Hannah Rose Newson Final Major Project - ‘Farm Friends’ Organic Lunch Snacks Ravensbourne College of Design and Communication Design for Moving Image Level 3 DMI304
The Brief Major Design Project Brief DMI 304
STUDENT BRIEF COMPETITION 2010 Reinterpret a Category Design projects sometimes follow established category norms, but some of the best work breaks these rules. 'Breakthrough in Category' is one of the judging criteria for all of the design work produced at Design Bridge. Does a noodle pack really need a logo and a picture of some noodles on the front of pack? Why should a premium Gin be minimalist? Why can't a sophisticated chocolate brand be spontaneous and vibrant? These were challenges that we made when working on Mr Lee, Beefeater 24, and Cadbury Bournville respectively. We would like you to pick a category from the list below and choose a product or service linked to the category to redesign in a breakthrough way. Challenging ideas can change a category forever. Which category would you like to reinterpret? -
Personal care Drinks Snacks
Your ideas could take the form of an identity, printed communication materials, an advertising campaign (posters, ambient media, direct mail) or a pack design. Deliverables: Two or more of the following: -
Identity Brochure Poster campaign Ambient Media Pack Design
Applications should be mounted and posted to: Annabelle Laughton Design Bridge Student Brief Competition 18 Clerkenwell Close, London EC1R 0QN
Deadline: Monday 21st June
Idea: Organic / responsibly sourced meat / Educating children on meat products. Good eating patterns start at an early age, and there should be a more supportive market for parents and children who desire to eat Organic foods. There should be better lunch options for parents. The mission is to increase understanding of the meat production industry with children’s minds by creating a range of food packaging, online designs and concepts television promotional content, which encourages kids to think about the origins of their food and the meats they consume. Make a hypothetical brand and commercial company. There is a huge market for this product, especially with the rise of organic food and the organic baby food market is also very popular, but as yet there isn’t a large market for Organic meat within children’s foods. With the waiting list for allotments growing larger, it is becoming more and more popular to go Organic, and be a part of where our food comes from.
Brand structure Product mission is to connect children to the source of their food. Product Position: Available in lunch chiller counters in shops like Sainsburys, M&S Tescos, Waitrose and Petrol Stations. Product will not be aimed at a niece Organic market, instead it will be aimed at a larger audience of consumers, but not a mass market. The idea of the product is to integrate Organic food into the minds of every day spending. The product cannot entirely conform to Organic design conformations, ad needs to sit comfortably between the Non Organic and Organic lunch ranges currently available to kids. It must appear down to earth and non patronising. Demographic: Children aged 5 -10. Must appeal to a wide range of parents with a variety beliefs on meat. Deliverables
Enguage children in the importance of good food.
Campaign purpose. Connecting children to the reality of farm life, and what meat comes from each animal.
Currently mainstream kids lunch snacks do not educate and inform children about the origins of their foods, and there fore creates a void of understanding for the consumer. I think it’s a shame that the children’s food market does not offer information and education to children, as there are so many things for them to learn about the wonderful world of Organic farming. Children living within the countryside will obviously have a wider understanding of farming and animals, but for those children who grow up in towns and cities, there is a wide gap between the farm and the food they eat. With my product I want to bridge this gap, and create a world of interest and excitement for children who are missing out. Most meat based products for kids do not draw attention to the reality of farming, and where their food comes from, usually because the reality is actually somewhat grim, however the world of Organic farming is honest and respectful, and something children should learn about. My packaging will tell the story of the animal particular to each snack, informing them of which animal it comes from what it looks like, what it eats, where it lives, traits, features and interesting facts.
- Packaging Design - Television Ad - Moving Image - Website concepts
Educate children about the origins of their food and the sensibilities of organic meat.
What my packaging will offer and achieve in this already saturated consumer market:
Bring Organic food to a mainstream market.
The Farm Friends Brand Food Possibilities: Good value Responsible Educational
Healthy Organic
Unique
FARM FRIENDS BRAND
Extras
- Chicken slices - Breaded Chicken - Lamb - Beef - Turkey - Tuna - Sausage - Ham
-
Pizza sticks Pasta Dips Crackers Bread sticks Vegetable sticks Cheese
Fun
Honest
Why Organic Over Intensive?
Ethical
Fresh
Good Quality
How are the brand values of the product delivered to the consumer? Via informative packaging design.
Playground snack Show food content Illustrative Inexpensive Quirky Attractive
Meats
FARM FRIENDS PACKAGING
Educational
Ethical
Eco Friendly
Fit into average lunch box
- Organic food is grown and reared responsibly. - Organic food is much better for the environment as it is not demanding and unnatural. - Simple and honest, no hidden costs. - Farming processes are better with Organic food, from the growing of the crop, to the production, transportation, promotion and selling of it. - It has been proved that there are higher levels of vitamin C, and essential minerals such as calcium magnesium and iron in Organic foods. - There are no additives in Organic foods, all land for grazing and growing of crops must be approved my the Soil Association, which avoids the use of pesticides. - No pesticides means that there is less pollution within our food, the eco system and the water system. Water filtration costs UK tax payers ÂŁ120m a year for removal of chemicals from drinking water. - No additives such as hydrogenated fats, Aspartame and Monosodium Glutamate allowed in food, better for the mind and body. - No GM crops allowed in Organic foods. - Smaller companies who are interested in more than profits and larger quantities of stock are more inclined to look after their employees welfare. - No anti-biotics allowed in animal care, and no need for it either as animals are living in natural and healthy surrounding, this means no drug reliance on the animals part, and general health for both the animals and the consumer. - All Organic farms have frequent inspections to ensure they are up to the high standards of the Soil Association and Animal Welfare groups
Logo Design Ideas I have decided to call my brand “Farm Friends� as it automatically puts the traditional idea of a farm into the minds of the consuers, and brings them back to the origins of where the food comes from. I used the word friend to suggest that the company is friendly, and treats it’s whole business in a loving a compassionate manner. It also connects the consumer to the product in a plesant way.
Farm Friends
Here are some of my early logo ideas before I decided on my final ones, I was experimenting with
Farm Farm Friends Friends m s r a F end Fri
m r a F nds e Fri
Final Logo Design This is my finalised logo for the Farm Friends brand, it is an adaptation of the font Cooper Black, a heavy weighted old style serif typeface designed by Oswald Bruce Cooper in 1921. It is an iconic typeface which has connotations to Art Nouveau and Art Deco. I chose the font because it is bold, juicy and fun, but also has a strong and historic undertone, which is good for a logo. Cooper Black:
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The colour I chose for the logo is a deep red, verging on vermillion. I decided on this because I wanted something strong and rustic, that could appear like an ink stamp, this is also the reason it is on a 40 degree angle, as it adds free hand spontaneity and authenticity to it. Farm Friends Deep Red:
The grass is cut out into the letters to give context to the logo, and add interest. The brand extension of the tractor with the hearts coming out of it is part of the logo but can also be used by itself on other parts of the packaging and within other forms of media such as television and online. Coming out of the tractor are love hearts, I though this added charm and works along side of the brand metaphor of the farm running of love and nurturing the animals and the people. The body font I have chosen for my packaging, which will be visible on all packaging and secondary information it called Burst my Bubble. It’s a hand rendered and quirky font that doesn’t take itself too seriously, yet isn’t too over the top and illegible. I like it’s childish charm, and it’s simple letterforms, it is easy to read, which is good for children. Body Font - Burst my Bubble:
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Competitor Packaging - Organic The Organic food market is ever growing and greatly popular amongst the conscientious consumer market, however, there are only a handful of companies which have targeted their products at children. Most of these don’t bother to invest their time and money into the Organic meat market, and stick mainly to fruit and vegetable orientated snacks. Ella’s Kitchen is a company which produces organic baby food, which is not the age range that I will be aiming my product at, but what is interesting about them is how they deliver themselves in a childish and fun manner, that wouldn’t even talk to the actual consumer of the food as they are too young. Instead it plays to the sympathies and emotional intuitions of how the parents will perceive the branding, this alone is an interesting point, as with children’s foods you aren’t talking to one demographic, but two, the child and the parent. Rachel’s is a very similar company to Ella’s kitchen, and goes for a similar message with it’s branding. Organix is another company who product Organic foods for babies and young kids. Organix also go for a childish and fun style of branding, with childish imagery and goofy characters. They have a wide range of lunch snacks available, but are mainly aimed at babies and toddlers. Abel and Cole are an Organic food delivery company who will bring fresh ingredients, including meat to your door. They used responsibly sourced meat, and brand themselves as a trusted and family orientated company who have nothing to hide. Below is the Happy Egg Co. A new company selling British Free Range eggs. I like the message of the brand, as it is aimed at all demographics of consumer, and has a strong but simple message about the importance of animal welfare. The branding is also tailored to children, wit it’s amusing egg shaped hen. I like it’s cartoon like qualities and it’s non complicated branding. I want to bare this message in mind with my branding.
Competitor Packaging - Non Organic To understand what kinds of consumer products appeal to kids I must discuss the use of branding on popular non Organic food products aimed at children. Firstly Dairylea are a company owned by Kraft foods, a huge multi-national corporation which sells millions of units a year, and it is not due to the quality of their foods, but the power of their branding over children and their parents. Dairylea have such massive pulling power to young kids because of their bold, exciting shout-out-loud logos and exciting cartoon like style. They also endorse Cartoon Network, a massive children’s television channel. This alone is what draws customers to them. Heinz foods are another household name who have a vast quantity of food products aimed at children. To the right is an image of on of their Disney endorsed canned foods, which will draw in young girls to purchase the product simply because of the imagery and characters. I think characters that the kids can relate to help to connect them to the product, as they create an emotional attachment to the product. Cheese strings at the bottom right of the page also have a character of their own, who is a personified version of the food, this is humorous and alluring. The Hienz food product on the bottom of the right column is an example of their branding adopting a more health conscious identity, which attracts parents with it’s honest and down to earth uncomplicated imagery. The simple use of fresh and natural foods, and break downs of the nutritional information is much more honest and trust worthy. Below is an image of Dairylea’s “Lunchables” product, which is comparable to the kind of lunch product I want to create, however mine will be a healthy, honest and Organic variation of this.
Brand Comparisons
QUALITY
ETHICALLY SOURCED
Here are two graphs predicting and visualising the position of my product in the competitive market it would have to go into. I have compared it to many of the companies I discussed on the previous pages.
CHILD APPEAL
The Happy Egg Co.
Ella’s Kitchen
PRICE
Organix
Rachels
Abel & Cole
Dairylea
Heinz Kid’s Range
Cheese Strings
Farm Friends
Packaging Design - Legal Requirements Today it is increasingly unusual for food not to have some form of packaging, and as well as packaging food comes into contact with a wide variety of surfaces – for example, utensils in the home, conveyor belts in food manufacture, and boxes and vehicles when it is distributed around the country. The Food Standards Agency is responsible for ensuring the public is adequately protected against chemicals that might transfer into your food from these materials, causing you harm or affecting the quality of your food. Food must by hygienically sealed and protected from the air. Another part of the Food Standards Agency's role is to help prevent mislabelling or misdescription of foods. Mislabelling does not normally give rise to safety issues; nevertheless, when done deliberately it constitutes the crime of fraud. Consumers should be able to be confident with their choice of foods and be able to buy according to their particular requirements, be it for diet and health, personal taste and preferences, or cost. They want to be able to make comparisons with similar products, knowing the information on the label is correct. They have a right to expect that the food bought matches the description given on the label and that they get what they pay for. In May 2009, the Agency published the findings of independent research to assess the comprehension and use of UK Front of Pack nutrition labelling approaches. The research concluded that: - a single FOP approach would be most helpful for shoppers - the strongest FOP label combines: the words 'high', 'medium', and 'low' - 'traffic light' colours - percentage of guideline daily amount (GDA) - levels of nutrients in a portion of the product FOP labels are used particularly when: - shopping for children - comparing different products - shoppers have a particular health concern (e.g. high blood pressure or diabetes) shoppers are watching their weight - there is a generally high level of understanding of FOP labels, even among those who don't tend to use them and raising awareness of a single approach could encourage more people to use FOP labels To the right of this page are some images of things I must consider within my design layout as certain things must be taken into consideration when designing layout for food packaging, as without them the product could not go on sale. These are sell by dates, recommended daily guidance charts and nutritional information and figures.
Product Comparison There are usually a variety of factors considered when designing packaging specifically for the ethical food market, and when a product is Organic, this message is usually very much exaggerated and obvious to a consumer when they first glimpse at a product. Below are two ranges of crisp brand, to the left is Kettle Brand potato chips, made from potatoes grown under organic farming standards, and to the right are the classic Walkers crisp range. The Organic crisps have chosen to situate their organic message righ in the centre of the packet, which is obvious to even the most unobservant customer. Walkers only information about the product on the front of the packet is about the types of oils used in the product, making it healthier than before. Kettle Chips have chosen a much more rustic and earthly colour pallet than Walkers, who have chosen a vibrant and bold selection on tones. The materials the products are made out of are very differnt too, Kettle Chips seal their product in a much thicker and texturised type of plastic, more satisfying to the touch, and also making a better more wholesome rustling noise.
The logo’s for the two brands send out completely opposing messages, Walkers relies on it’s very trustworthy branding and iconic logo, and is therefore designed to look a lot more explosive and dynamic than it’s Organic competitor who have chosen a simpler, honest and more weathered approach with their logo. Organic packaging must feel nurtured and genuine, as though it is fresh from the farm, because of this it tends to be reminiscent on traditional printing and packaging techniques. I do not want my packaging design to scream the Organic message, and would like it to be a secondary attraction to the product, as it must be appealing to children
Unique Packaging Solutions I have been researching unique and effective packaging solutions to try to understand what makes a product stand out from it’s competitors. From looking at these examples of original and innovative packaging solutions I think the key to standing out is not being afraid to be different and take bold design risks. I think it is important for any successful brand to turn it’s packaging into a full physical representation and interpretation it’s brand into a message other companies are afraid of saying. I think that any eye catching and interesting packaging design also has to be non-conformist in it’s approach, and make the consumer feel special. It must feel tactile, of good quality and give the consumer status. Good packaging will shout about the products unique benefits and it’s differences, because in a completive market, it is integral to have differences. The packaging must also support the brand’s messages, and be bold with it, so not to confuse people, this will make a strong statement both in a psychological and physical sense.
Packaging Design aimed at children I have been researching packaging design that is aimed at young children similar to the age range of my chosen demographic. To the right you can see a product called Frisk, a drinking yogurt aimed at children who do not like milk. The packaging is simple, cute, clean and colourful. I think it would stand out particularly well on a shelf as the design is bold, unique and quirky. I like the personified friut characters, and the rounded cheeky font that matches them. The second image is of a Mc Donald’s “Happy Meal� box, a fast food meal for young kids. The boxes are designed to be fun and engaging and keep the child entertained as they are eating. The point of the box is to give the meal as a whole a fun and happy identity, and the wide variety of colourful and exciting designs do this well. The second, third, fourth and fifth image on the right show how cardboard box design can be adapted into simple yet effective ergonomic and entertaining solutions. Children like different designs which embrace childhood and make them feel special. I think all these designs achieve this, and I should aim for this in mine. Below is the packaging for Innocent Smoothies kids range, the basic product contained within the packaging is very similar to original range, they just have no fruity lumps in them. However what is interesting is how the have manage to market this and create another product from it. The kids cartons are smaller, for packed lunches, and full of interesting and quirky designs, which make the original brand look slightly more serious. The larger cartons are full of amusing illustrations and factual information about fruits and nutrition, all the information is delivered to the children in a way they will easily understand. The way in which Innocent have succeeded is something I should consider in my own design.
Packaging Design - Initial Sketches These sketches are my preliminary designs for how I imagined my packaging to look. I decided to go for a simple box shape as it could be easily produced, stackable, and there would be little possibility of damage occurring. I also considered the design and dimensions of the box in relation to that of a generic child’s lunch box, as I would like my snack to be able to fit into one if necessary. The dimensions of a generic lunch box are 8” in width, 7” tall and 4” deep. Farm Friends packaging will there for conform to the dimensions of 5” in width, 6” tall and 3” deep.
contents layout
Food contents and hygiene wrap. (Pig shaped crackers, cheese slices, cucumber and carrot strips, ham slices rolled up).
Packaging Design - Research of Materials and Usability I have decided my packaging will be made from a thin brown cardboard material often used on sandwich and salad packaging in coffee shops and in supermarkets. Usually foods packaged with cardboard will only have a 2 day shelf life, which is fine for my product, as it is aimed to be fresh and frequently restocked like all other food stuffs found on the lunch shelf of a supermarket or the food section on a coffee shop. As well as cardboard I will also be using a thin layer of plastic which creates a viewing window for the customer to see the contents of the box. The two images below is very similar to what I propose my packaging to me made from. I think the rustic eco aesthetic of the box is also an ideal background for me to design on top of, and will become a vital part of the visual brand experience as a whole.
There is also an issue of what kind of seal I will choose to use with my packaging, usually with salads there is a plastic covering over a plastic container which simply peals off, other options is to have a cardboard tab which tucks into the box, however this is not an air tight seal. Frequently sandwich boxes use a cardboard ‘tear here’ mechanism where two pieces of cardboard are glued together, but can be easily tugged apart. Another option is a perforated edge in the cardboard, stamped by a machine, which simply creates a weakness in one area of the material. The perforation I am going to choose is shown in the image below:
This perforation works by having two layers of cardboard, one over the top of the other, the upper layer would have the top side glued to the bottom layer, when the perforation is torn it creates an opening with two flaps. I like this technique for sealing as it can be air tight from a glued seal going all the way around and also it is easy and fun and tactile for children.
The foods in the lunch snack The ham I want to use would be straight cuts from an Organic joint of meat, something that looks similar to the image 1 below. The ham will then be rolled up into tubes, like in image 2. The cheese will be healthy unprocessed cheddar cut into square strips which will sit nicely onto the crackers, see image 3. The vegetables will be cut into long strings, as seen in image 4, these will fit nicely into the box, along side the tubes of ham, and be fun and easy to eat by hand.
The crackers will be similar to Carr’s water crackers, as seen in picture 5, healthy clean and tasty with no additives. The crackers will be shaped into the form of a pigs face, like animal crackers seen in image 6 ad 7, this will make it fun and in theme with the packet. The shape of the cracker will be a pig’s face similar to image 8.
1
2
5
6
3
4
7
8
Packaging Design - Front Here is my final packaging design for a Ham lunch snack, which would be a part of a whole variety of snacks available within the Farm Friends range. Each design would differ depending on the meat of the animal. As this one is a pork snack I have chosen a pig style theme, showing two happy pigs enjoying themselves in the mud. The design is has had a “multiply” blending mode put over it to enhance the colours and to accentuate the organic texture of the cardboard so the texture is visible underneath the ink. There isn’t much information on the front as I did not want it to seem over crowded with facts, and I wanted the design to seem modest and down to earth, however all other information will be available on the sides of the pack. I decided to go for a simplified illustrative approach with the design, as it easy understand, fun and tells a story. On the front I have included a GDA counter which informs the consumer i.e. the parent at a glance, of what the food contains. I think the design would stand out well on a shelf, and speaks to children and parents.
Ham lunch snack
each pack contains Calories
Sugar
Fat
Saturates
Salt
of a child’s daily amount.
Packaging Design - Back The back of the pack is also void of any nutritional information, and is used as a platform for delivering fun and illustrated facts about pigs, in a manner that is readable to children. It follows a similar layout to the front of the pack for continuity. The back also plugs the website, which will lead to an online world of farm orientated games, fun and education.
Packaging Design - Inside Layout This page shows the inside of the box, the illustration below demonstrates what will be visible through the plastic viewing window on the front of the box. I wanted each food to be visible, so there is nothing to hide, and parents can have a good inspection of the quality of the product. This should also entice purchasing of the product for it’s contents. The illustration on the right shows how the box will open once the seal has been torn apart. The top part of the lid can be bent up and lifted away to gain easy and open access to the food. The inlay of the box will be made of the same cardboard as the outside, and cut together to create individual sections for each of the foods. This will eliminate contamination. The foods will also be individually wrapped in a transparent plastic, similar to what take away sushi is wrapped in, ensuring freshness of the product.
Packaging Design - Sides Here are the four sides of my packaging, the top side contains the sell by date, the barcode, and a reminded that this product should remain refrigerated. These all go together, as the sell by date is an important point of reference, and sits well with other integral components. The bottom of the snack is the part of the box to be visible when stacked on a shelf, so I have written a brief description of the snack, and a logo, to really set the brand in the mind of the consumer.
Top
The left side contains a description of the Farm Friends brand mission and promise, which is more for the parents to notice, if they are interested. It reassures them of the quality of the product, and supports the visual design message. The right hand side of the box contains the ingredients of the food, this is not greatly detailed as I am unsure of the actual ingredients that would be used in the food, however I would imagine there would be little more added to this, but maybe there would be a table of nutritional inforamtion which goes into greater detail that of which is written on the front.
Bottom
Left
.
Right
Shop Positioning and Price Image below shows how the Farm Friends product would be stacked and displayed on the shelf of a supermarket refrigerator. The customer would see the top of the product and the front side, so the logo, the description and the illustrations will be visible. The images on the right show what kinds of products I imagine my packaging to be competing next to, things such as salads, fruit boxes, drinks baguettes sandwiches, ready made pasta and sushi. These fridges are usually near the entrance of the shop, next to the tobacco counter and newspaper stand. I think I would charge between ÂŁ3.40 - ÂŁ3.70 for the lunch snack as is it needs to be able to compete with the other lunch snacks on offer to parents and children, however I think it can be prices higher than a sandwich as it of good quality, filling and organic.
Website - Visual Design Here is the final design for the home page of the website, including the logo the slogan and the brand designs. The website contains 5 sections, which will be explained on the next page. www.farmfriends.co.uk/ Farm Friends www.farmfriends.co.uk/
Happy food for Happy children. home
fun things
about us
why organic ?
contact us
Website - Site Map Below is a break down of the contents of each section of the website.
HOME
FUN THINGS
ABOUT US
WHY ORGANIC?
A section of games providing education and entertainment aimed at children aged 5 -10.
Section 1:
- Soil Association Approval certificate, explaining the standards and welfare policies of all animal based products.
Games: - ‘Mini Farmer’ a game where children can interact with a flash based interactive farm game, where they can learn and have fun. - ‘Food Match’ a game where children match different types of meat and dairy products to the species of animal. - ‘Egg Hunt’ an interactive game where children hunt in a chicken coop for eggs, collecting different types for points. - ‘Farm Maize’ a game where you guide a pig through a maze maide of maize, beating the clock and eating different foods to collect points.
An area dedicated to the whole Farm Friends product range, with photographs and descriptions of each one. Section 2: A written paragraph explaining the Farm Friends company promise of delivering Organic meat products to children in an every day and educational manner. The aim of the product. This section will be aimed more at adults, however should be delivered in a way which is understandable to children.
- A section with both written and visual material outlining the benefits of Organic foods, and the origins of Farm Friends meats. Made to be understood by both adults and children.
CONTACT US Encouragement to the consumer to get in touch with Farm Friends. Deliver the message of being interested in the consumer opinion. E mail Telephone Address Twitter
Website - Visual Design Here is the final design for the home page of the website, including the logo the slogan and the brand designs. The website contains 5 sections, which will be explained on the next page. www.farmfriends.co.uk/ Farm Friends www.farmfriends.co.uk/
Happy food for Happy children. home
fun things
about us
why organic ?
contact us
Television Advert Concept To the right is a concept storyboard for a 15 second animated television advert. The narration for the ad will be: “At Farm Friends we believe in making lunch snacks for children from nothing but goodness. We think it’s very important for them and you to know what goes into our food, where it comes from and how it got into their plate. We only use happiest and responsibly sourced meats from the best Organic farms. Farm Friends - Happy food for happy children.” The advert takes the viewer from the entrance of the Farm, where the logo is initially the first thing you see, on a journey from the farming process to the final product. It is designed to inform the consumer of the brand message and promise. Once passing the Farm Friends logo on the gate, the viewer is taken over a field and pigsty, where the a visualisation of how the animals live is set. They are then taken into a field of grazing cows, and out onto a crop farm where the tractor from the logo is working the land it pumps out love hearts from it’s chimney, the camera travels through the hearts and over a rich golden wheat field, then onto a grassy patch of land with clucking and pecking chickens. The camera focuses in on a red barn, travelling into the entrance, the viewer the interior of the barn, full of farming equipment, and a table with rustic fruits, vegetables and breads, beside this imagery sits the Farm Friends lunch snack product, the camera, travels and holds on the packaging to make an impression, before panning up and zooming in or a red wooden barn wall, where the logo, slogan and website appear.
Logo Sting I have created a 5 second logo sting to show how aspects of it can turn into an animation. I used the tractor in the logo as the introduction to the brand name, it drives up to the type, wiggling and pumping out love hearts into the atmosphere. I put the distinctive maroon logo on a complementing cardboard background to keep with the packaging branding. I think the two colours work really well together.
Conclusion I feel my attempt to brand an responsibly source children’s lunch snack which could change perceptions of expensive and elitist organic food into something honest and simple has been quite successful. I genuinely like my brand and I think it’s fun, unique, eye catching, and does what I wanted it to achieve. I think that the Farm Friends range would be a distinct and one of a kind product in the current children’s and Organic food market, and defiantly satisfies a niche which as yet hasn’t been filled in the market. I am really pleased with my designs, I like the imagery of the animals in their farm, and the box educates the children about the animal they are eating in a simple and illustrated manner. I think the colours, drawing style and typefaces all work well together, and are complemented well by the cardboard material of the packaging which acts as a good background which is applicable across all media as a strong visual foundation. I feel the adaptation of the brand message across television formats and websites has been developed and explained to a satisfactory level, however if I had more time I would to have developed the moving image area of this project more. With this project, I set out to educate children about the origins of their food and the sensibilities of eating organic meat, and also engage them in the importance of good food. I think farm friends achieves this, as it’s message is always clear, with the slogan “Happy food for happy children” which shows that Farm Friends holds strong ideals and ethics, yet are subtle and gentle with their approach. I feel the logo is appropriate for the brand, and uses a combination of both modern and traditional design solutions to keep in touch with both the organic food design conformities and standard and more popular children’s food designs. These are things such as the old typeface on the angle, as though it has been stamped on my hand, but then with the contemporised vector tractor, and simplified shards of grass which infringe on the letterform. I feel I understand the marketing and visual communication strategies for both organic and children’s foods much better now, and I also have a better knowledge and consideration for packaging design solutions. I have learnt how important it is in packaging design that your message is eye catching and how to say exactly what the brand means to the consumer when they take one quick glance.
thank you.