Brief
To design a range of merchandise for the bread making company, Hovis.
Concept
To promote baking to middle-class mothers and their children by means of the merchandise on offer.
Target Audience
Middle-class mothers who have weekends free, or at least two days free in the week, aged 25-35 and their children 5-11
The brief mentioned bread tins alot, which we came to the conclusion that they had alot of them produced and needed some way to shift them. By tying in the use of the merchandise with the tins, we aimed to boost sales of the tins, as well as the merchandise.
The main competitors, Warburtons, already had an online store to buy branded merchandise, although their website design is much professional looking, the merchandise seemed pointless, with things like trucks, and eggcups available to the customer. It did however give us a decent starting point on what to propose for the range we were to produce.
The initial character development was relatively easy, we decided that by simply using baked goods as a basis for the characters we had a good starting point on coming up with names, and how to apply them to the products. We wanted to keep the charcters quite low-bro which fitted in with Hovis’ current look.
The choice of finish concerning the illustrations (vectored) was a mutual decision that rather than a hand-made, unprofessional finish, itwould be more sleek and representative of the company.
Contextual reference: Karoline Phil Hesque
The proposed products, they come in various types of bundle packages, depending on what the target audience wants, with the option to purchase them individually. The tins that Hovis specified to be sold are all inclusive in all the bundles, to ensure they get out of storage and into people’s homes.
Bundles such as: A set of two aprons - boys and girls Aprons sold individually Oven gloves sold individually 3 baking tins Two aprons - boys and girls One oven glove Hovis Heroes cookie cutters Recipes are available on the website
The homepage for Hovis will have a promotional slideshow that will be in the central frame as shown. There will be a gallery where the target audience can post their own pictures and comment accordingly. There will be a print campaign on existing products in retail outlets and web banners on websites that the audience visit.
Websites such as: Cosmopolitan, Vogue, COSMO!, company, facebook, bebo and glamour. Locations such as: Sainsbury’s, Waitrose, ASDA, Tesco and Co-op.