Jane Hansesgaard | OUGD603 | It’s Christmas | Board 1/14
Brief Outline
Considerations
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.
Consider a story line running through the designs which will remind people that the best Christmas presents are free and not based on materialistic values. It is a challenge in itself to create designs which can symbolise this, how can this be communicated through methods of production, choice of stock and channels through which the range can be distributed. How can a passion for nature and the love of crafting something come across as a form of lifestyle which the audience can engage with and value?
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.
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 2/14
Research Cards The research undertaken involved looking at the trend during this Christmas 2014 for designs on cards from high end retailer John Lewis and Marks & Spencer as well as more bespoke designs not sold in the mainstream high street outlets. From this it was noted that repeat patterns, textured stock as well as delicate cut out designs were offered in many variations. Inspiration to my designs was also taken from Danish designer Georg Jensen. A high end, world known brand of jewellery, silverware, tableware and decorative
Research Envelopes and Box Sets items with designs dating back to 1866. Designs from Georg Jensen are heavily influenced by nature. Specifically for this brief, inspiration was taken from his Christmas decorations where the main attraction lies in the simplicity of the designs as motifs in their own right as a symbol.
Looking at lined envelopes also revealed variations of repeat patterns being used and gave some motivation as to how the design of the envelopes could be constructed. For box sets the main drive was to look for solutions which were functional, simple in construction and displaying the hand crafted feel of the cards. In addition ideas as how to make the box add to the value of the cards and become an element that the audience view as part of the design.
It was found that simple additions such as a string tied in a knot could really help to bring out a personality and a sense og bringing the product together as a whole. The use of natural coloured stock seemed to work well to compliment the cards and allow them to speak for themselves.
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 3/14
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.
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 4/14
A TOUCH OF NOSTALGIA Berthold Akzidenz Grotesk, Condensed
ABCDEFGHIJKLMNOPQRS TUVWXYZ!@£$%&?:;* 0123456789
Logo
Typeface
Colour Scheme
Stock
The logo reflects the simplistic identity of the range in order to seamlessly merge in with the designs rather than stand out to be noticeable on its own. It is created purely by using the Berthold Akzidenz Grotesk Condensed typeface to display the name of the range under the brand of Jane Hansesgaard. The addition of the mini snowflake works to create a symbol for this range. The logo is proposed to be printed in the four colours; red, green, silver, gold as used for the design with a further addition of black.
An old typeface dating back to 1898 first published by Berthold. Over the years of the 1950’s and 1960’s and as late as 2001 it has been enlarged under the direction of Günter Gerhard Lange to include more weights and variations. The long heritage of the typeface married with the clean, unassuming aesthetic of its design works well to bring out the feel of craft and nature. It leaves no overpowering effect on the designs in the range, instead it compliments and allows the audience to engage in their own way with the cards.
Due to the print method of traditional screen print the use of formula colour mixing has been applied to achieve a warm red, a mid green and a subtle tone of silver and gold. These are typical colours associated with Christmas and when applied to the stock chosen for this range, a natural, yet sophisticated Christmas feel is achieved. Much consideration has gone into marrying choice of stock and colour scheme to create a perfect harmony that brings out the texture in the stock and the intensity of the colours.
Screen printed cards: Water colour paper Laser cut cards: Cartridge paper, Corduroy card Envelopes: Kraft paper 90gm and Bulky Newsprint for lining. Gift tags and other product tags: Manilla Kraft Card and Kraft paper 90gm. Packaging - Sets: Manilla Kraft Card and Acetate Packaging - Single Cards and Wrapping Paper: Clear Cellophane.
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 5/14
Development of Designs
Laser Cutting
Screen Printing
Through the process of experimenting with designs initially in the form of hand drawn sketches through to developing those to the final designs in Illustrator, files were prepared for laser cutting.
Priority was given to the laser cut range in order that any issues with the designs through this process would be corrected prior to preparing files for screen printing. This would ensure that the designs for both ranges would be one hundred percent the same.
This process began with exposing screens with each design involving four screens for designs and another screen for text. A very important task was to mix the colours and test them on the stock to ensure the intended hue would appear once it dried. A lot of testing of prints went on prior to creating the final prints. Due to the slight texture on the paper, it was important to apply the correct, even balance of pressure when pulling to ensure intense, sharp design without smudging.
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 6/14
Production and finishing - cards
Production and finishing - envelopes and boxes
Packaging
A great deal of planning and coordination has gone into the finishing and production stage. This has been the most time consuming stage, however, at the same time also a very rewarding experience. Folding and cutting the cards by hand to precise measurements ensuring consistent sizing. Trials with various options of decorative parts in the form of ready made bows, strings and home made bows took place in order to assess which one suited each design best whilst making sure the laser cut card worked as a range.
Screen printing the lining for the envelopes meant that each net was drawn up by hand on the finished prints and cut by hand. Equally were the four boxes, both the tray and lid. Working with acetate and folding it proved challenging due to the rather stiff nature of the material. Once cut and folded it worked as expected and allows for the consumer to view the full front of the cards and part of the envelope so that the lining can been seen. This was a criteria set in order that it would help promote the quality of the products.
A decision was taken to promote the screen printed range as sets of four identical designs in a box, this way with the same amount of work, the range would automatically appear more extensive. The laser cut cards would be sold as individual cards wrapped in cellophane. A judgment was made that economically this would be the most beneficial way of selling the cards to cover overheads, whilst remaining conscious for the retail price not to exceed what would be expected in the market.
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 7/14
Screen Printed Cards and Envelopes
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 8/14
Screen Printed Cards and Envelopes
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 9/14
Laser Cut Cards and Envelopes
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 10/11
Laser Cut Cards and Envelopes
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 11/14
Labels and Tags
The tags on the lasercut cards show the lining on one side and the descrition on the other.
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 12/14
Wrapping Paper and Gift Tags
Packed as a set and wrapped in clear cellophane for retail purposes.
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 13/11
Gift Strings
To be individually priced with no further packaging in a shop.
Jane Hansesgaard | OUGD603 | It’s Christmas | Board 14/14
Retail Environment
Evaluation
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.
Overall I am extremely happy with the outcome of this brief. I have managed to get the feel and aesthetics across that I was hoping for. At the beginning of this year I set out to improve my illustrations skills and to perfect my crafting and print techniques. This I believe I have achieved during the process of this brief. It feels like a very personal brief to me that describes me very much as a designer and a creative individual. It has given me motivation and confidence to endeavour to sell and expand this range after graduation.