In this exercise, I was given three briefs to read and analyse according to a) the instructions, b) how the client will judge a successful outcome and c) find the keywords. I should also note the questions I want to ask the client. Having analysed the briefs, I will select the brief I am most likely to tackle, and analyse what I think the chosen brief will offer me according to my skills and abilities.

Brief 1

Quaker’s Chilled Creamy Oats

I was asked to create packaging for Quaker’s new ‘Chilled Creamy Oats’. I will start with the information given to me in the brief. The oats are both chilled and creamy. It is healthy, delicious and not bland. It can be seen as a “treat” food and is filling. The oats are natural goodness and possibly organic.

Questions I want to ask my client about the product.

Is it creamy because of the milk in the ingredients? If so, is it whole cream milk, almond milk, oat milk or even whey protein that makes it creamy? It can also be butter, nuts or nut milk that makes it creamy. It is important to consider how I will make the word ‘creamy’ and ‘chilled’ sound good together. Will the product be a smoothie or porridge? Is it organic, dairy-free, low fat, low calorie, vegan, high fat, ketogenic, sugar-free, no preservatives etc? Find out exactly what the ingredients are. Does the product have fruit and flavours descriptors that will be important information on the label? Will the product be visible through the packaging? By saying the product is chilled, does this mean it can’t be eaten warm even though it is a porridge? Would the client consider leaving that choice to the client to eat/drink it hot or cold? Will the product be sweet or savoury in terms of a delicious treat? Should the product be easy to carry in your handbag without getting crushed?

The product is for young women.

The product is for young women looking for a delicious and healthy snack. Women who juggle many jobs and priorities every day. They like to eat well but also love treats and hate feeling hungry. They like the idea of natural goodness.

Questions I want to ask my client about the target market.

Are the women between 18 – 25 years or 18 – 45years? Are they likely to exercise and educated about health, active on Instagram and other social networking platforms? Are they calorie conscience, or is “staying full for longer” more important? The women like the idea of natural goodness, which might mean that “organic” and “natural” are important to them.

What is a successful outcome?

The finished product can be packaging that represents “life food” that is nourishing and focuses on personal care and convenience. The colours, mood of the design, and typography should be relevant to the age group and product. Happy colours come to mind and will tie in with the keywords “life food, genuine and nourishment”. An illustration of a sun could work well, but once I know more about the flavours and product, further refinement of this idea can unfold. The keywords are: nourishment, life food, genuine, earth and happy.

Brief 2

A metaphorical journey

I am asked to take a metaphorical journey on the theme of connections. Take the audience on a journey that, for example, links people, events, philosophies, theories, objects, movements, inventions, history, literature etc. Surprise the client with the juxtaposition of my selected themes but be sure to communicate to the viewer the ‘connectedness’ of the thinking within your design. Define the market and how you will target it.

What is a successful outcome?

This brief is open to interpretation with minimal restrictions. The keywords are interconnections, destination, journey and juxtaposition. I considered many directions while analysing this brief by drawing up mind maps, and my favourite idea is using objects. The objects are Treasures from the Sea that can be linked to shipwrecks, fossils, sea plants, the sanding effect of the sea and artefacts. I will define my market as teenagers and illustrate this journey as a comic published in a Zine. The outcome is to make young teenagers more aware of their surroundings and spark a desire to observe and create an interest in the conservation of the sea.

I created a mood board of objects I have collected, and the finished illustration will be resolved, ranging from history to the present. It can start with a ship at sea travelling from London and the light blue “boat ink” sea glass artefact (1800-the 1900s) and end in 2022 when a teenager collects the “boat ink” pot sea glass on the West Coast of South Africa. The journey in between can be interconnections with the currents of the sea, the sanding process of the sea, and even some mysteries of the sea, objects and artefacts (friends) that surround this little ink pot. The journey will be from the ink pot’s perspective. Conservation can be included in the story without being too gloomy, and the importance of our connectedness to history and the preservation of the sea can be highlighted.

Brief 3

Why let drink decide?

This brief is more restrictive than Brief 2 but is still open to interpretation. I am asked to raise awareness of the risk of underage drinking for the Department of Children’s Schools and Families. The core proposition is, “Alcohol leaves you (or your children) vulnerable. Creative ideas should use the campaign identity “Why let drink decide?” to extend the campaign’s reach and target people between 13 and 16. The client is open to the media format most appropriate to reach the target audience.

What is a successful outcome?

A successful outcome is getting the mood and wording right and finding the right visible platform for this message to be noticed. The mood and feel of the message should not necessarily be the ‘language’ the teenagers speak, but a ‘language’ they respect and they can aspire to, but still be relatable. In other words, a message that will elevate them and not communicate doom but rather see the positive side of not drinking.

The media and format can be a poster at one of the following venues; school, extramural activities (e.g. ballet), stations of commute (train station or a bus stop) or an Instagram post. I will go with an Instagram post to reach an audience between the age of 13 and 16. The message idea is, “Why let drink decide when you will get your life together”. I will build the Instagram post and visual graphics around this idea. It is a message that will make the audience think about what is needed to get your life together and how drinking can hurt your plans. The visual graphics can help to guide the viewer in the right direction. The keywords are lasting legacy, better relationships, and cultural change.

In conclusion, if I had to choose one of these briefs based on the information given, I would select Brief 2. Each brief has its own challenge. The first one lacks important information, but once I sit down with the client to fill in the gaps, it will be an exciting project. The biggest challenge in Brief 3 is working with a sensitive subject matter and reaching the audience effectively. Brief 2 is a challenge in itself that it will take a lot of brainstorming and research to get it off the ground, but I am excited about the prospects it holds and will enjoy illustrating a comic for a Zine.