Design Practice II//YCN Brief//Idea generation workshop.

In this morning's session, working individually (conveniently my partner, Charlie, was in a presentation, so no risks of working together!), we went to work on pulling apart our YCN brief to evaluate specific factors and details within the document such as content, media, audience and product deliverables in order to research enough information to re-write the brief and concept statement with Charlie later this evening and to generate enough research material to be able to come in tomorrow to work on putting a presentation together about our intentions for design outcomes and contextual research).


Writing down on several A2 sheets, these are the collective notes that I took:


//PAGE 1


GRAZE BRIEF 
Charlie Crosby & Sophie Wilson


WHAT WE ARE BEING ASKED TO/HAVE TO DO: 


Regenerate Graze packaging and company- make them more appealing and interesting to a wider audience and consumer market.


PROBLEMS


- Confused target audience in terms of visuals.
- Reluctant to change (box, structure, logo, etc).
- Limited target audience appeal.
- Confused visual outcomes- not formal or informal.


WE NEED TO DO


PERSUADE
EDUCATE people about Graze and their ethos through engaging, visual design.


FRIENDLY & FUN


Engage with our target audience and the consumers that would regularly buy natural, "wholesome" products.


//PAGE 2


OUR AVERAGE AUDIENCE


AUDIENCE


- Female
- Office worker
- Mid 20's
- Health conscious
- Time conscious
- Buying into the "healthy lifestyle"


WHAT THEY MAKE LIKE/INTERESTS


- Environment and social change
- Health and exercise
- Cafe culture
- Socialising
- Friends and family
- Shopping and leisure
- Cooking and nutrition


//PAGE 3


CONTENT AND SUBJECT


- Define what is given
- Define what we need to provide


- Re branding and re design to re generate the Graze brand for contemporary audiences. As a premium cost product, the visual outcome has to denote quality and to be able to visually communicate the character and ethos of the company to consumers.


- Look at existing visual designs (that Graze are reluctant to change) and how we can utilise existing styles as a vasis of research and design progression.


- Work with hand-rendered type in a bold, structured layout- able to denote the natural ethos of a company with the formality of the online, interactive aspect of the company.


//PAGE 4


MEDIA AND DISTRIBUTION


- What is specified, and how we can take it further, eg...


* Photoshop logo and design rebrand onto an image of their webpage to show the design in an online context.
* Redesign the information guides that are sent within the box, 'hello' booklet.
* Redesign other printed media and methods of distribution (that are more exciting than just a mailshot...)
* Design an online/print campaign to help promote the company to a wider audience and target market- not just for the premium "Trustafarian" client(s).


//PAGE 5


AUDIENCE AND CONTEXT


Consider their personality, product, brand consumption and what they look for in a product themselves.


PERSONALITY


- Sophisticated
- Fun
- Playful
- Strong willed
- Independent
- Hard-working
- Driven (office workers)
- Ethically/environmentally driven
- Sense of humour
- Friendly
- Passionate (about environment and health)


PRODUCTS/BRANDS
That they purchase/consume


- Similar health promotion/loyalties
- Similar ethics and ethos, environmental/natural
- Sourcing of products, manufacturing and distribution
- Premium products
- Food and drinks industry


BRANDS/COMPANIES


- Innocent (drinks)
- Feel good drinks company
- GU
- This...water
- Co-op
- Jordan's (cereal)
- Holland & Barrett


RESEARCH BRAND DESIGN, MARKET SHARE AND TARGET AUDIENCE


//PAGE 6


PRODUCTS AND DELIVERABLES


Are we being asked to produce or to propose?


LOOK at what products and methods of production are most effective for the brief outcome, and not just our interests.


WHAT IS BEING ASKED FROM THE BRIEF


- Re design logo.
- Re design box.
- Create mailshot design (print) to promote the Graze company.


WHAT WE AIM TO PRODUCE/GENERATING IDEAS AND PRODUCT OUTCOMES


- Re design logo/look at ways in which it can be improved upon.
- Branding and identity developments-visually communicate the ethics and ethos of the brand.
- Packaging redesign- effective methods of print and production, environment, low cost (veg inks, recyclable paper/card, etc).
- Promotional campaign- both online and print to promote Graze to a contemporary audience.
- Create proposed web design with new interactivity and branding considerations.
- Pin point the target market and distinguish a visual outcome which is most appropriate to the personality and interests of the product consumers.


DESIGN IDEAS


- Hand rendered type (fun, informal and illustrative- showcases the character and personality of the brand as wel las that of the consumer).
- Structured layout (fitting to a formality of office/working place environment [distribution] whilst still looking engaging and exciting- not too dry or too bland).
- Play on words- Work with the product/company aims to promote with hand-rendered, typographic work. Eg, serviette- 'wipe, clean, smear, dry...Graze'. Combined typefaces/illustrative details- not too flamboyant- one/two colours plus stock, otherwise would look too informal/not visually representative of their online services.


ALSO RESEARCH


Freshbox (fruit and veg)
Fishbox


- Food deliverable services
- The practically of this- company/market


ONLINE SALES


- Way of life
- Office environment


SAINSBURYS
TESCO
ASDA
WAITROSE


Look at delivery process and how effective this is for the companies- costs, delivery times, etc.


TO DO TONIGHT


- Re write brief and concept statement with Charlie and blog.
- Gather all company research, market analysis.
- Research existing design.
- Generate some of our own simple designs.
- Generate all images and visual contextual references to support the presentation that Charlie and I will start putting together tomorrow.