When you look the dielines you’ll notice area that are sectioned off on the bottom these were elements that I thought about adding to the package that I decided not to continue with and instead stay with a more plain and simple design and look. Negative space and contrast was my most powerful elements in my final design and I wanted to have enough space to put essential information and nothing that didn’t need to be on the package itself such as technical info and or advanced information instead I left a referral for such information to a fake website inside the package.




When proposing my idea of a digital survival guide I came up with uses for a similar type of product that would cover a different demographic, what I came up with was have the programming be altered to use to immigrants and interested individuals who are looking for additional information or just information for a clear understanding much like a learning tool or rather the ultimate learning tool. I spend a few days thinking the product over and I finally settled on a series of 3, three versions of this ISES program. ISES was a name I chose after a lot of searching and experimenting with different word combinations, some of the better combinations that I put together is shown above.

That was my first step in terms of creating my package i thought the best step is to properly establish the brand ISES and to set exactly what my product is and what it does so I came up with a product write up of sorts for the 3 part series of ISES: Tactical, Explore, Learn which again you can see that I spent some time looking up what I would call each part of the series.

I.S.E.S. Tactical

The ISES Tactical system is designed for combat purposes, the main purpose of ISES Tactical is to optimized squad tactics and harmonize squad maneuvers. It allows all users to have access to a HUD (heads up display) that captures your surroundings in real time via GPS and projects squad movement option to the team leader, once an option has been chosen all subsequent squad mates will be relayed the chosen information.

I.S.E.S. Explore

The ISES Explore system is designed for navigational purposes, the main purpose of ISES Explore is to offer real-time navigation with smart point of interest allocation. With this program the user can have not only a top performance GPS navigation system but also have their device recognize points of interests such as restaurants, schools, emergency stations, etc. With the ISES Explore there will be no getting lost in the woods.

I.S.E.S. Learn

The ISES Learn system is designed for educational purposes, the main purpose of ISES Learn is to assist with educational endeavors and streamline the process of information gathering. When used with traditional means of research one’s own learning experience will greatly increase and without the added pressure from long nights of research. The ISES Learn is engineered for students of life therefore anyone can benefit from the advance information access of the ISES Learn program.

Once I had my product hard set on my mind I began exploring brand logo options, at first I was playing with what the program was meant to do: streamline, organize, and network. I started with a single 3D box shape which I linked and networked and I played with the perspective for a bit, I like how it looked but I wanted more value in it so I started setting darker regions and creating negative space and added touches of colors to create contrast. I decided to use colors to separate the three part of the series, I wanted to stick with the colors of the highest contrast to have the logo be the strongest element on the packages and everything else will sit in a secondary field.

At the same time I began working on some packages and dielines I could use to package my product, at this time I had settle on marketing my product in a memory stick but which type I had not decided but I wanted something common that most people would have device that have access to it. therefore making it user friendly.

I also started work on a secondary element for the packages where I would have a depiction of whom or what would use that particular product. It took me a bit of location scouting and persuasion in terms of getting models and permission to use their photos but finally last on in the week I had a few pictures to pick from and play around with but the 3 that I settled with are shown above though a the time I was iffy about which colors would fit which of the 3 of the series. Many of my problem with settling on a colors was that I associated green and blue with both military and education so naturally I was having a bit of trouble with my secondary element.

 Product: Survival Guide

 Target Consumer: David/Old Snake/MGS4

 Core Idea (a target + a problem = the core idea or product niche): Being a suborn veteran of war he has a tough time accepting the new age of age and how combat has progressed. This handbook on basic survival skills required for Old Snake to survive in his hostile war torn environment.


What are their internal drivers?

cultural identification: Once American War Veteran Thrown into another impossible war with the odds staked against him

family history: Has a twin Brother Code named Liquid Snake, Older brother codenamed Solidus Snake, Father codenamed Big Boss, and surrogate mother EVA/Tatyana/Big MAMA

dominant personality traits: Calm and collected demeanor, and rarely shows signs of fear in extreme circumstances

emotional needs: Acknowledgement, Successful, Alive, Challenged, Clear, Confident, In Control, Secure, Relaxed, Independent, and Privacy, Competent, And Focused

rational needs: Better tools, equipment and the means to use his tool efficiently with smooth transitions into placement and position as he is playing a game with his life where his enemies out number him by the thousands

perceived needs: A break. Vacation

guilty pleasures: Sigs(cigarettes), Playboy Magazines

aspirations: To stop getting into wars

beliefs: One day everything will end one day

values: Loyalty, Success of his mission

prejudices: Anyone who he has never dealt with and some who he already is acquainted


What are their external attributes?

public rituals:

social habits: None, Preferred to work alone, as few loose ends as possible


individualistic or group actor? Individualistic


relationship with nature:

relationship with technology:

do they prefer comfortable (old) or advanced (new): Comfortable

durability vs. trends: Durability

what might they consider prestigious: C.Box

private rituals:

levels of intimacy:


in-house behaviours:

their voice:

spontaneous or deliberate: Deliberate

act or complain: Act

whisper or shout: Whisper

follower or leader: Neither

nuanced or direct: Direct


With regards to the package or brand:


What are the perceptual inclinations?

Colour: darks, Camo, Hard to spot colours

hues: Green, Blue

colour properties:

colour relations: need to blend with enviroment

level of complexities: Camo print or other urban or desert print

fluid or rigid: Fluid

firm or soft: Soft

consistent or arbitrary: Arbittrary need to be asscessable anywhere anytime

coarse or fine: Coarse

other: pattern

seamless or discernable: Seamless

symmetrical or asymmetrical:Symmetrical

organic or geometric: Geometric

level of complexities:

Retail Environment:

Who are your competitors?

Generic Survival guides for wildness and hostile environments and don’t necessarily suit his situation or events

What kinds of stores might sell your product?

Black market


How will you distinguish your Brand from your competitors?

fast and accurate without all the unless information and made personally

Brand Personality/Competitive Analysis:

What is the value in purchasing/owning your product? With in this survival guide you’ll survive going up against a 5 story mechinised weapon with a rail gun mounted operated and guarded by over 50 heavily armed soliders,

How is it different from it’s competition?

You won’t die from doing what it says

Why is it better than similar products?

Provides detailed information to the slightest detail such as foot placement and breathe control.


Are your materials cost effective, and how?

Yes it varies from a nano print hand booklet to digitally accessiable data that can be stored to ones communications equipment.

Are your materials sustainable, and how?

Yes as one is literally digital code being just data to the booklet being nano printed onto any exo-suit


How will you encourage brand recognition?

We don’t, we sell to blacktop operatives who have proven themselves useful and we deem are paramount in the success of our goals. The leak of such information to any grunt is unacceptable.

How will you add value for the consumer?

Weightless, Silent, Easy Access, Detailed mapping, overall upgrade to Navigation systems.

Additional comments about your product and/or consumer:

This survival guide is made to be invisible and undetectable; having it in either form will allow the user to learn anything necessary to survive in their perspective Era. As it is either available in nano print form or databased in communications tech fear of enemies finding and capturing this information is impossible as the data will delete itself upon the vitals of it user, therefore is the user dies the survival guide will delete all information though it is impossible to die if instructions are followed.

All the smoke has finally settled and the tissue box stuck with oneof my more visually attractive deisgns, I call it the “Iron” due to it’s likeness but it serve both to be visuall apealign and functional on more than one diminsion as mentioned earlier in my previous post you can also wall mount it from the back and it functions jsut that same and it doesn’t even have to take up space on your desk. The dishwasher packaging rested on one of my more safer designs that still functions as well or better then their current box which has a open tab top, My dishwasher box also features a top tabed top but it also has a folded hatch on the front bottom of the package where you can easily dispense the dishwasher packets.

All in all my experience with this project was a constant up hill climb, where I would make headway with a new design but end up falling and dropped that idea but with what remained i was able to build a new design and layout. I’m happy to be able to have both made and I impressed myself when I put together the tissue back mock up and not ripping or tearing the curves.

Seventh generation being a eco friendly manufacturer or products had many very basic designs in terms of their boxes, though they function fine as they are I wanted to create packaging for them to stand out as well and not only serve the purpose of functionality. I came up with a few broadband package shapes and their individual functionalities.

The design direction I wanted to go with was lots of negative space with essential information only. So in short I wanted to package to appear as simple as possible when you look at it but have the shapes and functions of the packaging are the draw to the product. The logo was not to be repeated just one on the front of the package being the dominate visual on the entire package while the rest of the text and or elements placed on the packaging would be placed elsewhere.

I started off first with a design for the tissue box; I wanted a leaf shaped box that stood on its side which dispensed tissues flat from the tip of the leaf, though in my mind the design and package was sound I had trouble replicating it in paper. While sitting down and attempting to come up with a dieline for that leaf shaped box idea of mine I hadn’t considered the size of the package too much and as a result created a dieline that would require much more paper then an 12 x 18 sheet would supply. Even when creating the dieline I ran into trouble and it fought with me the whole time, I had decided to attempt to create packing with no glue so I had to configure my dieline in such a way that it allowed me to put the box together with slits and bands that interlaced. With the dieline thought out I attempted to create it in a reduced size with regular 8.5×11 but it didn’t work out very well, the interlaced bandings did not prove to be rigid enough and the box would end up tilting or collapsing. As a result I had to go back to the drawing board and attempt to create a different shape to the box in order for it to have a leaf like shape to it and still hold its structural integrity but in the end none of the idea I came up with at the time worked out so I decided to let the project sit for a while because everything that I was thinking up was not resolved enough for me to picture it working. I went back to researching what I could do with curve in boxes.

After a week for looking up and down on the internet and studying how to create boxes with curves and how to lay down dieline for them I went back to drawing roughs and as a compromise I went back to using flaps and glue so I don’t have to worry as much about the strength of the structure glue being glue it would hold all the corners well. Even though I settled with using glue I still wanted to keep it to a minimum or go only as for as the original package did with its usage of glue.

With the “no glue” policy removed from my thought process I was freer to attempt some more viable box designs, the first of which was to not only be the packaging but also double as a decorative piece where the top piece was curved to a point once again where the tissue is dispensed, unfortunately this design didn’t house the tissues to well due to the change in the shape, so I moved on and came up with a 3 sided curve with one flat side that was men to be the back of the package where you can place this on a table against a wall and it’ll have an appealing shape and still work and function as a tissue box or a dishwasher packet dispenser. Though I liked my second concept it wouldn’t never float because I found it resembled hotel lamp way too much and that clash of shapes did work well in my mind, if I could make the connection I’m sure others can as well

After that I had thought about making a box shape and have it work solely on function, a box where it not only house the content but also displays and all easy access to the contents without the need for fiddling. So form a regular rectangle prism box I started exploring what happens if a place a perforated line here or there and allow fold line in certain places, it worked out quite well with and opening hatch on the bottom off the box for the dispenser and a flip top opening for tissue box version. So I saved this design and moved on to more ideas the third of which resembled a roll of toilet paper where I planned to have the individual tissue sheet come out through a sealable slit on the side but with its shape it inherently came with some design difficulty as I would need to have separate piece glued together and therefore breaking the less to no glue idea I was going for so I ended up leaving that idea alone.

The fourth idea is a wedge of sorts, and through that came a design that I found unique where it would somewhat resemble an iron. Having the edge line of the wedge curve inward and bulking up the centre giving the inside more space for contents. I really liked this idea and the fact that the tissue sheet can still come from the tip of the box I liked it and it can also be wall mounted and it would be fine for that aswell.

Finals (remember to write stuff here)

With only one of my roughs chosen as the strongest of the 8 by my discussion group I decided to try further with 2 more to see how much further I could bring the design in hopes of my ideas sparking. As a result I pick the hash mark almost military design and the Cut and Paste design of mine and brought all three to light in Illustrator but as expected the Cut and paste really should have stayed on paper, I believe that the pose I chose was the major issue if I had taken a different pose that design may have come to be more resolved. The hash didn’t come out very well at all digitally  the design on paper sound but I believe that I used to many rigid line and they were to fixed to have any organic feel. Therefore I felt that I had lost the organic quality that I thought I would be able to bring into the digital version of that design.


With the two failed explorations I was left with one remaining concept, the diving goose was one of my top favorites from the beginning but as our professor pointed out the range of exploration is important when coming up with concepts, all that was left was to dive as deep as I needed to and have reached resolution for my design by the end of it was defiantly my goal. With a direction chosen the process in turning my hand drawn diving Canadian goose in illustrator was quite the task, having to define stroke to every line in an attempt to have it give off a sense of motion. I was difficult as I never had to deal with so many back and fourths. At last a came to a finish with a forward diving fade of a goose design with no word mark, I played with the thought of adding a revolving line to outline it more but I felt it got in the way of the movement I wanted to that was scraped as well. In the end my classmates pointed out that the folding of the gooses wings was reminiscent of buttocks, which now become the most pressing matter, on one hand I wanted the goose to be diving but on the other hand the wings couldn’t be folded inward or I would yet again depict buttocks  which was never my intention.


At last The idea came to me after touching on it on and off for about a week, Spread the wings but not to their full length but rather have it seem like it was spreading it’s wings and time had stopped. With this idea a new flow of ideas and different way of depicting it came to mind. At first I had the full goose with no tail feathers (depicted beside the original idea of the diving goose) Ending the body of the goose to abruptly made it feel not so resolved but at the time I had ignore the addition of tail feathers due to it being an abstract rendition. My second design came from simply removing the problem spot, and with it the problem I had with the body. It was the most illustrative way I could depict the National bird, keeping the long slender neck with a beaked tip and having it branch out into half spread wings  and not having the body almost gave it more movement. Afraid that having an open line might not be so appealing to others as it was to me I connected the two ending line together but it end up looking like a horseshoe. In the end before finalizing the logo I gave in and attempted to add more realism into the goose and the result were not bad and I liked it a lot maybe even more but I wanted the thought of movement and more importantly upward movement as in improvement and betterment so I stuck with the bodiless goose instead even though the ones with the tail feather were more accurate depictions I felt by having that there made the goose seem as though it was staying still and it would lose the message I wanted.


When thinking of roughs my direction was to go with a Canadian Goose as the icon over the current logo of Antarctica with “CANADA GOOSE ARTIC PROGRAM” rounding the circle. My first initial design stayed closest to the current and I want to explore what I could do with it, I removed ARTIC PROGRAM due to the visual appearance of the Canadian Goose jackets look Arctic Ready so I felt there was no need to have that repeat in the logo.

After a exploration into the current logo I started off with my Canada Goose Icon at first with a very abstract interpretation of the national bird, the flaw to this icon that I felt stood out the most was the fact that it didn’t really resemble the Canadian goose but rather it was more reminiscent of a seagull, though I admit I could have tried to illustrated the wings of the abstract bird into more of an accurate depiction but I felt it still wouldn’t fully represent a Canadian Goose.

The third logo I came up with was to have a more classic approach to the a depiction of a bird, also this pose of a bird allows me to depict the wings more so but still as a Canadian Goose it still leave too much room for interpretation. So I ended up scraping that idea, instead I moved back a step and stayed with an idea of a badge so the thought was military ranks and the hashes you receive when you rank up. so what I did was have a double Hash where I replaced the top hash with a abstract goose from its head to the wings to make the generic “V” shape.

The fifth Idea was based off my exploration into the flight of birds where I goggled Canadian Geese in flight and after looking through a multitude of pictures I finally found a picture that I had not seen before, It was a heli shot of the national geese in flight, it almost looked like it was diving. I tried my best to depict it like so but alone I was afraid it was too little but I added the word mark CANADA GOOSE along the sides of the gooses neck. I later discarded the words but I’ll cover that bit later.

The sixth was a more generic pose, but nothing like the regular wings up pose that almost every depiction of the Canadian Goose so I did a more flat flighted version. Again I wasn’t able stand having just the icon so I attempted to revive all the words from the current logo “CANADA GOOSE ARCTIC PROGRAM” this ended up looking to large and imposing and I couldn’t see this as a badge on the Canada Goose product line.

The seventh design was another deeper exploration into badges and what I could do, I started with a different shape than the ones I’ve tire previously so naturally I went for a triangle with of course CANADA GOOSE but it left a triangular space underneath it but with nothing to fill it with out of my imagination I choose to place one of my previous Goose icons into it thus adding a word mark to the icon and completing it into a badge. Though it felt like a valid idea I still didn’t feel innovative enough so I pressed on.

The last of my rough ideas came from what I like to refer to as Cut and Paste where I would overlap elements in the design to have some part covered but not so much to have it lose its shape or image, sadly I have to say it didn’t turn out to well. It ended up looking like a dead bird was skinned and placed on a table with CANADA GOOSE written on it. Though this was one of the more liked approaches from my group when we had a group discussion on our rough ideas.

Canada Goose is a brand that manufactures innovative, and high quality outerwear in Canada for over 50 years. Their collection of down-insulted, technical and travel inspired clothing that will protect one from conditions that range from mind numbing cold of the Antarctica to the gale force winds on the North Sea. Recently their jackets have snowballed in popularity especially  their Chilliwack Bomber for both men and women, but due to its sudden boom in popularity they have become one of the most counterfeited jackets in North America. All jackets comes with a ticket of authentication and all the info you need about the jackets capabilities, while the counterfeited jackets come with limited or poorly printing info sheets and the material quality is texturally different due to low grade materials. The counterfeited jackets are a health risk by it being non-functional versions of the real thing.

Their competitors consist of many winter jacket creators and a few professional arctic jacket creators:

Mountian Hardwear


The North Face


Outdoor Research



Western Mountaineering

Their products include:




Simple logo with Antarctica with a sort of pie chart behind it with a surrounding circle with their name “Canada Goose” and on the bottom of the circle of type “Artic Program” with the maple leafs going down both sides

Above is two of their badges that are placed on their products, one is the regular badge used in their products and on the right is the badge used in their limited edition jackets or in their foreign products.