97% of the bread that you can buy in shops today is manufactured in such a way that it provides little nutrition and does not come close to the experience, variation and flavour that you get from real bread.
FINAL MAJOR REALISATION A QUICK BREAK DOWN OF THE KEY ELEMENTS
Staple is a brand and quality assurance mark that aims to increase the presence of good, high quality bread, in a market dominated by mass produced low quality product.
It does this by marketing the collective output of many independent bakers to a large range of independent re sellers. Staple’s endorsement of bakers, the staple mark, ensures that the bread they produce is of the highest standard, both in terms of ingredients and processes. Staple endorses the baker and the baker’s bread endorses staple. Staple the brand stands against the notion of artisan bread, what is called artisan bread is just bread that has been made properly, how it always was made and how it always should be made. It’s not special it’s just a staple and it’s for everyone, not just those able to pay for the “artisan” price tag.
staple.
FINAL MAJOR REALISATION PHYSICAL TOUCH POINTS
As part of the overall service, a few touch points were singled out as key areas to design for in order to enrich the process of buying, eating and identifying staple bread. First and foremost is the staple mark itself - given to each baker upon graduation from a staple accredited school of baking or if a practicing baker already, when officially accredited by staple. The mark carries the bakers name and the staple brand, locking the marked product into a bond between baker and staple where one endorses the others quality to the consumer. Along with the staple mark are a couple of enriched touch points that improve the overall experience of eating staple bread. The bread bag is the bread’s home both in the kitchen and at the shops, it protects everything else from your bread and your bread from going off, co-branded with the baker that sells it, it acts as a billboard for the brand and baker raising people awareness of great bread. The bread board is designed to make the process of learning to cut staple bread less challenging. The board houses a great knife and has perspective guides to help the user cut straight slices, the percieved challenge of which often puts people off from buying it.
FINAL MAJOR REALISATION Who cares?
There are three main benefactors from the staple brand: The Producer Each endorsed baker has their product marketed by a brand that wants to get as much of their bread sold as possible. They align their bread with the highest quality and enter a community of bakers, retailers and consumers who care about quality. They also benefit from collective benefits like group purchase and distribution and price matching and work pooling. The baker gets direct recognition for their labour. The Retailer The retailer can tap into an ever growing market and get access to the best product available. Product that sells itself. The Consumer The consumer gets access to great bread and at a real price not at a hugely inflated “artisanal” price. They can learn about the British bread industry and why it is in the state it’s in and can easily find great bread. Other indirect benefits include the enrichment and growth of a dying trade and near dead industry. Staple accredited education feeds the profession. Overall staple’s presence means more people eating and expecting great bread and more people able and wanting to make it.
CJ1 SUMMATION Where we left off
At the end of CJ1 I had highlighted the three areas of physical product development;
The staple mark - some way to mark the bread produced by a baker and show its provenience.
A bread board - a cutting assist but aesthetically pleasing object, sold alongside bread to subsidise income and enrich bread eating experience. A bread bag - a home for the life of the bread at the shops and at home providing a billboard for staple’s brand and the retailers of its bread. I had decided to produce a quality assurance mark that worked primarily for independent bakers to champion them and their product and increase its market share.
HOW TO READ THIS DOCUMENT A QUICK BREAK DOWN OF THE KEY ELEMENTS
This is a very literal representation of my train of thought. It will run through the entire document and signpost when things happen, why they happen and what I do as a result. It gives an honest retelling of my thought process.
S
S
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These marks represent the relative success of my efforts. As its very difficult to learn nothing from any individual activity they are all marks of success
EVENT The bold line represents the physical events and realisations that occurred along my journey
CONSIDERATION The middle line represents my consideration of the events occurring on the bold line and how they will affect my project going forward.
REFLECTION The bottom line represents my reflection on the work that I have done and how I feel about the direction that my project is moving in.
INDEX Bread board V2 V3 V4 Packaging
Staple Mark 20 26 40 48
V1 V2 V3 V4
22 38 56 60
Bread bag V1 V2 V3 V4
28 32 46 64
validation Business Interim Bag French Oven Blakes Last Supper Matthew R Reflecrtion
14
Brand Function 16 30 34 50 52 62 68 74
Ecosystem Website Storyboard Branding Posters Business Plan Video
18 36 42 44 58 66 70
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MEETING
THE BUSINESS-MAN JOHNNY STRETTON-DOWNES EVENT I took my preliminary branding and business structure ideas to my friend Johnny and discussed my reajectory fro the rest of the project. He stressed the importance of clearly understanding the ecosystem of a brand and its cash flow could it actually break even?
CONSIDERATION Johnny urged me to make the brand a reality and we ended up spending the afternoon visiting the independent cafes of Newcastle taking to managers and getting contact info.
REFLECTION Johnny’s dogged pushing to make me look at my idea more seriously was very tiring, nevertheless it was invaluable in helping me see what I really need to do. Going out and talking to people as always was very interesting and rewarding and ultimately resulted in meeting the manager at Blakes Coffee.
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“Just have a crack at it man, its not everyday a great idea presents itself to you ” JONATHAN STRETTON-DOWNES
BRAND ECOSYSTEM
How does it all fit together? And what am I making for who?
Collective Purchase
Regional baking collective. Cash flow.
Physical product movement.
Responsibilities.
Consu re-se Professional education standards
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staple.
Collective distribution
umptive ellers
Education of consumer
Whole product re-seller
Consumer Endorsed Product
Touch Point Development
BREAD BOARD V2 More Function For last iteration see CJ1 - V1 was flat ply with lasered pattern
EVENT
Based on the success of the perspective guide on the bread board V1 I wanted to investigate what other functions could be incorporated while maintaining the perspective pattern.
CONSIDERATION
The features I hoped to add were closely linked the nature of good bread, namely thick bases and being crumbly when cut. Some sort of crumb catcher and some abillity to get below the cutting surface, making the end of the cut, through the thick base, easier.
REFLECTION
This sketch model was promising, mainly it functioned to show that the cutting surface, although not solid, was enough to support the cutting of bread. Next step to make a version capable of testing.
Next iteration see p26
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S 21
Touch Point Development
STAPLE MARKS V1 Variety is the spice of life
EVENT I had no idea what level of detail bread was able to hold so I got some staple mark variations cut, using different fonts as cut through and as relief.
CONSIDERATION Currently I’m imagining that these would be pressed out of steel and a baker could press one into the bottom of each loaf before it goes into the oven.
REFLECTION Lets get baking!
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S 23
Touch Point Development
STAPLE MARKS V1 TEST Not all bad but not especially good either EVENT I prepared a couple of rounds to test the performance of the marks and stuck em in the oven.
CONSIDERATION
Its a little hard to make out in these photos but some of the marks were relatively successful, overall however none of them were successful enough to really warrant a green light. More research needed!
REFLECTION
I don’t think I really helped myself here, my bread baking skills are not the best in the world and so my dough was quite dry, this no doubt reduced the breads resolution. Still some of the marks were successful enough to warrant further investigation.
Next iteration see p38
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Touch Point Development
BREAD BOARD V3 SOMETHING A LITTLE MORE SOLID
For last iteration see p20 - V2 was a card lattice
EVENT
Following on from the sketch model I put together a version in ply.
CONSIDERATION Overall this board was successful, it collected the majority of the crumbs produced from cutting, and to some degree allowed the knife to get below the level of the cutting surface to help cut the base. But it doesn’t do either as well as I like. The crumb tray it sits in blocks the knife and ends up getting cut, as does the cross joint itself. It’s just getting in the way of itself.
REFLECTION
I am happy with the direction this is going, although I’m not quite sure what direction that is. Not sure how to remedy these issues. I enjoyed making this, I always forget how satisfying making things is.
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S
S 27
Touch Point Development
BREAD BAG V1 SIMPLE, ESSENTIAL
EVENT I made a start on my bread bags. I had decided to keep it simple and not worry about a basket to keep it in at home. Instead I reasoned that it should have some way of being hung, this way it could go on the back of a door out of the way.
CONSIDERATION I produced two versions, one a simple draw string and the other a more substantial fold over style with Velcro and shoulder strap. Both worked as well as any bag should, I will discuss with tutors which they think is best.
REFLECTION I really like the calico material, although I only bought it to mock theses bags up, I think it looks nice and performs as well as any other fabric I could buy. Its very staple, simple unassuming but reliable.
Next iteration see p32
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INTERIM FEEDBACK ON THE RIGHT TRACK
EVENT
In the interim before the Easter break I met with Simon, David and Laura. I presented to them my branding, my breadboard, the bread marks and the bread bags.
CONSIDERATION
This went well, overall the tutors were happy with my progress and direction. Simon pointed out that the addition of the bags and board was good, as one was a high volume product and the other a high value product which could subsidise the breads income.
REFLECTION
This positive feedback was a relief I was dreading this meeting. Simon’s observation was one I hadn’t considered before.
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S 31
Touch Point Development
BREAD BAG V2 LOVELY PEOPLE UP IN FASHION For last iteration see p28 - V1 was with lasered leather tags
EVENT The next step on developing my bread bag was to look at how it could be co-branded branded. Initially I had thought to just embroider each bag with both logos. I managed to persuade (read I was taken pity on by) a fashion student using the CNC embroidery machine and she ran a couple of patches through for me.
REFLECTION
I like how they turned out, simple and clear, we shall see what Neil and Dave think!
Next iteration see p46
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BREAD BAG V2 FEEDBACK NEEDS MORE CLASS! EVENT Neil didn’t like the patch. Of course he was right, I could do better, it was a linear step that I had never really challenged.
CONSIDERATION
Neil said that the patch was too weak, it should be louder and bolder about the brand, what it stood for and link to the bakery that sold it.
REFLECTION
This is good, although I’m not quite sure what to do, I will do something better!
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“I don’t like it, it needs to be louder and stronger, its too weak as it is. It needs to shout quality and to me that doesn’t” NEIL SMITH
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Touch Point Development
WEBSITE
FAIL TO PLAN, PLAN TO FAIL
EVENT The website is an important link in the chain of my project. It connects the consumers to the information about why staple exists and onwards to where they can find staple bread.
REFLECTION I need to write a lot of copy to populate this site! Is it worth it, certainly planning it and what it needs to say has helped me understand the function of the brand more. But I fear it might all get a little tugid and put more people off than it gets on board.
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Touch Point Development
BREAD MARKS V2 full metal For last iteration see p22 - V1 were lasercut ply variations
EVENT So I was approaching the end of Easter quite rapidly and I had done little development on the bread mark and I had planned to get filming soon after we came back from the break, so I panicked. I got 20 stainless steel disks cut with an “S” in the centre.
CONSIDERATION Its little surprise these did little better than the last marks I tried, if anything the letter is smaller than was on the originals. My logic in getting these made was that because they were made if metal they would conduct heat better and perhaps provide a good burn on the base of the loaf. They didn’t.
REFLECTION Did I mention that these were a colossal waste of money? They also don’t have any indication of makers mark which is really important to the staple mark. Need to find a new direction. Next iteration see p56
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S
S 39
Touch Point Development
BREAD BOARD V4
Solid
For last iteration see P26 - V3 was inverted ply lattice
EVENT In thinking how to navigate around the issues the last bread board had (getting in its own way) It occurred to me that I was thinking about how to make it from flat material - cardboard, ply - it hadn’t occurred that I could make it out of solid wood. So I inverted the design of the last board and made Alex sit on the router for two hours while it cut it out.
CONSIDERATION The main loss in this case is the crumb tray, but seeing as the tray ended up inhibiting the function of the board its not a huge loss. A surprising amount of crumbs are still caught even without the sides. Also you can really get belof the cutting surface with this design! Next step packaging.
REFLECTION I’m very happy with how this came out both in form and function, it is perhaps a little reminiscent of a mitre block but I don’t see what can be done about that!
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STORYBOARD FILM EVENT I finally bit the bullet and put a storyboard together for my film.
CONSIDERATION I needed to communicate three narratives or at least where three narratives interacted without the film coming across as an “a day in the life of”. The other challenge I faced was how to fit the role the brand played for three separate interests into 5 mins. This may prove to be the biggest issue, especially as I want to have a sound byte from Matthew Rawlings.
REFLECTION
I hope the narrative is clear between the stakeholders I worry that I haven’t explicitly tied them together enough.
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STAPLE BRANDING FINALISED NICE AND NEUTRAL
EVENT Because the staple branding needs to fit with many other brands I decided that it needs to be as neutral as possible. Its colour palette is black and white and based on Akzidenz Grotesk and good old Helvetica.
CONSIDERATION I chose these fonts for the reason that they themselves are staples, they are so ubiquitous that we do not register their presence. They fit into my brand pyramid of being clear, descriptive and to the point.
REFLECTION
I am happy with my choices here. You could look at Helvetica being the boring choice, but I think it was the only choice. Its clear, concise, trusted, to the point and strong. Everything that I want the staple brand to embody, nothing flashy bit reliable and neutral, holding its own whether alone or together.
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Heading Text Akzidenz Grotesk
ABCDEFGH abcdefgh Regular
Body Text Helvetica
ABCDEFGH abcdefgh Regular
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
10 pt
10 pt
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Touch Point Development
BAG V3
ALMOST THERE
For last iteraton see p32 - V2 had embroidered tags
EVENT This is what I came up with after Neil’s feedback on the patches. The plan is to use a t-shirt transfer paper to fix the message to the bag.
CONSIDERATION I feel like this is a much better direction for the bag. It’s strong, a statement and really sums up what staple is all about.
REFLECTION I will be interested to see what Neil and Dave think of this version, its very different from the last iteration. However it doesn’t sell the retailer at all and may be too strong, not everyone would want to carry it.
Next iteration see p64
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S 47
Touch Point Development
BREAD BOARD PACKAGING EVENT I wanted to devise some simple packaging that stopped the knife from being removed from the block until opened.
CONSIDERATION The packaging is just a cardboard wrap with a tab which folds down and fits around the bolster of the handle. It’s pretty effective although it does break the top surface. Perhaps the Label should cover the hole, there is something about not being able to see why the knife cant move which is nice.
REFLECTION The flaw with this packaging is also its bonus - it leaves most of the board uncovered, this is good because its not really about superfluous packaging, its about the board and the knife. Its functional and simple, like staple. But in leaving the rest of the board uncovered, it is left open to damage and dirt in transit. This can perhaps be overcome with a cellophane wrap...
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Board+Blade staple.
S 49
MEETING
THE FRENCH OVEN EMMA-CLAUDE PHILLIPS EVENT At this stage the mechanics of my brand are pretty solid so I met up with Emma to discuss her thoughts on the value and appeal of my idea.
CONSIDERATION
What I found from my chat with Emma: - Although my aim of uniting all the bakers under one umbrella is theoretically possible and would have universal benefit, it is easier said than done, people are people, there is bad blood and self interest aplenty. - The stimulation of the education system and subsequent work finding and pooling, for her as an employer would be invaluable. She could see it being of immense use to small bakers especially as it lightens the burden of having to make you living day in day out. -The same goes for the group distribution and group purchase especially if you want to buy from the smaller local mills. All in all a big thumbs up!
REFLECTION
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Just as the last chat was valuable to confirm my assumptions it was valuable this time to confirm that my idea is rock solid. Coming from someone who is in the industry and who ultimately would want to be involved this is great!
“I would definitely join a service like staple, getting everyone on the same page would be really valuable. The job sharing too, that’s something that is an ever present issue for me” Emma-Claude Phillips
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MEETING
BLAKES COFFEE HOUSE CHRIS - MANAGER EVENT I needed to get in touch with a consumptive re seller, where the French oven is a baker and shop front, Blakes Coffee buys the bread and processes it.
CONSIDERATION What I found out: - Blakes gets their bread from the Geordie Bakers, a pseudo “artisan” baker in the north of Newcastle. - As far as Chris is concerned, he wants the best, because ultimately the consumer appreciates it and comes back if the product is good. - The Geordie Bakers are the best that he can get his hands on, but he would be very open to spending a little more if the product was better.
REFLECTION This was a really productive meeting, it made me realise the significance of my project to a market that I hadn’t really given much more than a passing thought to.
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“Finding the best product is really important to me but actually finding it can be quite a challenge, staple’s level of quality assurance is very attractive” Blakes
S 53
FILMING BEGINS THE BUDDY SYSTEM PAYS OFF EVENT
Started filming today, we shot the home prep scene and the Blakes scene, had intended to film at The French Oven as well but that fell through. The ever elusive Matthew Rawlings also put off filming for a week. Not good.
CONSIDERATION As I worried before, im recording a lot of video fingers crossed i’ll be able o cut it down without it feeling too jumpy!
REFLECTION
I Have only made one other film before, it was one of the most stressful days in my life. There is a unique kind of pressure that comes from having to direct someone all day, It was lucky Blair was essentially free, otherwise I would have felt very bad dragging him all around Newcastle. Hopefully all will go according to plan with the bakers!
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Touch Point Development
BREAD MARK V3 ON A WHIM
For last iteration see p38 - V2 was laser cut metal
EVENT Based on previous attempts I have decided to change tack putting an impression into the bread just isn’t going to work. My new direction is pyrography - usually on wood or leather a metal head is heated up either electrically or with a flame and burns the design onto the material - I wanted to try it on bread.
CONSIDERATION After consultation with James I fixed a piece of brass into the engraver and let rip - 0.02mm at a time - a slow process. Got to about .4mm and called it a day. Derek brazed the brass to the end of a 100W soldering iron and I’m ready to test it! Results couldn’t really be called a success, just not enough depth, I decided that perhaps the text should be raised instead of the background - back to the engraver!
REFLECTION
As with every time I make something this was really fun, no doubt aided by not knowing whether it was going to work or not. Although this version wasn’t a success I have high hopes for the next version and if that doesn’t work I have hopes for the process!
Next iteration see p60
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S 57
Touch Point Development
POSTERS THE BANE OF MY LIFE EVENT
As part of my final hand in I want to have two posters front and centre which sum up the key tenets of staple. Originally I wanted to have a “ten rules of staple bread” and a “staple manifesto”.
CONSIDERATION
This took much longer than I had anticipated. Ultimately I was struggling because I was trying to fit too much text onto each poster. I miss understood the value of a poster of being short, punchy and too the point. Ultimately it took me a while to realise I needed to scrap the words and boil it down.
REFLECTION This was surprisingly tough I went though the entirety of the creative process detailed opposite. Its fairly light hearted but when I reached step 4 I really believed it. All because of a poster! I am happy with what came out of it though they are ten times better than my original ideas, and I wouldn’t have come up with them if I hadn’t felt like I was shit for a bit.
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Touch Point Development
BREAD MARK V4 THIS BETTER BLOODY WORK
For last iteration see p56 - V3 was engraved
EVENT So as it turned out, doing an inverse cut ie with text raised to a .4mm depth takes 5 hours. James the saint that he is set it going while I was out filming so I wasn’t tied to the machine all day. The computer driving the engraver crashed at .4mm so I couldn’t have gone deeper without starting fresh. The same process again to attach the brand to the soldering iron.
CONSIDERATION This will do. As it is, it isn’t reliable and depends on too many factors, some of which being the bread itself. However it is possible to get an aesthetically pleasing and legible stamp with this iron, I’m sure with one more stage of development it would be bang on. I showed this iron to my validator, Matthew and he was very taken with it.
REFLECTION I really wish I had the time to make the next generation of the brand, or even skipped out these steps and gone straight on to what would be the logical next step - 3D printing in steel. With a 3D printed version I’m sure you could produce a reliable legible mark every time.
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S 61
MEETING
NEIL + DAVE EVENT This was the last official meeting with Neil and Dave - less than a week to go before deadline.
CONSIDERATION The primary outcome from this meeting was that I should screen print my bags, the statement bag could stay but another was needed that was more low key I also go feedback on my posters at this meeting - need to go less wordy.
REFLECTION This was a good meeting - overall I think Dave and Neil are happy, I completely agree with them on the poster front and the screen printing is doable and will look ten times better than the transfer.
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Touch Point Development
BREAD BAGS V4 OVER TO THE DARKSIDE
For last iteration see p46 - V3 had a t-shirt transfer for the design
EVENT I went over to Squires Annex to print my bags.
CONSIDERATION Change is as good as rest, screen printing is fun. It’s really cool doing the whole process from emulsion to cleaning and a hugely satisfying outcome at the end of it.
REFLECTION
I’m very glad Dave and Neil pushed me to do this, the product looks pro and I learnt about a new technique for which, outside of uni, I would have had to have paid a fair sum of money!
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S 65
BUSINESS PLAN CAN IT Support ITSELF? EVENT After Johnny’s strong suggestion and putting it off for too long I attempted to put together some numbers to see whether this whole idea could make any money, I got my head down with some figures from my validators to work it out.
CONSIDERATION
The answer is a tentative yes, It seems even at a fairly conservative estimate staple would be able to support itself and one member of staff. However my surprisingly poor maths and lack of business economics understanding may well have contributed to this answer. The endorsed product sales are actually more lucrative than the bread itself and so at a small scale they become critical to success but at a larger scale the bread sales become self supporting.
REFLECTION This is heartening however I have little trust for my own ability I would feel far more comfortable having someone who knows what they are doing look at it with me. I shouldnt have left this so late!
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Primary Income - Small monthly membership fee from each baker and reseller. - A “handling� fee applied to each loaf sold, somewhere in the viscinity of 3-5p -Endorsed product sales
S 67
MEETING
THE NORTHUMBERLAND BREAD CO.
MATTHEW RAWLINGS EVENT
I had one final meeting with my vaidator Matthew up in Berwick. I also filmed scenes for my film here.
CONSIDERATION Where to start? Matthew is so behind staple that he offered to introduce me to a couple of investors that he knows would be interested. Its no surprise that Matthew likes it, its his idea really, without my conversations with him and my tutors staple wouldn’t be what it is.
REFLECTION Just like when I last met Matthew, he supplied me with so much information that my brain went dead. His home is lovely and its image really enriched my video. His sourdough is hands down the best I have eaten.
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“What I see out of it is to champion the producer and his or her ethics towards making an honest product, at the moment there is nothing that does that. What you are selling is truth� MATTHEW RAWLINGS
S 69
CUTTING THE VIDEO
15 minutes down to 5 EVENT
Having finshed up recording all of my raw footage during my visit to Matthew I sat down and got editing!
CONSIDERATION Eeeeek! as suspected all the shots added up to way more than 5 mins, more in the ball park of 15 mins actually! I got it down though, the video ended up as 5.30, which is quite an acievement, hopefully it isnt too stacato! I tried to keep in a few longer still scenes to even out the pace a little.
REFLECTION I’m really happy with the video, to my eyes it does a good job of showing the stakeholders and their interactions with the brand. Dave and Neil didnt get to see the finished thing so fingers crossed. Its still a little rough around the edges but hopefully that will be ok!
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OVERALL PROJECT REFLECTION When I started this project I really knew nothing about the bread industry, I liked bread but that was about as far as it went. So it’s very gratifying to find myself nearly six months later with a well validated potentially viable ecosystem of product and service. I had never thought about designing a service nor building a brand before this project and I struggled to understand what it took to say that I had “done” either of them, I worry that I have just “said” that I have, without realising that I need certain things to back them up. I feel that ultimately I my have spread myself too thin, although in some ways this is a good thing resulting in a range of physical product while still building a clear service, I got hung up and spent too much time on making things as I was more familiar with the process and so got lost in it for longer. I would have really liked to have made a working website. It is such a hub for my project and communicates so much of the value to the consumer that it really is a void. I made a site map and wrote out all my copy and bought hosting and URL but the act of making it kept on falling to the bottom of the pile. The same goes for the business plan, its such a crucial step in any service - knowing whether its going to float - that ending up with some shaky figures scribbled down in a notebook just isn’t really good enough. My reticence to bite the bullet earlier
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on can probably be put directly down to my lifelong inability and subsequent fear of anything numerical. Its ridiculous but ultimately it was significant enough to put it off one too many times. Johnny would have been over the moon to help me, which is perhaps another reason I didn’t put the time into figuring out the numbers, so many people were saying I should and could actually make it a real business including both of my primary validators, that my last defence was saying that I didn’t know if it would make any money. That my validators were so onboard is one of the strongest points of my project, however their positivity perhaps caused me to be lazy in ironing out the final details. Ultimaelty this project has cast light upon my own design process, something that I hadnt conciously acknowledged previously. In much the same way as at the end of CJ1 I higlighted my unwillingess to make decisions where I didnt know the outcome, the fruition of this project has made it clear that I will tend to shy away from areas where I am less confident and spend more time on topics which are familiar to me. Going forward when faced with challenges on topics that are unfamilliar to me I will drive myself to ask those around me for help rather than distract myself from the areas that need work.
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SPECIFIC AREA REFLECTION The specific areas of focus for my project are tied to the key stakeholders. The Baker Although my idea is primarily about getting good bread more available to the consumer the biggest benefactor is probably the baker. And as my validators pointed out the small baker. The Retailer The way I put my service together the retailer is a passive individual, one to be engaged and then left alone. I feel like their stake could have been explored more that it was. I do think it functions as it is but is not perhaps as rich as it could be. The Consumer I feel like I am most satisfied with the consumers interaction with the brand, its the simplest its only aim in finding and eating good bread and enriching that process. This high satisfaction is probably related to how much physical product I produced for the consumer.
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