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Vania Tan

Brief: Package the perfect picnic

History

Plan A eco-policy

Product research

Picnics were evolved from a form of traditional feasting in the outdoors, normally amongst wealthy people. The history of picnicking is credited to the Europeans.

Marks and Spencer have an eco-policy, called PlanA, that they have come up with. It is a plan to work with customers and suppliers, to help combat changes in the climate and to be environmentally friendly. They are also trying to promote a healthier lifestyle. Here are a few of their aims: To reduce non-glass packaging product packaging by 25%

From the research of M&S exisitng products, they tend to like using clear and simple designs, that includes effective typography. They do not have icons for sub brands and are mainly typographical. They tend to pay alot of attention and detail to the tone of voice in their copy, expressing quality in their products. They also tend to use alot of patterns as backgrounds, and photography in their packaging. This makes their product honest and not afraid to show that ‘what you see is what you get’, in terms of its quality.

A picnic is known as a an entertainment either between a couple or a large group of people. Traditionally, each person is meant to bring a dish to the table and share. The word pique nique is said to be first mentioned in 1692 by Tony Willis, in the Oriques de la Fracaise, which talked about a group of people who dined in a restaurant and brought their own wine. The picnic basket is an iconic image in pop culture these days, to represent the outdoors.

To use only recyclable or compostable packaging by 2012 To use more raw sustainable raw materials in our packaging To put clear and honest labelling on our packaging telling you about its recyclability.

Target Audience

Picnic’s values

Devised Menu

Concept

This picnic would be for the ages 23 and onwards, as they will probably have a steady income and would most likely be able to afford and indulge in a quality product from M&S. The age group is not defined further as this picnic targets couples, and would appeal to any age couples. The style and tone of voice of the entire package is not specific to one age group either.

The picnic will be romantic, high quality, witty and flirty with class. The style reflects that of a french bistro, as it suits the personality of the picnic, instead of making it too premium and fine dining.

All food choices are chosen specifically to relate to the theme and concept of the picnic. All food choices, are to be emphasised on the intimacy with being able to feed each other or sharing it together. The copy relates to each of the food item as well.

The concept of this picnic follows a theme of ‘French Romantic Picnic’, and it is to be called with a sub brand name of ‘Pique-Nique’. This name is intentionally chosen to be simple and clear, so that audience can identify with it immediately, especially with the choice of cuisine. The idea is to provide the perfect romantic experience for a couple who decides to order the picnic package online. The food will be fresh and the design of the package will set the mood. It is a picnic to help create an ideal date and to get each other to talk and find out more about each other.

The values of this picnic are the intimacy between sharing the food with each other, being able to step away from the spotlight of the dating scene, a meal to bond over and get to know each other better or to serve as a treat.

The main focal area of this concept is to focus on the opening experience of the package, to give it an intriduing and exciting experience. Along with that, the copy is witty and have romantic connotations with both the love of food and love between a couple. The design is both contemporary, yet with authentic traditional french influences. The opening experience would essentially create the mood for the picnic date. The idea was to have it seem like you are dining out. Instead of a normal dating scene at a restaurant, your date can surprise you with a picnic instead. This will show and relate to the quality of M&S.


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Dimensions of packaging

1cm

Displaying here are the dimensions of each individual packaging in the picnic. The dimensions are based on both existing products and own measurements. Depending on materials used, a 5mm needs to be included to allow thickness of material. The tray needs to be of a thicker material, hence a possible 5 mm needs to be included to the outer packaging and inner cover. Although not all drawings are to scale in relation to each other, they are drawn to exact measurements and scaled down.

8cm

24cm

16cm

10.6cm 7cm

8cm

2cm

3.5cm 8.5cm

16cm

5.4cm 6.5cm 4cm

6.9cm

4cm

5.9cm

10.6cm

24cm

24cm

4 container divider

2cm

45cm

5cm 13cm

24cm

24cm

4cm 24cm

0.5cm

13cm

13cm

13cm

7cm

6.5cm

24cm

1.2cm

8cm

10.6cm

5.4cm

9cm 3cm

24cm

24cm

4cm

8.5cm

45cm

45cm

4cm

13cm

45cm

13cm

4cm

2cm


Contents of packaging

Vania Tan

1

Wine

Displayed here are the 4 views of the tetra-pak wine carton. On one side of the carton, there is a transparent strip to allow one to view how much wine is left in the carton.The front of the package includes information about the flavour of wine, volume and alcohol content. It follows the same style as the food packaging, so as to give it coherence again. A short paragraph is added on the back to give it a personal touch, again with wittyness and a romantic tone of voice. It holds a agenda of asking the couple to open up their feelings with each other, as James Biancomano says that “In wine there is truth�. Paragraph on back of carton: People often say that wine is made to be drunk like how you and I are made to be loved. Only in this bottle, wine sourced from the hills of Nice, France, will you truly open up your true feelings. Open up and share this moment. A votre Sante.

Wine glasses

The plastic wine glasses are without the stem as it will bound to topple over. Adding the names gives it a personal touch.


Contents of packaging

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Food

Each package has a short phrase or sentence that follows the theme of the picnic, which is ‘Romance’. It brings a collaboration with romanticism between the couple and love of food. It follows the idea of romantic gestures and connotations. Simplified patterns of each food item are used as part of the label. This can be versatile and adapt to any food item for any future development. It is set against a opaque plastic film ensuring that the words can be seen clearly on the packaging. The rustic, graphic pen styles of the images gives a traditional overall look that contrasts with the contemporary patterns in the background, making it both authentic and contemporary at the same time. Each package has a number according to the order of the menu. A description is made for each food item, following the style of M&S, which is of quality and appeal.

6

6

Napkin

The copy on the napkin gives a homourous touch to the picnic. It might even suggest a romantic gesture. “Don’t move, let me help you clean that off” is a rather famous saying in most romantic films and hence it is really appropiate to be placed on the medium of a napkin.


Contents of packaging Macarons

The macarons are inidividually wrapped as the idea was to make it similar to the idea of a fortune cookie, whereby in this case, a flavour you pick would tell them something about themselves. This will help create a talking point and get each other engaged in a conversation. Each characteristic relates to the flavour of the macaroon. Copy is written in a non-gender bias way and so will suit whoever picks it up. Copy has romantic connotations to it and are all positive, obviously to make the date a memorable one and to make it seem like your date is a good catch!

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Picnic packaging 1

Vania Tan 2

1

Front of package

2

Back of package, includes a paragraph that introducing the picnic. This is what it says: Hello there, nice to see you. I assume that you two are out by now, basking in the sun’s warmth, ready for a lovely picnic date. Hopefully brought by surprise by your loved one.What’s more to look forward to is that you are definitely in for a treat. My name is Spencer and I am your waiter for today.Your meal has been specially selected by your date, withe the courtesy of Marks and Spencer. There is also recyclability information shown as it is an important aim for M&S. Nutrional information would be online as it is a pre-order picnic form the M&S website. A warning for allergic sufferers is clearly shown too, for precautions.

3

This is the label of the picnic package. The pattern is designed with the repeating units of a picnic basket that looks like the package itself. A short description of the picnic is shown to be introduced to the audience. All the packaging for each food item follows the same style, giving it coherence.

3


Picnic packaging

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Shows the package when its been opened. The experience is to evoke a sense of being in a restaurant. The use of photography plays with the realism of the experience. The table set is meant to be from a bistro, where it is not too premium but light hearted for a picnic. The tone of voice matches the design of the package too. The inner box packaging does not have too much information or design included, to create an anticipation.


Picnic packaging

Vania Tan

5

4

5

Left hand side of inner box packaging with detachable menu.

6

Right hand side of inner box packaging with song suggestions.


Picnic packaging

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This shows the contents of the pcinic when is been opened. It is all arranged accordingly to the order of menu. Everything is kept upright and in place with a attached tray at the bottom, this stops it from moving about, securing it in place. Additional sleeves are used for the 4 trays of food to give it extra security. There is also a divider to separate the wine glasses from the desserts. Cutlery is held by the empty wine glasses. Space is used as much as possible, keeping waste to the minimum.


Mocks-ups of picnic contents

1

2

Vania Tan

1

This is a close up of the creme brulee dessert. The use of the same plastic container as the wine glass enables it to be stacked, again using space wisely. The dessert is sealed with a label.

2

This is a close up of what the individually wrapped macarons will look like once opened. All 6 of the different flavoured macarons will be one of the food trays. They are wrapped with think patterned tissue and secured with a sticker label that tells you the flavour. The inside will contain a round disc telling you your personality from your choice of macaron.

3

This is what the tetra-pak wine will look like. It follows the same style as all other items. The use of patterns and colours all relate to the food item. This particular pattern is set against a shiny pearl background to make it stand out and show a sense of class.This is done so that the idea of tetra-pak wine is not of cheap and unstylish, but contemporary.

3


Picnic packaging

Vania Tan

This shows the picnic package before revealing its contents. The lack of copy will result in anticipation. This makes it an exciting experience as the audience will not have known what it has in store yet. The menu is shown before opening.


PIQUE NIQUE- M&S Perfect Picnic