Map/Way finding Research 

FWDesign - Bath In 2009 fwdesign created a city-wide information system for the city of Bath, encompassing way finding, information graphics and graphic identity. The circular maps pay homage to the history of Bath of a Roman walled city. The map itself has been drawn to represent every detail of the city, with fonts, pictograms, colour palette and illustrative style all bespoke to Bath. 

Studio Bonocular - Springvale Way finding  Similarly to the Bath way finding, this design was created for Springvale Activity Centre by Studio Binocular, in collaboration with Aspect Studios. They worked closely with the City of Greater Dandenong to identify and highlight pedestrian routes which help to direct users to Springvale’s lesser known retail and entertainment areas. The custom graphics and elements are designed to create a clear identity and recognisable signs. 

Pentagram - WalkNYC Pentagram helped create a graphic language of these maps, working on the project as part of the PentaCityGroup. The maps are designed to encourage walk, bike and use public transport around the the city. The kiosks are located near subway stations, business districts and other high-traffic pedestrian areas. 

Sail Ho Studio - ONE Westminster Designed by Sail Ho Studios, the ONE Westminster is a folded map of the neighbourhood of Westminster for ONE.org an international advocacy organisation which fights extreme poverty and prevents disease. 

YNC Brief - Street Feast

The Brief Come up with a campaign to launch the 2018 summer season for the street food markets. The big challenge is to launch a campaign that promotes all markets, while ensuring people know that they operate by the Street Feast Brand.

The Creative Challenge  How can they launch a summer campaign for the street food markets, making it clear that they have four individual sites that operate under the Street Feast brand. The markets undergo a summer makeover at the end of April / beginning of May. They transfer the winter themed bars into tropical tiki watering holes.  This is a very broad campaign that has the potential to launch in any kind of format - Animation, Illustration, Video, Press or Social Media. The main objective is footfall, the ultimate aim is to fill the markets every weekend. 

Target Audience  The target audience is between 18-34 years old, who are discovery and experience hunters, who want to know about the best things in London. As well as locals to London they also want to reach out to tourists visiting London. 

Agency Research 

I Love Dust UK based design agency, with studios in Brighton and Southsea. Specialising in design concepts, illustration, brand identity & experimental design. They’ve worked with clients such as Nike, Red Bull, X-Box, Coca-Cola, Karl Lagerfeld & Kirhls. 

Screen grabs from ILoveDust Insta. 

Bread Collective A network of creatives across a variety of disciplines, based in the heart of East London. Specialising in illustrative typography, murals & instillations as well as art direction, graphic design and branding. They have an authentic design aesthetic with a balance between digital and traditional, embracing both past and present techniques. Notable clients include ASOS, Bryon Burgers, CNN, Converse, D&AD, Heineken, Lacoste, Nike, Samsung, Ted Baker, Green Man Festival and YCN. 

YNC Brief - KFC

The Brief Create a fresh new design for the KFC bucket that will con contemporise it, and elevate it to a true iconic status.

Brand History KFC is the world’s largest chain of chicken-based fast food restaurants. Grown from the chicken business set up by Colonel Harland D Sanders in the 1950′s, he found a way to combine 11 herbs and spices with flour to create a unique taste, this unique recipe is to this day a secret with it known to only a few people. The KFC Bucket is widely recognised as a piece of packaging, it symbolises family time and coming together, sharing good food with family, friends having a night in, a late night feast after a band rehearsal or a post-match celebration. “When people come together and feast together, that’s what true family is about” 

The Creative Challenge  KFC want a fresh new design for the iconic bucket, that will move to a cultural icon, relevant to every ‘family’ This is an ARTWORK brief, not a structural redesign. It can be a core design update, special seasonal design, a limited edition/range of limited edition or a combination. 

Creative Considerations  THEME - ‘if you roll together, feast together’ The design should be a celebration of all of the different ‘families’ A celebration of the bond that ties us all together.  TONE - Celebratory/Energetic/Bold with some swagger.

Target Audience UK Adults, sharing in groups of two or more. 18-34 years old of both sexes.

Mandatories COLOUR PALETTE - All designs need to use the core KFC colour palette of red, white and black. (Necessarily not limited to this) BRANDING - The only branding on the bucket will be the KFC logo, the rest of the bucket is up to you, the logo can be red, white or black. 

Competitor Mood board

Brand Research

As part of the brief I have to create a new brand, I’ve chosen to pursue the Brazilian coffee route as it has many options for blends and variants of coffee.  I started by looking at where the farms are located in Brazil, I found that Brazil is divided into 26 states, of these 13 of them have coffee plantations, the most significant of these are Bahia, Espirito Santo, Minas Gerais, Parana and Sae Paulo.

Minas Gerais

Minas Gerais is Brazil’s biggest coffee producing state, with nearly half of the entire coffee production happening there. Its is made up of four main regions - Cerrado de Minas, Chapada de Minas, Matas de Minas, Sul de Minas. 

Espirito Santo

This is the countries second largest growing state, and the biggest state to grow Robusta coffee. The coffee grown in Montanhas do Espirito Santo is very fruity and acidic due to the mild climate and altitude of 700 - 1,000 meters above sea level. 

Sao Paulo

Home to the Port of Santos, the countries primary coffee exporting port Sao Paulo has two regions that grow high quality coffee, these being Mogiana and Centro Oeste de Sao Paulo. 

Bahia Compared to other regions Bahia is relatively new to coffee, it was first cultivated in the 1970′s but has become very popular for it’s use of the beans and high-tech techniques. Because of the regions high altitude it has rainy winters and dry summers which give the coffee a sweeter taste. 75% of the coffee beans grown are Arabica. 

Parana

Parana’s Norte Pioneiro region is home to a dense, highly productive coffee farms which mainly grow Arabica beans. 

Brand Naming 

Going off my research of Brazilian coffee I started to write down names that I could use to associate the brand I am creating with, these include 

- Port de Santos - Centro-Oeste - 400/1,600 - Sal de Minas - Espirito Santo - Chapada de Minas - Cafezinho  - 4:30 - 1892

Product Origins

Coffee

The origins of coffee date back to the 10th century and possibly earlier, it is thought the origin of coffee is Ethiopia. The earliest evidence of drinking coffee is was from the 15th century. By the 16th it had spread to the rest of the Middle East, South India, Persia, Turkey, Horn of Africa and Northern Africa.  Coffee was introduced into England by the 16th century, largely through the East India Trading Company. The first coffee-house that opened was in St Michael’s ally in Cornhill, London. By 1675 there were more than 3,000 coffee-houses throughout England.

The ideal condition for coffee trees to thrive are found around the world in what is known as the Equatorial zone or “The Bean Belt” Finicky Arabica grows best at high altitudes and in rich soil, while Robusta prefers a higher temperature and in lower ground. Everything from the variety of the plant, chemistry of the soil, the weather, the amount of rainfall or sun or even the altitude of which the coffee is grown can affect the taste of the product, these variables combined with the way the beans are processed after being picked contributed to the distinctions between coffee from different countries.  The map below shows the countries that coffee is grown around the Globe. 

For my brand I’ve chosen to focus on South American coffee, due to the location the coffee grown is flavourful and takes on characteristics of the soil it is grown in. I have researched into 4 South American countries. Brazil

Approximately one third of the worlds coffee is grown in Brazil, with 40 - 60 million bags produced a year. The altitude range the plant is grown is between 400 - 1,600 meters above sea level. Harvest time is between May and September. There are 8 variants to the beans grown, these are Bourbon, Typica, Caturra, Catuai, Acaia, Mundo, Nova and Icatu. 

Colombia

Colombian coffee tends to be a medium-bodied with a rich taste. There is a high volume of crops grown meaning that the Arabica beans are the most aggressively priced on the marked. They are usually grown at 1,200 - 2,000 meters above sea level and harvested between September and December. There are 7 varieties of which are Bourbon, Typica, Caturra, Tabi, Colombia, Maragogipe and Castillo. The bean has a sweet aroma and is a sweet, citrusy and sometimes nutty flavour. 

Costa Rica

The most common coffee plant in Costa Rica is Caturra and sometimes Catuai which are variants of Arabica. it is often full bodied with a robust flavour and a crisp acidity. It is grown between 1,200 - 1,800 meters above sea level and is harvested between December and February. There are 8 variants which are Typically, Caturra, Catuai, Villa Sarchi, Bourbon, Gesha and Villalobos.

El Salvador

Competitor Research - Coffee

Competitor Research - Tea 

Star Pack Brief - Tea/Coffee Branding 

The Brief  Design and develop a new, exciting, eye-catching range of tea or coffee (at least three tins)

Key Elements  - At least three tins  - Fictitious brand - Targeting the high end retail & duty free - Luxury gift packaging  - Consider emboss/deboss - Colour varnish on metal  - MUST BE TINPLATE TIN

Learning Outcomes

1 - IDENTIFY a range of interrelated skills and aptitudes as components of a coherent vocational profile. (Research & Analysis skills)

2 - PRODUCE visuals to articulate personal direction and aspirations. (Creative thinking & communication skills)

3 - PRODUCE a body of work, which is inspired by the technical processes and production values of an identified practitioner. (Technical skills & production skills)

4 - EXERCISE self-management skills in developing network and professional practices towards gaining potential employment and/or a work placement. (Technical skills & production skills)

The Briefs

1 - 5 competition briefs covering packaging , environmental graphics, map design, advertising, copywriting and publishing

2 - 3 one day briefs       - Wall mural design for Digbeth       - Art installation + Engineering + Magnesium 

Final Outcomes

1 - Competition briefs & 1 visual outcome for a day brief

2 - Illustrated Case study of a practitioner 

3 - Work placement plan

Hendricks Gin - Scotland  First launched in 2001, Hendrick’s Gin has been a success story for modern gin. It can be found in most bars across the country and is served with either a wedge of Lemon, Lime or Cucumber. Made using Juniper Berries, Cubeb Berries, Elderflower, Camomile and Yarrow giving the gin a floral edge. 

Tanqueray No.10 - London Launched in 2000, Tanquery No.10 is an exceptionally smooth and fresh gin. It is handcrafted in small batches using an unique quadruple distillation process. Using fresh, whole citrus fruits during the process adding a depth of character. 

Star of Bombay, Hampshire Featuring two additional botanicals, Bergamot orange peel and Ambrette seed, give the Star of Bombay gin a slight musty edge, with classic notes of juniper, angelica and coriander. At 74.5% ABV it leave a long, rich aromatic taste.

For our final collaborative branding outcomes we have decided to brand the bottles of Plymouth Gin. I started by researching about the brand.

Plymouth Gin was founded in 1793 as a distilling business called Coats & Co, using the Black Friars Distillery, used by Black friar Monks since the 15th century to distil alcoholic remedies for medicine. In 2004 they adopted the name Plymouth Gin. The brand has gone under 3 rebrands so far, the first being in 1998 which was a recreation of the original bottle, the second in 2006 in an art deco style and more recently in 2012, redesigned to a more classic design. In the original and latest design a Black Friar Monk has featured on the bottle with the tagline of “if the gin touches the monks feet it’s time for a new bottle”

Plymouth Gin produce three types of gin, Original, Navy Strength and Sloe Gin. Each different in every way

Original Strength 

Distilled using 7 botanical inc. - Juniper Berries/Coriander Seeds/Orange Peel/Lemon Peel/Green Cardamom/Angelica Root/Orris Root - Soft Dartmoor water and pure grain alcohol. 

- Serve with tonic over ice and garnish with lemon or lime

Taste Notes 

- The nose - A rich, fresh aroma of Juniper followed by a note of Coriander and Cardamom

- The Palette - Extremely Smooth, Creamy and full bodied, with a slight sweetness

- The Finish - Elegant, Long, Fresh and Aromatic

Navy Strength

Plymouth not only gave access to the finest ingredients but also gave an essential customer of the Royal Navy. During the Napoleonic war, Lord Nelson ordered barrels of gin for offices, Navy strength was used for testing gunpowder to see if it was strong enough by lighting it with the gun powder. 

Taste Notes

- The nose - Intense, bold, fresh aromas of Juniper Berries, with notes of Coriander and Cardamom

- The Palette - Extremely Smooth, full bodied and flavourful

- The Finish - Aromatic, long, fresh and rich. 

Sloe Gin

The making of fruit gins has long been a tradition in the English countryside, Sloe gin is made by infusing Sloe Berries in the gin 

- Serve chilled over ice or simply neat

Taste Notes

- The nose - Clear character of mellow sloe berries, fruity notes of sweet cherries and slight scent of almonds 

- The Palette - Fruity, smooth and full bodied with a perfect balance of sweet and dry 

Twinigns currently have three advertising campaigns from 2001 - 2016. 

The first of the TV advertisements is called “Get back to you” which features a woman traveling through a storm to find calmer waters, this hints that Twinings is a way to calm down after a long day and to relieve yourself from ‘the storms of life’

Similar to the last one, “The Hill” is a continuation of the sea theme where we see a woman climbing up a hill through fog until she reaches the top to find Twinings. This suggests that after a struggle of climbing through life, Twinings can be a peaceful break and offers serenity.