I was told to pick 3 YCN briefs that I would enjoy doing and one that I wouldnt touch with a barge pole!
Here are my four chosen briefs//
Brief one: Heinz Salad Cream
The creative challenge
Today Heinz Salad Cream holds a special place in many people’s hearts as a brand they remember from their childhood; happy carefree summer days. The unique tangy sauce adding taste to favourites like cheese and cold meat sandwiches and salads.
However, over the years as food choices have become more varied and there are more sauce alternatives on the market, many consumers have slowly forgotten about Heinz Salad Cream. Recent research has shown that some consumers perceive it as being old fashioned and less versatile/relevant than other sauces. Although the product is very widely stocked in supermarkets some consumers struggle to find it when dining out (it’s not often found in cafés or pubs) and as a result it’s not at the forefront of many people’s minds.
What we do know is that when people try it, they really love the taste of Heinz Salad Cream and start buying it again! We need to re-engage consumers to remind them of the great taste Heinz Salad Cream has. Our challenge is to get more 18-29 year olds eating Heinz Salad Cream, a young consumer market who may favour mayonnaise instead or haven’t eaten salad cream for years. We want to embed new eating behaviours for Heinz Salad Cream, making it more relevant for ‘today’s’ foods e.g. pizza, chips/potatoes, chicken and fish, sandwiches, wraps or as a dip. Mayonnaise adds moisture to food where salad cream adds both moisture and taste.
Brief
Develop a creative campaign that attracts young people to Heinz Salad Cream, encouraging them to eat it on or with ANY of their favourite foods. Reinforce the message that Heinz Salad Cream is a tasty and versatile sauce for today.Creative Requirements
Get young people to either discover or rediscover the brand. Generate excitement around this unique quirky brand and engage consumers through upbeat/fun messaging. Get young people talking about Heinz Salad Cream again and be proud to say that they eat it!The idea can take any format you feel appropriate. It would be ideal to have the potential to work across all manner of channels (new and traditional media, packaging, new products ideas, even the name is up for grabs!). Feel free to incorporate the Heinz Salad Cream Keystone logo, ‘It Has To Be Heinz’ logo and images of our packs into your work where appropriate. All assets can be found in the project pack.
Target Audience
18-29 year old adults, who are looking to add taste/tang to their favourite foods and sandwiches. They are an up-beat and sociable bunch, who love their food.Brand Benefits
Heinz Salad Cream adds a unique zing to food.Mandatories
Heinz to be used in capital letters. Creative/campaign must have food values (but not high brow food). Creative/campaign brings modernity to the brand. The ‘It has to be Heinz’ logo is also included in the brief’s project pack. If you wish to use this, please note that it shouldn’t be used as a standalone logo, but rather within a sentence/context, eg. To zing up your sandwich ‘It has to be Heinz’.I particularly liked the look of this brief because I love Salad cream (which has to be Heinz :p). I think its true what they have said for the reasoning of the brief, many of the younger generation dont appreciate salad cream like they used to! I think quite a few people prefer mayo, which just isnt the same. That isnt my only reason for picking this brief, it sounds like good fun and it is quite open in terms of what the brief is asking. I think I will be able to show off my creative design approach which will suite Heinz donw to the ground. I dont like my work to be too serious, obviously I will take the brief seriously but I like design that is light hearted and fun and I feel this brief will give me the chance to work in this tone of voice in a creative way.
Brief two: Graze
The creative challenge
Part A:
The graze box is the embodiment of the graze brand; it’s charming, natural, honest, and premium, but we think it can work even harder and bring more excitement to the food inside and to the brand as a whole. So part A of your challenge is to refresh our graze box. All the surfaces can be changed but the structure (size, shape and the way it’s put together) can’t.
Part B:
We like our logo, it says friendly and has charm but we’d love it to be more distinctive and unique. So, part B is to redesign our logo. Make graze stand out from the crowd and better communicate what we are all about.
Part C:
Part C is a bit different... We want to see how these new elements would work in a direct mail marketing campaign. We see it as a really interesting medium and we’re looking for a creative solution that will stand out from ‘junk mail’ and make people leap onto the internet to sign up.
Target audience
The average grazer is female, 25-45 and works in an office, but we have grazers both male and female and of all ages, so be careful not to exclude anyone. Also remember that boxes get sent to people’s homes as well as places of work.Creative considerations
Part A:Grazers appreciate the subtleness of the graze box, especially in the work environment where personal mail may be frowned upon. So a musical, neon, sequined box might not be the best solution. The textured brown board has been a key part of the graze brand from the start. We love the natural rough texture and the effect of printing on the surface. If you think you have a better solution however, and brilliant reasons to back it up, go for it. We care for the environment just as much as we care for our grazers, so please bare this in mind. Every graze box goes on a journey through the post so when it arrives it shouldn’t look dirty or unappealing. We want people to jump for joy and shout ‘huzzah!’ (and other such exclamations) when their box turns up in their post. Use the box as a way of highlighting the tastiness and healthiness of the food contained; the box and food should work together in delicious harmony.
Remember to allow space for the address and postage paid stamp. A paper serviette is included in every box. Consider this another canvas to work on.
Part B:
The word graze often causes confusion – people spell it greys and grays. Could the logo help with this in any way? Our tagline ‘nature delivered’ plays a key role in explaining what we do, so we’d prefer it if this was included in some way. graze is a modern digital business: Our boxes are ordered from our website but all our products are sourced from nature. How can you portray the two elements ‘online’ and ‘nature’ within the logo?
The logo should be versatile; it appears on almost everything we produce. Don’t forget the .com (dot com).
Part C:
Visually there are no limitations. Be innovative, explore materials, experiment with layout. Do everything you can to make sure that whoever’s doormat this lands on, it screams ‘Read me!’ (Though perhaps not literally, that might be a bit scary). In terms of content, you must make sure you explain what graze is, what graze does and what graze has to offer. How you do this is up to you. We currently run a promotion alongside the majority of our marketing, which allows new customers to try a box for free. Consider how a promotion may work within this particular media.
The main reason that I was drawn to this brief was because it involved re branding. Branding and identity is one aspect of Graphic Design that I thoroughly enjoy, I think its exciting how you get to give a business/ person an identity like designing a logo etc. I also like how this brief is very open and there are a range of things you need to do. So not only would I get to re design the logo but I also get to work with packaging and promotion.
Brief three: The Feel Good Drinks Company
Background
In 2002 three guys who worked together at Coke decided to leave the rat race and form their own soft drinks company. They wanted to make healthy drinks that actually tasted good, create a brand that people liked and a business that made coming to work fun, even on Mondays.
Feel Good Drinks make 3 different ranges of delicious drinks in lots of fruity flavours including: Orange + Mango, Apple + Blueberry and Cranberry + Lime – we like to leave the boring flavours to everyone else. Every Feel Good Drink is packed full of 100% natural ingredients and absolutely no nasty stuff like artificial chemicals or spoonfuls of added sugar. (We wouldn’t want to drink that stuff, so we don’t expect you to either.)
The company now sells one Feel Good Drink every 2 seconds, but we’d like to sell more, and that’s where you come in.
The challenge
One word. Awareness.We know that when someone tries one of our drinks, they’ll give it a big thumbs up. The trouble is, not enough people know who we are. So we’re looking for creative ideas that will dramatically raise awareness of our drinks, and just how darn tasty they are. We need you to think big - we want to see ideas that stop people in their tracks and make them feel instantaneously good, so good that they will grin from ear to ear. Below are two briefs. Let your creative taste buds be tickled and take your pick (of course if you’re feeling very industrious, we won’t stop you doing both...)
Brief 1
Make us famous.Create a campaign that communicates 3 simple things: our brand name, what our drinks look like and that our drinks are choc-full of natural, tasty, fruitiness. And do all this in a way that is unique, memorable and makes people laugh.
Brief 2
Fruit not sugar.We asked some people if they like their soft drinks to have lots of added sugar in them and they said no. No surprises there, then. Of course, we don’t add any sugar to our drinks – nada de nada, niente
di niente, absolutely zilch.
You might be surprised to hear though, that some of our competitors do add sugar to their ‘healthy’ drinks - and lots of it too. The ASA has banned both Vitamin Water and This Water from using misleading ads, which was in part due to the amount of sugar they heap in their drinks. They found that one bottle of This Water could contain up to 42g, that’s 8.5 teaspoons. A bottle of Vitamin Water was found to contain 23g, so just the 5 teaspoons then.
We know you can make great tasting natural juice drinks without adding sugar – we do it everyday. We think that when someone chooses a healthy drink they don’t want or expect it to have heaps of sugar in it. We want you to come up with an idea that tells people the facts, so they can make an informed choice next time they’re at the chiller. Can you communicate this in a fun and feel good way?
Creative Requirements
Often the best ideas have the potential to work across all manner of channels. Do consider all types of new and traditional media, including on-pack and even point of sale if you want to. You may also have noticed that we’re big fans of digital, spending time with our Facebook and Twitter families and spreading our message virally. The idea is to spread the word, so talking to consumers directly can’t be a bad idea. Feel free to incorporate the Feel Good Drinks logo and images of our bottles into your work where appropriate. For this work, we’d like you to focus on our small bottle still and sparkling juice drinks. Images of these can be found in the brief’s project pack.Target Audience
16-34 year old adults who are happy to pay a little bit more for a healthy, tasty soft drink that isn’t full of junk. They are an up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games.Tone of voice
PMA people - you can’t call yourself Feel Good Drinks and be miserable! The message should always be friendly, fun, and just a little bit cheeky. Please don’t get all serious on us now. It’s about talking to people on their level, making a connection and making them smile.I really liked the look of this brief because it sounds like so much fun and its so broad, you can pretty much do anything for it. There are also two briefs for this company, which means I can either pick one of the two or go crazy and do both. I think I will like this brief because the company seem to have a really light hearted, fun tone of voice and they seem really colourful, and this is how I enjoy working.
Brief four (my least favourite): Swarovski
The aim of this brief is to take the repositioning of the brand to the next level, concentrating on attracting the next generation of Swarovski fans to our fashion collection.
Target audience
Swarovski are interested in reaching a new younger audience (20 – 30 year olds) primarily targeting young urban UK females who love their jewellery, like to keep up with the latest trends and fashion, and want to express themselves through their jewellery.The creative challenge
We’d like you to creatively demonstrate how you think Swarovski can relevantly and powerfully engage their fashion range with younger UK consumers. You are free to explore all marketing channels, demonstrating the media and environments that you think the target audience will be most receptive to messaging and engagement. You can consider all elements of marketing, PR, advertising, in-store applications, point of sale, packaging, social media, experiential ideas and everything in between.You might have one simple, brilliant creative idea that cuts through in one independent channel, or alternatively wish to demonstrate your thinking as a fuller, more integrated 360 degree campaign approach. This is deliberately a very open brief, and you’re encouraged to approach it creatively and freely.
Daniel Swarovski I said: “Evolution never ceases. Reforms in one area lead to further reforms in other areas. One must, however always be alert to the opportunities”.
Creative Requirements
Your work should fit within the Swarovski brand identity, and you can find this here. Should you wish to incorporate it into your work, the Swarovski logo can be found in brief’s project pack.The reason that I dont like this brief is the fact it is to do with fashion. I am not really into fashion that much and I dont really know what is in and what isnt. It just seems a little boring or its just the fact I have no interest in its context.
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