Brief: Delectable
Context
Kendal’s fruit & veg stall has been around since 1886 and offers fresh, local produce to local customers. The company is in need of a fresh re-brand as it is feeling outdated.
Tone of Voice/ Target Audience
The stall is aimed at people of all ages, adopting a fresh, organic style to reflect the local produce.
Brief
Re-brand Kendal’s local fruit and veg stall towards a more modern audience. This should include a whole new identity including the name.
Deliverables
Business Card, Rewards Card, Van, Order form
Dan Everitt
Extended Practice 22/ 05/ 2015
delectable
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Design Research/ Reference Imagery
Rustic Design
I looked at a lot of rustic style design as I felt that the aesthetic best reflected quite an earthy feel. I found a lot of the design to be quite simple and organic which was exactly the theme I was aiming towards.
Food vans
The food van has become quite a popular vehicle of choice in recent years so I looked into the business and decided that having the veg stall mobile would increase sales as the ability to deliver would be made possible.
Brief: Delectable
Farmers Markets
Dan Everitt
Extended Practice 22/ 05/ 2015
I looked at farmers markets, and visited Leeds outdoor market to create an understanding of the atmosphere surrounding these environments.
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Design Development
Brief: Delectable
Development
I started quite illustrative and developed the idea into something more appropriate and organic.
Colours
I chose very beige colours as this created a much more rustic feel. I wanted the colours to be really natural and earthy, which I think I was able to enhance by using grainy stock.
Dan Everitt
Extended Practice 22/ 05/ 2015
3
Design Development
The Van
Brief: Delectable
Dan Everitt
Extended Practice 22/ 05/ 2015
The van offers a new twist on the standard fruit and veg stall concept. Allowing for the company to be static at the market in the day, and mobile in the evening delivering to local customers. The van follows the same stripped back beige colour. The delectable logo was made orange as I believe it adds boldness to the identity, and adds character that can be familiarised with. and remembered.
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Order Form
Brief: Delectable
Order form
The order form follows a very typographically led structure to make the process quick and simple to use, which stays within the clean and simple aesthetic.
Stock
The stock was all recycled and added to the grainy natural feel.
Dan Everitt
Extended Practice 22/ 05/ 2015
5
Business and Rewards Card
Business Card
The business card is long and elegant, clear and concise.
Reward card
A rewards card is given to customers, collecting more stamps allows the customer to collect more rewards.
Brief: Delectable
Dan Everitt
Extended Practice 22/ 05/ 2015
6
Heritage Stamp
The stamp
Brief: Delectable
Dan Everitt
Extended Practice 22/ 05/ 2015
The stamp was created to try and show the heritage of the fruit and veg stall, and is an element of the design that works brilliantly across a range of mediums.
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