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Student Awotds 2071/12 *
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G RAZEY
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MAIIE THE GRAZE BRAND MORE DISTINCTIVE AND DES I RAB LE
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Et BACKGROIJND
In short, www.groze.com rosaine@
sends heolthy snocks by post, hence
5. oun
storted @tn 2008 os o woy of offering offi,ce workers o tosty (ono@olternotivetothose3pmtemototiffi1ikecriSpsond biscuits. Think of us os providing 'pleosuroble(heollD; we creote .@r re o 1 rv to stv, e c it :. n6ec-i-pE u in g' n g r ed i e n t s . @ " It's o win win "situotion.
hle
HOW GRAZE WORKS
Grozers choose thei-r fovourite food from our ronge of 100 nutrltious snocks, we hondpick them o box ond pop it in the post, first closs,
stroight to their doo..
Bom.
a.tt".@
is os simple os thot.
To reo11y get groze you need to try o box so, if you're not olreody o grozer, go to groze.coMYcN ond use the code YCNFREE to try one free groze box ond onother holf price. We're seriously proud of our groze box but 3 yeors on we could be even better. Thot's where you come in.
think i.t
THE CREATIVE CHALLENGE
Port
A:
rn@istheembodinentofthegrozebrond;it,schorming, noturol, honest, ond premium, but we think it con work even horder ond bring more excitement to the food inside ond to the brond os o who1e. port A of your chollenge is to refrbsh our groze box. A1l" the surfoces con be chonged but the structure (size, shope ond the woy
So
it's put together) con't, Port
sltg@
like ourtfo-gtrit soys friendly ond hos chorm, but we'd love be more disti,nctive ond uni.que.
Irle
n
cr<gc1/v1rrt
B:
it to *1of3*
46lJt't3-1
* GRAZE *
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YCN
Student Awords 2Ol1/12 *
So, port B is to redesign our 1ogo. Moke groze stond out from the crowd ond better communicote whot we ore oll obout.
Port C: Port C is o bi.t different... wourd work
We
wont
to
in @tfixfiFbcompoign. U.-----l
see how these new elements we see it os o reolly
interesting medium oncfwe're-----:7 looking for o creotive solution thot will stond out from'junk moil' ond moke peopl,e leop onto tn" 16ifiE)to sign up.
T -*rarrol dt'Ywht*'a J
TARGET AUDIENCE
,n@
norel@ond to exclude onyone. Also os well os proces "f@
we zs-4s ond works in r"@but of o11 oges, so-16-e coreful nq!-
femote ond remember
thot
boxes
J a^ra^r;., c51l<.x t
get sent to p.opr.'/i-r*
CREATIVE CONSIDERATIONS
Port A:
Grozersoppreciotethesubt1enessof*n"@especi.o1}yin the work environment whene personol moil moy be frowned upon. So o musicoL, neon, sequined box might not be the best solution.
o key port of the groze brond stort. We love the noturol rough texture ond the effect of printing on the surfoce. However, if you think you hove o better solution ond brilliont reosons to bock it up, go for it.
The textured brown boord hos been
from the
Wecoreto.tneGjustosmuchosu,ecoreforourgrozerS, so pleose beor this in mind. o journey through the post so when lt orrives it shouldn't look dirty or unoppeoling. We wont people to jump for joy ond shout'huzzoh!' (ond other such exclomotions) when their box turns up in thei-r post.
Every groze box goes on
PrTd*\r<Y
the box os o woy of highlighting the tostiness ond heol-thiness of the food contoi.ned; the box ond food should work together in delicious
Use
@
I
hormony. Remember
to
o1low spoce fon the oddress ond postoge poid stomp.
oGisinc1udedineVerybox.Considerthisonother convos to work on. Port
B:
often couses confusion - people spe1l it greys groys. Could the logo help with this in ony woy?
The word groze
ond
togline 'noture delivered' ploys o key role in exploini-ng whot do, so we'd prefer it if this wos included in some woy.
Our
oroze is o *od".'(tiioi orrrn website but ol"l- our products ore sourced from noture. portroy the two .tjlu'l
elements
we
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ql4 rtt
How con you
H <Jsra^' +? y ** b*i P4it lr-d,+?r4J'
ff#i^f^
Z
The(ftG should be versotil-e; it oppeors on olmost everything we
I
)
produce.
Don't forget the -.com (dot com).
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* GRAZE *
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Port C: Visuolly there ore no limitotions. Be innovotive, explore moter.iols, experi-rent with loyout- Do everything you con to moke sure thot whoever's doormot this londs on, it screoms'Reod me!' (though perhops not literolly, thot might be o bit scory).
YCN
Student Awords 2O!!/\2 *
rv\tJ+\.4A 6I *ilt{lt/n Z Uut- d{Ltt - crtl/u t.._a, W twTTa. d'n!4/rAl.
In terms of content, you must moke sure you exploin whot groze is, whot groze does ond whot groze hos to offer. How you do this is up to you.
DELIVEMBLES,
ARTWORK ANO
ADDITIONAL INFORMATION
For guidonce on how to submit your work pleose odhere to the moin deli-verobles informotion in the Student Awords section of the YCN website. Any
odditionol supporting informoti.on referenced.-i.n the brief con in the supporting project pock on the YCN website -
be
found www.
ycnonli.ne.
com
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