Aunt Jemima Maple Syrup Process Book

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Current Packaging Issues Users and Values When considering stacking and storing ability for transportation, domestic use, or shelf use, the current bottle’s design could be better designed to allow for a more ideal and comfortable stacking and storing conditions for each situation. It is also a common problem of Maple syrup bottles to have a messing/ sticky cap after us. Considering Maple syrups viscosity it is rather difficult to acquire the last remaining amounts in a nearly depleted bottle. In order to do so you would have to invert the bottle and wait till the slow moving liquid reached the cap. A very time consuming task which can affect the user preference of a product. Fig 5 Aunt Jemima maple syrup target consumer at its inception were usually white mid wives usually between the ages of 25 – 40 usually of middle class income, after doing research into to advertisements and marketing strategies I observed that a white young mid wife was always shown using the product. At this time period women were the captains of domestic roles and were usually the ones that stayed home and prepared food. (Refer to fig 6) Fig 6 As you can see in fig 5 there is a strong similarity with maple syrup bottles, which makes it very difficult to differentiate between brands. It is also evident that the color scheme is conventional (brown, yellow, gold, and red) The utilization of the black lady held a racial subconscious purpose which was shared amongst its target consumers during its inception. In today’s society this subconscious meaning is derogative and detrimental to its success and should be modified to appeal to a more diverse audience. The target user were usually a Caucasian nuclear families usually in the middle class income bracket. Fig 7 The User is a 30 year old black female who has a just moved in a new house with her husband. She has 4 kids in preschool and is usually busy minding them when they are at home. She is a stay at home wife who caters to the house. She has to run to the supermarket before she has to pick up her kids from school. She has to purchase a considerable amount of food to provide for her family and storage space is usually limited. She does her shopping very quickly and always chooses the most trusted and appropriate brand for her family. Since the majority of people in the house are children the atmosphere of the house is usually hectic and messy. The user always takes this fact into consideration so she always purchases items that are easy to use and resistant to breakage. Her family lives in Richmond Vancouver and fall in the middle class category. Fig 8
Context Fig 10 Fig 9 The product is used in the kitchen usually on the table in a breakfast situation where the user is eating. As it is a condiment it needs to be in convenient reach of the user and should not take up allot of surface area (should be compact) Maple syrup is used as desired. The user can apply maple syrup to their meal as much as they like. So an ergonomic bottle which is comfortable for repeated use is necessary. In order to use the product you have to invert and squeeze the bottle. When it is almost done you have to shake the bottle so it will pour more quickly Fig 10 The product is also stored in the fridge so a compact, basic shape is the most ideal as fridge space is usually limited.
Page 1 and 2: Original Syrup Product Re-Design Pr
Page 3: 2 Research/Analyses Phase Rational
Page 7 and 8: 3 Conceptualization Phase Inspirati
Page 9 and 10: Ideation Process After exploring va
Page 11 and 12: Issues with Prototype Even though t
Page 13 and 14: Re-Design Placement I was able to p

Aunt Jemima Maple Syrup Process Book

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