What is the brief problem?
J20 are wanting to re-design their brand in order to appeal to a different audience. They believe their current brand design is seen as childish as currently 40% of J20 consumption is done by people under the age of 16.
What is being asked to be done about the problem?
We are being asked to re-design the brand image to appeal to a new target audience of people between the age of 25 and 35. They want the brand to be seen as something to be proud of to be seen with and should communicate that the brands expressive, unpretentious and playful personality.
What is the brief trying to achieve?
The brief is wanting to change the existing pre-conceptions about the J20 brand and get rid of any negative connotations associated with it. J20 also wants to make it clear about the brands recipe, that it is a blend of two fruits.
What is the message?
That J20 is a hip brand and a drink that delivers strong, well-rounded flavours.
Who are the audience?
The target audience are 25-35 year old men and women who enjoy socialising but don't need to consume alcohol to have fun.
How will the message be delivered?
By retaining some of the recognisable brand image, but re-designing it to appeal to a different audience, also taking into account of how you would promote the taste of the drinks and the colour scheme.
Who will benefit?
J20 will benefit from the re-design as the brand won't have any bad connotations afterwards, also people who like J20 but feel embarrassed to be seen drinking it.
Can you forsee any problems?
I have never really designed anything for food/drink packaging.
2. http://www.ycn.org/awards/ycn-student-awards/2014-15-ycn-student-awards/briefs/yorkshire-tea
What is the brief problem?
Britain is a nation of tea drinkers, but recently the number of mainstream black tea drinkers has declined.
What is being asked to be done about the problem?
We are being asked to creative an innovative design for the company to help appeal to a younger audience.
What is the brief trying to achieve?
The brief is asking us to try and improve the overall image of Yorkshire tea and to add to the tea drinking experience for the customers.
What is the message?
The message is that Yorkshire Tea know how to make a proper tea, and create a better quality tea than any other brand.
Who are the audience?
The main audience for Yorkshire Tea drinkers is 35+ males and females, black tea is not as popular with a younger audience, which this brief wants us to change.
How will the message be delivered?
By creating a new/improved image of Yorkshire Tea that offers a new drinking experience and encourages tea drinkers to buy the brand.
Who will benefit?
A younger tea drinking audience will benefit from being encouraged to start drinking more black tea.
Can you forsee many problems?
The brief has not given too much away about exactly how they want to improve the brand in a design sense.
3. http://www.ycn.org/awards/ycn-student-awards/2014-15-ycn-student-awards/briefs/propercorn
What is the brief problem?
How can the brands ethos and image by conveyed properly to the audience?
What is being asked to be done about the problem?
They want to find a way to engage with their customers and push the boundaries of brand design.
What is the brief trying to achieve?
We want to consider the daily touch points of our customer’s life where they will be most receptive to engagement. How can we creatively connect with them in these moments and give them a memorable burst of our brand and beliefs.
What is the message?
The message is that Propercorn are a hip brand.
Who are the audience?
Opinion formers, young professionals, 20-35 year olds. They are; time-poor, urban, health conscious, culturally savvy and have an appreciation of the arts. Our product and packaging naturally appeal to women but we aren’t driven by this.
How will the message be delivered?
It could be delivered in many ways depending on our practice, we could re-design the packaging, create a campaign or create new branding imagery for shops.
Who will benefit?
The company, consumers who are busy people and want to eat a quick and healthy snack.
Can you forsee any problems?
It may be hard to come up with a solution seeing as the brief is so open to interpretation.
What is the brief problem?
Britain is a nation of tea drinkers, but recently the number of mainstream black tea drinkers has declined.
What is being asked to be done about the problem?
We are being asked to creative an innovative design for the company to help appeal to a younger audience.
What is the brief trying to achieve?
The brief is asking us to try and improve the overall image of Yorkshire tea and to add to the tea drinking experience for the customers.
What is the message?
The message is that Yorkshire Tea know how to make a proper tea, and create a better quality tea than any other brand.
Who are the audience?
The main audience for Yorkshire Tea drinkers is 35+ males and females, black tea is not as popular with a younger audience, which this brief wants us to change.
How will the message be delivered?
By creating a new/improved image of Yorkshire Tea that offers a new drinking experience and encourages tea drinkers to buy the brand.
Who will benefit?
A younger tea drinking audience will benefit from being encouraged to start drinking more black tea.
Can you forsee many problems?
The brief has not given too much away about exactly how they want to improve the brand in a design sense.
3. http://www.ycn.org/awards/ycn-student-awards/2014-15-ycn-student-awards/briefs/propercorn
What is the brief problem?
How can the brands ethos and image by conveyed properly to the audience?
What is being asked to be done about the problem?
They want to find a way to engage with their customers and push the boundaries of brand design.
What is the brief trying to achieve?
We want to consider the daily touch points of our customer’s life where they will be most receptive to engagement. How can we creatively connect with them in these moments and give them a memorable burst of our brand and beliefs.
What is the message?
The message is that Propercorn are a hip brand.
Who are the audience?
Opinion formers, young professionals, 20-35 year olds. They are; time-poor, urban, health conscious, culturally savvy and have an appreciation of the arts. Our product and packaging naturally appeal to women but we aren’t driven by this.
How will the message be delivered?
It could be delivered in many ways depending on our practice, we could re-design the packaging, create a campaign or create new branding imagery for shops.
Who will benefit?
The company, consumers who are busy people and want to eat a quick and healthy snack.
Can you forsee any problems?
It may be hard to come up with a solution seeing as the brief is so open to interpretation.
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