Seacourt

Sea court is a mufti-award winning oxford based company that deals in producing environmentally friendly printing, over a broad range of platforms including labels and boxes.

They have won the following awards:

• WINNER Queen's Award for Excellence: Sustainable Development 2011
• WINNER Waste Reduction Award Environmental Pioneer Awards 2010
• WINNER UK Sustainable Business - THE Environment and Energy Awards 2010
• MAJOR COMMENDATION BCE Environmental Leadership Awards 2009
• WINNER European EMAS Award 2008
• WINNER Queen's Award for Excellence: Sustainable Development 2007
• WINNER Green Apple Environmental Awards 2006: Green Champion
• WINNER European Business Awards 2006: UK Nomination
• WINNER Oxfordshire Business Awards 2005: Environmental Category
• WINNER Liveable City Awards 2005: Contribution to Air Quality
• WINNER SEEDA Business Awards 2004: Sustainable Business (South East)
• WINNER Oxfordshire Sustainable Business of the Year 2004

And there achievements are

• We are the World's first Zero Waste Printer
• Multi-award winners, including the Queen's Award for Sustainable Development 2011
• Awarded the highest accreditations for our Environmental Approach
• Communicate your best practice approach using Naturally Responsible straplines

There use of water-less printing and vegetable oil based inks, and for digital printing they use UV led which contains no violent organic compounds that emit harmful solvents into the air, and it doesn't give off any ultra violet rays.

http://www.seacourt.net/

Refill Box Design

I chose a black color for the box as even though an orange box would stand out from the crowd it would also be incredibly tacky. Besides the bottle is the main product to get everyone's attention, anyone looking for this will easily find it next the the LP bottles.

As I made the box black I also inverted the colors of the logo to match. 

This will be made out of Billerud FibreForm material.

http://www.billerud.com/Our-Offer/Materials/Billerud-FibreForm/

Bottle Holder instructions

LP Bottle Final Design

This is the final design of the Worcester sauce bottle, the only design feature's I have physically changed bout the bottle it the length of the bottle neck to make it easier for customers to clip the refill pouches into the screw top lid. And the bottle as been cut in half with classic screw top grooves added to allow easy removal of the top. Other than this I saw no reason the change any other physical feature of the bottle, this may only confuse customers and make the bottle and brand unrecognizable.

The bottle and refill pouches are made entirely out of bio-plastic and is 100% recyclable.

Logo Mock Up Final

This is the final design of the logo. The block capitals are bold and strong to stand out from competitors, it also helps it to blend in with its family Heinz sauce's that also use block capitals. It retains the black and orange themed colors. I have kept the royal crest and included a more updated yet still classically picture of Worcester's most well know three landmarks the cathedral and church on the main bridge. I have realized how important and pleasing symmetry is to the eye so I have made sure the logo sit sandwiched in between the church and cathedral.

Sauce Bottle Holder mock up

Draft Mock - ups of Re-fill box bottle holder conversions

Logo Re-design 4

It's a shame to loose the powerful droplet but its for the best. It is fully clear that the character is a "P", and the downsizing allows me to keep the droplet.

Logo Re-design 3

I prefer the crest to be seated on-top of the "L" it compliments it nicely as it has a similar width, its as if the "L" has been crowned. I love the re-entry of the droplet, it seem a bit over powering though I do like it, this is the little element that can set this apart from the rest of the logo's. 

Just as people say the apple logo would not have been as successful without the very discrete bite it has taken out of it.

Logo re-design 2

I think I'm making great progress this logo looks much more symmetrical and the fact that all the elements are closer together makes it easier to visually digest. and makes it much easier to integrate into different types of multimedia.

Logo edit

This one has a much better symmetry but it seems to take up alot of space, I think I will try more compact designs.

Logo re-design 1

I am really happy with this logo, it has been simplified, and the food has been completely taken away. I will have to promote the sauces uses another way.

Logo design

The famous book “Logo design love” states that’s keeping things simple is the best way to go, and my logo is far from simple. I was desperate to incorporate the classic food that the sauce is used for into the logo that I have overcrowded it. “Simplicity helps people remember your design….. If someone asked you to sketch the McDonald’s logo, and then sketch the Mona Lisa, which would be more accurate?”. The answer is obvious and this is very true my logo is much to load for anyone to remember it, but this is hard to see as the creator of it because the time I have spent creating it has already cemented it into my head.

From that first statement I knew simplicity is the way to go, I should maybe remove or minimise the food behind the logo “think of the logos of large corporations like Mitsubishi, Samsung, FedEx, BBC, and so on. Their logos are simple, and they’re easier to recognize because of it.” After reading this the logo of all the companies instantly pop into my visual mind. They also say how minimising the complication of your logo means gaining the ease of being able to simply transfer it across multimedia e.g. email, business cards, cloths etc. (Logo Design Love: A Guide to Creating Iconic Brand Identities (2010), David Airey, page 22-23)

I am definitely redesigning my logo and editing or removing the food but I thought it may be a great design for the refill packs, though if I did do this I would have to stick with the black and orange supposed to the rough colour mock up.“A colorful logo might look cool and seem eye catching, it’s also important to consider the practicality…..every additional colour you have in your logo, there is additional expense every time you reproduce that logo.”This is killing two bird with one stone as I don’t think they will be fond of adding colours into lee & perrins iconic logo. www.brandmakernews.com, June 7^th, 2010.

http://brandmakernews.com/business-brand/547/7-keys-to-redesigning-your-logo.html

Not happy with my logo,and am i moving in the right direction with my designing

At this point I'm am not fully happy with the logo, it seems to loud and i don't know how effective this logo will be. As i don't know anything about logo design, i think it will be very productive to look at how to successfully redesign and logo.

First realistic mock up

Here is my first realistic mock up of my design, I still need to apply the logo to the bottle and demonstrate how a sharp pointed tube protruding from the bottom of the cap would pierce the top of the refill pouch.

Draft Rough Final Design

Lea & Perrins Logo (Rough Edit)

I'm very happy with this design though it is still unfinished. This works nicely as a logo, the overpowering colors have been removed and the original colors have been nicely introduced.

I think LP has more a ring to it which could help to make the brand more memorable. I went further with the idea of the logo hinting how the sauce should be used. Which is why I added the droplet, hopefully with will show that it is not only a very thin sauce but only a couple of drops are needed.

I do need to work on this more to make the food more recognizable, especially the two chicken thighs at the top.

Lea & perrins logo (very rough)

This design is a very very rough concept and needs alot of the work, the logo had not real work put into it, and was only used to see how it would fit in with the design.

I like how the logo itself solves one of Lea & Perrins main problems of a huge amount of people not knowing hows to use it. But here the logo shows you the most common foods it's used in.

There are indefinably to many colors, this generally feel to loud. the logo has to be simple enough to stick in the consumers mind. I should probably try a two tone design.

Rough Initial Designs for Worcester Sauce Bottle

Research

This is a very good alternative is can be perfectly moulded into the exact same shape as the original, and vegetable ink can be used to recreate there proud logo’s in full detail and colour.

Beer cardboard cases are something I’m familiar with, they’ve inspired me. There use the minimal amount of material cover and hold the contents. And the handle is also surprisingly durable.

I think one of the inevitable things that I think will use in most of my products are plastic refill pouches. As it allows the use to re-use there bottle instead of replacing them every time which cuts down the cost and co’2 footprints which would come from transporting them and recycling them.

These pouches can now be made with 70% less plastic then an average plastic container with the same volume. And this can simply be taken out of the cardboard and they can be recycled separately. And because is made of 70% less they are much lighter to transport saving fuel.

A company called biome plastic’s could also provide lea & perrins with the materials to manufacture these with bio plastic which is plastic like a materials with the same basic properties and usability, but is made from plant extracts making it bio-degradable, fully recyclable though perfectly suited for food packaging, with the same transparency and feel.

http://www.biomebioplastics.com/bioplast-food-wrap.php

Green bottle

I found another very interesting cardboard liquid container concept that I could use for my bottle design. From a company called Green bottle.

Material

The milk bottle were the main type of bottles that were 

tested in selected supermarkets and 90% of people would 

try this, and after use 82% of people said they would 

intentionally buy this products again.

These bottles are made but taking the client’s previous

 bottle design and then vacuum sealing the paper over the 

bottle.

Inside is left a plastic bag with a cap, the cap being fastened 

to the lip of the bottle. This plastic bag is made with significantly 

less plastic compared to a plastic bottle of the same 

equivalent. Carbon foot print of transporting these green bottles is only 10% the equivalent glass bottles. And the carbon foot print of making these green bottles are 4.4 times less then equivalent plastic bottles.

The cardboard can also be easily and simply taken of the plastic with little strength and be recycled separately, compared to carton packaging which cannot be separated.

Environmental Comparisons

	GreenBottle	HDPE Bottle	Laminated Carton
Global Warming Potential (gCO2 equivalent)	71.82	95.6	93.07
ReCiPe single score (mpts)	6.83	10.44	14.28
Source: PIRA Life-Cycle Analysis Dec 2010

	Made from renewable resources	Made from recycled materials	Recycling Rate	Global warming potenial(Compared to GB)
PET	No	22%	50%	4.38
Laminated Carton	Partial	No	36%	1.3
GreenBottle	Partial	Yes	69%	1

Summary

This is a very good alternative is can be perfectly molded into the exact same shape as the original, and vegetable ink can be used to recreate there proud logo’s in full detail and color.

http://www.greenbottle.com/environment/why-is-greenbottle-better/the-greenbottle-solution.aspx

Inspirational Products

360 Bottle

This is an innovative design by Jeremy Dawkins from brand image these bottles are out of fibres you can find in bamboo and sugar cane, and internally lined with a micro film similar to cling film to stop the moisture deteriorating and deforming the fibre material. As you can from the image below the lid can be torn off split in half. With the protruding side facing down on half can then be used to plug the nozzle shut while the other half can be clipped onto the whole on the side as a spar.

The whole bottle is 100% recyclable and bio degradable, and the fibre sheets used to create it can be pressed into any desired shape, to then be died or printed on.

http://www.youtube.com/watch?v=sd9IcubM5jw

http://www.core77.com/blog/object_culture/360_paper_bottle_11829.asp

Inspirational products

Cutting board package

I think this is the greatest thing since sliced bread as it goes hand in hand. This is a recycled and recyclable polypropylene net. That when closed acts as a perfect container for bread keeping it contacted from moisture and air that would dry it out. But when open acts as chopping board.

I struggled to fins the designer and manufacture of this product. This is a shame as I’m sure they would’ve had many more products to inspire me.

Quick summary

Though the majority of households are bound to have some sort of chopping board, this packaging is still very useful. This is great for anyone looking to enjoy bread outside of the household campers for instance can save the space that chopping boards would take up, whilst preventing bread packaging being thrown onto the ground.

Inspirational products

Flicker light

This is a identical to “Lite 2 go” in terms of concept though offers something completely different in terms of design. Just like the “lite 2 go” this offers a lamp that can stand as well as hang, the entire packaging becomes the lamp itself and nothing is wasted. This design also allows you to be able to pull the white card shell that sits on the outside up and down to adjust the brightness as well as the pattern it projects onto the wall.

I also found some crude sketches of alternative designs for this product, I don’t think she has made or released these as I cannot find any trace of them and I’m not sure if she’s plans to, or if dummy models have been made but they all look very creative stylish and at a single glance you can tell how easily they could be made.

Quick Summary

At first I was completely put off but the use of the very crude cardboard used but simple turning the light on complete transforms it. The light completely renders the rough crude texture of material invisible. You can only see the silhouette and outlines of the lamp shades. The rustic look of this lamp means it can fit in well rustic surroundings where as light to go would not. This has shown me how first impressions of products can be deceiving and how those impressions can be broken.

                      

Inspirational products

Dream ball project

This is a genius idea by red cross. They have the great idea of scoring the packages they send to aid those in Africa so it can be assembled into a football. Instead of wasting cargo space with footballs the packaging itself becomes one. As they know the children and mostly barefoot or at least prefer to play barefoot they idea of making a cardboard football isn’t so farfetched. Though the material is thick sturdy and gives the ball a nice bounce.

Quick summary

This is creativity on a very inspirations scale, this has truly opened my eyes and shown me that I can achieved what ever want with my packaging. I would have never have thought cardboard packaging could be used to create a football or baseball. The mere thought would have made me laugh if I hadn't have seen the final product. But this is perfect for barefooted kids who live in a place where moisture which could damage the product is scarce.

Inspirational products

Hangerpak

This is another great design from a student named Steve Haslip, a graphic designer from Wivelsfield green, England. As you can see the recycled cardboard packaging becomes the coat hanger if folded correctly as instructed by step by step instructions printed on the back.

Quick summary

Though this is clever and innovative the cardboard design could simple get damaged, torn, bent, deform from water. Rendering the hanging feature useless though this same concept could be transferred to many different designs.

I should explore the possibilities of my packaging being transformed into a spice rack, or recipe book oven tray matt etc.

Inspirational Products

Reverly wine

Revelry wine is an established and well respected wine making company that are in the process patenting this design. Almost everyone will be familiar with the classic cheap boxes of wine you can find in the cheap section in the wine aisle. So this is a bold step for profiting wine company to make as they could easily associate themselves with this image.

But this is a very stylish sophisticated design that could completely separate themselves from that stereotype. This design holds twice as much wine as the average bottle, eliminates the foul taste of cork taint, and the cap keeps the wine fresh for weeks after opening. Lastly it is 100% recyclable.

Quick summary

This is great example of how straying away from the norm isn’t always a bad thing and can be done successfully. This has not yet been manufactured and sold yet, but this design is already receiving a lot of positive publicity. The simple choice of doubling the composite mean longer usage and less waste by at least half.

Inspirational Products

Lite 2 Go

This is one of thee best pieces of packaging I’ve ever seen. With this product the entire packaging becomes the lap itself. It also includes build and electrical cord. It can be used as both and hanging lampshade as well as a desk lamp.

All components of these lamps are either bio degradable or recyclable none of which contain toxic materials or chemicals. To top things off there are no tools or extra materials required to assemble this such as, staples, tape, screwdriver etc.

I’m such a fan of this product because usually eco friendly products have a problem of being unattractive. But this product is so stylish and looks better than most lamps I have seen in stores.

http://www.knoend.com/shop/lite2go/

Quick summary

This is a perfect example of how packaging can be used for the purpose of the product without hindering on usability appearance

Inspirational products

Billerud FibreForm

Billerud FibreForm is a paper like material made from very flexible fibre’s allowing it to surpass papers limitations in terms of flexibility allowing it to full compete against plastics. Made from 100% primary fibre its purity and strength and the ability to coat it in a wide range of films have made it approved for food packaging. It meets all the meets all the demands of MAP (Modified Atmosphere Packaging) it is capable of preserving consumables natural value, taste and smell. And will protect against light moisture, bacteria and impurities.

Made from renewable materials from a well managed and replenished forest this material is FSC certified.

Quick summary

This would be the perfect material for my bottle refill packaging. Am considering a bottle shaped box that will contain two bio-plastic refill pouches for some sort of reusable bottle.

http://www.billerud.com/Our-Offer/Materials/Billerud-FibreForm/

Current production

Current production

Before I strive to completely alter how lea & perrins design and produce their products to allows any alterations to be smooth and as familiar as possible to the company.

Here are questions that lea & perrins have answered from my fellow class mates. These questions and answers stood out to my interests the most.

[Are there any elements that have to be on the bottle packaging design like Names, ingredients, logos?

Yes. We have to have the product name (Lea & Perrins Worcestershire Sauce) Declared Weight, Ingredients, nutritional table, Allergy information and barcode.  We also strongly put The Original and Genuine and the Royal crest onto the label design.]

This was very useful in setting boundaries so I do not waste time in the design process.

[Firstly, where they source their ingredients? for instance do they use fair trade products?

Ingredients are sourced from many countries across the world, all via suppliers approved to Heinz stringent standards on quality, ethics and environmental awareness.]

This answers one question yet poses more. I do now realise that sourcing the products from around the world is not new to them so I can do this myself for my final project. But they have not been clear weather they import ingredients from around the world just for there English factory. Or whether they use ingredients around the world to supply the international factories with locally sourced materials. Also the answer “Heinz stringent standards on quality, ethics and environmental awareness” this does not answer the question which was are your products fair trade, running factories with workers on below minimum wage, in wasteful environmentally harmful factories may meet Heinz standards just fine.

[Firstly, I was wondering why the company had chosen to specifically attract 20-35 year old age group? Especially as 55% of sales come from households with no children. 

Jess, we would like to engage with this younger age group as at present we are seeing consumers of this age not using/ stop using Worcester sauce. To avoid having a lost generation of consumers (hence my Mum used to use Worcester Sauce but I don’t) we need to engage with them and make Lea & Perrins part of their everyday cooking.]

This lets me investigate the best way to redesign the logo.

[Can anything be added to the bottles as long as the bottle shape is kept the same? 

At this design stage we are happy to review any ideas.]

Changing the bottle design is not completely out of the question.

[Do you want Lea & Perrins, Heinz Group, or Worcester Sause label to be the main accent of the design? 

Would suggest we go with Lea & Perrins then Worcester Sauce (as per current label) We do not and would not promote Heinz group on the front of the label.]

Further great information on how the logo can be redesigned.

Group design Eco Orange packaging

Here we simple folded a rectangular shaped piece of cardboard into a V shape that would hold the products. Then wrapped the string around the card along its length caging and holding the oranges.

Then at the ends of the card we made two holes on each side of the V shaped opening and threaded a piece of string either side allowing the ends to be tied up like shoes strings to seal the holes shut at either end.

We were happy that this used the minimal amount of cardboard and was easy to make. not only this but the materials used to make this can easily be separated for recycling of separate use.

Eco Boot Design