Conc
eptu
al K
it Pa
ckag
ing
Res
earc
hJe
rod
Riv
era
1 1
Using camping products asmain resources
“How to survive a catastrophe” by being able to cook for yourself or your family
Jero
d R
iver
a
2 3
Can a Stove save lives?
In sub-Saharan Africa, preparing a meal is too often a slow, dirty process that fills the home with smoke equiv-alent to puffing two packs of cigarettes a day. Danish biotechnology firm Novozymes is trying to combat these threats by building stoves that burn ethanol, rather than wood, in Mozambique. The company announced an ambi-tious goal at the Clinton Global Initiative this week: to provide alternative cooking fuel to 20 percent ofMaputo, Mozambique’s capital, by 2014. The company, known for making enzymes for biofuels, is partnering with the “food, energy and forest prevention company” CleanStar Ventures to offer an alternative ethanol-fueled stove and a locally-based system for producing the fuel. In sub-Saharan Africa, 80 percent of homes burn charcoal or other biomass for cooking fuel, closer to cooking over a campfire than a kitchen range. To provide the charcoal for all those smokey ad hoc stoves, farm-ers have to chop down astonishing numbers of trees, which makes eating a danger to the planet, too. Already almost a third of Africa’s forests have been lost, mostly to charcoal harvesters. Numerous companies are design-ing and producing cleaner stoves—the Global Alliance for Clean Cookstoves lists several. Many tackle the pollution problem by burning biomass more efficiently than open flame, thus consuming less wood and spewing
less smoke. A few, like the BioLite stove, offer extras like electric power, enough to charge a cell phone anda fan that further helps reduce the poisonous plumes. But moving people away from wood-burning stoves alto-gether could solve several issues at once. The biggest challenge to the Novozymes project is that it requires production of mass quantities of ethanol. “The development of a robust ethanol production, supply and distribution chain would be a necessary precursor to the widespread adoption of ethanol as a cooking fuel in Sub-Saharan Africa,” says Radha Muthiah, executive director of the Alliance. So Novozymes is working to develop a fuel production system and train people to harvest sug-ary plants that produce ethanol. “Instead of therural families slashing trees and making charcoal, they are going to become farmers,” says Thomas Nagy, No-vozymes’ executive vice president. This project is notable because it applies systems thinking to make asustainable, profitable cycle from local inputs and local ownership. “We expect the farmers to increase their daily
income by a factor of four, five, six times,” Nagy says. Many families make $1 a day or less harvesting charcoal, and grow just enough food to eat themselves because there isn’t an adequate market system for selling excess.“There’s no incentive for them to grow more, because there is no market,” Nagy says. “We are going to estab-lish a sustainable agriculture community.” Rural farming families will get access to an agri-forest system where they can grow cassava, beans, peas and other crops without cutting down trees. The beans and peas capture
alex goldmark at good magazine
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
2 3
nitrogen from the soil, so they are used as rotation crops with the cassava, and can also be sold. CleanStar will buy any excess beans, peas and various fruits from thefarming families. “We will then dry the fruits and package it ... and trans-port it to Maputo where it is sold,” Nagy says. The cassa-va will be combined with Novozymes’ specialty, enzymes, to become a clean burning ethanol for the stoves. Five hundred families who own small plots of land are already trading with CleanStar as part of the project. To make large-scale cassava farming profitable, enough Maputo residents have to ditch their smoky culinary habits and switch to the company’s ethanol stove. Cooking over an ethanol stove is a different experience, and many families resist the switch. Plus, the stove costs $30, a pretty steep price for families earning a few dollars a day. To make large-scale cassava farming profitable, enough Maputoresidents have to ditch their smoky culinary habits and switch to the company’s ethanol stove. Cooking over an ethanol stove is a different experience, and many families resist the switch. Plus, the stove costs $30, a pretty steep price for families earning a few dollars a day. “In a country with a per capita GDP of around $1,000, users cannot be expected to pay $30 upfront for a stove,” says Muthiah of the Cookstove Alliance. “At the same time, substantially cheaper stoves are not likely toprovide substantial health or environmental benefits.” That’s why she says public education must be included in plans like this one, so users are aware of better options.
Innovative financing for customers is also crucialconsidering the high price, she says. That could mean discounts earned from carbon offsets, micro-loans, or other access to credit for businesses along the supply chain, especially women-run enterprises. Novozymes and CleanStar are working with one such company, Zoe Enterprises, a female-founded local firm charged with distributing, marketing, and generally per-suading the mothers of Maputo that cooking with ethanol is worth the extra cost. The pitch? It’s cleaner, faster and, in the long run, might even be cheaper. Charcoal is getting more expensive as the forests near Maputo dwindle. As transport costs for charcoal increase, so does the price. That’s part of why Nagy is optimistic Novozymes can scale up. By 2014, the partnership hopes to have 3,000 farmers, providing fuel for 80,000 households. The total market for alternative cooking fuel in sub-Saharan African, he says, is around $10 billion. That’s big change, and big business. “Our hope is that we can show to the world that this is a very very sustainable business model,” Nagy says. “Not only sustainable for [the] environment, deforestation, and health issues, but also that the joint venture is actually able to make money.”
recap* In Sub-Sahara Africa, 80% of residents burn charcoal in their kitchen or home. Which is equivalent of smoking two packs of cigarettes a day.
* In order to provide for this large number of charcoal, farmers have to cut down massive amounts of trees. Almost a third of Africa’s forest has depleted. * In Sub-Sahara Africa, some residents have adopted ethanol for cooking. If more people would harvest ethanol instead of charcoal, not only would they not be cutting down trees, making more money as workers, but they would also invest in their local community. * Two conflicts arise as the residents do not want to make the switch and ethanol stoves are roughly $30.00, which is very expensive for most families. * As more and more charcoal is produced, it gets more expensive because the less trees available. * The Novozymes organization hopes to have a partner-ship of 3,000 famers by 2014, which would account for 80,000 households using ethanol products , and also bringing in $10 billion to the community.
Jero
d R
iver
a
4 5
Idea Mapping
consumer buys
emergency kit
partial
proceeds
go to organization
artisan insub-sahara
africa receives
$ to make ethanol
stove and keeps some profit.
artisan then
gives a family inneed the stove
free of charge.
consumer also receives a pamphlet on charcoal issue
and is also informed
that part of their purchase
will go to this cause
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
4 5
Idea: A “How to Survive a Catastrophe”. An Emergency cooking kit for a family to use anywhere. Inspired by camping cooking kits.
Photo Research
Jero
d R
iver
a
6 7
Packaging Opportunities
hexagon stovehexagon stove
hexagon stove folded up (lays flat)
thunderstorm
proof matches
plates
can openers
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
6 7
+ Pamphlet (promoting cause) Brand Identity
cups
spork
biomass wood bricks
(burning agent)
→ bag can bea differentmaterial
Jero
d R
iver
a
8 9
Target Market
Where it be sold?
What will the organization be called?
all families
patagonia, rei, whole foods,
moxie
moxie = energy, courage determination
Logo Development
MOXIE MOXIEmoxiem o x i e
MOXIE MOXIEMOXIE MOXIEmoxie moxieMOXIE moxiemoxie moxiemoxie M OX IEMOXIE moxie
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
8 9
MOXIE
moxie
moxieMOXIE
MOXIEmoxiemoxie
MOXIEMOXIE
MOXIEmoxie
moxie
Favoritesgotham rouned
bodoni poster italic
verlag xtra light
type1451
planer
Jero
d R
iver
a
10 11
Potential Packaging Sketches
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
10 11
Jero
d R
iver
a
12 13
Inspiration
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
12 13
Jero
d R
iver
a
14 15
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
14 15
Jero
d R
iver
a
16 17
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
16 17
Jero
d R
iver
a
18 19
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
18 19
Jero
d R
iver
a
20 21
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
20 21
Stove Options
alcohol burning stove
pros:-self sufficient
-only matches required
-safe
cons:medium burning temperature
esbit (used a lot in wwii)
pros:-small, lightweight
-can burn a good flame
cons:-agent required
-easy to lose
-can be dangerous to children
hexagon stove
pros:-foldable, could fit in a bag
-can burn anything you put in to it(wood, bark, tinder, paper, etc.)
cons:-steel could burn someone severely
-clean up would be messy
-clunky look by design
Jero
d R
iver
a
22 23
JUST IN CASE72 HOUR EMERGENCY COOKING KIT
JUST IN CASE72 HOUR EMERGENCY COOKING KIT
JUST IN CASE
J U S T I N C A S E
J U S T I N C A S E
J U S T I N C A S E
J U S T I N C A S E
J U S T I N C A S E
J U S T I N C A S E
J U S T I N C A S E
J U S T I N C S E
J U S T I N C S E
We all don’t like to think about the unthinkable, but, taking precaution for our families is important. This kit has all you need to cook food should something happen.
We all don’t like to think about the unthinkable, but, taking precaution for our families is important. This kit has all you need to cook food should something happen.
We all don’t like to think about the unthinkable, but, taking precaution for our families is important. A Just in case kit has all you need to cook food should something happen.
A Just in Case kit includes:
TWO COOKING POTS
STOVE
DENATURED ALCOHOL
FOUR SERVING PLATES
FOUR EATING UTENSILS
STORM PROOF MATCHES
COOKING MIT
We all don’t like to think about the unthinkable, but, taking precaution for our families is important. This kit has all you need to cook food should some-thing happen.
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
22 23
Logo Exploration
(CANT FIGURE OUT WHERE TO PUT TYPE YET)
A BOX OR “CASE”WITH A BAND AROUND IT
KEEPING IT TOGETHER
µ
Jero
d R
iver
a
24 25
JUST IN CASEJ U S T I N C A S E
j u s t i n c a s ej u s t i n c a s ej u s t i n c a s ej u s t i n c a s eJ U S T I N C A S E
J U S T I N C A S E
J U S T I N C A S EJ U S T I N • C A S EJ U S T I N C A S E
J U S T I N C A S EJ U S T I N C A S EJ U S T
I N C A S E
j u s t i n c a s e
J U S T I N C A S E
J U S T I N C A S E
J U S T I N C A S E
j u s t i n c a s ej u s t
i n c a s e
J U S T I N C A S E
J U S T I N C A S E
J U S T I N C A S EJ U S T I N C A S E
J U S T I N C A S E
j u s t i n c a s e
just incase
Logotype Exploration
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
24 25
SAFE LIFESAFE LIFE
safe life
safe sparksafe spark
safe spark
safe life
safe life
SAFE LIFE
safe lifesafe life
safe life safe lifesafe lifesafe life
safe life
SAFELIFE
SAFELIFE
SAFELIFE
SAFELIFE
safespark
safe life
SAFELIFE
7 2 H O U R E M E R G E N C Y K I T
safe sparksafe spark
Jero
d R
iver
a
26 27
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
26 27
Package Sketches
Jero
d R
iver
a
28 29
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
28 29
Jero
d R
iver
a
30 31
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
30 31
Jero
d R
iver
a
32 33
Sketch Experiments
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
32 33
Jero
d R
iver
a
34 35
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
34 35
Packages create a shelter
Jero
d R
iver
a
36 37
Roll-out and ready to go
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
36 37
Package Sketches
Jero
d R
iver
a
38 39
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
38 39
Jero
d R
iver
a
40 41
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
40 41
Testing out the kit
Bigger pot without lid
Bigger pot without lidDaylight Cooking Flame is invisible
Smaller pot without lid water boiling
Jero
d R
iver
a
42 43
Key Discoveries & Insight
* Stove must use Denatured Alco-hol, no exceptions, stove is meant to be fueled by denatured alcohol, other liquids such as gasoline can cause an explosion. * A burning a flame from dena-tured alcohol can typically only be seen at night or in shade. The user should be informed to try and use this equipment with not a lot of sun if possible, and preferably at night (dinner). Being able to see the flame is not necessarily es-sential, but it is a bit safer, should a teenager or young adult have to use it.
* 4oz. of denatured alcohol in the stove burns for about 12-15min-utes, enough time to boil water, cook beans, or purify water. *The flame will burn closer to 15 minutes if it is not coming in con-tact with a stove of any kind. An open flame would come in handy to keep people warm in a disaster situation. *The bigger pot never really got hot enough to boil water unless it had the lid on to keep heat in. *The equipment takes about 5-7 minutes to cool down.
*Using the stove has yielded some thoughts one what could be in-cluded with the kit. * LONGER TONGS * A RAISED PLATFORM TO COOK ON * POSSIBLY PROTECTION FOR YOUR HANDS, (OVEN MIT)
Open Flame
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
42 43
Physical Processes
Jero
d R
iver
a
44 45
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
44 45
J U S T I N C S E
Jero
d R
iver
a
46 47
JUST IN CASE
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
46 47
7 2 H O U R E M E R G E N C Y K I T
JUST IN CASE
Jero
d R
iver
a
48 49
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
48 49
Graphic Studies
Jero
d R
iver
a
50 51
J U ST I N C S E7 2 H O U R E M E R G E N C Y C O O K I N G K I T
CO
NT
AIN
S
AL
CO
HO
L ST
OV
E
DE
NA
TU
RE
D A
LC
OH
OL
ST
OR
MP
RO
OF
MA
TC
HE
S
4 S
ER
VIN
G P
LA
TE
S
4 P
LA
ST
IC SP
OR
KS
1 CO
OK
ING
PO
T
1 HA
ND
LIN
G T
ON
G JU
ST
IN
CA
SE
IS
CO
MM
ITT
ED
TO
P
RO
VID
ING
TH
E
RIG
HT
EQ
UIP
ME
NT
FO
R Y
OU
AN
D
YO
UR
FA
MIL
Y
IN A
TIM
E
OF
NE
ED
.
Conc
eptu
al K
it Pa
ckag
ing
Res
earc
h
Jero
d R
iver
a
50 51
JUST IN CASE IS COMMITTED TO BRINGING YOU QUALITY FOOD IN A TIME OF NEED. ALL OF OUR FOOD IS CERTIFIED ORGANIC AND WHOLESOME.
SPAGHETTI WITH MEAT SAUCE
freeze dried
JUST INCSEOPEN PACKAGE
WITH TAB
POUR CONTENTS
IN TO BOILING WATER
LET COOL
AND SERVE
NET WT. 4.51 OZ (128G)
INGREDIENTS:ENRICHED SPAGHETTI (DURUM SEMOLINA ENRICHED WITH NIACIN AND IRON), ORGANIC TOMATO PASTE, ORGANIC COOKED BEEF, 2% OR LESS OF SOY FLOUR, ORGANIC MILK & CHEESE, CREAM, SALT, SODIUM PHOSPHATE, SUGAR, SEA SALT, VEGETABLE PROTEIN, BREWERS YEAST, WHEAT GLUTEN, SPICES, ONION POWDER, GARLIC POWDER, AND SOYBEAN COLOR.
JUST IN CASE INC. P.O. BOX 1048,LOS ANGELES, CA
Jero
d R
iver
a
52 53
Main Package Template