Will Jeffrey
Context
Studio/Live Brief_5 Brown & Blond
Brown & Blond is a well-established artisan bakery located in the North Yorkshire countryside midway between the spa town of Harrogate and the ancient city of York.
OUGD605
Brief
Help Brown & Blond grow their brand by developing and designing the packaging concept for their range of brownies, ready to make their way into retail.
Deliverables
- Packaging Concept Prototypes - Packaging Design for 5 Flavours - Documentation in the form of a blog
The company produces innovative, exciting and sumptuous baking to delight the palate, and are renowned for their delicious range of brownies and blondies, available in a myriad of mouth-watering natural flavours. Target Audience
Chocolate lovers, sweet tooth, treat themselves, have money, coffee shops, high end supermarkets and department stores - Waitrose/Booths/Selfridges
#01
Initial Reseach.
Brown & Blond
Will Jeffrey
I began this brief by embracing myself the the brand. I studied their identity, their activity, their products and how the brand currently communicates.
Primary Research
Studio/Live Brief_5 Brown & Blond
Although maybe obvious, I wanted to know exactly what it was that people loved about Brown & Blond Brownies. Primary research involved asking customers, from a events the company attended, to write down one word that summed up why they were drawn to the brownies.
Market Research
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I also looked into the brand’s competition and analysed how they presented and sold themselves.
The main two things we found we people loved was chocolate and simplicity.
#02
Further Research
Will Jeffrey
Rustic Luxury
Studio/Live Brief_5 Brown & Blond
Through discussion with the client we came to the conclusion that the outcome should emphasize the simple beauty of the product but also bring style and luxuriousness through design.
Exsisting Design
OUGD605
I looked further into similar products and their packaging to inspire design thinking and get a better feel for what could be achieved.
#03
Packaging Development
Will Jeffrey
Sketches
Studio/Live Brief_5 Brown & Blond
Sketches allowed me to visualise different packaging structures and think about how they could contain the product. The main thing that I kept in mind when developing these was the idea of the brownie being on show in some way - not hidden away and being part of the design. As well as this how it would look on a shelf rack. The final two designs we decided on were belly band sleeves and custom boxes with a fold back flap.
3D Mockups
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I then built mockups of the strongest ideas. This really helped me to get a better feel for how big the packaging would actually be and how it would be interacted with. Although I felt the box idea was strongest, the client decided that we persue the sleeve idea first, then maybe think about more luxurious boxes in the future.
#04
Graphic Development
Will Jeffrey
Sketches
Studio/Live Brief_5 Brown & Blond
I then began sketching out ideas for the graphics. The brief required me to keep the original brand logo so I had to develop something that worked in harmony with this. I experimented with many different ideas but the simpest were the strongest.
Digital
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I spent a lot of time considering stock as I felt the look and feel of the packaging were very important. The textured stock stood out to me the most as it gave off a really rustic chocolatey feel and meant even the simplest of designs could be brought to life.
#05
Graphic Development
Will Jeffrey
d o u b l e
p i s t a c h i o
c h o c o l a t e
c r u n c h
w h i t e
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s a l t e d
B r o w n i e
B r o w n i e
r a s p b e r r y
Studio/Live Brief_5 Brown & Blond
c a r a m e l
B r o w n i e
p e a n u t b u t t e r B l o n d i e
B l o n d i e
Digital Development
I developed the graphics digitally and created a colour system that meant the brownie flavours were distinguishable from another but still reckognizable as a range.
Communication
I also needed to think about tone of voice and how the brand communicated through the packaging. I developed a short adaptable piece for the back of the sleeve that was simple and a little bit cheeky. This would act as an example to develop more copywriting.
#05
Production
Will Jeffrey
Studio/Live Brief_5 Brown & Blond
Screenprint
OUGD605
As the stock I was using was dark brown obviously I could not print lighter colours onto it using a standard printer. To work around this problem I decided to screen print them. Obviously this was not a feasible method for mass production but as it was only the prototypes that needed developing this was fine.
#06
Production.
Will Jeffrey
Studio/Live Brief_5 Brown & Blond
Printing and Trimming
OUGD605
Although the production was a very long job, the end result couldnt have gone any better to say that I was printing such small intricate things. The contrast of the colours against the grainy textured stock worked really well and create the exact aesthetic I had intended.
#07
Final Outcome.
Will Jeffrey
Studio/Live Brief_5 Brown & Blond
Concept
OUGD605
Simple, luxurious, chocolatey sleeves made using using GF Smith Gmund Bier Bock card, that allow the product to become part of the design and communicate the traditional, rustic aesthetic of the Brown & Blond brand. Food-friendly cellophane wrap keeps the product safe from contamination and keeps in greese.
#08
Final Outcome.
Will Jeffrey
Studio/Live Brief_5 Brown & Blond
Range
OUGD605
As there are many different variations of the product, each will have its own splash of colour to represent the particular flavour. The colours work to distinguish the particular product and work contrast nicely against the dark brown stock.
#09
Final Outcome.
Will Jeffrey
Studio/Live Brief_5 Brown & Blond
Communication
OUGD605
Text and information on the back of the packaging allows the brand to communicate with the consumer and show a bit of personality. Simple and Cheeky.
#10