the
live brief Creative Challenge “How can we creatively bring to life our ethos of ‘done properly’ to our customer? We want to consider the daily touch points of our customer’s life where they will be most receptive to engagement. How can we creatively connect with them in these moments and give them a memorable burst of our brand and beliefs. This could be in the form of a campaign or piece of communication in a more traditional sense, or it might be an altogether more radical physical engagement or experience. This is deliberately a very open brief, and we’re interested in your individual interpretation. If you are studying animation, you might want to think about how we could bring our illustrative world to life. As an illustrator, you might want to extend the narrative of our pack design. If you are interested in consumer experience, you may want to revolutionise the corner shops we are stocked in. As a brand we want to challenge the status quo, so welcome creatives from all disciplines.” Creative Considerations “• What are the places and spaces that we can best connect with our audience? Consider their journey to work, their desk environment, their online interactions, their daily excursions and their experience in our stockists. • What do you think exists in the world that could be improved by being ‘done properly’ and what scope is there for PROPERCORN to own this process? How can we bring
our brand to life in moments where something is being ‘done properly’ for the first time. • A key area for us is in-store. We welcome ideas on how we can bring our brand to life in a shop environment. This ranges from independent delicatessens, cafes and shops to office canteens, corner shops, pubs and bars, to nationwide supermarkets. What are we doing to empower the people that work in these places to communicate our brand? Feel free to think small, or think big. You may even want to think about a specific shop that is local to you. • Is there some kind of reveal, or pay off for the customer in engaging with your idea?” Mandatories “Your ideas should be faithful to our brand, encouraging awareness and loyalty. They should also be commercially viable, in the sense that they could be made to happen. However, please don’t let this limit your creativity, we’d rather you thought big. The PROPERCORN logo and pack shots are included in the Project Pack (downloadable from the YCN website). You are free to incorporate these into your work if appropriate.” Deliverables & Additional Information “Please adhere to the main deliverables information found at the YCN website. All additional elements referenced in the brief can be found in the Project Pack at the YCN website. For a steer on our behaviour as a brand, please refer to our Instagram feed. Our website is very much under construction.”
ABOUT
PROPERCORN “We believe that everything should be as good as it can possibly be. That’s what we mean when we say ‘done properly’. This mantra underpins everything that we do as a team and aids our creative thinking. It isn’t flawless or perfect; it’s a dedication to detail and uncompromised effort, a commitment to deliver everything with passion and a personable edge. It’s always the best possible version. It’s why Cassandra set out to create a snack that is genuinely tasty and leaves you satisfied, without that guilty feeling. It’s also why our packs are vibrant and hand-illustrated. They are designed to stand out on shelf and set us apart from the rest of the snack category.
popcorn is predominately eaten on-the-go but is also available in a sharing sized pack. Having launched in October 2011, we are now an ambitious team of 16 under 30’s. Bursting with entrepreneurial spirit, we have very consciously positioned ourselves as a lifestyle brand and strive to communicate this in all that we do. We’re the Official Snack of London Fashion Week and have natural ties within the Arts, Film, Music and Fashion industry. In the last 3 years, we have sold over 13 million packs of popcorn and can now be found in 7,000 stockists across the UK. Largely considered as the aspirational snack of choice for the everyday shopper, PROPERCORN can be found in the likes of Waitrose, Ocado, Tesco, Boots and W H Smith, whilst retaining demand in premium outlets such as Whole Foods, Planet Organic, Leon, Chop’d, Selfridges and Harvey Nichols.”
If we were to brand a black cab, we wouldn’t just skin the outside of the taxi with our branding. If done properly, the inside of the taxi would be as beautiful as the mass-facing exterior; we would consider the passenger’s comfort and the needs of their journey. We wouldn’t just see it as an advertising opportunity. From this given on the YCN Brief and my initial research when creating my moodboard, I found Propercorn to be a We often gift journalists and bloggers with our popcorn. fun-loving and exciting brand that are open to fresh ideas. Done properly, this should always arrive in a beautifully They’re designs and bright popping colours and have packaged box, with a hand written note on the reverse an illustrative unique approach designed by Zoe More side of an illustrated postcard. o’Ferrall. The brand offers a healthy option of tasty snacks with their own one of a kind flavours. They are 80p per We pride ourselves on making sure that our popcorn is bag on average which is a decent price as a chocolate delicious and that every pack is guilt-free; low in calories, bar or bag of crisps would cost around the same. The tone high in fibre and gluten free. Our popcorn is available in of voice they use is friendly and approachable with light 5 naturally seasoned flavours; Lightly Sea Salted, Fiery hearted humour, ensuring customers feel they can connect Worcester Sauce & Sun-Dried Tomato, Sour Cream & to Propercorn and feel engaged on their level. Chive, Sweet & Salty and Sweet Coconut & Vanilla. Our
target
AUDIENCE “Opinion formers, young professionals, 20-35 year olds. They are; time-poor, urban, health conscious, culturally savvy and have an appreciation of the arts. Our product and packaging naturally appeal to women but we aren’t driven by this.”
decor, and mainstream advertisement. They may engage with public installations or shop windows, floor decals and carrier bags etc. Time poor people may notice P.O.S stands as they nip into convenience stores for quick snacks. Health conscious people may notice ads in the gym, television, health magazine or websites, or in the supermarket. Looking at Propercorns description of their target market Culturally savvy or people who appreciate art may see things I have thrown together a mood board to help me visualise while exploring on day trips, at museums, art galleries, craft it. As the audience is quite specific, it saves me much time stores, independent fashion stores or small crafty events. having to think about it myself. Considering this, I have thought about what could increase engagement with the audience. People travelling to work and urbaners may notice train adverts, bus stops, vehicle
competitors
on the market The first thing I need to do before sketching some initial ideas is to compare Propercorn to it’s competitors. Popcorn is seen as a healthy snack as opposed to crisps and biscuits. I have researched other existing products on the market, mainly popcorn but also including ‘light’ versions of crisps and other healthy bagged snacks. Aesthetically, most popcorns brands use bright colours, featuring photography of the popcorn on the cover. Home brands tend to use simple design with just text and a little colour, where as popular brands such as Butterkist and Metcalfes are much more exciting and appealling. Propercorn want to stand out from the shelves in stores rather than blend in with the designs. This is why they have a unique design approach using hand drawn illustrations to keep it funky and friendly.
One thing I noticed that Propercorn have that others don’t is the variety of unusual flavours. Most brands seem to sell just sweet and salty, caramel, or black pepper flavours, however Propercorn have a range including Coconut & Vanilla and Orange & Ginger. This is something to bare in mind and it creates diversion and individuality that can be used to capture peoples curiosity and interest. I also noticed Metcalfe call their popcorn ‘skinny topcorn’ which implies it’s good for weight watching and it’s top of the market. Tyrells also call theirs ‘Proper Popcorn’ which is very similar to Propercorns name. My aim is to show people that Propercorn is the ultimate popcorn and beats the others on the market. Propercorn want people to pick their product over others.
popcorn
done properly So What is ‘Done Properly’? After breaking down the brief, it is clear that Propercorn are hoping to bring to life their motto ‘Done Properly’. I have decided to do my own research of Propercorn to determine what this exactly means. To put it bluntly, it means exactly what it says! I realise that not only do they mean they make the Popcorn properly with it’s healthy bonuses and handmade flavours, but they do everything proper from the process to delivering the goods to customers.
whole process from cooking to consumer. Hopefully this will give me clear visuals of what message we can send out to the audience to show the true values and effort of the brand. Here I have sketched out the process of making the corn and getting it to the customers. I have illustrated it simply to show the cycle at a glance. This could be one message useful to inform the customers and people always like to know how their food has been created. I think the idea of showing them adding ingredients, packaging and shipping to customers would be a nice idea as makes people appreciate the effort gone into the product, although there is much more than meets the eye!
Done Properly means that the team put in 100% effort with everything they do to ensure that goal is achieved. They go On top of this, ‘Done Properly’ has more meaning to it than the extra mile to ensure everything is done right! just the team and the brand. It can be seen as a lifestyle The aim is to get the message across to consumers about choice, showing everything done properly - with popcorn of the ethos of Propercorn and their saying ‘Done properly’. I course! Flick to the next page to find out more. decided to document the stages of Propercorn to show the
process
done properly
popcorn
done properly What Else Does it Mean? On top of the teams ethics and production, ‘Done Properly’ can be seen as a lifestyle. This could be where Propercorn can capture the motto.
Propercorn can reach out to almost anyone as it has such a wide audience. Specified in the brief, the audience they are aiming for are “Opinion formers, young professionals, 2035 year olds. They are; time-poor, urban, health conscious, culturally savvy and have an appreciation of the arts.” This Done Properly could be anything done with Propercorn! From gives a wide spectrum of people and places to consider snacking at the cinema to pack lunches for the children. A when coming up with a pitch. Post work-out snack or commuting to work. Done properly would mean involving Propercorn to help you crack on with Here I have mind mapped possible situations that can be your day. It’s sweet taste and healthy values is just what you ‘Done Properly’ with Propercorn. need to perk you up. I have considered the target audience to help generate Thinking about these situations would be useful in creating ideas. This includes trips such as going to the beach or a campaign for Propercorn as people would be able to simple train journeys to been a convenient desk snack or a relate to something. An advert on the train to University healthy treat. or at the bus stop, or even in gyms or fashion magazines.
promotion
spreading the word Current Formats Propercorn also engage customers with competitions From my research I have gathered what I can ďŹ nd about enabling fans to win bags of their popcorn for free. This is a great way to get people involved and taste their new Propercorns current forms of getting out there. products. Social Media is properly their strongest form of communication. Propercorn advertises through Twitter, Propercorn also have pop up stands at events and on the Instagram and Facebook which are the most popular online streets of London. This is another great idea is gaining communication tools at the moment. Their instagram gives physical interaction. People passing by would be intrigued a genuine fun face to the brand and allows other users to and are more likely to interact if approached. Their stands interact with them. They post frequently to keep people are bright and colourful and offer samples to try for free! aware of their existence. Another thing I noticed is the use of hash tagging. Hash Possible Formats tagging is very trendy at the moment and makes related After brainstorming I have come up with multiple ideas of topics easy to ďŹ nd. This could be used much more often to how they could spread the word further. create a stronger campaign across all media.
development
initial ideas Here are some of my initial idea’s I have come up with to help Propercorn promote their idea of ‘Done Properly’. I have chosen my top three that I feel correspond to the brief in an appropiate or exciting matter which I can develop further to create an interesting campaign. Promotional Store Package My most obvious but one of my favourites has to be store promotions. I like the idea of creating dump bins with a meaningful message and signs to point customers in the right direction of proper snacks. This could also include a balloon display around the shelved popcorn which customers can take away and find out more. Hotspot Posters This idea is to capture the attention of potential customers in their imediate environment such as on the train travelling to work, stands outside convienience stores, or even adverts in the cinema. It will involve a series of posters to show occassions or everyday situations can be ‘done properly’ with Propercorn. Easter Egg I’m quite fond of this idea as I feel it could take the brand to another level and appeal to more people rather than just health concious and time savvy people. Propercorn could get involved with the seasonal markets with an Easter package based on their flavoured popcorn. The only downside I see to this is that Propercorn are hoped to be seen as a healthy snack and creating an Easter Egg would no longer be such a healthy option.
development
developing ideas After have deeper thought into effectively suiting the breifs requirements, I decided to take my strongest ideas forward. Easter Egg These quick ideas have helped me decide what path to take After been inspired by YCN 13/14 winners Jade Coleman & Loty Ray with their Fedrigoni paper cut outs (see right), as I now have a stronger vision of my chosen idea. I thought this would make a great design for an easter box with popcorn patterned foil covering the egg. However this Promotional Store Package Although this would be great to direct new customers to goes against their idea of Propercorn been a healthy snack. a healthy snacking product in supermarkets, I feel this After a discussion with my tutor about my ideas, I managed lacks cleverness to get the message of ‘done properly’ to combine my idea of illustrated paper cuts outs and across. The idea (bottom left) was to have large paper occassions been ‘done properly’ and create a new concept. cutouts surrounding the display with popcorn filled ballons for customers to take away as samples. There would also Occasions Done Properly be signs and floor decals to point customers in the right Inspired by my ideas of occassions done properly, posters and 3D illustrated paper cut outs, I developed an idea direction. which would include 3D paper illustrations in a box which would then be photographed for print. With this idea I will Hotspot Posters I felt this was a good idea to capture a wide audience as be creating a series applying different designs and colour there are several places that would catch the attention of schemes for various flavours promoting the product for existing and potential customers such as stores, malls, occassions such as Mothers Day, Red Nose Day, Halloween, and public transportation. In the top left, you can see my Easter and so on. I feel this idea has the strongest concept rough experiments with this idea of things been ‘done as it takes an unusual approach in design, invovling crafts properly’. This could be anything from going to the beach to which I feel would suit the hand drawn type and illustrations commuting to work. I then had another idea of using various of the packaging. It also gives people the impression that bags of different social groups (e.g business men, students, Propercorn is for all occassions and no occassion is done etc.) or going on trips such as cinema and dates, showing properly without Propercorn. Although Propercorn has a that they are prepared for any occassion with their popcorn specific target market, it doesnt mean to say that they can’t packed. However I have combined this idea of occassions reach out further as it is a snack that people from all ages, backgrounds and interests can enjoy. done properly with my easter egg box idea...
Poster concepts for hotspots
Inspiration:
Runner up of YCN Fedrigoni Breif 13/15 by Jade Coleman and Loty Ray
Paper cutout illustrations by Bomboland
initial ideas
concept poster Here are my rough poster concepts so you can see them more clearly. I like the idea of making something in which the customers can relate to. It gives it more of a personal approach. I may develop these idea’s further while experiementing with other scenes, personas and colours to suit the avours.
illustrator
zoe more o’ferrall Zoe More O’Ferrall is the illustrator of the packaging of Propercorn. Although I’m not too keen on the designs on the packets at the moment, - as I feel the plain background doesn’t compliment the illustrations as well as they could, after looking at her website I fell in love with her work. I love her eye for detail and her simple colour schemes. Her designs have a very intricate feel to them, very ditsy but with a strong impact.
something myself that works well with Zoe’s work so that the aesthetics run fluentlly through out the brands products and advertisements. Zoe approaches her designs first by hand, then using digital software to add colour and finalise. This is also how I prefer to work so using Zoe as inspiration shouldn’t be so difficult. My idea is to create a 3D paper illustration poster to promote occassions which I feel Zoe’s style would work great with if a little more simplified. Hopefully the two styles I decided to look at her work as Propercorns brand will compliment each other very well to make a beautiful has taken a shine to it. Hopefully I will be able to design design.
PAPER ARTIST & ILLUSTRATOR
MATTHEW ELLERO
Matthew Ellero is a freelance paper artist and illustrator from Raunds, UK. I noticed his work as he tends to use fine lines and black and white outlines illustrations. This has a strong connection with Propercorn. It also helps me visualise how the Propercorn may look once added colour as he has before and after images when painting or inking.
page) as he has a beautiful mix of floral decoratives and hand written type. I think they compliment each other so well and the 3D dimensions are just a bonus on top of this.
Ellero’s work inspires me to think more creative through crafts rather than work digitally to produce something flat. I could potentioally bring Propercorn’s brand ‘to life’, not I particularly like his Book cover (see top middle on right through animation but through a 3D paper crafted scene.
PAPER ARTIST & ILLUSTRATOR
JAYME MCGOWAN
Jayme McGowan is yet another paper artist and illustrator that caught my attention. I ďŹ nd her use of colour bold and eye catching. Rather than just using pens and paper, she adds textures and patterns which enhances the dimensions of the designs. I feel the 2D elements have a strange at but 3D look to them. I absolutely love the idea of stacking paper elements to create a lively scene. It gives it a sense of movement and wonder.
each layer. Her creative process allows her to experiment with the clashing of styles, using her imagination to create the most interesting peices.
Jayme McGowan has worked for a number of top clients including The New York Times, Tree Top, Healthy Advice Magazine, Small Magazine, The Coffee Bean & Tea Leaf, Canadian Family Magazine, News & Review, and New Scientist. On her website she talks you through the process I absolutely love the mixture of textures that Jayme McGowan she goes through to create her wonderworld scenary, combines in her paper scenes. It adds the extra touch of the providing helpful tips on crafting yourself. handmade feel while creating contrast and balance between
paper artist &
illustrator: bomboland I first came across Bomboland when searching pinterest out all the peices and arrange them so cleverly. I love how for inspiration. I have seen lots of paper art in the past but the use of textured paper adds depth to the designs, using Bomboland seems to have their own unique approach. patterns, gradients and individual cut out peices layers up instead of just using single large printed sections. They have Bomboland has worked for clients such as Wired, Nokia, really mastered the art of crafting. and The Washington Post. His outcomes are limitless, from web design, magazine and book covers, installations and Inspired by Bomboland and YCN Fedrigoni Brief winners advertisements, his work is so detailed and carefully thought Jade Coleman and Loty Ray, I hope to design a concept about that it’s almost hard to take your eyes away! with these in mind which promote the idea of ‘done properly’ occassions with Propercorn. I will also be looking at Zoe Instead of been organised stacked layers of paper, More O’Farrell’s illustrations in hope to keep the brandings Bomboland weaves paper in and out of layers to create an style running fluently through out their advertisements. illusional real 3D look. It must take a steady hand to cut
final ideas
the package Here is my ďŹ nal idea ready to build into prototypes. The idea is to create a campaign which can run all year long and mould itselfs to suit various holidays and occassions, promoting the idea that Propercorn is suitable for anything, small or big!
used to replace the suitcase style boxes to stack in stores, and also a pamplet which can be placed in leaet holders at the till areas and attatched to popcorn ďŹ lled balloons which will be handed out as samples on the streets to lure in potential consumers.
The set will include an A1 poster which can be resized for The next stage of my development will be to chose an different formats such as bus stops, magazines and posters appropiate theme and experiment with colour and styles to in malls. I will design a matching box/packaging which will be base my campaign around.
development
advertisement sketches As I am thinking about creating a theme using the same imagery from my papercuttings, I decided to crack on with the poster design first. I have chosen to go with the idea of basing it around the themes of annual events and holidays so that customers can relate to the campaign and it’s puts Propercorn in the idea of been necessary for all occasions. Here are a few ideas I though would be visually pleasing and help to engage the customers attention: • Mothers Day • Fathers Day • Christmas • Valentines Day • Boxing Day • New Year • Easter • Pancake Day • Shakespear Day • Red Nose Day • Bonfire Night • Halloween • St Georges Day • St Patricks Day • Grandparents Day • Birthdays I decided to sketch up some designs based around Mothers Day and Easter as they are upcoming, as well as Birthdays and Valentines Day. My final choice was to go with Mothers Day as I think it has the strongest visuals and it is something most people relate to of all ages and can show appreciation through the small things in life - popcorn!
development
advertisement sketches Here you can see my development of illustrations for the Mothers Day poster. The ďŹ nal idea will be made into vectors which I will then print as a template to cut out and assemble. This will then be photographed and used for a variety of formats such as large hotspot posters, bus stop signs, and possibly billboards. I may also be incorporating it into the packaging and balloon ideas so that the design runs uently throughout the brand and pulls together to make impact.
development
advertisement vectors Hotel as they have a nice flow and have a more clean and mature look than the others. Although I felt hanging letters and Bellaboo would appeal to younger consumers hoping to spend their weekly allowance on a small gift for their parents, the target market is 18+ and so catering to a younger audience wouldn’t meet the breif requirements. Colour After analysing these, I feel flat bold colours would work For the bunting, I chose a font which was similar to the one the best and a simple background that won’t take away used by Propercorn as their motto ‘popcorn done properly’. focus from the popcorn. Using a completely black and white This was to help the branding run fluently through it’s media. illustrated poster would not be eye catching at all, it looks Style more like a business type rather than a food brand. I chose to go with a purple, pink and orange colour theme for Here I played around with the outlines, stroke thickness, the flowers as they are bright and lively, just like Propercorn. colour and compositions. I thought a simple blue sky would I also feel they would compliment each colour of the popcorn work the best as it is less distracting towards the other art flavours so it didn’t leave me restricted in which flavour I work. I considered using cotton wool when photographing to create a 3D cloud effect and a mixture of textures. I also could be advertising. thought it looked the best without the stroke lines as it had a more crisp mature look to it. I will definately not be using Type As it is a hand drawn design and will later be hand crafted, a black and white theme like the illustrations as it looks I thought a script style font would suit the style well. My washed out and doesn’t pop out and bring the brand to life favourites have to be Pacifico, LeckerliOne and Grand like the others. Once sketched out my final design, I scanned the drawing into Illustrator and began to trace the outlines. Here you can see my variations of colour choices and styles and experimented typography.
LeckerliOne
PaciďŹ co
Bellaboo
Landliebe
Grand Hotel
Hanging Letters
development
advertisement prototype The next stage was to get my design into production. Here I encountered a few problems. I first built a prototype by printing off my design onto A4 paper with all the layers seperated, ready to cut out and stick together. However the paper was sturdy enough to test out, so I took my idea to Queen Street Studio where I could talk to the technicians.
out and paint them myself. I opted to paint them myself as it gave me more freedom to experiment further with colour and texture and I thought maybe the hand finished look will compliment the hand drawn styles of Propercorn.
I set up my illustrations using black and red strokes ready to be cut and engraved by the laser cutter. Once these had Apparently we don’t have the equipment at university to print done, I painted each section using acrylics and added detail and cut out as the machines aren’t able to line them up to such as the patterns on the orange butterfly by hand. You be accurate. Instead, my options were to either have them can see the process of this on the next couple pages. printed and cut them out myself by hand, or to have them cut
development
PROCESS & ASSEMBLING
assemblage
final design I am quite pleased with how my design turned out, especially after the issues I faced. I feel my outcome suits what was asked from the brief well as they wanted something which promoted the idea of ‘done properly’. I thought about the different perspectives I could take this and decided to think outside the box rather than take an obvious approach. My design implies the message that no occassion will be done properly without Propercorn, making it a ‘must have’ all year round. The focus of the campaign also allows it to run consistently as there is always occassions and holidays to celebrate in the UK and the campaign will build excitement and spark interest in the product coming up to the celebratory occassion. I feel my design is quite bold and strong and fits the requirements of breif to bring Propercorn to life even though it hasn’t turned out as expected
have chosen to edit has covered the calorie contents on the front of the Popcorn. However, this can quickly be changed if I had enough time to photograph it all over again.
This project has been refreshing for me as I haven’t taken part in a live brief before and so I feel I have a better insight into ‘real world’ briefs. It has also been nice to see what big companies look for and take part in the competitive side of the design world. I feel I have improved my knowledge in ‘real’ design projects as well as my technical and craft skills. Although at time’s I have found the assembling and handons approach quite stressful, it has been an experience to step away from the digital side of graphic design and create a really unique and personlised approach. I have improved my artsy skills such as 3D modelling and painting, while also been able to practise my photography and photoshop I did encounter a few issues with my project. I realised after skills to change the format into a poster. setting up my cut outs ready to be photographed, that the background should have been wider than the foreground If I was given more time for this project, I feel I would have as you could see the edges of the box. At this point I was been able to create a strong campaign revolving around my quite disencouraged as I had come so far and felt it was design. I would have included packaging, store POS and all a waste of time. However, once I photographed it from pop-up event props & samples. With all these running at various angles and tweaking positions, I used photoshop the same time, it’s bound to draw in more customers and to edit the perspectives and use the close tool to hide any get people taking about the product, it would be hard not to mistakes. Doing this has mishapes the text a little and some notice aswell as the power of social media to encourage it. of the props, however it is the best I could do with the little However, you can see the rest of my efforts and idea’s over time frame I had left. I have noticed that the photograph I the next few pages.
development
balloon sketches As part of the campaign, I would be creating popcorn filled balloons with attatched pamplets that will be given out on the streets, in malls or outside supermarkets as samples for potential consumers to ‘try before you buy’.
will begin to wonder what it’s all about and hopefully try to get involved. Alongside this I would like to either have a popcorn pattern in white against a bright base colour for the balloon, or a clear balloon with the type in black and floral patterns ‘growing’ up the sides. The balloons could even be I have sketched out some ideas that will hopefully catch colour coded to the flavour of the contents in relation to the peoples interest while still fitting in fluently with the rest of packaging. the campaigns design. There would also be an attatched information leaflet for The strongest idea I feel is to have the hash tag of ‘done consumers to read about Propercorn and see what other properly’ in large text as this will get noticed and people flavours are available.
development
pamphlet sketches Here I have sketched out the initial idea’s and layout’s I would be using for my pamplet which would be attatched to the sample balloons. I considered various shapes and sizes aswell as the idea of a little evelope almost like an invitation or greeting card which would inform the customer about Propercorn’s other products.
development
pamphlet prototype Here is my finished design for the pamplet. I chose to simply go with the design I had already created so that the campaign ran in unison with each aspect. The pamplet is bi-folded and opens up to show other available flavours and tell the story of Propercorn. The idea of this is to inform more people about what Propercorn has to offer. On the reverse of the pamplet is the social media where you can get involved or contact Propercorn, along with the hashtag ‘done properly’.
These pamplets can be put in holders at tills or near the snacking area in stores, or attatched to the balloons when been given out as samples. Although I feel these aren’t as creative as some of the ideas I came up with, I feel in this case that simple would be better as I can use the same style of design creating a stronger face for the campaign. The are small and compact and can be resized for other purposes.
final design & analysis
the package
Although I haven’t managed to create the whole set I was hoping for due to the limited time frame, I am really pleased that despise the issues I came across, my design stands out and meets the requirements of the breif. The breif asked to bring the ethos of Propercorns ‘done properly’ to life and I feel I tackled this from a different angle. I Propercorn to be a part of everything and to imply that nothing is done properly without Propercorn. This inspired me to create a campaign which will hopefully make the audience feel that everything should be celebrated properly with Propercorn. I based my theme around Mothers Day to present an example of how this would work. I was hoping to create a larger set of outcomes from packaging to advertising to raise awareness and get people involved, however I have only managed to finalise the poster and pamplet. Through out this project, I had a few technical issues such as limited equiptment to fulfil my initial ideas of printing at cutting at Queen Street Studio, then the box been sized wrong for the Photographs. However, I have managed to make the most of these bad situatioins by tacking the printing
issue with hand painting and using Photoshop to mask the mistakes. I feel the project has turned out really well despise this as it still has a crisp, fresh and bright appearance that would stand out against competitors aesthetics on the market. After completing my designs, I feel my skills in hand crafting, moddelling and Photoshop tools such as cloning and transforming, have progressed and that I am much more confident in using these approaches in the future. It is important to step away from the digital side of things sometimes to try new things and learn other techniques. My favourite outcome is the bus stop advertisement as I thing the 3D depth is really brought out here. It looks asif the paper cut outs are actually inside the glass and almost makes you want to put your hand through to see if it’s real. The colours are eye catching and send out positive vibes. The best thing about my design is that it can be formatted and resized to suit other medias such as magazines and leaflets. The campaign is also designed so that it can adapt to each occassion throughout the year, from Halloween to birthdays, it will remain strong annually and hopefully become recognised as a must-have for each celebration.