Batiste Dry Shampoo - applied graphics, D&AD brief
Why have you chosen the brief?
- opportunity to create something for a brand I currently use
- to display and reflect my own interests
- opportunity to work with this type of industry
- familiarity with audience and content of the brief
- opportunity to work with applied graphics and packaging design
What do you want to get out of the brief?
- something different from my usual way of working
- explore a practice that I haven't fully explored yet, but enjoyed when touched upon
- display a range of skills and expand my knowledge on the subject
- demonstrate my strengths and improve on them
- opportunity to go further with the brief
- sense of achievement/connection to the brand
What do you want to do/make/propose in response?
- create four new graphic identities and four fragrances
- make a connection between the fragrance and the visual appearance of the packaging
- work with structural packaging
- produce prototypes of products as well as flat visuals
Why do you want to enter the brief?
- opportunity to explore own practice
- to work with a product and brand that I have a 'connection' with
- 'to win'
- look at pattern design
- opportunity to work in 2D and 3D
What is the problem?
- How can the graphic identity work harder to sell the varieties of Batiste in an instant, whilst also clearly demonstrating the full potential of the product?
What is the brief trying to achieve?
- originality
- utilisation of trends to ensure they have significant shelf appeal
- strong brand loyalty
What are the 10 most important words on the brief?
- engaging
- packaging
- fashion-led
- fragrance
- trends
- brand
- outgoing
- fashionable
- women
- appearance
What is the message?
Women care about their appearance, and Batiste is a way of allowing women to look and feel great at the same time. Batiste is therefore a must-have product for every beauty toolkit, and should appeal to new customers, whilst engaging with existing ones.
Who is the audience?
Outgoing, active, on the go and fashionable women aged 16:44: women who are short on time, but care about their appearance.
What is the context?
Supermarkets, drugstores, pharmacies, some hairdressers, clothes stores (Topshop)
What products do you associate with the brief?
Dry shampoo
What do you have to do? (identify)
Produce four graphic identities, including packaging, website, and point of sale designs
What do you need to do? (understand?)
- consider every element of the identity: colour palette, font, fragrance, graphic devices, placement of text and a distinctive style of art direction
- look at brand language, this includes short statements or descriptions that are intrinsic to the identity of the product and collection
- do they current messages best educate and inform consumers at point of purchase?
- how could they work harder?
- work within the parameters of the existing structural packaging
- design needs to work across full range of bottle sizes
What can you do? (define)
- produce a pattern design that is relevant to individual fragrances, considering different ways of applying this, this pattern can then be applied elsewhere, points of sales etc
- consider current trends and how this will effect the visuals
- make sure to do some 'market research' before setting off, a lot of peers use the product, what would they like to see? what do they think of the current packaging?
What could you do? (speculate)
Ingredients to a successful entry:
- originality
- well informed design
- meet the requirements
- clearly presented
- design quality
- imaginative and innovative ideas
- visual impact
- appreciation of audience
- be unpredictable
- high quality finish
- belief/enthusiasm
- memorable
- range of options
- contextualisation
- meet the deadline
Problems found within briefs
- people don't understand us
- people stealing customers
- dated/old fashioned
- rubbish at what they're doing
- we confuse people
- we did it first, but nobody knows
- nobody buys enough of our stuff
- people don't know what we do
- we're losing money
- we're about to go bust
Why do it?
- industrial experience
- to win
- to show your interests
- build a portfolio
- get a name in industry
- responde to challenges of certain types of brief
- selection of brief reflects who are you are as a designers
What do you know already?
- background
- target audience
- mandatory requirements
- brand identity
- measurements of packaging
- deliverables
- supporting material
What do you need to find out?
- consider current trends and how this will effect the visuals
- make sure to do some 'market research' before setting off, a lot of peers use the product, what would they like to see? what do they think of the current packaging?
- which four fragrances will I choose?
- possibility of creating own fragrances?
- will font change? what will work well with current brand identity/logo?
- consideration of colour and audience
- how designs will apply to packaging
What's stopping you from doing it?
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