johnna calvillo | design portfolio 2013

Johnna Calvillo | Design Portfolio

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graphic structural lead designer contributor


Online Snack Store : Snack Pack SystemProposal 1: Paper tube secondary container / triangular rigid PET tube primary container

• Context: A Chicago start-up seeking a custom solution to replace stock items for online order fulfillment• Directive: Create a shipping carton that will hold 6 inner containers for 2 servings of 3 varieties of dried snack mixes• Inferred: A chance to develop a unique system catering to the target market of professionals shipping straight to the office • Options Developed: 1. Paper tube shipper holding 6 triangular rigid PET tubes arranged hexagonally inside; once delivered the smallest section of the outer paper tube serves as a place to hold and display individual containers in a small footprint on a crowded desk 2. Corrugated shipper holding 6 round rigid PET tubes laying flat inside; tear-away perf rule utilized at the lid hinge to allow shipper to also serve as an open tray once delivered for easy access • Result: Customer is currently reviewing samples


Online Snack Store : Snack Pack SystemProposal 1: Triangular rigid PET tube primary container - 1 Color label artwork variations



Online Snack Store : Snack Pack SystemProposal 2: Corrugated secondary container - 6 color full label option + 2 color direct on kraft option



Online Snack Store : Snack Pack SystemProposal 2: Round rigid PET tube primary container - 1 Color label artwork variations



Two Brothers Brewery : Glassware 2-packSBS one-piece primary carton system - direct print, full color

• Context: A Chicago craft brewer also selling branded merchandise, specifically glassware sold without packaging • Objective: Create a carton that will hold 2 items of glassware, giving consumers a way to carry the glasses out of a retail location and providing banner space for an additional marketing opportunity • Developed: System of SBS cartons for 3 variations of glassware styles (one-piece SBS folding carton for weizenbier and pint styles, SBS folding carton with E-flute insert for tulip style), product photography, graphic layouts • Result: Proposing solution to client in June 2013


Two Brothers Brewery : Glassware 2-packProduct photography - weizenbier & tulip glassware

• Context: A Chicago craft brewer also selling branded merchandise, specifically glassware sold without packaging • Objective: Create a carton that will hold 2 items of glassware, giving consumers a way to carry the glasses out of a retail location and providing banner space for an additional marketing opportunity • Developed: System of SBS cartons for 3 variations of glassware styles (one-piece SBS folding carton for weizenbier and pint styles, SBS folding carton with E-flute insert for tulip style), product photography, graphic layouts • Result: Proposing solution to client in June 2013


Personal Accessory Industy : Retail Cartonclear folding carton & SBS insert with magnetic plate to locate product

• Context: Personal accesory company looking to add new accesories to existing product line • Directive: Develop a carton to compliment new product featuring cutting-edge technology and unique in the industry• Developed: Insert to present the product on a pedastal and a sealed-end, clear folding carton outer container to showcase product while preventing pilfering • Result: Client is currently reviewing samples


Mighty Nest : Mighty Pack ShippersMedium + small corrugated secondary packs - direct print 2 color on kraft

• Context: A Chicago start-up seeking a custom solution to replace stock boxes for online order fulfillment • Directive: Replace stock boxes with custom shipper for monthly subscription packs and eliminate paper dunnage• Inferred: An opportunity to develop a cohesive system to package the standard, monthly subscription packs as well as custom orders• Developed: Outer shippers in 3 size variations, graphics layouts, customized corrugated inserts for monthly standard items, module-style corrugated inserts for disparate custom orders, folding carton inserts to create a more elegant reveal in the opening experience and offer a surface for additonal marketing copy/brand message• Result: 2 of 3 sizes of outer carton currently in production


Mighty Nest : Mighty Pack ShippersMedium + small folding carton inserts - printed 1 color



Mighty Nest : Mighty Pack ShippersMedium pack - corrugated inserts for standard monthly subscription packs



Mighty Nest : Mighty Pack ShippersMedium pack - module-style corrugated inserts for disparate custom orders



Iterna : Server + Hard Drive PackDie-cut foam insert prototypes & rendering of expanded construction

• Context: Small business manufacturing batteries is selling fully assembled, customized servers• Directive: Create a shipping pack to hold one server and 2 external hard drives that must pass double the ISTA standard drop height • Developed: Corrugated shipper, die-cut universal foam inserts each holding one end of the server and one hard drive • Result: Currently in the testing phase


Iterna : Server + Hard Drive PackFoam insert assembly process • Context: Small business manufacturing batteries is selling fully assembled, customized servers

• Directive: Create a shipping pack to hold one server and 2 external hard drives that must pass double the ISTA standard drop height • Developed: Corrugated shipper, die-cut universal foam inserts each holding one end of the server and one hard drive • Result: Currently in the testing phase


TechTrade : Ready-Heat Vest & BlanketFront & back artwork for warming vest poly shrink pouch

• Context: TechTrade manufactures a line of one-time use, disposable, personal warming articles sold direct to the medical industry • Directive: Take warming vest and blanket to retail market by revising graphics, utilizing existing poly shrink packaging• Inferred: While the warming vest lends itself well to a variety of applications, the warming blanket stands a greater chance for success by marketing the product for outdoor stadium/sporting events• Developed: Product photography, graphic layouts, icons• Result: Ready-Heat Warming Vest is in production, Ready-Heat Warming Blanket is awaiting customer approval


TechTrade : Ready-Heat Vest & BlanketFront & back artwork for warming blanket poly shrink pouch

• Context: TechTrade manufactures a line of one-time use, disposable, personal warming articles sold direct to the medical industry • Directive: Take warming vest and blanket to retail market by revising graphics, utilizing existing poly shrink packaging• Inferred: While the warming vest lends itself well to a variety of applications, the warming blanket stands a greater chance for success by marketing the product for outdoor stadium/sporting events• Developed: Product photography, graphic layouts, icons• Result: Ready-Heat Warming Vest is in production, Ready-Heat Warming Blanket is awaiting customer approval


Rexnord : Brand ConsolidationGraphic concept detail • Context: International conglomerate company looking to consolidate packaging graphics under the corporate brand

• Directive: Implement a revised graphic system across hundreds of items to create a consistent message across product lines• Inferred: With no more shared information than the logo and website across hundreds of different products, this was an opportunity to convey a message via abstract imagery• Developed: Flexible graphic systems utilizing an abstract image to convey the nature of a broad range of products to be applied to hundreds of primary and secondary packaging variations• Result: Customer is currently implementing a simplified version of this concept in stages across the product line


Rexnord : Brand ConsolidationArtwork variations: 1 color vs 2 color +simple vs complex imagery

• Context: International conglomerate company looking to consolidate packaging graphics under the corporate brand • Directive: Implement a revised graphic system across hundreds of items to create a consistent message across product lines• Inferred: With no more shared information than the logo and website across hundreds of different products, this was an opportunity to convey a message via abstract imagery• Developed: Flexible graphic systems utilizing an abstract image to convey the nature of a broad range of products to be applied to hundreds of primary and secondary packaging variations• Result: Customer is currently implementing a simplified version of this concept in stages across the product line


xpedx : parameter design newsletterparameter logotype • Context: Nation-wide company with burgeoning design network

• Directive: Develop a newsletter that will keep a rapidly expanding network informed and provide a platform for communication• Inferred: An e-mail body accompanying a traditional document layout will make the new publication more relevant while allowing for improved ease of access, sharing and user interaction• Developed: Name, brand, graphic templates, e-mail layouts, content• Result: The first two editions of parameter have been released, the third is scheduled for July 2013


xpedx : parameter design newslettere-mail body header: edition 2 & edition 1

• Context: Nation-wide company with burgeoning design network • Directive: Develop a newsletter that will keep a rapidly expanding network informed and provide a platform for communication• Inferred: An e-mail body accompanying a traditional document layout will make the new publication more relevant while allowing for improved ease of access, sharing and user interaction• Developed: Name, brand, graphic templates, e-mail layouts, content• Result: The first two editions of parameter have been released, the third is scheduled for July 2013


xpedx : parameter design newsletterFull article document layout examples

• Context: Nation-wide company with burgeoning design network • Directive: Develop a newsletter that will keep a rapidly expanding network informed and provide a platform for communication• Inferred: An e-mail body accompanying a traditional document layout will make the new publication more relevant while allowing for improved ease of access, sharing and user interaction• Developed: Name, brand, graphic templates, e-mail layouts, content• Result: The first two editions of parameter have been released, the third is scheduled for July 2013

BabbaBox Delivers Learning Activities for Busy Families Contributed by Johnna Calvillo

JimHively-SystemsSalesPackagingoutofChicago-acquiredthisprojectthroughhisinvestigationintoExcelerateLabs,anacceleratorprogramforstart-upsthatrecentlycametoChicago.BabbaCo,foundedbyJessicaKim,wasacceptedintothesummer2011session,andwasuniqueinbeingoneoftheonlycompaniestoprovideaphysicalproducttoconsumers. BabbaCowasformedin2007asanonlinestoreforbabyproducts.WithheracceptanceintotheExcelerateprogram,KimmovedhereffortstofocusonthecreationoftheBabbaBox,whichlaunchedofficiallyinAugustof2011.TheBabbaBoxisamonthlysubscriptionservicethatprovidesthemedactivitiesgearedforchildrenages3-6.Itaimstoprovideparentsatooltointeractivelyteachtheirchildrenwhilehelpingthemexploretheworldaroundthem.Eachboxhasfourcomponents–Create,Explore,StoryTellandConnect-thatallfollowthethemeofthemonth.Theboxpicturedaboveistheir“GratitudeBox.”Theactivitiesincludedteachchildrenaboutbeingthankful,andabouttheimportanceofgivingthanks. Thechallengepresentedtotheteamwastodesignashippableboxthatwouldprovideawaytodividespaceintosectionstohousethefourdifferentandvaryingcomponents.Toaddtothechallenge,atthetimewhenthexpedxdesignteamwasapproachedabouttheproject,Kimhadonlyestablishedonemonthofactivities;thoughthemeshadbeen

established,thespecificactivitiesandcomponentitemswerestilltentative.ThispromptedseveraldiscussionswithKiminwhichthedesignteamwasabletomarrytheprocessofestablishingthedesigndirectionwiththeprocessofestablishingthevisionandlimitationsofKim’sBabbaBoxmovingforward.Theprocesswasrewardingforbothdesignersandcustomer,asthedesignerswereabletogivecriticalinputtothedecisionsoftheinitiallaunchofanewproduct,andthecustomerfelttheyweregivennecessaryandinformeddirection. FrancoDiTerlizzitookleadontheproject,andafterexploringvariousoptions,providedthesolutionofarolled-endoutercartonwithaninsertthatcouldbeusedtodividethespaceintothreesectionsintwovariations,dependingonhowtheinsertisassembled.ThedecisionwasmadetocombinetheStoryTellandConnectcomponents,afterdeterminingthatStoryTellwasalwaysgoingtobeintheformofasinglebook,andthatConnectwasgoingtobeaCDatmost,whilegenerallycomingintheformofagraphicallyembellishedcardwithalinktocompletetheactivityonline. Inadditiontothissolutionxpedxalsosuppliedthemwithaplasticbag,aswellascustomizedstickersandtissuepaper,bothfeaturingtheBabbaCologo. SincetheBabbaBoxwasanewconceptcomingfromarelativelynewcompany,thedesignerswerealsoprovidedagreatopportunitytocreategraphics.Usingtheexistinglogoandbrandcolors,DiTerlizzicreatedthegraphicstoadorntheoutsideofthebox. Kimwasexcitedateverystepoftheprocess,asthexpedxteam-salesanddesigntogether-wereavailableandwillingtohelptheburgeoningcompanynavigatetheprocessofbringingvisiontofruition.Thoughthereweremanyhurtlesalongtheway,thecustomerwaslefthappywiththeversatilesolutionthedesignteamwasabletoprovide.

The Body Shop Gets a MakeoverContributed by Amanda Guthrie

SalesrepPhilipFreemanoutofMorrisville,NCreachedouttoAtlanta’sdesigncentertodevelopacustomsolutionforabeautyproductssuppliercalledTheBodyShop.TheBodyShopwasfoundedin1967byAnitaRoddickandsincebecomingpartofL’Oréalcorporate,hasgrowntoincludeanonlinestoreand2,400retaillocationsacross61countries. xpedxhasnowworkedwithL’Oréaltoproduceamultitudeofhigh-endretailpackaginganddisplaysolutionsforTheBodyShop.TheprojectthatopenedthedoortothiscontinuedrelationshipwastheBeautyBox.ThechallengepresentedbyL’Oréalwastodevelopaninteractivekittolaunchanew,highprofilelineofnaturalcosmeticsthatcouldholdanassortmentofEVMitems,whileinstructingtheconsumerofallthebenefitsacrosstherangeofcosmeticsavailableintheproductline. Thischallengepresentedkeyissuessuchastheneedforamplegraphicspaceandtheneedforamodularsolutiontopresentachangingassortmentofproductsinacleanandimpressivefashion.

ThexpedxdesignteampresentedasolutionthatprovidedatoolforTheBodyShoptoengageconsumersinchoosinganysizeorshadevariationoftheproductswithinthenewproductlineintheassemblyofakitthatwaspersonallycustomizedtotheirownneedsandpreferences. TheBeautyBoxutilizesaonepiece.018SBSdesignthatfoldspresentstheitemsinabookstylepresentation.Panelsfoldopenlikeabookcovertorevealashoulderedvoidthatholdsavac-formedPETtrayintowhichtheselectedproductsareplaced.The

trayhascavitiesdesignedtoclaspthevarietyofproductsavailabletotheconsumeranditholdseachcombinationinanelegantandbalancedpresentation.Thebookstylepanelsdisplaythegraphicinformationthatinformstheconsumerabouttheproductline,anditusesVelcrodotstokeepthepanelsclosedduringtransportation.xpedxhandledalldesignareasofthekitsfromconcepttocompletion,fromstructuraldesigntoartworklayout. TheapproveddesignwasmanufacturedsourcingFitzPakandShorewoodasvendors.TheywereassembledbyxpedxfordistributioninNorthAmerica,CanadaandMexico;20,000kitsweremanufacturedinthreelanguages.xpedxalsocreatedandsourcedseveralthousandingredient,extended-contentlabelsfortheprimarycosmeticcontainers. Sinceachievingsuccesswiththisproject,xpedxhasalsoprovideddesignandkittingservicesforacombinationPOPfloordisplayandonlinepromotionalBlackFridaysale,aswellasaseriesofkitsfortheSephoralineofskincareproducts.

the Beauty Box final production piece

the Beauty Box final production piece with example product

Pallet System for Coca-Cola FreestyleContributed by Johnna Calvillo

Coca-ColahasrecentlylaunchedanewsodadispensingsystemtheycallFreestyle®andiscurrentlyexecutingthedistributionofthisnewsodafountaintoagrowingvarietyoflocationsacrosstheU.S.andinternationally.Coca-ColaboaststhattheFreestyle®allowsuserstocreatetheirowncustombeveragesbychoosingfromacombinationofover120differentCoca-Colabrandproductswiththeuseofatouchscreeninterface.Oncetheusermakeshis/herselections,Freestyle®dispensesthecustomconcoctionneatlyfromonesinglevalve. Freestyle®hasbeenanoverwhelmingsuccessforCoca-Colasofar.Youngergenerationsareexcitedbythenewwaysofinteractingwiththemachinethatarenotofferedbystandarddispensers,andthenewlookissleekandmodern.However,theyhaveencounteredmanyissuesinthedistribution,transportationandinstallationprocesses. Freestyle®weighsover800lbs,mostofthisweightresidinginthetophalfofthemachine,itrestsonfourlegsandhasalargercircumferenceatthetopofthemachinethanthebottom.Thesearethemajorcontributingfactorsthathavepresentedissuesinthemanufacturing,handlingandshippingprocesses. Thesystemcurrentlyinplacerequiresthemachinetobetransferredbetweentwopalletsduringthemanufacturingprocess.Thesecondarypalletutilizedduringshippingisamoldedplasticdesignwithcavitiesforeachofthefourlegs.

TwoplasticU-shapedsheetsarethensnappedintoplacearoundthebrimofthepallet,heldtogetherbyaplasticlidandsmalllocks.Thissystemisproblematicforseveralreasons.Foremost,themachineonlyrestswithinthepallet,itisnotsecuredinplace.Thishasledtotheunitsbecomingfreefromthepalletduringshippingandfrequentlytippingover.Secondly,theplasticshroudiseasilydisplaced.Also,theassemblyeasilyseparatesbecausethelocksthatholdtheplasticshroudandlidtogetherarenotdesignedtoenduretheforcesthataregeneratedduringdistribution. TheChicagodesignteamcameupwithseveralconceptstoaddresstheseproblems.Thefinaliterationfeaturesatrisectionmoldedpallet(picturedbelow)whichresolvesmultipleissueswithoneelement.Thesectionslockintoplaceusingtwopinsthatruntheentirelengthofthepalletandsecurethemachinetothepallet.Thisincreasesstability,decreasingthepossibilityoftheunitstippingover.Italsoprovidesasolutionforeaseofinstallation.Thetwoouterportionscanberemovedjustpriortoinstallationonsite.Themiddlesectionisdesignedtoallowforapalletjacktosafelyliftthemachine,andonceinplace,lowerthemiddlesectionofthepalletjustfarenoughtoclearthebottomofthemachine. ThetopcapisfittedwithPEfoaminsertsthatensureatightfitaroundthetopofthemachinewhileprotectingitfrombuffingandscratching.Thecap,machineandpalletarefirmlyheldtogetherusingaproprietarystrapsystemwhichinterweavesthroughfeaturesinthepalletandcap. ThissystempresentsasolutiontoeliminatetheincidentsCoca-Colaisexperiencingwiththeircurrentsystem,whileprovidingtheaddedbenefitsofaneasyandsafeinstallationprocesswithacompletelyreusablesystem.WeareexcitedaboutoursolutionandthisopportunitywithCoca-Cola.Theyarecurrentlyinthetestingphaseofthisprogramand,atpresstime,avendordecision.


Beauty Industry : Novelty Christmas Packagingconcept sketches • Context: World-wide cosmetic company looking for ways to stand out in a highly competitive market

• Directive: Conceptualize ideas to bring sophistication to the novelty christmas gift-pack product line• Inferred: An opportunity to incorporate an identified secondary initiative to champion the products’ all-natural ingredients • Concepts Developed: 1. Reusable dish and paper sleeve with artwork that playfully imagines the main ingredients as christmas symbology 2. Folding carton gusseted bag with cello window printed to resemble a santa hat 3. Woven clutch purse sourced via an existing fair trade network to be re-used as a seasonal accessory 4. Woven snowflake-shaped basket sourced via an existing fair trade network to be re-used as seasonal decor• Result: Concepts will be presented to the client in June 2013

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Beauty Industry : Novelty Christmas Packagingconcept sketches • Context: World-wide cosmetic company looking for ways to stand out in a highly competitive market

• Directive: Conceptualize ideas to bring sophistication to the novelty christmas gift-pack product line• Inferred: An opportunity to incorporate an identified secondary initiative to champion the products’ all-natural ingredients • Concepts Developed: 1. Reusable dish and paper sleeve with artwork that playfully imagines the main ingredients as christmas symbology 2. Folding carton gusseted bag with cello window printed to resemble a santa hat 3. Woven clutch purse sourced via an existing fair trade network to be re-used as a seasonal accessory 4. Woven snowflake-shaped basket sourced via an existing fair trade network to be re-used as seasonal decor• Result: Concepts will be presented to the client in June 2013

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Electronics Industry : Packaging Re-designconcept sketch • Context: Prominent camera-maker exploring innovative ways to showcase a cutting-edge product

• Directive: Propose a variation on existing packaing as well as a completely new and different solution, must retain 360º view of the product• Concepts Developed: 1. Injection molded plastic casing in the shape of a sphere to speak to the versatile and unique traits of the product 2. Ship-flat plastic assembly including a corrugated insert to create platform for camera as a variation on current packaging • Result: Concepts will be presented to the client in July 2013

Thank You


johnna calvillo | design portfolio 2013

Documents

paper tube shipper

triangular rigid pet

corrugated shipper

outer paper tube

snack pack systemproposal

varieties of dried snack

shipping carton

individual containers