M&S Picnic Packaging
Picnic packaging for Marks and Spencer
Picnic packaging for Marks and Spencer
RATIONALE
For my second project I have chosen another 2012 competition brief, this time from the creatives at YCN. The brief challenges me to package the perfect M&S picnic. I have come to settle on this brief because I feel that it gives me the opportunity to expand my portfolio in a more commercial capacity but also to combine and apply my skills within another area of the course. In completing this project I hope to show my capabilities in packaging, branding, typography and illustration. In combining my knowledge in all of these areas I hope to create and showcase a well considered piece for my portfolio which expresses my abilities and that I can be really proud of.
CHALLENGE
The brief challenges me to create the ultimate picnic pack. It could be themed around a type of picnic or event, or around the type of food included eg. a romantic first date or anniversary picnic, a Spanish picnic etc.
I need to consider and include everything needed for the perfect picnic: food, drinks, cutlery, plates, napkins etc.
I must consider the occasion, then devise the menu and decide on the physical packaging for all the food items and design of each item.
TARGET AUDIENCE
M&S have a wide customer base so it is possible to aim this product at anyone from young, affluent singles or couples, families, older people whose children have left home etc. I must consider and specify who my target audience will be and tailor the picnic to suit that group’s needs.
MY APPROACH
In a bid to rebrand take away food I have themed my picnic around Chinese food. I believe that people enjoy picnics because they are like a mini adventure or getaway. I wanted to combine the allure of holiday with the lust for exotic food to create an irresistible product. By rebranding take away food I have capitalised on the culture of the country where the cuisine originated to give the design authenticity. I want to break down peoples perception of take away food & present it as an authentic, healthy picnic experience. I aim to attract young adults, couples & people who have a lust to experience the food, customs & culture of these countries. I believe that traditional picnic food (ie sandwiches) is the main turn off for those who consider participating in this past time. Similarly those who enjoy takeaway food have to battle with the 'guilt factor' as these cuisines are considered unhealthy. By making some of the most popular & exotic cuisines in the world available in a healthy, authentic picnic capacity I believe that my product will break down these preconceptions & offer a more enjoyable alternative to the traditional picnic hamper.
For my second project I have chosen another 2012 competition brief, this time from the creatives at YCN. The brief challenges me to package the perfect M&S picnic. I have come to settle on this brief because I feel that it gives me the opportunity to expand my portfolio in a more commercial capacity but also to combine and apply my skills within another area of the course. In completing this project I hope to show my capabilities in packaging, branding, typography and illustration. In combining my knowledge in all of these areas I hope to create and showcase a well considered piece for my portfolio which expresses my abilities and that I can be really proud of.
CHALLENGE
The brief challenges me to create the ultimate picnic pack. It could be themed around a type of picnic or event, or around the type of food included eg. a romantic first date or anniversary picnic, a Spanish picnic etc.
I need to consider and include everything needed for the perfect picnic: food, drinks, cutlery, plates, napkins etc.
I must consider the occasion, then devise the menu and decide on the physical packaging for all the food items and design of each item.
TARGET AUDIENCE
M&S have a wide customer base so it is possible to aim this product at anyone from young, affluent singles or couples, families, older people whose children have left home etc. I must consider and specify who my target audience will be and tailor the picnic to suit that group’s needs.
MY APPROACH
In a bid to rebrand take away food I have themed my picnic around Chinese food. I believe that people enjoy picnics because they are like a mini adventure or getaway. I wanted to combine the allure of holiday with the lust for exotic food to create an irresistible product. By rebranding take away food I have capitalised on the culture of the country where the cuisine originated to give the design authenticity. I want to break down peoples perception of take away food & present it as an authentic, healthy picnic experience. I aim to attract young adults, couples & people who have a lust to experience the food, customs & culture of these countries. I believe that traditional picnic food (ie sandwiches) is the main turn off for those who consider participating in this past time. Similarly those who enjoy takeaway food have to battle with the 'guilt factor' as these cuisines are considered unhealthy. By making some of the most popular & exotic cuisines in the world available in a healthy, authentic picnic capacity I believe that my product will break down these preconceptions & offer a more enjoyable alternative to the traditional picnic hamper.
