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Emily James

OUGD603

BRIEF 15

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.


Emily James

OUGD603

Packaging Research

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.

M&S Picnic

Board 1


Emily James

OUGD603

Concept

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.

M&S Picnic

Board 2


Emily James

OUGD603

Development

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.

M&S Picnic

Board 3


Emily James

OUGD603

M&S Picnic

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.

Board 4


Emily James

Final Packaging

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.

OUGD603

M&S Picnic

Board 5


Emily James

OUGD603

Advert Research

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

M&S Picnic

Board 6


Emily James

OUGD603

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 isn’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

M&S Picnic

Board 6


Emily James

OUGD603

Online Adverts

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.

M&S Picnic

Board 6

Picnic boards  
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