Joe Warburton & Luke O’Brien - YCN Graze Brief
Presentation Board #1
The brief The Graze brief required us to re-address the aesthetic of the box to help it communicate the values of the company. Alongside this we were challenged with the reinvention of their logo, and marketing campaign to help Graze reach a greater audience.
The solution We have stripped back the Graze aesthetic and recreated the logo basing it on a simple and clean approach. We have also tried to communicate the extensive product range and artisan tone of voice through minimalistic iconography.
Joe Warburton & Luke O’Brien - YCN Graze Brief
Presentation Board #2
Background
Brief
Solution
Graze, put simply, is ‘nature delivered’. It is promoted as a healthy and nutritious snack alternative. With weekly or daily deliveries, you can personalise your order to suit your needs by selecting what products you’d like to ‘try’ or ‘bin’, for example.
The Graze brief required us to re-address the aesthetic of the box to help it communicate the values of the company. Alongside this we were challenged with the reinvention of their logo, and marketing campaign to help Graze reach a greater audience.
We have stripped back the Graze aesthetic and recreated the logo basing it on a simple and clean approach. We have also tried to communicate the extensive product range and artisan tone of voice through minimalistic iconography.
Joe Warburton & Luke O’Brien - YCN Graze Brief
Presentation Board #3
Target audience
Print processes
Colours
Our target audience are young professionals working in office environments. This is the focal point for the minimal and stripped out aesthetic.
In order to achieve a minimal approach, cut production costs and environmental impact, we have used a limited number of colours, one spot colour for the box and one for the stickers as opposed to the current CMYK colours.
Solid Uncoated PANTONE Yellow 012U Solid Uncoated PANTONE Bright White
Joe Warburton & Luke O’Brien - YCN Graze Brief
Presentation Board #4
Stickers
Inserts
Product packaging
To help retain Graze’s tone of voice, we created stickers that serve as both a visual stimulus and a functional item.
With your first Graze box you would normally receive an information booklet about Graze. We have decided that we would take that idea and turn it into something useful directly targeted at our audience-a notebook. We have stripped out Grazes nutrition booklet helping to strengthen the new visual identity.
We have stripped back the aesthetic of the packaging to showcase both the products in the box and also the range of products Graze offer through the use of icons.
Joe Warburton & Luke O’Brien - YCN Graze Brief
Presentation Board #5
Direct mail marketing campaign
Target audience
Idea
Smartphone app
We intend to send a small taster Graze tub directly to offices and businesses to create a buzz about Graze. This will then tie in with the launch of a Graze app.
Our primary target audience are young professionals working in an office environment.
The idea behind the taster box is that Graze could send multiple boxes containing one of Grazes many products to offices encouraging them to engage in a dialogue with their colleagues about Graze.
We would like to propose that a smartphone app is made that uses the same interface as the Graze website. This app will help the target audience to interact with Graze on a new level.
Joe Warburton & Luke O’Brien - YCN Graze Brief
Smartphone application The smartphone application will work in much the same way as the website, however we would propose it be kept simple and free from clutter.
Presentation Board #6
Joe Warburton & Luke O’Brien - YCN Graze Brief
Presentation Board #7
Contact details Joe Warburton - jw95164@students.leeds-art.ac.uk Luke O’Brien - lo96385@students.leeds-art.ac.uk