Freak Food Co Sketchbook by Jack Peter Knight

FREAK FOOD CO. DEVELOPMENT BOOK JACK PETER KNIGHT

INITIAL CONCEPTS Initially I came up with various concepts that could be fitting with my final campaign, these were based on my personal preferences in brands and current trends in the fashion and lifestyle area.

Brands I like:

Trending Products:

- Moschino - Adidas - Rockstar Energy - Hood By Air - Off White Co/ - Boy London - Noose & Monkey - Apple - Guiseppi Zanotti - Starbucks - Jimmyâ&#x20AC;&#x2122;s Iced Coffee

- Freakshakes - Vegan products - Natural Products - Health Goth Clothing - Indoor plants - Time saving products

Initial Concepts

MOSCHINO DOLL HOUSE Moschino

DHouse oll

Moschino

This concept involves taking the irreverent aesthetic of Jeremy Scott (The Creative director of Moschino) and translating it into homeware. Mostly inspired by the Moschino fragrance “Toy” which is a fragrance housed in a teddy bear (One of Franco Moschino’s iconic symbols), this concept of having something be something that it isn't could translate into a very fresh, innovative and fun homeware collection. Thoughts: I am extremely familiar with the brand, their creative director and the aesthetic of the company, this could work in my favour but I may become bored of being trapped in a Jeremy Scoot bubble. I could quite easily create products that fit with the brand and I feel like it would be a very visually strong outcome. Though I don’t feel like I should use this concept as my final campaign because, as much as I adore Jeremy Scott, I don’t want my final impression at university to be that I am a clone of his as that is not what my work is.

Initial Concepts

STARBUCKS BENTO

Inspired by the Japanese tradition of Bento Boxes this concept is to take this idea of customisation which is a very prominent consumer trend and provide the consumer an opportunity to sort their food out for the day when they get their morning coffee. Starbucks will provide lunch, a side, a snack and a treat for a set price which makes it easier for the consumer to have everything they need for the day without the effort of making a lunch or finding somewhere to eat whilst on their lunch break. Thoughts: I feel like this product would be received well commercially and I could create a very strong outcome in terms of packaging and promotion. The usage of Japanese culture could be seen as offensive or cultural appropriation if handled in the wrong way. This concept may not be viable for Starbucks as it would require a fair amount of space in store. Though the idea is strong and would be extremely convenient for working people I don't feel like I should use this concept as In my previous project I created a Japanese inspired outcome and would probably gone down a similar aesthetic route which could look too similar in my portfolio.

Initial Concepts

FREAK FOOD CO.

This concept is very personal to me as it is a company i am currently working on, the company is of my own creation and will consist of taking the latest crazy food trend and translating them into products that are vegan, healthy and taste as good if not better than the original. I am currently working on a recipe book of FreakShakes which will provide information of how to make them with vegan, vegetarian and normal milk products. A physical storefront would be the focus of the campaign with a launch of Seasonal shakes. Thoughts: With this concept I would have full creative freedom and this is a concept I am very familiar with as it is my own. Working on the project and the actual company at the same time could become tiresome or could push me further. I have chosen to further develop this concept in my final campaign as it will allow me to leave a final impression that is truly me.

Initial Concepts

PROPOSAL - A new Omnichannel “Shipping Container” mobile retail space. - Provide a product for people with various intolerances and allergies. - Customisation and convenience through a companion app. - The creation of an open source community & collaborations with other brands & the consumer. - Support and use local and ethically sourced Cast off or “waste” produce. - Compete with other fast food & coffee shops by offering an eye catching & healthier product. In the current health conscious climate more and more consumers are searching for the next health food trend whilst others are rebelling against the trend altogether, the latter culminated in the Australian food trend of the “FreakShake”. Current food trends suggest that this over indulgent item will spread throughout the UK in 2016 but with the recent backlash against the sugar content of our everyday food this trend could be stopped in it’s tracks (The Food People, 2016). Freak Food Co. aims to provide the fusion of health and indulgence, starting with FreakShakes made from dairy alternatives (With less saturated fat) and lower glycemic index sugar sources such as Agave nectar then expanding into other food products, this provides an innovative fast food product that appeals to the appetites of young health conscious people (Mintel, 2015). The retail environment proposed would be comprised of a repurposed shipping container specifically designed as an ultra-convenient Omnichannel experience that no other fast food company provides. The idea of a shipping container retail space is not a new concept but is set to become a big trend in summer 2016 (creativeguerrillamarketing.com, 2016). A simple companion app will be launched alongside the retail experience allowing the consumer to order on the go, pay and pick up a fully customisable FreakShake.

Proposal

his life on demand implementation allows collaboration with the consumer as trends in consumers tastes can be deducted from the customised orders (WGSN, 2016). All produce used will be from local or ethical sources with a focus on using cast off or “Waste” produce that would not be sold for aesthetic reasons, this is a subject that the future consumer is passionate about and that the campaign will educate about (WGSN, 2016). The Project - Convenience is key, through the use of omnichannel techniques in the space & through the app the consumer will be given an innovative & convenient “On Demand” fast food experience. - The space itself will be mobile, this allows the store to move to areas where there is demand for the product. - The mobile aspect of the space allows a lower expenditure for the company, the price of renting street space is much lower than physical retail space in London. - There is room for expansion through other portable spaces & Boxpark Croydon (Boxpark’s second “Pop-Up” mall that will focus on food, drink & entertainment). - All aspects of the product will be a collaborative effort between the consumer & the brand, trends can be deducted through the product customisation on the app to provide the consumer with what they desire. - The consumer will be able to see where the ingredients come from through the app and learn the importance of local, waste and ethical produce. - As budget is an issue with any startup the campaign itself will, due to these restraints, have to contain much more inventive and innovative Guerrilla promotional techniques targeted to the consumer.

Proposal

Campaign Objectives: - Establish brand loyalty. - Establish brand credibility. - Increase the profile of the brand. - Generate and increase sales throughout the duration of the campaign. Key performance indicators: - Tracking the sales before, during and after the marketing campaign launch. - Tracking the usage and interaction of/with the companion app. - Analysing the social media interaction. Consumer action: Do it: The consumer will interact with the companion app, POS staff and product. See it: The brand identity and aesthetic of the products will be instantly recognisable & memorable. Get it: The consumer will be educated on the usage of â&#x20AC;&#x153;Wasteâ&#x20AC;? products, the health benefits of alternative ingredients and the brand will be completely transparent with the consumer. Feel it: The consumer will feel the benefit of supporting local businesses, not wasting food and choosing a healthier product. Share it: Word of mouth and social media will spread the brand message through the consumer.

Proposal

THE BRAND Freak Food Co. is a brand created to provide healthier vegan and dairy free alternatives to extreme food trends such as “Freakshakes”. Recently many people have made the decision to become dairy free, yet most dairy free products are filled with chemicals and sugar which makes them much more unhealthy than people expect. The brand aims to provide a fun product with all the taste of an unhealthy product but with less calories and no processed sugar. Freak Food Co.’s mission is to create a high quality product catering for vegan and dairy free diets whilst changing public perceptions of vegan food. Up to 15% of the UK population are lactose intolerant, which constitutes around 9.6 million people based on the UK population in 2016. This may be seen as a niche market but thought the right promotional techniques and education of the consumer this could become a mass market product. The future consumer is moving towards healthier products that are made from fresh produce rather than processed ones and more people than ever before are drinking nut or oat milks as a healthier alternative to cows milk. The brand itself if built upon sustainability, educating the consumer and environmental friendliness. Ethics is not an add on for Freak Food Co. it is part of the brands values at its core, these brand values align with the future consumer detailed in WGSN’s 2016 future consumer report.

Proposal

Brand Ethics: - Ethically and sustainably sourced produce. - The usage of â&#x20AC;&#x153;wasteâ&#x20AC;? produce. E.g. mis-shaped fruit and vegetables. - No waste produce, all produce will be frozen as soon as it is delivered to prevent it degrading. - The storefront will be created from a recycled shipping container. - Solar panels on the storefront. - Recycled PET and card will be used to create all packaging. - Transparency with the consumer on costs, where the produce came from and the health benefits. - 10% of the profits will go towards the building of low rent housing for young creatives. A secondary part of the business includes 10% of the profits going towards the building of low rent shipping container housing (Created from recycled shipping containers), with communal meeting areas for young creative people who would not necessarily be able to live in the areaâ&#x20AC;&#x2122;s they could find the most work. This part of the company will not be promoted as much as everything else but will be featured in a small part on the website until the company is fully in profit as it could cause PR problems if the company is not in profit so cannot put this money away for the cause.

Proposal

ICONOGRAPHY

The decision to leave the logo relatively plain was inspired by the recent success of Moschino after Jeremy Scott took over as creative director. Moschinoâ&#x20AC;&#x2122;s sales have increased exponentially since the change of creative director which could be due to the constant evolution of the logo on the clothing depending on the inspiration of the collection. Keeping the logo plain in a sans serif font allows Freak Food Co. to become much more creative with the packaging and imagery for each season.

The Brand

The secondary logo (The Eye & Teddy bear) is based on a piece of work i conducted in a previous project which was set as the background of my Macbook when i conducted the focus group for this project. The focus group thought that the character encapsulated everything about the brand, it was freaky, cute and attractive. With a bit of re-working this character has become the main iconography of the company and has made it become much more recognisable.

The Brand

S/S16 TREND ANALYSIS The best way to determine the aesthetic of a product and how to promote it is to analyse the current fashion and consumer trends. This gives us a good idea of what consumers want in a product, how this product will fit into the consumers lifestyle and how to adapt the product to cater for the future consumer. As the product itself is launching in SS16 this seems to be the best starting point, these trends will most likely influence the aesthetic of the seasonal products and overall brand in this timeframe.

Trend Analysis - WGSN

SOFT POP

Playful and emotional themes carry intellectual weight in a new cultural climate: frilly decoration can be subversive, and intuition influences design that embraces ‘Soft Pop’ and a creative mix of the senses. This is driven by a more comprehensive approach to identity and the modern rebranding of feminism, making for an all-inclusive world view no longer constrained by gender, sexuality or ethnicity. Key takeaways - Keep everything playful and fun. - Don’t make things too serious. - Don’t target a specific gender, sexuality or ethnicity. - Use multiple patterns and graphics to make the aesthetic more interesting and eye catching. - Soft yet bright colours.

Trend Analysis - WGSN

Implementation Soft pop is all about keeping everything light hearted and fun. The implementation of this trend would come into the influences & aesthetic behind the Products/Promotion. Using bright colours and multiple patterns or graphics to create an eye catching aesthetic could work quite well for a new healthy brand as most healthy brands implement the usage of natural aesthetics to push the fact that they are healthy, although this could be to a detriment to their mass market appeal. This trend could also affect the target consumer as in this day and age gender and demographics are becoming irrelevant with psychographics taking over. The idea of a product not being gender specific will definitely be implemented in this campaign to provide longevity. The playful and fun ideals behind this trend could also be implemented into the tone of voice of the company, if the tone of voice is fun yet relatable it could cause the consumer to have a good experience with the brand and/or share the content with others if it is funny.

Trend Analysis - WGSN

DEEP SUMMER

The strange beauty of the deep sea reminds us of the wonders of the universe and the fantastical possibilities of going beyond its limits. Science takes on a cinematic quality in this preserved world where an unscripted drama is played out by weird creatures, bio-mimicry and morphing substances. Rare and contrasting materials take on an otherworldly importance, often in suspended and floating states. The atmosphere is ephemeral, refined and darkly compelling. Key takeaways - Dark & natural tones. - Highlights of bio-luminescent inspired blues. - Strange shapes. - Mostly suited to clothing - Usage of new & innovative materials.

Trend Analysis - WGSN

Implementation Deep summer is all about taking inspiration from the strange and weird things from the deep sea. This could include glow in the dark materials, usage of rock like materials and the innovation of new materials that react and change. This could be used to create really interestingly shaped packaging or cups for the shakes that would really make the brand feel different and fresh, though at a large expense. Personally I feel as though this trend is much better suited to a clothing brand with a larger budget than a start-up food/lifestyle brand.

Trend Analysis - WGSN

ECO ACTIVE

The story of our world is both natural and manmade â&#x20AC;&#x201C; and as we come to terms with the effect weâ&#x20AC;&#x2122;re having on our planet, we are taking a more active role in finding solutions. The global community is gathering to help avoid the loss of ancient cultures and the Earth as we know it. As our survival instincts kick in, sport becomes more extreme, we explore alternative design solutions to basic needs, and new city concepts focus on shifts in geography and populations. Key takeaways - Use natural materials (Wood, metals, stone etc.). - Be ethical, make an effort to not cause environmental problems. - Create a product that takes the consumer to a primal, back to basics way of thinking. - Use all natural produce in food products. - Use recycled or reclaimed materials.

Trend Analysis - WGSN

Implementation As Freak Food Co. has ethics at its core the majority of this trend already applies to the company. The usage of natural and reclaimed materials can be implemented into the physical storefront to prevent increasing the carbon footprint more than is necessary. The plastic used in the cups /bottles can be made of environmentally friendly recycled plastic and the product itself is going to be made with locally sourced, sustainable and all natural produce. In terms of Aesthetic this trend could be translated well into the look of the product, making the product look more natural and healthy with the use of earthy tones and the colours of the produce.

Trend Analysis - WGSN

PAST MODERN

Trend Analysis - WGSN

Implementation The main thing that could be implemented from this trend would be the subtle and minimal aesthetic which could fit with a health food brand. This implementation could make the aesthetic of the product almost clinical in a very modern way if used with pops of colours.

Trend Analysis - WGSN

BEYOND BORDERS

Drivers - Global, Nomadic, chameleon consumers. - Want to have an experience not just own a product. - Demographics don’t work on these consumers, Psychographics are the way to target them. - Neutral marketing - No Gender, Age or Ethnicity. - The Flat Age Society - Don't market based on age, the older consumer is not as easily persuaded as in the past. - Optimised Self - This consumer wants to improve themselves through the products and experiences they interact with. - The Death of the Hipster - Ban overused Buzzwords, Replace the idea of authenticity with being appropriate for the consumers needs and wants. - Be flexible as a brand - Change with the consumer - The consumer knows they don't need a products so give them an experience to make them want it. - “Yuccies” are the new focus (Young Urban Creatives) which are more cynical towards standard marketing techniques. - Heritage has been appropriated - Don't mention the past, move forwards. - Evolution - Don’t stick to one aesthetic, collaborate and evolve temporarily. - Give people experiences, something they can’t get online. - Involve the public in decision making.

Trend Analysis - LSN:Global

Trend consequences - Off tilt branding - Be tongue in cheek and irreverent. Be unpredictable & constantly evolve. - Heritage Hijacking - Work and collaborate with other brands. - Rough Luxe - Luxury brands and products should be fun and show their rough sides. Trend Futures - Consumers will become more aware of marketing techniques. - Brands must become real and honest rather than portraying themselves as otherwise. - Never re-use campaigns. - Base marketing on science (Show the consumer what has gone into creating the product) Implementation There are many elements of this consumer trend that could benefit the company and the campaign. Firstly this idea of a tongue in cheek, irreverent tone of voice seems to fit quite well with the name and values of the company at its core, this irreverent tone could make the company stand out much more than other healthy food companies as they usually have a much more serious tone. Secondly the new consumer that is replacing the hipster, The Yuccie, is a perfect fit for the type of brand i am trying to create. This consumer is an early adopter and understand the creative process, therefore will more appreciative of and attracted to the aesthetic than than the average person. Speaking of aesthetics this concept of an ever evolving aesthetic could also work, the company could re-invent itself every season based on what is popular and the consumers tastes. This idea of collaborating with other brands also appeals to the company as the concept is all about collaborating and catering for the consumer so there is no reason that the brand cannot collaborate with other brands to give the consumer a product that combines two things they enjoy.

Trend Analysis - LSN:Global

REVELATION BRANDS Drivers - Monolith VS maze - Embrace the human tendency to wander and explore - The Filter Bubble - People live in a bubble of what companies such as Facebook filter for us to see, allow them to explore the brand in a different uncontrolled way - Distraction Rising - Attention has become monetised, give a reason for the consumer to give you their attention - Flaneurism 2.0 - Disconnect from digital with omnichannel approaches, don't allow the digital to take over - The Serendipity Principle - People are more collaborative and innovative when they're together, create community and see how ideas evolve - Revelation Strategies - Find ways to take attention away from phones - Random Creativity - Find a way to create randomness and creativity - Flaneurism Rising - Experiment with the idea of the consumer losing themselves in the brand, make them search for information

Trend Analysis - LSN:Global

Trend Consequences - No info Brands - Surprise the consumer, don't give too much information about the product and allow them to discover it themselves - Explorium retail - Embrace the retail experience, create something new that consumers can explore - Personal Appsistants - Give consumers a personalised experience, don't rely on algorithms and automation - Geo Quests - Give consumers locations to go to to gain rewards from the brand, encourage exploration Trend Futures - Story of the Eye - Create interactive experiences, don't limit through linear marketing - Spaces of Revelation - allow interaction with the space, don't limit through tradition - Mindlessness - encourage the act of mind wandering, allow the consumers brain to rest and explore itself Implementation The main concept from this consumer trend that could apply to Freak Food co is this idea of exploration to gain a reward, as the product is a healthy product it could be a good idea to encourage exploration and exercise to gain a healthy rewards. This could attract the right kind of consumer. This idea of allowing customers to have a personalised experience through an app could also be transferrable to the company, the consumer could customise their product through the app.

Trend Analysis - LSN:Global

FUTURE CONSUMER PRIORITIES Eco- efficiency The future consumer is much more concerned with their products being environmentally friendly, sustainable and no waste. Companies should aim to maximise efficiency and minimise the effect they're having on the environment, though this may be hard it will attract new consumers and future-proof the brand. Accountability The future consumer has instant access to information through the internet, no secrets can be kept from them so it is best to be completely transparent with the consumer. Show the consumer how and where the products is made whilst also admitting to any problems and showing the consumer you can fix it. Life on Demand The future consumer is so used to having instant access to information that the best way to create a product for them is for it to be able to have it whenever they want and however they want it. Easy ordering and customisation are key to future proofing products for this consumer. Flexible identities Consumers no longer fit into one identity, they can freely move between identities on a daily basis through their clothing, the products they use and social media usage. Give the consumer something that is not tied to one identity or gender.

Trend Analysis - WGSN Future consumer

FUTURE CONSUMER PROFILES The Moment Makers These consumers want an experience. They desire adventure and like to find out information for themselves, they live in the moment and travel a lot to make themselves much more well cultured. The new expressionists This consumer is part of a new generation of crafter, they take todays culture and translate them into â&#x20AC;&#x153;Hipsterâ&#x20AC;? crafts such as drake lyrics in cross stitching. This consumer desires a customisable products that is highly creative. The conscious Creatives This consumer is much more focused on the timeless aspects of a product, they invest in timeless pieces that are made to last. They also care about the sustainability of a product and its ethical practises. The Tacticians This consumer craves the sensation of texture in a world where everything is so sleek and smooth. They desire textured and hand crafted goods that give them the sensation they need.

Trend Analysis - WGSN Future consumer

THE CONSUMER The target customer problem Applying a target consumer to this product has many problems as it is a mass market product that is created in a way that caters to a niche market. The primary customer has been determined through examination of the future consumer and which consumer fits within this brand. One may think that the vegan and lactose intolerant population would be the primary consumer though this group already have to find products to fit in with their lifestyles and have to seek these products out on a regular basis. So I have determined that the best course of action would be to target the Yuccie consumer as this consumer is much more open to new products and could cause the product to become a much more mass market product through the social influence of this group.

The Consumer

Primary Customer: “Yuccie” - C2D type 15-17 (Acorn Groups) The Primary customer of Freak Food Co. is the “Yuccie” detailed at the LSN Trend Conference (LSN, 2015). This consumer is much more aware of the environmental impact of products and is willing to go out of their way or move their business elsewhere if the business is not doing their part to be environmentally friendly. The majority of “Yuccies” are early adopters, they are the first to try new products and are open to innovations in any market area that concerns them. Marketing towards this consumer can be quite tricky as they are very aware of traditional marketing techniques and do not respond well to the previous marketing buzzwords that the hipster responded best to such as craft or artisan. For these reasons the majority of the marketing done by Freak Food Co. will be aimed at this consumer to educate them and convince them that this company creates the latest innovation in fast food. Brands: - Lush - The Alchemist - Toms - Independent coffee shops - Apple

Y K C YU IE’S”

Music: - Grimes - SIA - Brooke Candy - The 1975 - Years and Years

CC “YU

The Primary customer of Freak Food Co. is the “Yuccie” detailed at the LSN Trend Conference. This consumer is much more aware of the environmental impact of products and is willing to go out of their way or move their business elsewhere if the business is not doing their part to be environmentally friendly. The majority of “Yuccies” are early adopters, they are the first to try new products and are open to innovations in any market area that concerns them. Marketing towards this consumer can be quite tricky as they are very aware of traditional marketing techniques and do not respond well to the previous marketing buzzwords that the hipster responded best to such as craft or artisan. For these reasons the majority of the marketing done by Freak Food Co. will be aimed at this consumer to educate them and convince them that this company creates the latest innovation in fast food. Brands: - Lush - The Alchemist - Toms - Independent coffee shops - Apple

Music - Grimes - SIA - Brooke Candy - The 1975 - Years and Years

The Consumer

Secondary Customer: Mid 20’s Flexitarians

The secondary and tertiary customers Freak Food Co. cannot be defined by demographics or psychographics but rather by dietary requirements. Theref the secondary consumer the compan target is flexitarians. Flexitarians are p who eat a diet of both meat and plant make a conscious decision to eat a pl based diet more than in a traditional d Targeting this consumer will be much than targeting the “Yuccie”, this consu already knows the benefits of a plant diet and will search for these products the area they are based. In a general s this consumer type has similar values the “Yuccie”, they prefer brands that a environmentally friendly, though many flexitarians eat a majority plant based as a way to eat healthier rather than fo ethical reasons. Brands: - Quorn - Savse - Waitrose - Whole Earth - Fitbit - The Gourmet Burger Kitchen - Starbucks - Apple

IT X E L F !

OUT

The secondary consumer is Mid 20’s flexitarians. Targeting this consumer will be much easier than targeting the “Yuccie”, this consumer already knows the benefits of a plant based diet and will search for these products in the area they are based. In a general sense this consumer type has similar values to the “Yuccie”, they prefer brands that are environmentally friendly, though many flexitarians eat a majority plant based diet as a way to eat healthier rather than for ethical reasons. Brands: - Quorn - Savse - Waitrose - Whole Earth - Fitbit - The Gourmet Burger Kitchen - Starbucks - Apple

The Consumer

Tertiary Customer: TheMid vegan Secondary Customer: 20’sand lactose intolerant population Flexitarians The tertiary consumer for Freak Food Co. secondary and tertiary customers of is the vegan Freak Foodand Co.Lactose cannot intolerant be definedUK by population. Theorreasoning behind this demographics psychographics but consumer being the tertiary consumer is rather by dietary requirements. Therefore that this consumer has tothe lookcompany for vegan or the secondary consumer will dairy products inFlexitarians their daily lives. Due targetfree is flexitarians. are people to theeat lack of these products provided by who a diet of both meat and plant but fast food companies and various make a conscious decision to eatfood a plant companies in general this allows Freak based diet more than in a traditional diet. Food Co. this to dominate the vegan fast food / Targeting consumer will be much easier takeaway drinks Though this is true than targeting themarket. “Yuccie”, this consumer some marketing willa be done alreadyamount knowsof the benefits of plant based towards to products make them diet and the will vegan searchmarket for these in aware of they the product. the area are based. In a general sense this consumer type has similar values to Brands: the “Yuccie”, they prefer brands that are -environmentally Nakd friendly, though many -flexitarians Holland & eat Barret a majority plant based diet -asAmy’s a wayKitchen to eat healthier rather than for -ethical The Pressery reasons.Lush - Natural Source -Brands: East London Juice Co. - Quorn - Savse - Waitrose - Whole Earth - Fitbit - The Gourmet Burger Kitchen - Starbucks - Apple

Y VET L E V

N A G E V

The tertiary consumer for Freak Food Co. is the vegan and Lactose intolerant UK population. The reasoning behind this consumer being the tertiary consumer is that this consumer has to look for vegan or dairy free products in their daily lives. Due to the lack of these products provided by fast food companies and various food companies in general this allows Freak Food Co. to dominate the vegan fast food / takeaway drinks market. Though this is true some amount of marketing will be done towards the vegan market to make them aware of the product. Brands: - Nakd - Holland & Barret - Amy’s Kitchen - The Pressery - Lush - Natural Source - East London Juice Co.

The Consumer

THE AESTHETIC To develop the right aesthetic for this campaign and the company iâ&#x20AC;&#x2122;ve looked at many things including analysing my own personal aesthetic to combine it with others i have researched to create something truly eye catching and fresh feeling.

Personal Aesthetic As this is my own company and not an existing company there is much more freedom in what can be done in terms of aesthetics. I personally have a very clear and strong aesthetic which should be combined with the research conducted to create the companies aesthetic.

Aesthetics

moschino over 20 billion served Personally I would describe my style as a minimalists take on a maximalist environment with a cartoon-like edge. Itâ&#x20AC;&#x2122;s hard to fully pin point where my style comes from, though I know of some of my biggest influences. Jeremy Scott (Moschino, Adidas & Own label) is possibly my biggest influence of all, I've always had a sport inspired style in terms of clothing and like to stand out from the crowd rather than blend in so from quite a young age I have always saved up for Jeremy Scott X Adidas trainers because the aesthetic of his designs speak to me in a way that no other designer can. His aesthetic is quite similar to mine but much more confident as he has had much more time designing than I have. My Second biggest influence is the minimalist movement, iâ&#x20AC;&#x2122;ve always been fascinated in this ideal of getting your idea across to someone with minimal yet thoughtful design. I believe this is why all of my designs are very flat, without much shading to make them look realistic. In my opinion realism is overrated, especially in fashion where everything should be fantastical and express something that could not be expressed in the real world, fashion is an escape.

Aesthetics

AESTHETIC RESEARCH To develop a strong and independent aesthetic for this company & campaign I have researched the style of various products and graphic design pieces, not limiting myself to food products. Through the research I have noticed various trends that could be translated into this campaign and analysed them.

Aesthetics

BOTANICAL INSPIRATIONS

Aesthetics

Various brands that have healthy products take inspiration from botanical drawings to show the consumer that they are organic/healthy. For instance Printemps (A Spanish takeaway food company) uses drawings of various flowers on their packaging, partly due to their name translating into english as â&#x20AC;&#x153;Springâ&#x20AC;? and also to connote to the healthiness of the product. I believe that this aesthetic can work as many established health food brands already use this style to get their points across which have led to a large growth in the health market.

Aesthetics

PATTERN COMBINATIONS

Aesthetics

A lot of brands seem to be using combinations of bright patterns to create a fresh look for various products. These combinations can create a whole new look depending on how they are overplayed and combined whilst also giving the brand a cohesive look. Looking at Mochiice (A frozen Mochi company) as an example, they incorporate various spot patterns layered with a graphic that is reminiscent of ripped pieces of paper, this creates a very attractive aesthetic though it does not directly connote to the product itself. Another example would be the design aspects of De:Block (An art exhibition) which uses similar shapes to Mochiice but incorporates it as a piece of iconography that guides the consumer to the show without having direct branding.

Aesthetics

STRONG OUTLINES

Aesthetics

This trend mostly exists directly in the graphic design world rather than in packaging or branding. Graphic designers such as Cairo Orio use strong rounded outlines in their work to create flat but extremely attractive graphics. These strong outlines create a fun and cartoon like feeling without becoming too gimmicky or forced. One piece that stood out to me the most is this collection of portraits created by Ranganath Krishnamani, he takes these strong cartoon like outlines and makes them much less harsh by using a deep purple tone instead of black which gives the piece a fresh and almost pastel aesthetic.

Aesthetics

MINIMALISM

Aesthetics

Minimalism has always been a strong trend in design as it can make anything look much more sophisticated and thoughtful, though this usually connotes to a high end product. Looking at Yong Ju Leeâ&#x20AC;&#x2122;s graduation project, Energy medicine, the use of minimal design can translate well into a health product. She created a very clinical and medicinal feeling to the brand whilst also making it very attractive and salient. The usage of minimal graphics and sans serif fonts is very appealing from a design point of view. Another strong example of this is the museum of broken relationships, the design of the promotion for this event is very minimal, a circle that is slightly broken, but it fully conveys the thought and idea behind the event in a very strong way.

Aesthetics

AU NATUREL

Inspired by the produce that the product is made from this aesthetic would feature hand drawn graphics with a natural colour palette of browns & greens with a pop of colour depending on what produce was used. This aesthetic choice would be the least surprising for a health food brand, it’s the traditional healthy product look. Thoughts Though this aesthetic is over-used it could prove effective as many brands use it so it must be working for them. This aesthetic does not speak to me personally, though I could create artwork for it, as it does not have the “WOW” factor that I feel the company needs to be memorable.

Aesthetics

PATTERN ASSAULT

Inspired by the various patterns on packaging I have researched this aesthetic would encompass my love of creating patterns and take it to the next level by overlaying multiple patterns to create a new one. This aesthetic would be very eclectic but would suit the company’s name, Freak Food Co., as it would create some “Freaky” combinations. The colour palette would be just as eclectic as the style with various colours creating a bright and crazy look. Thoughts This aesthetic could prove to be too much for people to find attractive, there is a fine line between it being attractive and becoming almost too ugly to look at.

Aesthetics

CARTOON POP

Taking inspiration from the harsh outlines and bright colours of the cartoon world, this aesthetic would give the brand a fun and irreverent edge. The colour palette is made up of multiple colours that are taken from various popular topics at the moment mixed with a dark purple outline to throwback to the harsh outlines that the cartoons of yesteryear are known for. Thoughts This aesthetic could fit well with the name as the cartoon aesthetic allows for â&#x20AC;&#x153;Freakyâ&#x20AC;? illustrations that are also naturally made cute and relatable. I feel like this aesthetic could work quite well and also fits with my own personal aesthetic.

SOPHISTICATED MINIMAL

Inspired by the ideal of “Less is more” this aesthetic creates an almost clinical feeling. The colour palette would be made up of shades of grey with a highlight of a bright red to draw the consumers attention to the product. Thoughts This aesthetic could fit with the product with many health benefits, this clinical feeling could cause the consumer to relate the product to health. As much as this aesthetic appeals to me it does not truly fit with the brand, it is much too clean and focused to be “Freaky” or fit with the maximalist properties of a FreakShake.

FINAL AESTHETIC

The final aesthetic that has been developed is a mixture between Pattern Assault, Cartoon Pop and Sophisticated minimal. In some instances It uses the minimalist flat shapes, combines them with bright pastel colours, creates patterns out of them and overlays them to create a whole new look every time the patterns are combined. At other times it stays much more minimal in layout but with graphics that are much more cartoon like in appearance. Though these instances sound like completely different aesthetics they combine along with the colour palette to create a cohesive look for all the promotion and products in question. All graphics are given a rounded outline to create a softer cartoony edge or a drop shadow which makes them stand out from the background (Both in the main Purple shade). Aesthetics

The colour palette The final colour palette was inspired by many pieces of artwork and graphic design that I have explored. The main thing that stood out to me from this research was a piece that used a deep purple instead of black, I feel like this could give the company a true identity as most companies use black as a basic colour. Another large inspiration is the recent acceptance of the gender spectrum, as this is not a gender specific product I have taken inspiration from this and the Pantone colour(s) of the year, this translated into blue and pink tones that bright and eye catching yet almost pastel as a nod to the Pantone Colour(s) of the year. The final colours in the palette are copper and white, the copper comes from the usage of copper in the storefront, though it is also one of the most popular metal tones at the moment, and the white is used to give a light break through these colours. Final Thoughts When combined together or into various patterns the shades of Purple, Blue and Pink create a 90â&#x20AC;&#x2122;s retro vibe which could really appeal to the target consumer that grew up around this. The 90â&#x20AC;&#x2122;s is becoming more and more popular with celebrities such as Charli XCX and various designers taking inspiration from them which could work to the advantage of the company and could provide with some basis for inspiration for seasonal collections.

Aesthetics

STAFF In the hospitality and food industry staff can make or break a company, if a consumer has a bad experience with a staff member they can now take to social media and inform an increasingly large amount of people in a short amount of time. Choosing the right staff and presenting the staff in the right manner is now just as important as other forms of promotion.

Staff

Sales technique Staff will be trained to have a very relaxed sales technique and not to push consumers into a purchase but rather educate them on the health benefits of the product. The tone of voice from the staff should be happy and chirpy to fit with the tone of voice of the company. Staff requirements Staff will be required to wear the uniform at all times on shift and will have preferably had previous experience with food. Training will be provided to make sure all staff have the relevant food hygiene qualifications.

Uniform To make the company stand out from other food companies the staff inform will be much more relaxed and fashionable. It will consist of a flat rimmed snapback embroidered with the Eye motif and an oversized t-shirt sublimation printed with the teddy bear iconography with an eye pattern on the sleeve. Staff will be advised to roll their sleeves to fit with the stylings of the target consumer (The Yuccie).

Staff

FINAL PRODUCTS Original shakes: Manilla Vanilla (Vanilla and Star Anise) Cracking Strawberry (Strawberry and black pepper) Want some nuts Ella? (Chocolate and Hazelnut) Seasonal Shakes: Bubbles (Wild Berry) Blossom (Gooseberry & Rhubarb) Buttercup (Matcha Green Tea & Peach) Mylks: Almond Oat Hazelnut Cashew Prices: Original flavoured Freakshakes - £3.49 Seasonal Freakshakes - £4.99 Boosters - 50p Mylk (500ml) - £1.99 Dairy free ice cream (500ml) - £4.99 Dairy free cream (250ml) - £2.99

Final Products

PACKAGING The packaging itself is quite minimal in design. This is to allow the â&#x20AC;&#x153;Freakyâ&#x20AC;? aspect of the shakes to shine for itself, if there was too many design aspects on the cup it could stop the consumer from sharing pictures of it on social media as it may not fit their tastes.

Final Products

The shake cups are made from recycled PET and feature a transfer design of the eye motif.

The seasonal shake cups are the same as the normal shake cups but with a PowerPuff Girl inspired eye motif depending on which shake is bought.

Final Products

ALMOND MYLK 500ML

The Mylk products are provided in simple packaging that is all recycled. The design features the eye motif, the name of the product and branding. This is to provide a simple non-distracting basic product that anybody can buy never mind their tastes. Each type of Mylk also features itâ&#x20AC;&#x2122;s own colour coding, Almond is Blue, Oat is Green, Hazelnut is Purple and Cashew is Orange.

Final Products

S/S16 COLLECTION As the line between food and fashion is becoming much more blurred the company will be releasing seasonal shakes that launch at fashion events. The first collection will launch at graduate fashion week S/S16 and takes inspiration from the recent resurgence of the PowerPuff Girls. This inspiration relates well to the target consumer as the majority of Yuccies will have grown up in the 90â&#x20AC;&#x2122;s whilst other consumers will already be familiar with them because they are one of the most iconic pieces of pop culture. Specific cups will be produced for each shake, featuring an adapted eye motif representing each of the powderpuff girls respectively. Currently the license for PowerPuff Girls merchandise is becoming much more available due to the popularity of the new series, Cartoon Network is constantly looking for new collaborations that are the right fit for the franchise

Final Products

bubbles bubbles Wild Berry flavoured Mylk Strawberry compote Blueberry whipped cream Seasonal berries.

Final Products

BLOSSOM BLOSSOM Half Rhubarb Mylk & half Gooseberry Mylk Gooseberry compote Rhubarb whipped cream Honey granola Vegan flapjack.

Final Products

BUT TERCUP BUTTERCUP Matcha flavoured Mylk Peach compote A Peach cream filled donut with a Matcha Honey glaze Matcha whipped cream Rose petals

Final Products

MYLK PRODUCTS

ALMOND MYLK

OAT MYLK

HAZELNUT MYLK

CASHEW MYLK

500ML

As the “Mylk” itself is made from purely water and nuts/oats they are naturally very healthy and low calorie. These secondary products are by-products of the primary product which are sold to prevent wastage and allow the consumer to take a product home.

Final Products

BOOSTERS

Boosters will be sold for 50p extra on top of the original shake, these boosters contain extra compote that adds more flavour to the shake, they can be bought in any compote flavour to allow the consumer to experiment with different flavour combinations without the extra price of buying two freakshakes to combine. The compote is served in a syringe similar to those used at the popular L.A. Juice bar Kreation Organic to give it an irreverent and playful feeling whilst also giving a nod to the healthy side of the product.

Final Products

THE APP bubbles bubbles bubbles bubbles

map map

blossom blossom blossom blossom

BUTTERCUP BUTTERCUP Matcha flavoured Mylk

Matcha flavoured Mylk Peach compote Peachcream compote A Peach filled donut with a Matcha A Peach Honey glazecream filled donut with a Matcha Honeywhipped glaze cream Matcha Matcha Rose petalswhipped cream Rose petals

TERcup BUT TERcup BUT TERcup BUT TERcup BUT

LOYALTY LOYALTYCARD CARD

Mylk Mylk Puree Puree Cream Cream Topping Topping Extras Extras Booster Booster Share Share

CANAL STREET CANALSTREET Manchester M1Manchester 3EZ M1 3EZ

VISIT! AND COME COME VISIT! AND COME VISIT! ANDVISIT! COMEAND

KENYON FARM HALLFARM KENYONHALL

Kenyon Hall/Winwick La Kenyon Hall/Winwick La Warrington Warrington WA3 7ED WA3763646 7ED 01925 01925 763646

BUTTERCUP BUTTERCUP

No changes changes No No Booster No Booster 1

£4.99 £4.99 £4.99 £4.99

Total Total

Any vouchers? Any vouchers?

MATCHA WILD BERRY RHUBARB MATCHA WILD BERRY RHUBARB

PEACH PEACH

BLUEBERRY GOOSEBERRY BLUEBERRY GOOSEBERRY

A companion app will exist to accompany the experience, providing an easy way for consumers to order / customise their drinks, track the location of the mobile unit and where the produce that made their drink has come from. The app will also allow easy purchasing and pick up, the consumer can order and customise a drink through the app, pay for it and go straight to the pick up point to receive their drink. this fits in with the “Life on Demand” consumer trend from WGSN The future consumer desires to have everything when they want and how they want which this service is providing.

Final Products

Features: - Reminds consumers about the company. - Shows consumers the latest collection. - Allows customisation of the shakes. - Allows the company to see consumer trends through what is most chosen in customisation. - Allows easy ordering and picking up. - Keeps track of loyalty stamps. - Allows the consumer to track the storefront. - Allows the consumer to see where the produce that made their shake is from. - Allows the company to send push notifications. Push Notifications One of the advantages of having a companion app is the ability to directly connect with consumers through their phones, a push notification can be sent to the consumers phone if they have not payed on the app in a certain amount of time. If a consumer has not bought another product within two weeks then a push notification will be sent to their phone saying “We miss you already, we’re currently at *Insert address here* if you wanted to pop by”, after 4 weeks a push notification will be sent saying “Hey *Insert name here* we’re currently at *Insert address* pop by and get a free booster with your next shake!” and after 8 weeks a notification will be sent to the consumers phone giving them a free shake of their choice including seasonal offers. Push notifications can also be sent giving clues on the location of the golden tickets, to notify the consumer of where the latest produce is from, to notify of the launch of new products and to tell the consumer how many shakes they have to buy to fill their loyalty card. The app itself will have full Apple wallet integration therefore when the consumer is close to the mobile unit it will automatically show the Freak Food Co. loyalty card.

Final Products

FINAL PROMOTION

Final Promotion

STOREFRONT SHAKES MANILLA VANILLA Vanilla & Star Anise

CRACKING STRAWBERRY Strawberry & Black Pepper

WANT SOME NUTS ELLA? Cacao & Hazelnut

BUBBLES Wild Berry

BLOSSOM

Rhubarb & Gooseberry

BUTTERCUP

Matcha Green tea & Peach

bubbles bubbles

BLOSSOM BLOSSOM

Wild Berry flavoured Mylk Strawberry compote Blueberry whipped cream Seasonal berries.

Half Rhubarb Mylk & half Gooseberry Mylk Gooseberry compote Rhubarb whipped cream Honey granola Vegan flapjack.

BUT TERCUP BUTTERCUP Matcha flavoured Mylk Peach compote A Peach cream filled donut with a Matcha Honey glaze Matcha whipped cream Rose petals

MYLKS, CREAMS & ICE CREAM OAT ALMOND HAZELNUT CASHEW

ALMOND MILK (500ML)

ALMOND ICE CREAM (500ML)

The design of the storefront is quite subdued, featuring a purple, white and copper colour scheme, compared to the other promotion in the campaign. This is to prevent scaring customers away by attacking their senses with too much. The aesthetic of the video on the screen will be much more intense as this will be the focal point. The store is designed from a practical standpoint, the interior is created from reclaimed food grade copper which is both practical and attractive. Many elements also move and lock into place (The front panels, countertop and wheels) which allows the store to be much more flexible, easier to store and move. The storefront will have wheels installed underneath rather than on a chassis to stop it from being too high, these wheels will have a digitally controlled suspension system to allow the storefront to be lowered to the floor. This prevents the customer from being intimidated by the staff if they have to look up to them and allow them to see the menu easily. All elements of the store are environmentally friendly with low energy consumption, this fits with the consumers ethical values and the companies values.

Final Promotion

Elements: - Created from a reclaimed shipping container. This makes it relatively cheap, light, environmentally friendly and gives it a “cool” edge. - Large Logo on top created from reclaimed metal and painted white. - OLED Screen implemented at the front. This will attract the consumer whilst also giving them access to all the information provided in the promotional aspects they have not seen. - Attractive stripe design on the exterior which does not detract from the more intense graphics on the screen but still fits with the aesthetic of the brand. - Solar panels installed on top to provide environmentally friendly energy whilst also using the national grid (Price included with rental of street space, subject to approval) or a low energy generator. - Low energy consumption, all technological elements (Including blenders, lights, Fridges & Freezers) will be of A* standard, while these cost more upfront they cost much less to run and fit with the brands ethical standpoint. - The storefront will be well lit with low energy lights on the inside yet not overly lit as this could detract the consumer. - Reclaimed copper interior, sinks and counter tops. This is because copper is relatively cheap but is also very “In” at the moment. - Moveable countertop so the front of the store can be closed off at night. - Menu and posters on the interior so consumers can decide whilst at the counter and converse with the staff whilst doing so. - Side entrance to provide access to staff. - Wheels implemented underneath with digital suspension to easily move it onto a trailer whilst not heightening the store too much.

Final Promotion

Digital aspects The screen which is installed at the front of the storefront will provide various pieces of information to the consumer, this is so first time consumers or consumers who have not seen the rest of the promotion can learn more about the company in a short amount of time. The screen also drastically improves the salience of the store as moving imagery is always much more eye catching than a stationary one. It acts in a similar way as a digital Adshel but at a fraction of the cost and will full control over the location of it. Video contents: - Interesting branding that the customer will remember. - Announcement of the #FreakOfTheWeek (Instagram competition) winner on each Friday. - Attractive display of the seasonal products. - Promotion of the app and what it can do. - Driving traffic to the website and social media pages. - Education of where the produce has come from.

Final Promotion

PRESS PACK

As Freak Food Co. is a new company a press pack is a vital part of the promotion, it is the first impression the press will ever have of the company. The amount of press given to the company could make or break it during the launch period. The press pack is designed to mirror the storefront in appearance, the outside is adorned with 3D shipping container detailing with purple and white striping whilst the inside is copper. The top of the box will also feature a pattern of the Eye motif to give the press an indication of where it has come from if they are familiar with the company or have seen the motif anywhere.

Final Promotion

OAT MYLK

YOU’VE WON!

500ML

YOU GET FREE SHAKES FOR THE REST OF THE MONTH*

AND 2 FREE SHAKES FOR YOUR FRIENDS!

ENJOY!

Contents: - Press release (Printed on 200gsm uncoated A5 paper) - USB (Contains high quality pictures, Press release PDF and campaign video) - Limited run T-shirt (one of 3 t-shirts featuring one the PowerPuff Girls SS16 collection graphics, the Freak Food Co. Logo and the Eye Motif) - A bottle of Oat Mylk (This is the least allergenic Mylk to prevent a PR disaster of a member of Press having an allergic reaction to the product) - A “Golden Ticket” (Provides free shakes for the month and two free shakes for friends)

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Press Release

Le Freak Ces’t Chic? An exciting new venture puts a twist on a hot trend. FreakFood Co. is shaking up the gluttonous strain freakshakes place upon a diet. FreakFood Co., which launches their S/S16 collection at Graduate Fashion Week, will offer dairy & sugar free alternatives to these usually calorie laden indulgences. FreakFood Co. will offer freakshakes with vegan-friendly freshly made produce so that those with specific dietary needs no longer have to go without. These lifestyle-friendly freakshakes will be on sale from pop-up stores from around Manchester and London. To find out where and when you can get your hands on one of these check out… Jack Knight, Founder of FreakFood Co. stated “The idea came to me because I am surrounded by those with intolerances, such as my partner, and those that live a vegan lifestyle. One thing that I always found frustrating is that sometimes they had to miss out on the fun because their lifestyle or dietary needs stopped them.” ENDS. For more information contact: Jack P Knight Press@FreakFoodCo.com 01772736927

Final Promotion

Distributed to: - Buzzfeed UK - Munchies (Vice) - The Guardian - The Independent - Metro - The Telegraph - Vogue - Marie Claire - Food Network - Food Tank - Sustainable table - Huffington Post

Final Promotion

WEBSITE SHAKES

PRODUCE TRACKER

STORE TRACKER

DOWNLOAD THE APP WERE CURRENTLY AT: MANCHESTER, CANAL STREET

bubbles BLOSSOM BUT bubbles BLOSSOM TERCUP BUTTERCUP

bubbles bubbles SHAKES

bubbles bubbles Wild Berry flavoured Mylk Strawberry compote Blueberry whipped cream Seasonal berries.

S/S16 S SHAKES S/S16 SHAKE OUT NOW! OUT NOW!

PRODUCE TRACKER

STORE TRACKER

BLOSSOM BLOSSOM Half Rhubarb Mylk & half Gooseberry Mylk Gooseberry compote Rhubarb whipped cream Honey granola Vegan flapjack.

DOWNLOAD THE APP

TERCUP BUT BUTTERCUP Matcha flavoured Mylk Peach compote A Peach cream filled donut with a Matcha Honey glaze Matcha whipped cream Rose petals

Final Promotion

bubbles bubbles

TERCUP BUT TERCUP BUT

map CANAL STREET

Manchester M1 3EZ

The mobile website will work in the same manner as the desktop website but will have lock points so the imagery constantly fills the full phone screen

Final Promotion

LOYALTY

FREE SHAKE & BOOSTER! Loyalty cards will be available to give something back to returning customers such as free freakshakes. The loyalty cards will be transferrable onto the app or can be started on the app. If the consumer buys 5 “Freakshakes” then their 6th “Freakshake" is free with a free booster of the consumers choice. This will entice the consumer to return to the store at least 5 times to receive their free items.

Final Promotion

GOLDEN TICKET

YOU’VE WON! YOU GET FREE SHAKES FOR THE REST OF THE MONTH*

AND 2 FREE SHAKES FOR YOUR FRIENDS!

ENJOY!

Another promotional technique will be the usage of “Golden tickets” which will be placed throughout the area the shipping container store will be arriving in the next week. Clues will be released via social media, each clue will be released after a certain amount of likes or shares to ensure a certain amount of reach. The golden ticket allows the user to bring two friends with them for free “Freakshakes” of their choice including seasonal offering and then allows the user to get free “Freakshakes” for the rest of the month (Limited to 3 per week).

Final Promotion

SOCIAL MEDIA In this day and age a brand does not exist if it does not have social media, consumers use it as their primary source of news including the release of new products from their favourite brand so it is pivotal to have a substantial social media presence.

freethecow freakof theweek Hashtags The main hashtags that will be used are #FreakOfTheWeek and #FreeTheCow. #FreeTheCow is a play on the #FreeTheNipple campaign that has dominated social media for the past few months, the idea is to rally support behind vegan milks as female cows are kept only to produce milk and killed once they mature past the point of lactation. Many vegans care a lot about the usage of cows for these purposes as it is seen that they are put into captivity for humans to take advantage of and kill when they become â&#x20AC;&#x153;Uselessâ&#x20AC;?. A good partner for this hashtag campaign would be PETA as their remit is to care for the wellbeing of all animals, this could produce a lot of publicity for Freak Food Co.

Final Promotion

Facebook Facebook will be used to showcase imagery, flavours and run competitions. The golden ticket promotion will be run mostly through Facebook as clues to the locations of the golden tickets will be revealed after a certain amount of shares and likes. Facebook will also be used to promote the YouTube videos, with extra content added and cross platform sharing of information. Targeted Facebook advertising will be done in the areas Freak Food Co. is visiting, this will include targeting interests such as Art, Food, Veganism, Vegetarianism, Milkshakes, Dairy Free and targeting the specific area e.g targeting Shoreditch when the mobile storefront is in Shoreditch. As Instagram is owned by Facebook these advertisements will become cross platform naturally. Twitter Twitter will also be used to showcase imagery and flavours but also to deal with customers directly. Good customer service on twitter can do wonders for a brand, the brand will interact with consumers and “Banter” with them on less serious issues whilst also dealing with every issue directly. YikYak This relatively new platform could allow Freak Food Co. access to a usually un-used marketing platform. In the form of anonymous postings Freak Food Co. could promote the brand with posts like “Have you tried these new shakes from that freak food place?? Literally the best thing I've ever had”. This could easily influence consumers to try the product as it provides a comforting opinion which is familiar to the consumer and could influence others to share their experiences with the company. Freak Food TV The YouTube channel Freak Food TV will be used to promote the existing products and give the consumer free “Freakshake” recipe’s that aren't available to buy in store that they can make at home. This provides the consumer with free content whilst also being a secondary source of income for the business through advertisement. Other video’s such as prank videos and funny behind the scenes video’s with the staff will be uploaded to entertain the consumer and increase the view count (Therefore the revenue will increase). Final Promotion

Instagram As the product is a very visually stimulating product Instagram will be the primary social media for the campaign. The Instagram account @FreakFoodCo will be used to educate the consumer on the fresh produce the company uses by showcasing pictures of the farms and the produce being farmed, this will give the consumer a transparent look into what goes into each product whilst also being able to track the produce on the app and website. The products themselves will be shown on Instagram alongside teasers of the next seasonal flavours, this will influence consumers to buy the product by making them desire the experience and playing on their FOMO (Fear of missing out). Instagram will also feature stop motion video’s of the construction of the shakes, this gives consumers a behind the scenes look into the work and craftsmanship that goes into their drinks. There will also be promotion of the Youtube channel through the Instagram with links and images of the creations that are made in those videos. One of the main promotional campaigns on Instagram will be the Freak Of The Week campaign where Instagrammers post a picture with the #FreakOfTheWeek with the “Freakshake" they have bought, a winning photograph will be declared “Freak of the week” and given a free “Freakshake" next time they visit the storefront.

Final Promotion

freethecow

FREAK FOOD CO. MANCHESTER

Snapchat Snapchat Geo-Filters will be implemented in all the locations the mobile unit is placed, this allows people to easily share their experience with their friends who may be influenced by this to come along. The geo-filter will feature the eye motif and the text logo but can be changed contextually. For the launch of the S/S16 collection a special PowerPuff Girls X Freak Food Co. filter will be implemented that features the PowerPuff Girls and the Freak Food Co. Text logo.

Final Promotion

COLLABORATION The LSN trend conference suggested that brands should collaborate with each other to provide the consumer with a better service. There are many brands that Freak Food Co. could collaborate with that provide similar services or have similar target markets, these range from Juice bars to spinning classes. This diverse range of collaborators could provide the company with a large diverse range of consumers if the collaborated products are useful to the consumer. Potential food collaborators: - 26 Grains London (Healthy food Cafe) - Booja-Booja (Dairy Free ice cream) - Coco-Yo (Dairy free yoghurt) - Fifty London (Subscription healthy food box) - Good Life eatery (Healthy food Cafe) - Life Box (Subscription healthy food box) - Lois & The Living Teaâ&#x20AC;&#x2122;s (Kombucha brewery) - Tiosk (Tea shop that supports dairy alternatives) - Nakd (Healthy snacks) - East London Juice co. (Juice bar) - Psychle London (A London based spinning class, potential to collaborate with protein shakes) - Pip & Nut (Producers of healthy nut butters) - Raw Press co. (Juice bar) - Rebel kitchen (Producers of flavoured nut milk and dairy free yoghurt) - Shoreditch grind (Expresso bar, potential to collaborate on a coffee based collection) - Wild food cafe (Raw vegan cafe) - Jimmyâ&#x20AC;&#x2122;s iced coffee (Potential to collaborate on dairy free iced coffee with Freak Food Co. flavours)

Final Promotion

INFLUENCERS Many consumers are heavily influenced by bloggers when deciding the products they want to buy. It would be advisable to contact bloggers with offers of free products, private perks and discount codes to give away. Another way of enticing bloggers or influencers is to allow them to pay in social currency. The social currency option would be a free shake per 1500 followers they have whilst also having to post about the product, this allows people who may not be bloggers to feel like they are special whilst also allowing bloggers to post more times than the average person. Each person who pays by social currency will be placed on a shared online list so they cannot use their 1500 followers more than once. Influencers to collaborate with: - Deliciously Ella - Zoella - My Berry Forest - Goodness Guru - Madeleine Shaw - WholeHeartedly heathy - Honestly Healthy - Oh She Glows - Hemsley and Hemsley

Final Promotion

GRAFFITI

Accompanying the arrival of the storefront a commissioned piece of street art will be featured nearby created by carefully curated street artists that fit with the aesthetic of the brand. Many areaâ&#x20AC;&#x2122;s around London (Shoreditch & Camden) and Manchester (Canal Street, Deansgate & the Northern Quarter) have designated areas for street art commissions. These areas also align with the consumer base Freak Food Co. is aiming its products towards which makes street art the ideal promotional technique. As traditional spray paint is not environmentally friendly chalk spray will be used then covered with a matt varnish to prevent it from being washed away by undesirable weather.

Final Promotion

Proximity Graffiti Graffiti that is placed close to the storefront will be used as a teaser of sorts, it will not guide the consumer but act as a symbol announcing that the store has arrived.

100% VEGAN 100% TASTE 100% AWESOME THIS WAY!

Directing Graffiti Graffiti that is placed further away from the storefront will have an arrow pointing in the direction of the store and more information than the ones in a closer proximity.

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FLOOR ART

In the exact space the mobile shipping container will be parked, a stencilled piece of graffiti will be applied to the floor to mark the arrival 3 days prior to the storefront. This will also be applied with chalk spray but will be washed away at night and re-applied in the morning to prevent legal issues with clean-up costs. This allows the consumer to be aware of the location if they do not already follow the company on social media or through the app whilst also becoming a piece of artwork to be appreciated.

Final Promotion

INSTALLATIONS freethecow

FREAK FOOD CO. HERE SOON!

Various street installations will be created and placed occasionally where the Freak Food Co. Mobile unit will be alongside the stencilled street art. These pieces are created to grab the attention of passerbyâ&#x20AC;&#x2122;s and give them a memorable experience. One installation piece will be a sculpture of a cow that lactates onto the ground as it is stood in place. The cow will be adorned with chains, the #FreeTheCow tagline, the Freak Food Co. eye motif and logo. This installation piece is to draw attention to the issue as well as the company but it will also give the company a lot of press and social media presence if it is placed in the right areas. Various other installation pieces will be created based around context, for instance a PowerPuff Girls sculpture may be used for the launch of the S/S16 collection at graduate fashion week.

Final Promotion

PUBLIC EVENTS

free

the

cow

The main planned public event is the #FreeTheCow walk. This will consist of a group of Cowâ&#x20AC;&#x2122;s being herded through central locations in both London and Manchester with fabric draped over them that has #FreeTheCow and the Freak Food Co. logo sprayed onto it in fabric paint. This will cause quite a large public disturbance and catch the eye of any passer by who has never heard of Freak Food Co. will be given a puzzle piece for them to find out who the company is, what they are about and what the products they sell are. This fits with what the LSN trend conference taught about giving consumer less information and allowing them to find it out for themselves, therefore giving the consumer an amount of satisfaction that they managed to put the puzzle pieces together.

Final Promotion

FLYERS ALLURAL T

NAT ASTE ALL T DAIRY FREE SHAKES!

E HER AY TOGDONE

SOON! DON’T MISS

’T MISS

OUT!

100% VEGAN 100% TASTE

MANCHESTER CANAL STREET 20TH-30TH AUGUST 2016

DOWNLOAD THE APP ON IOS OR ANDROID TODAY!

Flyers Flyers will be given out nearby the mobile unit along with samples of the shakes to attract customers in the direct vicinity whilst others will be placed on walls in the surrounding areas and nearby bars, restaurants and clubs. Special flyers will be distributed to clubs that entitle the user 50% their next “Freakshake” specifically designed to get people to come and get their “Hangover food” from us instead of being unhealthy as they normally would. Free FreakShake flyer locations (Clubs & Bars): London - Your Mums House - The Nest - The Old Blue Last - The Loft - Proud Camden Manchester - The Blue Pig - Dusk Till’ Pawn - Band on the wall - The Whiskey Jar - AXM / Bar Pop

Final Promotion

EVALUATION Main issues - Not being confident in myself of my aesthetic throughout the campaign. - Holding back from fully using my potential. - Learning too many new skills in such a short amount of time. - Not having enough time to learn these new skills and create the real promotion in time. - Being over ambitious. - Lack of money. The bad I feel like throughout this project I have been holding back a lot whilst also being over ambitious, as this is my own company I think I have been thinking too much into the actual implementation of the promotion/product and how much this final project will actually affect my future. During the start of the project this held my aesthetic back but after feedback I managed to pull myself out of my shell a bit more. This issues combined with various personal issues that happened around the time prevented me from coming up with the extremely innovative and creative ideas I know that I am capable of. I feel as though if this project was completed at a different time I may have had a stronger outcome overall. The aesthetic of my campaign could be seen as really exciting and fresh or as too much depending on the person and their personal tastes. As a person I have a very strong point of view that might not appeal to everyone and that reflects in my designs, as this is my own company and we are targeting creative people this could work in my favour as they will understand the creative process and the disconnect between being yourself and being too commercial.

Evaluation

Many things took a lot of time including the videoâ&#x20AC;&#x2122;s for my final stand which I learnt how to animate on after effects specifically for, the building of the storefront which has a screen/ Raspberry Pi implemented in it (I had many problems with the screen which would not work until I learnt how to directly edit the source code of Raspbian, the Raspberry Pi OS) and creating the website, which I learnt how to use Adobe Muse for. This has taken a lot of time and will not be ready for the submission, though the design and how the website will work will be submitted. Originally I wanted to have the website up and running with a APK of the app prototype available for people at the show to visit in their own time to give a much more interactive experience, though by the time the exhibition is up and running the website will also be up.

Evaluation

The good I am happy with the work I have done despite the issues, I set myself to a very high standard which is both helpful and detrimental as I am very critical of every small detail in my creative work. I think my â&#x20AC;&#x153;can doâ&#x20AC;? attitude has really made my final campaign stand out in the crowd, from the confident usage of bright colours to the combining of already eye catching patterns it certainly stands out even if it isn't to everybody taste. I feel like a lot of my ideas have quite a fresh feeling and if implemented in real life would catch peoples attention whilst also dealing with real issues in a fun way to attempt to rid the stigma behind vegan & healthy foods. The thing I am most proud of in this project is that I managed to create a storefront with a computer and a screen implemented, I don't feel like the full effect of the storefront would be achieved without this screen. Through all the problems with the screen I managed to push through and create something that will make my work truly stand out. Improvements If I could re-do this project I would change many things. I would have planned ahead and learnt these new skills over summer last year during the first term of this year alongside doing my other projects. I also would have worked on it much more though with various things happening would have been hard, I would have liked more time to come up with much more innovative techniques. If I had had more money and time I would have travelled to various places such as London, Birmingham and Leeds to see if any interesting promotional techniques were being implemented there as not much was happening in Manchester during the week I was there. Also if I had access to more funds I would have 3D printed the storefront rather than making it out of mount board as this would have given it a much more polished look.

Evaluation

New Skills Over the course of this project I have self taught myself various different skills which have really helped with the look and feel of my final submission. - I have learnt how to do basic animation in Adobe After Effects, this could help me in the future if I ever need to create motion graphics. - I learnt how to 3D model in Cinema 4D, do basic animation and format the file for 3D printing, though I didn't use this in my final campaign due to the amount of time it takes to print. This could also help me in future employment as I am able to not just create 2D graphics and 3D printing is becoming much more mainstream and used. - I have learnt how to use Adobe Muse, as I have no knowledge of coding this is the easiest way to create a website, throughout this project I have found that you can transfer nearly any skill from one Adobe product to them all which has made things much easier. - I have also become an early adopter of Adobe Xd, the new Adobe product for easy App prototyping which I have found to be extremely easy and helpful (Due to the fact that I cannot code). Final Thoughts My final thoughts on this project are that despite various issues I have completed the project to a good standard. Some elements of the campaign do not seem to have a clear direction though but I feel it is visually strong and has many exciting elements that I don't feel many other people would not have the guts to or think to create, such as implementing a screen in the storefront. Overall I think the project was successful though it could be done with more polish if more funds were available at the time.

Evaluation

JACK PETER KNIGHT