MY PROCESS FALL ON K ESICIER DES IGN This book is for viewing only
CONTENTS
1 2
CREATIVE BRIEF
Writing the brief is the start of every project; the brief explains the design problem and objective of the client. It outlines the target market, location, corporate profile, voice and means.
RESEARCH
I create a presentation in order to show the research about the target market, corporate profile, current competition, design problem and means that conquer the objective.
3
BRANDING
I start to brand the client after determining the groundwork for the project from the brief and research. I start by brainstorming names, descriptors, tag lines, logos, looks, and color schemes.
4
5
6
ROUGHS
Once the client has a brand personality and objective, I start create the means for the project. This changes depending on the project, though it is the start of exploring design options.
TIGHT ROUGHS
The roughs determine the art direction and copy writing for the project. Therefore once the roughs are narrowed down, I can edit the copy, tighten up the art direction and refine the design.
PRESENTATION
After the components of the project are refined and finalized, I determine how to present the project. This includes researching how to physically produce and photograph the project.
1
CREATIVE BRIEF
Writing the brief is the start of every project; the brief explains the design problem and objective of the client. It outlines the target market, location, corporate profile, voice and means.
PACKAGING PROJECT CLIENT | OOKIES PRODUCT | COOKIE BUTTER DATE | 1.27.15 PROBLEM Cookie butter is a snack spread with a lot of potential for market value, and a large audience that would enjoy trying it. Though it is not available in many stores currently, and there is a limited selection of flavors. OBJECTIVE To create a line of cookie butter, and to make it more available on the marketplace. It could be made into various flavors of packaging with a consistent line that can be in various forms such as a jar, to go package, and squeeze bottle. TARGET AUDIENCE This includes children with a sweet tooth who are loud, cool, playful, and have mothers who allow their children to have a snack or spread on their food. These people are located in the suburbs, and are a part of a middle class family. MESSAGE Cookie butter is a fun, sweet spread that encourages people to have fun with their food or baking. The messaging is “fit for monster cravings,” to play off the monster characters on the packages and large cravings. VOICE Playful, animated, and indulgent. MEANS To create the branding, packaging, and promotional material. CORPORATE PROFILE Cookie butter is an indulgent, sweet spread that is in the same market as jams, nut spreads, and baking supplies. Trader Joe’s sells Speculoos Cookie Butter for $3.99, and it is made with crushed cookies. It is also sold by Biscoff, a Belgian Company, though there are limited flavors. COMPETITION This product competes with Speculoos, Biscoff, Fluffer Nutter, Cookies and Creme, Nutella, Jiffy, Roland, Justin’s, and Skippy. These companies have various cocoa, marshmallow, and nut spreads, though none use cookie butter as a new spread.
2
RESEARCH
I create a presentation in order to show the research about the target market, corporate profile, current competition, design problem and means that conquer the objective.
3
BRANDING
I start to brand the client after determining the groundwork for the project from the brief and research. I start by brainstorming names, descriptors, tag lines, logos, looks, and color schemes.
4
ROUGHS
Once the client has a brand personality and objective, I start create the means for the project. This changes depending on the project, though it is the start of exploring design options.
5
TIGHT ROUGHS
The roughs determine the art direction and copy writing for the project. Therefore once the roughs are narrowed down, I can edit the copy, tighten up the art direction and refine the design.
6
PRESENTATION
After the components of the project are refined and finalized, I determine how to present the project. This includes researching how to physically produce and photograph the project.
FALLON KESICIER Communications Designer fkesicier@gmail.com fallonkesicier.com 516.984.0456