Research: Brief Deconstruction
Deconstructing the brief in detail gave hints as to what the client is looking for within the resolution to the brief. Picking out these key phrases and regurgitating this back within the rational behind the design will ensure the concept is received positively when judged as it fits exactly what the client has asked for. Key points identified within the deconstruction of the brief was there was a low brand awareness at present with significant brand image issues as stated by 'you may not have heard of Grand Cafe' and 'we're the first to admit the design doesn't bring the brand to life'. Statements such as 'your challenge is to revitalise the brand' and 'consider how each member(of the design) might creatively relate to each other' this suggests the brand should be contemporary in its re-design to 'create an iconic visual brand' that is underpinned by strong concept that will allow each design to relate to one another.
Another large part of the brief is to build on the 'credible coffee' as the USP. This is an important factor within the brand DNA and is mentioned copiously within the brief, the most notable of which is 'we want to strengthen out message around certifications'. I feel this should be approached sympathetically not overusing this message to intimidate customers with ethics and bragging about certifications, the tone of voice for this should be more relaxed and informative, not pompous as this could alienate and put off consumers. This deconstruction is vital in assessing what key components need to be focused on within the brief and to identify exactly what the client is looking for. With this one can then begin to design according creating a successful resolution to the brief.
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