MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Akwaaba Food
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context In the Ghanaian language Fante, Akwaaba means 'welcome'. Akwaaba Foods is a family business run by Vivienne Katahena. The general concept behind Akwaaba Foods is high quality, delicious Ghanaian food with a British twist. Ghanaian food is hearty yet healthy and full of flavour and acts a reflection of Ghanaian culture. Brief or Tasks Akwaaba Foods requires branding, identity and promotional design that translates the idea of being welcomed. Imagine takeaway food that is welcoming and hearty, just as a home cooked meal is. The designs should incorporate a bright, jovial West African theme that acts as a representation of the food produced by Akwaaba Foods. Design branding, identity and promotional design. This should include designs that can be applied to a range of restaurant ephemera such as menus and business cards. Instead of only designing branding and promotional solutions, design a concept that can be applied to a range of products and can be used continually and to potential further products from the Akwaaba Foods brand. Preparation/Research suggestions Research the style of African/Caribbean food branding. Gather research from primary and secondary sources and evaluate. Look into colour palettes that would be suitable; explore the idea of using bright colours but not creating garish, clashing designs. Think about point of sale; how and where will people interact with the promotional material and products? Think about where the brand could be promoted and how the target audience can be reached. Evidence – for this project students should submit Branding for Akwaaba Foods which includes concept design which is applicable to a range of media, print and web based. A web element of the design will be essential. Promotional strategy detailing how the target audience will be expected to interact with the brand. Regularly updated blog posts, updated with research and developmental work.
Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014