BRIEF TWELVE - BAPT - YEARBOOK - 2014 PUBLICATION ANALYSIS

WPA PINFOLD - PRESENTATION

Today, some members of 'WPA Pinfold' came into university and gave a talk on their company and some of its award based achievements. Once introductory information discussing the company itself had been covered, the two WPA members discussed the graduate intern opportunities they currently have available to talented students.

As a company, WPA Pinfold offer talented graduate students the chance to engage with a six month paid internship programme in which they work with real clients on live briefs to help develop their skillset to an employable standard. 

During their presentation they mentioned that students are often unable to adjust to the professional work environment due to the raise in amount of work and the speed at which it must be completed, and so the internship offers students an opportunity to prepare for this. 

Notes taken during the briefing are displayed below;

BRIEF ELEVEN - YCN - MOO BRIEF - MOO SHOP VISIT

While I was down in London visiting exhibitions I also had the chance to travel into Shoreditch to have a look around the MOO store. 

Unfortunately, my camera ran out of battery before getting to the store so I could not record anything with images. However, luckily enough I was able to get a selection of MOO products, a sample pack and also had chance to talk to one of the store employees about the competition and their usual customer profile.  

The MOO store - Shoreditch.

PRODUCTS 

The set of images below document the various business cards and sample pack that I was given while visiting the store.

Before visiting the MOO shop I was thinking of developing a sample pack similar to the one received from the MOO employee. However, after understanding that the company already have a well designed pack in circulation the idea lost relevance. Therefore, I decided to slightly change the direction of the project and focus on developing a different outcome as part of the campaign. 

VARIOUS BUSINESS CARDS;

The employee that I spoke to also gave me a discount card that I can use to get a 10% discount if I order products from the company (Don't steal code).

MOO SAMPLE PACK;

The pack was sealed with one of the MOO 'Yay!' stickers integral to the brand identity. 

Upon opening the pack revealed various elements. 

The pack also included a selection of stickers. 

Selection of business cards included in pack showcase the variation MOO can produce.

Informative booklet.

Informative booklet.

MOO EMPLOYEE - UNSTRUCTURED INTERVIEW

While in the store reviewing the MOO products I also got chatting with one of the employees responsible for running the store.  Some of the points she covered during the talk are listed below. 

INTERVIEW NOETS;

• Had not heard of the MOO brief and was interested in its specifics.
• Talked about print infinity, one of MOO's printing techniques that allows people to print business cards with a variety of different designs on the face of each one. 
• Technique was specific to MOO.   
• Customers come from a range of backgrounds.
• Recently seen an influx of younger creatives using MOO's services.
• A lot of start-up companies are also using MOO's services to produce business stationary and promotional material.
• It is mostly individuals and small companies that visit the small MOO store in Shoreditch.
• The Shoreditch MOO shop has had the lease agreement extended due to its success.

PROGRESSION 

I found the visit to the MOO store really useful for a number of reasons, all of which have been listed below;

• Allowed me to review products physically which helped me get an idea of the quality of product.
• Receiving the sample pack helped to change the direction of the project as initially I had a similar ideas listed as one of my deliverables.  
• Reading through the information in the foldout booklet that was included in the sample pack allowed me to further assess the tone of voice MOO like to use as part of their identity.
• Speaking to the employee allowed me get a better understanding of the typical profile of a MOO customer. 
• Allowed me to assess the MOO environmental graphics featured in-store - which unfortunately could not be recorded. 

BRIEF TWELVE - BAPT - YEARBOOK - DUNCAN MEETING

Both me, Danielle and Joe decided to produce the yearbook for the Printed Textiles & Surface Pattern course after unfortunately missing out on the chance to produce the Graphic Design yearbook. 

BRIEF TWELVE - BAPT - YEARBOOK - INITIAL GROUP MEETING

BRIEF ELEVEN - YCN - MOO BRIEF - CREATIVE JUICE - DEVELOPMENT

The main focuses of the campaign will be the poster set, digital advert and billboards. However, one outcome I want to put a lot of effort into producing to a high quality is the milk carton promotional piece. 

As a competition entry, it is important to stand out from the other entries by creating something creative the judges wont have seen before. I believe the carton will defiantly have this effect as well helping to form a cohesive theme for the print based campaign. 

Before progressing any further with the idea I first started to work through the specifics of the outcomes concept.

IMPORTANT POINTS - 

• Three possible sizes of carton commonly available in the packaging industry.
• Medium/small sized carton best suited for purpose.
• Would not contain milk but 'Creative Juice'.
• Milk has a short shelf life and so would not be a suitable liquid to distribute.
• Cows make milk, MOO make magic - potential tagline for carton.
• Carton will have a playful and humorous tone of voice in line with the companies brand characteristics.
• A proposal could also be produced for the distribution method.
• Product, range, distribution.
• Product would be distributed in city center locations.

INNOCENT SMOOTHIES 

One company, renowned for the success of their brand identity and business growth is innocent smoothies, a company (now owned by the Coca-cola corporation)  who produce 'healthy' fruit based smoothies.

A large attribute of Innocents success is down to the genius nature of the brand, which relies, much like MOO, on a humorous and playful tone of voice the audience can really connect with. 

As both Innocent and MOO both share a similar set of brand characteristics I decided to review and assess the companies packaging. 

Research post link - LINK 

CARTON CONTENT DEVELOPMENT 

After collecting research into the varying aspects of Innocent Smoothies I was in a position to progress with the carton design. However, before doing so I first decided to define some of the content that will be featured on the outcome. In doing so, I was able to get an idea of how the design will be composed and what information/content will need to be grouped together on different faces of the carton.  

IMPORTANT POINTS;

• The two front faces of the carton will be simple and eye catching, therefore little content will be featured on them.
• The side faces will feature the bulk of the written information. 
• Additional faces can be used for small quirky messages such as 'Cows make milk, MOO make magic'. 
• The bottom of the carton could also feature a humorous message similar to the ones used by Innocent.
• Contents tone of voice, as I have already defined, will be playful and humorous to sit inline with the brand characteristics and appeal to the target audience. 

IMPORTANT POINTS -

• Product doesn't need a bar code as it will be given out as a creative promotional piece. 
• A side face of the carton will feature an introduction to the campaign ensuring that the outcome forms synergy with the rest of the outcomes. 
• Alike the rest of the written body copy, the ingredients list should also retain the playful approach, listing ingredients such as 'Pure squeezed creativeness' and Fine ground fun'. 

ROUGH CARTON LAYOUTS 

Once I had defined the content that will be featured on the carton I progressed with the design process by creating a series of rough layouts exploring how the content could be composed.  

CHOSEN LAYOUTS 

The same layout has been used for the front facing sides of the carton to keep consistency. Although the basic layout for the faces is identical, the cow illustration will be different on each side to keep it interesting.

The layouts for the side panels is also relatively simple, both use the same placement for the MOO logo and titles, making use of a five column grid to organise content. 

CARTON DEVELOPMENT 

Once I had a set of final layouts I could progress with the creation of the graphics for each face of the carton. To ensure that the layouts are consistent and well balanced I used Indesign to help me compose the designs. 

Before adding type to the composition, all body copy was written up in Microsoft Word to ensure no spelling or grammar mistakes were missed.

Illustrations featured on the cartons were all developed in Adobe Illustrator.

NET CREATION 

To create the next for the juice carton I found a milk carton template online and replicated it using the dimensions derived from the innocent smoothies packaging.

Link

The finished net can be seen in the image below;

FURTHER DEVELOPMENT 

With the net and main layouts created I progressed with the project by placing the individual faces of the design onto the carton. 

As of yet, I am unsure as to whether I will physically produce the the carton and photograph it for the submission or if I will simply create a digital mock up.However, either way the next still has relevance and can be included as part of the competition submission to show the individual aspects of the packaging design. 

CARTON MOCK-UPS

Initially, I was considering physically creating the carton and photographing it for the competition submission. However, after some deliberation I decided not to for two main reasons. Firstly, as the rest of the outcomes that form the campaign will be mocked up digitally on the submission boards, therefore it will look more visually consistent if the carton is also mocked up. Secondly, the deadline is fast approaching, and I would rather spend the time that would be spent printing, producing and photographing the carton on developing the campaign and submission boards to a higher standard. 

Carton mock-ups were created in Illustrator and then placed into Photoshop so that the individual faces could be added with perspective to form a realistic looking mock-up.