Along with this brief, I'd selected to look at;
Forestry Commission England / Bacardi / The Feel Good Drinks Company / UK Greetings & UGG.
I'll be reviewing all of these briefs but focusing on a particular one which I'll be analysing and breaking down in more depth. With Competition briefs there tends to be no dialogue between the designer and the client which really puts an emphasis on your analytical skills.
One of my ambitions for this year was to create a highly developed and effective design for a competition brief so it's quite exciting to think of the possibilities that'd arise from winning such a thing.
The following questions form a binding contract between yourself as a designer and the deliverables...
Why have you chosen the brief?
Its best suited to my creative abilities, I found it more exciting in terms of initial design ideas than the others. I like a challenge and the coffee segment is over saturated which means they'll be looking for something different, something that will stand out. "Try to shake the old fashioned image" chance to be innovative? Designing with the 'DE' logo means I'll have a beginning foundation to work around, the briefs quite open ended but guided at the same time.
What do you want to get out of it?
The chance to produce something viable for commercial gain. The knowledge that I can target a specific 'TMG' successfully. My name in the public domain. New skills. New contacts (WIN), a coherent and effective campaign. A range of products.
What do you want to do/make/propose in response to the brief?
Creative product communications > Packaging, Point of sale displays, Type, Format etc. Something modern and contemporary. I want to show the luxury aspect more coherently because people are resilient to buy expensive coffee based on the principle of luxury alone. They need to appeal to a broader audience if they're targeting coffee drinkers at home.
Why do you want to enter the brief?
Because I'm part of the younger generation that they're potentially trying to appeal to.
What is the problem?
Creating that desire to drink coffee at home. The brands essence is: 'No-one knows coffee like we do', how does the audience already know this? Whats the difference between the coffee experience at home and the coffee shop experience so many people crave for. Appealing to the younger generation. Creating something modern, shaking the old fashioned image while still keeping the brands heritage and expertise.
What is the brief asking you do about it?
Create either; a creative campaign, products, packaging, communications. Creating that desire for coffee at home, they know there's an opportunity for this because people are already interested in the huge base of coffee chains. To create a coherent and effective range of deliverables that run as a campaign appealing to the younger generation. Maintain their market share/ improve it. Distinguish yourself.
What is the briefing trying to achieve?
Trying to make coffee seem a more attractive house-time activity, making it equally desirable as coffee drunk in coffee shops such as Costa or Starbucks.
What are the 10 most important words?
Contemporary
Heritage
Starbucks & Costa
Home
Excellence
Knowledge
Awareness
Creative
Thirst
Coffee
A quality of heritage. Expertly blended. A perfect cup of coffee...at home. Coffee at home can be as good as coffee at a shop. Home is where the heart is.
Who is the audience?
People who invest in the environment of coffee shops, THE UNITED KINGDOM, The younger generation. General Coffee lovers.
What is the context?
The home environment. Comfort/ Pleasure. Discovery
What products do you associate with the brand?
Modern/ Contemporary. People with disposable income. Sachets. Luxury. Swanky coffee machines.
(Identify) What do you have to do?
Develop a creative and innovative range of deliverables for the younger generation, without losing the brands heritage and values
(Understand) What do you need to do?
Make coffee as appealing in the home environment as it is in the coffee shops i.e. Starbucks/ Costa
(Define) What can you do?
Depends on your financing, budget, legality. Possible creative techniques. Abilities. Advertising and showcasing events. Products, packaging, communications, creative campaigns.
(Evaluate) What would you do?
-Create and organise an imaginative event within the UK.
-Innovative packaging
- Quirky advertising, attracting the younger generation through humour and social status'
-Exploit its benefits
- SOMETHING NOONE HAS DONE BEFORE.
***Do something that hasn't been done before.
Task
Re-write your chosen brief based on the interpretation of your distilled answers. Think of; initial ideas, contextualisation, test pieces, concept pitches. Think about; what do you know already? What do you need to FIND OUT? & finally...what's stopping you doing it?
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