Extended Practice / Group Crit

EXTENDED PRACTICE / OUGD603

ALL ON GOING BRIEFS

GROUP CRIT

Today we had a couple of organised group crits going on. We split up the groups depending on the preference in work suck as illustration based , publication based of branding based, this was so we could get feedback from those currently working in a similar mindset.

I sat with a group of 6 that was made u of individuals more focused on branding and print based produce. 

I decided to show three ongoing briefs there are all at different stages. We were asked to write down questions that we wished to ask the rest of the group.

BONE BROTHS.

I started talking about bone broths first, showing were the project started and were it is presently. everyone agreed that even though this project had dragged on, it is now at a better point than the original solution. This is through both the imagery as well as the change in packaging type.

My question for this brief was:

Do you think I should draw a line underneath this project as it has dragged on for a long period of time or should I look to expand. If so, how would I do this?

FEEDBACK:

- Because I have so much supporting material through all the testing carried out as well as the detailed illustrations, Pushing possibilities for further development of the brand would be a great way to utilise all this.

- Possible routes for further development could be - Bullion cubes, cuppa soups, Mugs, Bowls, Apron, Tea Towels, ladle, other stock products.

THOUGHTS:

I really like the idea of pushing the brief into new related areas, i feel it will help me to enjoy and breath new life into this project by looking at alternatives to a range and applying aesthetics to create a cohesive and eye catching brand.

LA BELLA / NAIL SALON

I explained that I have only juts started work on this project and had been concentrating on the logo. This is so I can then use this as a base to work around considering stationary needed by Laura at the salon. I explained the concepts behind the look of each logo as well as how they could be applied regarding colour.

My question for this brief was:

Which Logo do you like?

FEEDBACK

- Most people in the group felt that the above logo was the most suiting logo considering the ethos and situation of the salon. However it was suggested that i should look at trying lower case for the bottom type as well as looking at the bottom line. One said it 'threw her eyes off'.

- When looking at the rough possibilities of how I could organise the brand aesthetics, they liked the business card ideas and how they resemble the different nail designs Laura's creates at the salon. They also like the water colour flowers and how they reflect the fact the salon has fresh flowers everyday.

THOUGHTS

I will look into possibly using lowercase letters with in the logo in rider to soften the appearance a little. Im not sure what the comment 'throwing eyes off' meant as i don't see that at all within the logo. The whole point of having the rougher line at the bottom is to relate it to the hand rendered type in the representation of the salons experimental and hand on approach.

I still need to do a lot of work on this project with a lot more testing, so I'm not so worried about the possible aesthetics at this point.

D&AD / JOHN LEWIS

I explained the perforated bow concept sarah and I had come up with for or collaborative brief. because this brief is still in its initial stages I couldn't go into too much detail regarding the aesthetic. I also talked about the personable feel we were looking ti reflect regarding personalised notes and specialised tissue papers.

My question for this brief was:

What do you think about the concept? Is it exciting and is there any way we could enhance this further?

FEEDBACK:

- Everybody liked the bow concept and liked the idea of working with perforation. They also liked the ethos of personalised notes and gifts not only from the consumer but also through the notion of making John Lewis more personable and relatable.

- Think about how you are going to incorporate the origins and aesthetic go the current brand

D&AD / John Lewis / First Meeting

OUGD603 / EXTENDED PRACTICE
COLLABORATIVE / D&AD / JOHN LEWIS
FIRST MEETING

Sarah and I agreed to complete and brief as a collaborative at the beginning of the year. We decided that doing one of the competition briefs would be best for us as all the directions are coming from an external source as well as the fact that there is a set dead line that we can work to and reined organised and focussed.

We chose to work together as we have worked very well together in the past. Sarah and i have a keen interest in packaging design and this is the reason we decided to take part in the John Lewis packaging brief given out by D&AD.




The dead-line for this brief is - 31st March


The brief is:

Reinvent the packaging that John Lewis uses to deliver online purchases. Create an engaging, aspirational home delivery experience fit for the modern age of connected, tech-savvy, digital native shoppers.

Give online shoppers the same level of excitement and engagement that they’d feel if they’d gone to a John Lewis store. Don’t just address UK customers, think globally – the physical touchpoint of packaging can connect John Lewis to people worldwide. 

There is an interview given on the D&AD web page that has multiple contributors from the retail giant John Lewis. In the discussion they talk about what they are looking for in the packaging design as well as why these aspects are important regarding the statistics in online sales.

They wish to replicate the feeling a customer gets when the buy a product inshore. They get to experience the window-shop and the discovery of their garment.

They need to packaging to be practical and affordable. So were they are looking for something inventive, the package needs to work in mass production and delivery.

They want the consumer to be able to interact with the packaging and turn into the opening of the package to become an experience that the recipient can be consumed into.

The fact that John Lewis have such a large range of products that are delivered all over the world. this packaging has to be functional as well as engaging and the concept has to be workable across multiple areas of homeward, clothing and electrical goods.

It needs to stand out and have something that can be unique to the John Lewis brand. When it is seen in any environment, there needs to be something to do with the aesthetic that makes it recognisable to John Lewis. 

They are looking at the after life of the packaging also whether this is something that can be made from the packaging or could be made from recyclable material.

It needs to be noticeable and different yet still relevant to the brand of John Lewis.

Newness and innovation is key to this project!

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FIRST MEETING.

This first meeting was just a casual get together just to make sure that we are on the same page and understand what is being asked of us regarding the brief.

We sat and talked about what we felt was the most important points given in the written brief.

- Make the packaging and experience through interaction and relatability.

- Think of the after life of the product / recyclable material.

- Make sure that the packaging is new, inventive, exciting but still relevant to the John Lewis brand.

- Make sure that the packing works smoothly considering packaging of a wide range of products as well as making sure it works through the postal system easily.

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Sarah and I agreed that we should both look at different concepts and ideas then meet up again next week with what we have. This way we can talk about and discuss the pros and cons of out favourite ideas and really cement a good solid concept. Then we can move off from there and start to design and build.

D&AD / John Lewis / Initial Ideas.

EXTENDED PRACTICE / OUGD603
D&AD / JOHN LEWIS / HOME DELIVERY PACKAGING.
INITIAL IDEAS.


After the first meeting, we both decided to go separately and think of ideas and concept so we could then get together after the interview week and start to nail down a concept and product.



POSH BAG FOR LIFE.

- Fold over top bag
Folds over and rolls for smaller products / Larger items means the box would peak out from the back creating a cool block aesthetic from the colours of both the bag and box.

- 3 - 5  Different sizes depending on regulated box sizes, cushioning filling to protect inside.

- Different slashes on the bag that that can either make it into a rucksack or shoulder bag??

- Smaller items, gift bag made in the same way and same stuff as the larger products?

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MAKE A TOWN.

Different sized boxes with houses and other building types printed on the outside, different kind of building depernding on the shape and size of the boxes

Make up a little town with them all.

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BOX WITH A KEY

I really love the idea of having some kind of lockable cardboard box or just something that simulates the idea of unlocking the box with some sort of key.

I thought if we could create this using card in a simple yet effective way would give the feeling of specialness and almost a magical atmosphere.

The fact we could play with the concept of the key would give a great sense of exclusiveness to the customer and would also be something that would be completely new and exclusive to John Lewis.

Unfortunately I have tried to look int possible ways of carrying this idea out and there are no obvious solutions.

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CUTTING THE RIBBON.

Working with a similar concept to the key in the idea that what ever is inside the package is revealed through the individual actions of the customer. making the action more intriguing and exciting is how we can make the packaging into an experience.

Cutting the ribbon usually symbolises the opening, unavailing and presentation (usually of a property or space).

A package wrapped with a bow is usually a present for the recipient and is always met with joy. This is also a very positive association regarding the use of ribbon.



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UN-VAILINING

Again, in a similar way in which the previous ideas work, this concept plays on the action of  presenting and unavailing of something.

This can be associated with positive things such as an exciting magic trick a surprise or the opening of something new and unseen before.

You could possibly use material such as this inside the box that has it be lifted to reveal the product that is within the package. I could be a really interesting concept to work with when it comes to some physical and workable packaging.