Action Plan
Agreed similarities
Commitment // Package Led Designers // Desire to win // Hard workers // Idea generation
Agreed Differences
Presentation Skills // Illustration Skills // Places we live // Print Production // Project Management skills
The Existing brief
Creative Challenge
Make Batiste a must-have product for every beauty toolkit, appealing to new customers and engaging with existing ones.
Build the Batiste brand by creating four new graphic identities and fragrances. They should fit in with the current range but have stand out shelf appeal. Demonstrate this across a number
of practical applications, including packaging, website and point of sale.
Batiste are fashion-led, utilising trends to ensure that they have significant shelf appeal and strong brand loyalty. How can the graphic identity work harder to sell the varieties of Batiste in an instant, whilst also clearly demonstrating the full potential of the product?
Considerations
• Consider every element of the identity: colour palette, font, fragrance, graphic devices, placement of text and a distinctive style of art direction.
• Look at brand language. This includes short statements or descriptions that are intrinsic to the identity of the product and collection. Do the current messages best educate and inform consumers at point of purchase? How could they work harder?
• Work within the parameters of the existing structural packaging. The design needs to work across the full range of bottle sizes.
Target Audience
Outgoing, active, on the go and fashionable women aged 16-44: women who are short on time, but care about their appearance.
Mandatory Requirements
Produce four graphic identities, including packaging, website, and point of sale designs.
The packaging graphics must work across all three existing bottle sizes:
• 50ml (h. 120mm, dia. 35mm) • 200ml (h. 216mm, dia. 45mm) • 400ml (h. 270mm, dia. 52mm)
You’ll find the print area for each bottle size in the templates included in the online brief pack.
The Re-Written Brief
Creative Challenge
Make Batiste a must-have product for every beauty toolkit.
Creating four new identities and fragrances.
They must fit in with the current range and have a separate shelf appeal.
Be fashion-led by incorporating trends to ensure the range has shelf appeal.
Create brand loyalty.
Considerations
Consider every element of the identity such as colour palette, font, fragrance, graphic devices, placement of text and a distinctive style of art direction.
Does the current brand language educate and inform consumers at point of purchase?
The design must work across the full range of bottle sizes but not exceed the
parameters of the existing
structural packaging.
Target Audience
Active, fashionable young professional women aged between 20-30 who care about their appearance.
Mandatory Requirements
Produce four graphic identities, including packaging, website, and point of sale designs.
Background / Considerations
Batiste are experts in in-between wash hair care. Dry shampoo was created back in the 70s as a replacement for talcum powder for refreshing hairstyles. Today, they’re the number one dry shampoo brand in the UK. Growing internationally, Batiste want to ensure everyone has great looking, and feeling, hair in an instant.
Target Audience
Point of sale displays
Clearly identified problems
What needs to be presented and how.
What will you get out of this brief.
Board 1
x4 graphic identities
Board 2
show 3 sizes of the best graphic
pattern swatches
Board 3
POS displays
Board 4
websites and media
Board 5
Further concepts and packaging
Work should be documented through regular labelled posts to your Design Practice and Design Context Blogs
Evidence research, development and production of your resolutions.
Deliverables
Course related
For submission and assessment you will need to present a summary of the development and resolution of each brief on A2 presentation boards (submitted via pdf on your Design Practice Blog)
Studio Deadline
28/02/12
Competition Deadline
20/03/12
Module Deadline
18/04/12
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