For this crit, we had to go along with three different concepts in mind. This way, as a group, it could be decided which was the strongest and why. When starting a new brief, more than one concept should always be presented, and by doing so you can then pick the "best". Below are the three concepts I present to the group:
Concept One
Cafe/bakery - focusing on the interaction between baker and customer and the visibility of the baking process
- As seen on Paul Hollywood's bread
- Traditional cafe, where customer can see bakers at work, and can interact with them in order to get exactly what they want
- Bringing traditional back in to modern day
- Branding and in-store visuals
Concept Two
Solving a problem - recipe books always get messy/dirty due to their context, how can this be solved?
- See a lot of white recipe books, does this work?
- How does layout change so that writing isn't obstructed/covered with baking products?
- Possibility of an app
- New technology where you can use your voice and also clapping in order to turn pages
Concept Three
Pack for new generation bakers - everything needed to make baking appeal to a younger audience
- How illustration and type can be used to appeal to target audience
- Could include utensils and textiles as well as a publication
When getting feedback from my group, they were all in agreeance that concept two was the strongest. It would allow me to solve a problem that existed around my 'what is good', and it would also still allow me to target it at the audience of new generation bakers. It was suggested that in order to target it at a younger age range, the app could use music, in order to keep them focused and entertained. The volume of this would then lower when the app spoke to you, or you spoke to the app. Initially, I was not too keen on creating an app, however, I can see how this is definitely the strongest concept, and will stop me from doing something just because I want to or like the way it looks.
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