MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Sweet Like ‌
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Sweet like is a luxury chocolate brand that provides a high quality product for consumption. 'Sweet Like...' is available throughout most supermarkets and is in direct competition with brands such as 'Choc-a-blok' and 'Green and Blacks'. Chocolate is typically sweet, usually brown, food preparation of Theobroma cacao seeds, roasted and ground, often flavoured, as with vanilla. It is made in the form of a liquid, paste or in a block or used as a flavouring ingredient in other sweet foods. Cacao has been cultivated by many cultures for at least three millennia in Mexico and Central America. The chocolate economy is huge and it's estimated that $2billion worth of chocolate is consumed annually meaning that 'Sweet Like..' needs to stand out from other competitors within the market.
Brief or Tasks This brief requires you to create the branding and packaging for the new 'Sweet Like...' range of chocolates that will be appearing on supermarket shelves in September 2014. The brand is luxury and so this needs to be reflected throughout the packaging design itself. The product must stand out against other direct competitors on the shelves of the supermarket, it must be eye-catch and colourful, yet still remaining classy and appealing to an middle class target market. 'Sweet Like...' is not a value product and so the choice of colour, and typeface must reflect this. The product will be stocked in high end supermarkets such as Marks & Spencers, Booths, and Waitrose etc.
Preparation/Research suggestions You will need to research into your target market carefully and consider the audience persona: a working woman with a disposable income, looking for a luxury product to enjoy whilst watching TV at home with a glass of wine. You will also need to consider appropriate ingredients for luxury chocolate brands and research into what is already available within the market. The brand identity and packaging design needs to be eye-catching and unique and so being aware of what is already available is important to making sure this product is number 1 on the shelves, and to increased company profit.
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 physical packaging design that is carefully crafted to a high standard. Your designs must work as a series across various different products within the range whilst still clearly identifying between the individual products themselves. 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 and packaging design for the 'Sweet Like...' brand. All design decisions must be clearly documented on your Extended Practice blog and backed up through extensive research