VEGAN CHEESECAKE
Desserts by T
09 Brief and Design Concept ............ 10 Competitor ............ 12 Target Market ............ 13 Brand Development ............ 15 Design Process ............ 19 About Desserts by T ...........
Desserts by T
22 ........... Point of Sale 23 ............ Design Outcome 28 ............ Customers’ Journey 30 ............ Packaging Description 34 ............ Dimensions
Desserts by T is
New cheesecake brand that is healthy, unprocessed, natural vegan desserts which are easily accessible and available to the mainstream market. Desserts by T provides a convenient and delicious products for those people with health concious, gluten and dairy intolerance or allergies, and those who lives in a vegan or paleo lifestyle.
Assessment 2 Manifesto | Desserts by T | Felicia Widjaja
9
Brief • Develop packaging design for 3 different cheesecake flavours • Develop a brand mark for Desserts by T • Develop appealing names for each flavour • Minimise the cost of the packaging • Design the packaging that can attract customers
Concept • The main idea for this concept is to create an easy access to Desserts by T’s cheesecake • Creating an element of surprise and engagement for the customers • The design of the concept created is aiming toward luxurious, fun as well as eye catching and memorable • Customers can easily identified different flavours throughout the colour of the packaging
Competitor
Target Market Primary
Upper middle class Female From the city Eastern suburbs or north shore $70k + annual income Heatlh concious
Secondary
Those with dietary allergies paleo, vegan lifestyle Transitions to vegan Families Co-workers Friends
Inspiration
Brand Development
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Logo Development
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Desserts by T
Vegan Cheesecake
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Final Logo The 3 circles were created in reminder of the only first 3 flavours that are launched by Desserts by T and represents the shape of the cheesecake. The idea behind the typeface that the logo use is to create the essence of nature, to make it look very natural and also crafted as delicate as possible. This create a brand mark for Desserts by T that the cheesecakes are made with love and delicacy. The last secondary language of the logo is the leaf which to show the users on the brand mark of Desserts by T that is close to nature and suitable for people who are living in vegan and paleo lifestyle.
Colour Palette White Chocolate and Raspberry
Coffee Chocolate
Salted Caramel
R: 191 G: 56 B: 57
174 73 75
169 90 95
253 250 221
C: 18% M: 92% Y: 83% K: 7%
25% 82% 68% 11%
26% 72% 52% 13%
1% 0% 16% 0%
R: G: B:
56 36 17
69 42 32
184 148 119
253 250 221
C: M: Y: K:
53% 84% 69% 71%
50% 71% 75% 64%
28% 41% 55% 2%
1% 0% 16% 0%
R: 186 G: 121 B: 58
176 133 96
233 187 120
253 250 221
C: 24% M: 55% Y: 89% K: 7%
29% 47% 67% 6%
8% 27% 60% 0%
1% 0% 16% 0%
Assessment 2 Manifesto | Desserts by T | Felicia Widjaja
17
Typeface Mightype Script/ Regular abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890
Din/ Light Alternate abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890
Din/ Medium Alternate abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM
NOPQRSTUVWXYZ 1234567890
Design Process
Initial Approach Facts
Facts
Facts
Facts
Facts
D es s
e r ts by T
Desserts by T
The concepts behind these initial approach are to create unique and memorable packaging design, as well as to give the customers easy access in accessing the product that offered by Desserts by T. The intention of these initial concept is to engage the customers, not only just to eat the cake, but engage them in doing fun activities, such as reading facts about vegan, or having a cut out of the serving size at the cake compartment. As for the last concept, the intention of the design is to create an element of surprise and memorable experience in accessing the cake.
Facts Facts
Facts
Design BY
T
D E S S E R T S
white chocolate raspberry cheesecake
BERRY SWIRLS
1590 kJ 5.3 g 28.3 g 15.5 g 25.0 g 20.9 g 12 mg 29.4 g
14mg
1870 kJ 6.2 g 33.3 g
Average Average Quantity per Quantity per Servings 100 g
Nutrition Information
BY
Servings per package: 12.00 Serving size: 85.00 g
Energy Protein Fat, total − saturated 13.2 g
Carbohydrate 17.8 g − sugars Sodium
D E S S E R T S
LET THEM EAT CAKE
D E S S E R T S BY
T BEST BEFORE : dd / mm / yyy
Desserts by T is a natural vegan cheesecake that provides delicious desserts that can be consume for vegans or following a paleo lifestyle. Desserts by T is glucose and dairy free.
T
VEGAN GLUTEN FREE DAIRY FREE
BY
DESSERTSBYT
BERRY SWIRLS
D E S S E R T S
white chocolate raspberry cheesecake
DESSERTSBYT
T
BERRY SWIRLS
white chocolate raspberry cheesecake D E S S E R T S BY
T
BY
T
D E S S E R T S
salted caramel cheesecake
CARAMEL TWIRLS 1590 kJ 5.3 g 28.3 g 15.5 g 25.0 g 20.9 g 12 mg 29.4 g
14mg
1870 kJ 6.2 g 33.3 g
Average Average Quantity per Quantity per Servings 100 g
Nutrition Information
Servings per package: 12.00 Serving size: 85.00 g
Energy Protein Fat, total − saturated 13.2 g
Carbohydrate 17.8 g − sugars Sodium
D E S S E R T S BY
BEST BEFORE : dd / mm / yyy
LET THEM EAT CAKE Desserts by T is a natural vegan cheesecake that provides delicious desserts that can be consume for vegans or following a paleo lifestyle. Desserts by T is glucose and dairy free.
T
VEGAN
Fun Fact #8 Did you know that......
Fun Fact #7 Did you know that......
GLUTEN FREE DAIRY FREE
Fun Fact #6 Did you know that......
Fun Fact #5 Did you know that......
BY
Fun Fact #2 Did you know that......
100 g Fun Fact #3 Did you know that......
Fun Fact #4 Did you know that......
DESSERTSBYT
CARAMEL TWIRLS
D E S S E R T S
Fun Fact #1 Did you know that......
salted caramel cheesecake
DESSERTSBYT
T
CARAMEL TWIRLS salted caramel cheesecake
D E S S E R T S BY
T
BY
T
D E S S E R T S
coffee chocolate cheesecake
CHOC BOMB
1590 kJ 5.3 g 28.3 g 15.5 g 25.0 g 20.9 g 12 mg 29.4 g
14mg
1870 kJ 6.2 g 33.3 g
Average Average Quantity per Quantity per Servings 100 g
Nutrition Information
Servings per package: 12.00 Serving size: 85.00 g
Energy Protein Fat, total − saturated 13.2 g
Carbohydrate 17.8 g − sugars Sodium
D E S S E R T S BY
BEST BEFORE : dd / mm / yyy
LET THEM EAT CAKE Desserts by T is a natural vegan cheesecake that provides delicious desserts that can be consume for vegans or following a paleo lifestyle. Desserts by T is glucose and dairy free.
T
VEGAN GLUTEN FREE
Fun Fact #8 Did you know that......
Fun Fact #7 Did you know that......
Fun Fact #1 Did you know that......
Fun Fact #2 Did you know that......
100 g
DAIRY FREE Fun Fact #6 Did you know that......
Fun Fact #5 Did you know that......
D E S S E R T S BY
CARAMEL TWIRLS
salted caramel cheesecake
Fun Fact #3 Did you know that......
Fun Fact #4 Did you know that......
DESSERTSBYT DESSERTSBYT
T
CHOC BOMB
coffee chocolate cheesecake D E S S E R T S BY
T
Assessment 2 Manifesto | Desserts by T | Felicia Widjaja
21
Point of Sale Desserts by T will be a new product in some of the market. It can be seen that even though Desserts by T products are not placed on an eye-level fridge, the bright colours of the packaging still attracts the eyes of the consumers. They will become curious and they will be able to learn the brand mark of Desserts by T. It also can be seen that different flavours can be identified through different colour offered by the packaging of Desserts by T.
Final Design
Packaging Outcome
Assessment 2 Manifesto | Desserts by T | Felicia Widjaja
25
Packaging Outcome
The packaging is going to be made out of cardboard, and will be using small amount of glue for the assembly of the outer pakcaging. These are the examples of the prototypes that have been tried with several designs and shaped that suits the target market. Several different component placements, shapes of the packaging have been done in order to achieve the final design.
Customers' Journey
Overall look and feel of the
The inside look of the
Thank you card that will be
packaging.
packaging.
received by the customers, and leading them to find out more about the brand through the website link.
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Assessment 2 Manifesto | Desserts by T | Felicia Widjaja
All of the components of
Back side of the packaging
the packaging that will be
having more information
received by the customers
regarding the brand story,
(cover, thank you card, and
barcode, and nutritional facts.
the compartment/ interior).
Packaging Description Front Side pattern that imitates the swirl design on top of the cake
product indicator, with different colour according to the flavour that Desserts by T sells
logo design with coloured background, to create a strong essence of branding
product photography to show the product that the customers will get
product weight
Back Side pattern and logo placed in the bright background colour to attract customers
nutrition information
story and about Desserts by T ingredients that are contained inside the flavour address information and contact number
barcode
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Assessment 2 Manifesto | Desserts by T | Felicia Widjaja
product photography to show the product that the customers will get
best before date
Interior
Call to action to buy more Desserts by T product also it has other products that are offered by Desserts by T
second language of the brand mark
Thank You Card
Side
Desserts by T’s social media pages, so that the customers can find out more about the brand product photography to show the product that the customers will get
directing the customers to visit to Desserts by T’s website to find out more about the brand
product indicator - flavour, photography, social media.
Template
Dimensions
75
75 20
230
75
230
75
145
160
85
75
220
75
85
85
75
220
75
85 Assessment 2 Manifesto | Desserts by T | Felicia Widjaja
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VEGAN CHEESECAKE
Desserts by T
FELICIA WIDJAJA