OUGD503 - Responsive - Picking a substantial brief

Responsive - Picking a substantial brief

After realising in the last session that I needed to pick a more substantial brief to enter, IE one that I could keep referring to, one that had a longer deadline and one that could properly challenge me and keep me interested, I needed to pick another one. I chose this one, hosted by StarPack:

The Great British Summer

When the summer sun shines the British public head straight outside to soak up the rays and  have fun with family and friends. Alfresco eating plays a big part of this be it a picnic on the beach or open air evening event.
Aim 
The design challenge is to create a carton board picnic carry pack for two which holds a 
variety of savory and sweet goodies, plus a drink. The picnic pack would be sold in high 
street supermarkets and would be a grab and go range extension for their food on the 
move section.
Points to Consider 
The pack must have strong shelf presence; consider the target user and how to attract 
them with the construction and graphics of the pack. Is there a theme to the picnic? How 
will the consumers interact with the pack? It must also have good usability and have the 
ability to be recycled or reused at the end of its life.

***

Analysis of the brief - questions:

Why have you chosen this brief?

I have chosen this brief because it appeals to my love for packaging design and working with design for print. I am quite a frequent user of on-the-go food and so have a few ideas already!

What are you going to get out of the brief?

I'm going to get exposure and publicity for my work, and if chosen it will really boost my confidence as a designer. In terms of prizes if I win, I will receive £500 and a weeks worth of invaluable work experience at Benson Group, a leading designer and manufacturer of food packaging design.

What do you want to do in response?

I want to do something that has loads of different themes and quirky opening facilities. I also want to do something that is sustainably manufactured, because if it were real world it would need to be eco friendly to be produced en masse.

What do you need to do in response?

One good quality mock up to withstand transport and handling and 3 x A3 boards showing concise and clear presentation of ideas from my initial ideas through to the final concept.

What is the problem?

There is a gap/ opportunity in the market of on-the-go food for more than 1 person.

What is the brief asking you to do about it?

Create an opportunity for a product that will appeal to multiple persons and therefore produce more sales.

What is the brief trying to achieve?

To promote and include their products with the notion of summer, the busiest time of year for on-the-go food because of the warm weather.

Who will benefit?

The supermarket and the design agency will benefit from this new product as a rise in sales will mean company growth. The customers will benefit because they get a useful product that combines everything they love.

What is the message?

That grabbing food on-the-go can be a sociable thing.

Who is the audience?

Anyone who visits somewhere with facilities to eat on the go during summer whilst accompanied with someone. They would also be customers of a supermarket of some kind. These people would usually be 16+ as they would be interested in picnics but also have the power to organise and purchase this deal. IE, families, groups of friends.

How will the message be delivered?

A carton board picnic carry pack for two which holds a variety of savoury and sweet goodies, plus a drink will be created.

Can you foresee any problems with this?

That I will not be able to create something like all other submissions, and my ideas will be a similar response to those already submitted and therefore not stand out.