Week 7 - Presentations and Feedback

Today we presented our slides to the class, so we could get feedback and fix our products, packaging, overall brand and individual brand along with our market stall. After we presented our concepts on all our topics, we were given feedback. 
Tom really liked our overall brand name, he said it works well with the products we are creating. The cursive typeface works well with the home decor theme also. 
He wanted me to think about how i'm going to display my candles and whether or not they will be already placed in the boxes or not. I will be displaying my candles individually on our market stall, and because I will have a few different designs, ill make sure I display at least one of each design on the table. The rest of the candles will be already packaged in their clear plastic with the swing tag already put on. These will be placed on the market stall too. Im doing this so it is easier and quicker for me to package them up in their black cardboard boxes for when someone buys them. I will be adding some silver ribbon to the boxes to make them more elegant and look more beautiful. 
Another comment Tom made was how we were going to see our products when they are placed in the shelving on the market stall. The group talked about it and we thought that if the shelves were big enough that seeing them wouldn't be a problem. So in order for this we are going to lessen the amount of shelves we have and make the shelves left a tad bigger. This will help the customers see the products easier and its still our original idea. 
Overall Tom liked our ideas and was quite happy with our presentation. 

Week 6 - Market Stall, brand identity, products and packaging.

Group Presentation slides

Slide one is our overall brand identity.

Slide two is how our group has interpreted the brief.

Slide three is all about the target market for our products. 

Slide four is our goals we want to achieve. 

Slide five is our brand development ideas. 

Slide six is our moodboard for our brand identity.

Slide seven is our concept for our brand identity. 

Slide eight is our overall brand logo.

Slide nine is our products that come under "Noir".

Slide ten is my moodboard for my candles and packaging. 

Slide eleven is my packaging concept. 

Slide twelve is Sabeens moodboard for her calendars and packaging. 

Slide thirteen is Sabeens packaging concept. 

Slide fourteen is Fuads moodboard for his bookends and packaging. 

Slide fifteen is our overall market stall. 

Slide sixteen is our mock up of our brand stall. 

Slide seventeen is about the stall concept and reasons behind it. 

Our group is a group that consists of home decor products. My product is candles, and the other two group members have calendars and bookends. Our overall brand identity concept is "Noir". Noir means "black" in French. We wanted something simple for our brand name, and we came up with Noir as all our packaging will be black, and our main colour for our products is black also. We used a cursive typeface, because when thinking of home decor, you think flowing and beautiful. All home decor brands that we researched all used cursive typefaces. 
We each have individual branding. My individual brand will be "Shimmer Candles". I am using shimmer candles as my individual brand name because it explains how my candles look. The colours for my logo design will be black, silver and red. I wanted my logo to represent the colours I used for my products. 
Our brand is a home decor brand, and the name represents elegance. As when you think of elegant home decor you think of the colour black, with a cursive typeface. Our market stall represents home shelving. When researching other market stalls that displayed home wares we found a lot of shelving type stalls. It also works well with all our home decor products, and it works well with the display of our products. The slides above explain everything in detail. 
Im currently still working on my own brand identity, but it will just be a beautiful cursive typeface written "Shimmer Candles" in black, and ill incorporate silver and red in the design also. The logo will be in an eclipse shape, and it will be added to my candles individual packaging, either on the box itself or on the clear plastic that I wrap my candles in. 

Week 5 - Zumbo

How does Zumbo integrate packaging, branding and display to give you an all round idea of their brand?

Adriano Zumbo is an Australian patissier and chef and was born on the 6th of November 1981. He is well known for his croquembouche tower on Masterchef Australia. Zumbos creations are unique in their names and the technique with which he creates them. He uses a range of unusual ingredients, such as black olive and beetroot. 

Zumbos brand, packaging and displays are full of colour and energy. His logo is bright pink and automatically shows us that the business is filled with joy. When thinking of deserts we always think happy thoughts, because lets face it, everybody loves deserts. Creating that colourful brand and displays shows the audience that the brand is trying to get their name out there and to attract the peoples attention. His deserts are full of colour and he represents those colours in his displays. His displays in his workplaces are clean and tidy, and the deserts are perfectly placed in a well set out manner. This shows the audience that they take pride in their work.

What does the brand "say to the customer and why would someone pay more for this brand than another brand selling a similar product?

The Zumbo brand tells the customers that they are full of fun, energy and are trying to entice their audience to come in a try their products with the use of bright beautiful colours. The audience will pay more for Zumbo because its the experience your paying for. Adriano Zumbo was on Masterchef and is famous for his croquembouche and his macaroons. People will pay big money to try his products simple because he is famous but also because he uses unusual ingredients in his pastries. He has a large range of pastries available, which all look so delicious and colourful. People are attracted to his business because of the feel it gives off. The brand is full of colour and happiness and thats what a desert company should feel like. 

What materials have they used to achieve the overall "look" and feel of the interior and what does this "say" about the company?

The materials used in their first Melbourne patisserie needed to be something that stood out from the pack. The practice took experimentation to the next level in the "Graduate School" - up cycled old pieces of furniture were transformed into larger than life confectionary creations, white walls were made magical with vacuum formed and metallised wall panels. This look for Zumbo creates a look like no other. It was out there but something you don't see much at all. It says that the company is willing to try new things in order to get audiences attention. 

My candles are coming along very well. I have bought 12 candles all up. I have 4 large, 4 small and 4 medium. I have 4 red candles, 4 black candles and 4 silver candles. I started off designing the black candles. The black candles consist of red and silver elements. So for example I used red glitter and silver diamonds on a small red candle. It looks sparkly and shiny, which is the look I was going for, for "Shimmer Candles". 

I also bought some think black cardboard, and i had a go at creating a simple black box with a lid. I used a template from the web, and altered it a little so it would fit my candles inside. I used modpodge (very strong and durable craft glue) to glue the boxes together. I created a small box first and it turned out perfectly. Next will be the rest of the boxes and the lids. 

Week 4 - Market Stall Concepts

Today we had a OH&S workshop, than after that we were put into our groups to meet for the first time. We had to have a little discussion on what we were all creating for our products and the overall brand we were thinking of having. There was only two people in my group so we couldn't discuss too much of our ideas. My product is candles, and Sabeens products is calendars. We both have a similar colour scheme which is black. Our products come under the category of homewares, so when we get together with the rest of our group next week we will be able to create a mood board and overall concept for our brand.  

Here is the Mood board my group has created. Since our overall brand is homewares we thought these ideas fit perfectly into what we are trying to sell. We want our market stall to represent something that is seen in homes and in homeware stores. The shelving is what grabbed us the most so we are going to head in that direction. We are thinking of having different sized shelves to give it more creativity, and so we can have each shelf displayed differently with our own products on them. We also are thinking of having a bench like table underneath our shelves to gives us more shelving space to display our products. We believe candles, calendars and bookends will look really good displayed in this design. 

My product will be beautifully designed candles, that are a range of three different sizes and styles. The main colour scheme I am going for is black and silver, but I want a bit of colour splashed in their as well, so I'm thinking of using a red. These colours to me show an elegant colour scheme, which is the aim i'm going for. My candles will be displaying techniques using diamontes, glitter, and paint. I have a different design for each candle, to make my market stall display a little more interesting. My individual target audience would be women ages 16 and above. This is a very large target audience but every household has candles whether its to burn or to look pretty, and women are the main uses of them. Having a large target audience is great for a project like this because there will be so many different people at westside. The overall brands target market would be home decor lovers. This is an even bigger target audience but we can't break it down anymore than that. 

Some examples of retail displays I like are shown below.
These displays are simple but look really effective. With homewares being our brand, this type of display would work really well because it is what tends to be in home ware shops and in homes themselves. We wanted something that looks strong and durable and will be able to display our products individually, so thats why we chose the shelving design. Because our products are quite interesting, we wanted to make the market stall simple so it didn't take the focus away from our products. These designs will create a strong market stall. 

The materials I want to use for my packaging is a strong cardboard. The reasons for using cardboard is because it is quite cheap and it looks really effective. So many people spend so much time and money on packaging for it to be just tossed in the trash, so I've decided to do a cardboard box. I want to create small cardboard boxes for my candles, because it looks elegant and nothing beats a cardboard box for sturdiness. There will be three different sized boxes, since  I have three different sizes candles. I want to decorate my cardboard boxes with beautiful silver ribbon and possibly with my brand/logo on the side of the box. The black boxes will make the silver ribbon really stand out. This is a feature I want as i want the audiences eyes to be attracted to elegant design features. I haven't yet decided if I want to individually wrap my candles in clear plastic before I put them into the box. Im thinking of the clear plastic simply because it will protect the candles a little more, and i can attach a swing tag. I can also display my candles on my market stall in the clear plastic so it will be easier to package when someone buys them. Here are some of my inspiration I have for my packaging. 

Week 3 - Retail display

Woolworths

How does the display of products in a supermarket vary?

I went to Woolworths as this is where I do majority of my shopping. In Woolworths there are many different displays of their products. On the end of their aisles they have just one product which is being promoted. When I looked it was the brand "Shapes". They make there display bright and colourful so it attracts the buyers attention and they always have it fully stocked, where as down the middle of the aisles they have their products displayed in a normal way, all side by side, with no other promotions other than the products themselves. They also have displays in cardboard boxes. They don't tend to stand very tall but are usually situated near the counters. These are put into place so when you put your items onto the counter to pay, these displays catch your attention and some people grab them as a bargain, or at the time its a good idea to buy. They tend to put new items in these cardboard displays to get their brand out. They catch the buyers off guard, which is great for promotional purposes. The fruits and vegetables are all displayed in singles. They are not packaged or wrapped, they are displayed openly. This is so you can choose the ones you want to buy. The seafood and meats section again is displayed differently, they are in a chiller, but behind glass so you can still choose want you want to buy.

What does the display say about the products (ie. how are the vegetables displayed and how does this convey an idea about "freshness")? 

The end of the aisle displays are put into place to promote that product. Woolworths rotates the products every so often so each product gets a turn. This doesn't say too much about the product themselves it just helps with promoting their products.

As for the fruit and vegetable sections, they are displayed differently. They are all laid out in sections one by one and this promotes freshness. When customers get to pick and choose what fruit and vegetables they can buy, they seem to be happier about that than what they would be buying a bag of apples and so on. They can choose the best quality ones and leave the not so great ones behind. They get their moneys worth which is what customers want. 

The cardboard displays are to promote a "new" product. They are designed to grab the customers attention, so they can have a look at the new product that has just been released. This displays simply tells the customers that their product is new and is trying to get their brand and identity out their. 

Down the aisles the displays are just side by side. This kind of display is telling us that the product is not new its a product that has been around for a while and is just trying to be sold to consumers. 

What visual clues are given in a supermarket display to make you feel something about a product (ie. excitement because the product is "new" or to give you an idea about the "quality" or "freshness" of a product)?

Sometimes when you see displays in Woolworths, they have the word "new" in large letters to let the customers know there is a new product available. This "new" phrase is used to make people feel excited and happy about a new product that has reach the stores. Consumers first reaction is to go and look at the product, and most of the time people will buy the product just to test it out and give it a go. These types of displays make the customers enthusiastic about shopping and finding new products. 

When walking down an aisle in Woolworths and you have just the aisle displays down each side, than when you come across a shelf where a product should be and have heaps of, and there isn't many there, that to me makes me feel that the product is popular and ultimately good. This encourages me to buy this product just to give it a go. It makes me feel happy that I may find a decent product worth using or having. 

Week 2 - How does packaging indicate brand value?

T2 tea vs Lipton tea

T2 is a tea that thousands of people start and end the day with. T2 have stores all over the world including; 65 stores in Australia, New Zealand, United Kingdom and America. It is Australias leading tea retailer, offering the countries largest range of premium, fragrant tea and tea wares from all around the globe. A select range of T2 teas are also served in some restaurants and cafes throughout Australia, while packaged T2 can also be found on the shelves of leading food purveyors. The iconic brand is beautifully packaged up in an experience that is both unique and immersive; a celebration of the centuries-old art of tea making. 

Lipton tea is the tea that is positioned in the middle of the price spectrum. Lipton teas are a blend selected from many different plantations around the world. The Lipton Yellow Label is blended from as many as as 20 different teas. Apart from the Lipton Ice Tea, none of their products are available fro retail in the United Kingdom, as only caterers are supplied. 

What colours, typefaces, graphics does the company use on the packaging? What does this say about the value of the product?

T2 uses brightly coloured packaging, ranging from blue to orange. Orange is the main colour they use for their packaging because its extremely bright and fun. The typeface used on their packaging is a sans serif, bold. They use the heavy weight just for the "T2" writing than as you move down the writing gets lighter in weight and smaller in size but the typeface stays the same. The packaging does not have images or pictures it sticks to just text, this is because their packaging is so bright that there is no need to have graphics, as it will overload the design. As well as the orange boxes as their main packaging, they also have orange paper carry bags. These are used because its easier to carry than a box. They only have "T2" written on them in white. They also have gift wrapping. The gift paper changes all the time as it represents the look they are going for at that time. The last packaging they have is a black bag with the coloured label on it. This bag is like a zip lock back that you can refill your tins with. The colour of the labels determine what flavour the tea is. The packaging that T2 uses shows us that they are encouraged by their target users. Using bright colours attracts the eye of so many people. When a brand takes the time to get their packaging and designs perfect you can tell that thats only half the energy that they put into the products themselves. The beautifully designed packaging tells us that the T2 produces care about the way people view there products, and when products look good, the people straight away believe the value of the products are of high standards. 

Lipton tea uses bright yellow for their packaging, with touches of red and green to add some effects. The logo typeface used on their packaging is a serif, bold, than on the rest of the packaging they use a san serif typeface thats smaller in weight. This packaging is quite different to T2, as Lipton has graphics on their packaging. To start with they have their logo, than they have a picture of a clear tea cup with green leaves situated next to it. This graphic i think it great for packaging as straight away we can tell it is a tea brand. The packaging that Lipton tea uses shows us that they have gone with a simple look, but also gone with a look that many other tea brands go for. The graphics used are very popular with other brands so it puts them in a category with them, and not one by itself which is what you want. Using the bright yellow attracts the eyes of people too which is a great marketing strategy. Because the Lipton tea brand only has one type of packaging it shows that the company has not put too much effort into there designs so it could mean that they don't value their product as much as other companies do to their own. The beautiful yellow does make a statement but since they haven't thought too much of their packaging people might steer clear from that brand and be pushed towards a different company that has thought of everything. 

What materials are used in the packaging (ie. card stock, foils, specialty papers, print treatments)? What do the materials tell you about the product value?

T2 simply uses cardboard boxes as their main type of packaging. They have sticky labels that are than stuck onto the boxes to tell you what the product is. The labels have a glossy finish and are very smooth. The boxes themselves are also smooth. With the orange paper bags, they are the same materials used with brown paper bags, just much more sturdy. The tea refills have a matte finish to the outside and have a foil inside, to keep the loose leaf tea fresh. Inside the cardboard boxes the loose leaf tea is wrapped in a clear plastic air tight bag, this is to keep the tea fresh and does not make a mess. The materials used for the packaging of their products are quite reasonable. They use these materials for a reason, and they show their audience that the care for their products by simply looking after the tea itself in safe bags and boxes. The materials show the target audience that the value of their products are of high standards because they are all bagged up and packaged perfectly so nothing can go wrong. 

Lipton tea uses a cardboard box as their packaging. The cardboard box has the Lipton logo on it which has been printed into the cardboard, along with all the other writing and the graphics. The cardboard box has the colours on the outside but inside is just your typical brown cardboard box look. Inside the cardboard box their are tea bags and they are all sitting side by side with no extra wrapping. The only thing that is keeping them fresh is the cardboard box itself. The cardboard box shows that the packaging is sturdy but when opening the box, the value of the product drops massively as their is no other protection for the tea bags. This decreases the value of any product if the packaging is not correct. 

This is my mood board for my brand and product.

The brand I want to create is a home decor brand. I like to have a broad range of items to be able to work with. The product I would like to create is a range of candles.

Candles are something I use and enjoy using, they relax the body and can make the home look beautiful. Another reason for choosing candles is that every household has them/needs them and they are always very popular at the markets. Families use them for either design or practical use. So since ill be having such a broad market, I feel confident my candles will sell.

I will design multiple candles, all shapes and sizes. They will have different techniques used on them, for example, some would be painted on and some would be engraved. Using different techniques shows the audience I have put lots of time and effort into them and will make them feel confident in buying my products. 

I will call my company something similar to "Elegance" as i want my home decor items, and candles to be beautiful and elegant. This is the type of logo I would use for my brand identity for my candle brand. The typeface which is a cursive typeface works well with the home decor theme. Cursive typefaces are flowing and soft just like a home should be.