Brief 4

Naomi Farrar

Graze is a company based online, delivering packs of

refreshed identity– one that is modern and innovative, whilst

By altering the sharp, angular corners and creating curves in

OUGD301 – Brief 4– Competition

healthier alternatives to the traditional ‘snack’ straight

being subtle and friendly. Focussing on the type aspect of

their place, a professional yet modern and neat typeface is

Graze Typeface

to your desk or home. The concept behind graze is one

the brief, a new typeface has been created for use by Graze,

created for use throughout the Graze identity.

of keeping sugar cravings at bay, by grazing on healthy

incorporating simple but bold grass imagery with a softer

balanced foods throughout the day. The brief called for a

and more charming version of DIN 1451 Engschrift.

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Graze graze.com

Naomi Farrar

Using the letter G from the typeface designed, a logo has

information about the online service. The logo has a

seal, as a more interactive element of the design. A proposal

OUGD301 – Brief 4– Competition

been created. Versatile and intriguing, the letter works across lighthearted tone to it, using minimal space and observing

for the website includes the revised logo, as well as grass

Logo & Application

a range of media, as demonstrated above. The dot com has

the requirement for the Graze brand to be eye-catching yet

imagery. The grass at the end of the page would be fixed to

been removed from the existing logo, with the presumption

subtle enough for an office environment. Application through the scrolling, and allow information to be revealed as though

that any media using the logo would also incorporate

the Graze box and mailshot media is suggested as a sticker

being grown naturally from the earth.

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Naomi Farrar

The suggested concept for the new Graze box works as

of skyline colours behind the recurring grass imagery, the

customer when they open the box. Keeping a very neutral

OUGD301 – Brief 4– Competition

something the customer orders to eat at specific times of the box now has a more tailor made and personal vibe to it,

and muted design on the outside of the box ensures it will

Graze Box

day. A range of three is proposed– morning, afternoon and

creating a stronger relationship between Graze and the

be appropriate in a working environment. The kraft card has

evening, of which each would be tailored to the customer’s

customer. Space is left for variable data printing, which would been kept as part of the design to retain the homely, rustic

nutrition needs at that point in the day. Using simple imagery

incorporate messages, reminders, information etc for the

and personal tones of the Graze box.

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Naomi Farrar

The brief called for a mailshot to promote the Graze brand

they automatically feel included as a part of the brand, and

folded format which would keep costs of the direct mail

OUGD301 – Brief 4– Competition

and prompt people to sign up to the deliveries. The designs

a connection between Graze and the client is developed.

campaign low, as well as ensuring continuity throughout the

Mailshot

proposed include the typeface working as an element

The mailshots use the same concept as the box– different

Graze products. Variable data printing would again be used

in the layout, whilst communicating a question to the

times throughout the day being visually implied through the

for the copy within the mailshot, meaning voucher codes for

potential client. By including the reader in this message,

colours and imagery. The kraft card is again used in a simple

free boxes would be easily generated.

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