Chelsi s THE BIRTH OF CHELSI S. Chelsi s CUTE CARTOON AMATIC SC

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1 Chelsi s Custom flavoured milk DESIGN PROBLEM While researching various milk packaging, I looked at different brands of milk in stores and how they were presented to consumers. I looked at various brands such as Masters, Chill, and Supashake. What I found was that milk packaging and flavours were tedius and boring. Many of the brands on the shelves were the same. Brands would copy each other and use similiar flavours, packaging ideas and compete with each other. I also noticed that in-store brands also used more disposable materials such as cartons and plastic bottles which looked mass-produced and cheap. The material selection often reflects on the company as it reflects on how the company treats their consumers and the amount of respect they have for them. THE BIRTH OF CHELSI S DESIGN Solution (objective) My design objective (also solution to this issue) is to design a milk packaging brand that embodies the oppositie of these milks. This means my milk brand should aim to be: Quirky Fun Creative Light Hearted Organic Real Earthy Innovative Interesting Engaging Unqiue My design should embody these traits as it get rid of the issue that is boring, tedius, mass produced milk. What I find is that products that stand out from other brand products tend to have something special and unique about itself. If I created a unique brand of milk, which embodies the objective traits above, I can produce milk that can be fun and interesting to milk lovers and the audience. Therefore my objective is to re-create milk to become more innovative, interesting and appealing to people. How CHeLSI s was born Chelsi s was the design objective result that I came up with to solve this design problem. Chelsi s is designed to capture all the traits listed above and aim to be more gourmet and natural in flavours. The name, Chelsi s uses a technique called sensory language in which a particular word or phrase, stimulates one of the five senses. In this case, Chelsi s is aimed to stimulate the sight, feeling, and taste of the five senses. The word, Chelsi s is stimulating of the five senses because it is a female name with an apostrophe that shows ownership. This depicts a personal feel to the brand, it feels more custom, organic, and real compared to brands such as Masters or Chill which is mass-produced. The personal appeal of the brand also enhances the image and feeling of a signature dish. A signature dish is often depicted as a person s specialised dish that they can only uniquely make. This is the image and appeal I am going for when using the name, Chelsi s as it enhances our five senses and engages in incrasing our appetite as it sounds delicious and home-made. TARGET AUDIENCE The target audience for Chelsi s : Foodies (Fan of Food) Milk Lovers People aged between Why target these people? Chelsi s is aimed to be an organic and gourmet milk and this is attractive to people such as Foodies because custom/gourmet flavours are appealing to Foodies as they provide interesting flavours and presentation. Since Chelsi s is providing a different range of flvaours than the generic flavours that in store brands offer, this will draw attention from milk lovers as they get to try various and interesting flavours of milk. As for people aged years old, many people around this age are beginning to open their preferences and judgements, thus are willing to explore and try new things- this includes gourmet milk. I think this is why these people are suitable target audiences for my milk brand. Logo design The logo design is aimed to look simple and easy to remember. It is composed of a pastel blue cloud and the use of white text and white cloud outline. The cloud design evokes friendliness as it is round and roundness is often seen as friendly. The symbol of the cloud itself is supposed to represent creativity, postivity, freedom and a sense of playfulness. The cloud symbol is further enhanced by the pastel blue colour of the cloud which evokes innocence, playfulness and fun. The white cloud outline adds an additional line element which enhances the overall design of evoking cuteness, innocence, dreaminess and playfulness. These particular emotions and feelings are apart of how I wish to portray Chelsi s--which is supposed to light hearted and playful. It is supposed to be gourmet, natural, organic and real yet at the same time, innovative, engaging, fun and light hearted. The innocence and playful ness of the logo design enhances the brand identity further and allows the design objectives to be achieved. The typography choice is a custom font, cute cartoon and amatic sc, which I have chosen for my logo design because it represents an organic, earthy, sentimental appeal for my logo and it also presents creativity and playfulness which is, again, enhancing the identity of Chelsi s. Chelsi s Custom flavoured milk C 45 M 15 Y 0 K 0 CUTE CARTOON AMATIC SC dafont.com/ 1

2 Chelsi s unique milk bottle GLASS BOTTLE One of Chelsi s unique design is the bringing back the classic vintage glass milk bottle. The reasons for this is simple. Glass is proven to make the contents within taste more pure and least recycled than plastic bottles and milk cartons Glass bottles are more expensive materials but in return, make consumers feel more respected and allow consumers to have a unique, exquisite Chelsi s milk experience. The milk bottle is re-usable and can be put to good use after drinking the contents within Milk bottle looks very gourmet and personal which shows that the brand is not mass produced. It also adds speciality as the glass enhances the personal and signature feel of the name, Chelsi s. The plan for the glass bottle is to print it the label on the actual bottle but will be set up as a transparent label as it is easier to set up in pre-press terms. foil cap The foil cap is to create visual interest and the on-the-go experience. Chelsi s is a drink that is supposed to be drunk immediately once brought or refridgerated then drunk in one go. This is because Chelsi s should be drunk when it is fresh so the milk tastes its best. The foil cap is designed for the purpose that people can easily peel off the foil cap or can use a straw to poke through it and drink from it. The foil cap gives a different experience of creativity and innovation which is an enhancement of Chelsi s brand identity. The foil cap is aimed to be heavy dute foil that vacucm seals its contents within. This is so it keeps the milk fresh and tasty, Once opened, the content is likely to spoil faster therefore Chelsi s is aimed to be drunk straight away once opened. Use of twine The Twine adds a more organic look to the milk bottle as it feels very unique and earthy. It also adds a sentimental and organic feel which reflects Chelsi s brand identity and design objective. The twine not only holds the straw in place, but makes the design more appealing to the audience as it looks homemade and gourmet. Straw addition The additional of the straw adds to the Chelsi s unique milk experience. For Chelsi s, it is all about the user experience and that they taste a gourmet selection of milk and experience first hand, the Chelsi s milk experience.. The straw has been designed that it has been trimmed to the bottle size height and one of the ends are sharper so that users can use it to poke a hold through the foil cap. 200ml This vintage glass milk bottle can only hold 200ml of contents. This is ideal beacuse... It is small, compact and can be conveinent for travelling It is aimed to be a product you can drink on the go or as a snack. Therefore a small portion is a perfect serving size. It is also small because it is also used for party functions in which this a conveinet size drink allowing for people to enjoy the party Gourmet creations are seen as precious and are usually served in smaller contents to look precious and special. The small bottle enhances its gourmet traits and preciousness. 2

3 Chelsi s milk Flavour experience bubble gum - cotton candy mixed berry matcha green tea Bubble gum cotton candy is categorized by its iconic blue colour and unique graphic alongside it. The graphic consists of a few duo colour gum balls, cotton candy and a marshmallow. These categorize the bubblegum flavour the best as bubble gum flavour is often associated with the colour cyan and pastel pink. I have added bubble gum as a flavour because I think this will be attractive to the younger audience (teens 16+) and that it is a unique and innovative flavour that no other milk brand has tried. Since no other milk brand has ever tried making this flavour, this is a further enhancement of the brand identity of Chelsi s as a unique, innovative, fun, organic and light hearted milk brand. I decided to add mixed berry as a healthy option. Mixed berry is supposed to be a berry milk smoothie that is a blend of real berries all mixed together into a blend of milk. For my selection of Chelsi s milk flavours, I want to provide a variety of milk flavours, ranging from healthy, organic, guilty pleasures, exotic/authentic, and gourmet experimentation. With this variety of flavour, it will allow an expansion of various types of foodies, and milk lovers allowing more users to drink Chelsi s milk product. The graphics further reinforce the cuteness, playfulness and fun of Chelsi s brand identity and what Chelsi s is all about. This is why I created the graphics alongside the flavours, this attracts a certain audience looking to go to tea parties, or elegant events, or simply hang outs. This is a cute drink that any foodie would treasure and enjoy since it is unique and playful. (Stereotypically many foodies are quite playful and experimental so the graphics are, in a way, reinforcing this personality). Matcha is one of those flavours that are organic and authentic at the same time. Matcha is an authentic green tea powder made from real green tea leaves. I added this drink in the selection to have variety. This drink is similar to a green tea milk tea, but with a more milky flavour. To represent the Matcha flavour, I decided to make a graphic on the traditional Matcha set used to make Matcha. Since the matcha set is very traditional, this reflects authenticity and culture, which is what Matcha is all about. This will attract foodies that enjoy authentic and cultural dishes and food (There are various types of foodies who enjoy specific types of food), thus expanding the target audience and future loyal consumers of Chelsi s. Chelsi s milk flavour experience exist of 6 unique flavours that will allow diverse sets of audiences because different people have different food preferences and allergy condtions. The 6 flavours can be for any age between These milk flavours will allow a diverse set of audiences expanding the future consumers of Chelsi s custom flavoured milk. 3

4 Chelsi s milk Flavour experience raspberry cheesecake chai latte` and orange hint banana & honey pancakes Raspberry Cheesecake is one of the guilty pleasure flavours like Bubblegum-Cotton Candy but one that dessert foodies would enjoy. Raspberry Cheesecake will be more of a milkshake combined with raspberries and cheesecakes. The ingredients of Chelsi s are more of a unique blend of natural ingredients which depict Chelsi s organic, real and natural identity. I want the ingredients to be fresh concealed by a vaccum seal tight foil cap. This way, users can drink Chelsi s millk on the go and drink it fresh and immediately. This is also why it is small as Chelsi s milk is designed to be drunk straight away. This flavour is one of the gourmet experimentations (or gourmet sets). This flavour is more coffee/caffeine based and combines various spices and flavours togehter such as orange zest and juice. This is more for the gourmet food lover who likes to try new foods and are not afraid to go on an adventure. It is also the type of food lover who loves to try various spices and herbs. For this graphic, I have decided to portray it as the traditional chai tea pot with the chai spices on the side and orange to show that there is a hint of orange inside. The point of these graphics is to aid the flavour identification to audiences. If the graphic along with the colour association is consistent, users will able to know what colour and graphic is what flavour. This flavour is more of a protein, breakfast milk drink. As I am providing variety, I want to try and expand to all kinds of foodies. I also thought that instead of just foodies, I am also targeting milk lovers and people aged 16-40, and I thought, these people could also be people who want breakfast on the go, or fitness protein people. This is a drink that is more suited for that particular audience (since my target audience is quite broad). This contains real pancakes, banana, honey, oat contents and whey protein. Just like the Raspberry Cheesecake, this might be more of a milkshakesmoothie that people can enjoy on the go or drink whilst relaxing alone or witth a friend. It can also be a drink for a party event. Either way, these milks are designed for any occasion and is aimed to not be too filling nor fattening. The Graphics of the flavours are reinforcing the Chelsi s brand identity by enhancing the playfulness, cuteness, fun and light heartedness of Chelsi s. The idea behond the graphics is to show audiences what each flavour is and what type of food it is (authentic, organic, guilty pleasure, gourmet delight, etc.) and show what ingredients are inside--all in a light hearted. creative, playful and fun method. 4

5 2 Chelsi s Carry case design Make sure the side flaps are facing opposite ways. 2. Combine the the main inner piece with the two other inner small pieces. 3. It should look like this and the side flaps of the main inner peice should still be in opposite ways. 4. Position the inner piece in the box and assemble the box by folding the box net in. 5. When you fold the box net in, trap the side flaps inbetween the foldings of the box net so that when the box net folds together to make the box, it will hold the main inner piece together. This will allow the user to carry the milk bottle carry case and use the main inner piece for that purpose. 6.Trap side flaps inbetween the foldings of the box net, and continue assembling the box. 7. The box is almost finished being assembled, just do the final folds. Then you can put the milk bottles in the carry case. 6 What it looks like put together with the design on The design of the carry case is designed to look colourful and reinforce the party, light heartedness, fun and creative appeal of Chelsi s. The carry case uses the pastel colours to reinforce the flavour s identification. The idea is to be consistent that the audiience will begin to recognise that a colour is associated to a particular flavour. This is also a custom designed carry case. 5

6 Chelsi s shipping carton design The shipping box size in comparison to an actual human Shipping box bottles layout is 4 x 3. This is how the 12 bottles will be layed For my particular shipping carton, I have designed a custom shipping carton box for the Chelsi s milk brand. The reason for this is because I am doing gourmet, fresh milk in glass bottles and this can affect the milk expiry date and life span. I have particular decided that the shipping carton can only fit 12 milk bottles (all on one level). These are reasons why: Glass bottles can be heavy, especially with milk contents within. Carrying more than 12 can be hurtful for the audience s arms (espeically if they do not work out or have health issues). Since the milk is fresh and gourmet- this means the milk has a shorter life span and earlier expiry date. For an average human, they may nto be able to consume that much milk in a short amount of time. (unless they are holding a big party but they can always just buy another carton) Relating to the last dot point, the milk needs to be refridgerated and stored in a cool place. 24 or 18 milk bottles can be difficult to store in the refridgerator as there may not be anough storage space. 12 is just a good enough number and can just fit in storage space. (if the audience wanted a smaller amount, they would either buy individual bottles or the carry case 6 pack). 12 is small number, but allows the box to be more lighter for anyone to carry. It also allows the box to be small and this aids in carrying the box and storing the box. 6 Shipping box net

7 Chelsi s: Bubblegum ad touchpoints App Adverts Despite how annoying app adverts can be whilst people play on their apps or use their apps- it can reach out to people. App Adverts are annoying when they pop up but it does work to reach out to people. App adverts allow people beyond the local community to see the product and know whats going on. Sometimes it may appear on the sidelines of the app the user is using, or appear as an ad that is on a related app. For example, the user may be using an app that is about milk. Therefore if this advert popped up, it would be relevant to the milk app because it is a milk advertisement. App adverts are flexible and can be on any app. The main reason I have chosen an app advert as a touchpoint is because it reaches a community beyond the local community. This is useful in expanding consumer networking. It does not have to stay local, as a business, Chelsi s needs to go beyond the locall community and build consumer connections someway. The internet is a fluid place where anyone can be on from where ever they are and this is a great place to get people from beyond the local community. shopping centre posters I have chosen a shopping centre because it is very convenient. It is convenient because it is in the place where you can buy the bottles. This type of advert invites spontaneous buys. If a person finds the bubble-gum flavoured milk appealing, they can simply go to the shop that sells the milk and buy it straight away. This is how this advert makes the product seem convenient. This is also a great place because this is where consumers come to buy things. Consumers are prepared to pay money when they come to a shopping centre (otherwise, why are they there?). This advert, even though invites spontaneous buys, it also informs consumers about this new flavour. If the consumer is not spontaneous, they can think about it and perhaps maybe buy it at a later stage. I also find that the shopping centre always contains various people. Foodies are likely to come to this place to buy food and groceries. Teenagers and adults will come to buy and hang out at the shopping centre. Anyone could be at the shopping centre and it is always full of people. This is a great opportunity to introduce Chelsi s bubble-gum milk and attract consumer attention. advert in a magazine Magazine adverts are also a great touchpoint place because it can target specfic audiences. What is meant by this is that certian people are subscribed to certain magazines. By placing a magazine advert in specific magazines, this can target specfic audiences. (as you are targeting the audience of that magazine). For example, if there was a foods magazine, where it showed a dessert or cold drinks edition, it would be wise to put the bubblegum milk advert inside that Food Magazine as it will reach out to the Foodies who read that Foods Magazine. Since it is a cold beverage edition, the advert would also be relevant. The person reading it would already by appetitised by the cold beverages in the magazine (also known as food photography (food porn)) and be highly likely to buy and seek out Chelsi s bubblegum cotton candy milk. This is how a magazine advert can target speicifc audiences as well as smartly, manipualate people to buy the product. If it works with the magazine subscription and furthermore-special edition, the ad can use this to its advantage to promote its product. 7