M&S Picnic Submission boards This is a past YCN brief set by Marks & Spencers. The brief
is asking to create a new picnic range inspired by a theme of your choice. As this is a branding and packaging brief, it
immediately caught my eye. As summer and Wimbledon is on its way, I decided to base the picnic range on a tennis theme
as I think this appeals to a middle class audience, which is Ma and specialising main target audience.
Knowing my theme, I then started looking into visuals that inspire tennies, from
colour ways to art direction. Green and purple are obviously linked to Wimbledon
and it is very smart looking. However, I want to move away from this stigma whilst embodying the class of the sport as I think this still relevant to the audience. I have
become more interested in copy, as the information on food packaging is vital. I think a typeface that is bold and eye catching really sets the tone of voice for the product. For example, the sans serif type on the middle image gives a vintage design a contemporary twist.
The main concept developed is with the copy. I want the approach to be
light-hearted yet have a contemporary and stylish aesthetic. I have come up with tag lines that I have related to the product and then with tennis. This gives me something to work with and will inform my design. I have also tried to use
language and products that are essentially British as Marks & Spencers are
known for creating patriotic and polished branding.
I have focused the branding around the copy and the light hearted tag lines. I want the labels to have a contemporary style with a vintage touch, this is
shown through the hierarchy of typefaces. To appeal to and older audience,
i have chosen an alternative colour pallet, the most effective being the navy,
red and yellow. The square format gives the logo structure making the overall aesthetic crisper and smarter.
Mock Ups and Nets
To make sure each product would fit in the box I had to make quite a few
measurements. The picnic box is quite big because the other pieces of packaging
are to a realistic size. I also had to create mock up to get the point size correct. On the first few mock ups, the typeface was far too big. I find that packaging looks very different on screen, so printing out nets and creating the boxes makes me realise what I need to change.
The picnic box istelf has been designed in the style of a tennis court so that is ties in with the concept.
Here are the final pieces of packaging. The products on their own look really crisp and clean, the aesthetic I was going for. I think I
have created a product range that would suit the Marks & Spencers target audience. I like how they all work as a set and communicate
the tennis concept without using the predictable sport colours. Food packaging is an area of design that I really enjoy.
To extend the brief I have decided to do some food photography to
of the typeface chosen and colour colour ways. The more summery
style to their adverts and promotions in the food sector. The adverts
season. This approach is what I need to take into account.
promote the picnic packaging. Marks & Spencers definitely have a
use bold tag lines and brand identity overlaying food imagery. This informs the audience straight away of the product as well as it in
context. You can instantly tell what the christmas adverts are because
adverts use vibrant and fresh tones which is representative of the
Adverts in the environment
To promote the the range I decided to make a series of adverts that
I also think that the aesthetic suits the M&S style. I have applied
food and the packaging I set up a shoot one a piece of wood. Even
where you can find commercial advertising and campaigns.
follow the same aesthetic and message. As I wanted to promote the though this isnâ€™t directly linked to picnics, the wood really brings
out the colour of the food and the white packaging is impacting. The lightness of the photo also gives the advert a summery feel.
some of these adverts to a magazine and bus stops as this is often
I also felt it was appropriate to show the how advert could be on a
This brief has allowed me to explore art direction as well as just
to continue this. The adverts could act as a landing page to the food
food sector and is an area that I want to work more on. Overall I feel
digital platform. M&S have a very stylish web presence and I wanted section. I think the colours in the photography bring the products to life and communicate a vibrant web page.
branding and packaging. I have really enjoyed working within the
as though this brief has improved my concept skills and the ability to push a brief further.