Here is my finalised brief, rationale, and concept statement that I will show at the concept crit along with my initial secondary research and the facts and figures from my primary research. At the end of this project, we will be re-writing the brief as it will change as we go through.
BRIEF
Title
M&S Perfect Picnic
Brief
To create an original, exciting picnic pack for M&S, based on the theme of children's literature classics, to be enjoyed by a modern audience. It should be innovative and different from other picnic packs. Consider how this pack would be promoted. Typography should be a strong focus for the design.
Background / Considerations
Need to consider M&S eco policy and their quality, value and trust
Need to research in to food scenes of children's literature classics
Need to define the target audience
How can this pack change peoples stereotypes about M&S?
Mandatory Requirements
Interlinking design context and practice posts
Eco friendly outcome, designs should allow for minimal waste
Maximum of six colours
Deliverables
Picnic Carrier
All relevant items for a picnic
A menu relevant to the theme
Presentation boards in PDF format
Deadline
25/5/12
RATIONALE
Brief Title:
The problem is....
1. M&S need a summer picnic pack
2. My research shows that people stereotypically think the audience for M&S is old women, so I want to show it is appealing to young people
3. The picnic pack needs to be environmentally friendly
4. The picnic pack needs to be captivating to its target audience
5. Children's classics needs promoting for adults to enjoy them all over again
I intend to...
Promote the picnic pack that I will design, and with this pack I aim to change younger peoples stereotypical views of M&S
...a group of... [audience]
The pack is aimed at existing M&S customers, parents, and adults who enjoy children's classics, as well as specifically being aimed at young adults (20-25), who may enjoy picnics, and want to re visit stories of their childhood.
that... [concept]
They should buy the product, enjoy the contents and see the links with the food and the stories. By enjoying this product, they may continue to shop in M&S and become regular customers, as well as continuing to re-read children's classics.
In order to achieve this I will produce...
PRODUCT
- A picnic pack, containing all the relevant picnic items needed, such as container, cutlery, plates, drinks, food and desserts.
RANGE OF DELIVERABLES
- Proposed packs for 5 different stories, a leaflet showing the ingredients, and a range of promotional material such as posters to go with this. Also, an app, which can be accessed, containing more information about each story.
DISTRIBUTION/ CONTEXT IN WHICH PRODUCTS ARE TO BE VIEWED
- The packs will be on sale in M&S, and will be advertised in store, and on their website. A buzz will be created through social media, and food and design blogs.
CONCEPT STATEMENT
I will be creating and promoting a range of exciting, original picnic packs, aimed at young adults, who want to re visit stories of their childhood, through enjoying a picnic pack based on a children's literature classic where food is important to the story line. They may or may not be existing M&S customers, but this pack will encourage them to shop there.
BOARDS
We got into groups of six, and each had a few minutes to talk over our ideas. I found it much easier to talk about my idea as I had my concept boards. The feedback was useful as it gave me some things to consider and also helped me to make decisions on a few areas I was unsure of. I'm going to make sure the designs are type based, and just focus on Alice in Wonderland for now, as it is a children's book which is equally appealing to adults as it is to children. It was also useful to talk over the feedback afterwards, and next week, we will be in the same crit groups, so we can see how we have progressed.
1.
PROBLEM ANALYSIS
- The problem is well supported by facts and figures. Being within the target audience will help with your concept.
CONCEPTUAL DEVELOPMENT
- Good focus with stories so conceptually strong. Style has been well considered for overall design.
DESIGN DEVELOPMENT
- Design solutions are up to date and bring the stories alongside this. A range has been proposed to make the concept realistic and seem successful.
2.
PROBLEM ANALYSIS
- Eco friendly policy
- Changing perception of M&S as shoppers aren't just old people
CONCEPTUAL DEVELOPMENT
- Nice idea for app... makes related products easily accessible
- Nice idea with typographic approach to designs
- Maybe use quotes
DESIGN DEVELOPMENT
- Good range of products for final outcomes
3.
PROBLEM ANALYSIS
- Identifies that the stereotype that M&S isn't just for 'elderly women'
CONCEPTUAL DEVELOPMENT
- Need to be really careful how you brand the designs - audience seems a little unconnected to the project, perhaps slightly too old/young for some of the story links (such as the very hungry caterpillar...)
DESIGN DEVELOPMENT
- Although proposing the ideas are fine, focus on one of the stories and the range within it for a more substantial brief
- Typography would work well - still fun, yet mature - more suited to the target market
- Well considered promotional range - the mix of digital print works for the contemporary audience
4.
PROBLEM ANALYSIS
- Proving wrong is a good way to go about a brief as long as the promotion is strong and makes people want to go
CONCEPTUAL DEVELOPMENT
- Perhaps more focus on promotion. Needs a strong range of it. Maybe use quotes from the stories
DESIGN DEVELOPMENT
- Your product would only be bought by mums if the designs are illustrative so needs to be typographic
5.
PROBLEM ANALYSIS
- Using an existing brief and making it more relevant to a specific subject
- Problem is backed up by research, obviously used the research to define the brief
CONCEPTUAL DEVELOPMENT
- Concept is relevant to a diverse audience
- Product range defined by the app and designing store layout
- Packaging - focus on one range and just propose the others
DESIGN DEVELOPMENT
- Type would be well suited for a diverse audience
FOR NEXT CRIT
For next wednesdays crit, we need to have boards or blog posts with our work on as we won't be explaining it, so it needs to speak for itself. We need:
- Rough boards / blogs up to date
- Refined concept (based on today)
- Contextual inspiration
- Designs mocked up in contexts
- Design specifications: fonts, colours, sizes
- Design development sheets
- Print considerations: stock, sizes, where, how it will be printed
- Self evaluation
- Specific list of range and why
- Action plan
- Primary research: facts, figures, opinions
- Content/body copy for designs
- Images
- Defined audience and facts about them
Keep re-reading the brief! Only two weeks til the final crit!
