Year 2 research document by Rebecca Shaw

A Conversation

The aim of this brief was to explore the idea of ‘A Conversation.” To start the brief my tutors gave me a mini task of choosing a news paper article and having a 3 minute and 30 conversation, in a group based on the article.

I chose the article as the housemates I were discussing it with, all drove, so we all had different opinions as to whether the man was innocent or guilty.

I felt that the conversation wasn’t honest and painted an unrealistic picture of how we usually talked.

I thought that the best way to get a true As we started to record understanding of how our conversation, we we communicated was all felt awkward and to secretly record my I chose the Huddersfield pressured. The flow of housemates, however Daily Examiner and the conversation didn’t this created ethical found a headline which feel right and was forced. issues, so it was not read “Mohammed Karani something I could insists runaway van After the conversation persue. which killed Dewsbury was finished, I listened to mum had handbrake fully it back and transcribed I was unsure as to what on.” This was a tragic it all. There was a lot of to do with the transcribed story about a van that awkward laughter and conversation at this had rolled down a hill pauses of people not point. and killed a woman. knowing what to say.

I decided to look at the individual words, instead of the text as a whole. I broke down the conversation and focused on the words. I typed them up in alphabetical order and marked down how many times the word was used. I decided to give these words to a group of people and have them create a new short story using them. The stories that they came up with were: In London there was a dodgy van that probably had a lot of money. It hit a prison and killed 42 children. It was very unfortunate. Rebecca was framed for something, which was not her fault and had to be bound in prison. “I’m innocent,” she says but no one could see. How could dodgy dad put over his message on funny man – slaughter? The innocent profession was very unfortunate. Killed kids. Think different to myself in prison. I drove to London; it was a bit dodgy because Rebecca drove. We ran down the agency where we saw Jack modelling. It was funny. A series of events that could not be more unfortunate had left Rebecca with a very

different van. The van was definitely dodgy, “It was Mohammed,” she realised. All the money in the van was not his. It was framed. Prison maybe for her. Jack was an electrician, he was funny. One time he didn’t put his handbrake on in the van. It rolled down the hill and killed a woman. That was not funny. An electrician realised he had killed somebody with Rebecca, after he pushed them off a hill. They then ran off and framed someone else for it. Rebecca was going to see Jack in her car. She saw Jack on Facebook and he was funny. They drove to London so Jack could go to a modelling agency. Little Rebecca was struck down by Mohammed, 43, who rolled his car behind her in London. When he realised, Mohammed wouldn’t put a newspaper on her and drove off. At this point I decided to experiment with different ways to create short stories.

I decided to give someone a newspaper article about the Richard Branson rocket that crashed. I asked them to read the article and I took it away once they had finished, and asked them to write as much as the could remember. I repeated this with a few more people. I was the unsure as to what to do with the pieces of text, so I used the words to create an image. The concept reminded me of the game ‘Chinses Whispers,’ so I decided to explore this further.

1 . ) V i r g i n Atlantic test drive to space blew up. Experts say this would always happen. “It was Russian roulette which blew up.” The rocket SpaceShip2 cost £300million. 39 year old died. Branson not going to give it up, or the death would have been pointless. 2.) Experts told Virgin their Virgin Galactic rocket was unsafe. However, virgin boss Richard Branson ignored the safety fears, 39 year old, father of two died in one of its test flights. Virgin were told it was like playing Russian Roulette, it was only a matter of time before it exploded due to their engines. Virgin Galactic were planning to send up their passenger flights in 2013. 3.) Experts told Virgin Galactic that their experimental spaceplane would not fly and was dangerous, it has been revealed in the aftermath of the crash that killed one pilot and seriously injured another. Dr Caroline Thompson-Knight had previously voiced fears that SpaceShip Two would crash, and had published a paper on the subject. However, her fears were ignored by Virgin bosses. The plane was due to start commercial flights in December 2013. Virgin boss Sir Richard Branson said they would not go blindly forth from the accident as it would be insensitive to those involved. A second pilot remains in hospital with serious injuries. 4) Sir Richard Branson is facing claims that his space tourism firm ignored safety concerns that resulted in the death of a pilot. Co-pilot Altkins, 39, father of two died Friday after the shuttle he was in exploded mid-air. A second pilot is hospitalised with serious injuries. Experts do claim that they had warned in 2010 that the engine used was unreliable and had previously killed 3 workers on them. They described it as playing russian roulette with the safety of the crew. One British expert released a research paper on the dangers of the fuel used in this particular engine and contacted the company with his paper but received no reply. It is unclear where the future of space tourism lies after this incident but Branson claims he will continue his dream whilst learning from the mistakes of this tra gedy.

I experimented with the childrens game, “Chinese Whispers.” I asked one of my housemates to read a newspaper article about a man that had fallen into a tigers enclosure at a zoo. After they had finished reading, I took the newspaper away and asked them to write down as much as they could remember. Since I had taken them off guard, this wasn’t very much. In the style of ‘Chinese Whispers,’ I then asked another housemate to read what had just been written, once they had finished I then asked them to write what they could remember, which was less.

I continued this until I had 4 pieces of text.

Peoples comments. Zoos comments.

Which were:

3.) Tiger in a zoo. Man jumps into enclosure. Gets ragged about by the tiger. Rips him to shreds. Your comments? Zoos comments?

1.) Man jumps into enclosure after being repeatedly told not to. The tiger, endangered in the wild, comes over and after a few minutes pounces. In the process, the alarm s going off to alert keepers. The tiger eventually grabs him by the neck and rags him about. Onlookers comments. Zoo comments. 2.) Man jumps into tiger enclosure. An endangered creature in the wild, after a few minutes it comes over to him and starts to attack him. The tiger grabs him by the neck and rags him about.

4.) Tiger in a zoo. Man jumps into enclosure. Man gets ripped apart. Your comments? Zoos comments? This reminded me of a snellen eye test, so I decided to write the stories out in the same style. At each sentence the words decreased in size, using the same values as an eye test: 152, 130, 108, 87, 65, 43, 33, 21, 15 and 9.

I decided not to experiment further with this piece of work, as I felt that there wasn’t much more that could be done. So I looked at other ways to create short stories.

I decided to look at the song lyrics, ‘I Predict a Riot.’ I deconstructed the song and used the individual words like earlier. I then gace the words to my housemates and asked them to create short stories using them, which were: 1.) Fat policeman frozen in town. The man tried walking to town, before Smeaton left. 2.) My friend the policeman wasn’t pretty, girls said he looked scary. Anybody walking the wrong way, predicted he attacks people. 3.) A friend of a friend was a policeman, he was pretty, I predict lairy. He scrabbled around with no clothes on, to borrow a condom. Not very sensible. 4.) Walking through town is quite scary, a man in a tracksuit attacks me, he was lairy and not very pretty. 5.) The riot was a bit gory, a friend of a friend he got beaten, he was a man in a tracksuit, he was a policeman. 6.) I predict if it wasn’t for chips they’d be lairy and scrabble for a condom, they’re not very pretty. 7.) An old friend looked the wrong way at a fat policeman. It wasn’t very sensible. Things got lairy and not very pretty.

8.) Smeaton was watching girls scrabble in a taxi, it wasn’t very pretty. 9.) Smeaton saw Scrabble for a pound, he got it and left. With these stories I decided to explore shadow and light in typography. I started by printing out one of the stories. I then used a craft knife to cut out the letters. I used different backgrounds, such as the outdoors. I also shined a torch behind to see if it was legible in the shadow.

SMEATON SAW SCRABBLE FOR A POUND. HE GOT IT AND LEFT.

I continued to experiment with shadow and light. I looked at overlaying paper. I copied the same piece of text but on the second, cut out different sections. This is so some areas were bolder than others, once the paper was held up in the light.

I decided to go back to my origional idea of using a recorded conversation, so I found another newspaper article. This one was about two hookers who had been killed by a Britsh man, in Hong Kong, I though this article would appeal to my flatmates childish side and would be an interesting conversation. I recorded the conversation for 3 minutes. Afterwards, I transcribed the conversation and again deconstructed it to just use the individual words. I then gave these to my housemates to create some short stories. Which were:

1.) I was watching the news and there was a dangerous man, watching a teacher in her window. 2.) A British Jew planted a dangerous stripper in Huddersfield. He was a psychopath. 3.) Evidence says, a guy didnâ&#x20AC;&#x2122;t know prostitutes like Holly started killing British triads. 4.) A teacher was killed with a knife, by a British man in Huddersfield. Her daughters were prostitutes. 5.) Bob could not swim, so he was going to get a teacher.

6.) It was obvious that the man was watching two prostitutes in his window.

In the workshop, he also briefly mentioned Alison Carmichael, so I decided to research her more.

7.) Someone said that an old man was dangerous.

When reading the stories back, I found that they were quite childlike and basic. I decided to implement this into the typgography so I looked at things a child would do and use, such as; cutting and sticking, stickers, finger painting and playdough.

8.) A fifteen year old girl killed her teacher, and planted the evidence on a prostitute. 9.) Bob was laughing at Hollyâ&#x20AC;&#x2122;s hair, she didnâ&#x20AC;&#x2122;t like it. In a recent studio workshop with Nick we were looking at typographic posters. I decided that this would be the best way to represent the stories.

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Huddersfield Reb As a group we decided to rebrand Cotton Factory. We found that the current brand was inconsistent and seemed confused as to what they were offering. The outside signs states that they are a pizza kitchen, bar and club. To the right are images taken from their website which shows it is a cocktail lounge instead of a bar. Social media sites also showcase Cotton Factory as a sports bar, yet it very rarely shows any matches or games on TV. The brand seems to be targeting a wide variety of customers without a main focus as to what they actually want to be. The brand has no logo and have not updated their website in months, it makes it seem like they are uninterested in expanding their brand or improving. They also use a mixture of fonts, making their branding very disorganised. All this makes it hard to distinguish the brand, this could be the reason why they have been cutting down their opening times.

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MAINS ½ Slabs of English Pork Ribs Black Sheep & BBQ Glaze, Coleslaw, Hand Cut Chips £9.75 Beer Battered Haddock and Hand Cut Chips, Pea Puree, Homemade Tartar Sauce £8.95 Slow Braised Yorkshire Beef Buttered Mash, Roasted Shallot Gravy £12.99

SANDWICHES All Sandwiches Are Served with Hand Cut Chips and Salad Peppered Sandwich Oven Roasted Peppers, Feta, Pesto Crème Fraiche £6.95 Hot Salt Beef Sandwich Caramelised Onions, Mustard Mayo £9.25 Smoked Salmon Sandwich Cucumber, Cracked Pepper & Lime Crème Fraiche £8.25 Club Sandwich Grilled Chicken Breast, Bacon, Tomato, Crispy Lettuce £9.25

STARTERS Home Made Soup of the Day Rustic Bread £4.50 Prawn & Crab Croquettes with Tomato Dipping Sauce, Crispy Basil £5.95 Garlic Wild Mushroom Arancini Cognac sauce £6.25 Chicken Liver Parfait Brandy and Onion Chutney, Toasted Bread £5.95 Tempura King Prawns Sweet Chilli and Spring Onion Sauce £8.25 Baked box of Camembert, Red Onion Chutney, Ciabatta Soldiers £9.95 (to share)

Calves Liver Crispy Bacon, Creamed Potato, Roasted Shallot Jus £10.95 Homemade Country Beef Burger Smoked Cheese & Crispy Bacon, Onion Chutney, Hand Cut Chips £9.95 Lamb Tagine Lemon Couscous, Mint Yogurt Sauce £9.75 Chefs Pie of the Day Hand Cut Chips, Garden Peas £9.10 Salmon Fillet, Crashed New Potatoes, Pickled Red Cabbage & Parsley Veloute £11.95 Red Onion and Goats Cheese Tart and Walnut Salad £ 7.95 Classic Chicken Caesar Salad £9.25 Francesinha Portuguese Delicatessen Sandwich, Selection of Meat Covered with Beer, Tomato & Chilli Sauce, Hand Cut Chips £9.25

STEAK 8oz Sirloin Steak £17.95 8oz T bone Steak £19.95 8oz Gammon Steak £17.95 Served with Onion Rings, Vine Grilled Tomatoes, Garlic Mushrooms & Hand Cut Chips Yorkshire Farm Reared Beef

SIDES SIDE DISHES £2.50 Chip Basket / Seasonal Vegetables / Mixed Salad / Onion Rings / New Potatoes

DESSERTS Lemon Posset with Short bread £4.75 Brandy Snap Basket with Ice Cream & Sorbet £4.25 New York Vanilla Cheesecake with Berry Compote £4.95 Citrus Poached Pear with a Lemon Sorbet £4.75 Bakewell Tart with Cherry Ice Cream £4.75 Chocolate Brownie White Chocolate Ice Cream and Chocolate Sauce £5.95 Sticky Toffee pudding Vanilla Ice Cream, Butterscotch Sauce £4.80 Yorkshire & Continental Cheese & Biscuits Small (3 cheeses) £6.95 / Large (4 cheeses) £9.25

ALL MEAT IS LOCALLY SOURCED LOCALLY GROWN PRODUCE Monday to Friday - Lunch and Dinner Two Dine for £12.99 Saturday 12-4pm Two Dine for £12.99

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One Course £12.99 Two Course £15.99 Three Course £18.99

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Homemade Soup of the Day Rustic Bread

Conﬁt of Harewood Pork Belly Black pudding, Wholegrain Mustard Mash

Sticky Toffee pudding Vanilla ice cream, Butterscotch Sauce

Warm Bread, Italian Olives, Chorizo Prawn & Crab Croquettes with Tomato Dipping Sauce, Crispy Basil Chicken Liver Parfait Brandy and Onion Chutney, Toasted Bread Roast Black pudding Creamed Pea, Chorizo, Poached Egg Goats’ Cheese & Beetroot Salad

PRE-ORDERS REQUIRED FOR PARTIES 8 AND ABOVE

Roast Leg of Lamb, Red Onion Tatin, Rosemary Merlot Jus, Fillet of Sea Bass Crushed New Potatoes, Garden Greens, Parsley Veloute Pan Fried Chicken Breast--with Provencal Vegetable Stack, Pesto Crème Fraiche, Baby Spinach Seven Hour Duck Leg, Spicy Plum Compote, Red Wine Jus Vegetable Wellington, Spicy Tomato Sauce

Brandy Snap Basket with Ice Cream and Sorbet Bakewell Tart Raspberry Sorbet Lemon Posset with Shortbread New York Vanilla Cheesecake with Berry Compote

ALL MEAT IS LOCALLY SOURCED LOCALLY GROWN PRPODUCE

The Brand Yorkshire Tea is a family run British tea brand that has ran for three generations. The Prince of Wales has even rewarded them with the Royal Coat of Arms, which can be seen on the packaging.

I created a moodboard that defined the brand and included some images of Yorkshire. This was to get a sense of what natural colours to use on the packaging to represent Yorkshire.

I also included some images of collectables they sell. This is because I could create a new innovative product to add to the collection.

TheTarget Audience

Yorkshire Tea feel that the amount of people drinking tea is on the decline. More people are now beginning to favour coffee, especially with the number of coffee shops in the high streets. Their main audience at the minute is very broad with ages 35+ split evenly between male and female. However, Yorkshire Tea would like to target the 18 - 35 group, which is something to bear in mind when creating ideas.

Target Audience

Trends I started to research general trends of drinking tea on Pinterest. I found that there were a few different approaches I could take with the project. The first was to redesign the packaging. There are many different nets for a box and by redesigning the packaging, it might appeal to the younger audience. My particular favourite that I found was Leafy Tea. I thought that the packaging was clean and simple, but still looked appealing. I like the idea of having a window in the box, as I thought that this could reveal the logo of the brand. Since Yorkshire Tea’s slogan is ‘Proper Brew’, I found infographics for tea drinking. I thought that I could create an inforgraphic on how to make the perfect cup of tea, that could go on the back of the packaging, similar to cooking instructions. Another trend that I found was ideas for the tea bag. I found products that held the tea bag in place, and also packaging that soacked up the tea bag so it didn’t spill.

Trends

Tea Preferences I created a survey to get a sense of how prople prefered their tea. 14 males and 15 females answered the survey, that were a range of different ages. I found that most drank 2 cups of tea a day favouring supermarket own brandâ&#x20AC;&#x2122;s, PG Tips or Tetley. The majority of the people drank tea at home and just under half drank tea at work. The majority also added milk to their tea extremely often, the rest not often at all. Half of the people didnâ&#x20AC;&#x2122;t really add sugar to their tea, but those who did add 2 spoonsful of sugar to theor tea. I found that the majority of the people steeped their tea between 1-3 minutes.

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Net Sketchs After researching some different designs for nets, I began doing some quick sketches of basic designs. I annotated these designs with pros and cons. I found that some would be hard to stack on shelves or the design would break. I found that the designs that would fit a large volume were very basic so I began deveoping the sketches. I found that the best way to further the design was to add a sleeve or a lid that overlaps. By cutting out the lid or sleeve or creating a window, it made the design more interesting. Iâ&#x20AC;&#x2122;m going to develop a few of the designs further on Illustrator and start add colour. My favourite designs so far is a rectangle box with a sleeve or lid, with a cut out to reveal the logo underneath.

Colours After looking at nets I began thinking about what colours I would use for the packaging. After conducting soem research online I found that people liked the current box as it reminded them of Yorkshire, with the views that are currently on it. Sticking with the Yorkshire Tea theme of red, I colour picked different shades of red that are used in their adverts. I also decided to stick with the theme of yorkshire and colour picked different shades of brown and beige that can be found in biscuits, a Yorkshire Terrier and a Yorkshire pudding, all things associated with Yorkshire. I then began looking at Yorkshire Lanscapes and began colour picking different shades of green that can be found. The final strip is the three colours that are found in the Yorkshire Rose.

Current Brands The most popular currents brands on the market at the minute are PG Tips, Twinings and Tetley. Supermarket own brands are also a popular choice as they are cheaper. When conducting research I found that most people prefered whichever brand was cheapest or on offer at the time.

PG Tips

However, I decided to look at the brands individually to see the pros and cons. PG Tips has a simple logo which is easily recogniseable. They have created the character Monkey and sell him as a teddy. They have recently created a fruit range and Monkey even has his own game on their website with it. They have also created a new style tea bag, the shape of a triangle as they feel it improves its steeping by being able to move. Twinnings is most commonly known for its fruit range. The logo is very simple and doesnâ&#x20AC;&#x2122;t contain anything other than the name. Tetley also has a wide range of characters that are recognisable to the brand. However the packaing is a bag which can be hard to reseal after a while.

Twinings Tetley

Design Research After looking at the most popular brands, I began looking at the designs used for other tea brands as well. I found that most brands use bright, pastel colours, in particular blues and soft orange/ reds. The box design is mostly favoured with either a connected lid or a tab. However, a packet design is also used, but I feel that this would be harder to stack on shelves in supermarkets and also wouldnâ&#x20AC;&#x2122;t fit as many tea bags, it is used more so for tea leaves. If a character isnâ&#x20AC;&#x2122;t used on the packet, like the mainstream brands, then a pattern is opted for. Most packaging only uses a couple of colours. I feel that this gives the packaging a cleaner look. One tea brand even designed their tea bag to match their box design, which was shaped like a London bus. I thought that this was a very clever and unique way to stand out.

Designs: Box

Box

Logo

Lid

Box

Rectangle

Lid

Box

Circle

Lid

Box - Cut Out I started to create some simple illustrations of the packing to get an idea of how the colours worked together on the box. Also to see how the logo would fit and whetehr or not the design would be appropriate. I created a basic box with a lid, then added either a thick stripe, multiple thin stripes, a cut out or Yorkshire Terriers. Looking at the cut outs, I realised that the circle wouldnâ&#x20AC;&#x2122;t be able to fit the logo. Also, the rectangle cuts too much of the side out, so the packaging would be likely to rip. Looking at the box design, I donâ&#x20AC;&#x2122;t think it wuld be approriate for tea packaging. The lid needs to be connected, or a sleeve instead.

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box - Basic

Box - Thick Stripe

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box

Lid

Box - Stripes

Box - Yorkshire Terrier

Current Packaging

The current packaging is very simple with a basic box net. The lid of the box is connected, with flap to ensure that it closes. The packaging has the number of tea bags that are inside, which is 40, so it holds a large volume of tea bags in a small box. The teabags are side by side in twos, all the way to the bottom. At the bottom of the packaging it has â&#x20AC;&#x2DC;brewing instructions.â&#x20AC;&#x2122; I like the idea of doing an infographic, similar to cooking instructions, but for how to make a cup of tea. I found in my reasearch that a problem with making tea is that everyone has different preferences. This can make it hard to make a cup of tea for someone else.

Infographic

Tea Colours

I decided that I wanted to create an infographic on how to make a cup of tea. I experimented by making different cups of tea, by timing how long the tea bag had been steeping for. I also measured different amounts of milk and added it to the teas. I took pictures of the colour and then colour picked them to create a palette.

Development: Illustrations

Using the infographic icons, I created an illustration in the shape of a teapot. On Illustrator I laid out the various icons in the shape of a teapot. I then drew a teapot separately and made a clipping mask so the icons fit into the shape. This illustration could feature on the front of the packaging or on the top. I then repeated this but for a kettle and mug as well.

PROPER BREW

Gold

DECAF

HARD WATER

PROPER BREW

HARD WATER

DECAF

Gold

Sleeve

Insi

ide

Together

Sleeve

Inside

Together

Sleeve

Inside

Together

This is the final design based on the illustrations I did earlier. I feel that the design is more appealing and interesting than the origional, and still contains subtle hints of Yorkshire. The brief stated that Yorkshire Tea only wanted a new packaging design, or an innovative idea. However, I feel that to achieve what they hope for, they need to conduct a campaign. They also need to create a better social networking identity, as this is one of the best ways to connect with your consumers.

Sleeve

Box