Second Meet Up

On the 21st April 2016 I organised this meet up to clarify what exactly Francois needed for the infographic and to show him my designs of the logo, the container and the label.

For the infographic, I received a diagrammatical image portraying the functions of the container, which I then needed to use in order to design the infographic. Before the meeting I sketched up a basic image to see if I was on the right track, however, I needed to clarify with Francois how he wanted me to take the image, he sent me, and portray it in a more understandable manner.

Sketched image

This is the image I received:

Container Diagram

Once I had managed to clarify Francois's needs and establish a direction, the infographic just needed to be designed. 

The infographic was my biggest concern, so after our discussion I showed Francois the designs of the logo, container and label. He was happy with the progress that I had achieved so far. He also informed me that they would be focusing on 3 produces that would be grown in the container, being lettuce, spinach and tomato. Therefore I had to design accordingly and ensure that my deliverables would would cater for those 3 produces. 

Container and Label Progress

Before the logo design was finalised, I attempted crafting the container and the label design. Below showcases these attempts.

Container design attempt

Label design attempt

In the above attempts, the first logo designed was used, as that is what I originally had to work with. These attempts were to create an understanding, particularly for myself, of the layout, imagery and typography that I wanted to incorporate within my designs. They also provided my lecture and my engineer with an idea of what I was trying to achieve. 

Feedback and suggestions from my lecturer: that using photographs in my logo design, I should use photographs throughout the rest of the designs. The circular design of the icons used in the logo should encapsulate a strong brand image and thus should be carried throughout the design, whereby the focus is on the grown produce (the lettuce, spinach or tomato).

For the container design, my lecturer suggested a white background and incorporating the cardboard texture to the basic layout I created. She liked the design and layout of the label.

After meeting up with my lecture and showing her the above designs, the container and label designs progressed to the ones that are shown below:

Container improvements

Label progression

I tried to use the white background in the design of the container but wasn't 100% happy with the design. So I had to go back to the drawing board. However, I was 99% happy with the design of label. All that was left was some fine tuning.

Feedback and suggestions from my lecturer: However, when I showed these designs to my lecturer she suggested either a full caps or sentence case heading but not the lower caps. 

Logo Design

Imbewu Lethemba, Seed of Hope

Final logo design

Taking my lecturer's suggestions into consideration, the final design of the logo can be seen above. Therefore the progress of the logo design represented below, side-by-side, showcases the differences along with the improvements between the last design and the final design.

Both my lecturer and my engineer approved of and were happy with the final design. This meant that I could progress onto the other deliverables required from me.

Logo Progress

Below is the idea drafting, the concept sketching, and the progress of the development of the logo for the branding of the container.

Drafting ideas for the logo

In order to see the off black logo on the background of the blog, I have given it a white background to standout. 

The above logos are just the different designs to get an idea of what look I would like to achieve and of course what my client prefers.

Feedback and suggestions from my lecturer: that I should photograph the icons/images (rosemary, the seed/bean and the root) for the logo and instead of using a white background use cardboard to add texture to the clean style design. As the name of the container is in Zulu, my lecturer suggested to put the english translation next to the Zulu name so that other people can understand the branding too.

Deliverables

A confirmation of what is expected of me, as a designer, to present to our client is presented in the list of deliverables below (along with their respective target markets):

1. Logo design - the design is directed to anyone who comes into contact with the container, the produce itself as well as comes across the social media pages. Thus the target audience is anyone from the project managers, the manufacturers, the farmers to the consumers as well as people who aren't involved in any of the mentioned processes.
2. Container design - this design is more specific as the only people who will come into contact with the containers are the manufactures and the farmers themselves. However, photographs of the containers in their respective environment, will be displayed on social media so anyone who comes across these pages will see the design of the container. Therefore, those people along with the project managers, the manufactures and the farmers will be exposed to the design of the container.
3. Produce &/or packaging labelling - the labelling is to indicate to consumers that this produce was farmed freshly and locally and where the fresh produce was actually farmed.
4. Infographic - the design of the infographic will display how the container actually works and how the fresh produce is cultivated. This infographic is targeted to the same audience as the logo design, as anyone who is interested in the different processes, what goes where, how they operate and most importantly, how the fresh produce is actually grown. This infographic will explain everything to them and create a clearer understanding of the greenhouse container.
5. Pamphlet - the pamphlet will contain information about the processes required to grow the fresh produce, why certain plants are grown and cultivated and how this empowers the communities in which the container will be placed. The audience will be the communities that these containers will be placed in so that they know what these containers are and what they do.
6. Social media pages (such as Facebook) - the Facebook page will contain extra information for those who are curious about the greenhouse container. It will be kept up-to-date with relevant and necessary information as well as photographs. The target audience is the same audience as of the logo design, as for any curious people or potential consumers their needs hopefully will be satisfied by visiting the Facebook page.

Brainstorming of Container Names

Naming of the container is essential as not only will it become the brand name but it will also give the container a purpose.

These are the names (in english) that were brainstormed:

1. Food for thought
2. Mind and food
3. Hope through food
4. Life through food
5. Inspired by nature
6. Nature's blessings
7. Hope through community
8. Nature's little hope
9. Food restoring hope
10. Seed of hope

From the 10, the names were narrowed down to these 8, and with the help from one of my friends, they were translated into Zulu:

1. Seed of hope - Imbewu lethemba
2. Hope through community - Ithembo ngokusebenzisa umphakathi
3. Inspired by nature - Ugqozi Iwemuelo
4. Life through food - Impilo ngokusebenzisa ukudla
5. Food restoring hope - uKudla okuruselela ithemba
6. Nature's blessing - Isibusiso semuelo
7. Food for thought - uKudla kwenqondo
8. Hope through food - Ithemba ngokusebenzisa ukudla

From the 8, the top 3 were:

1. Seed of hope - Imbewu lethemba
2. Inspired by nature - Ugqozi Iwemuelo
3. Nature's blessing - Isibusiso semuelo

Therefore, the name of our brand and of the container is "Imbewu lethemba".

First Meet Up

On the 5th April 2016 I met up with my engineer, Francois Grobler, to discuss what exactly is required for me to. 

Myself and Francois

1. Francois explained to me exactly what a modular conversion container is, which is pretty much a fancy name for greenhouse container. It is a shipping container that has been converted into a greenhouse, with incorporating windows into the structure on the roof and the sides of the container. This container also has a solar panel on the roof and a rain catcher. The container will use the power stored from the solar panel for operational functions and the natural light to grow the produce inside the container. The water captured by the rain catcher will be used to water the produce, which is positioned on the one side of the container. Therefore, the basic structure, the design and the function of the container was explained to me.
   
   

   

   Potential container structure & design

2. After the description of the greenhouse container, Francois went on to further explain where and how these containers will be placed and implemented. They are being designed, as the cost of normal containers that have been converted for vertical farming purposes are astronomical, and in our circumstance it is unachievable. By aiming to design the containers in the manner described above, not only will it cut costs but also the likelihood of implementing these containers becomes greater. The idea is to put these containers in rural areas so that these communities can grow fresh produce to become self sufficient as well as to grow fresh produce for retail. 
3. Finally, what was required from me is to:

• Naming the container
• Designing the outside of the container
• Designing labels and stickers for the fresh produce or some sort of packaging
• An infographic and pamphlet
• Social media account, such as a Facebook page
• A landing page to a website

Planning time