This brief set by The Elephant Room was the first live brief that I worked on. Compared to other briefs where the deadline is usually dictated by myself or a competition, this one was one week from the day of the briefing. This meant having to work in a very fast paced environment from start to finish.
Between the three of us, we were able to visit Wickes first hand to gain some inside knowledge on how the store currently functions. This type of research led project is interesting and exciting for me as better understanding who and what you’re designing for always leads to a better informed result which to me is more meaningful.
I feel that me, Jon and Luke between us delegated jobs well, with one person working on the app interface, whilst others would work on readying the proposal. Our time management within that one week was efficient, working on our own jobs then coming together to create a succinct proposal.
The one thing that I didn’t like was that I would have liked to have spend more time of this concept as it’s something we were all excited to work on. However it did prove to ourselves that we can work to a strict deadline producing concepts that work within the real world.
After submitting, The Elephant Room responded with feedback regarding our work. They took forward one aspect of our idea to the client whilst we also gained some insightful feedback from the creative director. This ultimately led to a short internship down in London with them and since has resulted in a month long summer internship for us.
Tuesday 27 February 2018
Brief 2: Further visual ideas
 |
| Visual indicator idea |
Vacuum Packaging
Typical fresh produce packaging for things such as chicken and mince meat often are made up of 2\3 parts; film cover, plastic container and a cardboard sleeve (containing information about product).
We aim to reduce this whilst also making the whole pack recyclable.
Sunday 25 February 2018
Brief 4: Research into food waste
The current food waste situation in the UK is becoming problematic; a lot of food that is produced is thrown away before it even reaches the supermarket. The main reason for this is down to supermarkets throwing away even the slightly blemished fuits and vegetables, creating a consumer perception of all crops being perfect in shape, size and colour. As a result, supermarkets settle for nothing less.
Hellman's efforts so far
Hellman's brand themselves as being 'on the side of food' and this is evident throughout their brand values and presence online. Within their website alone they discuss their Tomato Ketchup which is different to most as this one incorporates the slightly less red tomatoes that would typically be thrown away because of their difference in colour.
"About 13% of all tomato crops are thrown away, simply because they aren’t red enough to go into ketchup. That’s why we’ve made a special ketchup that uses red and green tomatoes. If you like it, let us know. Because frankly, no good tomato should go to waste."
- Hellmans
Stop the Rot
"7 million tonnes of food is wasted in the UK supply chain before it even gets to the shopping basket, enough to lift every hungry person in the UK out of food poverty. Stop the Rot is campaigning for supermarkets to be transparent about the massive food waste in their supply chains, and commit to ambitious targets to reduce it." - Stop The Rot
Key Points
- Big 4 supermarkets currently sell us 75% of the food we consume
- 50 milllion tonnes each year are wasted
- Half of which happens in the industrial food supply chain
- If food waste was a country it would be the third highest green house gas emmitor
- Quote from one farmer "300,000 edible colliflower were chopped up and disposed of after a harvest"
- 30% of crops grown doesn't reach the supermarkets
This is Rubbish
This Is Rubbish in the UK are actively campaigning to educate consumers in the hope to reduce the amount of food wasted in the industry and supply chain of food.
"This is Rubbish works to reduce industry and supply chain food waste in the UK and beyond, using policy campaigns, education, the arts and public events.
Hellman's efforts so far
Hellman's brand themselves as being 'on the side of food' and this is evident throughout their brand values and presence online. Within their website alone they discuss their Tomato Ketchup which is different to most as this one incorporates the slightly less red tomatoes that would typically be thrown away because of their difference in colour.
"About 13% of all tomato crops are thrown away, simply because they aren’t red enough to go into ketchup. That’s why we’ve made a special ketchup that uses red and green tomatoes. If you like it, let us know. Because frankly, no good tomato should go to waste."
- Hellmans
Stop the Rot
"7 million tonnes of food is wasted in the UK supply chain before it even gets to the shopping basket, enough to lift every hungry person in the UK out of food poverty. Stop the Rot is campaigning for supermarkets to be transparent about the massive food waste in their supply chains, and commit to ambitious targets to reduce it." - Stop The Rot
Key Points
- Big 4 supermarkets currently sell us 75% of the food we consume
- 50 milllion tonnes each year are wasted
- Half of which happens in the industrial food supply chain
- If food waste was a country it would be the third highest green house gas emmitor
- Quote from one farmer "300,000 edible colliflower were chopped up and disposed of after a harvest"
- 30% of crops grown doesn't reach the supermarkets
This is Rubbish
This Is Rubbish in the UK are actively campaigning to educate consumers in the hope to reduce the amount of food wasted in the industry and supply chain of food.
"This is Rubbish works to reduce industry and supply chain food waste in the UK and beyond, using policy campaigns, education, the arts and public events.
Asda
...its research showed that 65% of its customers were now open to the idea of buying oddly shaped fresh produce, while 75% would definitely buy “wonky” if it was cheaper.
Knobbly carrots and parsnips do not taste or cook any differently from other vegetables and should be saved from supermarket reject bins, Environment, Food and Rural Affairs Committee chairman Neil Parish said.
“Buying misshapen or blemished fruit and vegetables doesn’t mean you are sacrificing any of the taste. Food costs money and precious resources to produce, so we should value it.”
“It is clear that consumers are open to ugly produce, but where oddly shaped fruit and veg sits with mainstream offerings, it is at risk of going unchosen, even if subconsciously."
A general concensous of the research seems to show that consumers are open to the idea of buying wonky veg but there isn't always the opportunity with supermarkets being very conservative about the produce they sell on the shelves.
This opens up opportunities to in some way incentivise both sides, the supermarkets and the consumers, to selling and buying more wonky fruit and vegetables to reduce overall food waste.
Sources
Thursday 22 February 2018
Brief 2: Initial ideas/ thoughts
Following our feedback from the survey, we decided that there are certain features that should be a part of our packaging. Those include:
- Using vacuum packing as a method of packaging our fresh produce
- Portion controlling each produce by tearing off bit by bit
- A visual indicator of the production that goes into the fresh produce (hopefully as a deterrent for people throwing away food without a second thought)
Plan for next two upcoming weeks:
From here we plan to look a little more at visual research for our packaging, assessing what works and what doesn't work.
Wednesday 21 February 2018
Brief 4: Schedule for brief & to do list
Before the end of today's meeting for the brief we decided to make a quick schedule time plan to keep ourselves on track in the weeks running up to the deadline. Included within this was visual research, booking print slots, booking photography studios etc.
 |
| Brief outline of the upcoming month until deadline |
 |
| Our to do list within the next month |
Brief 4: Hellman's Wonky Vegetable Food Truck
After discussing our idea amongst ourselves and others, our strongest idea seemed to be the food truck idea for a number of reasons; it both makes use of food that would typically be wasted, whilst also educating customers and hopefully inspiring them to go home and do this themselves.
We further discussed this idea and developed it further..
This idea we felt was hitting the demographic we wanted to be that students through to adults. We thought because of this the locations that the truck visits would be also important, e.g. food festivals, festivals, universities and potentially other justified destinations. The food truck itself would be a service (a format that is specified within the brief as an option).
The idea behind this campaign we feel follows inline with how Hellmans want to be percieved to the public through their brand values and attitudes towards food. On one of their webpages they mention that..
"To us, taste is everything – it’s the reason Hellmann’s exists – everything we make is designed to make food taste better."
"We don’t have anything against awesome food pics (we take awesome food pics ourselves). We just believe the greatest pleasure you can get from food comes from how it tastes."
This idea falls inline with some of their current brand missions, for example with their ketchup:
"About 13% of all tomato crops are thrown away, simply because they aren’t red enough to go into ketchup."
"That’s why we’ve made a special ketchup that uses red and green tomatoes."
Hellman's aren't ones for waste, hence why their tomato ketchup uses tomatoes regardless if they aren't red enough which ultimately reduces food waste of tomatoes.
We further discussed this idea and developed it further..
This idea we felt was hitting the demographic we wanted to be that students through to adults. We thought because of this the locations that the truck visits would be also important, e.g. food festivals, festivals, universities and potentially other justified destinations. The food truck itself would be a service (a format that is specified within the brief as an option).
The idea behind this campaign we feel follows inline with how Hellmans want to be percieved to the public through their brand values and attitudes towards food. On one of their webpages they mention that..
"To us, taste is everything – it’s the reason Hellmann’s exists – everything we make is designed to make food taste better."
"We don’t have anything against awesome food pics (we take awesome food pics ourselves). We just believe the greatest pleasure you can get from food comes from how it tastes."
This emphasises our reason for trying to reduce food waste by using wonky produce because as long as this 'imperfect' food tastes equally as good as the percieved 'ideal' food, it follows inline with what they feel is important within food; it's taste.
This idea falls inline with some of their current brand missions, for example with their ketchup:
"About 13% of all tomato crops are thrown away, simply because they aren’t red enough to go into ketchup."
"That’s why we’ve made a special ketchup that uses red and green tomatoes."
Hellman's aren't ones for waste, hence why their tomato ketchup uses tomatoes regardless if they aren't red enough which ultimately reduces food waste of tomatoes.
Possibilities with the idea:
- Opportunity for there to be guest chef recipes; recipes created by famous chefs that would be displayed on the menu. An opportunity for chefs to promote a good cause and also bring about more awareness of the campaign as a whole.
- Playful copy for the campaign's visual identity e.g. Get Wonky. Using terminology that would often appeal to a younger audience. This could work great within a social media campaign, encourage people to post pictures of their food whether bought/ made from scratch with the hashtag #getwonky.
- For the visuals we could manually hand craft vegetables out of clay, paper etc. without putting too much of an emphasis on making them look perfect; adding to this wonky look.
- The food truck could potentially tour the country, with a tracker on the website showing where it will visit next. This would create anticipation and hopefully hype around the trucks presence wherever it might; furthering the audience reached with the campaign.
Thoughts on things needed within the campaign (collateral, brand indentity etc.):
Branding of the campaign
Art direction for posters
Colours
Packaging of the food
Design of the truck
Menu design
Funky/ punny names for the food e.g. Disco Stew?
Vouchers?
Recipe of the day?
Brief 4: D&AD Hellman's Competition Brief - Initial thoughts and ideas
The Brief
Create a Hellmann’s branded device, publication or service that addresses the issue of food wastage.
Your design should be a response to a point in the supply chain where food is often wasted:
- In the home, such as leftover food that’s overlooked or left behind when people go on holiday.
-In restaurants or stores, when over-ordered or expired goods get binned.
Choose either the home, the store or the restaurant as the focus for your solution. Hellman's Brief Brainstorm Initial Ideas
Working alongside Beth and Bethan as a collaboration, we immediately decided to do a brain dump of ideas onto paper. This means we get off to a quick start by generating as many ideas as possible then discussing and giving feedback on these to develop the ideas further.
1. An app on how to buy and portion food correctly so that it reduces food waste. Input recipes off the internet, the app will then ask a series of short questions: how many people eating? big eaters? and will change the recipe amounts accordingly for each individual recipe. Also tells you what you can do with your leftovers to turn into meals.
2. Create an advertising campaign that photographs food made up from common leftovers in the household. These could be then displayed across all social media platforms. Emphasise the importance of leftover food still being completely edible. Maybe this could be made into a competition to see who creates the most creative meal in the hope to engage more people in the campaign.
3. Show the whole process of farm to store in an easy, digestible manner for consumers. By showing the masses of land space that's used to grow these crops but then blanking out the land's worth of food that actually gets thrown away out of the crops produced. This would make for an impactful visual to inform consumers more about the mass amounts of food that goes to waste.
Group Brainstorm
Working alongside Beth and Bethan as a collaboration, we immediately decided to do a brain dump of ideas onto paper. This means we get off to a quick start by generating as many ideas as possible then discussing and giving feedback on these to develop the ideas further.
1. An app on how to buy and portion food correctly so that it reduces food waste. Input recipes off the internet, the app will then ask a series of short questions: how many people eating? big eaters? and will change the recipe amounts accordingly for each individual recipe. Also tells you what you can do with your leftovers to turn into meals.
2. Create an advertising campaign that photographs food made up from common leftovers in the household. These could be then displayed across all social media platforms. Emphasise the importance of leftover food still being completely edible. Maybe this could be made into a competition to see who creates the most creative meal in the hope to engage more people in the campaign.
3. Show the whole process of farm to store in an easy, digestible manner for consumers. By showing the masses of land space that's used to grow these crops but then blanking out the land's worth of food that actually gets thrown away out of the crops produced. This would make for an impactful visual to inform consumers more about the mass amounts of food that goes to waste.
Group Brainstorm
Coming together with all of our ideas meant we could merge together parts we thought worked well.
Idea 1 - Common Leftover Ingredients
A campaign that emphasises the usefulness of common leftover ingredients towards the end of a food cycle. Sometimes ingredients are completely discarded because of the lack of knowledge on how they can be used to create meals in conjunction with each other. A quick example of this could be using the stalk of a broccoli and the remains of a piece of cheese, e.g. blue stilton, brie etc. to create a soup of sorts.
This product to this campaign could be a recipe book or an app that has combinations of common leftover ingredients in the fridge/ freezer that work well together as a meal.
As a campaign visual this could include images of before and after, whereby the scrappy looking leftovers would be pictured on their own then an after picture would be taken of the finished meal. Showing how less appealing looking food can be utilised rather than being thrown away.
Idea 2 - Dating App Campaign
Working on an idea to go with a playful tone of voice that would be the centre of this campaign. Hellman's would play the role of Cupid in what is to be the matchmaking service between fresh but wonky, not fit for the shelves, produce. The campaign would be about bringing together leftovers and wonky vegetables that normally wouldn't be considered fit to eat and creating recipes from them for consumers to use. Essentially creating relationships between foods in a playful campaign. Using catchy slogans and bold imagery to create a striking set of visuals. E.g. 'go from a 2/10 to a 10/10' showing a before of the produce looking slightly less than appealing and then showing a picture perfect bowl of food that would be considered delightful to consumers.
Idea 3 - Taste the Difference Campaign
This would be a campaign based on creating meals from foods that would typically be discarded by both suppliers and supermarkets that are considered too ugly or wonky to be sold to consumers. Up to roughly 50% of vegetables grown are discarded before they even get to the consumer as they aren't seen as suitable for the supermarket shelves.
To eliminate or at the very least reduce the extent to which this happens, the campaign would centre around creating meals both from 'wonky' vegetables and 'regular' vegetables and asking consumers to taste the difference. Emphasising the idea that there is nothing wrong with produce that may not always look as pretty as others; in the hope to increase the possibility of selling more wonky looking vegetables in the future.
There would be an online campaign to promote this happening, which would utilise clever wording and imagery to catch the consumers eye. Using slogans such as..
'It's whats on the inside that counts'
'Don't judge a book by it's cover'
etc.
Some inspiration for the campaign was along the lines of the Dove 'real beauty' campaign which puts a focus on every type of woman being accepted as opposed to just slim, pretty women. I feel this is something we could take inspiration from and put into the context of fresh produce, showing that all vegetables are accepted not just the pretty ones.
Idea 4 - Wonky Vegetable Food Truck
Expanding on from previous ideas to base a campaign around wonky vegetables in the hope to increase consumers awareness of them and the difference it can make consuming them, we came up with the idea to create a wonky vegetable food truck.
The truck would go around visiting wherever possible, universities, festivals etc. to sell food that is made from collected wonky vegetables that would typically be discarded from suppliers and supermarkets into the bin. The aim would be to not only make use of the food but also to market the importance of using produce like this that would typically be taken to a landfill in the hope to educate consumers about food waste in general also. The menu would be constantly updated with new and innovative recipes that utilise the abundance of food.
The food truck from my favourite movie Chef as visual inspiration for our idea.
Tuesday 20 February 2018
Brief 3: Photography branding - Initial thoughts/ ideas
A lot of Hilda's photography work is architecture based which makes for a lot of structured, sharp contrasting compositions that are complimented nicely with the soft pastel colours.
That coupled with her interest for manipulating her photos, be that physically or digitally, sparked up an idea to work with basic shapes and lines as the core principle of her branding with light use of colour.
 |
| Concept behind this work was to fold out the imperfections within the photographs. |
Some of my initial quick sketches revolved around this idea of adding an extra dimension to her branding; adding more depth to the visual identity. This was based off the work shown above where by the physical manipulation of the photographs immeditately added third dimension but also another interesting aspect to the images. She plans to focus her future work around this concept of manipulating the photos in some way. Because of this I want to focus her branding around this idea in some way.
My underlying concept is to work around the ideas of adaptability, responsivness and depth within the visual identity.
Working with simplistic shapes, lines and colours I aim to create something that can adapt to any given environment (be that business cards, postcards or online e.g. a website) without being consistently the same visuals within each format.
Monday 12 February 2018
Brief 2: Questionnaire and the results
Although our results were almost half students, this is ideal for us to get a better understanding of a demographic that I feel is probably less aware of the implications of food waste. This isn't to say that our target audience is primarily students, in fact it's a wide range of age groups, likely inclusive of younger adults and potentially those middle aged also.
Given that an overwhelming majority answered yes, it gives ample opportunity for the fresh produce to also be wasted.
Education is a key part of what we aim to do, as the results show not as many people are aware of the full extent of environmental impacts.
A lot of the incentives suggested by people support some of our already existing ideas of features of the packaging, that could help to reduce consumer food waste.
Subscribe to:
Posts (Atom)