“As a graphic designer I focus on creative concepts within branding & identity and packaging design. I enjoy taking my concepts further to create engaging retail environments and develop promotional activities. I like to physically make things and therefore lean towards experimenting with print and finishing processes.� Jane Hansesgaard
Tesco Re-Brand
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Tesco Re-Brand
- New Identity
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Background
Target Audience
Brief Outline
Concept
The outcome of the practical element of my dissertation investigating ‘Why do we choose certain brands over own brands? Is the rise of supermarket own brands changing our shopping habits?” Research identified loss of market shares for The Big Four, against improving market share being realised from each end of the spectrum by Waitrose and Aldi. Tesco, with the highest market share, showed evidence of rapid loss of confidence amongst it’s audience and case studies were carried out to identify how this could be improved.
Middle-class, female and male who are currently shopping at Tesco and people who have moved away tempted by discounters at one end of the spectrum and Waitrose at the other end.
Propose a new concept that will clearly demonstrate Tesco’s unique point of difference within the fierce competition in the FMCG sector. Apply a facelift to the existing identity of Tesco as a whole. Extend this into a re-brand of their ‘Everyday Value’ range to sit better in the hierarchy of their ‘Good-Better-Best’ Offer.
The concept is designed to take Tesco back to its roots. It demonstrates a more human identity embracing a new era of consumers seeking a point of difference that they can relate to. It invites local farmers and suppliers to come in and run a joint, monthly Farmer’s Markets Day. An intention to move perception away from the umbrella of ‘The Big Four’ and for Tesco to show they care about their customers and suppliers. The new branding of the Everyday Value range reflects respect and pride in Tesco’s full spectrum of audience. Even if you want to save money Tesco still values you as a customer.
Tesco Re-Brand - Farmer’s Market
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Tesco Re-Brand - Farmer’s Market
Tesco’s Farmer’s Market Tying in with the original roots of Tesco which started on a market stall in London, this is designed to demonstrate a unique point of difference from the other supermarkets. Barriers will be broken down between audience and Tesco and a much more family feel will replace the identity that has built up over the years. Paper bags promoting the event will be used the stores in the week up to each market day and during the market. days. The banners shown above are designed to be put up by the entrance to the store car parks in the week running up to the market. In town posters by bus stops will capture any new potential customers.
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Tesco Re-Brand - New Identity for Tesco Everyday
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Tesco Re-Brand
- New Identity for Tesco Everyday
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New Branding
Old branding versus new branding.
The name of the range is changed from ‘Everyday Value’ to ‘Tesco everyday’. This is to lose any negative connotation associated with the word value in relation to giving out a perception of the quality being inferior. The use of ‘everyday’ instead suggests the products are essential products needed everyday. The shape of the logo have been carefully considered to take on a friendly, classic and homely feel to connect with the consumer at an emotional level. The addition of faint stripes works to soften the look and adds an element of heritage to the brand.
A comparison of the old branding versus the new demonstrates an improved perception of the quality whilst still sitting carefully in the hierarchy of Tesco’s current Good-Better-Best offer. It is proposed that the new Tesco logo in the new typeface is applied to all own label brands across their product offer as displayed in the image with the three jam jars.
It’s Christmas
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Brief Outline
Target Audience
Concept
A self initiated brief to design and produce a range of Christmas cards in four different designs. Challenge the designs to lend themselves to two different print methods other than digital printing. Propose packaging suitable for retail environment. Use this brief to build a brand which can grow with several ranges under the same brand identity. The brief has been extended to included wrapping paper with matching gift tags and two sets of gift string.
Non gender specific and non age specific. The range is targeting people who value natural looking merchandise with an individual taste to suit their appreciation for hand crafted products. They rate quality over quantity and choose to perhaps only send out a few select cards that reflect their values surrounding Christmas. They have a high appreciation for their home and home making. They enjoy spending time outside, walking, going on adventures and entertaining family and friends in their home.
This range of Christmas cards and additional items takes inspiration from nature. It celebrates the fact that many natural things can brings us much more joy and warmth than things you can buy. The pleasure gained from making a wreath from greens collected in the garden. A beautiful snowflake bringing joy to child and adult. The smell of pine and fir trees when walking through the woods. Kindness from friends and family translated through the design of the heart. Appreciation for the things that naturally surround us.
It’s Christmas - Designs
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Designs
Semantics
Methodology
The idea of the four designs originates with the basic idea of a simple, stripped back version of a mini snow flake. The use of the mini snowflake to build up the four designs; wreath, snowflake, heart and Christmas tree has helped to create a consistency across the designs and works as the identity of the range. The mini snowflake is easily scalable and transferable to other products.
The designs created for the ‘It’s Christmas’ range all work to create a connection with the audience. It sets out to engage with their memory of a fun childhood playing in the snow, the pleasure gained from creating beautiful homemade decorations for the family home and enjoying the smell of Christmas trees as we walk through the woods with family and friends. These feelings and thoughts evoke happiness and a reconnection with our roots.
Using the methodology of building up designs with a single shape is the signature of the brand, Under the regime of the brand there is scope for creating other shapes which could be adaptable to other occasions such as Easter, Mother’s Day, Father’s Day, Weddings , Birth and many other occasions.
It’s Christmas - Screen Printed Range
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It’s Christmas - Laser Cut Range
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It’s Christmas - Gift Wrap
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It’s Christmas - Retail Display
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Retail Environment It is proposed that this range is sold in independent high street shops like Interior & Gift shops stocking mid to high end products. To bring out the personality of the range and showcase it at its best, it is suggested that the products are arranged as shown in the images in an old leather suitcase or a wicker basket, rather than displayed in the usual manner of rows on shelves. This would help to communicate more of a lifestyle product and the fact that it is hand crafted with care.
Simple Young Skin
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Brief Outline A self initiated brief to design and produce a new revamped identity for the Simple Spotless Skin Range clearly targeted towards its teenage audience. Consider how products that may seem embarrassing to buy first time can be made to look ‘cool and acceptable’ in the shopping basket. Propose a starter pack including a retail box intended for display in retail environment. Extend the brand to bring in products to give it more of a lifestyle feel.
Simple Young Skin - New Identity
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Logo
Identity
The new logo brings a fresh, stripped back, yet bold look to the Teen Skincare Range. It is designed to give the range its own identity within the extensive range of Simple Skincare Products. Emphasis has been given to allow the notion of the Mother brand name ‘Simple’ to shine through in the design and communicate the essence of each product with less copy than the current branding.
The main identity of the range is warm yellow and mid green both relating to freshness and nature, as well as representing the natural ingredients in the products and the cleanliness achieved through using them. The fresh colours on white products are eye catching on the shelves. It is proposed that each product in the range has its own colour represented in the Mother brand name ‘Simple’ in order to easily distinguish between them. Orange, Blue and Purple contrast and stand out against the yellow and green to give an edge and less traditional look to this Teen Skincare Range.
Simple Young Skin - New Identity
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Simple Young Skin - Packaging
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Retail Starter Set A pattern has been created using the logo and adding ‘no harshness’ as a strap line to emphasize the mildness of the products. This pattern has been overlaid on the lid of the box to create a youthful and fresh appearance. The tray for the starter set acts as a contrast to the tubs with its yellow block colour. This works well to grab attention on the shelves. A base with a hole for each tub to sit in has been designed in matching yellow.
Simple Young Skin - Starter Set
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Simple Young Skin - Further Products
Home and Travel
On The Beach
A range of accessories to the skin care products have been proposed in order to extend the use of the brand and the get audience to ‘live’ the brand. Items such as wash bag, eye pad for sleeping and a fabric bag lend themselves to use when travelling or attending sport. Towels, face flannels and scrub ball are everyday items that can be used at home as well as when travelling.
In order to get teenagers to engage more with the brand, a range of leisure items for summer activities and going to the beach have been proposed. Items such as flip flops in the colours of the brand as well as sunglasses with the logo will help to move the brand into the fashion section. Beach balls available in the colours of the brand with logo will aid to transfer an element of fun and play to the brand personality.
It is proposed that these items could be sold in places such as Boots and Superdrug where the skincare products are sold, A promotional area could be set up during spring and summer to draw attention to the range. This will help influence an element of lifestyle attachment to the brand.
Simple Young Skin - Advertising
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Simple Young Skin - Old versus New
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Old Identity Versus New Identity Comparing the new identity with the old reveals a distinct new personality to be seen, yet elements such as the mother brand ‘Simple’ does not appear too far away from the existing. This was a deliberate move to retain an element of heritage of the brand and recognition of the brand value already built up. The new identity clearly demonstrates a more direct approach to its audience and in comparison to the old represents a much younger personality with a straight forward tone of voice coming through via the colourful logo and clean typeface.
British Apple Co.
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Brief Outline
Concept
Target Audience
A self initated brief following on from a research project into The History of British Apples. Design and create a range of food and drink products made from British apples.
The concept of British Apple Co. encompasses a very natural approach to making food and drink with the intention of communicating that further in the identity of the brand. The brand celebrates British and the remaining orchard farmers in this country. The purpose is to encourage an increased consumption of the British Apple and support British orchards.
The brand is aiming its products at an audience of mid to high end disposal who value quality and support local produce and stores. Natural ingredients, flavour and quality are at the forefront of the brand priorities which has been reflected in the choice of stock, colour scheme and the use of screen print on labels and merchandise in order to achieve an organic look.
British Apple Co. - Range Identity
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British Apple Co. - Examples of Individual Products
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Each product has a label attached to it with the ingredients listed on the back apart from the sorbet which carry the information on the lids.
British Apple Co. - Examples of Further Products
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Further Products Promotional items created for use at Tasting Events. It was proposed to launch the brand at three main festivals; Carfest, Glastonbury and The Great Yorkshire Show with free taste of some of the products. Free recipes of food including apples were made to give out in addition.
British Apple Co. - Stationery
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Re-brand of Sparx Sportshoes
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Brief Outline
Target Audience
Concept
A proposed re-brand of an Indian sport shoe brand aiming to position themselves in the same market place as Nike, Adidas and Reebok.
A broad audiences in terms of sectors of the market as this brand aims to engage with sports people as well the intention of reaching out to people from across the globe who share the same open minded and fresh spirit as the identity of this brand. It is about lifestyle and enjoying life.
Young, fresh and global appeal is the thinking behind the identity. The resolution includes a three-way approach in the form of the following resolutions: A refreshed logo which can be applied in a small range of colour schemes according to the product. A packaging proposal consisting of a shoe box & bag solution merging into each other as one piece to synthesize the brand’s close relationship with its audience as well as an intended attempt to reduce the amount of packaging material.
A Youth Campaign in the form of posters and a ‘Look book’ showing the personality of the brand.
Re-brand of Sparx Sportshoes - Identity
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New Identity The old Sparx logo is shown compared to the new logo below, shown in three different colour variations. The new identity celebrates the colours of the Indian flag, the origin of the brand. This is done in a subtle way to pay tribute to the workers of the big Indian manufacturing company. For the audience this is more a reflection of a contemporary, fresh colour scheme appealing to both male and female audience.
Re-brand of Sparx Sportshoes - Youth Campaign - Posters
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Re-brand of Sparx Sportshoes - Youth Campaign - Posters
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spar
ahead of the game
Re-brand of Sparx Sportshoes - Look Book
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Look Book A Look Book was produced A5 format to help communicate the personality of the brand.
Branding - Godfather Restaurant
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Brief Outline
Considerations
Target Audience
Concept
A live brief to design a new identity for a restaurant in Bradford. Create main menu, dessert and cocktails menu, comment card and reward card. The brief was extended further to include branded items for the tables and a series of pictures for the interior walls of the restaurant.
Consider the most effective and visually pleasing way of organising a vast amount of text in a constrained amount of space. How to bring the wide origin of food offered on the menu together to communicate one identity and message covering it all. The restaurant is keen to bring across their passion for food and their welcoming of families with children. Consider how to get these message across in the environment and ambiance. The interior aesthetics include exposed bricks and a big open cooking oven, use this to its advantage.
A high proportion of the current audience is Indian and a mixture of male and female, young people and families. Due to the quality of the food and service the restaurant wants to raise the perception of the restaurant through a more sophisticated identity which might help to build the brand awareness and attract a potential audience from a wider radius. The restaurant’s pricing structure fits in to a low to mid range section of the market.
The new concept is designed to move the identity away from the look of a back street take away restaurant to a quality diner. It introduces a warm personality and a friendly ambiance, embracing families with children as well as young professionals and a more mature audience who will appreciate the high level of service and fresh food. A sense of care for customers comes through in the new tone of voice, which is designed to engage and talk to the audience to help create a sense of family community in the restaurant. The concept introduces a buzz of zingy, tasty experiences.
Branding - Godfather Restaurant - Artwork Layout & Format
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Main Menu Format A3, Double side print Stock 245gsm Card Dessert and Cocktails Menu Format A5, Double side print Stock 245gsm Card Comments Card and Rewards Card Format Comments Card H85 x W130 mm, Double side print Stock 245gsm Card Format Rewards Card H55 x W85 mm, Double side print Stock 245gsm card
Branding - Godfather Restaurant - Main Menu & Tableware
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Branding - Godfather Restaurant - Dessert & Cocktail Menu, Tableware and Colouring Sheet for Children
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Branding - Godfather Restaurant - Examples of pictures created for the walls in the restaurant
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The Elements - Publication
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Brief Outline
Considerations
Target Audience
Concept
Undertake an in depth and sustained research into an area of graphic design appropriate to your design strategy. Apply a range of research methods in the investigation of issues, practices and companies relating to your own particular area of study. Design and produce a publication to demonstrate your findings.
An important consideration was how to make the visual aspect and design of the publication synthesize with the content of it. The flow of information should be considered carefully in order to build up a logical sense of focus surrounding the storyline.
People who are either working in art or design or interested in entering into a degree within this sector. Non gender specific.
A documentary style storyline explaining the five elements making up the methodology of my practice. Rather than being a showcase of work, it goes behind the scene to demonstrate and analyse the process and methods used to design.
The Elements - Examples of Layout
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The Elements - Publication - Examples of Layout
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Thank you for viewing my portfolio. My website is under construction. Please look for more of my work in the next couple of weeks on www.hansesgaarddesignstudio.com