CHRIS ANDERSON MAYA SRIVASTAVA M&S PICNIC BRIEF
CONCEPT Working collaboratively, we came up with the concept of a movie night in picnic for two. This allows for the picnic to be at any time of the year. From research into the M&S audience and existing visual styles, we decided that a more vintage approach to film would be most appropriate for M&S, rather than a more contemporary cinema style. This idea is reflected through the choice of concept, imagery and typography. The food selected for the picnic is based on food already offered by M&S. This is because we already know that this food will appeal to M&S customers and is the right type of food to be sold in M&S.
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CHRIS ANDERSON MAYA SRIVASTAVA M&S PICNIC BRIEF
CONTENT ILLUSTRATIONS The imagery has been kept simple and designed to be easily recognisable for what the type of food it is. The style of the imagery has been developed from research into current M&S food packaging visuals and responding to what already works and what their audience find engaging to look at and how it works well combining with food. Two types of illustrations have been made so they both work for their purpose of the picnic pack. The outline images have been designed for the outer packaging. These are designed to be more subtle and work as supporting imagery. The coloured images are for the individual tickets on the tray and show more detail to represent the foods that are included.
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Cocktail Sausages
Sandwich Selection
Mini Pork Pies
Quiche Bites
Vol-Au-Vent Selection
Lemon Souffle
Truffle Selection
Buttery Popcorn
Vina Mateo
Traditional ready-cooked party favourites made from carefully selected British pork, coarsely cut and blended with spices.
A selection of 4 sandwich quarters per person. Fillings include BLT, egg and watercress, chicken salad, cheese and onion.
Mini pork pies are the perfect finger food.
Rich, buttery flavoured popcorn to complete your movie experience.
An elegant Chilean Chardonnay that is crisp, fruity and refreshing.
caramelised orange shreds.
Indulgent chocolatey truffles from Belgium that are lightly dusted in rich cocoa and simply melt in the mouth!
Contains: Cow’s milk.
Style: Dry
This product will keep for at least 2
broccoli and tomato.
Rich all-butter pastry cases filled with bacon and mushroom, chicken and asparagus, salmon and watercress.
A light, refreshing dessert made with cream and lemon juice, hand finished with
2 mini pork pies per person (serves 2).
Delicious squares of popular quiche recipes. Types of quiche include quiche lorraine, cheese and onion,
Contains: Cow's milk and eggs.
Contains: Cow's milk and may
Approximately 100g per person
1 bottle per ‘Movie Night In Picnic’
Contains: Wheat and gluten.
Contains: Cow's milk, eggs,
days from date of production.
Contains: Cow's milk, eggs,
Contains: Cow's milk, eggs, fish,
1 souffle per person (serves 2).
contain traces of nuts.
(serves 2).
pack. (75cl)
Approximately 12 pieces per person
wheat, barley, oats, gluten.
Ready to eat.
wheat, gluten and mustard.
wheat, gluten and mustard.
This product will keep for at least 2
5 truffles per person (serves 2).
This product will keep for at least 5
(serves 2).
4 sandwich quarters per person
3 quiche bites per person (serves 2).
3 vol-au-vents per person (serves 2).
days from date of production.
This product will keep for at least 5
days from date of production.
This product must be eaten on the
(serves 2).
This product will keep for at least 2
This product will keep for at least 2
Ready to eat.
days from date of production.
Ready to eat.
day of purchase.
This product must be eaten on the
days from date of production.
days from date of production.
Ready to eat.
day of purchase.
Ready to eat hot or cold.
Ready to eat.
Contains: Gluten, wheat and egg.
Ready to eat.
Ready to eat.
CHRIS ANDERSON MAYA SRIVASTAVA M&S PICNIC BRIEF
TYPE & LAYOUT The type and layout has been based on vintage cinema tickets. This is to continue with the theme of the old-fashioned film style. From research, we found this to be the most recognisable format, and it was also best suited to the net that we were working with. The style has been designed to work in conjunction with the imagery to illustrate the selection of food contained within the picnic. The choice of food has been based on existing M&S food products that are ready to eat, and our research into picnic food that would be suitable for the occasion (mostly finger food that’s not too messy). The menu on the outer packaging has been kept simple and functional as it is important for there to be a clear hierarchy for the message to communicate clearly and effectively.
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CHRIS ANDERSON MAYA SRIVASTAVA M&S PICNIC BRIEF
INDIVIDUAL FOOD TRAYS The food trays are based around the snack trays that you get in a modern cinema. This is relevant as it is functional and helps to create the feeling that M&S has brought the cinema to your home. Continuing with the theme of the cinema tickets, we developed the concept of being able to interact with them in this manner. To get to the food, you need to tear the tickets along the perforated edges, much as the usher would at the cinema. Each food has its own section within the tray so that the food is kept separate and fresh. The imagery from the ‘tickets’ has been adapted into single colour illustrations for inside each food compartment. There is a space on the tray for your to put your wine glass. Dimensions: 44cm x 32cm x 6cm. Each food compartment: 12cm x 8cm x 6cm.
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CHRIS ANDERSON MAYA SRIVASTAVA M&S PICNIC BRIEF
OVERALL PICNIC PACKAGING The overall packaging holds everything that is required for a movie night in picnic for two people. This is reflected by the tag line on the top of the box - ‘You pick the movie and we supply everything you need to enjoy it with a friend.’ The style of the type and layout on the top of the box is to resemble the oldfashioned cinema signage. Other information provided on the outer packaging includes the contents of the picnic as well details about the food included. The two individual trays are stacked alonside a box containing the wine, wine glasses and cutlery. The front panel of the box folds down to allow for easier access when removing the trays from the box, so that everything remains intact. Dimensions: 59cm x 32.5cm x 12.5cm.
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MOVIE NIGHT PICNIC YOU PICK THE MOVIE AND WE SUPPLY EVERYTHING YOU NEED TO ENJOY IT WITH A FRIEND
CHRIS ANDERSON MAYA SRIVASTAVA M&S PICNIC BRIEF
POINT OF SALE As the brief requires, the target audience are people who already shop at M&S. To advertise and promote the picnic, we have mocked up a point of sale at the end of an aisle, where you tend to find new products and offers. The board above the fridge is designed to look like vintage cinema signage, to draw the attention of the shoppers. The price tag has also been made to look like a vintage cinema ticket. This allows for consistency between the product and point of sale, and also makes it seem like a more considered ad prominent product, as it does not just have the standard M&S price tag underneath it.
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