YCN - Thinking about design outcomes

Problems to solve:


- Appeal to young, working class families
- How do we entice / motivate families to leave the house for a picnic (if thats what we are trying to achieve)
- How we stay in keeping with M&S branding and style
- Try to appeal to range of ages, sex and interests
- How do we communicate a season in the form of food and packaging
- How do we avoid cliche's, M&S standard audience, Target our new audience


Target Audience:


- Young families
- Working Class
- Those who wouldn't normally shop at M&S


Tone of voice:


- Fun
- Fresh
- Seasonal
- New
- Special
- Treat
- Sweet
- Exciting 


Competitors / Similar Market:


- Sainsburys meal deal: Offering a main, side and drink for a small price. Sainsburys have a wider market than M&S, its associated with the people we are trying to target. They also offer picnic like platters for lunchtime - a wide selection of sandwiches within one box at a very reasonable price.


- Asda : Offer oriental, Mexican ect style platters and selections you can purchase - The packaging reflects the style of a metal dinner tray; dividing the food into sections.


- Tesco: Offer seasonal fruit lunches, not very solid as only one type of seasonal products exists. Again, targets audience we aim to direct our product at.


Design outcomes / Processes:


- Eco-friendly
- Biodegradable
- Hand rendered type
- Slick layout
- Using recyclable materials
- Possible screen printing
- Die cutting
- Infographics

Design outcomes in detail:

Packaging


- Quirky, informative, playful packaging. Designed to allow a person to select a range of different products, for them to fit appropriately into our sectioned packaging box.
- Needs to evoke the picnic idea and culture
- Appearance will depend on season
- new design brought out seasonally 
- Easy to use
- Convenient
- Quick to select and place products in box
- Consistency between food product packaging
- Info graphics clearly communicating how the picnic pack works
- Available
- Fun
- Informative


Logo


- Must use M&S logo
- WIll adapt colours to season


Serviette


- 'Family friendly' - of good quality, must be able to do its job, not just to look 'pretty'
- Screen printed within logo and slogan
- Recyclable
- Consistant with packaging
- Simple

Cutlery


- Recyclable 
- Re-usable (not plastic, strong enough to be used again)
- Simple
- In keeping with packaging

Digital promotion


- M&S TV Moving image
- M&S Tiny TV instore promotion - Moving image

Print promotion

- Series of posters communicating picnic idea and tagline

- Placed in suitable areas relating to the idea of a picnic. E.g A riverside
- Photographs of 'the perfect picnic' setting, visually promoting idea
- Pricing labels
- In store banners

In store promotion


- Typographic Murals?

Tagline


- Fun, convenient, ethical, bringing families together

Store dividers


- Large dividers within aisles sectioning off the picnic pack food products, to easily communicate to customers the foods which can be chosen from.
- Array of selection boxes, of different sizes and shape showing the range of food products you can choose from to go in your pack - Visual selection
- Moveable, recyclable, Large stands, holding either the baskets themselves or food products. Consistent with packaging design and existing M&S stands


Campaign


- Create a campaign to promote our product, using a similar direction as that of existing M&S Campaigns.


Mailshots


- To promote picnic pack
- In keeping with packaging design