Kelpod Process Manual & Graphic Standard

KelpodHydroponic Seeds
PROCESS MANUAL

TABLE OF CONTENTS
Logo Standard
Business System
Marketing Applications
Packaging
+ Dimensions
+ Color Palette
+ Logo
- Color
- Black & White
+ Unacceptable Uses
+ Alternative Uses
+ Typography
+ Kelp and Hydroponic Research
+ Business Demographic
+ Sketches
+ Refinements
+ Finalized Logo
+ Letterhead
+ Envelopes
+ Business Cards
+ Vehicles
+ Billboards
+ Website
+ Promotional Items
+ Research
+ Prototype
+ Refined Mockup
+ Finalized Packaging
Case Studies
Logo Development
1.
2.
3.
4.
5.
6.

CASE STUDIES
My aim for this research and design project was to come up with
a friendlier hydroponics packaging solution and an innovative pod
capsule made from kelp bulbs that would stay away from virgin
trees, plastic, and plastic coated products as much as possible in
the growing hydroponics industry.

6 elisha st denis | design 116 | winter 2014
Case Studies
Kelp and Hydroponics
Why Hydroponics?
Hydroponics is the ability to grow plants, using a mixture that already has the necessary nutrients, in water. This allows
people to grow plants in their homes without the use of soil. The packaging will use a seed-based paper to reflect on the product
inside. Growing your own food, such as herbs and spices, through the use of hydroponics is not only better for your own personal
health because of the lack of pesticides and the added nutrients in the water, it is also better for the environment because it does
not pollute the soil.
Why Kelp?
Kelp bulbs in the wild are used as floatation devices so that the stem and blades of the kelp will grow upwards to gather
sunlight. The bulbs hold in Carbon Monoxide, and thus are airtight, and act as a perfect container for this purpose. Because there
is already kelp harvesting taking place for various products, Kelpod provides a use for the bulbs which are usually thrown away.
Kelp bulbs harvested from the Pacific Ocean

7
Case Studies
Business Demographics
Over 65
44-64
25-44
18-25
Under 18
Age of Consumers
Upper to Middle Class Consumers: Because the nature of setting up a hydroponic system in one’s home is currently very expensive, this product will be targeted
to those who will have the funds to set up this system in their homes. Currently the state of the market is very small, but it is gathering momentum and is continuing to
grow. Because the market for consumer hydroponics was just recently released to the general public, expenses to start a hydroponic garden is very high. Due to the
use of natural materials the overhead costs might initially be higher to start growing a hydroponic garden, however, once the consumer only needs to buy the pods to
grow their produce, it should be more cost effective than purchasing inferior quality produce from the market.

LOGO DEVELOPMENT
I wanted my logo to be easy to identify among a group, have its
own branding, and have its personality show through its usage.
This was achieved through the mark that is featured underneath
“Kelpod,” and can be seen throughout the marketing and business
usages.

Logo Development
Sketches
Kel od
kel od
KELP D
KELP D
For my initial design, I tried to incorporate my mark into the overall design.
This was unsuccessful because when the mark was used as a letterform, it wasn’t
legible. The two sketches in the bottom right corner were too corporate and plain
for the main logo of my product. From these sketches I found the mark that I
wanted to incorporate with the rest of my design, which can be seen in the bottom
left sketch.

11
Logo Development
Refinements
Kelpod
Kelpod
Kelpod
Hydroponic
Seeds
Once I knew that I wanted to use the mark from my preliminary sketches, I
found a font that would fit my theme. The font had a curly accent to some of the
letters that mimicked kelp moving in seawater. The next problem that I faced was
how to incorporate the mark with the text without it being too distracting. I found
that if the mark was changed to another color and placed underneath the logo,
rather than beside it, it looked like kelp growing from the pod.

Logo Development
Finalized Logo: Color
The full color logo must use all of the dimensions specified in order to maintain
its full integrity. The color logo also must have the correct color corresponding to
each part of the logo. This logo is appropriate for most uses of marketing the product
and can be used across all forms of media including both print and web usage This
logo is to be displayed against a white background, except on web usage and other
promotional items, where a grey background may be appropriate.

13
Logo Development
Finalized Logo: Black and White
Although the color logo is preferred, the black and white logo is also available
to use, and can be used when the budget does not allow for full color printing. This
logo needs to be printed on a white surface for it to be displayed properly.

LOGO STANDARD
The logo standard is the terms and conditions that the logo may or
may not be used under. If there is ever a question about the logo
usage in an application that is not outlined here, please refer to the
graphics department for information on how to proceed.

Logo Standard
Dimensions
3.21“
4.63”
The logo is set at 3.21” x 4.63” and may be reduced to any fixed variation of
these proportions. If the logo is set to a size where the subtitle is not clearly legible,
the alternative logo variation may be used. (Refer to Page 20)
2 x-height
3 x-height
x-height

17
Logo Standard
Color Palette
C: 57%
M: 6%
Y: 100%
K: 0%
C: 0%
M: 0%
Y: 0%
K: 0%
C: 88%
M: 27%
Y: 100%
K: 15%
C: 0%
M: 0%
Y: 0%
K: 100%
The colors that are featured within the palette reflect upon the natural
environment that kelp is found in. After researching seaweed kelp more intensively
one will note that there are multiple components that make up seaweed, such as
the blade and the pod. The lighter green shade is representative of the kelp blades
that capture sunlight to feed the plant. Alternatively, the darker shade is a sample
of the pods that help keep the kelp bouyant by acting as a gas chamber.
Kelpod

Logo Standard
Unacceptable Uses
Kelpod
The logo was created a certain way, please do not modify or change the logo outside of the outlined
ways. Do not write over the mark, or cover any of the text that makes up the logo. The logo is also made to be
flat. Do not add additional computer effects to the logo such as shadow, glows, emboss, etc. If using the mark
separately from the rest of the logo, do not make it apart of another graphic. The mark is to remain separate
and distinct. The logo looks a certain way, do not rotate it, flip it (either horizontally or vertically), or squish it.
Do not cut off any of the logo, it is to be fully intact if the text is used, and if only the mark is used, then it is to
be fully visible as well. Finally, do not modify the logo colors, use the colors from the palette.
Do not combine graphics Do not cut off the logo

19
Logo Standard
Unacceptable Uses
Do not rotate the logo Do not skew the logoDo not change colors Do not flip the logo

Logo Standard
Alternative Uses
Alternate uses of the logo include using the mark, as can be seen on marketing tools such as business cards. If using the mark be
aware of how it fits with the rest of the design. If the background of the design is white, use the positive mark with the lighter green filling.
Another use of the mark is using the lighter green color and having the negative mark. Be sure to color match the background with the logo
color if using it this way. This can also be applied to the black and white versions of the mark as well.
If the logo is reduced to a smaller size and the subtitle of “Hydroponic Seeds” cannot be viewed, one may use the alternate version
of the logo where the subtitle is across the bottom of the logo instead.

21
Logo Standard
Typography
RoyalChicken
Gotham Bold
Gotham Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
0123456789
The logo features a typeface called “Royal Chicken” for the main text. Royal Chicken is best used for display and large headline usage.
Keep the amount of text in this typeface very limited. Also use the corresponding dark green for any headline text in this typeface.
The subtitle typeface that is used is part of the Gotham family, and it is the light variation. It is easy to read and for most purposes
is very content-appropriate. Keep this typeface in the pantone black color from the color palette.
If the headline is being for separate marketing purposes, another variation of the headline typeface can be Gotham Bold. This font
is generally more easy to read, and is better for headlines that are longer.
If your company does not have one of the fonts listed above, please contact the Kelpod headquarters and the graphics department
will respond with the necessary steps to proceeding with the design.

BUSINESS SYSTEM
The business system follows a very minimal theme and prevents the
graphics from competing with the message. Alignment and margin
information is specified on the following pages.

Sample Company Address
2000 Mariana Street,
Miramar, CA 94019
650.726.2434
Dear Mr John Smith,
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia,
there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the
Semantics, a large language ocean. A small river named Duden flows by their place and supplies
it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences
fly into your mouth.
Even the all-powerful Pointing has no control about the blind texts it is an almost
unorthographic life One day however a small line of blind text by the name of Lorem Ipsum
decided to leave for the far World of Grammar. The Big Oxmox advised her not to do so, because
there were thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little
Blind Text didn’t listen.
She packed her seven versalia, put her initial into the belt and made herself on the way.
When she reached the first hills of the Italic Mountains, she had a last view back on the skyline of
her hometown Bookmarksgrove, the headline of Alphabet Village and the subline of her own
road, the Line Lane. Pityful a rethoric question ran over her cheek, then she continued her way.
Best Wishes,
Elisha St. Denis
President
Kelpod Corporate Ctr.
1000 Ocean Avenue,
Half Moon Bay, CA 94018
+1.800.399.6344
www.kelpod.com
marketing@kelpod.com
1/2”
15/16”
5/8”
5/8”
11/16”
1/4”
1/4”
3/8”
1” 1”
1/2”
Front
8.5” x 11”
The letterhead is consistant with the rest of the business system, as it is minimal
& clean, provides good contrast, and is legible and easy to read. This letterhead
places the logo, without the mark, in the top-left hand corner. The recipient of the
letter is placed underneath the logo, and is aligned with the left side. The body copy
is Gotham Light, and the font size is 8pt.
All contact information of Kelpod, including the address, phone number,
email address, and website, is in the light green bar at the bottom. When placed in
an envelope, the paper is to be tri-folded so that the logo is first seen when opening
the envelope.
Business System
Letterhead

25
Business System
Business Cards
4.125” x 9.5”
1000 Ocean Avenue,
650.399.6344
Kelpod
The envelope features a very straightforward and minimalist approach. The
front of the envelope features the mark in its negative form, and the company’s
corporate address in a light green, consistent with the graphic standards. The bar
across the front allows for added contrast for the mark and the address.
The back of the envelope showcases the full logo on a plain white background
all over. The unique shape of the envelope is used to mimic the blades of the kelp
that are featured in the mark. Inside the envelope features the main light green
color as well.
From top to bottom:
Front of the envelope, Back of the envelope,
Inside Detail
Front
Back
Back Detail

Business System
Envelope
Elisha St. Denis
CEO
1000 Ocean Ave.
Half Moon Bay, CA
94018
650.399.6344
www.kelpod.com
The front of the business card features a light green to white gradient that
reaches from the bottom of the card up to the top. This effect leads the eye up
towards the logo at the top. The name on the business card is in Gotham Bold at 12pt.
The address and phone number is right justified, and is at a 10pt Gotham Light font.
The back of the card features the negative white mark against a light green
background with the company website underneath at 10pt Gotham Light font.
Front Back

27
Business System
Complete System
1000 Ocean Avenue,
650.399.6344
Kelpod
www.kelpod.com
Elisha St. Denis
CEO
1000 Ocean Ave.
Half Moon Bay, CA
94018
650.399.6344
Sample Company Address
2000 Mariana Street,
Miramar, CA 94019
650.726.2434
Dear Mr John Smith,
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia,
there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the
Semantics, a large language ocean. A small river named Duden flows by their place and supplies it
with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly
into your mouth.
Even the all-powerful Pointing has no control about the blind texts it is an almost
unorthographic life One day however a small line of blind text by the name of Lorem Ipsum decided
to leave for the far World of Grammar. The Big Oxmox advised her not to do so, because there were
thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text
didn’t listen.
She packed her seven versalia, put her initial into the belt and made herself on the way.
When she reached the first hills of the Italic Mountains, she had a last view back on the skyline of
her hometown Bookmarksgrove, the headline of Alphabet Village and the subline of her own road,
the Line Lane. Pityful a rethoric question ran over her cheek, then she continued her way.
Best Wishes,
Elisha St. Denis
President
1000 Ocean Avenue,
+1.800.399.6344
www.kelpod.com
marketing@kelpod.com

MARKETING APPLICATIONS
The following demonstrate how the logo is to be used on
promotional items, as well as marketing and social platforms.
Having a good marketing platform is crucial for the success of the
brand and needs to be properly utilized.

Vehicles
The top vehicle is mainly intended to transport Kelpod products from one area to another. The body of the van is the light green from
the color palette to create more dramatic appeal. The main logo is featured on both sides of the vehicle, and the negative mark is featured
on the top and back of the van.
The bottom vehicle is intended to be for promotional purposes, or for company personal transport. The body color detail of the car
is the same as the van.
Both of these vehicles are also available with white body paint with the logo placement in the same area. Instead of the negative
mark on the top and back, the positive green fill mark is the replacement.

31
Billboards
Kelpod
www.kelpod.com
Why buy your food when you can grow it yourself?
Kelpod
www.kelpod.com
Why buy your food when you can grow it yourself?
The billboard ads for Kelpod are designed to be simple and easy to read from a distance. These ads feature only the logo with the
website information underneath. The logo should take up 1/4th of the billboard height, with the website at the top of the bottom 1/4th. The
website typeface should be Gotham Bold and must have a black fill.

Website
http://www.Kelpod.comhttp://www.Kelpod.com
Label TwoLabel Two Label ThreeLabel Three Label FourLabel FourLabel OneLabel One
ButtonButton
ButtonButton
Kelpod
Home About Products Shop
Bitters Tonx irure mollit, vegan Odd Future Truffaut wolf synth
odio. Mumblecore veniam DIY roof party, Blue Bottle sriracha sar-
torial. Laboris readymade Bushwick banh mi. Gentrify McSwee-
ney's fap Godard, Cosby sweater American Apparel retro ad. Sel-
vage hashtag sint flexitarian eiusmod, nulla McSweeney's. Loca-
vore VHS sapiente laborum twee, Banksy Echo Park odio
McSweeney's 90's banh mi forage you probably haven't heard of
them. Wayfarers placeat beard chillwave.
Whatever gastropub church-key aesthetic dreamcatcher type-
writer. Actually plaid mlkshk YOLO ad bespoke, assumenda
culpa Truffaut McSweeney's Marfa XOXO magna Portland.
Hoodie mustache sartorial viral sint small batch. Enim ad sartori-
Shop Products
Kelpod
Fertilizer
Water Solution
Kelpod
Bitters Tonx irure mollit, vegan Odd Future
Truffaut wolf synth odio. Mumblecore veniam
DIY roof party, Blue Bottle sriracha sartorial.
Laboris readymade Bushwick banh mi. Gentri-
fy McSweeney's fap Godard, Cosby sweater
American Apparel retro ad. Selvage hashtag
sint flexitarian eiusmod, nulla McSweeney's.
Locavore VHS sapiente laborum twee, Banksy
Echo Park odio McSweeney's 90's banh mi
forage you probably haven't heard of them.
Wayfarers placeat beard chillwave.
Whatever gastropub church-key aesthetic dreamcatcher type-
writer. Actually plaid mlkshk YOLO ad bespoke, assumenda culpa Truf-
faut McSweeney's Marfa XOXO magna Portland. Hoodie mustache sar-
torial viral sint small batch. Enim ad sartorial try-hard, adipisicing aliquip
nesciunt cupidatat.
Paleo Blue Bottle Pitchfork distillery minim, Neutra 8-bit letter-
press wolf flexitarian pariatur. 8-bit four loko cardigan fugiat fashion
axe bicycle rights. Bushwick deserunt fap Vice fugiat. Esse you proba-
bly haven't heard of them small batch, proident Carles flexitarian loca-
vore Echo Park selfies stumptown tattooed freegan. Scenester salvia
UntitledUntitled
Google
Kelpod
Shop Products
Kelpod
Fertilizer
Water Solution
Truffaut wolf synth odio. Mumblecore veniam DIY
roof party, Blue Bottle sriracha sartorial. Laboris
readymade Bushwick banh mi. Gentrify McSwee-
ney's fap Godard, Cosby sweater American
Apparel retro ad. Selvage hashtag sint flexitarian
eiusmod, nulla McSweeney's. Locavore VHS
sapiente laborum twee, Banksy Echo Park odio
Truffaut wolf synth odio. Mumblecore veniam DIY
roof party, Blue Bottle sriracha sartorial. Laboris
readymade Bushwick banh mi. Gentrify McSwee-
ney's fap Godard, Cosby sweater American
Apparel retro ad. Selvage hashtag sint flexitarian
eiusmod, nulla McSweeney's. Locavore VHS
sapiente laborum twee, Banksy Echo Park odio
The website is used for both informational and shopping services. The website is clean and very straightforward featuring the logo
in the top left hand corner and the navigation to the right. The company website is mobile responsive and adapts to any size device that
the user is holding. Below are examples of the website on cellular, tablet, and desktop devices.
Website on Smartphones Website on Tablets Website on Desktop Computers

33
Promotional Items
Below are some examples of promotional items. The Kelpod logo, or the mark, must be the primary focus on the product. If the
product does not have a white background, gray be substituted.

PACKAGING
Everyday, the retail shelf life is a battle zone where brands compete
for consumer attention. When designing my package and graphics
I wanted to have maximum shelf impact. I wanted to attract and
target consumers as they walk down an aisle full of seed packages
to motivate them and pick up Kelpod’s package.

Packaging
Concept Designs
I knew from the beginning that I needed something to house the pod, but figuring
out the outer packing was difficult. The initial concept drawings were revolved
around the pod, and explored how many should be in each container and what
the pod-housing container should look like. It was not until later that I started
exploring with folding paper to make the mock-ups.

37
Pacakaging
Mock-ups
After working on different folding techniques, I came up with the idea of
using a triangular shaped container that would hold the pod inside. This shape
allows one of the packages to be fit in the outer container, and features an easy
way to extract the pod outside. Each pod container is meant to be easy to fit in
one’s hand, and be easy to transport. Because of the way it is folded, the user does
not have to actually touch the pod inside, instead, they can turn it upside down
and press each side to pop it out.

Packaging
Materials
Outer Packaging:
The outer packaging is made from paper with seeds embedded inside of it. This allows the consumer
to plant the product, instead of disposing it. This creates a sustainable solution that is also beneficial to
the consumer because they are up-cycling the product and contributing to their own garden, or to their
community.
Housing Container:
The outermost triangle that houses the Kelpod containers is made from a lightweight cardboard
that is strong enough to maintain its shape, but light enough to not interfere with the overall design and
aesthetics of the inside packaging. The outer container features a window made form acetate that allows
the audience to view the triangular containers within. Because the package is made into a triangular shape,
it can easy be stacked to make a square, which allows easier transport when shipped and exported.

39
Pacakaging
Finalized Design
My goal was to incorporate fresh bold and lucid colors. Each package has the logo on front, as well as a window in the shape of the
vegetable, spice, or herb, on the back to see the pod containers inside. Specific growing information as well as a description of the seed
is on either side of the packing.

Kelpod Process Manual & Graphic Standard

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