OUGD401 module evaluation

This module has taught me the importance of historic and contextual research and how it applies to graphic design practice. Exploring consumerism has given me the opportunity to learn about a topic I initially didn't see as appealing or even related to graphic design. I now have a fairly broad view on the topic and have found myself really interested in everything that surrounds it. Its something that impacts everyone so largely but most are completely oblivious of. 

I can also see really clearly how consumerism links really closely with design practice. I think a lot of designers and advertising companies are either unaware to a certain extent of consumerism and its negative effects on society. I think with my new knowledge of its negatives on peoples lives I will try create design that considers morals and how it will effect people subconsciously. I now also have a greater understanding of how certain elements of branding can be adapted to be appealing to consumers and how people strive for a better life through buying certain products. A lot of brands quite easily play on this idea through things as simple as colour theory.

I initially found the prospect of reading and writing an essay pretty daunting and boring. But looking back I have learnt so much valuable information i'm really glad I know now. Particularly the discovery the discovery of Adbusters author Kalle Lasn has been really inspiring to me and I will continue reading the books in the future. It makes you think about the bigger picture and I now feel I want to impact the world in a positive way that uplifts people rather than convinces them they need to change. 

I know my writing skills still need a lot of improvement as I have the tendency to slip into a casual tone of voice. Despite this I feel over this module they have improved and will continue to do so. I am considering magazine production as a future career and producing my own content could be a part of this so more COP tasks and essays will help improve my skills to do this well.

Product placement

http://www.realsimple.com/food-recipes/shopping-storing/more-shopping-storing/grocery-store-layout/shelf-layout

I found this web article that explains how product placement on shelves works. Basically the high up shelves are usually for specialist items that people know what they're looking for when they go to shop (example gluten free, dairy free). The shelf at eye level is called the bulls eye shelf, its for the best selling products that you're most likely to see first. Below you usually have a child's eye level shelf (not for alcohol of course) for products that are most appealing to children. Then lastly the cheapest products are usually lower down, the shops make less profit so they don't want them to be the most obvious.

For primary research into product placement on shelves specific to my branding I looked at where I would expect my product to be placed. As you can see my glass bottle cider re-brand would go at the top of the fridge right in peoples bullseye viewpoint. The different colour and shape of the bottle would definitely stand out among these other bottles as they are all similar.

This image shows where the previous brand of frosty jacks would be placed with the other cheap ciders in plastic bottles. They're not even in the fridge and they're right at the bottom where nobody will notice them. Just by looking at this I know my re-brand will change the placement of the product and make the sales of it more successful.

Product survey - frosty jacks re-brand

I showed people a photo of the original branding and my re-brand and firstly asked for some words describing each one.

Origional-

- cheap

- dirty

- ugly

- postmodern

- jumbled

- grungy

- juvenile

- scattered

- informative

- unorganised

- cluttered

- disgusting

Re-design-

- clean

- expensive

- luxury 

- sophisticated

- modernist

- bright

- poised

- elegant

- modern 

- clean

- fresh

- stylised

I also got a few statement opinions on the re-brand to inform me of how successful I had been.

‘‘it looks so good i’d drink frosty jacks if it came in that’’

‘‘it might even convince me to pop a bottle of Frosty Jacks’’

This research into peoples onions made me certain the choices I had made during my design process were well informed and successful. I had taken a product previously looked at as very negative and unappealing to many and made it into an item of luxury and style. I am confident this now aims towards a much higher class and priced market and overall if the company would make these changes would give them much more sales success. 

The point of this re-brand was to show the effect branding has on the consumer self. I think this evidence quite clearly shows how changing the branding of a product can drastically change peoples opinion. Everyone I asked has tried the product and still knows its unpleasant but admitted just from the brand aesthetic they would be much more inclined to buy it. The relationship between branding and the way a consumer feels it will effect them negatively or positively is huge and easily manipulated.

Just like the example in my essay of Apple re-branding their phones yearly I think this re-brand would have a huge effect on the consumer. A whole new market would be interested and feel almost as if they were being treated to a whole new selection of cider never seen before, when in reality it had been there all along.

Promotion - Frosty jacks (OUGD401)

I have decided as part of my re-branding to create mock ups of some promotional material the brand could extend onto. Promotional material is a really important part of branding as it’s the way people would find out about the all new Frosty Jacks. Its just as key as the actual products branding as often its the first point of contact between brand and consumer.

I started by creating a really simple billboard style poster. I placed the pattern in the background slightly so people hopefully see it around and it becomes a recognisable part of the brand along with the logotype. I wanted each part of my promotion to be consistent with the branding so no element would look out of place and unrecognizable.

I also wanted to draw the cider apart from other high quality brands. So I created cider cocktail posters. Drinking cocktails is considered high class so this would massively appeal to my target audience. I carried the same typeface and centrally aligned type to keep the brand consisted throughout the different media. These could be placed around bars to promote people to try new things (considered as an enticing part of a brand if it makes someone appear as 'adventurous').

I also did some mock ups of other products like bags and glasses that could be produced to further promote the brand. Bags and high class/considered/informed packaging would entice people into buying the product as it all seems like more effort has been put into pleasing the customer. Consumers like to feel as if they are being treated and free additions make buying things seem all the more worthwhile.

I think people would appreciate a brand that is consistent in making sure their range of promotional gear is large so they can be proud to own the glasses to go along with their favorite high class cider or walk out of the shop with an official bag. 

Final re-brand design production (OUGD401)

My final label design consists of the pattern (portrait format) with ‘Frosty Jacks, premium apple cider’ in Futura. I've kept it really simple as I've decided to vinyl cut the label and stick this onto the bottle so you could see through it where the pattern was so the brand interacted with the packaging (inspired by the patterned bottles in my research). I like how ice is also see through so it relates to the brands name well.

Video of the label being cut out.

This is my label before it was on the bottle. Once it had been laser cut I had to take all the snowflake strokes out by hand. This was very time consuming so for mass production im sure a machine could do this part or the design could be painted onto the bottle and have the same interaction effect.

I got my label cut from matte vinyl and placed it onto the bottle I previously chose. When the light comes through the iconic blue bottle its a really striking and memorable image. It looks a lot cleaner, higher impact and higher class than the current branding.

I think this re-brand is successful as every element is informed by the target audience and creating a strong and positive brand personality. The typeface is sans serif and geometric, this is appealing as it looks clean and professional attracting people who want to portray these aspects about themselves. The colours blue and black makes the brand personality intelligent, loyal, confident, elegant and powerful. I hope the colour choices appeal to people as my research into consumerism suggests people buy products who have desirable qualities they want to portray about themselves. The packaging choice is really unusual and will be appealing to people who like being out of the ordinary and original and also makes the cider stand out from generic looking brands. The pattern is informed by the name and the idea it will appeal as a cold drink you can really enjoy especially in summer as it will refresh you. 

Overall I think this project has been successful in making the branding more effective and appeal to a bigger target audience that will be willing to pay more for the product. It also makes the product more applicable to being sold in bars rather than just shops. But the real way of seeing the success is by asking people to compare the two.

branding - frosty jacks

I initially wanted to do quite an ornate design for my re-brand as some of the research into spirit bottles included some really intricate and beautiful designs. I started by hand rendering some type sketches.

 

I used these sketches and begun creating a digital version. Unfortunately I didn't finish this as after further research I realised a more minimal approach would be more appropriate.

I wanted a high class look but felt the ornate script style might make it a little un-approachable and targeted at a small market. I looked at the branding by Snask for the pang pang brewery, they used hand drawn looking typography to give a high class but personal look. I think the use of hand drawn looking type gives that personal feeling, the idea someone has 'hand crafted' something appeals to people as they value the effort of production as much as the product its-self, giving more respect to the brand.

I experimented further with this idea trying out loads of different textures out for effectiveness. I presented these initial designs to the class and people said they actually preferred the idea of using a sans serif typeface to display professionalism and timelessness. I agreed that this might be a better route as I believe having a sans serif font would keep the brand consistent as you could use it for both titles and body copy.

I eventually decided on Futura as my final typeface. I think the perfect geometrical shapes used to create the typeface show balance and 'perfection' which would reflect well on the brand personality.

The other feedback I got from the crit was that due to the name 'frosty jacks' I should try and incorporate the feeling of coldness somehow. This could then be used as part of the brand appeal, 'ice cold cider' sounds perfect for a hot day.

This was an initial design experiment using the feedback from the crit as my fuel. I used Futura and decided a geometrical theme due to the structure of the font would look really clean and fitting. I experimented with shape and pattern to create something contemporary and clean looking.

I liked the simplicity of the previous design but I wanted to find a mid point between this and the ornate design styles you see on high class spirits and alcohol. I experimented with creating a repeat pattern out of the snowflake I had on the last design.

This is one variation of the pattern I created. I tried out this rustic look once again going for adding a personal touch to the design but I decided a more slick even stroke weight design would make it look balanced and high class.

I created some variations of the pattern so if the brand were to create different flavours etc. the pattern could change slightly but still be recognisable. 

Another rustic looking variation.

A more rounded version of the design. This one reminds me slightly of flowers, could be appropriate for a fruity/flowery flavoured cider variation.

I experimented with combining the two design styles. But once again decided a sans serif and equal stroke width design would be more slick and appealing to my target audience.

Another variation of the design that could be used for flavours/limited editions.

I also experimented with adding a gradient but this wasn't used due to the printing method i eventually chose.

Last flavour design variation.

I experimented with type placement on my design but then decided a portrait label would fit the shape of the bottle better and centrally aligned type would allow you to be able to read the full label from a front view when the product is on the shelf.

I then created this gif to show how the label would hopefully look on the bottle and the different flavour variations effectiveness. As you can see each variation is different but not enough to make the brand un-recognisable from each other.