D&AD Student Awards 2012
Packaging Design Brief
Brief set by: Graham Shearsby, Design Bridge Written by: Graham Shearsby, Design Bridge
Sponsored by: Design Bridge
Deadline for this Brief:
Entries for this brief must be submitted by Friday 9 March 2012. Supporting objects must be received at D&AD offices by Friday 16 March 2012.
Benefits:
Nominated and Yellow Pencil winners will be eligible to interview for the D&AD Graduate Academy, with the chance to undertake a paid industry placement.
#bp_designbridge
Create the packaging for a 21st Century Scotch whisky.
Packaging Design Brief
Create packaging for a 21st Century Scotch whisky brand that challenges category convention and rituals and appeals to an international female consumer.
Creative Challenge
The Scotch whisky packaging category is steeped in a rich history of codes and imagery. Almost all of the brands we are familiar with started way back in the 1800’s and most still echo
that historical period in their physical manifestation.
There is an overt theme of masculine prowess, ‘heather and weather,’ ancient castles and a world of ‘glens’ and ‘macs’ of conservative traditions. But what could an authentic, modern Scotch whisky look like in 2012?
We want you to create packaging for an innovative, new brand that is firmly rooted in the 21st century, is progressive and challenges the category conventions.
Specifics
We need a name that reflects the brand’s positioning (the product is a smooth, premium blend of highland and lowland whiskies sourced from small distilleries). The physical ‘container’ is completely open to creativity (but with a respect to its sustainability).
It’s time for a new generation of whisky....
Deliverables
Upload images of your work. You may also post supporting objects.
Please see the Formatting Guidelines PDF for more information.
Further Information
See www.dandad.org/studentawards @baby_pencils
http://education.ycnonline.com/briefs/view/triumph/
Create a piece of communication that promotes Triumph’s bra fitting service
Background
Our future has a history...
The company that began in 1886 as a small-scale venture, manufacturing corsets in a barn, is today the world’s most international lingerie business and a global iconic leader in alluring lingerie and shapewear. From the birth of the original bras to today’s cutting-edge microfibers and organic cotton, Triumph has led the way in pioneering new designs, materials and technologies including the moulded cup, elasticated straps, laser cut briefs and body-heat ‘memory foam’ shaping. There’s no question that women’s demands have changed a lot over the years, but one thing has remained the same: the ongoing demand for perfect fit, be it for optimal support or ultimate seduction. Research indicates that as many as 70% of women are wearing the wrong size bra. Consumers often don’t realise they are wearing the wrong size bra as they don’t know what to look for, and think that one size fits all across all brands. Triumph has fitting consultants in-store to help educate consumers on finding their perfect fit and reveal a shape to love. During the fitting consultation consumers are made aware of the benefits of a good fitting bra, and are encouraged to have regular fittings.
The benefits of having a fitting are:
- Improves your overall body shape
- Confidence boost – improves your outerwear look
- Comfort factor – all day comfort...
- Great support for your bust
The Triumph brand has a presence in a number of different distribution outlets. These include:
- Major department stores nationwide: Debenhams, John Lewis, House of Fraser etc…
- Specialist lingerie independent stores nationwide
- Online e-tailers who stock the Triumph collections online: Figleaves, ASOS, Flowerbags etc…
- Triumph retail stores; 5 locations – Basingstoke, Cambridge, Walton on Thames, Exeter, Cheltenham and 2 clearance stores – Swindon designer outlet village and Clarks outlet village, Somerset.
The creative challenge
The challenge is to create a piece of communication that highlights the importance of getting properly fitted for a bra. Most importantly the communication must work in a Point of Sale context, and you must demonstrate how your idea would come to life in-store.
Typical POS elements we produce for a standard promotional kit include:
• A4/A3 tent cards – perfect for placing on tops of stands in store and on till/display counters.
• Product swing tickets/garment stickers – for display over the neck of the lingerie hanger. The stickers would stick to the actual garment.
• Floor free standing display option – typically we have used lifesize strut cards/toblerones to promote the message. This element can also provide the retailer with a window solution if they have allocated one for the promotional message (varies between different retailers).
• Promotional flyers – A5 size to hand out in departments or in store.
• Product swing tickets/garment stickers – for display over the neck of the lingerie hanger. The stickers would stick to the actual garment.
• Floor free standing display option – typically we have used lifesize strut cards/toblerones to promote the message. This element can also provide the retailer with a window solution if they have allocated one for the promotional message (varies between different retailers).
• Promotional flyers – A5 size to hand out in departments or in store.
Your creative concept must be able to scale to contexts beyond Point of Sale and we would also like to see how you think it can come to life elsewhere. For example, you might want to consider how things scale online or how advertising local to stores would work. How you approach bringing your idea to life more broadly is entirely up to you.
We are very open to new innovative ideas, so long as the fitting message is conveyed in an approach that will appeal to the target audience.
We would like customers to instantly recognise Triumph as the first choice for fitting. We already have an active training schedule in place for new and existing staff, so can be confident that the fitting is of a high standard across the board – this should be reflected in your communication.
We would like customers to instantly recognise Triumph as the first choice for fitting. We already have an active training schedule in place for new and existing staff, so can be confident that the fitting is of a high standard across the board – this should be reflected in your communication.
Historically Triumph have used model photography to convey the fitting message, however you are welcome to explore how we can move on from this, and look at other methods such as illustration.
Copy Requirements
In the project pack you will find a couple of previous examples of our fitting communication, so feel free to use the copy from this. Alternatively if as part of your concept you think of a ‘fitting’ strapline, or alternative wording which sits well within your concept then please do use this.
Creative Considerations
Triumph is a global brand and we have guidelines in place for logo usage that you will need to adhere to. Details can be found in the brief’s project pack.
The execution of the campaign in-store needs to be simple but impactful, as consumers will be shopping in a busy environment and often don’t have time to stop.
When communicating with our target audience you should: engage, show emotion and understand their lifestyle.
Target audience
Our aim is to attract ‘Style Seekers’ women aged between 25-50 years.
Style seekers have:
- A high interest in fashion and beauty and are inspired by window shopping, in-store campaigns and advertising which highlights fashion trends etc…
- The bra completes an outfit and is always purchased with outerwear in mind.
- Tend to buy sets and shop in department stores, online and specialised lingerie boutiques.
- Usually have a large lingerie wardrobe and shop on a regular basis.
Deliverables, Artwork and Additional Information
For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.
IT HAPPENED ON THIS DAY
I recently discovered that I share a birthdate with BBC broadcasting its first televised news bulletin; the Salvation Army being founded in London’s East End; Spam being introduced and, not least, the birth of ‘Dolly the Sheep’. Subsequently,
to find that I share a birthday with PT Barnum, Robbie Robertson, Paul Smith, Huey Lewis and Royce da 5’9” inspired the widest range of emotion and aspiration.
Access to data is so effective that we are now better equipped than ever to create information that expresses histories in the personal as well as the international forum.
The Brief
We want you to consider how best to interpret the project theme. Is it what happened through the centuries on a specific day in the month/year or could it be the story of one particular day in time? The ‘Big Bang’; Battle of Hastings; the first pulls of Gutenberg’s 42-line bible’; Elvis Presley on the Ed Sullivan Show; assassination of JFK; Liverpool’s European Cup win in 2005 or the atrocity of 9/11 – you are spoilt for choice.
However fascinating the topic and the information that you select, your challenge is to create a delivery platform that demands the reader’s
attention. It needs to address the norms of information architecture while actively working to evoke an emotional response from the reader or viewer.
Use print, screen, combined media – the choice is yours – as long as it expresses a solid idea, informs us and shows your typographic skills. Remember that words and language are our collateral and that your submission should be essentially typographic.
Target Market
Define your market, and how you will target it, in your Strategy.
Requirements
• Research and Development • Strategy • Specifications/Grid(s) • Dummy/Prototype(s)
• Presentation
Cross-reference this project brief with the ‘Assessment Criteria’ sheet.
Submissions will only be accepted in one robust portfolio no larger than a2.
THE GOOD JOURNEY
http://www.thersa.org/__data/assets/pdf_file/0020/411356/RSDA2011-12_The_good_journey.pdf
Brief
Identify a daily journey – either your own or someone else’s – and improve it in a way that improves it for many people.
Scope
For the purposes of illustration only, the
following would all be viable responses: – a new or redesigned vehicle or mode
of public transport – an accessory to improve a particular
mode of commuting: walking, cycling,
driving, taking the train, riding the bus, etc. – a system that makes it easier to share
private transport – a communications campaign to make
people think differently about daily travel – a redesigned space, for example a
platform, concourse, lounge, train carriage
or waiting room – an activity that makes the most of
valuable commuting time
... and many others are possible.
Judging criteria
Design craft – does your solution look and feel the best it can? Ingenuity – is it frugal, surprising and practical?
Insight – what need, gap or opportunity have you discovered and how? Communication – is it easy to understand and does it inspire people? Social benefit – how does it help society as a whole?
Finally, the RSA argues that design represents a resourcefulness that is invaluable in today’s climate of austerity. Is your solution resourceful?
Process and presentation
You have four A3 presentation boards and a written summary not exceeding 250 words in which to describe your solution. In addition to presenting the finished solution, describe your process:
– what were your observations? Show how your analysis of these observations gave you insights into the design opportunity
– your insights might be research-based or intuitive, or a combination of both: relate the concept clearly to these insights
– make sure the judges know what specific issue or issues you have had to resolve in the process of designing your solution
– tell the story so that we understand the context for your solution and the benefits it delivers
Background
The daily journey to and from work or school – or to shops and services for people who are not employed – is a necessary evil in most of our lives. Although travel literature and magazines praise the journey as being as significant as the destination, the same experiential romance can rarely be attributed to the daily commute.
Regular short journeys are, for most people, a mental and physical burden, often cited as the ‘stress that doesn’t pay.’ Stress arises when people simultaneously feel a loss of control and the pressure of time, often compounded by unavoidable delays on public transport, whether underground, tram, train, or bus; traffic congestion for those who drive or cycle; noise, chaos, crowds and the emotional displays and outbursts of frustrated strangers. Commuters have buried their heads in newspapers for decades, while MP3 players and electronic books are more recent distractions. What more can be done to improve the daily journey; even make it a high-point of the day?
For many people, commuting is an aspect of daily life that requires a lot of valuable time, but is often an emotional and physical drain. Many people choose their commuting distances and modes of transport for economic and psychological reasons; for example, it may be more cost-effective and rewarding in the long- term for people to live in a quieter area where they have more space and tolerate a longer daily journey to work. Similarly, some people may prefer to take a bus or coach because it is cheaper than taking a tube or train, but they may be more susceptible to delays and other stresses of the roads. Regardless of the reason, most people make a choice to commute by weighing up the intrinsic financial or personal welfare benefits.
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