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FLEXO Magazine : June 2009
FTA TODAY Phoenix Challenge Foundation Chairman Bettylyn Krafft (left) with the winning team from Cal Poly: Nisse Noble, Brenae Costa, Amy Laun, Andrea Ho and Deirdre Miller; Instructor Malcolm Keif, FTA Education Director Joe Tuccitto and FTA President Mark Cisternino. The New Black Cal Poly Wins Second Phoenix Challenge College Competition By Christian R. Bonawandt B lack is chic. Black is elegant. Black is always in fashion. According to judges of the second annual Phoenix Challenge College competition, Black is also the overall winning solution, proposed by the team from California Polytechnic State University (Cal Poly), San Luis Obispo, CA. Teammates Andrea Ho, Nisse Noble, Brenae Costa, Amy Laun, and Deirdre Miller were presented the award at FFTA Forum 2009 in Lake Buena Vista, FL on Sunday, May 4 during the Awards Banquet. The ladies of Cal Poly scored the highest in all four categories: research, concepts, graphics and execution to win the top prize. Also walking away with honors was: Excellence in Research: Central Piedmont Community College, Charlotte, NC Excellence in Concept: Ryerson University, Toronto, ON, Canada Excellence in Graphics: Dunwoody College of Technology, Minneapolis, MN Excellence in Execution: Dunwoody College of Technology, Minneapolis, MN Cal Poly’s concept for a 2mil polypropylene wrap on a polyester bottle along with a hot cup on 18pt. board stock earned the team the trophy for Overall Excellence in the second annual Phoenix Challenge College competition. 60 FLEXO JUNE 2009 The students were recognized for their solution to a common problem. They were asked to propose a redesign and/ or re-packaging of one or two different fl exographic, narrow web printed and converted products typically found in a campus coffee shop. Solutions had to deliver enhanced sustainability, increased functionality, and improved marketing appeal. All solutions had to be non-pressure sensitive. BLACK GOLD One word can say a lot. In this case: Black. It’s a versatile word that speaks to style. According to a survey done by the Cal Poly girls, it’s also the No. 1 word associated with coffee. To showcase their brand concept, the team produced an iced mocha beverage bottle and a branded coffee cup. “Until this year, Julian’s was the only coffee house available on campus,” said Miller. “Now Starbucks and Peet’s have moved in. So, Julian’s needs a competitive edge to compete against these major brands.” Costa told judges that they surveyed 131 people, mostly between the ages of 18 and 25. The team designed eight logos. The top choice was selected, having received 42 percent of the votes. The ladies also inquired about the use of metallic inks in the brand representation. “We used purple and gold metallic effects as accents to our logo, and of course the primary color, which is black. We also incorporated the leaf into the design to communicate our sustainable mission as a company,” said Costa. Additional studies were conducted to determine the ideal bottle shape and material. “As a team we conducted two focus groups from students in the fl exography course to get information on bottle shapes, materials and the fi nal design of the package,” explained Ho. “One thing that we found www. f le xography. org
Sustainable Spring 2009