D&AD Student Awards 2013
Create a trend-led graphic identity for a limited edition range of Batiste products.
Applied Graphics Brief Brief set by: Batiste
Background Batiste are experts in in-between wash hair care. Dry shampoo was created back in the 70s as a replacement for talcum powder for refreshing hairstyles. Today, they’re the number one dry shampoo brand in the UK. Growing internationally, Batiste want to ensure everyone has great looking, and feeling, hair in an instant.
The packaging graphics must work across all three existing bottle sizes:
Creative Challenge Make Batiste a must-have product for every beauty toolkit, appealing to new customers and engaging with existing ones.
Deliverables Main deliverable: Upload up to eight images showing your work. These should include artworked bottle designs (i.e. flat versions) for each of your four identities (for measurements, see the templates supplied).
Deadline Entries for this brief must be submitted by Wednesday 20 March 2013. Supporting objects must be received at D&AD offices by Wednesday 27 March 2013. #studentawards
Build the Batiste brand by creating four new graphic identities and fragrances. They should fit in with the current range but have stand out shelf appeal. Demonstrate this across a number of practical applications, including packaging, website and point of sale. Batiste are fashion-led, utilising trends to ensure that they have significant shelf appeal and strong brand loyalty. How can the graphic identity work harder to sell the varieties of Batiste in an instant, whilst also clearly demonstrating the full potential of the product? Considerations • Consider every element of the identity: colour palette, font, fragrance, graphic devices, placement of text and a distinctive style of art direction. • Look at brand language. This includes short statements or descriptions that are intrinsic to the identity of the product and collection. Do the current messages best educate and inform consumers at point of purchase? How could they work harder? • Work within the parameters of the existing structural packaging. The design needs to work across the full range of bottle sizes. Target Audience Outgoing, active, on the go and fashionable women aged 16-44: women who are short on time, but care about their appearance. Mandatory Requirements Produce four graphic identities, including packaging, website, and point of sale designs.
• 50ml (h. 120mm, dia. 35mm) • 200ml (h. 216mm, dia. 45mm) • 400ml (h. 270mm, dia. 52mm) You’ll find the print area for each bottle size in the templates included in the online brief pack.
Optional supporting material: Interactive work (websites, widgets, apps, HTML, etc.); physical material (prototypes, mockups, etc.); supporting information (up to 400 characters). Keep any text on images to a minimum; supporting information can be entered online. For full format specs and guidance, see ‘Formatting Your Entries’ on the next page. Work in formats other than those outlined will not be accepted.