Much room for Mushroom - Research & Progress Journal

CREATIVE PROCESS JOURNAL 1 & 2 CA2C Lorreign Foo P200870 DXCD 01

CAMPAIGN OUTLINE Phase 1 Instagram Announcement of a mushroom growing campaign making it clear on how it mushroom kit links to the introduction of the lobster showing the campaign map, how itll be visiting schools showing campaign outline ie. phase 2 and phase 3 Phase 2 School Outreaches engaging in school allows Mushroom World to easily reach a large amount of Gen Zs Mushroom Growing Kits target audience will be engaged in the process of the growing Lions Mane an interactive way to introduce food traceability and Lions Mane mushrooms the packaging will have QR codes that will lead to the website there will be more information on the box Education Video first point of contact when scanning the QR code on the Mushroom Kit box spread the importance and traceability and how mushrooms are going to change the world Photo Taking after the educational video, users will be given the option to do a daily photo taking of their mushroom kit to track its progress at the end of the 1 week, a stop motion video of the mushroom growing will be compiled together Phase 3 Website - retains the same elements as the first draft recipes shop education Social Media stickers of mascots to use on stories videos of others sharing their experience / growing their own mushrooms

MASCOTS Lions Mane The mascots were one of the first things I decided to work on. One of the main feedback I got was that they were quite hostile looking. Leslie also mentioned that the mushroom looked quite a gangster because the sunglasses resembled a pair of 'thug life' sunglasses. He then suggested that I try to make the top of the mushroom more rounded and give him a pair of new sunglasses. Despite all of that the mushroom still looked super unfreindly and hostile. I decided to ditch the realistic look completely and go for a simpler, more cartoon-ish looking mushroom. The lions mane is rounder and more gentle looking. I also gave it rounded looking sunglasses to make it look more cool but less evil. I tried giving it eyes but it looked so scary and not cute at all so I immediately decided against it.

MASCOTS Other mushrooms! The mascots were very important in making the brand and the new products look more approachable and friendly. I decided to include more mushrooms in the lineup of mascots. I created a few different mushrooms such as porcini, oyster mushrooms, shiitaki mushrooms and a lobster.

LOBSTER PACKAGING Draft 1 After the presentation, I went back to the mockup I made, to improve on the design. From the lecturer's feedback, I was told that colors convey certain feelings, and people associate colors with certain foods. I told Leslie that I was struggling because of colors. The blue made it very difficult to associate with fungi-based but I felt like a brown would be earthly for a lobster product. Overall, my initial design lacked a lot of hierarchy but it took me a while before I could properly organize all my information in a way that was visually pleasing.

LOBSTER PACKAGING Draft 2 I went to research more on packaging colors associated with lobster, I realized that red is a color that is used a lot more than blue. The realization made me go back and choose more appropriate colors for my packaging. I moved a few things around in order to allow for there to be more hierarchy on the packaging. Especially since I wanted to include more information on a 2-sided packaging. The use of speech bubbles also helped me to keep the information neat at the bottom of the packaging. #E46546 #D81016 The added arch was in hopes that it would help with hierarchy. I also added a lobster tail icon to add more emphasis on the 'x3 tails' without having to make the font bigger to stand out.

LOBSTER PACKAGING Draft 2 I also created packaging for meatless sharks fins. The packagings were similar with consistent elements just to show how the designs would work in a series. I chose a deeper brown color for sharks fin becuase the color is commonly associated with expensive and luxurious products.

LOBSTER PACKAGING Draft 3 After the previous rounds of feedback, I decided to consider the idea of having a box for packaging instead of vacuum sealed packaging. I tried a new concept on a box. I used a new font for the 'Lobster Tails' headline. I even tried newer color schemes but it still looked to flat and static. During feedback with the lecturers, it was fleshed out that the reason my packaging looked weird is that it looked too dated. The colors, arches and overall hierarchy is very dated. My friends also said it looks like looked like a vintage- inspired bread box packaging. I told Leslie that I was struggling with choosing colors alongside my issues with layout and design. He gave me a few products that use opposing colors like how the Nintendo switch uses a fresh bright red and blue, which makes it look newer and updated. He also advised me to try and decide on a base color before considering other colors to add on.

LOBSTER PACKAGING Draft 4 This made me go back to the drawing board immediately after the consultation to try a new layout. I decided it would be a good idea to include a clear cutout window to show the product inside. I wanted the base color and the majority of the packaging to be beige-ish white. The inclusion of a neutral tone allows me to use other colors to make the packaging more vibrant and eye-catching. beige/ white > lions mane blue > ocean red > lobster brown > fungi green > meatless/ vegatarian Here are examples of how red and blue has been used on a neutral, beige/white color background.

LOBSTER PACKAGING Draft 5 When trying to improve on the next draft, I tried many different methods to make it look more connected. I decided the wave is a good way to allow for more hierarchy and for a more balanced-looking packaging. I also made sure the colors I used were not dull and outdated. I used a very bright blue and red which stand out well against the beige background. The neutral background also let me include other colors like green and orange and brown. During my consultation, I was advised on the layout, especially with how the clear cut out of the lobster tail looks out of place. The lobster tail looked like it was just floating around and is not incorporated into the design. Leslie suggested that I try and include the a lobster illustration at the top of the packaging to help blend the lobster + cut out window into the overall layout.

LOBSTER PACKAGING Draft 6 For the next draft. I added tried to add a lobster on the top of the cutout window. I also extended the feelers of the lobster o extended across the top of the main headline of the packaging. This also helped the packaging to be more balanced visually. The colors of the lobster also help it to make the lobster stand out. The cut-out of the lobster tail revealing the fungi-based lobster underneath also is intended to reduce skepticism with regards to the meatless lobster tails. On one side of the packaging, I included a QR code that would lead to the website. This ensures there is a call to action that would direct people to know more about MW.

LOBSTER PACKAGING Draft 6 On the back of the packaging I also made sure to include useful information about the product and Mushroom World. 'Much room for mushroom!' encompasses the Mushroom World's belief. It also allows for consumers to be more familiar with the brand and understand more their beliefs and stance. It also helps to make the brand more friendly and approachable. I also included the more information on the side of the packaging. Lions mane is quite a new ingredient to the market in general, much less fungi-based products. It is good for consumers to know what their food is being made up of and the key information is easily accessible to the consumer.

LOBSTER PACKAGING Draft 6 This is how my final packaging looked like as a whole unfolded layout.

LOBSTER PACKAGING Inner tray The inner tray is needed to hold the lobster tails. I went to MAD factory to laser cut a few rectangle wooden planks with rounded corners. Then I used the vacuum machines to mold the wooden planks stacked together. I decided to have one big tray instead of 6 smaller trays, I also made the size of the tray slighter smaller so that when the lobster tails are put inside, it would squished to look a little bigger and fatter.

LOBSTER PACKAGING Photos

GROW KIT Draft 1 The grow kit is introduced as a way to incorporate it traceability to everyone regardless of age. A mushroom kit is easy for everyone to use because it only requires daily misting. The kit is for Oyster Mushrooms because Lions Mane mushrooms are too high maintenance. Despite the kit not being Lions Mane mushrooms, I ensured that there is also links to Lions Mane mushrooms, including adding a link to the website's page on the Lions Mane 'We grow, You harvest' programme. Initially, the design I wanted to go for was using bright colors to make the packaging more attractive. The packaging lacked connectivity across all the sides. front side > cut out to grow mushrooms from 2nd side > about mushroom world + farm to fork practices 3rd side > instructions on how to grow the mushrooms 4th side > more information about Lions Mane mushrooms (including both health and environmental benefits) These are the two characters that I illustrated to represent the farm-to-fork process that Mushroom World honors.

GROW KIT Draft 2 & 3 I tried to make a packaging with a cardboard paper texture but I did not like it so I tried for brighter colors again. This packaging was created after Leslie gave me some advice on colors. I decided the main color I wanted was yellow. I gave it overall more warm-toned colors with a consistent mushroom shape on all sides (in an attempt to mimic a mushroom house). However, my friends were quick to point out that the large mushroom shape looked so phallic which led me back to the drawing board.

GROW KIT Draft 4 During the consultation, I proposed a layout that had grass going across the bottom of the page. The lecturer agreed that it would a better idea to try that. When I was executing this concept, I did realise that the grass at the bottom actually does help with the connectivity across all 4 sides. The clouds help to distribute the weight from the top and the bottom of each of the packaging sides. It also allowed me to use more colors without all the colors clashing. Overall this packaging is more visually attractive, with a more balanced and connected design that has useful information across all 4 sides. #EA999B #E9520E #D81016 #FBFBE5 #B0CB08 #1FB4B2 #642A14

GROW KIT Sticker sheet Using the mascots that I created previously, I made a Fun guy sticker sheet that goes along with the grow kit. The sticker sheet just helps to enhance their experience with Mushroom World and make it even more memorable.

GROW KIT Photos

GROW KIT Photos

EDUCATIONAL VIDEO Script Welcome to Mushroom World. Here we grow a ton of special mushrooms like Ling Zhi and Lions Mane! Lions Mane is our special, premium fussy mushroom. They grow in controlled environments and we monitor the temperature, humidity and air flow! After they are harvested, they’re made into our delicious lobster tails. We believe in a farm-to- table vision, ensuring traceability and transparency. If it’s important to know where your food comes from , then nothing beats growing your own food. Lions Manes are a little too fussy to grow at home but Oyster Mushrooms aren’t, and only require daily watering. Use our photo feature to capture your mushroom’s daily growth and see how rapidly they grow! I hope you’re excited to hop on this mushroom journey! It was quite fun for me to create this educational video because I enjoy doing animation. I also used bright colors and ensured that I covered areas such as traceability and Mushroom World's beliefs.

GROW KIT PHOTOTAKING Phototaking microsite One of the things I enjoyed the most when growing my own mushrooms was comparing and seeing how they grow every day. When one scans a QR code on the box of the grows kit, they will be led to an educational video before being able to participate in this photo-taking activity.

GROW KIT PHOTOTAKING Phototaking microsite Every day, participants will be able to go to the site and upload a photo onto the site. If they are consistent everyday, they will be able to receive a stop motion gif at the end.

GROW KIT PHOTOTAKING Phototaking microsite The album makes it easy for them to access all the photos to be seen at a glance. The gif from the phototaking excercise can also be easily shared online.

WEBSITE Homepage The new website consists of recipes, an online shop, and access to education on these unique Lions Mane mushrooms. The homepage of the website has a hamburger tab that opens up to show more areas of the website that can be explored. An important thing that is included is the 'We grow, You harvest' program. It helps to include traceability and lions mane into the whole campaign.

WEBSITE We grow, You harvest The 'We grow, You harvest' program is one that is new to Mushroom World. It allows subscribers to harvest fresh Lions Mane mushrooms without going through the hassle of caring for them. Unlike oyster mushrooms which can be easily grown at home, Lions Mane mushrooms require a lot of special conditions in order for proper growth. On the website, this program is promoted more. There is more information on Lions Mane mushrooms from environmental and health benefits.

WEBSITE Shop The shop makes the Fungi-based Lobster Tails and Oyster Mushroom Grow Kit easily accessible. There will be more information on each of the products, including health and environmental benefits which come with the products.

WEBSITE Shop More information is made easily accessible on the site with the shop. This helps to make the product less intimidating especially because this is a new product (and new 'unknown' ingredients). All the information is another way to educate people about how this meatless alternative also carries health benefits (and not just bad because it is seemingly artificial),

WEBSITE Recipes Recipes are also crucial in ensuring the product is less intimidating to use. There are a few classic lobster recipes that can be replicated with Fungi-based lobster tails. This helps to encourage people to try out these classic recipes without any fear of trying meatless alternatives.

SOCIAL MEDIA Instagram Social media engagement is very important in reaching youths because of how often it is used in youths' everyday lives. I used bright colors and eye-catching headlines to make my posts stand out, especially if seen on the explore page. The taglines I used all had friendly tones which made the brand more approachable (since it is generally quite new, a brand presence and tone had to be formed. because we wanted it to be home/family brand, a friendly and fun tone was, in my opinion, a good idea)

SOCIAL MEDIA Instagram Carousell The social media posts talked about a few important things such as traceability and promoting the new products. Youths will be able to learn more about the mushrooms and the new product.

CASE FILM Script The current lobster population is unstable. With global warming and overfishing, we don’t know when our lobster supply will dry out. Introducing, Mushroom World’s new fungi- based lobster tails. They are made from Lions Mane mushrooms, are a source of dietary fibre and are low in sodium! But what is a Lions mane mushroom? 81% of people we interviewed didn’t even know this special mushroom existed! ‘There is much room for mushroom’ is a campaign that aims to educate people about this special Lions Mane mushroom while bringing awareness to issues Mushroom World cares about, such as traceability and transparency. Transparency begins with knowing where your food is from, and nothing beats growing your own food. While Lions mane mushrooms are difficult to grow. Oyster Mushrooms arent’ and only require daily misting. The introduction of Mushroom World’s grow kits helps to bring mushrooms and important conversations into every home. A quick scan on the box leads people to a short video about Mushroom World and their beliefs. Afterwards, the new farmer can participate in a daily photo taking exercise as they journey through growing their mushrooms, with a stop motion video to share after! For those who are more interested in Lions mane mushrooms, they will be led to the website where the new lobster tails are promoted alongside the ‘We grow, You harvest’ programme. The mushroom world grows the mushrooms carefully and programme subscribers are able to harvest fresh Lions Mane mushrooms! The website shop allows people to learn more about the new fungi-based lobster tails. Viewers are also prompted to check out Mushroom World’s Instagram page where they can learn more about mushrooms, traceability and the delicious fungi-based lobster tails. Mushrooms are good for the environment, good for our bodies, and good for the world. There is much room for mushrooms, so make way for the fun guys!

REFLECTION The whole FYP journey has been a long one and I've learned many new things along the way. Especially because it was a solo person project, being very careful with my time management as well as keeping my morale high were crucial. At one point, I was struggling with my packaging, and I felt very creatively stuck. It was very difficult for me to get out of my creative slump because I also had no other 'teammates' there to ideate and problem solve. Despite all of that, I tried my best to push through, going back to remembering the basics, and starting from scratch. I had to learn to be patient but still persevere and go through the process of ideating for a good, solid idea. After a lot of trial and error with color combinations and design layouts, I was able to finally come up with a concept and layout that I liked. Afterward, the process of refining and developing my project became more enjoyable. This, of course, can only be thanks to the vigor and need for perseverance in my slump before, to be able to enjoy the process going smoothly after (and being grateful that the slump is over). This FYP process has allowed me to be tested in perseverance and discipline. Time management was another thing that I had to balance. I have many things that I want to do and having a few weeks to do everything needed for my project, means that I had to plan what I wanted to do for each week. I would try my best to follow the schedule as closely as possible (because I submitting things late). This meant I also got quite frustrated when I hit a creative slump because I was behind on the schedule I had set for myself. I do think that I could have done more to advance and perfect my project if I had planned my time even better but I do not regret the rest days that I took to take care of myself or go to church or just sleep in late. During the whole project, I did go out less but I still did take time to have self-care days just to make sure my brain would have the strength to keep going. I do think such self-care was crucial, especially with how isolating and intense a solo project can be. Overall, I think a solo FYP project was a good experience and an impactful way to end my 3 years in SP. I spent time exercising skills that I have learned through the 3 years spent here. It allowed me to utilize my strengths and flesh out certain weaknesses that I did not necessarily want to deal with. I also got to struggle together with friends and spend time with them. The outcome of my project is something that I am quite proud of, despite the areas I know it is lacking. I know I worked hard on my project and would continue to improve on it within the time given before the final presentation for TIP. It was a good experience :)