MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Harry Ramsdens
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context On 20th December 1928, Harry Ramsden began serving from a small striped wooden hut beside a tram stop in Guiseley, West Yorkshire. His reputation soared as takeaway customers flocked to taste his delicious fish in light, crispy batter and golden hand cut chips. Within three years, Harry opened a sit-down fish and chip ‘palace’ on the same site. Though the oak panelling and grand chandeliers were modelled on those of London’s Ritz Hotel, Harry cooked each piece of fresh cod and haddock exactly as he had always done, even when the restaurant served a world record 10,000 portions during a single day in 1952 to celebrate its 25th anniversary.
Brief or Tasks Re-brand and make them relevant again... Celebrate their past but define their future. Harry Ramsden’s are world famous for fish and chips with outlets in Hong Kong, Saudi Arabia, Australia and America. In addition they have 30 outlets throughout the UK. They are a classic fish and chip brand - but your task is to refresh that brand. Your design will need to be classy, and consider the target audience carefully. You can use any medium to produce your design but remember that it must be iconic yet affordable.
Preparation/Research suggestions You will need to research into your target market carefully and consider the audience persona: a family, elderly people and tourists. The design should be fresh, modern and not detracting from the prestige of the Harry Ramsden's current brand. You will need to look into similar brands as well as other various inspiration in books and online in order to gain inspiration and guidance for the final design. You will also need to consider that this is an international brand and will need to translate on a global scale for take into account the broader context of the finished designs and their users.
Evidence – for this project students should submit Your project submission should include sufficient appropriate material to show that you have addressed the brief comprehensively and clearly expressed your design and typographic skills. It must include: Strategy, Research and design development, final imagery, and the final packaging design across all products. This could be submitted as images on design boards, however it must have a professional finish. You must complete on going documentation of the design process and development on your OUGD603 extended practice blog. All blog posts must be labelled correctly and clearly formatted.
Mandatory Requirements Please submit printed material that demonstrates a strong understanding of the Harry Ramsden brand and a refreshing and modern appearance that brings energy and youth to the current target audience. The brief will need to take on board the current Harry Ramsden logo, whilst a slight refresh is not completely opposed. However, entirely altering or changing the powerful identity is not advised. You will need to clearly present your concept and visuals on to a series of submission boards that demonstrate a strong outcome and re-defined identity for the Harry Ramsden brand and aesthetic.