DREAMWEAVER - Session 1

http://ollymoss.com/

http://vickiandlaura.co.uk/

http://mikebaileygates.com/

http://www.awwwards.com/

http://www.listeningwithmyeyes.com/

http://www.the-studio.co.il/#

http://www.ok-studios.de/home/

http://www.toyota.com/camryeffect/

Final Crit Feedback

In pairs of 3 people were a

Progress Crit Boards

Bottle Label Layout

I wanted to keep the layout simple, just having the cross section of the fruit in the central so that it wraps around the face on view of the bottle. 

I played around with the layout of the type and decided that the '100% natural' should be arced to fit the shape of the orange. 

I have included the small fruit vectors that Francesca did onto the label 

The initial layout for the bottle that we are going to use for the progress crit

Putting together the bottle label

We have decided to use the illustrator vector of the cross section of the fruit on the the front of the label. For the rest of the information I just wanted to just adapt and update the information on the current label so to make it more relevant to our promotion concept.

Fruit photoshoot

Open publication - Free publishing - More graphic design

Phone App Designs

Posters...initial designs that need improvement

Open publication - Free publishing - More advertising

Fruit Logo Designs

Open publication - Free publishing - More fruit

Bottle Designs

Orange & Mango Bottle Label Designs

Open publication - Free publishing - More drinks


Cloudy Lemon & Apple & Blueberry Label Designs

Open publication - Free publishing - More bottle designs

Action Plan

- Buy the range of drinks and photograph them
- Photograph each fruit that is in the flavours - similar to the other adverts
- Re-design logo to fit with the packaging
- Poster campaigns
- Billboard Campaigns
- Napkins


Phone app - research and look at design the basics
- chose the pages that we are going to propose


Ideas
- One idea is that we could take the photographs of the actual fruit and then edit them in photoshop to make them look cartoon.

Gradients and Initial Poster Ideas

These are a few quick designs for the poster campaign that I designed. I wanted to use the 3 colours of the gradients on the current bottles but then use the colour to catch people's attention. The campaign will be a series of 3 posters...each reflecting the different flavour. 

By placing the logo with the name of the brand in the centre will focus the eye of the target audience into the centre and allowing them to register with the brand. 

Using the hierarchy of information I felt that out of the information that was needed to be included I think that people are more interested in the amount of additives and preservatives their drinks have, the more natural the better, so this is what I want the audience to focus in on. 'No Sugar' is the next part to where the eye is drawn to...and so on. 

I think that including an image of the product will also help for connection and recognition for when customers see the drink in a shop...and then be interested in trying / purchasing it. 

This is a poster that I wanted to create as a single promotional piece of design that combines all the flavours - keeping the priority on the amount of white space so not to over complicated the design I wanted to add colour into the '100% natural' line...which I feel works very well. 

Overall I am pleased without these designs have turned out, I just wanted to keep them simple and see how the block gradient of colour works within the rest of the piece. 

The typeface works well although I want to see if I can use the other two typefaces that we were given to use and see how it turns out. 

I do feel that they work well as a set, I feel that the white poster is actually the most successful because of the contrast of the colours, white and the large black logo. 

Typefaces

In the brief project file that was provided we were asked the for any text on a page that we had to use;

Blockhead Blackface

Blockhead Unplugged

Berlin Sans

Problems....

I was able to download the 'Blockhead Unplugged' typeface for free however the other two I could not find anywhere to download for free and some websites charged up to $80...so after talking to Lorraine who suggested that because we are proposing the designs that we should look for similar looking typefaces. 

We found...

In replacement for Blockhead Blackface we found Pointy Solid....

The main difference with the two typefaces is that the Pointy Solid typeface's 3D effect appears on the bottom right angle while the Blockhead Blackface appears on the top left.

Fortunately...in many of the current current promotional designs, Feel Good Drinks mainly uses the Blockhead Unplugged typeface (which I was able to download for free.)

Fruit Characters

 By characterising the fruits and the juices we thought that this would give the drinks more of a 'humerous' and 'playful' tone of voice. These are just initial ideas of fruits from the flavours of the drinks that we are using

- Orange and Mango
- Apple and Blueberry
- Cloudy Lemon

At the moment the fruits are very basic but I want to improve them slightly and give them more...emotion / feeling

The Combinations / Flavours

Apple and Blue Berry

Apple and Mango

Cloudy Lemon 

(for this I thought about putting a cloud behind the lemon so it looked like sunshine and cloud but then I felt that this didn't promote the 'feel good' factor of the drinks

Poster direction - ideas and formats

After looking through a series of posters for juices and how they show their messages clearly and in a simple format, it is clear that most of the posters are image based; a photo or vector of the fruit on the page or the actual bottle of juice, then with a simple message. This is the direction that I want to start off with for the posters; keep the poster simple, keep the message clear. The brief state that they want us to keep the tone of voice light, playful and humorous, this I feel we can also do through creating cartoons of the fruit flavour in each of the bottles.

Below are examples of some of the posters that I feel are very successful.

Each of these poster are successful in their own way, they are all image / photography based with humorous adaptations that play on the simple and easy nature of the drink.

I think that the top right Tropicana poster is the one that we want to take the route of - simple, effective but a clear message.
I think that having the company logo and the strap line placed in the bottom left or right corner also looks very good - a good layout, professional, sophisticated but still easily read.

Colour Choice

Many of the current adverts at the moment use bright colours that you cannot link back to the colour of the drinks.
In the package provided we have been told that for all the headings / text that we use they have to be either black or 046 (red) but then for our other designs I wanted to use the colours that have been used in the bottles of the labels we are promoting.
In the booklet below there are a series of colours, I thought about using gradients that we slightly brighter than the gradients being used at the moment on the current bottles however on the 3rd page you can see my chosen 3 colours.

Open publication - Free publishing - More graphic design

Crit Feedback

Crit - what we want feedback on

We were asked to write down 3 points that we want feedback on in relation to our project. We wanted to know;

• Deliverables; are they appropriate and do they think 'big' enough - this doesn't mean just propose a huge idea because in the brief they said that they are a small company and not much money to spare. 
• Target Audience; Have we aimed it at the right people and have we narrowed it down enough?
• Overall; are we being creative enough and will it "help make people chose Feel Good Drinks?"

Where we go from here

After creating the 5 boards for the crit; we have made a plan of where we go from here and how much we have to do before the next deadline;

• Label Designs (include)
• Logo
• 100% natural
• sugar free
• bottle information
• Billboards & Bus Stations
• Stickers
• Posters - we are going to create a series of 3 posters that are all connected to each other and ideally then will be representing each of the 3 flavours we have been asked to advertise. For the posters we have come up with the idea of creating characters out of the fruit flavours for each of the bottle - this way it will personalise their products and hopefully make them more appealing

Information - need to make sure that all the important health factors of the drinks are taking the prime place and very clear on the pieces of design as this is what we want to advertise

Taste - we need to look at ways that we can clearly represent the bursting taste of the drinks

5 Boards

Open publication - Free publishing - More advertising

Ideas for 5 Boards

For wednesday we need to come up with 5 boards that demonstrate what we are going to do / produce and how we are going to go about it;

This means we have to include;
- Brand Background / Information to Include
- Target Audience
- Product Proposal
- Media Distribution
- Advertising Campaign


Previous boards for other projects have included; concept, context, target audience, primary sources, secondary sources, initial ideas, specific content, visual concept, visual content.

Target Audience

Who they are

• 20 - 30 year olds
• Men and Women
• Students and Professionals
• 
  

What is their lifestyle like

• Part time or Full time jobs
• Students at University / College
• Busy life style - rushed lunches?
• More aware of eating / drinking healthy - aware of choosing a healthier option
• Possible gym membership

Where to we find them / target them

• In major cities and towns (where universities and jobs are)
• Use public transport; bus, train, tube, taxis
• Car owners - motorways, duel carriageways, petrol stations, car parks, q-ing at traffic lights
• Local cafes / sandwich shops
• Off licence
• Fast food places
• Uni Cafes / Shops / eating areas

How do we catch their attention / what are their interests

• Use words not sentences to catch eye
• Price / Place 
• Ingredients
• Pictures (fruit - crushed - plus water = bottle)

What do they use / read

• internet
• phone apps
• blogs
• facebook
• twitter
• mail
• newpapers
• radio
• youtube
• news pages
• TV

STUDENTS

http://www.marketingminefield.co.uk/targeting-student-market/

The size of the student market has grown rapidly in the UK over recent years, with 1.8 million students now in Higher Education Programmes.

Although students do have a restricted budget many are living away from home and are therefore making independent choices over which brands to buy for the very first time. Attracting students at this time has huge long run brand loyalty effects.

With a combined spending power of more than £10 billion and an average student spending over £5,000 each year the student market can be a highly lucrative one. Students are certainly the most profitable group of 18-24 year olds.

Here are some statistics from Campus Group, a company which focuses on student and youth marketing:

Student Lifestyle Statistics:

• 92% visit the cinema each month
• 46% go out clubbing each week
• 79% go to gigs each month
• 43% have a part time job
• 71% go traveling at least once a year

Annual Spend by Students:

• £483 on clothes
• £874 on out-of-home entertainment
• £820 on food
• £1,300 on rent
• £524 on travel

The Student Union – many official student unions offer advertising options around the university, with one option being to sponsor a university team or tournament. Simply putting forward £100 as a prize fund for a tournament can be an effective way of reaching a highly selective group of students.

- Student Newspapers – most universities have their own student newspaper run by students, and there are also student newspapers run by external firms. Unlike mainstream print media advertising tends to be priced very competitively.

- Student Radio Stations – sponsorship and advertising opportunities do exist but always research the student radio station that you’re thinking of advertising on – quality and the number of listeners does vary greatly depending on the university.

- Flyers – this form of promotion is often used by pizza delivery companies. It’s inexpensive and depending on the product or service can be very effective.

- Online Advertising – with students spending so much time online the internet is a marketing channel not to be ignored. Many university clubs and societies have websites that are receptive to sponsorship opportunities, you can advertise on Facebook at a highly competitive rates (approximately £0.50 per thousand impressions), or even sponsor popular student forums, such as The Student Room.

- Email Marketing – there are companies that have extensive opt-in email lists for students. However, research the company providing the list to ensure that they are opt-in lists – the last thing you want is to be accused of spamming.

- Direct Mail – some companies have lists of student addresses that you can rent or purchase, or you could even approach local estate agents and ask to be given access to their list of student houses, in return offering a fee or cross-promotion.

- Outdoor Advertising – at most universities, particularly those that are campus rather than town-based, there are opportunities available to advertise on local buses or advertise on outdoor posters at bus stops. The downside is that this form of advertising does tend to be considerably more expensive than most other forms of marketing.

- Referral Programmes – students have wide social networks and limited budgets, meaning that they are always receptive to a generous offer. Setting up a lucrative referral programme, particularly when done online, can generate excellent results.

PROFFESSIONALS

Competitors

In the information pack that was provided with the brief they have compared the sugar content of the drinks below;

• This water
• Drench
• Vitamine Water
• Volvic Touch of Fruit
• Pure Pret
• Neuro Water

I also believe that because they are advertising their drink as sugar free fruit juice that they will also compete with 

• Innocent Smoothie
• Corpella
• Tropicana
• Sainsburys / Tesco own line of fruit juices

I need to look at the way the their competitors advertise, and how effective it is. Innocent smoothie I believe is the main competitor as they are now a huge brand and advertise that their products are also 1 of your 5 a day, no additives, sugar free and very healthy. Just like the brief asked; Innocent use a fun, playful and slightly cheeky tone of voice when talking to the customers, it gives the drinks an almost childish character and mimics the 'innocent' nature of the brand and product. This is something that we need to concentrate on perfecting. 

About the Product

I have managed to get my hands on one bottle of this drink. Even though they have been advertised that they are sold in all the major stores; Tesco, Sainsburys, Waitrose, ASDA etc...I have been into branches of these stores and could not find them. I did manage to find the orange flavour in Wilkinson, however this was the only flavour that was on offer. It was the larger drink that is contented in a glass bottle (not the product that we were asked to advertise in the brief.) I think that their main issue is not with the product, it is where they are sold. They are only sold in the major supermarkets - the centre of all competition and customers are more likely to go for a brand that they have already heard of.

I did try the product and after all the talk (in the brief) about how tasty the product was I was expecting the drink to be more like the Innocent Smoothie, however it is more like a weak and watered down bottle of juice. I can now understand why they are trying to advertise the fact that there is no sugar in the drink as even upon the tasting it I thought that there was a lot of sugar in it. I brought it with someone else and offered it to them, and their reply was 'no thanks, it looks like syrup'.