Research: Brief Analysis
Brief available here: BRIEF
Initially confused as to which brief I should pick, I felt there was almost too much to pick from. I ultimately chose the UCC coffee brief as I felt it had great creative potential to create a high quality portfolio piece and resolve the brief in a way that would extend my design practice. As I am interested in branding this brief had potential to expand on this interest and explore its relationship to packaging design. The main factor I liked about the brief was that it stated 'No aspect of the brand, product range or communication channels are off limits' this welcomed creative freedom the the design process and would allow the designer to fully implant a strong concept and direction for the brand that would increase its success within the marketplace.
The current branding and packaging of the product were not engaging or representative of the brands ethos which they fully admit within the brief, the basis of the project is to revitalise the Grand Cafe brand implementing a new creative direction that will educate customers about the benefits of certified coffee and gain a stronger brand image bring the coffee out of the cupboard and displaying it proudly within the product environment. As the product is not sold directly to consumers the resolution of the brief should appeal to contract caters as these will be the buys of the product however this must also appeal to their customers who will then buy the product from said caterers.
Research Plan:
One would firstly deconstruct the brief in detail to gain a better understanding of what the client wants to achieve and identify any limitations or areas that could challenge the brief. From this one would research the initial brand including their ethos, branding, packaging, and current target audience. The brief is aimed at an education of certified coffee, one would undertake research into these certifications to understand them holistically which will allow the designer to successfully articulate this vision within the resolution of the brief. Research into successful coffee branding and packaging is important to understand specific examples and industry conventions that can then be implemented into the creative process. This research will lead to a holistic knowledge of the brand as well as critical insight into specific areas relevant to the product, from this one can then start to create initial concept ideas for the brand which would include logo sketches and creative directions in order to create concept to be developed into a final resolution.
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