Research, ideation and prototyping of innovative concepts to freshen up a traditional product line

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Drivenbythemaingoalofcreatingfeasibleandinnovative
jar concepts for Verallia, this research aimed to build
a broader knowledge about glass packaging through
better analyzing Verallia’s brand, products’ properties,
relevant final users and the current production process.
Verallia’s branding, communication elements, values
and structure are presented along with comparisons
with competitor’s brands and glass industry landscape.
Based on it, corporate strategies are envisioned.
The products analysis focused their characteristics, their
interaction with the consumer while displayed in the
store and their relationship during use. By it, one can go
deeper in the implications of shapes, sizes, colors and
other physical properties of jars.
Different users were analyzed and personas/stereotypes
were defined in order to summarize and personify the
findings.
The report presents three distinct profiles with their
respective needs and journey, by which one can grasp
their lifestyles, consumer behaviors and presumed
desire for one or other jar.
Based on these inputs, four scenarios were created to
prompt the generation of new concepts.
The research served as an inspirational platform for the
R&D team [candidates of the Master in Strategic Design
– Poli.Design 2014/2015] and building this common
knowledge background with the company is essential to
promote a better comprehension about the inspirations
and implications of each concept.
Although the current production process is not
presented in this report, it was constantly considered
during ideation phase.
ABSTRACT

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INDEX
01. COMPANY OVERVIEW
02. PRODUCT ANALYSIS
03. USER’S DEFINITION
04. IDEATION PHASE
05. DESIGN CONCEPTS
05.2 THE FINGER JAR
Francesco Aliprandi - Guilherme Pacher
05.1 THE KNIFE WELCOMER
Francesco Aliprandi - Guilherme Pacher
05.3 REF. IN THE IMAGINARIUM
Luisa Figueroa - Max Yogoro
05.4 DOTTY
Luisa Figueroa - Max Yogoro
05.5 SUNNY
Luisa Figueroa - Max Yogoro
05.6 TWO IN ONE
Yasuyuki Hayama - Dhanashri Walimbe
05.7 HONEY COIL
Yasuyuki Hayama - Dhanashri Walimbe
05.8 THE NATURE INSIDE
Yasuyuki Hayama - Dhanashri Walimbe
05.9 THE SPHERE
Marcela Cubero - Nicole de Cándido - Veronika Ji
05.10 CHEMISTRY
Marcela Cubero - Nicole de Cándido - Veronika Ji
05.11 THE TEA CUP
Marcela Cubero - Nicole de Cándido - Veronika Ji
05.12 THE STAMP JAR
Erik Andrade - Silvia Podestá
05.13 THE LIGHT HOUSE
Erik Andrade - Silvia Podestá
05.14 THE HONEY POT
Erik Andrade - Silvia Podestá
05.15 THE SPOON SAVER
Erik Andrade - Silvia Podestá
06. SCENARIO’S LANDSCAPE

4. COMPANY
OVERVIEW
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01. COMPANY
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01.1 COMPANY PROFILE
A member of the bespoke Saint
Gobain Group, glass manufacturer
Verallia has bonded its reputation
to high quality glass packaging for
both the beverages and food sector.
Iconic shapes that populate
consumers’ mind are thoroughly
designed and molded in its plants:
Martini Royal precious bottle,
Vecchia Romagna stout flask and
Mutti tomato puree jar - to name
just a few.
A staple in the B2B glass packaging
market,Veralliaservestenthousands
clients in 47 countries worldwide
and with more than 90 plants and
6 innovation and research hubs can
rely on an articulated network of
partners, to ensure high standards
of manufacturing and service.
The key points of the brand strategy
arehigh levelsofcapitalexpenditure,
combined with a constant quest
for innovation in all areas of glass
packaging, and a business model
which combines the “strength”
of its industrial facilities with the
“proximity” of a local market
presence to serve customers of all
sizes.
Moreover, in order to foster its
relationships with customers,
the French company is pursuing
differentiation of solutions and
products, often through co-
development with the very clients.
Sustainability, corporate social
responsability and commitment are
consistently stressed throughout
Verallia’s brand identity as they are
the core values that cement and
sustain the company’s brand equity.
“Verallia aims at becoming the benchmark for glass packaging
and,moregenerally,forrigidpackging-acompanycontributing
to the sustainable development of its communities, value for
its customers and the well-being of its end-consumers.”
CORE VALUES
6 INNOVATION HUBS
ONGOING QUEST FOR
OUTSTANDING DESIGN AND
TECHNOLOGIES
SOCIAL COMMITMENT
STRICT PRINCIPLES OF CONDUIT:
PROFESSIONAL COMMITMENT, RESPECT
FOR LAW, CARING FOR THE ENVIRONMENT,
WORKER HEALTH AND SAFETY, EMPLOYEE
RIGHTS.
TRAINING AND CAREER MANAGEMENT FOR
THE EMPLOYEES’ PROFESSIONAL
DEVELOPMENT.
INNOVATION
CSR

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01. COMPANY
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0 wasteThe company’s focus on
sustainability is embodied
in a strict code of cunduit:
3.2B bottles and jars
produced in 2011.
6 factories
plus 10 furnaces, 3
recycling plants
and 2 innovation
labs
1400 products
770. 000 glass tons
the amount of recycled material
used every year to produce new containers
in the food and beverages
glass packaging
3rd brand
1100employees
ITALIA
Verallia labs
specifically conceived as
hotbeds for design
sperimentation , aimed at
preempting new market
trends and exploring fresh
opportunities
Product variety
11 color hues
BORDOLESE BOURGOGNE HONEY JAR LIQUEUR OIL BOTTLE
-high % of recycled glass
-water recycling systems
-reduced noise pollution
-methane and fuel oil
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01.2 GLASS FOOD & BEVERAGE PACKAGING INDUSTRY-OVERVIEW
Glass is being used to package food, chemicals,
pharmaceuticals, and alcoholic and non-alcoholic
beverages. Glass bottles and jars are available in
various shapes, sizes and colors. This suits the
application wherein they are used.
Rising preference for glass in the healthcare
industry due to its sterility is likely to be a factor
contributing to the growth of the glass packaging
market. Increasing consumer awareness about
sustainable and hygienic packaging of food and
beverages is likely to provide new opportunities
for the growth of the glass packaging market in the
near future.
In fact, it is the ideal packaging for containing food:
it is healthy and preserves tastes and flavours, it’s
natural, safe, hygienic, elegant, 100% recyclable
endless times.

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01. COMPANY
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01.3 AUDITING THE BRAND

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01. COMPANY
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Sustainability and innovation - as already said- are the
twopivotalvaluesthatgiveshapetoVeralliavaluesystem.
Let’s now have a closer look at what sustainability means
for companies operating in the glass manufacturing
market. Intuitively associated with environmental issues,
the concepts stretches beyond that, to enclose also the
economic and social dimension of the organisations.
Foracompany,achievingeconomicsustainabilitymeans
being able to rely on a sound economic performance,
which ultimately will allow further investments to back
up the very process of reducing the environmental
impact , while also making a positive social contribution.
Innovation comes into play as soon as sustainability has
to be achieved continuously over time, and processes
need to be costantly up-to-date with changing dynamics
and economic and social requirements.
Three significant shifts of values could be identified
as the main drivers of this updating process within
the brand Verallia: from “recycling” to “upcycling” (an
example: “I riprodotti”, a collection of objects made up
of glass bottles and jars), from the concept of “creation”
to that more crucial of “innovation”, from “safety in
the worplace” to the comprehensive “corporate social
responsibility”.
The following mental map plots on a two layered graph
the users’ conceptual associations to the glass, intended
as packaging material in the food and beverage market:
the above layer stands for the product dimension,
while the lower one gathers all the concepts that are
related to glass by virtue of cultural scripts: values such
as innovation, recycle and commitment have become
integral part of Verallia’s- as well as of all the other
companies in the glass manufacturing industry- which
uses them as statement values for of its brand equity.
By comparing the intensity of users’ association
between a particular concepts and the material, with
the importance placed by the company upon each
concept, we may get interesting insights about areas of
intervention yet to be properly explored by the brand; or
even, we could identify possible discrepancies between
the users’ perception of the brand and the company’s
goals.
01.3.1 SHIFTING BRAND VALUES AND IMPLICATIONS ON BRAND EQUITY

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01. COMPANY
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Degree of given importance
in the brand strategy
Intensity of consumers’
association with the
material
Product level
Cultural level
High
Very High
High
Medium
Low
Medium
Low
Commitment
Recycle
Genuinity
Heaviness
Design
Technology
Tradition
Decoration
Volume
Transparency
Hygene
Customisation
Innovation
Variety
Vintage
Food
Drink
Environment
MENTAL MAP FOR VERALLIA

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A consistent, relevant and all-round
communications strategy allows
the company to orchestrate diverse
media to convey its brand values and
mission.
From social presence to video and
corporate brochures, all the elements
of the brand identity reinforce the
company’s mission: achieving
excellence in the market through a
savvy mix of sustainability, design
and innovation.
WEBSITESOCIAL MEDIA
CORPORATE BROCHURES EVENTS & PRESS
CORPORATE VIDEO
01.3.2 A CONSISTENT TONE OF VOICE

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01. COMPANY
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The graph depicts the performances of four major players in the food&beverages glass
market, according to eight variables. The organisations studied all feature medium and
even high levels for each of the variables, suggesting that the market leaders are all
aligned on the same standards and this results in a tough competition. Hence, the need
for them to create unique PODS (Points Of Difference). In a market where the Points Of
Parity (POPs) are excellent performances, sustainability best practices, design and state
of art technology, Verallia needs to find different levers to appeal to customers. Most of
all, it needs to be recognizable and to build a powerful brand equity, that is ultimately
a function of the number, strenght and uniqueness of consumers’ associations to its
brand.
Low
Medium
High
B2B
Product scope
Design variety
Iconic product
lines
Sustainability
Brand Equity
Product system
Customisation
(pattern&shapes)
Verallia
Bormioli
Ardagh
O-Igroup
In the food&beverages packaging market,the
product scope measures how mcuh a company is
focused on glass, or it exploits differnt materials
Bormioli.Rocco iconic product line “4
stagioni” and “fido” yield the company a
strong grasp on the italian consumer’s
mind, for whom the company is synonim
of specific culinary habits
Brand equity here stands for the visibility of the
brand in user’s mind. Verallia’s bespoke
reputation amomg its B2B customers is not
preventing teh company from being relatively
unknown in the B2C market
01.3.4 FLOATING IN RED WATER?
Blue ocean analysis suggests competition is tight in the food & drink glass market

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01. COMPANY
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Far from being just a matter of creating new products,
innovation can be pursued by leveraging a mix of
different elements, which in their whole constitute the
company landscape: internal processes, production
chain, services, branding, network of stakeholders.
The“ten types of innovation” is a powerful tool developed
by strategy consulting group Doblin to asses the
performance of an organisation in three relevant areas:
the offering, the configuration and the experience.
Each area is allocated some components, on which
innovation can be pursued.
For the offering:
• Product performances: How distinguishing features
and functionalities are developed
• Product systems: complementary products and
services
For the configuration:
• Business Model
• Network: valuable connections with stakeholders
• Structure: the internal ortganisation of the company
• Process: how does the company put in place superior
methods for accomplishing its work
Finally, for the experience:
• Customer engagement
• Brand
• Channel: how the offering is delivered to customers.
We applied the Ten Types of Innovation tool first to the
glass packaging industry as a whole, then specifically
to Verallia, to assess their performances for each
of the components and highlight possible areas of
improvement. Tough performing very well on average,
Verallia may look for innovation in those areas like
product system, service ans business model whcih still
leave some room for enhancement.
01.3.5 INVESTIGATING THE STRATEGY: INNOVATION LANDSCAPE

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01. COMPANY
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Core
Processes
Low
Medium
High
Enabling
Processes
Product
Service
System
Product
Performance
Services Channels Brand Customer
Engagement
Business
Model
Value
Network
Complementary
product
manufacturing
Complementary
product
manufacturing
(lids, locking..)
Advanced glass
Manufacturing
technology and
processes.
B2B & B2C
customised
services offerings
Worldwide presence
in proximity of
B2B/B2C clients
A large variety of offerings for
customers (B2B/ B2C) along with
personalised services
01.3.6 INNOVATION LANDSCAPE - GLASS PACKAGING INDUSTRY

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Core
Processes
Low
Medium
High
Enabling
Processes
Product
Service
System
Product
Performance
Services Channels Brand Customer
Engagement
Business
Model
Value
Network
Advanced glass
manufacturing
technology and
processes.
Large variety plus
innovative offerings in
food and beverage glass
packaging products.
Best quality product
range.
Worldwide
presence in
proximity of B2B
clients
Design application for
3D customised
co-creation with the
client
Customised
design, reduced
time-to-market
Strong brand image
in the B2B sector.
Less awareness
among B2C
customers
World’s 3rd largest
glass food packaging
manufacturer
01.3.7 INNOVATION LANDSCAPE - VERALLIA

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02. PRODUCT ANALYSIS
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PRODUCT ANALYSIS

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02. PRODUCT ANALYSIS
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As part of our research, we visited several stores from
different sectors: High end, Middle end, Low end and
Organic food markets. We analized the way in which
products contained in glass jars are displayed as well
as the predominant shapes of jars used for each group
of products, such as honeys, marmelades, spreadable
sweet creams (chocolate and nuts) and other types of
spreadable creams.
In the following spreads you may find an annalysis of
both the way these products are displayed as well as
the shapes and their relationships with the way the
consumer relates to each product.
As part of our research we tested the product, evaluating
differents aspects of it, like shapes, functions, appealing,
use.
We also visited the Verallia factory where we were
able to understand the manufacturing process of
glass containers. This was a very important step in
our research because it helped us understanding the
technical constraints of our concepts.
02.O INTRODUCTION

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02. PRODUCT ANALYSIS
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Emotion
VALUEPROPOSITION
Performance
Function
Form
STRONG
MEDIUM
WEAK
We analysed 3 companies for each, Premium and Standard supermarket.
Premium: Eataly, Natura, Rinascente / Standard: Carrefour, Esselunga, Simply.
Jars are standarized specially in terms of shape and basic performance. In each case of jam, chocolate and honey.
There seem to be a few number of examples of jars that try to distinguish they value from an emotional point of view.
JAM
PREMIUM STANDARD
CHOCOLATE HONEY
PREMIUM STANDARD PREMIUM STANDARD
02.1 MARKET ANALYSIS - VALUE PROPOSITION

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02. PRODUCT ANALYSIS
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Texture
No texture
Convergent
No - Convergent
Straight labeling
Body labeling
Symetric
Asymetric
STRONG
MEDIUM
WEAK
Almost all types of jars are standarized in order the clients to get some advantages in terms of logistics, production, transportation
and price. There are few examples of jars trying to allow the users to get aditional value.
PRODUCTSHAPE
JAM
PREMIUM STANDARD
CHOCOLATE HONEY
PREMIUM STANDARD PREMIUM STANDARD
02.2 MARKET ANALYSIS - SHAPES

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02. PRODUCT ANALYSIS
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02.3 PRODUCT TEST

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APPEARANCE
STAND ALONE DISPLAY
HONEY
HIGHER-MOREELEGANT
DIFFICULTTO
CHOOSE
TEXTILEORDECORATIONONLEADS
MINIMALISTLABELS
LOOKS MORE SUITABLE IF THE JAR
REMINDS THE HONEYCOMBS
SIMETRIC, ROUND SHAPES
NO VERTICAL JARS
ROUNDSHAPES
+
PREM
IUM
:NOT
HORIZ.OR
VERTICAL
+ PREMIUM: NOTTOO BIG
+ PREMIUM= ROUNDED SHAPE
- PREMIUM: SMALLER JAR
- PREMIUM: TRADITIONAL SHAPEAPPEALING
PREMIU
M
PERCEPTION
JAM
CHOCOLATE
PRODUCT/RE
LATION
02.3.1 PRODUCT TEST - INSIGHTS

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02. PRODUCT ANALYSIS
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USE
TOOLS LEAD
LITTLESPOONORKNIFE
HONEY
SPOON
(FOR
HONEY)
HONEY SPOON IS THE WORS TOOL
SPOON/ KNIFE AREN’T 100% EFFECTIVE
PUT INSIDE HOT WATER-SHAKE (HONEY)
P
UT
IN
S
IDECOFFE-S
HA
K
E
(C
HOC
O
L
A
TE)
ACCESSTO
THELAST
PORTION
USER DOESN’T WANTTO GET STICKY
WAITING TIME WHILE SERVING (HONEY)
SPILLING THE PRODUCT WHILE SERVING
3
R
D
BE
ST: PLASTIC
COVER
(
NO
TW
IST)
2NDBEST:METALTWIST-OFF
BEST:PLASTICTWIST-OFF
LASTPORT
ION DI
FFICULTIES
02.3.2 PRODUCT TEST - INSIGHTS

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02. PRODUCT ANALYSIS
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02.4 INSPIRATION BOARD

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02. PRODUCT ANALYSIS
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During the visits to different High end food
stores we could notice that the shelves are
not as high as in Middle and Low end food
stores, not even as in Organic food stores.
The lighting is directed to the product and
the hight of the shelves is relatively low in
comparison to the other stores.
Even thoough products are separated by
brands and sizes in Middle end, Low end
and Organic stores, in High end stores we
can notice a very intentional separation
and organization of products.
HIGH END
FOOD STORES
EATALY
HIGH END FOOD STORES
EXCELSIOR / EAT’S
HIGH END FOOD STORES
PECK’S
02.5.1 HIGH END STORES

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02. PRODUCT ANALYSIS
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We could observe in the Middle and
Low end food stores that the shelves
were the products are displayed
are much taller than in High end
food stores. The lighting is more
general than focused to product
enhancement. As for the consumer
the visibility is compromised as the
choices are displayed in a way that
he/shemustlookallovertheshelfand
search for the the desired product.
MIDDLE END
FOOD STORES
ESSELUNGA
LOW END
FOOD STORES
PAM
LOW END
FOOD STORES
PAM
LOW END
FOOD STORES
SIMPLY
02.5.2 MIDDLE AND LOW END STORES

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02. PRODUCT ANALYSIS
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02.5.3 VISIT TO STORES. MARMALADES AND JAMS.
HIGH END
FOOD STORES
MEDIUM END
FOOD STORES
LOW END
FOOD STORES
ORGANIC
FOOD STORES

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02.5.4 VISIT TO STORES. HONEYS.
HIGH END
FOOD STORES
MEDIUM END
FOOD STORES
LOW END
FOOD STORES
ORGANIC
FOOD STORES

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02. PRODUCT ANALYSIS
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HIGH END
FOOD STORES
MEDIUM END
FOOD STORES
LOW END
FOOD STORES
ORGANIC
FOOD STORES
02.5.5 VISIT TO STORES. SPREADABLE CREAMS.

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02. PRODUCT ANALYSIS
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As we analized the product portfolio of each type of
food store we could inmediatly notice some variables
that we thaught were interesting for our research.
We observed that in High end and Organic stores the
portfolio of products is bigger than in the Medium and
Low end food stores. The shapes of the jars are very
particular in High end food stores and the product
portfolio is very big. On the other hand in Organic
food stores we could see that even though the variety
of products is similar to the High end food stores, the
shapes of the jars are much more common. In Middle
end food stores we could find a big arrange of products,
but not as diversified as in High end and Organic food
stores and the shapes of the jars respond in a way
much more to efficient issues than to appealing ones.
Regarding the Low end food stores it was evident the
fact that the product offering was very limited, usually
up to five choices for each of the products analized.
02.5.6 VISIT TO STORES
MIDDLE END
FOOD STORES
ORGANIC
FOOD STORES
LOW END
FOOD STORES
HIGH END
FOOD STORES
MORE THAN 20
CHOICES FOR
EACH PRODUCT
CATEGORY
AROUND 20
CHOICES FOR
EACH PRODUCT
CATEGORY
UP TO 15
CHOICES FOR
EACH PRODUCT
CATEGORY
3 TO 8
CHOICES FOR
EACH PRODUCT
CATEGORY
Eataly, Eat’s, Peck’s
and la Rinascente.
Esselunga, Carrefour,
IperCoop and Auchan.
Billa, Conad, Simply
and Pam.
NaturaSi and
Bio Natura.

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02. PRODUCT ANALYSIS
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CONSTRAINTS FROM THE PRODUCTION PROCESS
- Press and Blow ... For the Jars
- Blow and Blow ... For the bottles
- Cost; 10 Cents on average
- Label must be protected
- Embossing and logos
OTHER NOTES
- The principles of Saint Gobain; Behavior and Action
- Geographical Distribution of Dego’s sales
- Dego’s production Segments (Wines 33%, Sparkling Wine
29%, Jars 14%)
02.6 FACTORY VISIT

31. USER’S
DEFINITION

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03. USER’S DEFINITION
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03.1 USER’S DATA
Taking in consideration the
importance of the final user for the
jar’s design, the next step was to
define what kind of people could
be the most accurate to research
about.
As a part of the design methodology
we are following, we decided to
built three personas. As the jar is
considered just a packaging, there
are lots of people who directly or
not, using it.
With our three personas, we can
understand from a better point
of view, the range of different
needs involved in all the process
faced by different people, from the
moment in which they decide to
buy something (in this case a sweet
product packed in a glass jar) until
the last step of the life cycle of it and
its package, without leaving behind
all the logistic’s considerations
that different people could have
depending also, of the differet
lifestyles.

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03. USER’S DEFINITION
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03.2 PERSONAS AND JOURNEY
MARTINA // 21 // STUDENT
MATTEO // 30 // DENTIST &
ANNA // 32 // VET
FRANCO // 40 // SALES MANAGER
GIORGIA // 38 // TEACHER
CELIA, 4// LUCA, 3 // ANGELA, 0.5
“I really like the convenient stuffs,
it saves my time!”
“We always got inspired and
attracted by the special beautiful
things.”
“We really hope our kids grow up
happily and healthy.”

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03. USER’S DEFINITION
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PROFILE
Martina comes from Sicily, now she’s studying in Milan
for her Master’s degree in Economics.
She shares an appartment in Isola area with 2 other
students.
She is looking for partime job so that she could rely
less on her parents financially. She wants to learn and
participant as much as possible in life.
DETECTED NEEDS
LIFESTYLE
Martina spents a lot of time preparing her thesis,
meanwhile she also likes to meet friends in social events.
She cares very much about her figure, so that she goes
to gym twice a week and attends outdoor activities
occasionally.
She often takes the lunch box to school and sometimes
also brings the food to the outdoor activities.
She goes to the nearest supermarket during weekend
for grocery shopping. In the supermarket, she is always
looking for stuff which are convenient and fits her
budget. Since she doesn’t have a car, she needs to take
home the shopping bag with hand.
“ I really like the convenient stuffs, it saves my time! ”
PORTION SIZE
USABILITY
SAFETY
HEALTHY
PRICE
VISUAL
ATRACTIVENESS
PRODUCT
INFORMATION
DETECTED NEEDS
MARTINA
25
50
75
PORTION SIZE
USABIL
SAF
HEALTHY
PRICE
VISUAL
ATRACTIVENESS
PRODUCT
INFORMATION
DETECTED NEEDS
MATTEO & ANNA
25
50
75
PERSONA // MARTINA // 21 // STUDENT

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35
USER JOURNEY // MARTINA // 21 // STUDENT
phases
main
question
actions
people
objects
environment
relevant
information
experience
satisfaction
Finding Evaluating and
choosing
Transporting Storing Accessing the
content
GETTING USING FINISHING
Accessing the
last content
Disposing or
re-using
JOURNEY
// MARTINA [young student]
Where is the
honey?
Which is the best
honey that fits my
bugdet?
How to safely take
it home?
Will it going to fit
the space I have
to this kind of
product?
What is the bet
way to take the
honey out of the
jar?
What is the best
way to take the
content left?
Where should it
be disposed?
Looking for the honey
shelf
Checking price and
promotions
Evaluating appearance,
and/or volume
Putting on bag or
backpack
Carrying it home
[walking or by public
transportation]
Arranging and
rearranging other
products and the
honey itself
Taking it out of the
closet and opening it
Picking tool and
content
Placing tool while not
using [in plate, lid or
jar]
Closing the jar
Re-storing it
Pick the chosen tool
Reach every corner of
the jar
Dispose the jar
Alone With flat mates Alone or with flat
mates
Alone
Small cart or basket
Personal backpack
Bag or backpack Closet
Other food products
[also of her flat mates]
Breakfast stuff Spoon, knife or hot
water
Trash can
inside near supermar-
ket
Honey shelf Street and/or public
transportation
Kitchen Kitchen or dinner
room
Kitchen
Signs and labels about
shelves’ categories
Product label
Confusing
[sometimes it’s
difficult to find
the right shelf]
Neutral Annoying
[sometimes it is
difficult to reach
all the content
and every corner]
Neutral Bad [because she
is dealing with
waste/trash]
Happy [she’s
having breakfast]
Annoying [it’s
hard to walk
carrying
groceries]

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PROFILE
Matteo and Anna got married 2 years ago.
They both got very high education background, and
have professional jobs, doctor and vet.
They are now living in Romolo area, and planning to
buy an appartment in via Montenero next year.
They share similar value in life, which is to live healthy
and classy.
DETECTED NEEDS
LIFESTYLE
Matteo and Anna are quite busy on their work during
week days, and even sometimes get emergency call
during weekends.
They eat in restaurants with colleagues for lunch, and
for dinner at home they pay a lot of attention to the
healthness and balance.
During weekend, they go to the big supermarket such
as Essenlunga for grocery shopping. And some evenings
they go shopping in Eataly for some special and natural
products. Even without concrete shopping list, they
also would like to go there and purely got inspiration for
gifts or life ideas. They both easily got attracted to smart
designed goods.
PERSONAS // MATTEO // 30 // DENTIST
ANNA // 32 // VET
“We always got inspired and attracted by the special beautiful things.”
PORTION SIZE
USABILITY
SAFETY
HEALTHY
PRICE
VISUAL
ACTIVENESS
PRODUCT
INFORMATION
DETECTED NEEDS
MARTINA
25
50
75
PORTION SIZE
USABILITY
SAFETY
HEALTHY
PRICE
VISUAL
ATRACTIVENESS
PRODUCT
INFORMATION
DETECTED NEEDS
MATTEO & ANNA
25
50
75
PORTION SIZE
USABILITY
SAFETY
HEALTHY
PRICE
VISUAL
ATRACTIVENESS
PRODUCT
INFORMATION
DETECTED NEEDS
FRANCO, GIORGIA & FAMIL
25
50
75
PORTION SIZE

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USER JOURNEY // MATTEO // 30 // DENTIST //// ANNA // 32 // VET
phases
main
question
actions
people
objects
environment
relevant
information
experience
satisfaction
Finding Evaluating and
choosing
Transporting Storing Accessing the
content
GETTING USING FINISHING
Accessing the
last content
Disposing or
re-using
JOURNEY
// ....... i don’t have the name [professional young couple]
What do I want to
buy today?
What is the best
healthy jam in the
market?
How to take it
home?
Where should I
put the jam?
How I want to
taste the jam?
Do we have more
jam?
How should I
dispose it?
Looking through the
shelf
Looking at labels and
for appealing packag-
ing
Checking ingredients
and nutrition facts
Checking price
Putting on bag or
backpack
Carry the products to
the car
Rearranging other
products
Putting the honey in
front of other products
[due to its attractive
appearance
Taking it out of the
closet and opening the
jar
Picking tool and the
content
Placing the tool while
not using [plate]
Closing the jar
Re-storing it
Pick the chosen tool
Reach every corner
Putting the jar in the
sink
Putting it on the
dishwasher
Disposing it on the
glass recycling basket
Couple One or another
Small cart or basket
Purse/bag
Bag Bag
Other products
Closet
Breakfast stuff Spoon, knife or hot
water
Sink
Dishwasher
Other dishes
Trash can for glass
Fancy market Sweet shelf Market
Car
Kitchen Kitchen or dinner
room
Nutrition factsIndoor [market] ads Product label
Inspired In love Sad [“there’s no
jam anymore”]
Satisfied SatisfiedHappy [she’s
having breakfast]
Neutral
Kitchen

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PROFILE
Franco and Giorgia have 3 kids, Celia 4 years old, Luca
3 years old, and 6 months old Angela. They live in a
house in the suburbs of Milan.
Both parents are working fulltime, and grandma takes
care of the kids on week days.
Since Celia has some decayed teeth as she ate much
sugar. The doctor ask her parents to give her less sugar.
DETECTED NEEDS
LIFESTYLE
Franco travels a lot for work, in hence he treasures very
much about the weekends staying with family.
Giorgia often does the grocery shopping on week days
evening after work, so that on weekends they could
accompany the kids adequately.
Celia and Luca loves chocolate and sweets, however
they don’t want kids to get decayed teeth or over-
weighted. In hence they usually try to find some bio or
low-fat food for kids.
During weekends, family drive to Natura Si for some
trustworthy sweet shopping, and then Franco will makes
some chocalate crepes for kids. They are happy to see
kids grow up happily and heathy.
PERSONAS // FRANCO // 40 // SALES MANAGER
GIORGIA // 38 // TEACHER
CELIA, 4// LUCA, 3 // ANGELA, 0.5
“We always got inspired and attracted by the special beautiful things.”
PORTION SIZE
USABILITY
SAFETY
HEALTHY
PRICE
VISUAL
ATRACTIVENESS
PRODUCT
INFORMATION
DETECTED NEEDS
MATTEO & ANNA
25
50
75
PORTION SIZE
USABILITY
SAFETY
HEALTHY
PRICE
VISUAL
ATRACTIVENESS
PRODUCT
INFORMATION
DETECTED NEEDS
FRANCO, GIORGIA & FAMILY
25
50
75
PORTION SIZE

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phases
main
question
actions
people
objects
environment
relevant
information
experience
satisfaction
Finding Evaluating and
choosing
Transporting Storing Accessing the
content
GETTING USING FINISHING
Accessing the
last content
Disposing or
re-using
JOURNEY
// Massimo, Giorgia and three kids [family]
Where can I find
the healthy
chocolate?
Which chocolate
suits better my
kids’ condition?
How to safely take
it home?
How can I store
the chocolate
away from the
kids?
How can I provide
proper quanti-
ty/volume to my
kids each time?
What is the best
way to take the
content left?
Is it worth keep-
ing the jar?
Taking care and
following kids
Stopping at the
chocolate shelf
Take the products and
check the description
[because of health
requirements]
Ask kids to choose
Kids point and pick
one
While taking care of
the kids...
Carry the products to
the car and arrange
them there
Take it from the car to
the kitchen
Arrange the higher
closet to store the
chocolate
Taking it out of the
closet and opening the
jar. Picking tool and
the content. Put
limited quantity on a
home made pancake
Placing the tool while
not using [plate, lid or
in the jar]. Closing the
jar. Re-storing it
Pick the chosen tool
Reach every corner
Judging its appear-
ance and reliability of
the closing system
If not worth keeping:
Clean and dispose
If worth keeping: take
off the label, put in the
dish washer and reuse
Parents and kids
Small cart/basket
Baby stroller
Shopping bag
Market products Closet
Other products
Chocolate
Tool
Pan
Parents and kids
Grandparents
Maybe other kids
Parents
Spoon, knife of bread Dish washer
Tool to remove the
label
Healthy/bio market Chocolate shelf Car Kitchen
Recipe [on book or
app]
Signs and labels about
shelves’ categories
Product label [with
emphasis on descrip-
tion and ingredients]
Happy [it’s a
family moment]
Cautions [they
are taking care of
the children]
Neutral Annoying [some-
times it is difficult
to reach all the
content and
every corner]
Careful [due to
products
characteristics]
Annoying
[sometimes
taking off the
label is very
difficult]
Happy and
fulfilling [for
spending leisure
time with their
children]
Neutral
USER JOURNEY // FRANCO // 40 // SALES MANAGER //// GIORGIA // 38 // TEACHER //// LUCIO, 4// LUCA, 3 // ANGELA, 0.5

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AFETY SAFETY
HEALTHY
PRICE
PRODUCT
INFORMATION
SAFETY
HEALTHY
PRICE
PRODUCT
INFORMATION
PORTION SIZE
USABILITY
SAFETY
HEALTHY
PRICE
VISUAL
ATRACTIVENESS
PRODUCT
INFORMATION
25
50
75
03.3 COMPARISON OF THE DETECTED NEEDS
Looking for intersections and differences among the needs of different personas,
it’s possible to understand which design elements makes sense to the crowd and
which better fits a specific kind of market segment.
To compare their needs, we analyzed them on the following dimensions:
PORTION SIZE [0 as very small and 100 as very big]
The smaller the easier to carry
And it also influence the relation between the product’s expire date and people’s
consumption speed [e.g. short expire dates are better suited in small portion sizes]
USABILITY [0 as bad and 100 as good]
How easy is to open/close it and to access its content
SAFETY [0 as unsafe and 100 as very safe]
How safe is handling the product for children and elders?
PRODUCT INFORMATION [0 as confusing ormissing and 100 as clear and proper]
Information must be shown and explained in a clear way
HEALTHY CONTENT [0 as unhealthy and 100 as healthy]
How healthy is the content
PRICE [0 as not important and 100 as very important]
How important is the price of the product
VISUAL ATTRACTIVENESS [0 as not attractive and 100 as very attractive]
Due to its packaging and content, how visually appealing is the product.

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03.4 CHALLENGES + OPPORTUNITIES FOR JAR DESIGN
phases
user
experience
FAMILY // FRANCO, 40, sales manager // GIORGIA, 38, teacher // CELIA, 4 // LUCA, 3 // ANGELA, 0.5
COUPLE // MATTEO, 30, dentist // ANNA, 32, vet
YOUNG // MARTINA, 21, student
GETTING USING FINISHING
Finding it in the
market
Evaluating and
choosing
Transporting Storing Accessing the
content
Accessing the
last content
Disposing or
re-using
USER JOURNEY
// CHALLENGES + OPPORTUNITIES FOR JAR DESIGN
Confusing
[sometimes it’s
difficult to find
the right shelf]
Neutral Annoying
[sometimes it is
difficult to reach
all the content
and every corner]
Neutral Bad [because she
is dealing with
waste/trash]
Happy [she’s
having breakfast]
Annoying [it’s
hard to walk
carrying
groceries]
Inspired In love Sad [“there’s no
jam anymore”]
Satisfied SatisfiedHappy [she’s
having breakfast]
Neutral
Happy [it’s a
family moment]
Cautions [they
are taking care of
the children]
Neutral Annoying [some-
times it is difficult
to reach all the
content and
every corner]
Careful [due to
products
characteristics]
Annoying
[sometimes
taking off the
label is very
difficult]
Happy and
fulfilling [for
spending leisure
time with family]
Neutral

42. THE IDEATION PHASE
BUILDING THE SCENARIOS

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Prompted by the need to stay ahead of competition and adapting to new market
needs and trends, Verallia Italia is looking for innovative concepts, to freshen up its jar
product line. Namely, the company is looking for an appealing, eye-catching jar for
the jam, honey and other confectionary spreads market. Starting from the the brief
with its general intentions, our team embarked in an in-depth process of analysis and
research, whose first stage was the definition of two kind of elements:
• specific intentions: further details that help better frame the brief, converging the
research on a well defined context, with a view of achieving a specific goal. In
this case, we chose to focus on the organic sweet confectionary spreads segment
within the European market.
• design objectives: in this category all the constraints and the elements that are
relevant for the pursuit of the brief’s goal were listed and thoroughly examinated.
We identified two main constraints, one stated in the brief, the second aroused after
our visit to Dego factory and the consideratmade an overview of what actually the
market offers and worked on some specific pieces of advice to keep in mind during
the design process, because even the psychological and cognitive aspects matter
beside the functional ones.Dego factory and our survey of the product line process:
a volume range between 314 ml and 490 ml and the necessity to keep the existing
product line unchanged (that means, no further steps could be added to the product
chain). On the other hand, the overall design was to be revolving around the stilistic
visibility of the jar: namely, its capability to stand out on the shelf, leveraging on an
eye-catching appearance, that had to come from a creative combination of shape,
color and textures.
Once defined these two categories, the team moved on
to examine the environment where the jars are being
sold: premium stores, supermarkets, small groceries.
Factors like the visibility of the objects on the shelf, their
stackability, their relative proportion to the label of the
content were thoroughly considered and reported.
Through rapid etnography and internal tests we got
important insights of the product in use: users’ gestures
and methods in the acts of opening, carrying, placing
the jars; ways of consuming the content, and so on.
04.1 INNOVATING THE JAR PRODUCT LINE: SCENARIO PROCESS

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The observations led the team to assess the concept of
“jar” relatively to 5 main areas of analysis : product, user,
P.O.S, company and price. These areas allowed us to list a
series of polarities, that is couples of opposite attributes,
which enable the classification of existing products
on a scale that runs form an extreme to another. For
example, the couple warm/aggressive associated with
the “product” area, the polarity disposable/upcycling
from the user interaction area. Defining polarities is a
useful tool not only to classify already existing products:
in fact, they can also prompt the generation of new
SCENARIO
is a mental construction which
holds solid basis in the real
world: it is the representation of a
possible context of use in which
a concept of a new product can
be imagined and developed.
Often a scenario can be based
on analogies with existing
contexts from different fields. It
is usually built starting from the
intersection of relevant polarities
of attributes.
Some examples of polarities intersected. Examples from different in-
dustries help understand and label the resulting areas of the matrix.
concepts. Hence, we plotted some of what we though
were the most relevant polarities on a two axes graph.
The intersection of the axes generates four areas: the
scenarios. A scenario is a mental construction which
holds solid basis in the real world: it is the representation
of a possible context of use in which a concept of a
new product can be imagined and developed; this
representations are often built by means of analogies
with real contexts, which may belong to different field
of application.

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The final step of the research highlighted a suitable
intersection of polarities among the ones previously
taken into account. The two couples of attributes that
were chosen belong to the product and to the user
areas, respectively:
• Functional-formal: the jar is considered under two
opposite and complementary aspects, its utilitarian
features vs its aesthetic form;
• Performance based-emotion based: what the user
is mostly looking for when buying and using the jar: if
just mere functionality or also some other evocative
characteristics or original ways of use.
The resulting scenarios, given by the intersection of
these axes, were titled with a short and suggestive claim;
analogies were also provided, as hints for the ideation
of the concepts. All the concepts shown in chapter 5
are married to one of these four scenarios and thus are
exploiting the frame provided by the relative attributes.
Dego factory and the consideratmade an overview of
what actually the market offers and worked on some
specific pieces of advice to keep in mind during the
design process, because even the psychological and
cognitive aspects matter beside the functional ones.
04.2 THE FINAL SCENARIO: COMBINING USERS APPROACHES WITH PRODUCT ATTRIBUTES

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THE FINAL SCENARIO FUNCTIONAL
FORMAL
PERFORMANCE EMOTION
PRACTICITY OF LIFETHE POWER OF TOOLS
MUSCULAR BEAUTY ICONIC SYMBOLS
exclusive
selective
iconic
evocative
inttimate
artistic
efficient
personal
connective
modular
multitask
durable Leaving tangible traces
of our thoughts is so
crucial for the expression
and development of our
inner personality
As human being, we
will always keen on
looking at things to
find meanings that go
beyond their apparent
shape. (In the picture
“Cathedral”, by Sebastiao
Salgado)
When harmony marries
power, the result is
simply elegance and
functionality: a product
that goes straightforward
to its goal, without
giving up style
We seek clarity. Clarity
is all about having a
purpose, a tool and
instructions on how
to use the second to
achieve the first in a
streamlined process

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THE KNIFE WELCOMER
GROUP#1
FRANCESCO-GUILHERME

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05.1.1 INSPIRATION BOARD

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THE KNIFE WELCOMER
The stand point of this concept is the practicity to use
the jar and its content, in this case using the knife as a
tool to improve the usability of the product; after findings
in the product test, where most of the users used the
knife to stract the content from the jars, we decided to
facilitate it’s use.
To do so, was analyzed from the consumer perspective,
the abitual and the most used tool witch end up to be the
knife. From the overall shape of 35 knives we developed
the shape of this jar.
05.1.2 CONCEPT DESCRTIPTION

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The product test reveled that the most used “tool” to extract the content from jars is
the knife. According to that was developed this concept where the effort of the user
is reduced, it can be completly clean and it will facilitate the re-use or the disposal.
Facilitating the use change users perception improving functionaly and practicity,
provides comfort and preserves the beaty.

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THE FINGER JAR
GROUP#1
FRANCESCO-GUILHERME

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05.2.1 INSPIRATION BOARD

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05.2.2 CONCEPT DESCRTIPTION
THE FINGER JAR
The stand point of this concept was the emotional aspect and
relation between the user and the last bit of chocolate in the
jar, the gesture of the desire to clean the jar in a “gluttonous
way”.
The spiral was developed with the shape of the cofee spoon,
and from the bottom or from the top it express and drives
the action.

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With this shape it would be funny and easier to clean the jar when the product is
finishing. Revolving the finger or a tea spoon on the spiral part of the jar, the user can
clean it completely. The spiral drives the user gesture and create an appealing shape.

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REFERENCES
IN THE IMAGINARIUM
GROUP#2
LUISA-MAX

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05.3.1 INSPIRATION BOARD

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05.3.2 CONCEPT DESCRIPTION
REFERENCES IN THE IMAGINARIUM
The concept is flexible because the jars can be sold together or separately, they can be produced
in different scales so it’s possible to make a set of the same jar in different sizes. The concept
is generic, both jars can be use for all three categories of sweet: honey, jam and chocolate
cream.
The concept is practical both for displaying the products on the shelves of the points of sale
and for the modern family with few space in the cabinets and in the fridge. In order to solve
stability problems the volumes have been designed with short proportions and the bottom of
the jars are deeper than the standard jars.

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4 STACKABLE POSSIBILITIES 1 REFERENCE IN THE IMMAGINARUM OF PEOPLE

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75.0
70.0
70
75.0
95.0
92.5
DIMENSIONSRENDER
JAR N° 1

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DIMENSIONSRENDER
JAR N° 2
75.0
70.0
92.5

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DOTTY
GROUP#2
LUISA-MAX

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05.4.1 INSPIRATION BOARD

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05.4.2 CONCEPT DESCRIPTION
DOTTY
DOTTY appeals specially to emotion. Its icons communicate with different people and
makes the jar meaningful to be kept and reused. Sets of icons represent families of jars.
DOTTYappeals to functionality by bringing the possibility to conveys specific messages
with jars, to all people with icons and also to blind people with words in braille language.
Additionally its wide open mouth, through which it’s easy to access even the last drop
of jam, chocolate or honey, makes it also perfect to be cleaned and reused. The “dotty”
texture in the body makes the jar easier to hold.

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TO COMMUNICATE THROUGH SIGHT AND TOUCH

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TO ALL PEOPLE [FRONT GRID]:
meaningful to see relevant to touch

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TO BLIND PEOPLE:
1. What they “see” of a
regular jar in the shelf
2. What they “see” with a
regular jar in their hands
3. What they “see” with a
DOTTY jar in their hands

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TO BLIND PEOPLE [BACK GRID]
braille language [honey, cherry jam and chocolate, respectively]

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WITH LABEL

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DESCRIPTION
From ancient cave walls and first drawings as kids to our traffic signs and smartphone
screens, we always talked through symbols, icons and pictograms. They are in every
situation where fast and universal communication is needed.
Icons convey ideas and feelings.
Through sight and touch, DOTTY brings icons to people and gives meanings to jars.
DOTTY stands for flexibility and openness. Companies are allowed to think about the
signs and messages that they would like to have embedded on their jars. People can
collect different jars, decorate their houses and, why not, play with it by placing a
paper over the jar and scribbling a texturized icon.
DOTTY stands for inclusion. Imagine that you have your eyes closed and you’re holding
a jar. You try to figure out what is inside. It’s beautifully written on the label but you
just can’t see it. Yes, that’s what blind people face every day. DOTTY built an elegant
framework not only for icons but also for braille language, enabling those who are laid
aside to access products and services.
SCHEME
Two grids made of small dots in opposite sides of the jar
Each grid is made of engraved dots, where some embossed dots compose symbols.
In one grid, icons. In another grid, braille [written language for blind people]

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PEOPLE MATTER
The braille grid not only speaks to blind people. It shows to everyone that behind that
product and behind that jar there are companies who trully care about people.
IT TALKS WITH DIFFERENT PEOPLE/PERSONAS
The icon grid is a framework for different icons and this freedom of visual elements
on the shape of the jar allows Verallia and its clients to convey a variety of messages
to a variety of people. For example, a set of icons inspired by the “internet culture” can
attract young and trendy people; a set of icons inspired by kids will indeed make sense
to them; and so on.
IT FITS EVERY PRODUCT
It could be used to jam, chocolate, honey, any sweet or kind of product.
PRODUCTION FLEXIBILITY
Instead of having a mold to each icon, it’s possible to create an adaptable mold, in which
there would be a standard grid of dots. And placing little pieces on the mold’s internal
grid of dots, we are able to change which icon and braille word will be produced.

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SUNNY
GROUP#2
LUISA-MAX

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05.5.1 INSPIRATION BOARD

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05.5.2 CONCEPT DESCRIPTION
SUNNY
Sunny appeals to aesthetics. The curves are simple and harmonious while detaching from the
common jar. It refers to an universal symbol, the sun, recognizable by everyone.
Sunny appeals to performance.
Its shape let the user easly acccess all the content and clean it for future [re]use. By using spherical
shapes, the sunny jar presents a suprprising shape and reflects to the customer’s the lights of the
environment [at the supermarket or at home]. Like the sun, it shines.
AESTHETIC
PERFORMANCE
MUSCULAR
BEAUTY
FUNCTION
EMOTION

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RISING SUN:
part of every breakast
SUNNY JAR:
a symbol of nature and joyfulness
Sunny brings to the breakfast the symbol of a new day. The sun has been used
by many different cultures along human kind history to express newness, birth,
happiness and strength. It’s the welcome guest of every breakfast and picnic.
Two semi-spheres represent the sun and its horizon.The label goes in the bottom
part to enhance the dense horizon and let the “sun” part [top] free to be noticed.

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DIMENSIONS
RENDER
87.569.5
75.0
100.0
84.0
94.0
64.0
55.0
90
60.0

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TWO IN ONE
GROUP#3
YASUYUKI-DHANASHRI

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05.6.1 INSPIRATION BOARD

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English breakfasts are really elaborate, which include many flavours of jams, chocolate
creams, etc.,this was interesting insight for us. While working on the concepts, we
thought , what if the different parts of the jar like lid become functional. This thought
led us to this concept of‘Two In One’ Jar. This concept is about exploring the possiblity
of combining two jars in one setup. This playful setup joins two jars with a simple
connecting attachment, in which the lids of the jars become connecting link.
05.6.2 CONCEPT DESCRIPTION
There are multiple possiblities like single
stand alone jar, combination of different
volumes of jars, also option of combining
different flavours into one setup, etc.
Being a simple form, this design of jar is
easily manufacturable option.
Also, as this concept is flexible,we intend to
keep it suitable for all sorts of sweets like
Jams, jellies, chocolate creams and so on.
FUCTION
THE POWER
OF TOOLS
PERFORMANCE
AESTHETIC
EMOTION
TWO IN ONE

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Simple and easily manufacturable attachment that combines two jars into one
interestingand playful setup.
Image (a.): Standard single jar (314 ml)
(b.): Option of joining two different jars into one setup.
(a.)
(b.)

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Standalone Jar
Vol. 314 ml
Standalone Jar
Vol. 157 ml
Combination of jars
Total Vol.314 ml
For larger quantities,
Combination of two volumes
The attachment that
connects two jars into one
setup.
{

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HONEY COIL
GROUP#3
YASUYUKI-DHANASHRI

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05.7.1 INSPIRATION BOARD

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05.7.2 CONCEPT DESCRIPTION
HONEY COIL
This concept evolved around enriching the visual experience of the honeycoil. We
tried to capture the essence for natural form of behive and honey bee.
As a concept, we are trying to propose two versions of this concept. One, standard jar
and two, jar with an added set of functional lids.
In option two, the lid itself becomes a bowl and the other lid has a straw structure
which will ensure neat and clean honey consumption experience.
This simple form of the jar is designed by keeping formula of ‘golden ration in mind.

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Two versions of Honey Coil concept
a) Standard version with lid
b) Premium version with added functional lid cap keeping consumption pattern
in mind

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THE NATURE INSIGHT
GROUP#3
YASUYUKI-DHANASHRI

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05.8.1 INSPIRATION BOARD

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This concept of jar, is inspired from nature. While doing
research for the project, we found out interesting insights
around user habits, relationship between tools (spoon,
knife) and jars, the content in them and consumption.
We thought of incorporating these in this“Nature Insight’
concept.
The simple organic form is inspired form some elements
in nature.
05.8.2 CONCEPT DESCRIPTION
THE NATURE INSIDE
AESTHETIC
PERFORMANCE
MUSCULAR
BEAUTY
FUCTION
EMOTION

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To incorporate usage pattern of jars in relation with tools (spoon, knife, etc.),
this organic form of jar serves the purpose of holding spoon while in use.

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THE SPHERE
GROUP#4
MARCELA-NICOLE-VERONIKA

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05.9.1 INSPIRATION BOARD

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05.9.2 CONCEPT DESCRTIPTION
THE SPHERE
A sphere is a shape that we can easily relate to many objects. When seen in “unusual materials” (like glass)
it usually triggers curiosity in the observer as it’s not very common.
When we find this type of shape in food markets we immediately feel drawn to it. It definitely comes out
of “the crowd”.
Round shapes are playful, very generic and at the same time highly personalizable. They are very functional
in terms of containing different types of creams, honeys, jams and other spreadables because its shape
enhances the content in a beautiful and particular way.
Moreover, when thinking of Sphere, it also reminds us of ball sports, especially the baseball, which calls
our attention in a powerful way.
PRACTICITY
OF LIFE
FUNCTION
EMOTION
AESTHETIC
PERFORMANCE
- the shape arouses curiosity
- the sparkle gives extra focus to the
content
- strongly related to energetic ball
sports

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As it can be noticed we applied the concept of the “baseball sewing” to the base with
different textures in order to enhance the grip performance. On the other hand a “ring”
was added to the center of the sphere to ease up the labeling positioning.
FRONT VIEW
TECHNICAL
DRAWING WITH
DIMENSIONS

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...AND WITH OTHER CONTENTSSPHERE WITH HONEY

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300
250
200
150
100
50
300
250
200
150
100
300
250
200
150
100
PROPOSED TEXTURESS

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CHEMISTRY
GROUP#4
MARCELA-NICOLE-VERONIKA

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05.10.1 INSPIRATION BOARD

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05.10.2 CONCEPT DESCRTIPTION
CHEMISTRY
What is chemistry?
1. A science that deals with the structure and properties of substances, or
2. A strong mutual attraction, attachment, or sympathy.
Which one do you think is correct?
For us both! Our chemistry concept goes around almost every possible interpretation of chemistry.
That is the reason why we decided to propose a “collection of jars” based on chemistry equipment.
We know that each of these particular shapes has a specific function inside the “laboratory”, but to
our purposes the best feature is that they SHOW the contents in a crystal clear way.
EMOTION
FATAL
ATTRACTION
AESTHETIC
PERFORMANCE
FUNCTION
- mutual attraction and sympathy
- a collection of “memory”
- measuring marks related to
precise and fitness

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We took inspiration from 4 different chemistry glass containers: The round flask, the
conical flask, the beaker and the pear shaped flask.
FRONT VIEW

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JAR WITH LABEL

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We are proposing an extra feature that could be considered to add to the jar if the client
wants to: measuring lines. These measuring lines could be used for the consumer as
he/she consumes the product as well as later as a measuring cup.
ENHANCING THE VARIETY

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THE TEA CUP
GROUP#4
MARCELA-NICOLE-VERONIKA

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05.11.1 INSPIRATION BOARD

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05.11.2 CONCEPT DESCRTIPTION
CONTEXT OF USE IMAGES
TEA CUP
The “Teacup” jar was inspired by the oriental tea cup which has a convenient mouth share
enabling easy access to the content. And its elegant appearance entitles a great after-use
experience, to be displayed as adornment in dining table.
Users could access the jam, chocolate cream and honey without leaning the jar, jjust easily
taking the content along the shape of the jar. During the usage, the shape conveys a pleasant
artistic atmosphere just as tasting a cup of tea.
AESTHETIC
PERFORMANCE
MUSCULAR
BEAUTY
FUNCTION
EMOTION
- convenient shape for accessing
- elegant appearance reminds the
pleasant tea tasting experience
- “Reminder line” - it’s almost over.

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The “TEA CUP” jar shown here has a ring in the finishing area, so that
1) for easier holding by users,
2) to prevent the jars touch with each other during the delivery.
FRONT VIEW
TECHNICAL
DRAWING WITH
DIMENSIONS

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FULL OF CONTENT SHAPE VS USE

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THE STAMP JAR
GROUP#5
ERIK-SILVIA

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05.12.1 INSPIRATION BOARD

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THE STAMP JAR
A family of jars with engravings on the base to customize
your cookies. Products that delight with their playful
appearance and can be used both as standalone or as a
set of original stamps for your lipsmacking recipes.
The base of the jar is engraved to allow a second use of
the product as a decorative tool for pastries.
The concept comes with different pattern proposals:
alphabetletters,stylizedcuteiconsandachesscollection
for playing with your tea break fellows.
05.12.2 CONCEPT DESCRTIPTION
PRACTICITY
OF LIFE
FUNCTION
EMOTION
AESTHETIC
PERFORMANCE

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Proposal 1: Alphabet
A no-frill basic idea: a set of letter and numbers in curvy
Brooke font.
A
1
B
2
DC
! ?

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Proposal 2: Cute icons
Witty and essential pictograms to add humor and style
to your creations

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Proposal 3: The Chess Game
Stylized chess characters to make a game out of your
tea break.
Bake your pastry biscuits, the white team with basic
dough, while for the black one add some chocolate to
the mixture. The collection comes with the six pieces,
the queen, the king, the pawn, the bishop, the horse and
the rook.
A plastic chessboard-tablecloth may be provided as a separate accessory.
The king
The horse The bishop The king
The pawnThe queen

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THE LIGHT HOUSE
GROUP#5
ERIK-SILVIA

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05.13.1 INSPIRATION BOARD

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THE LIGHT HOUSE
Humans always like to look beyond everyday objects.
No matter if we are children or adults, things often
evoke to us something different. Here, we chose the
lighthouse as an icon of solidity, guidance, safety and
desire to explore new horizons, which are ultimately
Verallia’s core values.
05.13.2 CONCEPT DESCRTIPTION
AESTHETIC
PERFORMANCE
MUSCULAR
BEAUTY
FUNCTION
EMOTION

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The product comes with a distinctive and evocative shape that adds dynamism to
traditional jar formats. An iconic shape that might hint at Verallia’s brand proposition
and that adds statement value to your kitchen

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THE HONEY POT
GROUP#5
ERIK-SILVIA

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05.14.1 INSPIRATION BOARD: THE HONEY POT

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THE HONEY POT
We took inspiration from nature to create a distinctive
honey pot, that is likely to stand out on your shelf, thanks
to its playful shape.
This jar is poised to add light and cosiness to your
kitchen and suits very well with wooden interiors.
The ideal context to imagine this jar in use would be a
mountain baita in Dolomiti: combined with the warmth
of colors and materials, our honey pot sweetens the
severity of the weather outside and make your day have
a fresh start.
05.14.2 CONCEPT DESCRTIPTION
PRACTICITY
OF LIFE
FUNCTION
EMOTION
AESTHETIC
PERFORMANCE

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The lower section of the jar offers enough space for labeling. The sinuous shape in the
upper part is eye-catching and reminds us immediately of honey.

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THE SPOON SAVER
GROUP#5
ERIK-SILVIA

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05.15.1 INSPIRATION BOARD

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05.15.2 CONCEPT DESCRIPTION
FUNCTION
THE POWER
OF TOOLS
PERFORMANCE
AESTHETIC
EMOTION
THE SPOON SAVER
This idea came after considering how annoying is putting a spoon dirty with jam
or other sticky stuff on a table cloth. Usually you are likely to place the dirty spoon
on the top of the open jar, if you don’t ave a suitable cloth or a small dish at hands.
Some spoons exist which have been designed in such a specific shape to ease the
positioning of the tool on the glass-such as curve handles fitting the edge of the
jar’s mouth. Our solution tackle the issue from the opposite point of view: doting
the jar itself with some kind of facilitator, to make it an intuitive and very practical
support.

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This jar features a lateral slit, that fits the tool and invite the user to lean it to the jar,
avoiding the contact with the table cloth.
The hole is limited in size and doesn’t take away too much space from the label,
allowing the jar to appeal to different clients with different labelling requirements.

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Application of the concept for a strawberry jar brand. The small size of the hole
would leave room also for all round and bigger labels.

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Top-view and three-quarters perspective of the jar with its spoon annexed

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06.1 PLOTTING THE CONCEPTS
Each concept developed for
the jar line has been related
to one of the four scenarios
identified above. For a
comprehensive view of the
team’s work, the following
graph plots all the concepts in
the relative quadrant.
G1: Francesco-Guilherme
G2: Luisa-Max
G3: Yasuyuki-Dhanashri
G4: Marcela-Nicole-Veronika
G5: Erik-Silvia
FUNCTIONAL
FORMAL
PERFORMANCE EMOTION
Two in One
The Spoon Saver References in
the imaginarium
The Knife Welcomer
The Honey Coil
The Sphere
The Stamp Jar Finger Jar
Dotty
The Honey PotThe Tea Cup
The Nature InsideSunny
The Chemistry
The Lighthouse
G1
G1
G3
G3
G3G5
G5
G5
G5
G4
G4G4
G2
G2
G2