaux Red

Deep Sapphire Blue

Quill Ink Black

Steel Silver

C 26M 100Y 90K 36

C 100M 85Y 57K 56

C 100M 100Y 100K 80

C 5M 0Y 0K 40

PROCESS STAGE 1: SIZE

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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 1: SIZE

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The initial studies done for this first stage were based

on impact through size. The high expense of the

ticket merits many items in a large box.

GOALS

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 1: SIZE

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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 1: SIZE

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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 1: SIZE

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The size of the box is too large for the client to

interact with throughout the flight. The cost to cre-

ate each box is too high for the client to take, but

to awkward to request that it be left after the flight.

The box is too heavy to be used on an airplane. The

amount of items would prove clumsy once the client

begins interacting with them throughout the flight.

OBSERVATIONS

PROCESS STAGE 2: MATERIALS

2

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 2: MATERIALS

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The initial studies done for this second stage were

based on impact through materials. The size of

the box should be decreased. An expensive material

will compensate for the smaller form. Fewer items

should be included. Item and size interaction should

be simplified to be more convenient to the

space-limited client.

GOALS

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 2: MATERIALS

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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 2: MATERIALS

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2 inches in depth still proves clumsy for the client to

manage, especially with 1 hand. A lid that is not per-

manently attached is clumsy after opening. 3 items is

a good number providing enough interaction without

being overwhelming or excessive. Items seemed

overpackaged and there is much empty, unutilized

space. Wood is still heavy and storage for the product

still requires a lot of space.

OBSERVATIONS

PROCESS STAGE 3: FORM

3

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 3: FORM

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The initial studies done for this third stage were

based on impact through form. Attributes of “Intelli-

gence, Efficience, and Technology” should be applied.

All unnecessary space should be removed. Form

should be decreased to minimum possible depth. Ini-

tial “box” structure should be created by 1 sheet of

material. Should be light enough for client to use 1

hand for carrying. Should not use glue or adhesives.

GOALS

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 3: FORM

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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 3: FORM

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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 3: FORM

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The material appeared too cheap, and although the

thinness was an improvement, it was too thin and

needed a little more weight.

OBSERVATIONS

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS FINAL STAGE

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FINAL STAGE

F


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This final process stage should have more substantial,

but not excessive, use of materials. The American

Airlines blue should be utilized. Key artwork should

be utilized. Icons will define each of the categories

of objects.

GOALS

AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSFINAL STAGE

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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSFINAL STAGE

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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS SECTION

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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSSECTION

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Packaging 1 Process