Vegetable Fruit Roll PROGRESS BOOK

TABLE OF CONTENTS 1 Product Background Interview Background, Objectives & Challenges Product Immersion & Research SWOT Analysis, USP & Target Market Brand Strategy/Creative Concept Positioning & Keyword Moodboard 2 Brand Concept Big Ideas, Brand Story, & Storytelling Naming Process & Alternatives Brand tagline/Copywriting Direction 3 Visual Identity Logo Sketches & Alternatives Packaging Structure Visual Direction Alternatives Elements of Packaging Design 4 Promotion Media Promotions Display Booth Sketch Progress Bookii

INTERVIEW WITH A FOOD TECHNOLOGY STUDENT Hi! I’m making a vegetable leather product. Its main ingredients are mostly vegetables, with just one type of fruit. Hi, Nadine! I’m Lulu, can I ask what your product is about? My product is like fruit leather, but instead of using fruits, we use vegetables! Don’t worry, it won’t taste like vegetables. It has a sweet and tangy flavor from pineapple, with a chewy texture! The product will be green, just like vegetables, and we won’t add any sugar. So, it’s suitable for kids who don’t like eating vegetables but want a healthier snack! Wow, that sounds really interesting! Can you describe your product? Wow, that sounds amazing! Okay, I’ll work on the design and show you later! Okay, I’ll look forward to it! 1 PRODUCT BACKGROUND Progress Book 3

PRODUCT IMMERSION & RESEARCH Vegetable Leather is a snack made from fruits and vegetables that are processed and dehydrated into thin, chewy sheets. The product uses pineapple, carrot, spinach, and celery as its main ingredients, with pineapple providing a refreshing blend of sweet and tangy flavors. Its rolled shape makes it practical to carry and consume as a snack. In the snack market, factors such as taste, appearance, texture, and convenience can influence children's interest in a product. Sweet snacks such as candy and gummies serve as useful comparisons when understanding their preferences. This creates an opportunity to develop vegetable leather as an alternative fruit and vegetable-based snack with a distinctive shape and eating experience. Vegetable Leather is a snack made from fruits and vegetables that are processed and dehydrated into thin, chewy sheets. The product uses pineapple, carrot, spinach, and celery as its main ingredients, creating a convenient snack with a blend of fruity and vegetable flavors. The development of this product aims to increase children's interest in fruit and vegetable based snacks through more appealing shapes, flavors, and presentation. However, one of the main challenges is that healthy snacks are often perceived as less appealing to children compared to sweet treats such as candy and gummies. Therefore, the product and its packaging design need to be fun and engaging, attract children's attention, and create a more enjoyable experience when consuming healthy snacks. BACKGROUND, OBJECTIVE & CHALLANGES Progress Book4

SWOT ANALYSIS, USP, & TARGET MARKET The product’s unique selling proposition lies in its distinctive take on fruit leather, which typically uses fruit without vegetables. Unlike conventional fruit leather, this product is made primarily from vegetables and combined with one type of fruit, namely pineapple. The product has two main target audiences. The primary target is children aged 9–12 who dislike eating vegetables and tend to prefer unhealthy snacks. This product aims to offer a healthier snack alternative while introducing vegetables in a more appealing way. The secondary target is adults aged 25–40, particularly parents who are looking for healthier and more nutritious snack options for themselves and their children. Progress Book 5 BRAND STRATEGY/ CREATIVE CONCEPT This concept aims to change children's perception of vegetables, which are often considered boring, into something appealing and enjoyable. By transforming vegetables into a fun snack, it offers children a new way to enjoy the goodness of vegetables in their everyday lives. Based on the idea that vegetables provide strength to the body, this concept connects the benefits of vegetables with energy, courage, and the excitement of exploring new things. Vegetables are no longer seen merely as healthy food that children have to eat, but as part of an enjoyable experience that encourages them to play, stay active, and embark on new adventures.

POSITIONING & KEYWORDS Keyword Interesting, Fun, Curious, Tangy, Healthy Progress Book6

MOODBOARD Progress Book 7 Moodboard Desain Packaging Moodboard Packaging Primary & Secondary Ideas

2 BRAND CONCEPT BIG IDEAS, BRAND STORY, & STORYTELLING Vegetables are often seen as boring and something children have to eat rather than something they want to enjoy. However, vegetables offer many benefits for the body. Therefore, a more engaging approach is needed to introduce their goodness and help children enjoy them in a more enjoyable way. By transforming fruits and vegetables into a chewy, roll shaped snack, the product offers a new and exciting way to enjoy vegetables. Supported by cheerful and energetic characters, the concept presents vegetables as a source of strength that encourages children to play, stay active, and explore new things. This way, eating vegetables no longer feels like an obligation, but becomes part of a fun and enjoyable experience. Progress Book8

NAMING PROCESS & ALTERNATIVES After going through a lengthy naming process, several name alternatives were evaluated across three consultation sessions. In the first session, the proposed name was considered too complicated to read. In the second session, the name was considered too descriptive of the product. Meanwhile, in the third session, the name was considered too similar to gummy products by the Food Technology students, whereas the product was not intended to have that association. After considering various alternatives, Grenzy was finally selected. The name Grenzy consists of two parts: Gren, derived from green, representing the color green and vegetables, and zy, representing bergizi. Together, Grenzy represents a nutritious vegetable based snack. Naming Session 1 Verde (Italia) -> Hijau Verdura (Italia) -> Sayuran Naming Session 2 Pinora -> Pineapple, Carrot/Wortel, Sayuran/Pineapple + Flora Noppi -> Nanas, Carrot/Wortel, Pineapple Kenyalin -> Kenyal-in (Chewy) Gumyku -> Gummy + ku Vegumty -> Vegetables, Gummy, Fruity or Vegumity -> Vegetables, Gummy, Fruity Gumty -> Gummy Fruity or Gumity -> Gummy, Fruity Vegum -> Vegetable Gummy Naming Session 3 Vellie -> Veggie + Jelly Taffi -> dari Taffy Gumzi -> gummy bergizi Squinch! -> Squints (A sour taste that makes your eyes squint.) Grenzy -> Green (Sayuran) + zy (Bergizi) Veggies give you power! BRAND TAGLINE/ COPYWRITING DIRECTION The brand tagline, “Veggies Give You Power!”, is incorporated into stickers featuring cute and playful vegetable illustrations. The tagline aims to encourage children to eat vegetables by presenting them as a source of strength and energy. Through these fun and engaging visuals, vegetables are portrayed as something exciting rather than boring, helping children develop a more positive perception of healthy eating. The stickers also serve as a fun way to communicate the brand’s message and make the overall experience more appealing to children. Progress Book 9

3 VISUAL IDENTITY 3 VISUAL IDENTITY Progress Book10

LOGO SKETCHES & ALTERNATIVES Vegetable Fruit Roll Vegetable Fruit Roll Logo Progress 1 Logo Progress 2 Logo Progress 3 From the various logo alternatives, two designs were selected for further consideration. Personally, I preferred logo number 2 because of its cute and appealing appearance. However, during the consultation session, feedback suggested that logo number 2 might be too tall for the packaging design. Logo number 1 was therefore recommended for reconsideration, with the suggestion that its selection should be supported by clear reasoning. After considering the feedback, I ultimately chose logo number 1 because its proportions are more suitable for the packaging design, allowing more space for additional visual elements and product information. 1 2 Following the selected logo alternatives, additional feedback was provided during the same consultation session. The leaf illustration was suggested to be replaced with one of the existing vegetable character illustrations to create a more consistent visual identity. In Progress 3, the development focused on adjusting the leaf color to better complement the overall color palette and strengthen the visual representation of vegetables. Progress Book 11

Pull Primary Packaging Progress Primary Packaging The initial primary packaging design used a slider mechanism to dispense the product. However, the packaging was too long, making it resemble a toothpaste tube. Therefore, the size was reduced to create a more compact, practical, and portable design. The product is designed with a slider mechanism that allows users to slide the packaging as an interactive feature. The product can be dispensed through the mouth shaped opening at the front. Alternatively, the packaging can be opened from the right side, allowing consumers to access the product more easily without dispensing it through the front. PACKAGING STURCTURE/ ANATOMY ALTERNATIVE Progress Book12

Progress Book 13 Secondary Packaging Secondary packaging dirancang untuk menampung 4 kemasan primary packaging dalam satu box. Box ini memiliki desain tear-open yang dapat disobek untuk diubah menjadi display produk, serta dapat ditutup kembali setelah dibuka. PUSH! Let’s goo PACKAGING STURCTURE/ ANATOMY ALTERNATIVE

Progress Book14 VISUAL DIRECTION ALTERNATIVES (PRIMARY) During the first consultation, I presented the packaging design shown above. I felt the design was too crowded, making the information less visible. The feedback suggested enlarging the logo, repositioning the fruit and vegetable illustrations, improving text placement, and refining the logo. I was also advised to add a visual element, place the tagline in a speech bubble, and adjust the characters’ eyes to match their designs. Progress 1 Final Design During the second consultation, I developed the packaging based on the previous feedback. The vegetable and fruit names were suggested to be moved to the right side to avoid leaving too much empty space below the product name. The nutrition facts also needed improvement to ensure readability, along with additional information to complete the packaging. he final design places the fruit and vegetable names in the upper-right corner, along with the quantity information indicating 1 pack per package. The nutrition facts and other product information are arranged horizontally along the length of the packaging rather than vertically, as in the previous design. This adjustment makes the information easier to read and view from top to bottom. Progress 2

Progress 2 Progress 1 Progress Book 15 From the various logo alternatives, two designs were selected for further consideration. Personally, I preferred logo number 2 because of its cute and appealing appearance. However, during the consultation session, feedback suggested that logo number 2 might be too tall for the packaging design. Logo number 1 was therefore recommended for reconsideration, with the suggestion that its selection should be supported by clear reasoning. After considering the feedback, I ultimately chose logo number 1 because its proportions are more suitable for the packaging design, allowing more space for additional visual elements and product information. Following the selected logo alternatives, additional feedback was provided during the same consultation session. The leaf illustration was suggested to be replaced with one of the existing vegetable character illustrations to create a more consistent visual identity. In Progress 3, the development focused on adjusting the leaf color to better complement the overall color palette and strengthen the visual representation of vegetables. VISUAL DIRECTION ALTERNATIVES (SECONDARY)

ELEMENTS OF PACKAGING DESIGN Primary Color #CFD36D #F4E8B6 #225F30 Typography Treatment Gluten Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ; : ‘ ’ “ ” , . ! ? ( ) [ ] { } < > ` ~ @ # $ ^ & * - + = / \ | Used as the secondary typeface because its typography complements the primary typeface. Gluten Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ 1234567890 ; : ‘ ’ “ ” , . ! ? ( ) [ ] { } < > ` ~ @ # $ ^ & * - + = / \ | Used for emphasis to make certain text stand out. Chewy Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ; : ‘ ’ “ ” , . ! ? ( ) [ ] { } < > ` ~ @ # $ ^ & * - + = / \ | The custom logo uses a curvy, playful font style to create a fun and friendly impression. The primary typeface is custom-designed with curved letterforms to create a playful feel. Graphic Elements A spiral-shaped element inspired by the rolled form of vegetable leather. A spiky graphic element inspired by a sour facial expression. Veggies give you power! Hi, I’m Celery! Hi, I’m Pineapple! Hi, I’m Carrot Hi, I’m Spinach! Illustration Illustrations of fruits and vegetables are used alongside introductory text and the brand tagline. An illustration of the vegetable leather roll is also included. Progress Book16

4 PROMOTION Progress Book 17

MEDIA PROMOTIONS Progress Book18 Memory Card Game Hi, I’m Spinach! Thin leaves, Big nutrients! Veggies give you power! Hi, I’m Celery! I have a strong veggie smell! I’m full of water! Hi, I’m Pineapple! I’m Sweet and tangy! Look at my crown! Hi, I’m Carrot Guess what? I’m a root! We’re veggie buddies! Vitamin A keeps your eyes healthy! no need glasses The first promotional medium is a memory game consisting of 12 cards. Players are given 30 seconds to observe and memorize the positions of the cards. After that, the cards are turned over, and players have 1 minutes to guess the correct positions of the cards. If a player guesses incorrectly, the card must be turned face down again. Players who successfully complete the game within the time limit have the opportunity to participate in a gacha system to win a keychain. The second promotional medium consists of stickers featuring vegetable and fruit illustrations with speech bubbles containing interesting facts about their nutrients or benefits. These stickers are available exclusively inside the product packaging and can be obtained through a gacha system, providing consumers with an additional fun experience when opening the package. The third promotional medium consists of vegetable and fruit character stickers without speech bubbles. Unlike the fun fact stickers included in the product packaging, these stickers are distributed exclusively at events as a promotional medium to introduce the product’s characters and visual identity to a wider audience. Front Cover Back Cover

4.2 DISPLAY BOOTH SKETCH Progress Book 19

Lulu Aurola Virginia 01023240005 Vegetable Fruit RollVegetable Fruit Roll