OUGD503 - Studio Brief 1/Individual Practice
Submission: Evaluation
I have fully engaged with this brief to create a substantial body of work that is reflected in the quality and concept behind the final resolution. Due to this being my first extended competition brief I have successfully raised the standard of my work particularly the articulation of the resolution to create a professionally engaging response that is contextually relevant to the brands ethos. The concept behind my proposal is focused on the sustainability and ethics of the brand. This informs the re-usable and bio-degradable materials within the products packaging and extends into a revitalised branding identity, that is concentrated throughout the brands DNA. The raw minimal aesthetic will engage current customers and appeal to a new demographic whilst remaining true to its brand values, utilising high quality, sustainable materials complemented by contemporary detailing.
The logo design is re-designed to create a dynamic new identity for the brand. The distorted logotype removes a sense of digital rigidity. This adds subtle humanist detailing to evoke a stronger personal connection with its audience, whilst paying homage to the plantation workers with its organic unrefined aesthetic which works well to articulate the brands sustainable ethos while remaining dynamic and aesthetically pleasing to a contemporary relevant audience. This attention to detail cohesively flows through the brands DNA and seamlessly into its packaging identity. The iconic lids help bring the packaging to life with a playful bursts of colour that will grab the attention of the consumer. This not only builds on the engaging modular aesthetic but adds innovative functionality as retailers will associate the different blends with these colours, this not only adds to the theory behind the design decision but also makes the product more intuitive. As a result making them easily distinguishable at a glance in a busy retailing environment. The identification of the colour palette through the products tasting notes generates a strong product link that creates seamless continuity across the extended packaging series. The Eco-Refill packs extend this aesthetic to distinguish an easily identifiable product range, that will appeal to retailers and consumers with a bold fresh aesthetic that equally considered and reflects the ethics of the brand.
The sustainability and ethics that the brand pride themselves on had to run succinctly through the DNA of the whole project to ensure it is relevant to my concept and attributes tp the quality of the final resolution. This concept transcends beyond the surface aesthetic to ensure this new direction holistically represents the brands ethical and environmental values. From using square shaped tins to minimise wasted storage space to reusing these display tins, promoting sustainability and the creation of eco refill packs produced from bio-degradable bags. These refill packs reduce the overall packaging weight and materials making them more environmentally friendly to ship and lowers the overall production costs while still presenting the consumer with a high quality point of sale display tin that will ensure the brand sits pride of place on display which was identified as a crucial part of the brief by the client demonstrating my ability to take from a brief to directly inform the resolution.
As with all good identity work it must be able to stand the test of time to ensure its feasibility over its lifespan. I have created a set of future proposals that will ensure the brand remains engaging to customers and relevant within the industry. The first being to develop the aesthetic over the products lifespan with high profile artists/designers creating limited edition wraps allowing the product to push into new demographics, reaching a larger audience and effectively raising the brands profile. The second being a Grand Cafe barista awards which is an extension into the development of product awareness, with customers voting on local establishments/baristas for recognition and awards. This will further engage retailers to communicate the brand with the customer asking them to vote, providing a means to get the customer online to the UCC website where they can vote and discover more about the grand cafe range, this allows the experience of using Grand Cafe to elevate from an in store moment to physically getting the customer online, this can be developed with massive potential for education awareness or even add on sales.
To articulate all this information to the board of YCN judges I created a photoshoot to take professional quality images of my resolution that would reflect the quality of the physical resolution. I produced two photoshoots one in a studio to focus on the quality of the design and the second in a local coffee shop to demonstrate how well the product works in context. These images elevated the quality of my promotion boards with succinct articulation of my full design process. The brief as a whole was challenging and extended my understanding of embedding a concept throughout the whole resolution and it shows in the final results, creating a contemporary identity and high quality packaging design that effectively represents the brand and will appeal to its target audience.
I have fully engaged with this brief to create a substantial body of work that is reflected in the quality and concept behind the final resolution. Due to this being my first extended competition brief I have successfully raised the standard of my work particularly the articulation of the resolution to create a professionally engaging response that is contextually relevant to the brands ethos. The concept behind my proposal is focused on the sustainability and ethics of the brand. This informs the re-usable and bio-degradable materials within the products packaging and extends into a revitalised branding identity, that is concentrated throughout the brands DNA. The raw minimal aesthetic will engage current customers and appeal to a new demographic whilst remaining true to its brand values, utilising high quality, sustainable materials complemented by contemporary detailing.
The logo design is re-designed to create a dynamic new identity for the brand. The distorted logotype removes a sense of digital rigidity. This adds subtle humanist detailing to evoke a stronger personal connection with its audience, whilst paying homage to the plantation workers with its organic unrefined aesthetic which works well to articulate the brands sustainable ethos while remaining dynamic and aesthetically pleasing to a contemporary relevant audience. This attention to detail cohesively flows through the brands DNA and seamlessly into its packaging identity. The iconic lids help bring the packaging to life with a playful bursts of colour that will grab the attention of the consumer. This not only builds on the engaging modular aesthetic but adds innovative functionality as retailers will associate the different blends with these colours, this not only adds to the theory behind the design decision but also makes the product more intuitive. As a result making them easily distinguishable at a glance in a busy retailing environment. The identification of the colour palette through the products tasting notes generates a strong product link that creates seamless continuity across the extended packaging series. The Eco-Refill packs extend this aesthetic to distinguish an easily identifiable product range, that will appeal to retailers and consumers with a bold fresh aesthetic that equally considered and reflects the ethics of the brand.
The sustainability and ethics that the brand pride themselves on had to run succinctly through the DNA of the whole project to ensure it is relevant to my concept and attributes tp the quality of the final resolution. This concept transcends beyond the surface aesthetic to ensure this new direction holistically represents the brands ethical and environmental values. From using square shaped tins to minimise wasted storage space to reusing these display tins, promoting sustainability and the creation of eco refill packs produced from bio-degradable bags. These refill packs reduce the overall packaging weight and materials making them more environmentally friendly to ship and lowers the overall production costs while still presenting the consumer with a high quality point of sale display tin that will ensure the brand sits pride of place on display which was identified as a crucial part of the brief by the client demonstrating my ability to take from a brief to directly inform the resolution.
As with all good identity work it must be able to stand the test of time to ensure its feasibility over its lifespan. I have created a set of future proposals that will ensure the brand remains engaging to customers and relevant within the industry. The first being to develop the aesthetic over the products lifespan with high profile artists/designers creating limited edition wraps allowing the product to push into new demographics, reaching a larger audience and effectively raising the brands profile. The second being a Grand Cafe barista awards which is an extension into the development of product awareness, with customers voting on local establishments/baristas for recognition and awards. This will further engage retailers to communicate the brand with the customer asking them to vote, providing a means to get the customer online to the UCC website where they can vote and discover more about the grand cafe range, this allows the experience of using Grand Cafe to elevate from an in store moment to physically getting the customer online, this can be developed with massive potential for education awareness or even add on sales.
To articulate all this information to the board of YCN judges I created a photoshoot to take professional quality images of my resolution that would reflect the quality of the physical resolution. I produced two photoshoots one in a studio to focus on the quality of the design and the second in a local coffee shop to demonstrate how well the product works in context. These images elevated the quality of my promotion boards with succinct articulation of my full design process. The brief as a whole was challenging and extended my understanding of embedding a concept throughout the whole resolution and it shows in the final results, creating a contemporary identity and high quality packaging design that effectively represents the brand and will appeal to its target audience.
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