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Innovating glass jars: a strategic design project for Verallia

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Research, ideation and prototyping of innovative concepts to freshen up a traditional product line

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Innovating glass jars: a strategic design project for Verallia

  1. 1. SAY IT WITH GLASS /
  2. 2. /Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 2 Drivenbythemaingoalofcreatingfeasibleandinnovative jar concepts for Verallia, this research aimed to build a broader knowledge about glass packaging through better analyzing Verallia’s brand, products’ properties, relevant final users and the current production process. Verallia’s branding, communication elements, values and structure are presented along with comparisons with competitor’s brands and glass industry landscape. Based on it, corporate strategies are envisioned. The products analysis focused their characteristics, their interaction with the consumer while displayed in the store and their relationship during use. By it, one can go deeper in the implications of shapes, sizes, colors and other physical properties of jars. Different users were analyzed and personas/stereotypes were defined in order to summarize and personify the findings. The report presents three distinct profiles with their respective needs and journey, by which one can grasp their lifestyles, consumer behaviors and presumed desire for one or other jar. Based on these inputs, four scenarios were created to prompt the generation of new concepts. The research served as an inspirational platform for the R&D team [candidates of the Master in Strategic Design – Poli.Design 2014/2015] and building this common knowledge background with the company is essential to promote a better comprehension about the inspirations and implications of each concept. Although the current production process is not presented in this report, it was constantly considered during ideation phase. ABSTRACT
  3. 3. / SAY IT WITH GLASS INDEX 01. COMPANY OVERVIEW 02. PRODUCT ANALYSIS 03. USER’S DEFINITION 04. IDEATION PHASE 05. DESIGN CONCEPTS 05.2 THE FINGER JAR Francesco Aliprandi - Guilherme Pacher 05.1 THE KNIFE WELCOMER Francesco Aliprandi - Guilherme Pacher 05.3 REF. IN THE IMAGINARIUM Luisa Figueroa - Max Yogoro 05.4 DOTTY Luisa Figueroa - Max Yogoro 05.5 SUNNY Luisa Figueroa - Max Yogoro 05.6 TWO IN ONE Yasuyuki Hayama - Dhanashri Walimbe 05.7 HONEY COIL Yasuyuki Hayama - Dhanashri Walimbe 05.8 THE NATURE INSIDE Yasuyuki Hayama - Dhanashri Walimbe 05.9 THE SPHERE Marcela Cubero - Nicole de Cándido - Veronika Ji 05.10 CHEMISTRY Marcela Cubero - Nicole de Cándido - Veronika Ji 05.11 THE TEA CUP Marcela Cubero - Nicole de Cándido - Veronika Ji 05.12 THE STAMP JAR Erik Andrade - Silvia Podestá 05.13 THE LIGHT HOUSE Erik Andrade - Silvia Podestá 05.14 THE HONEY POT Erik Andrade - Silvia Podestá 05.15 THE SPOON SAVER Erik Andrade - Silvia Podestá 06. SCENARIO’S LANDSCAPE
  4. 4. COMPANY OVERVIEW Bottiglie e vasi in vetro per alimenti
  5. 5. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 5 01.1 COMPANY PROFILE A member of the bespoke Saint Gobain Group, glass manufacturer Verallia has bonded its reputation to high quality glass packaging for both the beverages and food sector. Iconic shapes that populate consumers’ mind are thoroughly designed and molded in its plants: Martini Royal precious bottle, Vecchia Romagna stout flask and Mutti tomato puree jar - to name just a few. A staple in the B2B glass packaging market,Veralliaservestenthousands clients in 47 countries worldwide and with more than 90 plants and 6 innovation and research hubs can rely on an articulated network of partners, to ensure high standards of manufacturing and service. The key points of the brand strategy arehigh levelsofcapitalexpenditure, combined with a constant quest for innovation in all areas of glass packaging, and a business model which combines the “strength” of its industrial facilities with the “proximity” of a local market presence to serve customers of all sizes. Moreover, in order to foster its relationships with customers, the French company is pursuing differentiation of solutions and products, often through co- development with the very clients. Sustainability, corporate social responsability and commitment are consistently stressed throughout Verallia’s brand identity as they are the core values that cement and sustain the company’s brand equity. “Verallia aims at becoming the benchmark for glass packaging and,moregenerally,forrigidpackging-acompanycontributing to the sustainable development of its communities, value for its customers and the well-being of its end-consumers.” CORE VALUES 6 INNOVATION HUBS ONGOING QUEST FOR OUTSTANDING DESIGN AND TECHNOLOGIES SOCIAL COMMITMENT STRICT PRINCIPLES OF CONDUIT: PROFESSIONAL COMMITMENT, RESPECT FOR LAW, CARING FOR THE ENVIRONMENT, WORKER HEALTH AND SAFETY, EMPLOYEE RIGHTS. TRAINING AND CAREER MANAGEMENT FOR THE EMPLOYEES’ PROFESSIONAL DEVELOPMENT. INNOVATION CSR
  6. 6. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 6 0 wasteThe company’s focus on sustainability is embodied in a strict code of cunduit: 3.2B bottles and jars produced in 2011. 6 factories plus 10 furnaces, 3 recycling plants and 2 innovation labs 1400 products 770. 000 glass tons the amount of recycled material used every year to produce new containers in the food and beverages glass packaging 3rd brand 1100employees ITALIA Verallia labs specifically conceived as hotbeds for design sperimentation , aimed at preempting new market trends and exploring fresh opportunities Product variety 11 color hues BORDOLESE BOURGOGNE HONEY JAR LIQUEUR OIL BOTTLE -high % of recycled glass -water recycling systems -reduced noise pollution -methane and fuel oil Bottiglie e vasi in vetro per alimenti
  7. 7. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 7 01.2 GLASS FOOD & BEVERAGE PACKAGING INDUSTRY-OVERVIEW Glass is being used to package food, chemicals, pharmaceuticals, and alcoholic and non-alcoholic beverages. Glass bottles and jars are available in various shapes, sizes and colors. This suits the application wherein they are used. Rising preference for glass in the healthcare industry due to its sterility is likely to be a factor contributing to the growth of the glass packaging market. Increasing consumer awareness about sustainable and hygienic packaging of food and beverages is likely to provide new opportunities for the growth of the glass packaging market in the near future. In fact, it is the ideal packaging for containing food: it is healthy and preserves tastes and flavours, it’s natural, safe, hygienic, elegant, 100% recyclable endless times.
  8. 8. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 8 01.3 AUDITING THE BRAND
  9. 9. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 9 Sustainability and innovation - as already said- are the twopivotalvaluesthatgiveshapetoVeralliavaluesystem. Let’s now have a closer look at what sustainability means for companies operating in the glass manufacturing market. Intuitively associated with environmental issues, the concepts stretches beyond that, to enclose also the economic and social dimension of the organisations. Foracompany,achievingeconomicsustainabilitymeans being able to rely on a sound economic performance, which ultimately will allow further investments to back up the very process of reducing the environmental impact , while also making a positive social contribution. Innovation comes into play as soon as sustainability has to be achieved continuously over time, and processes need to be costantly up-to-date with changing dynamics and economic and social requirements. Three significant shifts of values could be identified as the main drivers of this updating process within the brand Verallia: from “recycling” to “upcycling” (an example: “I riprodotti”, a collection of objects made up of glass bottles and jars), from the concept of “creation” to that more crucial of “innovation”, from “safety in the worplace” to the comprehensive “corporate social responsibility”. The following mental map plots on a two layered graph the users’ conceptual associations to the glass, intended as packaging material in the food and beverage market: the above layer stands for the product dimension, while the lower one gathers all the concepts that are related to glass by virtue of cultural scripts: values such as innovation, recycle and commitment have become integral part of Verallia’s- as well as of all the other companies in the glass manufacturing industry- which uses them as statement values for of its brand equity. By comparing the intensity of users’ association between a particular concepts and the material, with the importance placed by the company upon each concept, we may get interesting insights about areas of intervention yet to be properly explored by the brand; or even, we could identify possible discrepancies between the users’ perception of the brand and the company’s goals. 01.3.1 SHIFTING BRAND VALUES AND IMPLICATIONS ON BRAND EQUITY
  10. 10. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 10 Degree of given importance in the brand strategy Intensity of consumers’ association with the material Product level Cultural level High Very High High Medium Low Medium Low Commitment Recycle Genuinity Heaviness Design Technology Tradition Decoration Volume Transparency Hygene Customisation Innovation Variety Vintage Food Drink Environment MENTAL MAP FOR VERALLIA
  11. 11. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 11 A consistent, relevant and all-round communications strategy allows the company to orchestrate diverse media to convey its brand values and mission. From social presence to video and corporate brochures, all the elements of the brand identity reinforce the company’s mission: achieving excellence in the market through a savvy mix of sustainability, design and innovation. WEBSITESOCIAL MEDIA CORPORATE BROCHURES EVENTS & PRESS CORPORATE VIDEO 01.3.2 A CONSISTENT TONE OF VOICE
  12. 12. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 12 The graph depicts the performances of four major players in the food&beverages glass market, according to eight variables. The organisations studied all feature medium and even high levels for each of the variables, suggesting that the market leaders are all aligned on the same standards and this results in a tough competition. Hence, the need for them to create unique PODS (Points Of Difference). In a market where the Points Of Parity (POPs) are excellent performances, sustainability best practices, design and state of art technology, Verallia needs to find different levers to appeal to customers. Most of all, it needs to be recognizable and to build a powerful brand equity, that is ultimately a function of the number, strenght and uniqueness of consumers’ associations to its brand. Low Medium High B2B Product scope Design variety Iconic product lines Sustainability Brand Equity Product system Customisation (pattern&shapes) Verallia Bormioli Ardagh O-Igroup In the food&beverages packaging market,the product scope measures how mcuh a company is focused on glass, or it exploits differnt materials Bormioli.Rocco iconic product line “4 stagioni” and “fido” yield the company a strong grasp on the italian consumer’s mind, for whom the company is synonim of specific culinary habits Brand equity here stands for the visibility of the brand in user’s mind. Verallia’s bespoke reputation amomg its B2B customers is not preventing teh company from being relatively unknown in the B2C market 01.3.4 FLOATING IN RED WATER? Blue ocean analysis suggests competition is tight in the food & drink glass market
  13. 13. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 13 Far from being just a matter of creating new products, innovation can be pursued by leveraging a mix of different elements, which in their whole constitute the company landscape: internal processes, production chain, services, branding, network of stakeholders. The“ten types of innovation” is a powerful tool developed by strategy consulting group Doblin to asses the performance of an organisation in three relevant areas: the offering, the configuration and the experience. Each area is allocated some components, on which innovation can be pursued. For the offering: • Product performances: How distinguishing features and functionalities are developed • Product systems: complementary products and services For the configuration: • Business Model • Network: valuable connections with stakeholders • Structure: the internal ortganisation of the company • Process: how does the company put in place superior methods for accomplishing its work Finally, for the experience: • Customer engagement • Brand • Channel: how the offering is delivered to customers. We applied the Ten Types of Innovation tool first to the glass packaging industry as a whole, then specifically to Verallia, to assess their performances for each of the components and highlight possible areas of improvement. Tough performing very well on average, Verallia may look for innovation in those areas like product system, service ans business model whcih still leave some room for enhancement. 01.3.5 INVESTIGATING THE STRATEGY: INNOVATION LANDSCAPE
  14. 14. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 14 Core Processes Low Medium High Enabling Processes Product Service System Product Performance Services Channels Brand Customer Engagement Business Model Value Network Complementary product manufacturing Complementary product manufacturing (lids, locking..) Advanced glass Manufacturing technology and processes. B2B & B2C customised services offerings Worldwide presence in proximity of B2B/B2C clients A large variety of offerings for customers (B2B/ B2C) along with personalised services 01.3.6 INNOVATION LANDSCAPE - GLASS PACKAGING INDUSTRY
  15. 15. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 01. COMPANY 15 Core Processes Low Medium High Enabling Processes Product Service System Product Performance Services Channels Brand Customer Engagement Business Model Value Network Advanced glass manufacturing technology and processes. Large variety plus innovative offerings in food and beverage glass packaging products. Best quality product range. Worldwide presence in proximity of B2B clients Design application for 3D customised co-creation with the client Customised design, reduced time-to-market Strong brand image in the B2B sector. Less awareness among B2C customers World’s 3rd largest glass food packaging manufacturer 01.3.7 INNOVATION LANDSCAPE - VERALLIA
  16. 16. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 16 PRODUCT ANALYSIS
  17. 17. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 17 As part of our research, we visited several stores from different sectors: High end, Middle end, Low end and Organic food markets. We analized the way in which products contained in glass jars are displayed as well as the predominant shapes of jars used for each group of products, such as honeys, marmelades, spreadable sweet creams (chocolate and nuts) and other types of spreadable creams. In the following spreads you may find an annalysis of both the way these products are displayed as well as the shapes and their relationships with the way the consumer relates to each product. As part of our research we tested the product, evaluating differents aspects of it, like shapes, functions, appealing, use. We also visited the Verallia factory where we were able to understand the manufacturing process of glass containers. This was a very important step in our research because it helped us understanding the technical constraints of our concepts. 02.O INTRODUCTION
  18. 18. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 18 Emotion VALUEPROPOSITION Performance Function Form STRONG MEDIUM WEAK We analysed 3 companies for each, Premium and Standard supermarket. Premium: Eataly, Natura, Rinascente / Standard: Carrefour, Esselunga, Simply. Jars are standarized specially in terms of shape and basic performance. In each case of jam, chocolate and honey. There seem to be a few number of examples of jars that try to distinguish they value from an emotional point of view. JAM PREMIUM STANDARD CHOCOLATE HONEY PREMIUM STANDARD PREMIUM STANDARD 02.1 MARKET ANALYSIS - VALUE PROPOSITION
  19. 19. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 19 Texture No texture Convergent No - Convergent Straight labeling Body labeling Symetric Asymetric STRONG MEDIUM WEAK Almost all types of jars are standarized in order the clients to get some advantages in terms of logistics, production, transportation and price. There are few examples of jars trying to allow the users to get aditional value. PRODUCTSHAPE JAM PREMIUM STANDARD CHOCOLATE HONEY PREMIUM STANDARD PREMIUM STANDARD 02.2 MARKET ANALYSIS - SHAPES
  20. 20. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 20 02.3 PRODUCT TEST
  21. 21. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 21 APPEARANCE STAND ALONE DISPLAY HONEY HIGHER-MOREELEGANT DIFFICULTTO CHOOSE TEXTILEORDECORATIONONLEADS MINIMALISTLABELS LOOKS MORE SUITABLE IF THE JAR REMINDS THE HONEYCOMBS SIMETRIC, ROUND SHAPES NO VERTICAL JARS ROUNDSHAPES + PREM IUM :NOT HORIZ.OR VERTICAL + PREMIUM: NOTTOO BIG + PREMIUM= ROUNDED SHAPE - PREMIUM: SMALLER JAR - PREMIUM: TRADITIONAL SHAPEAPPEALING PREMIU M PERCEPTION JAM CHOCOLATE PRODUCT/RE LATION 02.3.1 PRODUCT TEST - INSIGHTS
  22. 22. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 22 USE TOOLS LEAD LITTLESPOONORKNIFE HONEY SPOON (FOR HONEY) HONEY SPOON IS THE WORS TOOL SPOON/ KNIFE AREN’T 100% EFFECTIVE PUT INSIDE HOT WATER-SHAKE (HONEY) P UT IN S IDECOFFE-S HA K E (C HOC O L A TE) ACCESSTO THELAST PORTION USER DOESN’T WANTTO GET STICKY WAITING TIME WHILE SERVING (HONEY) SPILLING THE PRODUCT WHILE SERVING 3 R D BE ST: PLASTIC COVER ( NO TW IST) 2NDBEST:METALTWIST-OFF BEST:PLASTICTWIST-OFF LASTPORT ION DI FFICULTIES 02.3.2 PRODUCT TEST - INSIGHTS
  23. 23. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 23 02.4 INSPIRATION BOARD
  24. 24. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 24 During the visits to different High end food stores we could notice that the shelves are not as high as in Middle and Low end food stores, not even as in Organic food stores. The lighting is directed to the product and the hight of the shelves is relatively low in comparison to the other stores. Even thoough products are separated by brands and sizes in Middle end, Low end and Organic stores, in High end stores we can notice a very intentional separation and organization of products. HIGH END FOOD STORES EATALY HIGH END FOOD STORES EXCELSIOR / EAT’S HIGH END FOOD STORES PECK’S 02.5.1 HIGH END STORES
  25. 25. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 25 We could observe in the Middle and Low end food stores that the shelves were the products are displayed are much taller than in High end food stores. The lighting is more general than focused to product enhancement. As for the consumer the visibility is compromised as the choices are displayed in a way that he/shemustlookallovertheshelfand search for the the desired product. MIDDLE END FOOD STORES ESSELUNGA LOW END FOOD STORES PAM LOW END FOOD STORES PAM LOW END FOOD STORES SIMPLY 02.5.2 MIDDLE AND LOW END STORES
  26. 26. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 26 02.5.3 VISIT TO STORES. MARMALADES AND JAMS. HIGH END FOOD STORES MEDIUM END FOOD STORES LOW END FOOD STORES ORGANIC FOOD STORES
  27. 27. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 27 02.5.4 VISIT TO STORES. HONEYS. HIGH END FOOD STORES MEDIUM END FOOD STORES LOW END FOOD STORES ORGANIC FOOD STORES
  28. 28. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 28 HIGH END FOOD STORES MEDIUM END FOOD STORES LOW END FOOD STORES ORGANIC FOOD STORES 02.5.5 VISIT TO STORES. SPREADABLE CREAMS.
  29. 29. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 29 As we analized the product portfolio of each type of food store we could inmediatly notice some variables that we thaught were interesting for our research. We observed that in High end and Organic stores the portfolio of products is bigger than in the Medium and Low end food stores. The shapes of the jars are very particular in High end food stores and the product portfolio is very big. On the other hand in Organic food stores we could see that even though the variety of products is similar to the High end food stores, the shapes of the jars are much more common. In Middle end food stores we could find a big arrange of products, but not as diversified as in High end and Organic food stores and the shapes of the jars respond in a way much more to efficient issues than to appealing ones. Regarding the Low end food stores it was evident the fact that the product offering was very limited, usually up to five choices for each of the products analized. 02.5.6 VISIT TO STORES MIDDLE END FOOD STORES ORGANIC FOOD STORES LOW END FOOD STORES HIGH END FOOD STORES MORE THAN 20 CHOICES FOR EACH PRODUCT CATEGORY AROUND 20 CHOICES FOR EACH PRODUCT CATEGORY UP TO 15 CHOICES FOR EACH PRODUCT CATEGORY 3 TO 8 CHOICES FOR EACH PRODUCT CATEGORY Eataly, Eat’s, Peck’s and la Rinascente. Esselunga, Carrefour, IperCoop and Auchan. Billa, Conad, Simply and Pam. NaturaSi and Bio Natura.
  30. 30. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 02. PRODUCT ANALYSIS 30 CONSTRAINTS FROM THE PRODUCTION PROCESS - Press and Blow ... For the Jars - Blow and Blow ... For the bottles - Cost; 10 Cents on average - Label must be protected - Embossing and logos OTHER NOTES - The principles of Saint Gobain; Behavior and Action - Geographical Distribution of Dego’s sales - Dego’s production Segments (Wines 33%, Sparkling Wine 29%, Jars 14%) 02.6 FACTORY VISIT
  31. 31. USER’S DEFINITION
  32. 32. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 32 03.1 USER’S DATA Taking in consideration the importance of the final user for the jar’s design, the next step was to define what kind of people could be the most accurate to research about. As a part of the design methodology we are following, we decided to built three personas. As the jar is considered just a packaging, there are lots of people who directly or not, using it. With our three personas, we can understand from a better point of view, the range of different needs involved in all the process faced by different people, from the moment in which they decide to buy something (in this case a sweet product packed in a glass jar) until the last step of the life cycle of it and its package, without leaving behind all the logistic’s considerations that different people could have depending also, of the differet lifestyles.
  33. 33. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 33 03.2 PERSONAS AND JOURNEY MARTINA // 21 // STUDENT MATTEO // 30 // DENTIST & ANNA // 32 // VET FRANCO // 40 // SALES MANAGER GIORGIA // 38 // TEACHER CELIA, 4// LUCA, 3 // ANGELA, 0.5 “I really like the convenient stuffs, it saves my time!” “We always got inspired and attracted by the special beautiful things.” “We really hope our kids grow up happily and healthy.”
  34. 34. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 34 PROFILE Martina comes from Sicily, now she’s studying in Milan for her Master’s degree in Economics. She shares an appartment in Isola area with 2 other students. She is looking for partime job so that she could rely less on her parents financially. She wants to learn and participant as much as possible in life. DETECTED NEEDS LIFESTYLE Martina spents a lot of time preparing her thesis, meanwhile she also likes to meet friends in social events. She cares very much about her figure, so that she goes to gym twice a week and attends outdoor activities occasionally. She often takes the lunch box to school and sometimes also brings the food to the outdoor activities. She goes to the nearest supermarket during weekend for grocery shopping. In the supermarket, she is always looking for stuff which are convenient and fits her budget. Since she doesn’t have a car, she needs to take home the shopping bag with hand. “ I really like the convenient stuffs, it saves my time! ” PORTION SIZE USABILITY SAFETY HEALTHY PRICE VISUAL ATRACTIVENESS PRODUCT INFORMATION DETECTED NEEDS MARTINA 25 50 75 PORTION SIZE USABIL SAF HEALTHY PRICE VISUAL ATRACTIVENESS PRODUCT INFORMATION DETECTED NEEDS MATTEO & ANNA 25 50 75 PERSONA // MARTINA // 21 // STUDENT
  35. 35. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 35 USER JOURNEY // MARTINA // 21 // STUDENT phases main question actions people objects environment relevant information experience satisfaction Finding Evaluating and choosing Transporting Storing Accessing the content GETTING USING FINISHING Accessing the last content Disposing or re-using JOURNEY // MARTINA [young student] Where is the honey? Which is the best honey that fits my bugdet? How to safely take it home? Will it going to fit the space I have to this kind of product? What is the bet way to take the honey out of the jar? What is the best way to take the content left? Where should it be disposed? Looking for the honey shelf Checking price and promotions Evaluating appearance, and/or volume Putting on bag or backpack Carrying it home [walking or by public transportation] Arranging and rearranging other products and the honey itself Taking it out of the closet and opening it Picking tool and content Placing tool while not using [in plate, lid or jar] Closing the jar Re-storing it Pick the chosen tool Reach every corner of the jar Dispose the jar Alone With flat mates Alone or with flat mates Alone Small cart or basket Personal backpack Bag or backpack Closet Other food products [also of her flat mates] Breakfast stuff Spoon, knife or hot water Trash can inside near supermar- ket Honey shelf Street and/or public transportation Kitchen Kitchen or dinner room Kitchen Signs and labels about shelves’ categories Product label Confusing [sometimes it’s difficult to find the right shelf] Neutral Annoying [sometimes it is difficult to reach all the content and every corner] Neutral Bad [because she is dealing with waste/trash] Happy [she’s having breakfast] Annoying [it’s hard to walk carrying groceries]
  36. 36. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 36 PROFILE Matteo and Anna got married 2 years ago. They both got very high education background, and have professional jobs, doctor and vet. They are now living in Romolo area, and planning to buy an appartment in via Montenero next year. They share similar value in life, which is to live healthy and classy. DETECTED NEEDS LIFESTYLE Matteo and Anna are quite busy on their work during week days, and even sometimes get emergency call during weekends. They eat in restaurants with colleagues for lunch, and for dinner at home they pay a lot of attention to the healthness and balance. During weekend, they go to the big supermarket such as Essenlunga for grocery shopping. And some evenings they go shopping in Eataly for some special and natural products. Even without concrete shopping list, they also would like to go there and purely got inspiration for gifts or life ideas. They both easily got attracted to smart designed goods. PERSONAS // MATTEO // 30 // DENTIST ANNA // 32 // VET “We always got inspired and attracted by the special beautiful things.” PORTION SIZE USABILITY SAFETY HEALTHY PRICE VISUAL ACTIVENESS PRODUCT INFORMATION DETECTED NEEDS MARTINA 25 50 75 PORTION SIZE USABILITY SAFETY HEALTHY PRICE VISUAL ATRACTIVENESS PRODUCT INFORMATION DETECTED NEEDS MATTEO & ANNA 25 50 75 PORTION SIZE USABILITY SAFETY HEALTHY PRICE VISUAL ATRACTIVENESS PRODUCT INFORMATION DETECTED NEEDS FRANCO, GIORGIA & FAMIL 25 50 75 PORTION SIZE
  37. 37. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 37 USER JOURNEY // MATTEO // 30 // DENTIST //// ANNA // 32 // VET phases main question actions people objects environment relevant information experience satisfaction Finding Evaluating and choosing Transporting Storing Accessing the content GETTING USING FINISHING Accessing the last content Disposing or re-using JOURNEY // ....... i don’t have the name [professional young couple] What do I want to buy today? What is the best healthy jam in the market? How to take it home? Where should I put the jam? How I want to taste the jam? Do we have more jam? How should I dispose it? Looking through the shelf Looking at labels and for appealing packag- ing Checking ingredients and nutrition facts Checking price Putting on bag or backpack Carry the products to the car Rearranging other products Putting the honey in front of other products [due to its attractive appearance Taking it out of the closet and opening the jar Picking tool and the content Placing the tool while not using [plate] Closing the jar Re-storing it Pick the chosen tool Reach every corner Putting the jar in the sink Putting it on the dishwasher Disposing it on the glass recycling basket Couple One or another Small cart or basket Purse/bag Bag Bag Other products Closet Breakfast stuff Spoon, knife or hot water Sink Dishwasher Other dishes Trash can for glass Fancy market Sweet shelf Market Car Kitchen Kitchen or dinner room Nutrition factsIndoor [market] ads Product label Inspired In love Sad [“there’s no jam anymore”] Satisfied SatisfiedHappy [she’s having breakfast] Neutral Kitchen
  38. 38. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 38 PROFILE Franco and Giorgia have 3 kids, Celia 4 years old, Luca 3 years old, and 6 months old Angela. They live in a house in the suburbs of Milan. Both parents are working fulltime, and grandma takes care of the kids on week days. Since Celia has some decayed teeth as she ate much sugar. The doctor ask her parents to give her less sugar. DETECTED NEEDS LIFESTYLE Franco travels a lot for work, in hence he treasures very much about the weekends staying with family. Giorgia often does the grocery shopping on week days evening after work, so that on weekends they could accompany the kids adequately. Celia and Luca loves chocolate and sweets, however they don’t want kids to get decayed teeth or over- weighted. In hence they usually try to find some bio or low-fat food for kids. During weekends, family drive to Natura Si for some trustworthy sweet shopping, and then Franco will makes some chocalate crepes for kids. They are happy to see kids grow up happily and heathy. PERSONAS // FRANCO // 40 // SALES MANAGER GIORGIA // 38 // TEACHER CELIA, 4// LUCA, 3 // ANGELA, 0.5 “We always got inspired and attracted by the special beautiful things.” PORTION SIZE USABILITY SAFETY HEALTHY PRICE VISUAL ATRACTIVENESS PRODUCT INFORMATION DETECTED NEEDS MATTEO & ANNA 25 50 75 PORTION SIZE USABILITY SAFETY HEALTHY PRICE VISUAL ATRACTIVENESS PRODUCT INFORMATION DETECTED NEEDS FRANCO, GIORGIA & FAMILY 25 50 75 PORTION SIZE
  39. 39. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 39 phases main question actions people objects environment relevant information experience satisfaction Finding Evaluating and choosing Transporting Storing Accessing the content GETTING USING FINISHING Accessing the last content Disposing or re-using JOURNEY // Massimo, Giorgia and three kids [family] Where can I find the healthy chocolate? Which chocolate suits better my kids’ condition? How to safely take it home? How can I store the chocolate away from the kids? How can I provide proper quanti- ty/volume to my kids each time? What is the best way to take the content left? Is it worth keep- ing the jar? Taking care and following kids Stopping at the chocolate shelf Take the products and check the description [because of health requirements] Ask kids to choose Kids point and pick one While taking care of the kids... Carry the products to the car and arrange them there Take it from the car to the kitchen Arrange the higher closet to store the chocolate Taking it out of the closet and opening the jar. Picking tool and the content. Put limited quantity on a home made pancake Placing the tool while not using [plate, lid or in the jar]. Closing the jar. Re-storing it Pick the chosen tool Reach every corner Judging its appear- ance and reliability of the closing system If not worth keeping: Clean and dispose If worth keeping: take off the label, put in the dish washer and reuse Parents and kids Small cart/basket Baby stroller Shopping bag Market products Closet Other products Chocolate Tool Pan Parents and kids Grandparents Maybe other kids Parents Spoon, knife of bread Dish washer Tool to remove the label Healthy/bio market Chocolate shelf Car Kitchen Recipe [on book or app] Signs and labels about shelves’ categories Product label [with emphasis on descrip- tion and ingredients] Happy [it’s a family moment] Cautions [they are taking care of the children] Neutral Annoying [some- times it is difficult to reach all the content and every corner] Careful [due to products characteristics] Annoying [sometimes taking off the label is very difficult] Happy and fulfilling [for spending leisure time with their children] Neutral USER JOURNEY // FRANCO // 40 // SALES MANAGER //// GIORGIA // 38 // TEACHER //// LUCIO, 4// LUCA, 3 // ANGELA, 0.5
  40. 40. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 40 AFETY SAFETY HEALTHY PRICE PRODUCT INFORMATION SAFETY HEALTHY PRICE PRODUCT INFORMATION PORTION SIZE USABILITY SAFETY HEALTHY PRICE VISUAL ATRACTIVENESS PRODUCT INFORMATION 25 50 75 03.3 COMPARISON OF THE DETECTED NEEDS Looking for intersections and differences among the needs of different personas, it’s possible to understand which design elements makes sense to the crowd and which better fits a specific kind of market segment. To compare their needs, we analyzed them on the following dimensions: PORTION SIZE [0 as very small and 100 as very big] The smaller the easier to carry And it also influence the relation between the product’s expire date and people’s consumption speed [e.g. short expire dates are better suited in small portion sizes] USABILITY [0 as bad and 100 as good] How easy is to open/close it and to access its content SAFETY [0 as unsafe and 100 as very safe] How safe is handling the product for children and elders? PRODUCT INFORMATION [0 as confusing ormissing and 100 as clear and proper] Information must be shown and explained in a clear way HEALTHY CONTENT [0 as unhealthy and 100 as healthy] How healthy is the content PRICE [0 as not important and 100 as very important] How important is the price of the product VISUAL ATTRACTIVENESS [0 as not attractive and 100 as very attractive] Due to its packaging and content, how visually appealing is the product.
  41. 41. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 03. USER’S DEFINITION 41 03.4 CHALLENGES + OPPORTUNITIES FOR JAR DESIGN phases user experience FAMILY // FRANCO, 40, sales manager // GIORGIA, 38, teacher // CELIA, 4 // LUCA, 3 // ANGELA, 0.5 COUPLE // MATTEO, 30, dentist // ANNA, 32, vet YOUNG // MARTINA, 21, student GETTING USING FINISHING Finding it in the market Evaluating and choosing Transporting Storing Accessing the content Accessing the last content Disposing or re-using USER JOURNEY // CHALLENGES + OPPORTUNITIES FOR JAR DESIGN Confusing [sometimes it’s difficult to find the right shelf] Neutral Annoying [sometimes it is difficult to reach all the content and every corner] Neutral Bad [because she is dealing with waste/trash] Happy [she’s having breakfast] Annoying [it’s hard to walk carrying groceries] Inspired In love Sad [“there’s no jam anymore”] Satisfied SatisfiedHappy [she’s having breakfast] Neutral Happy [it’s a family moment] Cautions [they are taking care of the children] Neutral Annoying [some- times it is difficult to reach all the content and every corner] Careful [due to products characteristics] Annoying [sometimes taking off the label is very difficult] Happy and fulfilling [for spending leisure time with family] Neutral
  42. 42. THE IDEATION PHASE BUILDING THE SCENARIOS
  43. 43. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 04. BUILDING SCENARIOS 43 Prompted by the need to stay ahead of competition and adapting to new market needs and trends, Verallia Italia is looking for innovative concepts, to freshen up its jar product line. Namely, the company is looking for an appealing, eye-catching jar for the jam, honey and other confectionary spreads market. Starting from the the brief with its general intentions, our team embarked in an in-depth process of analysis and research, whose first stage was the definition of two kind of elements: • specific intentions: further details that help better frame the brief, converging the research on a well defined context, with a view of achieving a specific goal. In this case, we chose to focus on the organic sweet confectionary spreads segment within the European market. • design objectives: in this category all the constraints and the elements that are relevant for the pursuit of the brief’s goal were listed and thoroughly examinated. We identified two main constraints, one stated in the brief, the second aroused after our visit to Dego factory and the consideratmade an overview of what actually the market offers and worked on some specific pieces of advice to keep in mind during the design process, because even the psychological and cognitive aspects matter beside the functional ones.Dego factory and our survey of the product line process: a volume range between 314 ml and 490 ml and the necessity to keep the existing product line unchanged (that means, no further steps could be added to the product chain). On the other hand, the overall design was to be revolving around the stilistic visibility of the jar: namely, its capability to stand out on the shelf, leveraging on an eye-catching appearance, that had to come from a creative combination of shape, color and textures. Once defined these two categories, the team moved on to examine the environment where the jars are being sold: premium stores, supermarkets, small groceries. Factors like the visibility of the objects on the shelf, their stackability, their relative proportion to the label of the content were thoroughly considered and reported. Through rapid etnography and internal tests we got important insights of the product in use: users’ gestures and methods in the acts of opening, carrying, placing the jars; ways of consuming the content, and so on. 04.1 INNOVATING THE JAR PRODUCT LINE: SCENARIO PROCESS
  44. 44. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 04. BUILDING SCENARIOS 44 The observations led the team to assess the concept of “jar” relatively to 5 main areas of analysis : product, user, P.O.S, company and price. These areas allowed us to list a series of polarities, that is couples of opposite attributes, which enable the classification of existing products on a scale that runs form an extreme to another. For example, the couple warm/aggressive associated with the “product” area, the polarity disposable/upcycling from the user interaction area. Defining polarities is a useful tool not only to classify already existing products: in fact, they can also prompt the generation of new SCENARIO is a mental construction which holds solid basis in the real world: it is the representation of a possible context of use in which a concept of a new product can be imagined and developed. Often a scenario can be based on analogies with existing contexts from different fields. It is usually built starting from the intersection of relevant polarities of attributes. Some examples of polarities intersected. Examples from different in- dustries help understand and label the resulting areas of the matrix. concepts. Hence, we plotted some of what we though were the most relevant polarities on a two axes graph. The intersection of the axes generates four areas: the scenarios. A scenario is a mental construction which holds solid basis in the real world: it is the representation of a possible context of use in which a concept of a new product can be imagined and developed; this representations are often built by means of analogies with real contexts, which may belong to different field of application.
  45. 45. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 04. BUILDING SCENARIOS 45 The final step of the research highlighted a suitable intersection of polarities among the ones previously taken into account. The two couples of attributes that were chosen belong to the product and to the user areas, respectively: • Functional-formal: the jar is considered under two opposite and complementary aspects, its utilitarian features vs its aesthetic form; • Performance based-emotion based: what the user is mostly looking for when buying and using the jar: if just mere functionality or also some other evocative characteristics or original ways of use. The resulting scenarios, given by the intersection of these axes, were titled with a short and suggestive claim; analogies were also provided, as hints for the ideation of the concepts. All the concepts shown in chapter 5 are married to one of these four scenarios and thus are exploiting the frame provided by the relative attributes. Dego factory and the consideratmade an overview of what actually the market offers and worked on some specific pieces of advice to keep in mind during the design process, because even the psychological and cognitive aspects matter beside the functional ones. 04.2 THE FINAL SCENARIO: COMBINING USERS APPROACHES WITH PRODUCT ATTRIBUTES
  46. 46. / Research Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 04. BUILDING SCENARIOS 46 THE FINAL SCENARIO FUNCTIONAL FORMAL PERFORMANCE EMOTION PRACTICITY OF LIFETHE POWER OF TOOLS MUSCULAR BEAUTY ICONIC SYMBOLS exclusive selective iconic evocative inttimate artistic efficient personal connective modular multitask durable Leaving tangible traces of our thoughts is so crucial for the expression and development of our inner personality As human being, we will always keen on looking at things to find meanings that go beyond their apparent shape. (In the picture “Cathedral”, by Sebastiao Salgado) When harmony marries power, the result is simply elegance and functionality: a product that goes straightforward to its goal, without giving up style We seek clarity. Clarity is all about having a purpose, a tool and instructions on how to use the second to achieve the first in a streamlined process
  47. 47. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 47 THE KNIFE WELCOMER GROUP#1 FRANCESCO-GUILHERME
  48. 48. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 48 05.1.1 INSPIRATION BOARD
  49. 49. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 49 THE KNIFE WELCOMER The stand point of this concept is the practicity to use the jar and its content, in this case using the knife as a tool to improve the usability of the product; after findings in the product test, where most of the users used the knife to stract the content from the jars, we decided to facilitate it’s use. To do so, was analyzed from the consumer perspective, the abitual and the most used tool witch end up to be the knife. From the overall shape of 35 knives we developed the shape of this jar. 05.1.2 CONCEPT DESCRTIPTION
  50. 50. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 50 The product test reveled that the most used “tool” to extract the content from jars is the knife. According to that was developed this concept where the effort of the user is reduced, it can be completly clean and it will facilitate the re-use or the disposal. Facilitating the use change users perception improving functionaly and practicity, provides comfort and preserves the beaty.
  51. 51. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 51
  52. 52. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 52 THE FINGER JAR GROUP#1 FRANCESCO-GUILHERME
  53. 53. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 53 05.2.1 INSPIRATION BOARD
  54. 54. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 54 05.2.2 CONCEPT DESCRTIPTION THE FINGER JAR The stand point of this concept was the emotional aspect and relation between the user and the last bit of chocolate in the jar, the gesture of the desire to clean the jar in a “gluttonous way”. The spiral was developed with the shape of the cofee spoon, and from the bottom or from the top it express and drives the action.
  55. 55. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 55 With this shape it would be funny and easier to clean the jar when the product is finishing. Revolving the finger or a tea spoon on the spiral part of the jar, the user can clean it completely. The spiral drives the user gesture and create an appealing shape.
  56. 56. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 56
  57. 57. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 57
  58. 58. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 58 REFERENCES IN THE IMAGINARIUM GROUP#2 LUISA-MAX
  59. 59. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 59 05.3.1 INSPIRATION BOARD
  60. 60. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 60 05.3.2 CONCEPT DESCRIPTION REFERENCES IN THE IMAGINARIUM The concept is flexible because the jars can be sold together or separately, they can be produced in different scales so it’s possible to make a set of the same jar in different sizes. The concept is generic, both jars can be use for all three categories of sweet: honey, jam and chocolate cream. The concept is practical both for displaying the products on the shelves of the points of sale and for the modern family with few space in the cabinets and in the fridge. In order to solve stability problems the volumes have been designed with short proportions and the bottom of the jars are deeper than the standard jars.
  61. 61. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 61 4 STACKABLE POSSIBILITIES 1 REFERENCE IN THE IMMAGINARUM OF PEOPLE
  62. 62. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 62 75.0 70.0 70 75.0 95.0 92.5 DIMENSIONSRENDER JAR N° 1
  63. 63. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 63 DIMENSIONSRENDER JAR N° 2 75.0 70.0 92.5
  64. 64. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 64 DOTTY GROUP#2 LUISA-MAX
  65. 65. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 65 05.4.1 INSPIRATION BOARD
  66. 66. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 66 05.4.2 CONCEPT DESCRIPTION DOTTY DOTTY appeals specially to emotion. Its icons communicate with different people and makes the jar meaningful to be kept and reused. Sets of icons represent families of jars. DOTTYappeals to functionality by bringing the possibility to conveys specific messages with jars, to all people with icons and also to blind people with words in braille language. Additionally its wide open mouth, through which it’s easy to access even the last drop of jam, chocolate or honey, makes it also perfect to be cleaned and reused. The “dotty” texture in the body makes the jar easier to hold.
  67. 67. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 67 TO COMMUNICATE THROUGH SIGHT AND TOUCH
  68. 68. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 68 TO ALL PEOPLE [FRONT GRID]: meaningful to see relevant to touch
  69. 69. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 69 TO BLIND PEOPLE: 1. What they “see” of a regular jar in the shelf 2. What they “see” with a regular jar in their hands 3. What they “see” with a DOTTY jar in their hands
  70. 70. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 70 TO BLIND PEOPLE [BACK GRID] braille language [honey, cherry jam and chocolate, respectively]
  71. 71. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 71 WITH LABEL
  72. 72. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 72 DESCRIPTION From ancient cave walls and first drawings as kids to our traffic signs and smartphone screens, we always talked through symbols, icons and pictograms. They are in every situation where fast and universal communication is needed. Icons convey ideas and feelings. Through sight and touch, DOTTY brings icons to people and gives meanings to jars. DOTTY stands for flexibility and openness. Companies are allowed to think about the signs and messages that they would like to have embedded on their jars. People can collect different jars, decorate their houses and, why not, play with it by placing a paper over the jar and scribbling a texturized icon. DOTTY stands for inclusion. Imagine that you have your eyes closed and you’re holding a jar. You try to figure out what is inside. It’s beautifully written on the label but you just can’t see it. Yes, that’s what blind people face every day. DOTTY built an elegant framework not only for icons but also for braille language, enabling those who are laid aside to access products and services. SCHEME Two grids made of small dots in opposite sides of the jar Each grid is made of engraved dots, where some embossed dots compose symbols. In one grid, icons. In another grid, braille [written language for blind people]
  73. 73. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 73 PEOPLE MATTER The braille grid not only speaks to blind people. It shows to everyone that behind that product and behind that jar there are companies who trully care about people. IT TALKS WITH DIFFERENT PEOPLE/PERSONAS The icon grid is a framework for different icons and this freedom of visual elements on the shape of the jar allows Verallia and its clients to convey a variety of messages to a variety of people. For example, a set of icons inspired by the “internet culture” can attract young and trendy people; a set of icons inspired by kids will indeed make sense to them; and so on. IT FITS EVERY PRODUCT It could be used to jam, chocolate, honey, any sweet or kind of product. PRODUCTION FLEXIBILITY Instead of having a mold to each icon, it’s possible to create an adaptable mold, in which there would be a standard grid of dots. And placing little pieces on the mold’s internal grid of dots, we are able to change which icon and braille word will be produced.
  74. 74. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 74
  75. 75. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 75
  76. 76. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 76 SUNNY GROUP#2 LUISA-MAX
  77. 77. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 77 05.5.1 INSPIRATION BOARD
  78. 78. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 78 05.5.2 CONCEPT DESCRIPTION SUNNY Sunny appeals to aesthetics. The curves are simple and harmonious while detaching from the common jar. It refers to an universal symbol, the sun, recognizable by everyone. Sunny appeals to performance. Its shape let the user easly acccess all the content and clean it for future [re]use. By using spherical shapes, the sunny jar presents a suprprising shape and reflects to the customer’s the lights of the environment [at the supermarket or at home]. Like the sun, it shines. AESTHETIC PERFORMANCE MUSCULAR BEAUTY FUNCTION EMOTION
  79. 79. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 79 RISING SUN: part of every breakast SUNNY JAR: a symbol of nature and joyfulness Sunny brings to the breakfast the symbol of a new day. The sun has been used by many different cultures along human kind history to express newness, birth, happiness and strength. It’s the welcome guest of every breakfast and picnic. Two semi-spheres represent the sun and its horizon.The label goes in the bottom part to enhance the dense horizon and let the “sun” part [top] free to be noticed.
  80. 80. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 80
  81. 81. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 81 DIMENSIONS RENDER 87.569.5 75.0 100.0 84.0 94.0 64.0 55.0 90 60.0
  82. 82. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 82 TWO IN ONE GROUP#3 YASUYUKI-DHANASHRI
  83. 83. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 83 05.6.1 INSPIRATION BOARD
  84. 84. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 84 English breakfasts are really elaborate, which include many flavours of jams, chocolate creams, etc.,this was interesting insight for us. While working on the concepts, we thought , what if the different parts of the jar like lid become functional. This thought led us to this concept of‘Two In One’ Jar. This concept is about exploring the possiblity of combining two jars in one setup. This playful setup joins two jars with a simple connecting attachment, in which the lids of the jars become connecting link. 05.6.2 CONCEPT DESCRIPTION There are multiple possiblities like single stand alone jar, combination of different volumes of jars, also option of combining different flavours into one setup, etc. Being a simple form, this design of jar is easily manufacturable option. Also, as this concept is flexible,we intend to keep it suitable for all sorts of sweets like Jams, jellies, chocolate creams and so on. FUCTION THE POWER OF TOOLS PERFORMANCE AESTHETIC EMOTION TWO IN ONE
  85. 85. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 85 Simple and easily manufacturable attachment that combines two jars into one interestingand playful setup. Image (a.): Standard single jar (314 ml) (b.): Option of joining two different jars into one setup. (a.) (b.)
  86. 86. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 86
  87. 87. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 87 Standalone Jar Vol. 314 ml Standalone Jar Vol. 157 ml Combination of jars Total Vol.314 ml For larger quantities, Combination of two volumes The attachment that connects two jars into one setup. {
  88. 88. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 88 HONEY COIL GROUP#3 YASUYUKI-DHANASHRI
  89. 89. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 89 05.7.1 INSPIRATION BOARD
  90. 90. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 90 05.7.2 CONCEPT DESCRIPTION HONEY COIL This concept evolved around enriching the visual experience of the honeycoil. We tried to capture the essence for natural form of behive and honey bee. As a concept, we are trying to propose two versions of this concept. One, standard jar and two, jar with an added set of functional lids. In option two, the lid itself becomes a bowl and the other lid has a straw structure which will ensure neat and clean honey consumption experience. This simple form of the jar is designed by keeping formula of ‘golden ration in mind.
  91. 91. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 91 Two versions of Honey Coil concept a) Standard version with lid b) Premium version with added functional lid cap keeping consumption pattern in mind
  92. 92. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 92
  93. 93. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 93
  94. 94. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 94 THE NATURE INSIGHT GROUP#3 YASUYUKI-DHANASHRI
  95. 95. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 95 05.8.1 INSPIRATION BOARD
  96. 96. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 96 This concept of jar, is inspired from nature. While doing research for the project, we found out interesting insights around user habits, relationship between tools (spoon, knife) and jars, the content in them and consumption. We thought of incorporating these in this“Nature Insight’ concept. The simple organic form is inspired form some elements in nature. 05.8.2 CONCEPT DESCRIPTION THE NATURE INSIDE AESTHETIC PERFORMANCE MUSCULAR BEAUTY FUCTION EMOTION
  97. 97. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 97 To incorporate usage pattern of jars in relation with tools (spoon, knife, etc.), this organic form of jar serves the purpose of holding spoon while in use.
  98. 98. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 98
  99. 99. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 99
  100. 100. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 100 THE SPHERE GROUP#4 MARCELA-NICOLE-VERONIKA
  101. 101. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 101 05.9.1 INSPIRATION BOARD
  102. 102. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 102 05.9.2 CONCEPT DESCRTIPTION THE SPHERE A sphere is a shape that we can easily relate to many objects. When seen in “unusual materials” (like glass) it usually triggers curiosity in the observer as it’s not very common. When we find this type of shape in food markets we immediately feel drawn to it. It definitely comes out of “the crowd”. Round shapes are playful, very generic and at the same time highly personalizable. They are very functional in terms of containing different types of creams, honeys, jams and other spreadables because its shape enhances the content in a beautiful and particular way. Moreover, when thinking of Sphere, it also reminds us of ball sports, especially the baseball, which calls our attention in a powerful way. PRACTICITY OF LIFE FUNCTION EMOTION AESTHETIC PERFORMANCE - the shape arouses curiosity - the sparkle gives extra focus to the content - strongly related to energetic ball sports
  103. 103. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 103 As it can be noticed we applied the concept of the “baseball sewing” to the base with different textures in order to enhance the grip performance. On the other hand a “ring” was added to the center of the sphere to ease up the labeling positioning. FRONT VIEW TECHNICAL DRAWING WITH DIMENSIONS
  104. 104. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 104
  105. 105. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 105 ...AND WITH OTHER CONTENTSSPHERE WITH HONEY
  106. 106. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 106 300 250 200 150 100 50 300 250 200 150 100 300 250 200 150 100 PROPOSED TEXTURESS
  107. 107. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 107 CHEMISTRY GROUP#4 MARCELA-NICOLE-VERONIKA
  108. 108. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 108 05.10.1 INSPIRATION BOARD
  109. 109. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 109 05.10.2 CONCEPT DESCRTIPTION CHEMISTRY What is chemistry? 1. A science that deals with the structure and properties of substances, or 2. A strong mutual attraction, attachment, or sympathy. Which one do you think is correct? For us both! Our chemistry concept goes around almost every possible interpretation of chemistry. That is the reason why we decided to propose a “collection of jars” based on chemistry equipment. We know that each of these particular shapes has a specific function inside the “laboratory”, but to our purposes the best feature is that they SHOW the contents in a crystal clear way. EMOTION FATAL ATTRACTION AESTHETIC PERFORMANCE FUNCTION - mutual attraction and sympathy - a collection of “memory” - measuring marks related to precise and fitness
  110. 110. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 110 We took inspiration from 4 different chemistry glass containers: The round flask, the conical flask, the beaker and the pear shaped flask. FRONT VIEW
  111. 111. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 111 JAR WITH LABEL
  112. 112. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 112 We are proposing an extra feature that could be considered to add to the jar if the client wants to: measuring lines. These measuring lines could be used for the consumer as he/she consumes the product as well as later as a measuring cup. ENHANCING THE VARIETY
  113. 113. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 113 THE TEA CUP GROUP#4 MARCELA-NICOLE-VERONIKA
  114. 114. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 114 05.11.1 INSPIRATION BOARD
  115. 115. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 115 05.11.2 CONCEPT DESCRTIPTION CONTEXT OF USE IMAGES TEA CUP The “Teacup” jar was inspired by the oriental tea cup which has a convenient mouth share enabling easy access to the content. And its elegant appearance entitles a great after-use experience, to be displayed as adornment in dining table. Users could access the jam, chocolate cream and honey without leaning the jar, jjust easily taking the content along the shape of the jar. During the usage, the shape conveys a pleasant artistic atmosphere just as tasting a cup of tea. AESTHETIC PERFORMANCE MUSCULAR BEAUTY FUNCTION EMOTION - convenient shape for accessing - elegant appearance reminds the pleasant tea tasting experience - “Reminder line” - it’s almost over.
  116. 116. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 116 The “TEA CUP” jar shown here has a ring in the finishing area, so that 1) for easier holding by users, 2) to prevent the jars touch with each other during the delivery. FRONT VIEW TECHNICAL DRAWING WITH DIMENSIONS
  117. 117. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 117
  118. 118. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 118 FULL OF CONTENT SHAPE VS USE
  119. 119. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 119 THE STAMP JAR GROUP#5 ERIK-SILVIA
  120. 120. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 120 05.12.1 INSPIRATION BOARD
  121. 121. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 121 THE STAMP JAR A family of jars with engravings on the base to customize your cookies. Products that delight with their playful appearance and can be used both as standalone or as a set of original stamps for your lipsmacking recipes. The base of the jar is engraved to allow a second use of the product as a decorative tool for pastries. The concept comes with different pattern proposals: alphabetletters,stylizedcuteiconsandachesscollection for playing with your tea break fellows. 05.12.2 CONCEPT DESCRTIPTION PRACTICITY OF LIFE FUNCTION EMOTION AESTHETIC PERFORMANCE
  122. 122. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 122
  123. 123. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 123
  124. 124. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 124 Proposal 1: Alphabet A no-frill basic idea: a set of letter and numbers in curvy Brooke font. A 1 B 2 DC ! ?
  125. 125. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 125 Proposal 2: Cute icons Witty and essential pictograms to add humor and style to your creations
  126. 126. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 126 Proposal 3: The Chess Game Stylized chess characters to make a game out of your tea break. Bake your pastry biscuits, the white team with basic dough, while for the black one add some chocolate to the mixture. The collection comes with the six pieces, the queen, the king, the pawn, the bishop, the horse and the rook. A plastic chessboard-tablecloth may be provided as a separate accessory. The king The horse The bishop The king The pawnThe queen
  127. 127. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 127
  128. 128. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 128 THE LIGHT HOUSE GROUP#5 ERIK-SILVIA
  129. 129. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 129 05.13.1 INSPIRATION BOARD
  130. 130. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 130 THE LIGHT HOUSE Humans always like to look beyond everyday objects. No matter if we are children or adults, things often evoke to us something different. Here, we chose the lighthouse as an icon of solidity, guidance, safety and desire to explore new horizons, which are ultimately Verallia’s core values. 05.13.2 CONCEPT DESCRTIPTION AESTHETIC PERFORMANCE MUSCULAR BEAUTY FUNCTION EMOTION
  131. 131. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 131 The product comes with a distinctive and evocative shape that adds dynamism to traditional jar formats. An iconic shape that might hint at Verallia’s brand proposition and that adds statement value to your kitchen
  132. 132. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 132
  133. 133. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 133 THE HONEY POT GROUP#5 ERIK-SILVIA
  134. 134. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 134 05.14.1 INSPIRATION BOARD: THE HONEY POT
  135. 135. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 135 THE HONEY POT We took inspiration from nature to create a distinctive honey pot, that is likely to stand out on your shelf, thanks to its playful shape. This jar is poised to add light and cosiness to your kitchen and suits very well with wooden interiors. The ideal context to imagine this jar in use would be a mountain baita in Dolomiti: combined with the warmth of colors and materials, our honey pot sweetens the severity of the weather outside and make your day have a fresh start. 05.14.2 CONCEPT DESCRTIPTION PRACTICITY OF LIFE FUNCTION EMOTION AESTHETIC PERFORMANCE
  136. 136. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 136 The lower section of the jar offers enough space for labeling. The sinuous shape in the upper part is eye-catching and reminds us immediately of honey.
  137. 137. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 137
  138. 138. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 138 THE SPOON SAVER GROUP#5 ERIK-SILVIA
  139. 139. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 139 05.15.1 INSPIRATION BOARD
  140. 140. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 140 05.15.2 CONCEPT DESCRIPTION FUNCTION THE POWER OF TOOLS PERFORMANCE AESTHETIC EMOTION THE SPOON SAVER This idea came after considering how annoying is putting a spoon dirty with jam or other sticky stuff on a table cloth. Usually you are likely to place the dirty spoon on the top of the open jar, if you don’t ave a suitable cloth or a small dish at hands. Some spoons exist which have been designed in such a specific shape to ease the positioning of the tool on the glass-such as curve handles fitting the edge of the jar’s mouth. Our solution tackle the issue from the opposite point of view: doting the jar itself with some kind of facilitator, to make it an intuitive and very practical support.
  141. 141. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 141 This jar features a lateral slit, that fits the tool and invite the user to lean it to the jar, avoiding the contact with the table cloth. The hole is limited in size and doesn’t take away too much space from the label, allowing the jar to appeal to different clients with different labelling requirements.
  142. 142. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 142 Application of the concept for a strawberry jar brand. The small size of the hole would leave room also for all round and bigger labels.
  143. 143. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 05. CONCEPTS 143 Top-view and three-quarters perspective of the jar with its spoon annexed
  144. 144. / Concept Bottiglie e vasi in vetro per alimenti SAY IT WITH GLASS 06. SCENARIO LANDSCAPE 144 06.1 PLOTTING THE CONCEPTS Each concept developed for the jar line has been related to one of the four scenarios identified above. For a comprehensive view of the team’s work, the following graph plots all the concepts in the relative quadrant. G1: Francesco-Guilherme G2: Luisa-Max G3: Yasuyuki-Dhanashri G4: Marcela-Nicole-Veronika G5: Erik-Silvia FUNCTIONAL FORMAL PERFORMANCE EMOTION Two in One The Spoon Saver References in the imaginarium The Knife Welcomer The Honey Coil The Sphere The Stamp Jar Finger Jar Dotty The Honey PotThe Tea Cup The Nature InsideSunny The Chemistry The Lighthouse G1 G1 G3 G3 G3G5 G5 G5 G5 G4 G4G4 G2 G2 G2

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