Design Practice II//YCN Brief//Collaborative concept workshop.

Today, Charlie and I worked collaboratively in a workshop to look further into the Graze/YCN brief as a continuation of what we unpicked from the brief yesterday.
Today we were looking at the finer details in preparation for pitching our ideas to two other groups to generate feedback and opinions which are, of course, always helpful.


These are the notes that Charlie and I took down pre-presentation:


MISSION STATEMENT


"We aim to regenerate the Graze brand for a new, contemporary audience- visually communicating the wholesome, environmental ethos of the company along with the interaction of digital media to reflect their online ordering service."


TARGET AUDIENCE


- Young professionals
- 18-30
- Gender neutral (allowing to open up to a larger market share)


WE AIM TO BE...


- Fun
- Wholesome
- Contemporary
- Modern


COMPETITORS/SIMILAR MARKET


- Innocent
- Feel Good Drinks
- Gu (In terms of the premium product/price)
- Fish in a box
- Fruit in a box (Leeds based- might be worth organising a meeting to discuss their marketing/promotional media?- Target audience is largely office based too)


PROBLEMS (WE NEED TO SOLVE)


- Boring visual communication
- Inconsistent
- Not very well advertised
- Trying to appeal to everyone- a confused target market
- Convincing Graze that a rebrand is necessary if they want to generate a wider target audience and market share


WHY REDESIGN IS APPROPRIATE


- Engage new generation of Grazers
- Advertise and promote the company for greater awareness
- Consistent designs


DESIGN OUTCOMES/VISUAL OUTCOMES/PROCESSES


- Hand rendered type
- Icons and pictograms (infographic? visually communicative information)
- Screenprinting
- Using recyclable materials


SPECIFIC OUTCOMES WE AIM TO PRODUCE


- Logo
- Box packaging
- Serviette
- Additional booklets
- Mailshot deliverables
- Digital promotion
- Print promotion
- Tagline
- Interactive media
- Food cartons


DESIGN OUTCOMES (IN DETAIL)


LOGO


- Modern
- Contemporary
- Strong identity
- Work through both print and digital media
- Needs to work as both 'Graze' and 'Graze.com'
- Needs to communicate the ethos and production of the brand


BOX PACKAGING


- Range of "specialist" boxes
- Set menu- "quick pick"- quick, easy
- Restricted by the structure and die of the box
- Recyclable material
- Lightweight (to keep costs low for the company in terms of postage)
- Durable (through postal delivery)
- Modern, minimal
- Balance of formality and informality
- Hand-rendered, though formal, structured layout


SERVIETTE


- Recyclable
- Consistently branded
- Minimal
- Only 1 per box?
- Not just an after thought


ADDITIONAL BOOKLETS


- Retain the information- but snappier, more visual
- Consistently styled and branded- less messy
- Scale works well- pocket size?


MAILSHOT DELIVERABLES


- Interactive
- Engaging
- Work through consistent branding in both print and digital design
- Hand rendered, illustrative icons and typography


DIGITAL PROMOTION


- Propose a series which works throughout both print and digital media
- Fun, light hearted (think INNOCENT brand)


PRINT PROMOTION


* See digital promotion


TAGLINE


- More snappy, modern, contemporary.


FOOD CARTONS


- Consistently branded, minimal packaging (environmental and cost factors)


INTERACTIVE MEDIA


- QR codes on printed media- leads directly to online ordering
- More interactivity on website- to be fun and engaging