Deli Brief

I'm moving back to my deli branding brief now, I was struggling a bit for inspiration and what to base it on as I think I was trying to attempt this brief without putting much thought into it. After a bit of time away from it to focus on other briefs i've now come up with a more focused starting idea.

Last year ISTD held a brief to create a typographically themed restaurant and so im going to take this brief as a base for my deli.

I really love type and I feel my Waitrose and Graze brief which I have completed so far, havent really had a strong typographic focus so this is why I want to take this brief from ISTD as a starting point.

                            Open publication - Free publishing - More istd

Brief 5 - Waitrose

Open publication - Free publishing - More brief

Brief Ideas

Up until now I've only really had three briefs definitely set. I've had thoughts about others but I though it was about time I got myself organised and started planning the rest of these more thoroughly.


Brief 1 - Ministry of Sound
D&AD competition Brief - To create 3 typographic posters for the event Saturday Sessions.
I want to expand this further and produce more promotional material and packaging for CDs of the artists featuring at each 3 nights.

Brief 2 - YCN Graze
Re-fresh the design of the Graze brand including logo, packaging and to create a direct mail marketing campaign.

Brief 3 - Fashion Yearbook
Collaborative brief with Ellis Thynne, Becky Tipping and Kim Sandford to produce the yearbook for the fashion course.

Brief 4 - Cafe/deli branding (creating my own)
The initial idea for this is due to my interest in packaging design for food products with the fact I want to incorporate a branding and identity aspect to it. I want to propose a cafe/deli in which I will create all the branding elements such as the name and logo and apply to the packaging and other elements features inside the cafe such as signage, uniform, business cards, etc.

Brief 5 - Harvey Nichols or Waitrose - wine/olive oil products
When it comes to food packaging in retail my two favourite stores are Waitrose and the food section in Harvey Nichols. I love higher end, contemporary packaging that you wouldn't necessarily see in regular supermarkets and so creating packaging for one of these stores would be my ideal job. (also see post here)

Brief 6 - Fashion Branding (create own)
I'm highly interested in fashion but i've never really used this element in any of my design work. Although the fashion yearbook is an amazing opportunity for this, it is only one publication and I would like to be able to incorporate some element of my other focus areas of design such as packaging and branding into it. I've decided in order to do this I will create my own small fashion brand. (I need to do some more thinking and research but possibly a range t-shirts?) I could propose this to be an online store, create a publication/catalogue for the clothes or even create signage and propose it as a little boutique?


At the moment I will primarily be working on the Ministry of Sound and the Graze brief as if I intend to submit these off for the competitions, both deadlines are in march. (9th for D&AD and 30th for YCN - I also have my M&S brief from the previous module which I need to re-photograph and prepare for submission to YCN)

Packaging Brief Idea

Ideas for packaging I want to create:

I'm sure i've mentioned it a hundred times now but I really love food packaging. I've had a think about a few things i'd like to create packaging for and currently i'm thinking I want to create something with quite a sophisticated high quality feel. I've been looking at

- Creating a range of wine bottles/packaging
- Olive oil  - I always seem to come across really nice packaging for olive oil. Maybe this could be part of a range of ingredients found around the kitchen. Olive oils often tend to be left out on display which is a reason to create some really nice packaging. Also herbs/spices?

This is a very very basic idea so far so I need to find some way to create a brief which will allow me to do something like this.

Brief 2 - YCN Graze

graze

Make the graze brand more distinctive and desirable

Background

In short, www.graze.com sends healthy snacks by post, hence our tagline nature delivered... We started graze in 2008 as a way of offering office workers a tasty (and nutritious) alternative to those 3pm temptations like crisps and biscuits. Think of us as providing ‘pleasurable health’; we create really tasty, exciting recipes using natural, wholesome ingredients. It’s a win win situation.

How graze works

Grazers choose their favourite food from our range of 100 nutritious snacks, we handpick them a box and pop it in the post, first class, straight to their door. Bam. Better snacking is as simple as that. To really get graze you need to try a box so, if you’re not already a grazer, go to graze.com/YCN and use the code YCNFREE to tryone free graze box and another half price. We’re seriously proud of our graze box but 3 years on we think it could be even better. That’s where you come in.

The creative challenge

Part A:
The graze box is the embodiment of the graze brand; it’s charming, natural, honest, and premium, but we think it can work even harder and bring more excitement to the food inside and to the brand as a whole. So part A of your challenge is to refresh our graze box. All the surfaces can be changed but the structure (size, shape and the way it’s put together) can’t.

Part B:
We like our logo, it says friendly and has charm but we’d love it to be more distinctive and unique. So, part B is to redesign our logo. Make graze stand out from the crowd and better communicate what we are all about.

Part C:
Part C is a bit different... We want to see how these new elements would work in a direct mail marketing campaign. We see it as a really interesting medium and we’re looking for a creative solution that will stand out from ‘junk mail’ and make people leap onto the internet to sign up.

Target audience

The average grazer is female, 25-45 and works in an office, but we have grazers both male and female and of all ages, so be careful not to exclude anyone. Also remember that boxes get sent to people’s homes as well as places of work.

Creative considerations

Part A:
Grazers appreciate the subtleness of the graze box, especially in the work environment where personal mail may be frowned upon. So a musical, neon, sequined box might not be the best solution. The textured brown board has been a key part of the graze brand from the start. We love the natural rough texture and the effect of printing on the surface. If you think you have a better solution however, and brilliant reasons to back it up, go for it. We care for the environment just as much as we care for our grazers, so please bare this in mind. Every graze box goes on a journey through the post so when it arrives it shouldn’t look dirty or unappealing. We want people to jump for joy and shout ‘huzzah!’ (and other such exclamations) when their box turns up in their post. Use the box as a way of highlighting the tastiness and healthiness of the food contained; the box and food should work together in delicious harmony.

Remember to allow space for the address and postage paid stamp. A paper serviette is included in every box. Consider this another canvas to work on.

Part B:
The word graze often causes confusion – people spell it greys and grays. Could the logo help with this in any way? Our tagline ‘nature delivered’ plays a key role in explaining what we do, so we’d prefer it if this was included in some way. graze is a modern digital business: Our boxes are ordered from our website but all our products are sourced from nature. How can you portray the two elements ‘online’ and ‘nature’ within the logo?

The logo should be versatile; it appears on almost everything we produce. Don’t forget the .com (dot com).

Part C:
Visually there are no limitations. Be innovative, explore materials, experiment with layout. Do everything you can to make sure that whoever’s doormat this lands on, it screams ‘Read me!’ (Though perhaps not literally, that might be a bit scary). In terms of content, you must make sure you explain what graze is, what graze does and what graze has to offer. How you do this is up to you. We currently run a promotion alongside the majority of our marketing, which allows new customers to try a box for free. Consider how a promotion may work within this particular media.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.

Brief 1 - Ministry Of Sound

As part of OUGD301 I made the decision to chose YCN as my competition brief. I really wanted to enter D&AD this year but at the time of choosing my competition brief for the last module, D&AD hadn't released any that took my interest. Later on towards the end of the module D&AD had realised all their briefs however I didn't find the time to take on another brief for 301 so I have decided to do this as part of final major project. 


The brief I have chosen is for Ministry of Sound:

Open publication - Free publishing - More brief

I've been wanting to take on a typography brief for some time and I think a D&AD brief is the perfect chance and a great opportunity. I'm interested in this type of music myself so I feel this will enable me to address the audience better. To make this brief more my own I'm going to extend it for FMP to incorporate packaging design into it as this is my main focus of design, and also an aspect of branding. I will do this by producing other kinds of promotional material other than just 3 posters needed for the brief and I will also create some kind of disk packaging which could be for a CD of the artists featuring at the 'Saturday Sessions' nights.