“Funny thing civilisation, it promises so much but all it delivers is shoddy people and shoddy merchandise� Raymond chandler
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. Sometimes it will change direction, split or jump but it gives an honest retelling of my thought process.
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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
EVENTS 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.
CONTENTS PRELIMINARY RESEARCH
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NEW DIRECTION
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DIRECTION SPLIT
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HEALTH 28 SOCIETY 34 VALIDATOR FEEDBACK
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EXPLORATION SUMMATION
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MAJOR PROJECT DIRECTION
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MAJOR PROJECT VALIDATORS
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INITIAL BRANDING
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TOUCHPOINT DEVELOPMENT
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BRANDING FURTHER
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SCHEDULE OF WORK
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INTRODUCTION TO BREAD BREAD MEET EVERYONE, EVERYONE MEET BREAD
The modern bread era runs from 1961 to present day
Since 1961 the industry and market have seen two major shifts in manufacturing process and three shifts in market
97% of bread that is purchasable today is industrially manufactured
The remaining 3% is made by “craft” or “artisan” bakers who often work on their own or in small numbers
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PRELIMINARY RESEARCH START My initial direction was to look at the home bread baking experience and see what value ritualising the process could bring.
REFLECTION If I’m honest, I initially rather fixated on making a really nice, well considered bread making set. I saw it fitting together like a nesting doll on the kitchen work top.
CONSIDERATION After I submitted my proposal I proceeded to research all the things that could go into this set.
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WHAT’S IN A BAKING SET? There are quite a few different tools and implements that are essential for baking, let alone tools for the smaller niches of the baking community. One of these smaller niches, self grinding ones own flour, caught my attention. It is populated mainly by people who call themselves “practical preppers“ those who are busy preparing for the coming apocalypse. Nevertheless the idea caught my attention because at a glance the flour mill market is ripe for a designers hand.
CONSIDERATION I decided to do some home flour mill market analysis to see whether there were any potential value space.
REFLECTION I felt that the process of grinding ones own flour might aid the ritualisation of the process by adding another step that needs care taken over it.
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MARKET ANALYSIS - MILLS THE NICHEST OF NICHES
Mills can broadly be separated into two camps. Electric and manual, although there are some manual mills that can be converted to be driven by a drill or with a flywheel. Aesthetically the vast majority are unappealing with the few chinks of light coming from the cast and stone hand mills which haven’t been updated for a long time. They are universally expensive and start in the ballpark of £100
CONSIDERATION From this research the areas for investigation are as follows: How can the cost of home mills be brought down? Is there any advancement to me made in milling surface technology? Does any real person i.e. not on the internet want to mill their own flour?
REFLECTION At this point I’m excited by the potential that a core ID design challenge of re-inventing the mill offers.
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FEEDBACK At this point Howard gives me initial feedback on the idea of ritualising the bread baking experience. He recommends looking at community cooking both historically and in the modern day.
CONSIDERATION Based on Howard’s advice I will look at community baking and cooking. The research I had already done is not wasted I still learnt about the different natures of flour from different grinding processes and the positives and negatives of home fresh flour.
REFLECTION Although I should have seen this coming I am a little disappointed at the fresh start. I am for some reason wary of producing a service for FMP.
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“You need to think bigger, be more imaginative. If you come out of your exploration and find that a high end baking set is what you need to make, fine. But for exploration you need to aim you sights wider and higher; look at community” CONSIDERATION Here I change my train of thought. My feeling about my project and my personal reflection continues the same.
COOKING IN A COMMUNITY
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COMMUNITY COOKING IN THE PAST AND THE PRESENT
Community baking is still relatively common in Morocco. Wood fired ovens are often used to heat the public baths as well as the ovens themselves. Although very much in decline as people can begin to afford their own electric ovens, there are still many that operate both as tourist attractions and in the smaller towns as community hubs. Indeed in the UK the community oven was very common in the middle ages, usually run by the local lord it enabled the peasants to get a staple of their diet all year round.
CONSIDERATION In Morocco as it was in the UK, the baker is the hub of the community I want to see if there is any value in building this community feel again. First however I want to look at the history of bread and how and why it became a staple for much of the world
REFLECTION Community cooking definitely seems to bring some added value to the experience, could a community baking experience work in the UK?
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A look at community cooking - tajines - community bakeries findings
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TIMELINE OF BREAD THE MAKER OF CIVILISATION
It has been stipulated that the invention of bread, by smashing grain and mixing it with water, enabled hunter-gathers to shift to agricultural societies. Being able to cultivate and store grain to be eaten year round gave time to the previously nomadic hand to mouth groups, enabling them to develop more complex societies and cultures. Bread has changed immeasurably from then to now, the Egyptians worked out how to use yeast to leaven the bread. The Romans learnt and refined the technique and spread it far across their empire into Europe. In 1961 the Chorleywood process was invented and since then the health giving properties of bread and arguably its place as a staple have been lost.
CONSIDERATION In researching the history of bread I discovered two potentially worrying processes that are responsible for pretty much all of the bread that is available for purchase today. Health now seems to be a direction of interest so I will research modern bread making processes next.
REFLECTION The timeline was really great to chart the decline in societys attitude towards bread and really served as a wake up call to me.
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CHORLEYWOOD PROCESS THE WOLF IN SHEEPS’ CLOTHING In the 1960’s independent British bakers were suffering. Grain had to be imported to the UK because British grain was too low in protein - high protein is crucial to make bread - and this imported grain was not cheap. The independents just couldn’t match the buying power of the big mills. The Chorleywood Process changed that, it combined high speed mixing with a host of chemical additives that enabled the use of British grain and a mix to loaf time of 3.5 hours instead of the usual 12. This was great except that by adopting this new technique the independents completely undermined their offer and once the big bakeries adopted the process the whole industry was back to square one except now everyone was making bad bread.
CONSIDERATION By fully understanding the heath impacts of Chorleywood bread, health has been cemented as my direction of research.
REFLECTION Despite health intriguing me I still remain interested in the social side of bread. I want to look further in societys attitude towards bread and whether it can help building communities.
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MANY PLATES IN THE AIR INSPIRATION FROM DISSERTATION
My dissertation looked at how the computer mediated communication that has become ubiquitous to our daily lives has affected our ability to communicate, more specifically how it has affected our ability to communicate emotion to one another. Although this isn’t really relevant to bread, some of my reading jumped the gap in my brain between projects. In particular the predictions of Douglas Rushkoff on the evolution of the internet.
CONSIDERATION This idea that the value isn’t really on the content but on the connection that the content enables, transfers well to bread and my research into community. What if I didn’t look at bread as the commodity but as a tool to improve society. Perhaps I could look at using bread as a social engineering tool to re-involve societies sidelined.
REFLECTION I’m not sure where to go from here both the health and society sides of my initial research seem to have potential.
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“The value of the internet wont be in its ability to host content but in its ability to foster contact� Douglas Rushkoff
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DIRECTION HORNS OF A DILEMMA
CONSIDERATION I was a bit lost as to which direction to go in, ultimately Neil helped me see that I actually had three options rather than two, the third being to just do both and go right down the middle, between the metaphorical horns. So from now on I will run two trains of thought and see where they take me.
REFLECTION I hope they do cross over and not run off in opposite directions!
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“Just do both, run them in parallel and see where they crossover” NEIL SMITH
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HEALTH
INGREDIENT COMPARISON WHAT IS REALLY IN THERE?
REFLECTION Its scary how little we know about what we eat and how much trust we have in the companies that provide our food. Wilfully ignorant perhaps.
CONSIDERATION This analysis was a success, by comparing my findings with resources on the internet I got a pretty good picture of what was in the bread on the shelves. Both the listed ingredients and the processing aids and what harm they were potentially doing to us. I think if I’m looking at health as a topic I need to know what healthy is.
To make leavened bread you need four ingredients: water, flour, yeast and a small amount of salt. I took photos of all of the bread that you can find in your average supermarket and compared their listed ingredients. Many contain up to 20 ingredients but they generally share around 16. When I researched what was in breads online I learnt more about the improvers and unlisted processing aids and their impact on our guts and health.
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HEALTH
WHAT “IS” HEALTHY?
REFLECTION This research is successful but really only serves to re-enforce the importance of health as a factor in my FMP.
CONSIDERATION Based on this recommendation Chorleywood bread sits firmly in the low portion to infrequent portion count. However this is the bread that many eat and feed to their children on a daily basis. The Pyramid does not cover the additives the yeast or enzymes that also go into the bread. “Artisan” bread would generally sit at the base the 6+ portion count. The food pyramid is a portion guide, it suggests the weighting of different food groups in order to make up a healthy diet.
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HEALTH
PAR-BAKING
THE LAST NAIL IN THE COFFIN
REFLECTION I feel that the research that I have done on health comfortably affirms the suspicions I had when I first discovered the Chorleywood process. I feel like I now know enough about the health implications of the modern British bread industry.
CONSIDERATION This research into the process and ramifications of par-baking finishes the health side of my exploration. At this point my attitude towards modern bread and its impact on the health of its consumers has crystallized. The par-baking process is the love child of the Chorleywood process and capitalism. Par-baking carries all of the health worries of Chorleywood bread but it’s biggest impact is its mimicry of true craft bread. In doing so it alters the publics perception of what bread tastes like and how long it lasts.
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SOCIETY
WORD ASSOCIATIONS UNCONSCIOUS PRECONCEPTIONS EVENT The aim of this research was to see what associations people had with different styles of bread.
CONSIDERATION The results show a positive association attached to the rustic/artisan loaf and a broadly negative association with the Chorleywood loaf. I think this tells me that people prefer the artisan loaf over the Chorleywood loaf. They know Chorleywood bread isnt healthy. From this and based on previous research I am making the assumption that market presence and unavailability of craft bread, the inconvenience of getting hold of it, plays a large role.
REFLECTION The results of this research are in no way comprehensive. Indeed their weakness is that, although numerous, the answers come from a select group both socioeconomically and in age. All the same the fact that there is a clear divide in positive/negative language is representative of a general feeling.
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SOCIETY
CIRCULAR ECONOMY ALL ABOUT CASCADES
CONSIDERATION Although I’m not sure of the direct impact that understanding circular economies will have on my project it is certainly an interesting concept and an ideal to reach for.
REFLECTION Perhaps if I end up putting together a service or business case I should aim for this.
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SOCIETY
ELDERLY LONELINESS I spent sometime researching the effects of loneliness in the elderly.
CONSIDERATION - Loneliness in the elderly has the equivalent impact on health as smoking 15 cigarettes a day from the age of 20 - 3.9 million elderly people in the UK say that TV is the main source of company.
REFLECTION
From my research it seems that there is a clear need to help resocialise many of those over 65. Perhaps the elderly could be involves at the point of sale to serve customers.
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"There are links with early death. The risk factor is similar to smoking and worse than obesity." LAURA FERGUSON - AGE UK
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MEETING
THE FRENCH OVEN(TFO) EMMA-CLAUDE PHILLIPS EVENT
Emma-Claude Owns and runs the French Oven bakery in Grainger market, a fairly high output independent baker. I met her to discuss my exploration, general direction and to pick her brains about the viability of independent baking in the modern market.
CONSIDERATION
What I found from my chat with Emma: - Artisan bread can be economically viable - Often a high street/wholesale mix is needed but there is so much demand from the latter it can be difficult to manage. - TFO’s Market is varied, everything from the elderly to students with some trendy types in between. The market is expanding. - Health is a huge buying factor, they have seen a large decrease in sales of white loaves in the last 18 months, so much so that they only produce four white loaves vs.12 seeded. - They already support local charities and employ young offenders newly released and help rehabilitate the homeless. - Emma-Claude feels a social conscience is indispensable.
REFLECTION
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This chat was really great to confirm some of my assumptions about the viability of artisan bread economically. Its a huge reassurance to hear from someone in the trenches that my ideas are valid, particularly that she is already employing society sidelined.
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“They want good bread made with 4 ingredients which has a crust and tastes good� Emma-Claude Phillips
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PHONECALL
VALLUM FARM VICKY MOFFET EVENT
Vicky Moffet co-owns and runs the Vallum Farm shop, cafe and bakery. They specialise in producing and selling locally sourced seasonal food stuffs. Their bakery is small, only producing for their own shop, nevertheless Vicky gave me a very real world breakdown of what it takes to run a bakery.
CONSIDERATION
What I found from Vicky: - Even a small bakery like theirs is economically viable - Bread takes up a lot of room, physical space for production becomes a limiting factor very quickly - As does financial input, if you wan to sell in a city you will need an industrial unit and transport to get bread from one to the other. - Vicky reaffirmed what Emma-Claude said; there is a high demand from private sector to have high quality bread but that demand is often too much for their scale of production. - If you do them right pastries can be a profitable addition for a baker.
REFLECTION
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Like the meeting with Emma-Claude this chat was great. It really helped to ground some of the assumptions that I had made. Its also interesting to find that there is high demand but both of my validators don’t want the business.
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“The problem is that the scale of product that they (wholesale buyers like pubs and restaurant chains) require is just too big for our production...But the demand is there� Vicky Moffet
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PHONECALL
AGE UK EVENT I got in touch with Age UK after reading about their bake parties, I wanted to ask them about the viability of involving the elderly as volunteers in some sort of sales capacity.
CONSIDERATION
What I found out: - In principle the idea is fine however in practice they don’t think it would work. - There is a large amount of logistics involved in organising a bake party, often the elderly cannot make their own way there or need support in some way. - Even handling money and serving customers could be to challenging.
REFLECTION
I was disappointed with this feedback, my idea of a system for helping the elderly and possibly building a mentoring relationship with a more physically able youth. But then that’s the point of challenging my assumptions.
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“It’s a nice idea, but really, it wouldn’t work in reality” Age UK
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MEETING
ST MUNGOS - HOMELESS SHELTER FRANCES EUSTACE EVENT
To challenge my idea of using bread to give work to and help to rehabilitate the homeless I got in touch with St Mungos Homeless shelter and met up with Frances, she is a complementary therapist who works with those at the shelter and she helped me understand their situation more fully.
CONSIDERATION
What I found out: - The homeless are a very complex group, each individual is just that, an individual. What helps one wont necessarily help another. - They are more often on the street because of an underlying mental condition which needs to be dealt with before they can reintegrate - Often they are dealing with addiction which, like mental instability, needs to be addressed first. - The independence can be hard to leave behind.
REFLECTION
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The insight from Frances is invaluable, I had na誰vely assumed those that were homeless would want to get off the street. Nevertheless I still learnt that there is a target group who could benefit and ultimately be aided before they end up on the street.
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“The idea is valid but would be more effective if it targeted individuals before they became homeless� Frances Eustace
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REFLECTION
EXPLORATION SUMMATION WHAT CARDS AM I HOLDING?
BREAD AS WE KNOW IT IS UNHEALTHY BREAD HAS HAD A STRONG CULTURAL SIGNIFICANCE - THE BAKER WAS THE HUB OF THE COMMUNITY BROADLY PEOPLE ASSOCIATE POSITIVELY WITH CRAFT APPEARANCE BREAD AND NEGATIVELY WITH CHORLEYWOOD BREAD
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WHAT IF I USE BREAD TO BUILD A COMMUNITY AND RE INTEGRATE SOCIETIES SIDELINED -THE HOMELESS - THE ELDERLY - NEWLY RELEASED - YOUNG OFFENDERS
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COULD I USE BREAD AS A TOOL TO ENGINEER CONNECTION RATHER THAN A COMMODITY?
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ELDERLY LONELINESS IS A SERIOUS KILLER ARTISAN BAKING IS ECONOMICALLY VIABLE THERE IS A HIGH WHOLESALE DEMAND IT WOULD BE DIFFICULT TO INTEGRATE THE ELDERLY IT WOULD BE DIFFICULT TO INTEGRATE THE HOMELESS BUT NOT IMPOSSIBLE
REFLECTION
From my research up to this point it seems that there is definitely a market and demand. There is value in community over the product itself. There are sidelined groups who could benefit from reintegration. However I feel like I was too calculated in the research that I did. I did what was safe, I could have taken more risks or been more creative, to some degree I knew what the outcome would be before I carried it out. All the same I have gained insight and the research I have done has directed me to an insight.
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MEETING
MAJOR PROJECT DIRECTION DAVID PARKINSON + NEIL SMITH EVENT
After my exploration I met up with Neil and David to discuss my direction for my major project.
CONSIDERATION They felt that the best direction for me was to put some sort of quality assurance mark together for bread. A mark that would enable an individual to find good bread regardless of where they were.
REFLECTION
This seems like a good progression from my findings in exploration. I feel like a quality assurance mark will enable me to increase the visibility of good bread and set standards of quality and social responsibility.
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OUTPUT
PRESS PACK EVENT
I had organised to meet a baker based in Berwick Upon Tweed who is regarded by many of the other bakers in the area as the man to talk to. To prepare for this visit I produced a set of booklets that summed up my idea and direction. I had decided to separate it into a brand mark and a union. The Brand booklet outlined the potential benefits to the consumer and the Union booklet outlined the potential benefits to the producer.
REFLECTION In the end I actually didn’t go through these booklets with Matthew. But just making them was very valuable to help solidify my idea in my own mind and give me focus areas to work on.
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OUTPUT
BOOK OF BRAND The Brand book highlighted all the aims of the brand and the potential benefits to the individual: - Quality assurance both in ingredients and in quality of producer assuring a clear provenance of the end product - It tells the consumer that by purchasing bread with this quality mark they are supporting local charities, businesses and assisting the rehabilitation/integration of individuals into their local community. - A universal signpost of quality. The Primary aims of the brand are: - Increasing visibility and availability of craft bread. - Providing the consumer with the educational tools to make their own choice about what they want to buy and eat.
REFLECTION I am happy with the direction this is going, this brand mark enables me to incorporate many of my findings and directions from my explorations research.
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OUTPUT
BOOK OF UNION The union book highlighted all the aims of the union and the potential benefits to the producer: - A union puts independent bakers in touch with each other and unites the 3% as one voice rather than many individual .5% - This enables collective purchase - Group distribution - Skill sharing and an educational benchmark for new bakers. - Quality sells and the aim of the brand and union is to educate the consumer, so the market will see large expansion over time - Visibility, bakers are busy, so the brand will market their product while they cant and coordinate all of the above.
REFLECTION Potentially this is a huge offer to independent bakers. However I need to make sure that these are even possible or that the independents would want to do them. I need to speak to Matthew Rawlings.
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UNION
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BAKERY VISIT
NORTHUMBERLAND BREAD CO. MATTHEW RAWLINGS EVENT
I visited Matthew Rawlings at his bakery about 20mins in a car out of Berwick on Tweed. Here is what Matthew would value highest: - Building a platform to get Independent bakers talking - Setting up a work pool and building a standard of education for new bakers entering the industry - Coordinating logistics of group distribution. - Marketing bread on behalf of the bakers.
CONSIDERATION
This visit couldn’t have gone much better, I had a lengthy discussion with Matthew and covered many of my burning questions. I left feeling like I knew nothing about bread, such was the scale of his knowledge. Matthew feels that this project is very valid, I left feeling like he wanted me to make it a reality which is a scary but confidence boosting idea. This meeting has built on the feeling of previous meetings and has really helped refine my brief. Matthew also helped me understand where and why other attempts and a quality mark have failed.
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“Put good bread in front of people, demystify it and make it as attractive as the supermarket stuff... once people start to eat nice bread it starts to sell itself� Matthew Rawlings
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MEETING
THE BUSINESS-MAN JOHNNY STRETTON-DOWNES EVENT After gaining Matthew’s support, the idea of making it a genuine business case both excited and intimidated me. I met up with my friend Johnny a multiple business starter and owner, to discuss possible structures and roles.
CONSIDERATION Johnny helped me break down the roles that the brand and the union should play. What responsibilities each should hold.
REFLECTION Johnny also thinks that I should have a shot at making the idea a reality no doubt spurned on by Matthew’s support. A successful project for me is one that has real world acumen so I will try and put together a successful project and see what happens.
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“YOU MUSTN’T UNDERMINE YOU OFFER, IF YOU WANT IT TO BE FOR EVERYONE YOU HAVE TO GIVE IT TO EVERYONE RIGHT AT THE START” JONATHAN STRETTON-DOWNES
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PRELIMINARY BRANDING JUMPING THE GUN EVENT After my chat with Johnny I got excited at the prospect of doing some actual design. I spent a little bit of time sketching out some possible logos and brand names.
CONSIDERATION
I didn’t do any prep for this other than the previously mentioned conversations, I was working around the title of “Baker’s Staple Mark of Quality” Although I enjoyed the process, the first time I had done any sketching in a while, It only really highlighted to me my lack of knowledge and lack of specific validator who can help me build a brand. I decided to have a chat with David and Neil.
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MEETING
HOW TO BRAND A BRAND DAVID AND NEIL EVENT I met up with David and Neil to see what they suggested to remedy my lack of branding validator.
CONSIDERATION
It was suggested that I reach out to Ed Hope a previous graduate now working at Wood for Trees. They also showed me how to draw up a brand pyramid, the method that Mars use.
REFLECTION This was a good meeting, it felt like I was on the right track and David’s explanation of the branding pyramid made me want to have a stab at my own. To help me understand how the customer is going to interact with the brand I need to to an interaction timeline of the customers journey.
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CUSTOMER INTERACTION TIMELINE ARTEFACT OPPORTUNITIES EVENT To help isolate touch point opportunities I drew up a individual customer interaction timeline from awareness through to storage.
CONSIDERATION
The opportunities for the design of physical touch points that I highlighted from this exercise are as follows: - Point of sale - Some kind of physical quality mark in the loaf. - Point of sale, travel and storage - Some sort of reusable bag that could be cheaply branded for each individual bakery and sold at point of sale in a similar manner to bag for life bags. Keeps bread in optimum conditions when at home in storage. - Preparation - There is no point in paying for the experience of good quality bread if you then get home and chop it up with a bad knife and grotty chopping board. - Storage - Bread needs to be stored properly to be at its best for longest
REFLECTION
This exercise was really helpful to solidify the customers experience with the brand and highlighted areas I hadn’t previously considered.
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PRELIMINARY DEVELOPMENT - TOUCHPOINT 1
BREAD BAG/BIN EVENT
I have begun development of the bread bag, investigating a possible product that can be equally at home when shopping as it is on the kitchen counter.
CONSIDERATION
This needs much more time spent on it, I need to develop and finish it as soon as I can in order to a final model as soon as possible.
REFLECTION
It was really nice to do some sketching. When I come to develop these sketches further I think I will benefit from building a mood board of details and materials.
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PRELIMINARY DEVELOPMENT - TOUCHPOINT 2
BREAD BOARD ITS ALL ABOUT PERSPECTIVE EVENT
People often have difficulty cutting bread straight, either resulting in a wedge, a sliver or a doorstop. This is as important to the experience of good quality bread as the bread itself. My hypothesis was that if I engraved perspective guides onto the board itself the user might be able to cut straighter.
CONSIDERATION
I got 10 people to attempt to cut a loaf using my board, all of them had previously experienced issues with cutting bread straight, some so much so that they didn’t want to buy bread that they had to cut themselves. All of the people I asked to cut a slice were happy with the outcome of using the perspective guides.
REFLECTION
This test was successful enough to incorporate perspective guides into my next iteration. In the next version I will make them reach all the way across the board to account for more varied loaves. As with the bread bag I will put together mood boards to help this artifacts development.
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PRELIMINARY DEVELOPMENT
BREAD BOARD - USER VIDEO EVENT I made a short user video of a couple of people cutting bread using the breadboard it can also be found that this URL. https://vimeo.com/121776349
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BRAND PYRAMID EVENT After being shown how Mars build their brand using a pyramid, by David Parkinson I had a stab at building my own
CONSIDERATION
I will now try to produce branding elements and logos that are more in line with this pyramid.
REFLECTION
I am pretty happy with this pyramid, I feel like it sums up my brand well
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PRELIMINARY DEVELOPMENT
BRAND IDENTITY EVENT
I made another attempt at branding but this time using the pyramid I had put together.
CONSIDERATION
My first thought is that the preliminary branding I did about the “Bakers Staple Mark of Quality� did not fit into this pyramid. I wanted to keep the idea of re introducing bread as a staple. With this pyramid the brand needs to be explicit. Looking at a staple being the cornerstone of a square meal or a basic element. Here I looked at possibilities for both the physical loaf mark and branding to be used elsewhere in the ecosystem.
REFLECTION
I am very happy with where this is going. The fonts are not set. Feedback from Neil and David suggests that I should look at making it more neutral to fit in with the already branded bakeries it would be present in.
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THE FUTURE
SCHEDULE OF WORK INTERIM WEEK
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EASTER 3
Finalise physical artefacts
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Plan S
Finalise Brand Language Finalise flat media
Feedback from validators
Finalise business case
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Shoot
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Shoot Video
Cut Video
Ist Iteration of final submission
FINISH EVERYTHING.
Feedback on submission from David and Neil
CJ2
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CLOSING STATEMENT I started this project facing in a completely different direction and I am now looking at a project which fascinates me and has real world credibility which is exciting. My process has not been the most structured, I went along with what caught my attention and was nudged back on course by my validators and tutors. Its very gratifying to have the support of real world people and discuss your ideas with them and for them to respond positively. However I didn’t take enough risks, many of my decisions were perhaps too calculated which I think stunted my overall output. I would have benefitted from doing more research and not worrying so much about where I was going. Much of my research was secondary but it did also come through conversation with people in the industry. I think this is responsible for having what I see as a well validated offer at this stage. It is clear in mind what I need to do in my major from here on out. I need to produce a clear story of brand interaction, a strong emotive brand and physical touch points that reenforce my brand message. All of this needs to be built upon the foundations of a strong business case.
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