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PACKAGING PROCESS
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RESEARCH
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS RESEARCH
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On the morning of April 15, 1926, a young
aviator named Charles A. Lindbergh stowed a
bag of mail in his little DH-4 biplane and took
off from Chicago for St. Louis. Later that day,
he and two other pilots flew three plane loads
of mail from St. Louis to Chicago.
At the time, Lindbergh was chief pilot of Robertson
Aircraft Corporation of Missouri, which was the
second aviation company to hold a U.S. airmail con-
tract. It was one of scores of companies that
eventually consolidated to form the modern-day
American Airlines.
The consolidation began in 1929, when The
Aviation Corporation was formed to acquire
young aviation companies, including Robertson.
In 1930, The Aviation Corporation’s airline
subsidiaries were incorporated into American
Airways, Inc. In 1934, American Airways became
HISTORY
American Airlines, Inc. American Airlines is owned
by AMR Corporation.
AMR has ordered 460 new planes 260 A320neo from
Airbus and 200 737s from Boeing over the next 5
years and take options and purchase rights for up to
465 additional planes through to 2025.
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSRESEARCH
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30-60 YEARS OLD30-60 YEARS OLD
SUBJECT
AMERICAN AIRLINESNEEDS
DESTINATION EDUCATIONTARGET AUDIENCE
BUSINESS TRAVELERAGE DEMOGRAPHIC
MATURE ADULT
FINANCIAL DEMOGRAPHIC
UPPER-MIDDLE CLASSPRODUCT LOCATION
AIRPLANE5 KEY WORDS
BRANDING FOUNDATIONSCONSTRAINTS
LIGHT & COMPACT
125k+EFFICIENCEINTELLIGENCE
SIMPLICITY
SUBTLEUT I L I T Y
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The American Airlines International Destination Set.
This product educates and engages the client en
route to their destination using items specific drawn
from said destination. The item is presented as a
“flight gift” from American Airlines
With the rebranding of American Airlines comes a
higher price tag, and thus higher standard of client
expectation. When the client is flying 8+ hours non-
stop, a certain level of preoccupation is required. This
object of preoccupation should seem worth the initial
seat price, to the standard of the American Airlines
client, and be educational.
SOLUTION
PROBLEM
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ICON
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS ICON
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LOGO 1“preferred mark”
LOGO 2“monogram”
LOGO 3“small size”
PR
EF
ER
RE
DR
EV
ER
SE
DB
LA
CK
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSICON
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FOR USE ON MEDIA WHERE THE LOGO, INCLUDING THE CLEAR SPACE, IS OVER 2” IN WIDTH.
1ST MARK GUIDELINES FOR USE
1X
0.3X
1.5X
1X
FOR USE ON MEDIA SPECIFICALLY FOR FIRST CLASS CUSTOMERS AND AMERICAN AIRLINES EXECUTIVES.
2ND MARK GUIDELINES FOR USE
1X
1.5X
FOR USE ON MEDIA WHERE THE LOGO, INCLUDING THE CLEAR SPACE, IS LESS THAN 2” IN WIDTH.
3RD MARK GUIDELINES FOR USE
1X
0.75X
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BRAND STYLING
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS BRAND STYLING
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Aa AaGotham Bembo
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do ei-usmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehen-derit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789.,!@#$%^&*()-_=+?/
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789.,!@#$%^&*()-_=+?/
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nos-trud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui o�cia deserunt mollit anim id est laborum.
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSBRAND STYLING
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AM ERI CAN
AM ERI CAN
AM ERI CAN
AM ERI CAN
Bordeaux Red
Deep Sapphire Blue
Quill Ink Black
Steel Silver
C 26M 100Y 90K 36
C 100M 85Y 57K 56
C 100M 100Y 100K 80
C 5M 0Y 0K 40
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PROCESS STAGE 1: SIZE
1
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 1: SIZE
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The initial studies done for this first stage were based
on impact through size. The high expense of the
ticket merits many items in a large box.
GOALS
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 1: SIZE
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 1: SIZE
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 1: SIZE
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The size of the box is too large for the client to
interact with throughout the flight. The cost to cre-
ate each box is too high for the client to take, but
to awkward to request that it be left after the flight.
The box is too heavy to be used on an airplane. The
amount of items would prove clumsy once the client
begins interacting with them throughout the flight.
OBSERVATIONS
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PROCESS STAGE 2: MATERIALS
2
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 2: MATERIALS
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The initial studies done for this second stage were
based on impact through materials. The size of
the box should be decreased. An expensive material
will compensate for the smaller form. Fewer items
should be included. Item and size interaction should
be simplified to be more convenient to the
space-limited client.
GOALS
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 2: MATERIALS
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 2: MATERIALS
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2 inches in depth still proves clumsy for the client to
manage, especially with 1 hand. A lid that is not per-
manently attached is clumsy after opening. 3 items is
a good number providing enough interaction without
being overwhelming or excessive. Items seemed
overpackaged and there is much empty, unutilized
space. Wood is still heavy and storage for the product
still requires a lot of space.
OBSERVATIONS
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PROCESS STAGE 3: FORM
3
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 3: FORM
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The initial studies done for this third stage were
based on impact through form. Attributes of “Intelli-
gence, Efficience, and Technology” should be applied.
All unnecessary space should be removed. Form
should be decreased to minimum possible depth. Ini-
tial “box” structure should be created by 1 sheet of
material. Should be light enough for client to use 1
hand for carrying. Should not use glue or adhesives.
GOALS
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 3: FORM
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS PROCESS STAGE 3: FORM
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSPROCESS STAGE 3: FORM
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The material appeared too cheap, and although the
thinness was an improvement, it was too thin and
needed a little more weight.
OBSERVATIONS
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS FINAL STAGE
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FINAL STAGE
F
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS FINAL STAGE
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This final process stage should have more substantial,
but not excessive, use of materials. The American
Airlines blue should be utilized. Key artwork should
be utilized. Icons will define each of the categories
of objects.
GOALS
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSFINAL STAGE
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS FINAL STAGE
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSS SECTION
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AMERICAN AIRLINES - PACKAGING 1 - BRYCE SHAWCROSSSECTION
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