PD401 Design Report Jonathan Doyle and Rebecca Mooney 12/17/2012
Table of Contents PD401... 0 Executive Summary... 2 Design requirements... 3 Brief... 3 Our brief... 3 Expand on our findings... 4 Concepts... 5 Guinness Breathe.... 5 Collapsible Polypropylene/Polycarbonate Keg... 6 Guinness Silver... 7 Design development... 8 Final Design... 10 Materials... 11 Models... 12 Conclusion... 13 1 P a g e
Executive Summary This document reflects our design process and decisions we made throughout the project. We began by focusing on the brief and given and then moved on to create our own refined brief to give us a clear defined direction to work in. From here we conceptualised and researched in the hope of creating a design that satisfied all stakeholders that could possibly be involved with our final idea. We final condensed our initial sketchbook into three chosen concepts that we were happy to work off and develop. Having picked one of these chosen ideas we developed, refined and finally adopted our concept to a fully polypropylene keg with a Tetra Pak filler to protect the Guinness inside. Our process then moved on from this very base idea to a fully braded and formed concept with scaled model, drawings and product board. 2 P a g e
Design requirements Brief Your brief is to develop a one-trip keg or vessel in the range 5 to 50 litres (you choose) which will ideally be a Lower Cost, Lower Carbon alternative to the steel returnable keg. You may choose to include a matching dispense proposition or design for existing infrastructure. Both options have benefits and limitations. You will need to consider the opportunities for the manufacturer (Brewer), the customer (the bar owner) and the consumer (in the bar and the consumer at home etc). You are free to consider: stouts, ales and lagers / premium alcoholic drinks such as pre-mixed Mohjito or Pimm s which currently command a niche market in certain regions / non alcoholic beverages. Consider the consumer opportunity; some brands hold significant provenance and this is important to consumers. Can we bring together old ideals with new ideas? Diageo are looking for new and exciting ideas. How can we improve branding? How can we enhance the excitement and theatre that goes beyond consumption to celebration, to life, to culture? Finally iconic design has served Diageo well in populating the market place with its products and design inputs that improve our branding and marketability are seen by Diageo as adding value. Our brief The objective is to create a new way of enjoying the Guinness experience using a new system not revolved around the current keg system. The vessel we are to design will be a pressurised container that will carry a stout beer. It should cater to a size suitable for both domestic and industrial use. The style of the vessel must suit so it will not look out of place in both these environments will being kept robust for storage and transport inside Europe. Try to keep the design simple to use and understand. Main objective is to reduce the cost from the current system of the keg. We are looking to for a design people will identify with as the current brand and feel attached to on a personal/emotional/subconscious level. The objective is to have it new and innovative whether through the device itself or how the alcohol is taken into the body. Consider recyclability and reusability to help in the reducing of cost and increase the connection with the user. Possibly up-cycled material as long as it will not affect the contents of the vessel and the people s perception of the brand and 3 P a g e
product. Aim to create an iconic design that will last the test of time not being obsolete in the next decade or fashion. Expand on our findings Some points we found throughout our research are: Guinness is pasteurised so it does not need to be stored at as cool of tempter as it is not at a high risk of bacteria building up. Guinness kegs contain an average of 88 pints in Ireland but for countries in the US and japan the kegs are slightly smaller. Once a keg is open it can last 180 days before going off. Guinness is kegged at St. James Gate but bottled and canned in the North of Ireland and the UK. The pressure in a keg is between 25-30 psi, Guinness recommend 30 psi Guinness unlike most kegs uses 75% nitrogen and 25% Co2. As appose to just Co2 to create their famous creamy head. Then Guinness on tap allows oxygen in, this leads to the Guinness spoiling and it needs to be stored at a cooler temperature. Guinness is recommended to be served at 45 O F so it is best to store it in the cool room. 4 P a g e
Concepts Guinness Breathe. This was our first concept and probably the one we there most passionate about. The design is a new type of Guinness using the food specialist that that designed spay able chocolate adapt this technology into Guinness and create a spray able Guinness. The idea is that it could be like a souvenir for tourist as Guinness is one of most famous things to come out of Ireland. We thought it would be well within Guinness and Diageo to venture into something so different and make a small hand held Guinness that you can spray into your mouth to get the taste of Guinness and allow others to try. 5 P a g e
Collapsible Polypropylene/Polycarbonate Keg This keg design is more on brief. It is a half disposable keg. It has an inner casing made from polypropylene; it is a collapsible soft keg. The outer casing is sturdier and can be re used. The inner workings will be the same as the existing keg system. 6 P a g e
Guinness Silver This design focused on consumers drinking beverages like lagers and then may look to swap to Guinness later in the evening. This presents the problem of wasting money on a pint of Guinness that has a taste affected by other drinks. Buying the Guinness Silver would allow the consumer to get their taste pallets ready without wasting money and giving them the opportunity to enjoy their first Guinness of the night. 7 P a g e
Design development After consideration and feedback we decided to go with concept two for our final design. We worked on the concept. We looked into how thick the material has to be to hold the pressure and the different parts how the will come together and come apart. Unfortunately we did not fully think through our design and flaws were easily found. It was not really practical as we were expecting a lot more work from the bar staff and with half of it still going back, we would not save in the need for transport completely it. 8 P a g e
Design For the background of our concept boards we looked into different advertisements campaigns currently around at the moment for Guinness; the one that inspires the background was the Guinness Cloud When we were bringing our concept forward this picture on the left was our inspiration we wanted to design a keg like this keeping this look in it. For our final design we wanted the design to be simply and from our sketches both of us together liked the idea of it having a simply curve in almost the shape of a harp but really subtle like the glass that is on the market at the moment. As then it can hold the strong brand in its shape but not be over powering. 9 P a g e
Final Design For our final design we wanted to go back to square one bring back our passion for the project and together make sure we didn t leave anything out. Our new design wanted to step away completely from the keg system currently in place. After a lot of consideration and exploring different options we thought it best to stay with a similar system. It is a good bit smaller and lighter than the keg currently produced my Diageo. We did want it to be for both domestic and industrial use although it may be a bit big for standard domestic use but for parties it would be ideal. We have kept the design simple and have not changed the way it is set up as it is a task to train staff. If it is already working and from our research we found they don t want it changed, we though it both practical and cost effective to keep with that system currently used. The design we have chosen, we feel, is very clearly Guinness and represents the brand well it is shaped like a big pint glass, it is both simple and neat while keeping a clear Guinness branding that is loved worldwide. It is still robust and can be stacked in a similar way to the current system. The keg is made from high quality plastic and can be fully recycled so no return trip is necessary. 10 P a g e
Materials A lot of research went into finding a material that would be suitable for a keg as materials needed to be cheaper than the current sheet steal solution, safe for containing Guinness, not interfere with the taste of the contents and be strong enough to with stand the 30 psi that is in a Guinness keg. Polypropylene (Self-Reinforced) After much research it was discovered that the University of Leeds had in the 1990 s developed a process that allows for the creation of polypropylene to be reinforced with more polypropylene. It is created by compacting high-modulus PP tapes and fibres under controlled temperatures. The process has been patented. Benefits of the material for the application of a one-trip keg is that it has low density making it lighter than other PP composites, good impact strength even in temperatures as low as -40 C so it is suitable for a bar cold room, it has a high abrasion resistance and as it is 100% PP can be recycled without the need to separate reinforcing material from the polymer. Injection grade PP pellets can cost between $800 to $1700 per a metric tonne. Tetra Pak For inside the keg it has been decided to use a Tetra Pak layered solution. Although PP is nontoxic and will not harm the consumer it is feared that the plastic may contaminate the taste of the beer. Tetra Pak keeps the contents of the keg away from the sidewalls thus stopping any contamination of taste that may occur to the Guinness Valve & Tube For the valve and tubing that go with a keg we have decided to use the current system already in place. The benefits of this choice are that bar staff are already familiar with how to change the current keg and its system and this will keep it with the only real change in their eyes being the material and aesthetics of the keg itself. 11 P a g e
Models In making the model we considered a number of different options originally we had make our proto types out of card and had a lot of work to get the tapered end on it; it was quite messy and time consuming. This did give us a feel for the size of our keg so for our final model we decided to make it to scale as we already have prototypes made that would show an estimated size. Originally we had decided to go with foam but after more thought we decided 3D printing would be a better way to go. To get it 3D printed we needed to send our solid works drawing to the machine so it could print it, this took a great deal of work to have our solid works file perfect and in the right format to send it the machine. The 3D printer then took 10 hours to print it. The picture below show varying stages of out model making process from being fresh out of the printer to painted up. To get the best finish we could we started by carefully picking of the excess support material on the model, this was followed by covering the model in poly-filler and then PVA glue. It was sanded with each layer applied. When we had a smooth surface to work with we started painting it black. Three coats later we stuck out vinyl sticker design onto the model taking care not to tear or rip the design. 12 P a g e
Conclusion Through a solid design process we moved through this project from unique unrealistic concepts to a final design that fit the brief we were given. Through conceptualisation and research we discovered and elaborated on the needs and desires of each stakeholder. Refinement, discussion and our thought process let us change and adapt concepts till we found the one we settled on and believed would fit all needs to the best possible current solutions available. Our three leading concepts were critiqued with the PP/PC keg coming out as favourite as it fit the brief best with the other two concepts being very much radical and off brief. This very raw and unrefined concept was researched and worked on until we came to a further developed idea that focused much further on the protection of the contents and environment it would come to be used on. Although this developed concept addressed many problems in the original idea it did have its own difficulties. With so many parts going back to St. James Gate and work involved for the bar staff it was decided that the concept needed further development. Research here really focused on a material we could use instead of polycarbonate. We found that the University of Leeds in the 1990 s had created a material that would be perfect for our concept. Working of this material we came to our final concept. After this was settled and we were satisfied that the engineering of it was possible we went to work on branding and form of the final design. Our resulting keg design was a full polypropylene keg shaped similar to the current Guinness pint glass. All that was left after that was the creation of our scaled model and product board. 13 P a g e