Peace Tea | Final Statement

TWO SENTENCES

(1) My ethos and logos containers capture the same message of sharing. (2) Ethos promotes sharing your personal voice with a community and logos promotes the size of the can being large enough to share.

STATEMENT

Bitting down on the plastic ends of the pins as I'm hanging up my work for final critique, stepping back, and thinking, "Yeah, I did that." is such a pleasing feeling. Wrapping up weeks of work in a final statement enforses that. When I first started working on my packaging I wasn't sure what the outcome would look like. Through sketches and sketches and sketches and (digital) sketches, I finally have come to the end. Through my choice of products (1), my sketches throughout the process (2) (3), digital sketches and final direction choices (4) (5) (6) I have reached my final package designs (shown below).

INTENT

Logos is displayed by the concept and benefit of the can's size. Because the can is so large, it's perfect for sharing. This is where the double straws come in. Creating a heart, the straws emphasize the concept of sharing is caring. As simple as the message was, I decided vectored images was the best graphic approach for redesigning the package.

Ethos is displayed through the concept of sharing your voice with others using an online community. Creditability is gained as the online community grows. The hand-rendered type and drawing [of the girls] adds a sense of personal community as well as creativity.

Pathos (the original can) displays the eager action of peace to the consumer. An emotion of support and action become present. It uses bold imagery, color, and strong graphic drawings and colors to almost yell "this is really important!" Even when I first picked up the can, I couldn't tell if I was excited to spread peace or annoyed by the thought of "hippies".

LINEAR PROCESS

This is my linear process for my logos packaging.

FINAL DESIGNS

Test

LOGOS

Logos is logical or the means of persuading by the use of reasoning. You look at deductive and inductive reasoning to back up your claim. Giving reasons is the heart of the argument. My approach is displayed by the concept and benefit of the can's size. Because the can is so large, it's perfect for sharing. This is where the double straws come in. Creating a heart, the straws emphasize the concept of sharing is caring. As simple as the message was, I decided vectored images was the best graphic approach for redesigning the package.

ETHOS

This mode shows credibility or ethical appeal is convincing the character of the author. For packaging design, or anything really (applying to ethos) you need to respect and believe in the project, person or problem, in order to give attention to it. Throughout my ethos directions, I kept in mind that the consumer needs to have someone to look up to to drink my tea, or be interested in the package. My approach, for ethos, is displayed through the concept of sharing your voice with others using an online community. Creditability is gained as the online community grows. The hand-rendered type and drawing [of the girls] adds a sense of personal community as well as creativity.

PATHOS

This mode uses emotion or persuades by appealing to the reader's emotions. This is also used as a means of persuasion. Emotional appeal can effectively enhance an argument. The original can displays the eager action of peace to the consumer. An emotion of support and action become present. It uses bold imagery, color, and strong graphic drawings and colors to almost yell "This is really important!" Even when I first picked up the can, I couldn't tell if I was excited to spread peace or annoyed by the thought of "hippies".

All of these can be backed through sketches of previous documentation and blog posts of this assignment. Click the link below named "Modes of Appeal" to see the whole process, from beginning to end.

Peace Tea | Tweaks For Final

ETHOS
LOGOS

Thoughts on the David Kerby Ad

Reading response to two statements by Mira Kalman and Benetton.

KALMAN

The initial shock of the image is very strong. I was totally blown away when the color was then shown in color. By just adding color, it brings the image to life (even more haunting than before).

It is also very interesting how imagery can strike a ten year old in just the same manner as it does for someone in their forties. This can help strike the mode of pathos and be able to communicate what your intended motive to people of all ages.

BENETTON

The first thing that struck me while reading this selection was how Benetton emphasized value on the individual versus the consumer. Not only the individual but the individuals morals. This can be done in logos. Being able to sway or effect someone by imagery or text is very powerful, especially when you target what a person feels strongly about.

Peace Tea: Share

SYNCING UP MODES

For my final concepts, both of my can directions match. When I say match, I don't mean like a series but I mean in content (kind of). Let me explain. Both modes I am using have to do with the same theme of sharing. For my ethos direction, my concept is "Share Your Voice". I am trying to bring the voice of the consumer out and in public. By doing this, Peace Tea drinkers can upload poems, stories, videos, drawings, and photographs of themselves sharing their piece tea with other people (since the can is so damn big and it's only 99 cents). For my logos direction, my concept is "Sharing is Caring". One of the many benefits to Peace Tea is sharing the can. It's a large can which can be split any way you'd like. Grab some straws, take a sip, take a gulp, and pass it on. Share the can. Share the love.

COLOUR AND "SHELF APPEAL"

As I am creating and choosing colors, I am keeping in mind what I like to call "shelf awareness". When this can is on the shelf, along with hundreds of other beverages, what's the appeal behind wanting to pick it up and drink it? Bright. Bold. Big. It usually works. As I also keep in mind my audience, I am going for a hand rendered, personal feel.

LOGOSETHOS

Peace Tea Labels for Ethos

Peace Tea Labels for Logos

Collecting Concepts and Directions

PEACE TEA

Mode; Ethos

Concept directions:

1. "Turning bad guys into good guys"

2. "Share Your Voice"

3. "Quotes from all generations"

Mode; Logos

Concept directions;

1. "Taste better in your mouth than. . ."

2. "Open a can on war" (Replace weapons with Peace Tea)

3. "Sharing is caring"

MISSION STATEMENT

Q: What's tall, supports peace and community, is all natural, and doesn't wreak of pachouli?

A: Peace Tea.

Peace Tea isn't just about peace, it's about getting rid of the things that don't make you feel good. Ever push someone over on the playground? I bet you felt bad. Ever hand someone an ice cold Peace Tea? I bet you and the other person felt good. That's what we're about at Peace Tea. Making the sun shine brighter, your body feel better, and turning the bad guys into good guys.

If you've ever felt like you're not part of a community or felt your opinion doesn't matter, Peace Tea is here to listen, watch, and help bring people together. The only thing that sounds better than laughter is the noise of someone cracking open a can of Peace Tea. Going against the grain and being apart of a revolution never tasted so good.

POSSIBLE MEANS OF RENDERING | with Karen Villalba

Logos; vector shapes; computer typography, hand rendered typography; photography, simple colors and images, adding cut outs to see the packaging,

Ethos; photography, illustration, scanning, a strong logo, metallic colors (metals), engraving, recycled packaging or labeling, gold leafing,

Pathos; water color, painting, photo collage, illustration, photography, screen printing, super bright and bold colors, sewn pattern/container, pattern making (hand or computer),

Modes of Appeal Round II

Modes of Appeal Round I

Modes of Appeal Notes

Mode of appeal are a classification fo rhetorical devices to appeal to an audience.

Ethos; character

Based on ethical character. They positioned by good will, gain audience's trust

Ex. testimonials, endorsements, seals of approval.

Pathos; suffering, emotion

Based on emotion plea. Consider what the audience needs, desires, fear. Uses lots of sensory details.

Ex. awareness campaigns, "poster child", sex sells.

Logos; word

Based on logic or reasons. Present in a reasonable sound manner.

Ex. facts, labels, reasonable

By understanding the viewers mental process, you can cater to those to effect the outcome of the viewers experience.

Modes of Appeal F+S

PATHOS

imagery; peace sign and hand immediate message, dire message

color; very vibrant, sensation of urgency or action

words; they're very powerful, "unite", "tear down the wall"

typography; represents big sign, protest

audience; this product wants to build a sense of community, young, internet aware, blog pictures, self expression (artwork/poetry)

ETHOS

imagery; none, simple

color; white, grey, not too confusing, relating, factual information.

words; description on the back of facts and information

typography; very clear text

audience; they are very apt to living a healthy, slower lifestyle and expect to get their monies worth of quality products.

LOGOS

imagery; elmer's logo and a chalk board and an apple but not very powerful of noticeable at first glance.

color; clean bottle, to see the clear product

words; clear, washable, school glue, safe, non-toxic

typography; stylistically childlike for big font and normal facts, chalk writing-like typeface.

audience; parents. the adults buy the glue because if their kid decides to eat it, or make a mess it is clearly "kid friendly" and non-toxic (phew).

Reading Response

TYPE AND IMAGE by Meggs, pg 130

Styles as a Message

Decoration can communicate and enhance graphic design. These stylistic approaches ornament is a greater sense to the viewers experiences with design. It adds connotative expression to denotative forms.

Through the use of a san serif letterform, design and the bauhaus movement was able to simplify a written form and create the simple "skeleton" and basis to stylize a typeface to appropriate it to that movement. The "drive toward simplification", addresses simplification in the interest of legibility, clean proportions grounded on basic geometric elements, renunciation of serifs, and adaptation to typewriter or machine print.

Historicism is the slavish copying of historical precedents and when it meets eclecticism (elements from ficerse sources and combining them into acceptable styles) both of these actions result in pluralistic reinvention.

ARISTOTLE'S APPEAL

Ethos; credibility or ethical appeal is convincing the character of the author. For packaging design, or anything really (applying to ethos) you need to respect and believe in the project, person or problem, in order to give attention to it.

What comes to mind? Good character, respect, trust, worthy, likable.

Pathos; emotional or persuading by appealing to the reader's emotions. This is also used as a means of persuasion. Emotional appeal can effectively enhance an argument.

What comes to mind? Emotion, sense of identity, self-interest, identity, personal.

Logos; logical or the means of persuading by the use of reasoning. This was Aristotle's favorite technique. You look at deductive and inductive reasoning to back up your claim. Giving reasons is the heart of the argument.

What comes to mind? Logic, reasoning, situational, reasons, goals, ideal.