ABOUT
INITIAL IDEAS
BRIEF
Launched in 2001, Feel Good Drinks is a premium range of 100% natural still and sparkling drinks for adults sold in over 20,000 outlets across 15 different countries.
Look at ideas for press adds, PR, Packaging, social media, sampling, on-pack promotions, instore engagement. Play around with the logo and typography of the packaging to create a new look for the special new selection.
Feel Good want to re-engage with 18-35 year old females with the Feel Good brand. Feel Good want to remind and reassure the target audience that the products are relevant for women, that it’s simple and honest and that it delivers against their needs of wanting healthier cleaner drinks.
The brand ethos is all about Feeling Good — 100% Natural ingredients with no added nasties, giving 1 of your 5 a day with no added sugar. No added anything!
Research into trends of packaging tailored specifically towards women. Look at colour, imagery and anything that will improve the current advertisements.
Think about the formats and contexts in which the product can most successfully engage with the target audience.
“ 100% Natural. Honest. Big Fruit.
Young people united by attitude rather than age, sex, money or geography. Healthy but not obsessive eg. they go to the gym but they will enjoy that slice of cake. Lead busy lives and use technology to save time and communicate and socially concious. Sociable, Ambitious and Adventurous.
” Age 18-35
“ Fantastic flavour without the hard labour
”
ABOUT
BRIEF
Six years ago The Saucy Fish Co. started their company creating easy to cook fish meals. Their food has been enjoyed by over 4 million households since it’s launch, and which has encouraged a whole new market of younger shoppers to buy chilled fish.
Design exciting new packaging for new meals created by The Saucy Fish Co. The packs need to really stand out on the chilled fish fixture, without any unessary packaging.
The company originated from Grimsby in North East Lincolnshire, they promote healthy food with fresh new ingrediants that will inspire younger audiences to get into eating fish.
Serving suggestions and packaging which helps with prep is a must have in this brief.
INITIAL IDEAS The imagery for this brief should be fairly simple as the new products require to carry on the brand identity. The main idea for the brief is to create an easy to use product that doesn’t require the buyer to touch or prepare the food in any way. I want to look into pull out trays which are commonly used in these sort of meals but I also want to make sure that the packaging is still as unique and carries the brands style.
Age 5-34
Saucy Fish cater specifically to 1-2 person households aged under 34 years. The Saucy Fish Co. aim to aspire foodies with attitude, who want to enjoy eating fish at home in a convenient format that fits in with their busy lifestyles. The packaging has a set style that can work for any age group although a younger audience is more likely to pick up the product because of the colour and modern style.
ABOUT UCC is Japan’s largest producer of coffee, it supplies some of the world’s leading companies in retail, out of home and industrial markets and owns successful retail and out of home brands. The company is a family runned business
INITIAL IDEAS
BRIEF
Look into the imagery that the company uses and create interesting patterns from them, try and create a totally new distinct that the brand can use. The logo should be more noticable on the packaging and the fonts used should be consistant with the rest of the packaging.
Visually re-think and revitalise the brand, creating designs that will communicate what great coffee Grand Café is, but also the good that it does. “We want to move Grand Café coffee from being hidden in a cupboard underneath the counter to having pride of place on display in our customer’s outlets!”
UCC’s Grand Café collection is a traceable, fully certified coffee collection. UCC focus on sustaining the lives and lands of the farmers who grow their coffee. The ideal brand for the ethically aware business including non-branded coffee shops, cafés, pubs, quick service restaurants and contract catering.
“ Coffee with a concience
”
packagin g that nee ds to be red esigned. Age 16-80
UCC’s target audience is very wide in terms of age, the colour schemes used suggest they are trying to accomodate for all genders whilst also being on trend with colour schemes of other coffee brands. This will come in useful when people pass by adverts of the brand because they will accosiate UCC’s colour scheme with coffee. However this sometimes leaves the brand undefined and unrecognisable.
Making It Inclusive This brief asks you to think about how the benefits of making could be opened up to more people in the UK. In doing so, you may wish to approach the challenge from the perspective of either the producer or the consumer, or both. Remember that ‘making’ encompasses a wide variety of activities – not only crafts but textiles, art, food production and consumer electronics, and more.
Ideas Ad campaign featuring why design and the industry is important and how it affects the world around us. The posters would provide what would be like a dystopian view of the world without design or art. The posters would be suitable for both a school environment to encourage students to take part in design courses, whilst also fitting in an everyday environments.
You are also advised to consider new technologies and trends and the impact they could have on inclusivity. For example, the growing number of makerspaces – open access workshops – may be a valuable source of tools for people who would otherwise struggle to purchase them on their own. Another example is new online marketplaces like Etsy and Folksy, which enable people to start a maker business with very little outlay, and to access tips and advice from likeminded sellers. For the purposes of illustration only, the following would all be viable responses: a new service that helps makers find local and independent suppliers a label or campaign that encourages people to buy from independent British makers a new take on craft apprenticeships that opens them up to more people a reimagination of the way D&T is taught within the classroom
Joules is a fashion company, known for their unique and colourful patterns. I wanted to take inspiration from the patterns created by Joules when creating my own illustrations for the coffee packaging. The rabbit pattern below has different tones in it which gives the appearance of water colour or paint, with the material adding lines to the print which also give the added effect of brushstrokes.
Earthwise sell household goods made from ecofriendly materials. Earthwise found a way to promote their goods on the shelves by creating iconic and eye catching packaging. The packaging created was understated yet still made an impact on the shelves alongside bigger flashier brands. “Brian R. Richards Limited studio explored the technique of repeated motifs to attract attention. Doubling as a raindrop, the small symbol of a leaf is copied over and over again into a pattern on the bottom half of the boxes and bottles. When the range of different laundry detergents and dishwasher soaps are displayed in a row, the organic ornamentation expands and becomes noticeable, despite the soft eco aesthetic of Earthwise packaging.� The simplistic and dynamic result of the repetitive pattern is what I am hoping to recreate with my own packaging design, alongside the brown texture of recycled packaging the design presents itself to be of just as high a quality as the packaging with a white base.
INITIAL IDEAS
After looking back through my research I have realised that patterns and imagery are what really make an interesting and well-liked product. I want to experiment with pattern and texture together, especially looking at imagery that could work with each of the Grand Café products. With texture I specifcally want to look into coffee stain and it’s texture on paper and how that can be incorporated into the patterns and imagery I create. I want the final product to have a professional, smart appearance whilst also looking elegantly understated, placed proud on the customers kitchen shelf.
The overall packaging should be sharp and crisp standing out on shop’s shelves. I want to look into the use of ecofriendly packaging and how it has been reinvented in a way that consumers now recognise it’s use in such a way that is now seen as fresh and on trend rather than something that isn’t of a high standard. I think the UCC logo more integral part on with it’s name on maximum promotion of
should play a the packaging, the front for the UCC brand.
COFFEE COFFEE COFFEE COFFEE
SAGA Inc was hired to create packaging for Kirin No Yawaraka Tennensui Natural Mineral Water, they wanted to create something eyecatching and unique on the shelves. They created a pattern label system that is displayed on each bottle and shipping boxes. These patterns are so simple and beautiful, each pattern perfectly represents water without resorting to the usual visual.
ENVIRONMENTALLY FRIENDLY A lot of packaging is now recyclable and eco friendly. I have been looking into how designers have reinvented the look of rebranding and I personally think it looks better that a flat white background on packaging. As well as being better for the environment than plastic I think it makes a product look a higher quality. A lot of products even if using only recyclable plastic tend to opt for a brown, natural look to entice shoppers to by that over bleached looking products.
POPULAR BRANDS
PRINTING i wanted to experiment a bit more with print and texture with my patterns. I have been looking at linocut as well as screen printing for the final patterns, where screen printing is more suited for mass produced wares, lino printing is far more suited for this project.
MAKING THE DESIGN
After redesigning my original coffee packaging, I went on to design the special case to house all the indiviual coffees, but I’ve found I’ve run out of material to use for the case. If I were to go on and design this case furthur I would add the company’s personal We’re here to help message on the side of the case to add a more personal touch.
ORIGINAL VS PRINT
I wanted to bring back one of my type experiments for this project, this was originally going to be on my special edition packaging, however, now that i’m no longer doing the packaging i want to incorporate it into the animation I plan to create.
I wanted to create an animation with this vector I created since the beginning of the project, now that i have put aside the idea of the special edition collectors box it has made it easier to go forawrd with the idea of an advertisement.
I’ve spent so much time reworking the design for
Created by Phoebe Whitehead