OUGD603 | DBA - Final Design & Feedback

A final pitch of our design, thinking and justification...

Slide 1 – Introduction

Slide 2 – Research

We researched what different effects Nootropics have, and the findings were that many have similar effects of coffee.

Slide 3 – Tea & Coffee alternative

This lead to us deciding to create a brand of nootropics based on a tea and coffee alternative. This was because we’ve all had experience not liking coffee but desiring the effects, particularly being busy students some of us have missed out on the social experience of “having a brew”.

Slide 4 – Audience

From this we chose our audience would be students and professionals who don’t enjoy the taste of tea or coffee, and want to take a moment out of their day to unwind with peers and co-workers.

We also wanted our brand to accommodate people who don’t have as much time and need a quick fix.

Slide 5 – Brand personality/values

We wanted our brand to portray a homely, calm, reassuring and warm feel to our busy customers. For helping them get through each moment of their day.

Slide 6 – Brand Logo

This is Luna Brew

The brand design came from our concept of moments in the day where our audience will most likely need our products; this being the morning, afternoon and evening.

Therefore, we created the branding based on what determines these times of day which are the orbits of the earth, moon and around the sun. Our icon not only illustrates this but it also resembles coffee/tea stains.

The name of our brand – Luna Brew – formed itself naturally from our concept and products.

We have used Futura throughout as it best suits our concept because it’s clear across the products (and links back to the space aspect – Luna, earth, moon, sun). However, the type used for the logo is a hand rendered version of Futura, to make it more friendly and approachable, which clearly communicates what we want for Luna Brew as a brand.

Slide 7 – Sachets

Morning afternoon and Evening sachets.

We chose a powder form for our products so that it can dissolve instantly in a drink. It also appears less threatening in this form to tablets, so this again reassures the customers that it is safe.

THE MORNING SACHET

Contains the nootropic Adrafinil this is ‘best for sleepy mornings’ to feel more alert and energised.

THE AFTERNOON SACHET

Contains the nootropic Piractam this is ‘best for the afternoon slog’, perks you up and improves your mood.

THE EVENING SACHET

Contains the nootropic Melatonin this is ‘best for restless evenings’ helping you relax and get a better nights sleep.

FLAVOURS

We chose the flavours Vanilla, Caramel & Chocolate because they resemble hot drinks and suit our warm and reassuring brand personality. Furthermore our audience are more likely to enjoy the taste of these flavours.

PACKAGING DESIGN

The sun/moon illustrations communicate the time of day to take the sachets, the numbers also indicate this in stages.

The sachets also feature illustrations that communicate the flavours , vanilla – vanilla pod, caramel – swirls, chocolate – chocolate segments.

To stand out on the shelf we chose foil to go on our packaging designs. This also achieves easy identification, reassurance in the brand because the foil reflects high quality and portrays our concept while tying in with the current metallic trend.

We included an interactive element on the design; a scratch and sniff, this also allows the consumer to experience the product before buying it.

Slide 8 - Boxes

The sachets would be sold in these boxes, which would typically be bought in any supermarket.

There is also the opportunity here to collaborate with coffee shops, as customers could also add the sachet to their drinks as if it were a syrup or they could order it separately and add it with hot water.

Slide 9 – Bulk Bags

The bulk bags are for suppliers, wholesale or for people who want a larger amount.

The main part of the bulk bag packaging is transparent so you can see the product which adds reassurance and gives customers confidence to buy the products.

Slide 10 – Shots

Our final product is an alternative for those who are on the go. These are pre mixed shots that are ideal for people who don’t have a lot of time to make a hot drink but require the effects that Luna Brew offers. These would be taken cold in the same way as you’d drink a Frappuccino.

Slide 11/12/13 – Website

Finally, we designed a website to communicate the products to the consumers clearly and easily and a platform to develop relations with wholesalers.

OUGD603 | DBA - Meeting 6 (Further Development)

With many of the concepts unsuccessful during digital testing it was back to the drawing board. Thoughts were generated around the concept of the times of day, with one member mentioning how suns and moons could indicate to the customer what time of day to take the product. This then sparked inspiration in how the orbits of the earth and moon around the sun cause the time of day. Research was then conducted into themes surrounding this looking at visual inspiration in the orbits...

Sketches were drawn from these trying to form a concept/logo. Words associated were also written out to generate ideas. From this exploration the name Luna Brew stood out as it linked to the concept and described how the orbits define the time of day the product is taken. The name itself was also catchy and warm/homely in a way that was originally planned. 

These sketches were then taken digitally to create a logo that aimed to represent the sun,moon and earth as well as the three times of day. Various circular compositions were arranged. Type was then brought into the icons. At first Futura was used due to its modern associations, however this vector style began to lose a homely brew touch. Therefore, more hand rendered type was explored. 

The hand rendered type alone was not enough to achieved the full homely effect. This was resolved by printing the logo, tracing this and then re-scanning it. This achieved a hand rendered effect all round and a much warmer appearance all round.

This established logo was then applied to packaging in the style from previous experiments. Sun and moon illustrations were added to indicate the times of day to take the products and to link to the concept. These were also tried in a hand rendered style, however this looked too childish.

  

OUGD602 | Studio Brief 01 - Development

The double name concept was then explored digitally trying to create some sort of iconic/logotype. A variation of serif and sans-serif typefaces were explored to explore which communicated more suitably. The aim of the branding was to communicate professionalism and readiness to enter employment but creativity at the same time. This was appropriate as this branding will very much be aimed at employers. The branding also aims to be inclusive of all audiences as in previous years the branding has been too illustrative an feminine. To achieve a feminine aesthetic to communicate the self without excluding certain audiences, a range of pastel tones were explored that do have a feminine vibe but not excessively. Pastels are personally representative in that they are found on lots of personal possession as well as being a common theme in personal designs. A further aim was for the branding to be non-suggestive of a graphic design style or preference. This neutrality will likely be best shown with a minimal branding that is adaptable to many styles.

Conclusions from this exploration included the dismissal of using 'Sophie-Grace', although stylish the confusion this causes is too inconvenient. Furthermore, after much exploration trying to create a logo, this is beginning to feel very forced and unnatural, therefore considerations are being made into simply establishing brand guidelines with a colour palette and typeface(s). 

Below are some of the digital experiments -

OUGD603 | DBA - Meeting 5 (Development in Response to Feedback)

Taking the inspiration from the Insula, a wider idea generation was approached in relation to feedback. This explored names and concepts related to the moments in the day. General words and associations related to drinking hot drinks were also explored.

Exploring bringing the concept of the 3 times of day into the name

Exploring insula as a brand, the idea was to make the A a house shape to relate back to the homely feel. The hand rendered approach was continued. 

Considering the brand experience and how this could translate into a name or concept

Fusing the number 3 with the word brew. 

Hand rendered type illustrations by a group member. 

With these ideas in mind it was decided to begin exploring these digitally. None of the concepts felt fully developed so it was thought that this would become clear with digital exploration.

A variety of hand rendered style type and neutral brown tones were explored. Pattern was also explored to communicate the flavours and product through shapes such as swirls. 

Adding textured lines to give the impression of coffee and tea stains. Creating house shapes from the A. 

Colour palette exploration 

bringing in metallics as feedback suggested. Investigating the design of the packaging using sketches as a guide.

Exploring how this design could be applied on bulk bags and shots. The idea was for one of the more successful insula logos to be a sticker seal for the packaging. 

Exploring how each product could be presented. Numbers could indicate the time of day the product is taken

Pattern exploration from a group member to illustrate the flavours

Testing a more vibrant colour palette to evaluate whether this was more successful. Although aesthetically pleasing, this approach did not satisfy the aims or communicate the brands personality. 

Further logo developments and explorations

Trying the other idea to represent the 3 times of day the product was taken '3rew'

testing the name cuppa in this style despite feedback as the name summarises the product and brand. 

OUGD602 | DBA - Interim Feedback

The feedback from DBA was mostly positive. There was confidence in the strength of the concept, particularly focusing on moment in the day. It was suggested that this could have more of a role/influence in the branding, one idea from the team being 'Meridian' referring to AM/PM. They also suggested to keep the idea of using metallic/foil due to its trendiness and attraction on a shelf. It was suggested that this could link to the flavours and did not need to refer back to the sporty idea.

The group had explored the idea of the sachets being added to food by the consumer. This appealed to the group with the suggestion of putting this into a chocolate bar, but we felt that this did not achieve the homely aspect that we wanted to communicate that a hot drink did.

Other advice included considering where people would buy the product, would it be in coffee shops? Supermarkets? Suppliers etc? As well as what platforms the product could come in e.g. a shot in a small cup or a diluted version. Furthermore, could the product go into coffee shops such as Starbucks as an addition to their drinks? 

Overall, the feedback was that the concept was strong and it has a wide audience, however the name needs rethinking, the concept should be pushed and all outputs for the product should be considered.

OUGD603 | DBA - Meeting 4 (Sketches, Development & Feedback)

With the outline of the concept and brand established (e.g. 3 sachets as a replacement for tea/coffee), time was then spent generating ideas for a name for the brand, an overall concept and packaging/products.

It was determined that a homely appeal for the brand would not only suit the form of the products but reassure the audience as well. It was appropriate to brand and package the products like any tea of coffee product but place the suitable warnings on.

Some ideas from this session included -

• Names such as snug and cuppa. Cuppa could become a household name in the same way that Hoover the brand is now used as a term for a vacuum cleaner. 'I need a cuppa' could be a tagline as this is a phrase commonly used.
• A literal approach of steam waves and teapot/cup icons to reassure the audience.
• Sachets that fold out into a home shape to refer to the concept of a homely feel.
• Neutral browns and cream tones to relate the the tea/coffee appearance.
• Product idea - a travel cup that the sachets can be inserted into for on the go. 
• An alternative approach being the metallic referring to gold/silver/bronze medals and the Olympics. Bulk bags of the powder could be sealed with medal like stickers. 
• Flavours such as vanilla, chocolate and caramel for reassurance and good taste. Illustrations could reflect these flavours.
• A hand rendered approach to reflect home and the process of making the drink yourself.

With strongest concept being the cuppa/home idea, physical mock-ups were made to begin to imagine how the sachets could physically look. A way of navigating each sachet was thought of using quick fire quotes that describe the need at hand for example 'I need to...wake up, perk up, chill out'. These would define each sachet and its effects for the customer.