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SmarFarm PDF

SmarFarm PDF

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Published by: Kyle Barrett on Mar 24, 2012
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•• ••

••

• • ••

AWARENESS

and

ACCESSIBILITY

L___

When we look at something like L I YES T RON G we see a company that has turned awareness into a PRODUCT. By creating a branded item, they have established a "T INGNESS" for the fight against cancer.
1M

to good and healthy food.

______.

"How would apple do a farm?" Through streamlining their products into an easily understandable and accesible format, Apple has managed to make something as complex as COMPU ING as SIMPLE as moving your finger.

The SmartFarm box is serving as a hands-on educational tool for all ages that bridges the gap between food PRODUC ION and CONSUMP ION, allowing a person to easily PLAN a series of crops and then EA them as a part of a larger meal.

Step 1: ind Your Region
The Region map takes climate and seasonal factors into one easy to read page. All you need to do is select the current month and then find the color of the place you live.

When opened, the box can be hung as a calendar or display

Step 2: Pick Your Meal
We're not just planting crops, we're planting food. You can pick any meal plan that corresponds to the color of your region, and be walked through a planting schedule that will end up in your own, home-grown meal.

When opened, a meal tab has a multi-month calendar that tells you when to water your crops as well as when to plant certain seeds so that they can all be harvested at the same time. This system can be inputed into the website aswell, so that you can be updated via email or a web/phone application

Step 3: Plant Your Seeds
Plant the seed-sticks that the meal plan indicates and you're on your way. With plant seeds adhered to a nutrientimpregnated wooden strip, these sticks take the guess work out of planting, with a depth line and individualized instructions on the back of each strip.

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

Now that we have a strategy for a farm in a box, we need to design it as an actual product and brand. To do so, it will help to look at things in the following timeline:

Distribution
What seeds are we selling? How will this product look and function? How can we use social media to engage audiences? What kind of store would create the SmartFarm experience?

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

...K ifT STE
We're going to use the Ark of aste for a supply of exotic and tasty crops that you can't get anywhere else through monoculture

With a campaign.

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Yes, snobbery sells, and knowing your food is better than other types of food sells ..

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Not only is improvised marketing cheaper and more effective, but the Ark of Taste and others like it allow us to use Local Sources. This means less transportation costs and individualized management.

2. It's Cheape

There is a considerable market for food solutions in the U.S., with general food insecurity having raised 10% in the last 3 years. In China, however, food insecurity has gone down 100/0, even though it holds 1/6 of the world's population? What are they doing different?

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

Seed sticks will also be sold in individual packages, which are then sold in seasonal stands in grocery stores, markets, etc. This allows for better storage, preservation and shipping for individual orders.

Variety/Type

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Different Crops Come in Different Packages

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The stands would only display what's currently in season in your region. With this, whatever you see in the store, you can moment you get home.

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The larger, "farm" box, however, still has role. Whereas a market stand
Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

would display seasonal crops, a farm box would have a crops for the

variety

of

whole year.

It gives you everything you need- schedules,

This lets you easily plan crop cycles, coordinate large meal plans, and, most importantly, display your work. It's also easy to mix, match, and refill with the modular seed packets.

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

As we move into the specifics of the packaging design, we need to understand two key points: Intrinsic Motivation is Dead, but Replacement Happens

People may like the Prius because it's going to save the world,* but they buy it because there's a green leaf that tells you "Good Job"

*it really isn't

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

Intrinsic motivation is dead, that's hard to swallow. But we're talking about things in terms of marketing strategy. Why is this? Because extrinsic motivators are more powerful. You don't have to

think

about the reward, it just

feels good.

is when one type of motivation overrides another. This often happens with extrinsic motivations replacing intrinsic ones.
In one study, children who enjoyed drawing were suddenly given praise for doing so. When the praise was abruptly stopped, however, the children also stopped drawing. This is a typical finding in motivational studies.

Replacement

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

Extrinsic motivators, however, can be begins to experience their results.

Inte nalized

once a person

If products have inherent values, then people will adapt to them on a deeper level with use. If we want people to reconnect to healthy food, the first thing we really need to do then is put the package in their hands. It doesn't matter how we get the product in people's hands, as long as it has inherent values, such as those associated with agricultural products, then people will This is how we

internalize them with use. can change the way people eat.

We're using contemporary consumer culture to influence food behavior. That first taste- the most immediate rewards and appeal of a product, is absolutely essential. That's why the packaging design is going to be so important.

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

The first issue you may have though, is why this aesthetic? Why not go with the traditional look of organic and healthy foods? Below we have successful orgainc and seed products (left) and successful package designs that increased the consumption and sale of their products (right).

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Products with a sharp packaging designs that communicate
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do better.

While there are people that already buy and enjoy the look of health foods, branding studies show that successful ventures traditional

break through

archetypes .

For the most part, the people already buying these products aren't doing it because of the package- they're already motivated. As long as SmartFarm stays true to the point of giving people good food to grow themselves, then we won't lose that main audience. It's the people who aren't buying, who need to be packaging design focuses on.

persuaded

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Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

The packets themselves are going through multiple revisions. The functionality, however, relies on a few keys ideas. We can't move away from the idea that we're still making farms in stylized boxes, and the boxes themselves need to add an immediate value to the experience of the product.
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The first thing we do IS create a web connection, you Immediately gain access to a larger community and engagement system to help you manage your crops, which will become more important with the with the use section of the product's timeline

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Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

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The second is an info graphic for tools for growth- specifically measuring instruction, shade, sun, water requirements, and companion planting.

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

The third, however, is a little more specialized. Why do people like fortune cookies, or that crappy bazooka gum with the comics on the inside? They enjoy unwrapping something for a tangible and immediate reward. For this, we have a few key options:

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Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

This needs to define our brand identity- Nike doesn't list shoe qualities, they honor athletes, and Apple doesn't talk about processing speeds or hardware, they pay homage to people who "think different."

YNOT? juice bottles become toys encouraging children to play and act creatively

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

One option to explore is oregami, with the slogan being

"Create."

Seed packets would be easliy folded into diplay plants, symbolizing the transformation from product to food.

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Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

After the packaging comes the actual use of the product. We've made it extremely easy to plant, but it's important to remember that, from a motivational standpoint, the time between planting and reaping is

dead time.

SmartFarm's solution for this will be its second major component, the

website.

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

AWARENESS & ACCESSIBILITY

The strategy is for the box to become only one level of a larger healthy food education

SYST E M

of interfaces for accessible and

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Webs·te

ThelWebsitelis

an vital element that will

EX~NDthe~LUE of the product beyond the box .. It will allow for free access to the 123 farming system and general food

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EDUC~ION,aswellasonlinePROGRAMS,~···_O~r_e~~~~~~~

COMMUNITY forums, and an update system (via phone app, email, etc) based around yourpersonal meal plan.

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

The website will appraoch users through Ga ei use of interactive mechanics to engage audiences.

ication, or

the

1

Buy Seeds

t-----I
Code

Get Farming

and Health Information

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Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

Gameification has been around for years in terms of loyalty programsthings like frequent flier miles, and "get every tenth product free." Our approach, however, is more concentrated. Popular games like Airport Madness have made one of the highest suicide-rated professions

fun on

a large scale .

The obvious example, Farmville, does the same, and is the most played game on Facebook.

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

Examples like this show that it's not what you do, it's makes it fun.

how you do it that

This is something that lets us blur the line between what's percieved as good and bad.

Cars

Presents

Games

Movies

Food

-

Toys

Music

Kids

----------DMV Real Housewives School
Dentists

Sports

Parties Shopping

Exercise

Taxes

Work

There are 3 points for making this strategy successful:
Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

1. Updates and Progress
text.

Markers

Recieve personalized instructions and updates via phone apps, email,

Earn Points

as you update your progress.

+25pts

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watered today

TIME UNTIL HARVEST I

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Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

2. Competitive

Sharing Continue earning points as you share your work and Contribute to Community Feedback

Suggestions Origami My Farm Products

Cooking

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My Recipe,.....---l
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Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

3. Interactive Aid

Redeem points for cupons and discounts. Choose which cause you would like a portion of our profits from you to go to.

Redeem Cupons

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Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

Lastly, we come to the notion of EXPANSION. This refers to the idea that we would want to ultimately create a place where people can physically experience the brand In other words, we'll want to design a SmartF arm Store

Distribution supply demand Packaging design . expenence Use website gameification
SMART FARMS

For this purpose, the seasonal display stand will become an architectural element, acting as a

display wall

and installation

Expansion store facade

orn

Tomatoes 8ea Strawberrie

Raddish

lettuce.

abbae

Peas

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

This will allow for an architectural language that the SmartFarm brand can plug-in to a variety of retail environments

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

Depending on contextual restraints, we will be able to continue this language to the storefront. Using black, laminated glass panels, the SmartFarm store will create a unique facade that juxtaposes agriculture and the modernization that it represents
Rooftop Demonstration Garden (if possible) Visible Demonstration Garden & Activity Area

Tight Constraints

Open Constraints

Facade B

Fa~adeA

Distribution supply demand Packaging design . expenence Use website gameification Expansion store facade

This facade will function just as the packaging on the seed packets does, concealing the building's complex functions with an elegant and streamlined design, bringing the brand identity full-circle

The panels will conceal the structural truss-sytem that allows for an uninterrupted glass diplay of the store's inside

The wall section will create and conceal a passive, thermal envelope. This will cool the store and allow for plant growth on its walls

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