OUGD503 Papyrus - Colouring Book Brief

Papyrus Brief - Colouring Book

Who are they:

A national charity for the prevention of young suicide. They have been encouraging people to #talkthroughthetaboo.

Stress is a leading cause of mental health problems. Papyrus focus on keeping our minds healthy, this colouring book should be used as a preventative tool for keeping a healthy mind.

The charity provide support for anyone feeling suicidal and the families who have lost loved ones. Their HOPEline has professionals waiting to help any young person in need.

The Project:
Colouring has been proven to relieve stress and anxiety, calming the mind and allowing people to unwind and relax. 

The aim of this project is to publish a colouring book titled 'The Art of a Peaceful Mind'.

The Brief:
In an adult colouring book style line drawing, create a visual representation of something that helps me feel calm and relaxed, with a couple of line explaining what it is i've drawn and why.

I can be as literal or abstract as I like. The specifications are that it needs to be A3 landscape with space for my paragraph, either using Staedtler 0.3mm fine liner pen or a 3px brush if working digitally.

Submission:

Deadline: 27th February 2017

Entries should be submitted via email to laura.wood@tbwamanchester.co.uk

It should include:
My work - Hand drawn work should be scanned at 600dpi and sent as a PDF, digital wrk should be sent as an illustrator file. If it's took big to attach in an email, use wetransfer and include a link to your work in the email.

A couple sentences about your piece.

My contact details - My name, age, university/college, and a link to my website/online portfolio for them to include in the book.

If possible, include a time lapse video of me creating the illustration.

Contacts:
If I have any questions, contact: julia.buck@tbwamanchester.co.uk

Example:

OUGD503 YCN - The Grown Up Chocolate Company - Initial Ideas

Initial Ideas:
To help start getting my ideas flowing I did a brainstorm of all the things that I could think of in relation to the brief.

Ideas possibly to take forward and visualise:

- Mystery box, although it could be seen as very cliche, I want to try and create a sophisticated approach that will show that it is for adults while being in tune with their childish side. Possibly creating a pattern using question marks, looking into foiling and lasercut.

- Surprise, going along with the idea of the joy children get from presents and surprises, I want to try and somehow capture the expression of surprise on the box in a fun and engaging way.

- Gift, I could also tie in the traditional connotations of a gift (ribbons, bows) but trying to add a more surprising twist.

- Platform, use a basic, simple design to elevate and enhance the products inside.

Rough sketches:

Surprise:
I began by drawing out the expression of surprise, looking at which features of the face best capture the emotion. I want to work further with eyes and eyebrows to see what effect that could have.

Mystery:
My initial idea was to create question marks into a repeating pattern, this is something that I want to work with further and create a digital interpretation.

I have found it quite hard to sketch out ideas so I am going to try and create some digital versions of some of these aspects. Hopefully that will help to spark more ideas where I can go back to pen and paper to properly plan out the packaging.

Feedback:
After talking through some of my ideas with my peers they really like the idea of working with the expression of surprise. This because it already has links to the current brand creating a nostalgic feeling of childish surprise. Although it has been noted that it could come across to childish and not reflect the target audience. If I was to take this route I will need to come up with something that is appropriate for the target audience but still has that hint of humour. They thought that my second idea although less original, could produce a really good pattern and an interesting outcome.

OUGD503 YCN - The Grown Up Chocolate Company - Project Pack

Project Pack:
As part of the brief a project pack was included which has the design templates for the box and outer sleeve. Logo's and brand guidelines are also included, which must be taken into consideration.

Logo's to include:

As one of the mandatory requirements the logo and strapline, ‘Nice try kids but it’s not for you’, must feature on both the box and the outer sleeve.

Template:

The design must wrap around the entire box and entire outer sleeve, and I might consider how graphics, images or text might be used in unusual parts of the packaging.

A panel of dimensions 8cm x 4cm should be set aside and left blank on the box, to allow us to incorporate ingredient and nutritional information.

I will need to either test printing this template at different sizes to find out which is appropriate to give the correct measurements, or I could go over the template in illustrator. I will definitely mock this template up, as at the moment it is hard to visualise how a design would appropriately fit on. Throughout the process I will need to make paper prototypes to see how the designs work on a 3D scale.

Brand Guidelines:

Type size is something to definitely consider, I am going to make sure that nothing is below 1.2mm (x-height), as this is more likely to be compliant with food information regulations.

Within the brand guidelines they have listed brand assets into a hierarchy of importance.

1. Brand logos - I need to make sure that the logo is always on the front of the product and that it is above any images or product name. Ideally they want it to be on a white background. The version on the brown background is to be used on the ends of the packaging if applicable.

2. Product Title - This should always be in the "Headline One" font.

3. Tasting Note - The tasting note, or product description should always be in upper and lower case for legibility reasons and I need to use the "Proxima Nova Alt Bold" font.

4. Strapline (only ever in the font provided) - The strapline should be the only type on product boxes in the this font style to allow it to be different to the rest of the on-pack messaging. It should only appear with an image of a kid pretending to be a grown-up. The line coming from the strapline can move around but it should never look like the kid is saying it.

This is something that I am really confused by as it says that 'It should only appear with an image of a kid pretending to be a grown-up.' But, within the project pack they have not included this image, so I am unsure how to proceed. I have decided to send another email to YCN so that they can hopefully help. 

5. Positioners/USPs - The two graphics are brand positioners or unique selling points about the products. "Handmade" is a stronger selling point and helps to justify the price point. "Not for little monsters" is more tone of voice, helping to differentiate the brand and strengthen the concept.

6. Tone of voice messaging - These elements again help strengthen the concept behind the products and add personality to the brand. These should be "hidden" away on box flaps or inside products. Something for consumers to find later on.

Looking at these brand guidelines has made me realise there are a lot of restrictions within the designs and not much room to be as 'inventive' as they say. However I do understand that it needs to work cohesively with their current products. When designing the packaging I am going to follow this hierarchy of information to make sure that it ticks all of the boxes.

OUGD503 YCN - The Grown Up Chocolate Company - Current Packaging

Current Packaging:

Within the current branding of their boxes and bars typography is an integral aspect. This is the main point of design, it is bright and bold, capturing attention immediately. Colour is really important, bright colours are used against the white background to help it stand out. An image of a child dressed as an adult adds humour and shows the fun, playful nature of the brand. The tag line 'Nice try kid, but it's not for you!' emphasises the joke. As well as being in script style which hints at the handcrafted nature of the brand.

OUGD503 YCN - The Grown Up Chocolate Company - Inspiring Packaging

Inspiring Packaging:

Laser cutting - This is something that I could consider incorporating onto the sleeve of the chocolate box, it will also provide a more interesting window to view the products. Colour contrast also seems important for this to work effectively.

Illustrations - A clean minimal design where the playful illustration is the main focus. This is a good way to get some fun into the design while the sophistication of the overall design with the clear layout, help it to remain for a more mature target audience.

Foiling - A technique consistently used within packaging design to indicate luxury and help give the design an extra element to stand out. I could consider using this method to show the speciality of these chocolate bars, being personally selected by you.

Typography - Strong bold typography used in the appropriate position helps to engage and grab attention. It needs to be carefully consider to make a good impact.

Pattern - Attractive patterns and strong use of colour can help make the product stand out and become individual.

Colour - Use of colour is really important to help highlight certain areas and create a visual appeal, that has a playful design. Using colour in places not necessarily where you would expect or easily see.

Looking at packaging for chocolate has helped me to identify strong aspects of design which help to make a product stand out. I want to consider some of these when coming up with my own ideas. 

OUGD503 YCN - The Grown Up Chocolate Company - Competitors

Competitors:

Thorntons

Thorntons is also considered a high quality chocolate company, this is shown through their use of packaging. The colours used are all deep and rich to be reflective of the chocolate inside. The use of swirls both on the box design and within the logo hint at elegance and something special. The bow and tag make it seem like the chocolates are especially wrapped up and chosen for that person. I would say that it is more of a formal gift as compared with the humour that The Grown Up Chocolate Company incorporate within their brand.

Hotel Chocolat

Hotel Chocolat is a luxury chocolate brand which uses simple, clean designs as a platform to highlight their products. Colour is used as an accent, to draw attention in an engaging way. Within the majority of their products the window on the packaging is very important to show off their chocolate. In this design it is in the shape of a 'H' to help highlight the brand in a more obvious way.

Cadbury

Cadbury's are playful in their designs targeting a younger audience but also being loved by adults. The strong purple has become iconic to their brand usually reflective of royalty and is instantly recognisable on the shelf. Type is fun and engaging, staying playful within each design. The brand logo similar to thorntons, in a script style and gold colour, highlights the quality and wants to reflect a handmade nature.

Lindtt

Although I have not seen this range in person I have come across this 'Hello' range from lindtt which had similarities with the branding of The Grown Up Chocolate Company. Giving each chocolate a personality and the tag line 'Nice to sweet you' is very similar with the humorous branding GUCC use. Typography is also very important having a hand rendered approach links with the handcrafted nature of the chocolate. Colour is also again used as an accent to highlight the product. The logo is script and gold, relating to the luxurious and handmade nature. However because it is on a black background it seems quite harsh, and seductive, as if the chocolate is sweet talking you into buying it.

My thoughts:
Overall it has been really useful to look at some big competitors within the chocolate industry. GUCC do have a strong brand that stands out, this is the light humour and the nostalgic nature while remaining sophisticated enough to be seen as a product for adults. Lindtt have used a similar technique within a range of their products but it is not their overall brand image. Typography in general seems to be an important technique within packaging design to attract people. Colour is something to also be carefully considered and what it could connote or portray.

OUGD503 YCN - The Grown Up Chocolate Company - About the Brand

About the Brand:

The Grown Up Chocolate Company is a relatively new brand, established around 5 years ago. The idea was to take the chocolate they enjoyed as children and make it more suitable for adults, while remaining fun and inventive. Humour seems to play a big part within the brand, having a nostalgic edge, highlighting we are still young at heart.

Although the brand is UK based, it seems to appeal to international audiences.

Demand for the chocolate bars began to grow as the brand became more established.

The Grown Up Chocolate Company is based in the little town of Harlow, Essex.

Their mission is to transport your tastebuds back to the chocolate bars of your childhood by reimagining them in the most delicious way possible.

Big, bold type is used to draw immediate attention and create a buzz around the products. Colour is used sparingly with the brown relating to the chocolate and the bright pop of pink to create visual appeal in a fun, engaging way. They use children dressed up as adults as part of their humorous brand image, with the tag line 'Nice try kid, but it's not for you!'.  

Typography is extremely important within the brand at capturing the immediate attention, this is something I will need to consider carefully.

They sell numerous flavours of chocolate, differing from what could normally be bought on the high street. They sell chocolate in individual bars from £1.99 to being able to buy 100 bars for £150. All of the items seem to be gifts rather than a normal chocolate bar you'd buy as a snack, this sets out their competitors within the gift area. 

They are stocked by these retailers which highlights the quality of the brand.

OUGD503 Chosen Brief: YCN - The Grown Up Chocolate Company

Chosen Brief: YCN - The Grown Up Chocolate Company
As I have taken a long time to decide on which brief to choose I decided to go with a brief that ties in with my own personal interests within design. Packaging is something that really interests me and is something I am considering as a career, so this will be a useful experience to see whether it is for me.

Unfortunately when trying to download the project pack the link is wrong, linking me to a pack for another brief. I have emailed YCN to hopefully be sent the correct project pack, this is frustrating as I really want to get started with it, but hopefully they will reply quickly. If they do not reply within the next couple of days I will move on and pick another brief. This is because I will not have time to wait around, i've got the time now.

Brief:
Create an original and inventive packaging design for a new personalised chocolate product. Original, surprising designs that use the simple box and outer wrapper format in an inventive, creative way. 

In addition to the packaging, I need to design a landing page, that will present the product to customers when they click through the e-commerce site to explore the customised product. The webpage design should reference the packaging to create a cohesive image for the new concept.

Audience:
Young professional of any gender, but still having a broad audience. People looking to personally enjoy their favourite ingredients in combinations that can’t be found elsewhere. And for customers looking to give a thoughtful, quality gift that allows them to choose the recipient’s favourite flavours, as well as covering the bars with playful, personal messages or images. 

Considerations:

• Designs must take into account the brand guidelines
• The logo and strapline, ‘Nice try kids but it’s not for you’, must feature on both the box and the outer sleeve.
• Designs must follow the flat templates for the box and outer sleeve provided. They must wrap around the entire box and entire outer sleeve, and I might consider how graphics, images or text might be used in unusual parts of the packaging.
• A panel of dimensions 8cm x 4cm should be set aside and left blank on the box, to allow them to incorporate ingredient and nutritional information.
• The Grown Up Chocolate Company is a young and growing brand.
• Their aim is to take the chocolate we enjoyed so much as children, and add inventive and more sophisticated twists to create chocolate bars more in tune with the adult palette.
• Humour
• Personality
• Playful
• “it’s not for kids”
• The chocolate is entirely handmade, from high quality ingredients.
• A luxurious, occasional treat

OUGD503 Studio Brief 02 - Collaboration Briefs I am Interested In

Studio Brief 02 - Collaboration Briefs I am Interested In:

Although I had already looked at the YCN and D&AD briefs to respond to individually, I wanted to look them all over again to see if any would now be more appropriate to respond to collaboratively. This is because some of the previous that I might have originally dismissed now may seem more feasible. 

YCN:

- BEAR
This was a brief I had considered responding to individually, but collaboratively if working with an illustrator to come up with the bear character, could produce a much better design. As I would be able to organise and design the card whilst utilising the illustrations. However, this would not require more than two people to complete, and I want to try and push myself to learn from as many people as I can.

- GREENALL'S GIN
Again this was another brief that I had considered answering individually. However due to the broad nature of the brief and there not being many limitations of what you can produce, it might be more beneficial to work in a team to get a really strong and distinct idea.

- ORCHARD PIG
This seems like a really fun and engaging brief, something that I would really enjoy coming up with ideas for, but I don't know if it's a product I am particularly interested in.

- THIRSTY PLANET
This again is relatively broad with what you can produce which is good, and it's an issue I would really like to get behind and help to try and do some good within design.

D&AD:

- DESPERADOS
This is quite a big brief but working with music is something that interests me.

- FUR FOR ANIMALS
This is another campaign I can get behind, to try and promote awareness in the best possible way rather than scare tactics.

- THE NATIONAL AUTISTIC SOCIETY 
Although I have never worked with video/film before, this will be something that will help me to develop my practice. As well as working on an issue that helps society change its perceptions, which is something I am interested in.

- MUBI
This is something I can relate to and I think that I could understand and represent the brand well.

SHORTLIST:

1. THIRSTY PLANET -  I have decided to choose this brief because I like the ethos of the brand as well as trying to do good through design. I am the target audience they are aiming for so this will help to give insight into what tactics actually work. The broad nature of the deliverables is also important as it will allow for more creativity without limits, as well as utilising different areas of design.

2. ORCHARD PIG - I think that this brief will be really fun, yet challenging but overall I think that I would benefit and learn new skills. I already like the branding of the company and different aspects of design can be integrated quite easily within a digital content.

3. THE NATIONAL AUTISTIC SOCIETY - This is another project I think that I could really get involved with and the importance of it will drive that. I am interested in clear communication and I think that is integral within this.

OUGD503 Penguin Random House UK Student Design Award 2017 - Idea 3

Penguin Random House UK Student Design Award 2017 - Idea 3:

During one of my feedback sessions it was recommended to try out different bird poses to see what effect that would have on the overall design.

Finding another image of parrot, I thought that this headshot could provide quite a striking image.

Taking it in photoshop again to remove the background.

After removing the background I took the image into illustrator to create a strong block silhouette.

Again, like with my first idea it produced a strong image, that would be visually engaging. To relate to my idea of the yellow parrot, it needed to be changed to yellow in photoshop.

Compared with the first image of a parrot that I worked with in my first idea, this parrot seemed a lot more friendlier. It seemed to be trusting, with the way it's beak comes together like a smile.

Mock up of the idea:

Organising type around the image was something that I struggled with, to try and produce a more interesting arrangement. I think to me this looks like possibly an old sci-fi book, maybe due to the large amount of white space paired with the typeface. I was struggling to find a place for the sub heading on the front cover but I think where I have positioned it creates more drama, immediately setting the tone.

However, personally I do not think this design is as strong as the previous, the back cover seems to let the design down a lot, this could be something to consider making better.

OUGD503 Penguin Random House UK Student Design Award 2017 - Idea 2

Penguin Random House UK Student Design Award 2017 - Idea 2 (Development from idea 1):

Taking on the feedback that I received I began looking at working with a black background. There were however issues that arose from this as the text would have to be changed to white, but this still wasn't legible enough, especially white on yellow. When highlighting the text, trying to figure out what to do, it created a nice box which made the text stand out off the page. Placing black text in white boxes helped to make the text stand out off the page, it also reminded me of newspaper headlines, highlighted text which I think helps it still relate to the content.

The yellow on the black provides a strong contrast that grabs attention immediately. The colours being similar to that of crime scene tape helps it remain relatable to it's genre. I have decided to keep the main headings with the typeface droid because the elongated, narrow letterforms seem cold and emotionless. 

However as this typeface does not work at a smaller scale I have used Futura for the sub heading and the blurb on the back page. Futura works well with droid to help represent the time period of the 60's - I want every piece of the design to work cohesively and to have a reason.

I am really pleased with my outcome as I think that it is eye-catching, and unique, something that hopefully hasn't been done before.

OUGD503 Penguin Random House UK Student Design Award 2017 - Idea 1

Idea 1:
Within the book Perry Smith describes a recurring dream involving a tree full of diamonds guarded by a snake and a yellow parrot that saves him. The Bird first comes to Perry's dream and rescues him when he is being beaten by the nun, the bird who, "blinded the nuns with its beak, fed apon their eyes, slaughtered them as they 'pleaded for mercy', then so gently lifted him, enfolded him, winged him away to 'paradise'" (93).

The dream relates to the relationships that Perry has throughout his life. The dreams change slightly over time but the parrot always remained the same, to save him. It acts as a symbol of hope and imagination, it also seems to show gleams of his personality through that representation.

This is an idea which I think is really unique, it hasn't been done before and can hopefully make me stand out within the competition. I think that the parrot is a really good symbol of meaning within the book. Within the design I also wanted to consider references to art movements at the time - one of them being psychedelia. I think that this will work perfectly as the parrot is a dream so I want to consider how I could portray it in a trippy dream like state. Pop art is also associated with the time of the crime, I want to look at how I could play around with colour to provide striking visuals.

I started off my research by looking at images of yellow parrots, although I couldn't find a completely yellow parrot, the underneath of what you'd expect a parrot to look like is a nice yellow.

I liked this image of a parrot in flight with it's wings outstretched as if in protection, sort of having angelic qualities.

I then edited the photo to remove the background.

Taking this image into illustrator to then create more of a silhouette and having more of a print quality.

I really like the effect that it has produced and I think I could work well with colour to produce some striking effects.

Taking this into photoshop I then edited it to be yellow.

Working with this as the main central focus I started to apply it to the template adding in type.

This is my first initial mock up of the idea.

I've downloaded a typeface called Droid to use as the decorative type for the title of the book, author and sub heading. However I wouldn't be able to use this for the main body as it will be illegible. For the body text I have used Gill Sans, which does work but I don't know if it looks to friendly in comparison to the other type.

Tutor Feedback (Simon Harrison):
- Test out a black cover background
- Look at book colours within the crime genre to see if mine will stand out amongst them.
- Different scale/positions of the bird
- Look at the subtext - doesn't really work for legibility in current typeface, match body text. 
- Back text could be changed, consider helvetica
- Gain feedback on what bird poses portray e.g. aggression, protection
- Likes the uniqueness of the idea - come up with multiple variations.