Tuesday 1 November 2011

Brief 4 - YCN Possible Briefs

YCN have released their briefs today and I have found three which I would like to consider for my 4th brief:


1. graze


 Make the graze brand more distinctive and desirable


Background

In short, www.graze.com sends healthy snacks by post, hence our tagline nature delivered... We started graze in 2008 as a way of offering office workers a tasty (and nutritious) alternative to those 3pm temptations like crisps and biscuits. Think of us as providing ‘pleasurable health’; we create really tasty, exciting recipes using natural, wholesome ingredients. It’s a win win situation.

How graze works

Grazers choose their favourite food from our range of 100 nutritious snacks, we handpick them a box and pop it in the post, first class, straight to their door. Bam. Better snacking is as simple as that. To really get graze you need to try a box so, if you’re not already a grazer, go to graze.com/YCN and use the code YCNFREE to tryone free graze box and another half price. We’re seriously proud of our graze box but 3 years on we think it could be even better. That’s where you come in.

The creative challenge

Part A:
The graze box is the embodiment of the graze brand; it’s charming, natural, honest, and premium, but we think it can work even harder and bring more excitement to the food inside and to the brand as a whole. So part A of your challenge is to refresh our graze box. All the surfaces can be changed but the structure (size, shape and the way it’s put together) can’t.
Part B:
We like our logo, it says friendly and has charm but we’d love it to be more distinctive and unique. So, part B is to redesign our logo. Make graze stand out from the crowd and better communicate what we are all about.
Part C:
Part C is a bit different... We want to see how these new elements would work in a direct mail marketing campaign. We see it as a really interesting medium and we’re looking for a creative solution that will stand out from ‘junk mail’ and make people leap onto the internet to sign up.

Target audience

The average grazer is female, 25-45 and works in an office, but we have grazers both male and female and of all ages, so be careful not to exclude anyone. Also remember that boxes get sent to people’s homes as well as places of work.

Creative considerations

Part A:
Grazers appreciate the subtleness of the graze box, especially in the work environment where personal mail may be frowned upon. So a musical, neon, sequined box might not be the best solution. The textured brown board has been a key part of the graze brand from the start. We love the natural rough texture and the effect of printing on the surface. If you think you have a better solution however, and brilliant reasons to back it up, go for it. We care for the environment just as much as we care for our grazers, so please bare this in mind. Every graze box goes on a journey through the post so when it arrives it shouldn’t look dirty or unappealing. We want people to jump for joy and shout ‘huzzah!’ (and other such exclamations) when their box turns up in their post. Use the box as a way of highlighting the tastiness and healthiness of the food contained; the box and food should work together in delicious harmony.
Remember to allow space for the address and postage paid stamp. A paper serviette is included in every box. Consider this another canvas to work on.
Part B:
The word graze often causes confusion – people spell it greys and grays. Could the logo help with this in any way? Our tagline ‘nature delivered’ plays a key role in explaining what we do, so we’d prefer it if this was included in some way. graze is a modern digital business: Our boxes are ordered from our website but all our products are sourced from nature. How can you portray the two elements ‘online’ and ‘nature’ within the logo?
The logo should be versatile; it appears on almost everything we produce. Don’t forget the .com (dot com).
Part C:
Visually there are no limitations. Be innovative, explore materials, experiment with layout. Do everything you can to make sure that whoever’s doormat this lands on, it screams ‘Read me!’ (Though perhaps not literally, that might be a bit scary). In terms of content, you must make sure you explain what graze is, what graze does and what graze has to offer. How you do this is up to you. We currently run a promotion alongside the majority of our marketing, which allows new customers to try a box for free. Consider how a promotion may work within this particular media.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.

2. M&S


PACKAGE THE PERFECT M&S PICNIC

BACKGROUND

Marks & Spencer is famous for innovation, convenience and the quality of its food, and is often the first place you think of when shopping for a special occasion like a party or picnic. Anyone attending a summer event like Wimbledon or an open air classical concert will be familiar with a sea of M&S cool bags brimming with picnic food.

The creative challenge

Your brief is to create the ultimate picnic pack. It could be themed around a type of picnic or event, or around the type of food included eg. a romantic first date or anniversary picnic, a Spanish picnic, a picnic for an open air classical concert, a foodie’s gastro picnic etc. You should include everything needed for the perfect picnic: food (sweet and savoury), drinks, cutlery, plates, napkins etc. Think about the occasion, then devise the menu and decide on the physical packaging for all the food items and design of each item. Consider the overall carrier. It could be a picnic hamper, a cool bag or even just a cardboard box, but it will also need to be designed within the theme. Consider physical packaging; your design needs to be fit for purpose while creating minimal waste/refuse. The customer should feel like this is a fantastic treat and that M&S have thought of everything to make the occasion perfect.

Target audience

We have a wide customer base so you can aim this product at anyone from  young, affluent singles or couples, families, older people whose children have left home etc. Consider who your target audience will be and tailor the picnic to that group.

Mandatories

Your design must include the M&S logo which is available in the project pack.

Considerations

Consider print process and number of colours – all packaging should be printed from a maximum of six colours per item. Consider whether you will use four colour process (plus two specials if needed) or all specials. Bear in mind that M&S is a brand which is known for Quality, Value and Trust and we have a strong eco policy (refer to the Plan A website), so all designs should be true to the brand. Consider teaming up with other students - designers or illustrators. A physical pack designer could team up with a graphic designer - or an illustrator or photographer could be commissioned by a designer to create imagery. Teamwork is not essential but is much more representative of working in a commercial environment.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.

CREATE A PIECE OF COMMUNICATION THAT PROMOTES TRIUMPH’S BRA FITTING SERVICE


Background

Our future has a history...
The company that began in 1886 as a small-scale venture, manufacturing corsets in a barn, is today the world’s most international lingerie business and a global iconic leader in alluring lingerie and shapewear. From the birth of the original bras to today’s cutting-edge microfibers and organic cotton, Triumph has led the way in pioneering new designs, materials and technologies including the moulded cup, elasticated straps, laser cut briefs and body-heat ‘memory foam’ shaping. There’s no question that women’s demands have changed a lot over the years, but one thing has remained the same: the ongoing demand for perfect fit, be it for optimal support or ultimate seduction. Research indicates that as many as 70% of women are wearing the wrong size bra. Consumers often don’t realise they are wearing the wrong size bra as they don’t know what to look for, and think that one size fits all across all brands. Triumph has fitting consultants in-store to help educate consumers on finding their perfect fit and reveal a shape to love. During the fitting consultation consumers are made aware of the benefits of a good fitting bra, and are encouraged to have regular fittings.
The benefits of having a fitting are:
  • Improves your overall body shape
  • Confidence boost – improves your outerwear look
  • Comfort factor – all day comfort...
  • Great support for your bust
The Triumph brand has a presence in a number of different distribution outlets. These include:
  • Major department stores nationwide: Debenhams, John Lewis,   House of Fraser etc…
  • Specialist lingerie independent stores nationwide
  • Online e-tailers who stock the Triumph collections online: Figleaves, ASOS, Flowerbags etc…
  • Triumph retail stores; 5 locations – Basingstoke, Cambridge, Walton on Thames, Exeter, Cheltenham and 2 clearance stores – Swindon designer outlet village and Clarks outlet village, Somerset.

The creative challenge

The challenge is to create a piece of communication that highlights the importance of getting properly fitted for a bra. Most importantly the communication must work in a Point of Sale context, and you must demonstrate how your idea would come to life in-store.
Typical POS elements we produce for a standard promotional kit include:
• A4/A3 tent cards – perfect for placing on tops of stands in store and on till/display counters.
• Product swing tickets/garment stickers – for display over the neck of the lingerie hanger. The stickers would stick to the actual garment.
• Floor free standing display option – typically we have used lifesize strut cards/toblerones to promote the message. This element can also provide the retailer with a window solution if they have allocated one for the promotional message (varies between different retailers).
• Promotional flyers – A5 size to hand out in departments or in store.
Your creative concept must be able to scale to contexts beyond Point of Sale and we would also like to see how you think it can come to life elsewhere. For example, you might want to consider how things scale online or how advertising local to stores would work. How you approach bringing your idea to life more broadly is entirely up to you.
We are very open to new innovative ideas, so long as the fitting message is conveyed in an approach that will appeal to the target audience.
We would like customers to instantly recognise Triumph as the first choice for fitting. We already have an active training schedule in place for new and existing staff, so can be confident that the fitting is of a high standard across the board – this should be reflected in your communication.
Historically Triumph have used model photography to convey the fitting message, however you are welcome to explore how we can move on from this, and look at other methods such as illustration.

Copy Requirements

In the project pack you will find a couple of previous examples of our fitting communication, so feel free to use the copy from this. Alternatively if as part of your concept you think of a ‘fitting’ strapline, or alternative wording which sits well within your concept then please do use this.

Creative Considerations

Triumph is a global brand and we have guidelines in place for logo usage that you will need to adhere to. Details can be found in the brief’s project pack.
The execution of the campaign in-store needs to be simple but impactful, as consumers will be shopping in a busy environment and often don’t have time to stop.
When communicating with our target audience you should: engage, show emotion and understand their lifestyle.

Target audience

Our aim is to attract ‘Style Seekers’ women aged between 25-50 years.
Style seekers have:
  • A high interest in fashion and beauty and are inspired by window shopping, in-store campaigns and advertising which highlights fashion trends etc…
  • The bra completes an outfit and is always purchased with outerwear in mind.
  • Tend to buy sets and shop in department stores, online and specialised lingerie boutiques.
  • Usually have a large lingerie wardrobe and shop on a regular basis.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.

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