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Extended Practice

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Gone off milk The Brief You should aim to create a brand of milk that is different to any other; the company should include a USP that makes it stand out from other milk companies out there. The milk will be available in many flavours, making it more varied and desirable. Adults shall be the main purchasers of the product, however children shall be the main target audience, making them want to drink more milk. Unique, healthy, great drinks are what people want. Your branding should show this. Concept/Proposition Get children more interested in drinking milk, different flavours, and different types. Make drinking milk enjoyable for a younger audience. Creating unique ways of distributing and promoting milk. Make milk fun, tasty and interesting for all ages. Background We are told from a young age to drink more milk, this is enforced within schools and nurseries. Milk contains lots of ingredients great for your body, thus can help improve your teeth and bones, muscles and skin. There are so many different types of milk, different flavours and thicknesses. All of them containing some health benefits in some way. While we may associate flavoured milk to be fattening, they can be beneficial if taken in the right context, plus it’s a way to get children drinking milk.

Considerations -

Consider your target audience, as they may not have a lot of money Should be fun and quirky as your target audience is a young age range. Consider the location that these drinks could be sold Product sizes, portions could be considered, would these make a difference? Distribution methods

Target Audience

Mandatory Requirements

The targets audience would be children, making them want to drink more milk. The main purchaser of the product would be parents.

Your must produce 5 design boards showing your final outcomes. These will include: - A brand identity, logo, name, brand guidelines. - Produced additional promotional items to help advertise the ‘new look’ - New, improved ways of packaging the product. - Ingredient list for each product is required. - 250 word rational. - Evaluation of work in relation to the brief. - Correct Labelling of your work, on your blog is essential. - In addition to the submission requirements, you will need to evidence the research, development and product of your final resolutions.

Tone of Voice


The work produced should be clean, understandable and straight to the point. The audience should be able to connect and engage with the brand in a fun, creative way.

Resolutions and products, apporiate to your select brief. 5 presentation boards (Printed) summerising the key practical, conceptual and technical decisions. This should also be posted on your blog via Issuu. Posts to your Design Practice & Design Context blog demonstrating your ability to effectivly record, document and critically evaluate the progress of your work in relation to your own intentions and apporiate areas of contemporary creative practice.

Studio Deadline TBC Reading List Pentawards (2012). The Package Design Book 2 Pentawards: Book 2. Taschen GmbH Grip (2011). 1000 Package Designs (Mini): A Comprehensive Guide to Packing It In. Rockport Robert Klanten (2011). Boxed and Labelled: 2: New Approaches to Packaging Design. Die Gestalten Verlag Julius Wiedemann and Pentawards (2010). The Package Design Book. Taschen GmbH Julius Wiedemann (2010). Stationery Design Now!. Taschen GmbH Robert Klanten (2009). Boxed and Labelled: New Approaches to Packaging Design. Die Gestalten Verlag

Module Deadline TBC

Julius Wiedemann (2011). Logo Design: v. 3. Taschen GmbH Gavin Ambrose (2011). Packaging the Brand: The Relationship Between Packaging Design and Brand Identity. AVA Publishing Julius Wiedemann (2009). Logo Design: v. 2. Taschen GmbH; Mul edition Julius Wiedemann (2011). Logo Design: v. 3. Taschen GmbH; Mul edition. Beryl McAlhone (1998). A Smile in the Mind: Witty Thinking in Graphic Design. Phaidon Press Ltd; New Ed edition. Steven DuPuis (2011). Package Design Workbook: The Art and Science of Successful Packaging. Rockport; Reissue edition. Journals/Periodicals BASELINE BLUEPRINT COMPUTER ARTS CREATIVE REVIEW THE DESIGNER JOURNAL ÉMIGRÉ EYE GRAFIK Websites Brand, Identity, Logo explained – Justcreative designInspirations Packaging and identity- Cargo collective Packaging- Lovely Package Branding and Brand strategy- branding strategy insider Brand and Packaging- designcouncil

Food and Drink Packaging- theoneoff Brand and Packaging- Printerest Milk Packaging- francescomugnai Milk Packaging- cute-milk-packaging-design

Brand inspiration- bashooka Packaging- Taxi

Gone off milk