process book final3
DESCRIPTION
Process book for my MET-Rx rebranding project for Packaging 2 at Art Center College of Design. The assignment was to rebrand MET-Rx from logo, to messaging, to packaging. At the end of 14 weeks physical mock-ups were required, including at least one that held liquid.TRANSCRIPT
Met-rx rebrandingPackaging 2
Alex CAbunoC
instructed by ania borysiewiczart center college of design
summer 2011
PACKAGe DeSIGN & BOOK LAYOUt©2011 / Alex CAbunoC
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher.
ConTACT
ceLL 310.748.9535
HoMe 310.370.4717
instructed by Ania borysiewicz
Art center college of design
1700 Lida street, Pasadena, cA 91103
Printed and bound in Los Angeles, cA
coNteNts
08 16 34 52
08 company information
10 company timeline
12 current packaging
16 in-store research
18 logo analysis
20 product experiments
24 user interviews
26 case studies
34 user characteristics
46 target demographics
48 consumer montage
52 design opportunities
54 mind mapping
58 inspirational research
60 key attributes
62 packaging characteristics
70 mission statement
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74 protein plus ideation
80 protein plus development
90 big 100 development
92 ampflied shooter development
94 R.t.d. 51 development
98 logo ideation
100 logo development
106 final logo
110 palette explorations
114 final brand colors
116 graphic development
120 midterm presentation board
122 self promo takeaways
124 final photography
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iNtRoductioN
COMPANY PrOfILe
Met-Rx., inc. a subsidiary of NbtY, inc.
Valued at $21 million dollars
Headquarters in Ronkonkoma, NY
ABOUt Met-rx
Founded in 1991, Met-Rx® engineered Nutrition revolutionized the sport nutrition industry with a high protein, meal replacement shake fortified with an exclusive protein blend called MetAMYosYN®. developed by a physician based on metabolic research, MetAMYosYN® protein is a highly bio-available fuel that supports muscle and strength.*
MetAMYosYN® changed sports nutrition forever when it was introduced to the world’s top athletes and celebrities.
today, a new generation is testing the limits of their bodies’ potential and nutrition is playing a crucial role in the evolution of sport. Athletes are breaking down the barriers of possibility by going faster, higher, and pushing their bodies further than ever imagined.
Met-Rx continues to be on the cutting-edge of sports nutrition with a diverse range of products engineered for the next generation of athletes. All those who use state-of-the-art nutrition to achieve their goals — and who never, ever accept limits of mind, body or spirit
— are the ones we call… team Met-Rx
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Dr. A. SCOtt CONNeLLY
Founder of Met-Rx and bodyRx
graduate of boston university in anesthesiology
Has over 20 lawsuits against him
BILL PhILLIPS
Founder partner of Met-Rx
Author of body for Life series
ChALLeNGe
Weak market representation
dr. scott connelly’s Legal problems
Met-Rx currently owned by NbtY
Formula changes
Market saturation
Weak emerging market influence
OBServAtION
Nine stores visited but only 4 carried Met-Rx Products
over 20 lawsuits erodes credibility
changing hands often has led to decreased brand loyalty and confidence
the current formula does not taste like or packaged like the more preferred orginal
Market is saturated with numerous companies that look nearly identical
Met-Rx has little representation in emerging markets and demographics like health/wellness or action sports like MMA
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1991
Met-Rx was founded by dr. scott connelly. it sold a propriety protein supplement originally formulated to aid critically ill patients from losing muscle mass. Met-Rx was marketed with the assistance of bill Phillips of Body for Life fame.
1996
Following a distribution disagreement and his eventual departure, bill Phillips acquires future Met-RX competitor eAs.
1995
Penn state sports Medicine Newsletter publishes “Is It Real Or Is It Met-Rx” which concluded that Met-Rx results not proven by scientific methods
1996
Nbc dateline airs “Hype in a Bottle”, an investigation into Met-Rx showing that the company failed to publish peer reviewed documentation to substantiate product claims.
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1999
Met-Rx headquarters moved from irvine, cA to boca Raton, FL.
2000
Met-Rx, inc. purchased by Rexall sundown for $108 mil.
2003
Met-Rx, inc. sold again to become a subsidiary of NbtY and now based in Ronkonkoma, NY
1999
Met-Rx is sued by the Ftc for using androstenedione in its products
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Met-rx PrOteIN PLUS
Met-Rx Protein Plus has been reformulated to give you the competitive advantage – especially when it comes to quality protein!
Met-Rx Protein Plus contains 46g per serving of exclusive MetAMYosYN® protein blend, which combines premium whey protein isolates and casein proteins, plus L-glutamine and naturally occurring branched chain Amino Acids - isoleucine, Leucine and Valine.
studies show that whey is a fast-acting protein while casein is slow-acting, which results in a more prolonged absorption rate to extend the delivery of amino acids to muscles.* best of all, Met-Rx Protein Plus Protein Powder does not contain added sugar, corn syrup solids, mono- or diglycerides, and is now free of aspartame and hydrogenated oils – which means 0 trans fats!
Met-rx AMPLIfIeD ShOOter
A one-of-a-kind energy shot in a unique, capsulized delivery system. this highly concentrated formula is designed to rev your mind and magnify energy levels throughout the system for a rapid intensity spike. it is designed with more stimulating energy per ounce than any other Met-Rx product ever released.* the Met-Rx AMPLiFied sHooteR is ounce for ounce... the energy champion!
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Met-rx BIG 100 MeAL rePLACeMeNt BAr
the big 100 is Power Anytime! A meal replacement bar with our exclusive MetAMYosYN® protein blend, this power-packed bar is a great tasting way to fuel up on demand!
Met-rx rtD 51
Now fitness-minded individuals can get exactly what they want in a ready-to-drink shake—high performance protein and more of it! Met-Rx Rtd 51 is the powerhouse of protein shakes. each nutritionally advanced, ready-to-drink shake is packed to the max with 51 grams of Metamyosyn® protein that helps support muscle.*
Low in fat and containing 4g - 6g (depending on flavor) net carbs, it’s also a natural source of valuable amino acids. get shakin’ in your choice of delicious Frosty chocolate, creamy Vanilla flavors, Mocha blast, Peanut butter and cookies & crème.
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ReseARcH
SheLf PreSeNCe
to learn more about how nutritional supplements, especially Met-RX products, are marketed and sold to customers, i visited several stores to observe their shelf presence and any special point of purchase displays they might have. i was surprised to learn how little of a shelf presence Met-RX had, and how easily all the products seem to blend in with each other.
retAIL LOCAtION vISIteDRite Aid
Lindberg Nutrition
target
Walgreen’s
good earth Vitamins
gNc Live Well
Vitamin World
cVs Pharmacy
Vitamin shoppe
Met-rx PrODUCtS AvAILABLeNo
No
Yes (limited)
Yes (limited)
No
No
No
Yes (limited)
Yes
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DrOP ShADOw:Logo’s drop shadow is problematic when placed on colored backgrounds. drop shadow cheapens the logo and makes it appear dated
UPPer reGIStrAtION MArK:
Registration mark’s color and size is distracting
LOwer reGIStrAtION MArK:second registration mark appears redundant
MAIN LOGO fONt ChOICe:Logo font neither evokes any emotion or helps brand stand apart from competition through brand recognition
PrONUNCIAtION AMBIGUItY:uncertainty whether brand name should be pronounced as “Metrix” or “Met Rx”
ItALICIzeD fONt:Font italicization makes logo appear dated
COrPOrAte COLOrS:uninspired color choices do not aid brand recognition or distinguish brand from competitors. Red is a common color in this particular industry
“eNGINeereD NUtrItION”:Vague tagline doesn’t distinguish Met-Rx products, manufacturing processes, results or services from competitors
tOO MUCh LeADING:too much leading between main logo and catchphrase
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BACKGrOUND ILLUStrAtION:background illustration is distracting and inconsistent with branding
BACKGrOUND COLOrS:Loose graphic standards allow for logo placement on distracting backgrounds
“ShAPING everY BODY”:inconsistent tagline message as well as inconsistent font graphic standards
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PeANUt BUtter AND DrIeD frUIt PrOteIN BArS
ingredienTs
1 cup protein powder, 1/2 cup oat bran 1/2 cup whole-wheat flour 1/4 cup wheat germ 1/2 teaspoon kosher salt 1/2 cup raisins 1/2 cup dried cherries 1/2 cup dried blueberries 1/2 cup dried apricots 1 (12.3-ounce) package soft silken tofu 1/2 cup unfiltered apple juice 1/2 cup packed dark brown sugar 2 large whole eggs, beaten 2/3 cup natural peanut butter canola oil, for pan
OverALL reCePtION
using my design Leadership classmates as guinea pigs, i allowed them to eat both the protein bars and the following muffins to get an honest opinion of how these two different foods came out.
With regards to the protein bars, they were pretty well received. they said that the flavor reminded them of a peanut butter and jelly sandwich. overall, i thought the bars were a bit too moist and very dense. it was more akin to a fruit cake than a protein bar. but they were not as bad as i had feared they would be. However, with all the sugars added to this recipe, i don’t believe i would call this healthy.
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BANANA MUffINS wIth PrOteIN POwDer
ingredienTs
1 cup white whole wheat flour (4.5 oz) 1/2 teaspoon baking soda 1/2 teaspoon baking powder 1/4 teaspoon salt (see note) 1 large egg white, lightly beaten with a fork 6 tablespoons protein powder 2 tablespoons vegetable oil 1/4 cup vanilla yogurt (Yoplait) 1/2 teaspoon vanilla 2 tablespoons turbinado sugar 2 mashed bananas (8 oz)
OverALL reCePtION
the muffins came out pretty good in my opinion. there was a rubbery texture that immediately gave away the fact that these were made with protein powder. the flavor was pleasant and definitely reminiscent of banana bread. they were not as moist as normal cupcakes, but were well received and there were none left by the end of class.
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INtervIewS AND INSIGhtS
For secondary research and to gain more insight into how Met-RX products are used and perceived, i conducted three interviews of people who both weight train and use nutritional supplements. i wanted to glean more understanding in how nutritional supplements are used, prepared, stored and what they think about the Met-RX brand specifically.
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JIMMY KIM
how long have you been weight training? 6 years
on average, how much do you spend on supplements in a month? i spend about $50 a month, but i know that a lot of people who workout spend more money than i do.
have you ever heard of the brand meT-rx and if so, what is your opinion of this brand? i haven’t heard of it.
why did you choose the particular supplemental brands that you currently use? i’m using iso sensation is because of the taste. i believe that above certain quality, the effect of protein is pretty much the same. i use superpump because i tried a sample, and i liked it. i never take supplements from a company that i haven’t heard of before just to be safe.
“I would make them so that it is easy to open the package. Also, the scoop inside the supplement is used for a long time, and it becomes dirty sometimes.”
SteveN SANDOvAL
how long have you been weight training? i have been training on and off for a number of years. i have been training actively for the past 9 months.
on average, how much do you spend on supplements in a month? i spend $35-45 dollars a month; i buy larger quantities so i don’t have to purchase supplies as often.
why did you choose the particular supplemental brands that you currently use?i choose those supplements for the combination value and quality needed for my fitness goals. taste is a big contributing factor for my product selection.
“I would like to see the packaging make the product more portable and possibly easier to mix on the go. Maybe make the packaging resealable and individually wrapped.”
Steve ChINhSUAN wANG
how long have you been weight training? Lifting off and on for a couple of years
on average, how much do you spend on supplements in a month? i believe 40 dollars.
why did you choose the particular supplemental brands that you currently use? i basically look at the package first, design is okay? i will start to read the back. i never really look at those one with arnold arms in the front that labels Huge XXXX w/e. isoPuRe has a fairly nice graphic design, and the ZeRocARb ones provides less calories/fat for the same amount of protein as other brands.
“Basically, I hate the packaging that makes it look very extreme. I am just a casual lifter and I don’t exactly want people to see me carrying a container with Arnold around. I will never, and don’t want to look like that.”
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COMPANY INfOrMAtION
name: Leica camera Ag
industry: camera and optics
headquarters: Wetzler, germany
established: 1913
BUSINeSS OBServAtIONS
tradition of quality lenses
clean, modern design across whole product line
emphasis on design and performance versus affordability and market share
Reputation is known for higher priced lenses but leader in industry
Leica camera Ag, a german optics company, produces Leica cameras. the predecessor of the company, formerly ernst Leitz gmbH, is now three companies: Leica camera Ag, Leica geosystems Ag, and Leica Microsystems Ag, producing cameras, geosurvey equipment, and microscopes, respectively. Leica Microsystems Ag is the owner of the Leica brand, and grants licences to Leica camera Ag and Leica geosystems.
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COMPANY INfOrMAtION
name: crank brothers
industry: sporting and Recreational goods and supplies
headquarters: Laguna beach, cA
established: 2000
BUSINeSS OBServAtIONS
High emphasis on form and materials
company philosophy based on design
Known for elegant and reliable products
Modern inspired use of colors and truth in materials
use of well designed and non-traditional pack aging to stand apart from competitors
Frank Hermansen founded crankbrothers in the mid ’90s along with business partner carl Winefornder, a mechanical engineer. the two met while designing scuba gear for another company in southern california.
despite jobs in the diving world, both men shared a passion for bikes and began looking for ways of developing products for cyclists. their first effort was the Hydrapak, a design subsequently licensed to bell. but it was another product, the speedlever, that gave the brand its start in 1997. the extendable, hub-mounted, tire lever was a hit at the interbike trade show, even being named best product of the year by several publications, including VeloNews.
still, it wasn’t until 2001 that crankbrothers really made its presence known in the industry. that year Hermansen and Winefornder brought the eggbeater clipless pedal to interbike. that’s when Herrick, too, took notice and joined the company eight months after the unveiling of the mud-shedding pedal. Herrick’s marketing skills, coupled with the revolutionary design of the eggbeater, triggered a meteoric rise in the company’s fortunes.
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COMPANY INfOrMAtION
name: Patagonia, inc.
industry: Retail outdoor clothing & supplies
headquarters: Ventura, cA
established: 1972
BUSINeSS OBServAtIONS
emphasis on ethical business and design
Leader in industry despite reputation of higher priced goods
Known for well made products and high performance
Patagonia, inc. is a Ventura, california-based clothing company, focusing mainly on outdoor clothing. the company is a member of several environmental movements. it was founded by Yvon chouinard in 1972.
though Patagonia is considered to be a sport-specific apparel manufacturer, some of the company’s most popular products are general apparel. Patagonia fleeces, rain jackets, and coats are some of the most widely-worn products in the outdoor apparel industry. Patagonia received two “gear of the Year” awards in 2010. the company was praised for its use of lightweight and recycled materials.
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tARget deMogRAPHics
the New Met-rx DeMOGrAPhIC
in order to differentiate itself from its competitors, the new Met-RX brand will need to target a new demographic.
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...NOt freAKISh.35
he’S NOt MetrOSexUAL...tAR
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...BUt DefINIteLY SexUAL.37
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...BUt NOt A PUShOver.39
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...BUt NOt StUCK IN hIS OwN heAD.41
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...NOt “x-treMe!”43
SO whY ShOULD hIS NUtrItIONAL SUPPLeMeNtS LOOKS LIKe thIS?tAR
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SO whO IS he?
He’s the Man’s man, when you’re no longer a boy.
He’s smart, but open to new ideas
He’s not easily swayed by what’s hip at the moment.
He’s cultured enough to know how many tines a salad fork has, but eats his steak raw.
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DeMOGrAPhIC BreAKDOwN
primarily male
mid 20’s to late 50’s
educated
middle to upper-middle class income
more interested in health & fitness versus size
well groomed
active lifestyle
socially, nutritionally, and ecologically aware
single, Married, and married with children
may also pursue alternative forms of fitness (i.e. yoga, pilates, and mma)
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bRANd deVeLoPMeNt
DeSIGN OPPOrtUNItIeS
After my research and store visits, i was able to identify a few initial design opportunities were a good place to begin designing from.
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AKwArD, BULKY CONtAINerS
current containers are large, awkward barrels that are difficult to carry
users basically have to hug the bottles like teddy bears which is somewhat emasculating
INCOrPOrAteD hANDLeS
Handles could be incorporated into barrel to make lifting easier
Handles should be designed to be cost effective, not diminish structural integrity, and be convenient
everYthING IS ALIKe
Market is saturated with similar branded barrels, both in graphic design and package design
difficult to distinguish one company from another and one product from another
StAND OUt IN A CrOwDchange the package styling to target a new demographic and stand out among competitors
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MIND MAPPING: PhASe 1
As a product major, i’ve done several mind maps throughout my time at Art center, however this mind map was a new experience in that it was limited to only 7 minutes and was more like free association writing than the more pensive mind mapping i’m accustomed to. i found that this method allowed for a more free flow of thoughts and ideas to be generated, even though many of those ideas weren’t necessarily applicable to this project or even feasible.
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MIND MAPPING: PhASe 2
A second attempt at this new mind mapping technique. i found it very useful to do this activity more than once to get into the groove and get the hang of this type of brainstorming.
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retAIL INSPIrAtION vISIt
in order to get some inspiration and more technical know-how, i visited a retail location to see how other products, especially those outside of the nutritional supplement category are packaged. i wanted to see examples of how products solve problems of ergonomics and graphic treatments on different materials. i also wanted to see which various manufacturing processes were used most often and examples of different materials and finishes.
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BrAND KeY AttrIBUteS
to help guide the development process, we were tasked with defining six key attributes that would describe our new brand. these attributes are what set our brand apart from the competition. these attributes are used across all stages of the development process. For my Met-RX rebrand, i’ve chose the following from attributes: (from left to right) Modular, Authoritative, Precise, Nutritional, sleek, intuitive.
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MODULAr
AUthOrItAtIve
PreCISe
NUtrItIONAL
SLeeK
INtUItIve
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PACKAGING ChArACterIStICS
to better attract my new target demographic, i want the new Met-RX brand to have certain characteristics in both its physical packaging and graphic application. these characteristics are separate from its key attributes which convey more of the feeling of the new Met-RX brand. these characteristics describe the actual look of the new brand. i’ve narrowed down 7 characteristics my packaging will embody.
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AUthOrItAtIve, BOLD StANCe
Physically, i want the packaging to have a stance on the shelf that is more aggressive and leans in as though it is advancing. current packaging just seems to sit on shelves. this lean will be expressed throughout the entire packaging family.
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CLeAN LINeS
the physical shape of the packaging should be simple and without any unnecessary or overly designed components. Forms would tend to be closer to euclidian shapes and waste should be reduced to a minimum.
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ArChIteChtUrAL/CONteMPOrArY INfLUeNCe
shapes should feel familiar and purposeful. the overall design could be seen with visual cues taken from architecture and contemporary design.
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graphic application should convey a simple and clear message. current packaging is too garish and confusing with little hierarchy. New graphics would have a clearer first, second and third read. Met-RX logo will be more prominent and easier to locate.
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feeLS GOOD IN YOUr hAND
i want to improve the tactile experience of handling the new Met-RX packaging. this improvement would be conveyed by either improving ergonomics and/or upgrading the materials. current packaging is cumbersome and appears to have a low perceived value compared to its relatively high price point.
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INfOrMAtIve
in conjunction with clearer graphics, i want the new Met-rx packaging to more informative and easier to understand. My research has shown that users appreciate certain details regarding nutrition and information to be clearly visible and prominent. However, current packaging often is confusing and displays too many messages to be successfully informative.
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feeLS LIKe YOU GOt YOUr MONeY’S wOrth
it’s fairly accepted that Met-Rx brand products are priced higher than similar competing products. this may have been acceptable earlier when they’re products were considered more innovative and cutting edge. however, nowadays this price difference, real or perceived, is hurting their market share. Without changing the price point of their products, i would like to increase the perceived value and leave the customer with a feeling that they are in fact getting their money’s worth.
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MISSION StAteMeNt bR
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Through the use of distinctive packaging that borrows from architecture and contemporary design, attract a more savvy and health conscious user to the met-rx brand of nutritional supplements. with the introduction of bold, clean lines the met-rx user will find the intuitive packaging more convenient and informative than the competition. simply put, the new met-rx brand is a better fit.
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PAcKAge deVeLoPMeNt
PhASe 1 fOrM IDeAtION
using my initial concepts as inspiration i started to sketch these initial form explorations. they take cues from different types of containers and packaging.
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PhASe 2 fOrM IDeAtION
From my initial thumbnails, i gravitated towards this concept of a container with a leaning, aggressive stance. this seems to be a good solution to several aspects of my packaging design that i was trying to achieve as well as help my design stand apart from the competitor’s packaging. in this phase, i wanted to concentrate more on this concept and try to further nail down certain aesthetic proportions and features.
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PhASe 3 fOrM IDeAtION
From phase two explorations, i wanted to continue to develop the “aggressive stance” in the packaging. i also wanted to resolve certain issues like the inclusion of a handle and develop this idea of hard outer frame, symbolic of the frame of a body builder, used to support the softer container within the structure.
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PhASe 1 PACKAGe DeSIGN
using my thumbnails as a starting point, i came up with these four mock ups as initial concept directions to take my packaging concept. each concept, however, incorporated the aggressive leaning stance from my sketches.
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PhASe 2 PACKAGe DeSIGN
based on feedback from the first phase, i’ve decided to continue to develop the package design with the hard outer skeletal frame that supports a softer bag full of the protein powder.
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PhASe 3 PACKAGe DeSIGN
Further form development of the package design. the lid in the previous iteration disrupted the profile of the container, so in this version it has been recessed. edges were also filleted and an edge was added to both sides for structural and aesthetic reasons.
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PhASe 4 PACKAGe DeSIGN
this was my final hand-made iteration for this package design before i moved onto rapid prototyping. in this version i reduced the height so that it was 12” in width when placed on its side. 12” is the standard depth of a cabinet and i wanted to ensure that if someone placed it in their cabinet, that they would still be able to close the doors without difficulty. Also, the side wall was refined to a much cleaner and simpler shape. the top side of the wall was increased in height to hide the lid from view when from the side. the top handle was also refined and finalized.
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PhASe 5 PACKAGe DeSIGN
After coming to a point where i could no longer develop the form using basic materials by hand, i decided to design the final packaging using solidWorks. these are renderings from my design which later would be 3-d printed using FdM.
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verSION 1
initial concept model for the protein bar. i wanted to use european gourmet chocolate bar packaging as inspiration. My goal was to make the bars more appealing and appetizing versus their current packaging. i also wanted to echo the aggressive stance and titled form from the protein powder in the overall form.
verSION 2
in this version, the tilt was reversed making the stance more aggressive and leaning in versus leaning away. the shape was simplified and graphic treatments were just beginning to be conceptualized. the overall size was reduced somewhat too to make the bar a more realistic serving size.
BIG 100 COLOSSAL PrOteIN BAr DeveLeOPMeNt
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verSION 3
this was the midterm mock-up that continued much of the same graphic applications from the rest of the line. the materials are not quite believable yet and overall the packaging lacks a certain appetizing quality. currently in this state it appears too scientific and clinical.
verSION 4
this version takes into consideration all the previous comments and suggestions. i’ve expanded the line to include 4 different flavor variants. Also the imagery and more color have been applied to increase appetizing qualities. the material is now much more believable too.
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verSION 1
initial concept model for the amplified shooter packaging. it borrows design cues from the protein powder container with the aggressive stance. this was also an experiment to test materials. in this case, i used Ziploc bags and filled it with water to represent the liquid.
verSION 2
in this version, i’ve upgraded the material to plastic sheeting; a clear type in the front with an opaque white type in the back. i also incorporated a gusseted bottom to allow for more liquid and have the pouch stand on its own. the tear away opening was also cut into a shape that makes it more intuitive.
verSION 3
this mock-up incorporated the first attempt at graphics. the direction of the “lean” was also reversed so that the packaging is advancing versus retreating as was the case in the previous versions.
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verSION 4
this version is nearly identical to the previous one, except that i also incorporated the back graphics as well.
verSION 5
For the mid-term mock-up this version had updated graphics based on feedback from the instructor. this packaging had graphics applied on the outside of the package as well as on the inside to play with various layers and have a “push/pull” effect from the graphics. the outside graphics were applied with chromatech. one corner was also given a larger radius to mimic the protein powder container..the angle of the lean was also reduced so it wasn’t as severe.
verSION 6
in this version the graphics have been updated again. All the copy has been brought the outside of the packaging and the introduction of a image is placed on the inside of the packaging. the pouch has also been altered so that it no longer has that narrowing effect near the base due to the gusset bottom. optically the sides now appear more parallel than previous versions. the liquid has been changed from water to vodka to prevent the clouding and growth of organic material that seems to be unavoidable in the previous models.
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verSION 1
As my first packaging attempt at the protein shake, i made a lot of discoveries. First off, my initial idea to use latex paint turned out to be unsuccessful as the paint almost immediately begins to separate back into its base mixing colors. the slant was also going the wrong direction, and the gusset wasn’t working correctly because i made it too large. However, i liked the direction this was going and it was worth further pursuing.
verSION 2
the second version incorporated graphic elements and a combination of white and transparent plastic sheeting on the same visual level. i also was able to add a properly painted straw to go with the rest of my brand colors. i did encounter similar problems with this version as i did with the amplified shot packaging, including the need to flare the base to prevent a narrowing towards the bottom. i also replaced the liquid with a chocolate syrup mixture which contains a lot of preservatives.
r.t.D. 51 PrOteIN ShAKe DeveLeOPMeNt
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verSION 3
based on the feedback, i adjusted some of the measurements and exposed more of the liquid along the right and bottom edges. i also introduced a new flavor, strawberry, however the Pepto bismo/strawberry syrup combination of liquids was far too fluorescent for a final version. the imagery was rotated and the various graphic elements were tweaked.
verSION 4
the final version of the protein shakes had a new liquid for the strawberry flavor. i used a strawberry scented shampoo. As for the chocolate flavor, i used a more concentrated mixture and added saltwater instead of plain water to further deter growth of foreign bodies. the imagery was enlarged and the straw solution was finalized.
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gRAPHic deVeLoPMeNt
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INItIAL LOGO IDeAtIONS
these sketches here represent my first attempt at redesigning the Met-Rx logo from its current form. Many of the sketches are too stylized and decorative to be a good alternative but nevertheless it was a good exercise to explore any and all possible directions.
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PhASe 2 LOGO refINeMeNt
From my initial ideation sketches in phase one, i choose 8 directions to refine. using existing fonts, i digitized and altered them to create new proprietary logos that i hoped would capture the 6 attributes i identified for my new brand.
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ph. 2: e ph. 2: f
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PhASe 3 LOGO refINeMeNt
based on the comments from class and the instructor, i made a few variations of one version of the logo as well as some new logo comps.
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ph. 3: e ph. 3: f
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PhASe 4 LOGO refINeMeNt
From the previous week’s critique, the logo direction was narrowed down to two different directions. From here i was able to make several iterations of both versions.
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fINAL Met-rx LOGO
After the various iterations, this is the finalized logo in white on a black background.
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INSPIrAtIONAL tYPefACe:
COrBeL
using the font corbel bold i was able to adjust and tweak the various characters to create something more proprietary and give my logo a certain amount of uniqueness.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZzMET-RX
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COLOr PALette vArIANt 1
using white as the main background, this palette draws inspiration from industrial colors and moods.
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COLOr PALette vArIANt 2
this palette is still based on a white background but uses more luxurious colors like browns and creams to increase perceived value.
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COLOr PALette vArIANt 3
With a warm gray as the main color, this palette uses a dark mocha as a grounding color with bright yellows to make objects pop with purple as an added luxurious accent
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COLOr PALette vArIANt 4
this is the coolest of my color palettes using a lot of grays. black yellow and red accents are used to bring certain objects forward strategically.
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fINAL BrAND COLOrS
through feedback with the mock-ups and the natural progression of the graphic development, the final brand colors were narrowed down to these four colors to capture the new Met-RX® brand.
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whIte PANtONe BLACK PMS 1385 PANtONe 431
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INItIAL GrAPhIC DeveLOPMeNt
For the initial graphic development, i decided to stick with just black and white values to concentrate solely on the graphic placement. this first round was fairly unsuccessful and i found only elements of some of the variations that i wanted to carry forward to the next phase. but as this was the first phase, i was not too concerned.
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MIDterM PreSeNtAtION BOArD
For the midterm, i created this poster to help illustrate my new Met-RX concept. it contains ideation sketches as well as the new logo and my mission statement for the rebranded Met-RX. Printed as a 60”x30” poster, it will be revised and printed again for the final presentation based on feedback. the finalized version will also include the professional photography of my packages.
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Through the use of distinctive packaging that borrows from architecture and contemporary design, attract a more savvy and health conscious user to the Met-RX brand of nutritional supplements. With the introduction of bold, clean lines the Met-RX user will find the intuitive packaging more convenient and informative than the competition. Simply put, the new Met-RX brand is a better fit.
IdeatIon sketches
Packaging 2 Alex Cabunoc Art Center College of Design
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authorItatIve
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SeLf PrOMO tAKeAwAY
For the final presentation, we were tasked with designing and producing 12 self promotional takeaways about the process of this project. i made 12 mini-books with 2 interior gate folds. the cover also has a vacuum form detail and the book itself is bound with stainless steel cable straps.
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fINAL PhOtOGrAPhY
With all the packaging finalized for all four Met-RX products, i was able to have my line photographed professionally. in addition to the larger photograph, several detail shots were also taken.
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thANK YOU.