Bear YCN Competition Brief by Jordan Gillespie

YCN COMPETITION BREIF

JORDAN GILLESPIE

BEAR Brand Characteristics

I really like certain elements of the Bear brand, both in its design characteristics and its brand values. I really like the simple, hand drawn illustrative style of its cereal packs and the comical way in which the illustrations are done. The healthy brand values such as using natural ingredients is also a factor of the Bear brand I like and relate to.

BEAR Existing Back of Packs

best before:

375

p cllaap c cla lap p clap

Asiatic bears love playing in water and are very strong swimmers.

ASIATIC BEAR Lives: Asia

There are 8 kinds of bear in the world (9 if you include us), and even as you’re having your breakfast, they’re wandering around the woods and mountains of North and South America, Europe and Asia. Here are a few facts about our fuzziest friends.

Polar P l b bears s ha have an extra pair of eyelids to act as sunglasses. Brown bears can eat up i t salmon l to 25 giant ad day.

Sun bears b have very long tongues to steal honey with.

SUN BEAR

Lives: South Asia

BROWN BEAR

No nonsense breakfast Alphabites are a delicious breakfast,with highno in healthy breakfast fibre with nooradded or added sugar salt. sugar Instead, salt. of adding refined weInstead use coconut blossom sugars, coconut nectar, we theuse deliciously blossom nectar, the sweet sap from the flowers deliciously sweet of the coconut treesap to from make the flowers of the coconut them naturally sweet and tree to make themhaving naturally crunchy without to sweet and crunchy. add any sugar at all.

Queen of Termites

Silkworm moth

Lives: The Arctic

SLOTH BEAR Lives: Asia

Has not 1 but coconut 11 blossom brains

Because nectar has a much lower glycaemic index than sugar *, it prevents crazy sugar highs and grizzly sugar crashes, keeping kids fuller for longer, and fingers out of the biscuit jar.

BEAR FACT

A panda d cub b is i 1600 times smaller than its Mum, so little it could fit in a teacup.

A spectacled bear has big white rings around its eyes that look like glasses.

span 15cm wide

Lives: South America

BLACK BEAR

PANDA BEAR

Lives: North America

Lives: Asia

There’s a letter from BEAR’s alphabet on the back of every box. Can you collect them all? Happy hunting.

Alphabites ar healthy break fibre with no a salt. Instead of sugars, we u blossom n deliciously sw the flowers of tree to make t sweet and

STRONGEST

Flies faster than a zooming car

Can lift 850 times his own weight

Botfly

FATTEST

Tanzanian parasitic wasp

Polyphemus moth caterpillar

Is smaller than the eye of a fly

Can eat over 86,000 times his own weight

Rhinoceros beetle

For a bear hug visit: www.bearnibbles.co.uk or give us a growl on grrr@bearnibbles.co.uk BEAR, The Big Cave, Deepest Darkest Woods, PO Box 70712 London EC1P 1GL

Vote for your favourite at bearnibbles.co.uk/alphabites

There’s a letter from BEAR’s alphabet on the back of every box. Can you collect them all? Happy hunting.

Because coco nectar has a glycaemic inde it prevents craz and grizzly su keeping kids ful and fingers out o

BEAR

HARDEST WORKER Ant

So busy they only sleep for a minute at a time

who Should win World’s Best bug?

Grrr

SPECTACLED BEAR

No non break

FASTEST FLYER

cereal letters

Lays up to 30,000 eggs a day

TINIEST

PRETTIEST Blue morpho butterfly Coconut blossom nectar comes from the flowers not the fruit, so it doesn’t taste Has a dazzling like coconut at all. bright blue wing Black bears often sleep for 5 months without eating or drinking.

Our creepy crawly cousins are everywhere, with 40 tonnes of them for every person on earth. That's a lot of bugs. Actually, over half the species on the planet are insects, all doing jobs that help make the world work. So to thank these 6-legged-wonders, allow us to present our insect awards.

BEST MUM

BRAINIEST Sl th b Sloth bears h have a gap in their teeth to suck up ants and termites.

POLAR BEAR Lives: North America, Europe & Asia

clap

*Coconut nectar has a low GI of 35 vs 70 for refined sugars. Find out more at www.bearnibbles.co.uk/alphabites

Existing back of pack designs consisting of certain key characteristics which I feel set a great tone and theme which works great as a children’s educational cereal box. The simple, hand drawn illustrations allow for the children to recognise each individual creature and also allows for each illustration to have its own sense of character. The simple, un-detailed, illustrative style is also relatable to the children as it is how they themselves would illustrate pictures.

Coconut blos comes from th the fruit, so it like cocon

with no added nonsense

For a bear www.bearni or give us a grrr@bearnib

BEA The Big Deepest Dark PO Box London E

be de to Barco d at repro e replac

Competitor Cereal Packaging I think key elements, from a graphic design perspective, that would need to be part of the packaging design for childrenâ&#x20AC;&#x2122;s cereal would be a broad use of bright colours, some sort of cartoon like illustration and a child-like sense of humour. I aim to take these points and experiment with them in my design process for creating the back of pack cereal design.

Childrens Books Analysis As my initial research for the BEAR competition brief I decided to look at the illustration style and the way in which the illustrations are paired with the wording of the text in children’s books. I looked at a variety of children’s books which belonged to my niece. The narration is probably a bit too infantile for what the BEAR target audience would be but I think some elements such as rhyming could be incorporated in to my design. The illustration style is very simple and almost resembles what a small child would draw images like, I think this element would also work well as young children could relate to the simple drawings rather than them being highly detailed. The simpleness could also allow for the children to copy the illustrations, for example there could be a dialog box reading; ‘Why don’t you have a go at recreating the drawings of....’. This would be a good educating exercise for young children, making breakfast time a fun experience.

Childrens Books Analysis I also looked at books which had special elements to accompany the design such as pop up sections or flaps that opened up to reveal something within the actual page. These sorts of elements cant really be incorporated in to a cereal box design in the way they are within a book but certain aspects could. For example the illustrations could be cut out and then used in different ways, such as to create there own booklet to tell a story from the facts that were provided on the cereal box itself.

Childrens Books Analysis There was also a cooking guide book which was interesting as it was for young children yet the recipes were quite complex, there for the illustrations and the narrative are written in such a way that young children will be interested without it seeming too educational. I need to take these elements in to account when designing both my illustrations and accompanying narrative typography.

Childrens Fascination With Animals best before:

375

I aim to experiment with the rough, hand drawn, illustration style similar to the current illustration styles found on BEAR packs as I think, as mentioned previously, the children can relate to more ‘cartoony’ illustrations which also add a comical character the animals.

p lap cla c cla lap p

clap

Asiatic bears love playing in water and are very strong swimmers.

ASIATIC BEAR Lives: Asia

Polar P l b bears s ha have an extra pair of eyelids to act as sunglasses. Brown bears can eat up i t salmon l to 25 giant ad day.

Sun bears b have very long tongues to steal honey with.

SUN BEAR

Lives: South Asia

BROWN BEAR

Queen of Termites

Silkworm moth

Lives: The Arctic

SLOTH BEAR Lives: Asia

Has not 1 but coconut 11 blossom brains

Because nectar has a much lower glycaemic index than sugar *, it prevents crazy sugar highs and grizzly sugar crashes, keeping kids fuller for longer, and fingers out of the biscuit jar.

BEAR FACT

A panda d cub b is i 1600 times smaller than its Mum, so little it could fit in a teacup.

A spectacled bear has big white rings around its eyes that look like glasses.

BLACK BEAR

Lives: North America

There’s a letter from BEAR’s alphabet on the back of every box. Can you collect them all? Happy hunting.

STRONGEST

Flies faster than a zooming car

Can lift 850 times his own weight

Botfly

Rhinoceros beetle

HARDEST WORKER

Can eat over 86,000 times his own weight

So busy they only sleep for a minute at a time

For a bear hug visit: www.bearnibbles.co.uk or give us a growl on grrr@bearnibbles.co.uk BEAR, The Big Cave, Deepest Darkest Woods, PO Box 70712 London EC1P 1GL

Vote for your favourite at bearnibbles.co.uk/alphabites

There’s a letter from BEAR’s alphabet on the back of every box. Can you collect them all? Happy hunting.

Because coconut blo nectar has a much l glycaemic index than it prevents crazy suga and grizzly sugar cra keeping kids fuller for and fingers out of the b

BEAR FACT

FATTEST

Polyphemus moth caterpillar

Ant

who Should win World’s Best bug?

Grrr

Lives: South America

Lives: Asia

Is smaller than the eye of a fly

span 15cm wide

SPECTACLED BEAR PANDA BEAR

Tanzanian parasitic wasp

No nonsens breakfast

Alphabites are a deli healthy breakfast, h fibre with no added s salt. Instead of adding sugars, we use coc blossom nectar, t deliciously sweet sap the flowers of the co tree to make them na sweet and crunch

FASTEST FLYER

cereal letters

Lays up to 30,000 eggs a day

TINIEST

BEST MUM

BRAINIEST Sl th b Sloth bears h have a gap in their teeth to suck up ants and termites.

POLAR BEAR Lives: North America, Europe & Asia

clap

*Coconut nectar has a low GI of 35 vs 70 for refined sugars. Find out more at www.bearnibbles.co.uk/alphabites

One of my main ideas is to carry on the theme set by previous BEAR back of pack designs which is the theme of Animals. Children are always interested in the weird and wonderful facts to do with certain animals, also the idea of creating characters based on certain animals would really interest children similar to such popular brands like Pokemon or even the game Angry Birds.

Coconut blossom ne comes from the flowe the fruit, so it doesn’t like coconut at al

with no addedGrrr nonsense

For a bear hug vis www.bearnibbles.co or give us a growl grrr@bearnibbles.co

BEAR, The Big Cave, Deepest Darkest Wo PO Box 70712 London EC1P 1GL

bea r code

be de to Barco d at repro e c repla

Childrens Simple Jigsaws As part of my research in to childrens illustration styles and also the theme of interaction and prolonging breakfast time past just eating the cereal, I remembered the simple jigsaw boards that my two year old niece played with. I really like the simple illustrated caricatures of the animals and the bright colours used as this catches the eye of young children and keeps them interested. I think this idea could be incorporated in to a back of pack cereal design with slight changes such as the animals could be cut out and then the recommended activity for the children could be to draw and create their own background scene for the animals, similar to the jigsaw designs.

A is for... As the brief stated the letter on each back of pack design needed to be the â&#x20AC;&#x2DC;heroâ&#x20AC;&#x2122; and be the the main theme with everything involved in the design linking back to the chosen letter.

Ant Albatross Aligator Armadillo

Camel Cat Caterpillar Cheetah

Baboon Badger Bat Bear

Deer Dog Dolphin Duck

Animal Facts Idea I have decided to use different types of animals as my main theme of design as I think children will be interested in the weird facts meanwhile also educating them. I also aim to create a similar colourful, hand drawn illustrative style for the animals as this style catches the eye of the children and they can relate to the style more than highly detailed illustrations as it also adds an element of playfulness.

Existing Back Of Pack Template Looking at the existing design template for the back of the pack BEAR cereal, I decided it worked well and I envisioned it to suit the style of illustration I was going to be creating albeit with a few minor alterations as I experimented with my design compositions. I liked the simple beige background colour of the existing design as I feel it doesnâ&#x20AC;&#x2122;t distract too much from the main colourful illustrations I intend to design. I also like the idea of the speech bubbles as children will recognise this element from comic books and other childrenâ&#x20AC;&#x2122;s literature, making the design seem less like a cereal box and more like a comic.

Categorised Animals Idea As my main idea was to use animal illustrations I decided that an interesting theme I could use was to categorise the animal species similar to previous BEAR designs i.e. the bears and insects back of packs. I think this idea will offer some great knowledge on the certain species and it will also be interesting to the children to find out about all the different sub species within one main species.

Sketched Roughs / Layouts I started to sketch out some roughs to experiment with layouts and initial idea development based on the animal facts theme.

Sketched Roughs / Layouts

Chosen Letters and corresponding Animal Species I decided on the letters B, C, D and M with the animal species being Bear, Cats, Dogs and Monkeys. I decided on these as I didnâ&#x20AC;&#x2122;t want to choose too complex animals as the children will want to recognise and relate to the illustrations. I will try to find interesting yet quite unknown facts to do with each animal which the children will be interested in knowing.

B C

D M

Initial Pen Tool Illustrations Bear Species

I started sketching out animals within certain species groups in Adobe Illustrator. I wanted to experiment using bright colours and quite a rough, hand drawn style with little detail as to make the illustrations appeal more to children and to resemble child like sketches.

Initial Pen Tool Illustrations Cat Species

Initial Pen Tool Illustrations Dog Species

Initial Pen Tool Illustrations Monkey Species

Illustration Development Spiral Idea After creating the initial animal illustrations I wanted to experiment with the layout of them which is when I came up with the spiral illustrations. I like how the designs resemble the patterns found in a childrenâ&#x20AC;&#x2122;s kaleidoscopes, which also compliments the bright colours of the illustrations.

Illustration Development Spiral Idea

Illustration Development Spiral Idea Further development to the spiral illustrations adding more repetitions which further emphasised the kaleidoscope pattern style.

Illustration Development Spiral Idea

Typography Development Before I went any further with my design development I decided to look at different typography styles which I think would suit the ‘rough’ and playful theme I was going for with my illustrations and also leading off of current brand characteristics of the BEAR brand. I chose to focus on the more hand drawn typography style as I think the un - structured style suits the illustrations design style and also would allow the children to relate to the ‘rough’ playful style as all children don’t like being told what to do! I chose to look at two books as a starting point of inspiration and to see how different hand drawn type works in different context.

Research Examples Hand Job Book

Research Examples Playful Type Book

Font Experiments

Further Design Development Coloured Illustrations

Initial Back Of Pack Layouts - Bear Species

With my initial layout designs for the back of the pack I wanted to make the colourful animal illustrations the main focus which the children would be drawn to initially. To support the colourful illustrations and offer an educational aspect, I found interesting facts to do with the corresponding animal and tried to narrate the facts in quite a humorous way.

Initial Back Of Pack Layouts - Bear Species

I decided to stick with the same layout style on each back of the pack design, even for each different animal species as I think it will allow for the children to quickly recognise the brand while out shopping with their parents. Although I did want to experiment with the use of different colours in both the illustrations themselves and the supporting typography similar to the designs found in my initial research in to childrenâ&#x20AC;&#x2122;s illustration styles.

Initial Back Of Pack Layouts - Bear Species

Initial Back Of Pack Layouts - Cat Species

Initial Back Of Pack Layouts - Dog Species

Initial Back Of Pack Layouts - Monkey Species

Spinning Top Design Idea After I had started designing the initial layouts using the kaleidoscope like illustrations I got the idea to make the packaging even more interactive by turning the spiral illustrations in to spinning tops. This idea would add a further level of interaction and fun to breakfast time and also extend the theme of learning while having fun beyond breakfast time as the spinning tops could be saved to play with at anytime.

Spinning Top Design Idea - Existing Method Of Creation

1. Drawing & cutting of the disc 2. Piercing disc centre point

3. Decoration of disc 4. Creating pin

Back Of Pack Layouts - Spinning Top Designs

Spinning Top Mock Ups

Following on from my spinning top designs and the changes to layout of the back of the pack, I decided to actually make some rough mock ups of the spinning tops. I used a thick card to mimic that of a cereal box which the design was printed, the card also had to be thick as if it was too thin the spinner would not have sufficient weight to spin. I wanted to use an everyday item or something that was easily purchasable and cheap for children to ask their parents to buy so I decided on using a kebab skewer.

Spinning Tops In Motion

Box Net Mock - One

Box Net Mock - Two

Box Mock Up Bear Design

Box Mock Up Cat Design

Box Mock Up Dog Design

Box Mock Up Monkey Design