Recipe: Development
With a new scale and orientated developed I altered the outside of the design, using the pattern in a wrap around style taking up the majority of the available space, this was then anchored with the brand logo and due to the fold it was no longer a recipe 'card' as such therefore changed the title to 'farm shop favourites' which adds a sense of personality and validates the recipe to the same quality as the award winning food served within the estate. The reverse provides a small description of the series to further engage the audience and explain its concept.
The inside design is kept relatively minimal to highlight the legibility as a key farm shop demographic highlighted within my primary research had an average age of 64 therefore legibility is important informing the design decisions behind the black type on stark white stock. The titles create continuity with the colour palette of the cover to create a succinct and informative recipe that will engage the audience from the cover and allow them to create these local recipes easily at home.
This was then extended into the Redcurrent jelly recipe using a similar abstract arrangement for the cover to engage its audience at a glance. The result of these recipe cards target a problem highlighted within my research this this great resource is significantly under promoted hidden within the news tab, engaging an audience through the in-store promotion of free pick up local recipes to try at home. The use of language helps to promote the recipes using that language 'farm shop favourites' to attribute the recipes to the quality of the Farm Shop, supported by the estates branding on the cover.
The Cover design creates playful synergy wit the poster designs in terms of its visual aesthetic, the composition is re-mastered to more appropriately fit the context of the resolution and ensures the each campaign piece is unique and appropriately engaging to its audience, Applying the Hawarden Estate branding to the cover allows a clearer association with the campaign and establishes a perceived quality of the recipe, being associated with the estate making an audience more likely to pick it up and engage with it.
The scale is considered and is an appropriate size for its in-store environment that can be conveniently placed on the till point or on individual tables, this then ones out into an A5 card that clearly articulates the recipe, the legibility was strongly considered due to the average age of 64 within the primary research conducted, keeping the inside aesthetic minimal with strong legible type using black type on white stock and creating minimal consistency with the cover through the use of colour picked titles.
The result is an appropriately engaging resolution that targets a problem identified within my research and help to engage consumers with great local resources already being provided by the brand.
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