Inspiration Search: Country Homes & Interiors

It mentioned in the brief that the "target audience" for this project was likely to read magazines such as Country Homes & Interiors, Period Living, Country Life, English Home and House and Garden. I found Country Homes & Interiors and decided to flick through it in search of inspiration.

The magazine itself is quite expensive, though not overly overpriced - £3.99 - and targeted toward middle-aged homeowners, the same as my target audience for the brief. The magazine's interior focuses specifically of the decorative. It ranges from shabby chic to bold and ornate designs. The audience is definitely more upper class than anything else and the interior decoration screams sophistication and class.

The colours used throughout the magazine are muted, soft and follow a particular colour scheme. For example, one page consisted of warm autumnal colours, such as browns and yellows, while another showed only shades of blue and white. Bright colours have been used sparingly - if at all - and contrasting colours rarely used together. The magazine was also themed for the season: Christmas and autumn features heavily.

Country Homes & Interiors also referred to "green" issues, I was pleased to note. Though this was mainly about how to save your own money: How To Save Money On Energy Bills, How To Grow Your Own Fruit, Save Money With Your Own Solar Energy etc. But there was also articles on the best eco-friendly products and how to reuse things around your house.

References:
http://www.housetohome.co.uk/
http://www.housetohome.co.uk/articles/greenliving/page-2#results

Brief Overview

Last week we were given the brief for our final project. I read through this and made some notes:

- We are designing 3D working prototypes of eco-packaging concepts for natural paint company: Edward Bulmer: Pots of Paint Ltd.

- They are expanding their range of natural paints

- Need to be able to protect and transport paints in multiples of twos

- Sustainable packaging

- Need a physical 3D mock up

- Designing for 2.5 litre paint, which prices roughly about £30

Needed:

- Clear consideration of material’s eco-profile (eg the plastic vs metal containers debate).

- Innovative new ideas for carrying liquids (i.e paint in tetrapacks or refillables maybe?).

- Advantages and limitations of the different ideas and findings (eg costs).

- Background evidence that you have looked into PoP’s competitors and others in the sector (i.e.

F&B, Little Greene, Marston & Langinger, Auro).

- Visuals (photoshop or illustrator) showing how your single 2.5 litre pot might work/look in 3x

different circumstances: On shop shelf, with possible second use, and with poss refill options.

- Visuals (photoshop or illustrator) showing your best solutions to the most effective transport of 2x 2.5 litre paint containers together (i.e with a courier service). (PoP) rarely ship paint in quantities as large as whole pallets. This must be justified/supported in your research findings. 

Target Audience:

• Middle aged to retired homeowners who read House and Garden 

• Individuals who have a solid view of tradition in colour choice 

• Individuals who employ decorators to use our paint
• Interior designers for the above 

• Individuals who have a more functional attitude to packaging 

• Individuals for whom colour is the main selling point 

• Environmentally conscious customers of all ages who have some disposable income, and will do their own painting 

• Individuals who are likely to have heard about Pots of Paint from their website. 

Key Consumer Insight:
"My home has to be beautiful and now that the children have flown the coup I finally have the time to fashion the house how I’d like. I go to all the glossy magazines for inspiration, Country Homes & Interiors, Period Living, Country Life, English Home, House and Garden, although I also appreciate professional help when it comes decor. For me it has to be classical, I love antiques and traditional colour schemes compliment them beautifully. I am prepared to pay a bit more for quality and although I like to shop on the internet, I love to seek out those unusual little shops that still supply traditional products. And of course one must consider the environment."

  

QUESTIONS TO ASK CLIENT NEXT MEETING:

• Would you ever consider selling your paint in powder form? Perhaps for samples?

• Regarding previous designs, are there specific areas that you would like to be improved?

• Regarding previous designs, is there anything that you liked/want to keep
  
  
• What is the typical transportation method for your paints?

• Do you have any connections to social media? 

Task 3 - Sketches

(To add)

Task Three: Research

Earthborn Paints

The ingredients for Earthborn paints are carefully selected, with strict focus on the environmentally friendly. They are designed to be healthier to live with and safer for the environment. They even go as far as listing the ingredients that they use on the side of their tins.

On their website, I could find numerous examples of how their paint is eco-friendly, but could find no information about their packaging, apart from that they use 'tins', rather than plastic tubs. I emailed the company to ask if their packaging was also environmentally friendly and they replied: "Our tins are made from 100% recyclable steel and therefore go on to be used to make other things."

However, their strong brand definitely gives the appearance of being good for the environment. I have noticed a trend of labels displaying flowers or grass when the company wants to give the impression of their product being good for the environment, and I think this definitely works. When we think of the environment, we think of greenery, of trees, flowers and grass. And I particularly like how Earthborn turned a paint brush into a grassy garden, complete with flowers, as this really brings home their point. 

Nature paint

Nature Paint is presented in powder form, meaning that it weighs about 70% less than standard liquid emulsion paint. This means, because it is so light and presents no hazards to people and to the environment, you can actually receive Nature Paint through the post, something that would be unthinkable with liquid paints. This also saves transportation fuel, which goes a long way to help the environment.

Nature Paint is also the first paint brand to prove it has no VOC's. Absolutely none. It is made from non-toxic, natural and locally sourced ingredients. For example, they use china clays from Cornwall, where the company is based.

Their packaging is 100% recyclable. B&B Studio, the designers, explain, “We normalised the brand by introducing a classic paint tin shape, but crafting it from recyclable card. Unlike normal paint tins, which are difficult to dispose of, these cylinders can be safely composted.”

They also say of their design, "Our black and white identity is designed to disrupt the category with a pure, simple aesthetic that lets each colour chip shine from the pack. Its clarity of execution speaks of performance, while the brand mark communicates naturalness, cleverly combining a flower and a droplet – a hint that the product is mixed with water."


Plant Your Dreams and Let Them Grow

This packaging, for tulip bulbs, has a natural, simplistic, yet creative appearance. The illustrator, Sophia Georgopoulou, took inspiration from various names of the tulip flower (such as Red Emperor, Pink Diamond, Sweetheart, etc.) to create her quirky and humorous hand-drawn illustrations. Minimal colour has also been used, which saves ink. The packaging can be recycled and the added touch of straw, woven to hold the top of the package together, reinforces that natural, eco-friendly look and touch.

London Bio Packaging

This company develops and supplies a large range of sustainable packaging. Their packaging is made from renewable or recycled resources, has a lower carbon footprint and can be composted or recycled. London Bio Packaging works with over 1000 food businesses with the goal of supplying as much sustainable packaging as they can, to work toward a better future.

References:
http://www.thedieline.com/blog/2012/11/7/nature-paint.html
http://www.packagingoftheworld.com/2011/06/plant-your-dreams-concept.html
http://earthbornpaints.co.uk/
http://www.dogoodbranding.com/work/earthborn/
http://www.londonbiopackaging.com/ 

Task Two

Vegetable Based Ink

Printing inks are mostly petroleum-based with alcohol-based solvents. This means that, as the alcohol and petroleum evaporate, VOC's (Volatile Organic Compounds) are emitted. VOC's can prove to be a health hazard to pressroom workers, as well as contributing to the ozone pollution or photochemical smog. A solution to this is introducing vegetable based inks. 

Vegetable based ink is an environmentally friendly alternative to printing. The base liquid of the ink is made from numerous vegetables, such as corn, walnut, coconut, linseed, canola and soy bean. They release only 2-4% VOCs into the atmosphere when they dry (petroleum inks emit 25-40% VOCs) , while they are also a renewable source.

HP Printers 

HP printers take great consideration when it comes to how their products effect the environment. The company has even earned CDP top performance band rating in 2013.   

HP ensures that computer hardware, empty HP printing supplies and other items are recycled responsibly. HP Inkjet and LaserJet cartridges can be recycled for free. Usually, you will receive packaging with your inks, which you can use to send back the ink cartridges. If not, you can go to their website and print off a pre-paid address and stamp. 

HP has produced more than 1.5 billion HP LaserJet and ink cartridges that have been made from recycled plastic. HP is also focusing on using renewable plastics. Instead of using plastics that come from oil, they are looking into plastics that can be made from plants. These plastics will be composted, rather than ending up in a landfill. 

You can see their further goals here:

http://www8.hp.com/us/en/hp-information/global-citizenship/data-and-goals.html#environment/highlights
 

References: 

http://www.harrislitho.com/greenpage/veggie_inks.html

http://www8.hp.com/us/en/hp-information/global-citizenship/data-and-goals.html#environment/highlights
http://www8.hp.com/us/en/hp-information/environment/index.html#.UlKM5CTvpmA 
http://www.youtube.com/watch?v=-0MyJKIzV2Q

Compostable Carrier

-Co-operative's Compostable Carriers-

When I asked for a bag at Co-op a few days ago, I was surprised to note that, when the bag was handed to me, it felt different, much smoother than your regular plastic bag. On closer inspection, the bag was revealed to be a “compostable carrier”. The bag could be reused for shopping and to collect vegetable peelings, while it also fits compost caddies. When worn out, you can put this bag in a compost bin and it will turn into compost. I was perhaps far more excited at this than I should have been, but it seemed as though Co-op had taken a step in the right direction.

According to a Christian science monitor newspaper, less than 1% of bags are recycled and it costs more to recycle a bag than it does to produce a new one. Yet, plastic bags cause numerous problems. Because they are non-biodegradable, landfills are overflowing with them. Not only that, but it puts nature – particularly animals – in danger. Gruesome images have been shown over the years of the affect plastic bags can have on animals and their habitats. In my opinion, we should be doing more, such as reusing bags when possible.

 The Co-operative’s environment manager, Iain Ferguson, said: “Every compostable carrier bag used is one less conventional plastic shopping bag in circulation. We believe they will have a significant impact upon the number of plastic bags which end up in landfill sites every year.
“Our aim is to enable our customers to recycle more of the products they buy from us – from the leftover food and packaging, right through to the bag they use to carry their purchases home.”

References: 

http://www.talkingretail.com/news/industry-news/the-co-operative-to-offer-compostable-carrier-bags-across-scotland

http://www.metabolix.com/sites/default/files/Compostable-Bag-FAQ.pdf