Handing in was a real pleasure to do because as i laid out all of my work i was surprised by how much I had to hand in. Initially i felt like my pile of work wouldn’t look particulate large but then i realised i had several Brand theatre pieces still in my studio space. I laid out all of my work in order of briefs, piled up my sketchbooks in order of there completion, placed my product prototypes on the side, and left specific annotations for each section of the piled work in order better help the examiners understand the work they were viewing beforehand. This i think helps them also to better engage with my project and allow them to see my continual development and iteration process as i came to a conceptualised FMP. I feel i have worked my FMP to the best of my ability, however, as i have learning difficulties and should have been awarded the extension but was however not able to have an assessment in time before my hand in, if i had had the two week extension I feel i would have generated more work and possibly excelled the concepts of my website mockups further. Working with the time frame i and however I worked incredibly hard on digital work which i am not family with, i feel i have done myself proud in managing to render digital work in the space of five days before hand in after my project came into a review and told to rethink its visualisation. The Empathy & Enterprise studio has taught me a vast amount about Branding and the minute considerations taken in creating and excelling a brand. I learned through this module what a manifesto is, the brand ethos and what they want to achieve and stand for. I also learned a lot regarding concept boards, market research, surveys, infographics, logo realisation, prototyping and brand touchpoint. Each brief during the third year has served to simulate the practice of brand design. In hindsight I have enjoyed this studio but went intuit it thinking i would be learning and eventually branding myself as a designer and illustrator. This was not what I ended up doing. I have found that this studio has revealed how I excel more as a creative thinker and find my struggles come to the physical visual communicating of an idea, something i will work on or work around by using methods to help overcome this. I have discovered a lot about my identity as an illustrator and as a potential designer and have found the final year at university to really be the year one straits to figure out who they are and what they’re intellectual capitol is.
Prepping and organising my project work so far.
As the first assessment deadline lingers ahead I have been organising and collating all of my current project work. This was to nicely organise for hand in and also to see where I am lacking in my work.
Look mum no hands brief.
So far I have experimented with photocopying my original illustration and made a mock up book of my experience in the look mum no hands cafe. I have a thick pile of photocopies, and the acetate designs that I used to create the photocopy images to begin with to create a layered transparent image. To add to this brief would be to print a physical book of my photocopies as a final piece demonstrating my interaction with the brand touch points. Also maybe to place my original illustration in a frame as an artwork piece actually for the cafe itself as a tutor commented saying it looked like a piece that they would have in their cafe themselves. Overall I have a decent amount of work but a quick tutorial with a tutor before hand in may be needed just incase I can add something quick to it.
I really enjoyed communicating this brief as I took the opportunity to use my own illustrative skills for the first time in my projects. Taking advice from our tutor I also made a editorial page layout as part of the brief outline, this was a method to accomplish the brief for a lot of the student in the class found this brief more difficult to do. I actually found this brief the easiest and most enjoyable. I made one illustration and used again a photocopy process to add a background to my illustration, a tacky Christmas paper design. As of now I feel that I can’t add anymore to this brief as I accomplished it without a lot of problems, but maybe this means I pigeon holed my designs but either way I will add what is ever needed.
Breakfast Unscrambled brief.
As I piled up my physical pieces I am actually certain that this project needs more work. I struggled with this breakfast brand simply because there was an incredible amount of variables to consider. I have made a digital type of my brand, Infographics of the breakfast survey for the brief, illustrations of the product, experiments with the type face and a series of initial mind maps on the brief. I have about three sketchbooks however dedicated to this brief and that has always been my strength. I constantly document, refine and ponder ideas but usually leave the brief unfinished in my opinion. I know for the deadline I will add more to this such as making a brochure and advert poster of the product. Also an analysis of other brands in the same category as my breakfast.
I have accumulated a substantial amount of work for the briefs and am so far happy with my designs. I feel I have accomplished the Brandlfip brief, I am almost compete with the Look mum no hands brief but the Breakfast brief is not complete. I will go over the briefs to see if I have answered them specially in particular the breakfast brief.
Brand that Can is the new brief that requires research and design to implement branding for a fictional enterprise with a social focus.
About the brief.
The brief stems from the This Girl Can campaign that encourages and motivates women of any shape, size and ability to take up a physical sport. Watching a conference talk of the directors of the campaign revealed how they spent an incredible amount in the research of figuring out why 2 million fewer women took up physical exercise as opposed to men. The aide came down to the feelings of lack of ability, not liking how they look when they exercise. As a campaign they prided themselves on getting to the core of the problems than working simply in the surface, a tactic out tutor Ricardo also told us to do. Initially I found This Girl Can to be a great campaign when I first saw the television ad. I actually now believe it to be feeding into this feminine stereotype of exercise being for men simply by making a big deal out of women doing or not doing exercise. I also don’t feel they worked well in keeping this campaign alive because I had forgotten all about it and I was surprised tolerance that they haven’t teamed up with any sports brand for clothing such as Nike.
The task for the day.
However this served well to helping understand the brief we were given. Our task was to research the given references of brands and investigate what each social focus was and wether this was good or bad. We investigated in groups brands such as Crack&Cider, a brand that aims to help clothe the homeless through a shopping website by giving the customer control over what they can buy to clothe a homeless person. It’s basically a shopping website. I thought it was great. It works more than the mundane charity money collectors you see stood in the street getting the odd pound coin, this is charity working targeting the public through our control and digital obsession with shopping. I also loved the name that came from a simple but resonating comment from a homeless neighbor of the founder of the brand. The only problem is that they call themselves a non for profit brand but they however explain how they’ve had to use the profits to make flyers, buy a shop and make a website, which is not illegal, but saying they are non for profit is not technically true.
We also investigated variousbrands that were think tanks for solving current economical and social issues. There was not one of these that I thought did anything other than point out problems in society and take donations. They have a social focus but didn’t really do anything. Another branding company on the other hand called Swapsocks, was a company similar to Toms in that with every pair of mismatched socks you purchased bought an eye test for the less fortunate with declining eye health. As branding it worked effectively as it was clear what they were about, how they made the socks (themselves) and what their social focus was.
My thoughts of the task today.
The point of this exercise was so we could turn this idea onto our breakfast Unscrambled projects and apply a social focus onto it.
I am currently toying with the idea of brining my Diptea brand into the homes of the elderly or lonely. Quite like Mcmillians coffee mornings, instead of going out for tea, Diptea is brought to you in a lovely package. Other ideas stemming from this would be including a letter in the package written from a neighbor or someone local who personally sends the package to the elderly or someone lonely. Making this a community and social focus as similar to the recent John Lewis advert that has touched upon the loneliness amongst the elderly.
I am still in the early stages of these ideas but initially this is my first viable option for making Diptea a social focus brand.
To visualise my product for he breakfast brief I actually made the pedcit myself. I spent hours baking cupcakes in which I added many different ingredients and dyes into the mixtures, I then chop eps them up into cubes and added a lollipop stock in the centre. For the finished result this wasn’t necessarily to see if I could sell it but more so to visualise how the product would look and wether the intended packaging design would also work with the actual product. I can say that the pyramid shaped box would work but also would a little square box quite like a favour box at a wedding or occasion. The unifying quality would be that the Diptea stick would be used as part of the packaging to be held in then hand.
Inspired by the Lula magazine brand display by creative agency Fiona Leahy, I began my initial sketches into how I am envisioning my Diptea brand display. The creative agency of Leahy worked with illustrator Emma Rios who decorated the pop up stall in situ in Harvey Nichols. I loved how the illustrations spoke so boldly about the thematic and attitude of the magazine which seemed very playful, lighthearted and very dreamy. It looked to me so innocent like a little girls dollhouse cutout, the warm pink colours inside also alluded this innocent and lighthearted vibe to the brand value and experience. My initial sketch ideas are made with a black brush pen. The space I have is a large white wall so I intend to design a tea shop setting onto the wall- a window and a shelf that I will make 3D so I can also sell my Diptea cakes in their handmade packaging. I have also been toying with the idea of a hanging doorway for people to walk through and come for abit of cake and have a little chat. I’m going to be placing a small round table and two chairs for two people to actually have a drink and snack. With this I am trying to illuminate my brand values of social interaction, I love going to tea rooms and it’s the interaction between many of the men and women of all ages that I feel make a tea room what it is. It is also a cosy and indulgent brand with luxury finger sized cakes to eat over a long chat with a friend or family member. I am still in the design and sketching stage but intend to stick with this style of displaying my brand.
New brief for our Breakfast project. Entitled Brand Theatre- my task is to bring my brand values from my breakfast unscrambled project to life in a 3D display (merchandising) or saleable object (merchandise)
The outcome might be something simple but iconic for the brand. I have to think about subtle expressions of the brand that aren’t branded with your logo. I must consider how I might delight or surprise your customer and how I can involve them in experiencing my brand.
Immdeiatley I began research into brand experiences and looked into different brand displays.
I took my hand rendered Diptea type and digitalised it into a vector, I then worked on my first digital version of the Diptea brand. I used the pen tool on photoshop which I found easy to use as I’ve had experience using this tool a few years ago, that is the most part of my digital background before university. I traced the letters for my hand rendered type and then played around with the type in my colour palette colours of pink and blue. I tried using yellow which was also an option but I found that yellow will not work as a single colour for the type itself. Using the rule I learned from a previous lecture, I tried my type in black first to see if the type works atall. I’ll be honest to say the hand drawn type needs a lot of work, the I and the p are the only letters that worked effectively in the logo atall. I turned to the digital type and began working on the same principle of using the masking tool to cut up the letters and create the effect of submerging the type into a drink like the product itself. I experimented with the colour palette of blue and pink and I liked the combination of the two into one logo, but I am probably going to keep it singular to one colour but for the packaging I will incorporate both.
The cutting up of the letters was enjoyable but I intend to only cut up a few of the letters and leave the rest. The letter D, I, and E I will cut up but will leave the other letters. Combining the bright colours works well with the logo to convey the brand, if I had kept the type black it would not work with the whole thematic of the brand. After creating a digital type I decided to play around with it, so I printed out a physical copy and folded and chopped out sections manually. I photocopied every different fold and scrunch I made.
To create my own type I’ve been trolling though the web, typography sketchbooks and general art books looking for type that immediately caught my eye.
The letterman Ben Johnston instantly caught my eye! His large scale typography murals are exquisite and so in vogue right now within contemporary culture. My attention is instantly caught by the use of white and white black colour with type and his commission for a well to do sports brand was insane! His letters are beautifully rendered in large scale with thickness and clarity to each word. I can’t get enough of this guys work. I’ve found his style very inspiring for my own rendered type, wether it matches into my niche market in not sure as of yet but will find out after a few tryouts.
Today we presented the work we have done so far for the Breakfast Unscrmabled brief. Emily gave us a checklist of thins to look for and to comment on through one another’s presentation.
- Creative Language
- Communication-clarity, focus, convictions
- Creative Graphic media
- Exploration, Iteration, and references at each stage
All the presentations were strong, all the ideas presented for this breakfast brief were great. Some were brilliant in how they managed to harness a niche market, an example would be the brand idea for Nordic Tea by Christopher which was a niche market I never even thought of or even knew about, his illustrations for his packaging were beautiful and wonderfully crafted. Another was a breakfast for children and young families called Pop eat by Marta, her use of a ball split in half for two separate foods for children was a lovely idea. One of my favourite presentations was by Samir, his idea of bringing back the social interraction surroundig the ritual of breakfast was through reviving old vans that would come around local streets, with tables and food and would create a huge breakfast outside for the hole street to have breakfast together. The visuals he used were wonderful, there was not one logo he made that no one didn’t like. The vintage style was succinct throughout his presentation which sold the idea effectively!
These presentations made me nervous to preset my idea for the Diptea brand. None the less I presented and spoke about the journey I took throughout the brief in order to re invent a breakfast. My presentation showed a lot of primary research and secondary research into the afternoon tea market that my Diptea product was aimed at. I adore tea rooms and frequent them with my mother on many occasions. I adore the warm atmosphere, the socialising, the lovely ladies I end up making friends with and the overall aesthetic of the tea room. I spoke of my ideas surrounding my type which I admitted to being quite stuck on, also the packaging ideas I had began to conceptualise.
Overall ny presentation was received well by the class and Emily. To improve I am to play around with my type to make a more creative logo. My current Logo is quite American vintage in style and I intend to lean towards the vintage/romantic typography, but I was advised to create a more creative type like the digital type I made with Adrian in a previous workshop on the Language of Type. Also as my product is catered towards afternoon tea Emily asked how I could ring it back to the breakfast area, so the suggestion to make the Diptea cake in breakfast food flavours such as marmalade, butter on toast, eggs and bacon. Perhaps the shape of the actual cake would be different for breakfast flavours and possibly I would create a breakfast range of my Diptea, this would have different imagery and illustrations to the packaging comapred to the Afternoon Tea version.
Enily also illuminated that my product is more about the social environment provided by a tea room. Instead of creating a product to be sold in retailers it would work as a pop up cafe itself as a tea room on its own. I hadn’t thought of this before but instantly this idea thrilled me, so my product reinvention has become a brand establishment like Betyys tea room. Possibly I have thought to create a little pop up cafe in a DIY manor, perhaps in a rented out area or as an outside picnic area as a mock up, or to digitally visualise a Diptea Tea Room.
The compliments to my presentation and my work so far is the link I’ve made and research I have done into the Afternoon Tea market. I presented well and concisely, the research was in depth, the Idea was focused.
I think this presentation has aided in me being able to see what work I have done so far and seeing where I am currently with my project. I am going to be working tonight on the type for my breakfast where I’ll be chopping out parts of the letters to convert the word ‘dip’ – the submerging of the cake into a drink. This I believe is more playful than the type I have done so far, but I do intend to keep the original type I made for it may have possibilities for improvement and if not it serves well for development.
Had a breakthrough today with my type and finally created a typography style that is succinct in style completely through the entire word. Usually one letter or two doesn’t match well with the rest of the word but I’ve been working on the type all morning. I’ll be experimenting with the use of my pastel colour palette I’ve chosen for my brand later today but will also upload the type into illustrator to really play around and digitalise my logo. That’s also when I may add some little motifs into the logo aswell. I’ll also be researching onto blogs and books into lovely packaging design for ideas for my product.