OUGD503 - Responsive - Rewriting the brief, Concept Statement and why my submission will WIN

I am writing a concept statement to dictate what I'm going to be doing for my main responsive brief.

Concept Statement

What are you going to do?

A carton board food holder to accommodate a meal for 2 people.

Why are you going to do it?

To experiment with practical packaging design and challenge myself to make a feasible, functional everyday product that people can envision on the shelves of real stores. I want to gain real world experience and exposure of my work.

Who are you going to do it for?

My desired audience of tourists, families, groups, adventurers, kids, festival goers etc. I am also doing it for the company the Benson Group, and Starpack who are my initial audience that my packaging has to appeal to and impress.

How are you going to do it?

Go to supermarkets and other takeaway food outlets to look at the packaging, how it interacts with the user and the supermarket shelves itself. I am going to experiment with the materials and different nets. I will most probably use laser cutting to cut the final product net and digital print to achieve the graphics.

What do you aim to produce?

A sustainable, reusable piece of packaging that interacts with the user in a way that is ergonomically relevant for their use such as on public transport, alfresco or even on a bike! I aim to produce a product that is interchangeable so that it will appeal to a large audience - something for all the family!

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Because I have chosen a new brief, and because I have interpreted and thought about the brief in a different light, I am re-writing the brief.

The chosen brief can be read here.

Responsive - Re Writing the Brief

Brief Title: The Great British Summer

Brief: 
I am being asked to produce a carton board food-on-the-go carrier to hold enough food for 2 people.

Considerations:

It must use predominantly carton board, with the ability to be fully recycled or reused. It must accommodate a meal for 2 people, and keep it relatively fresh. It must have high-street/ supermarket price range / accessibility and have strong shelf presence. Consideration of how the audience will interact with the product is paramount. 

Concept/Proposition:

Some features I would like to include that may be useful for the target audience would be the ability for the product to go flat pack once it's been consumed, because if it's reusable then the audience don't want to be carrying round a big empty box! I would also like the product to interact with the user in an interactive way for easy use when eating off of your knee or on a tray table of public transport. It may be nice to have different variations of designs for different occasions; by the seaside, at the park, at a national park, at a music festival, for a school trip? It would also be useful to include different ways of combining different products within the box to suit all audiences. 

Background:

Benson Group is one of the UK’s leading privately owned printed folding carton suppliers, producing packaging product for both the food retail and healthcare industries for a wide range of UK and European customers.

Target Audience:

The target audience is people who go food shopping, whether online or in store. These are people who live on their own or have a family, and are responsible for getting the food for the household. These can range between parents, grandparents, couples and people who live on their own. It is for people who care about the quality of the food and where it comes from as it is a premium brand, and you need to look at how the packaging will impact on the environment. It is for people who cook fresh food and have time to cook good food, as it is quality meat and sold fresh, not frozen.

Tone of Voice:

The tone of voice will be playful, instructional and persuasive. It must persuade the user to choose this particular product for lunch, it needs to be playful - it's not a serious situation! It also needs to be instructional in a language that everyone can understand so they can understand the concept of the product.

Mandatory Requirements:

• Must have strong shelf presence 
• Must be predominantly carton board used
• Must accommodate a meal for 2 people
• Must consider how audience interacts with product
• Must have high-street accessibility / price range

Deliverables:

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

5 Reasons why my submission will WIN

• It will be flexible in its functions - increasing it's appeal to a mass audience.
• It will be reusable and therefore be able to be produced on mass because of it's minimal environmental impact.
• It's graphics will avoid generics such as gingham and hopefully Union Jack flags and stand out from other designs in this manner.
• It will be interchangeable and customisable defined by the user - loads of different combinations to suit all users needs.
• It will use minimal materials and I will strive to only use ones that may be recycled.