YCN- FIN.....

After completing our individual and collaborative boards we submitted our work via the YCN website, below is our submission details.

Open publication - Free publishing - More me

Open publication - Free publishing - More klo

Final Packaging.

Below is our final resolution, these photographs will be presented on our boards. Im very happy with the final outcome, one minor criticism is the final package could be more to scale, but overall i'm just glad we actually made it.

Print Process...

We have decided that we want to produce an assorted pack of chocolate. After establishing the name PEBBLES, we had to consider key elements of information such as the branding, a run down description of the product, something symbolic of the content and of course key trademarks. This all has to be contained within a well balanced design.

Below are some rough sketches, here i am trying a variety of layouts.

After much debate we both decided on a layout, keeping it simple and not to stray to far away from the original green and blacks layout. We will have the shape of the pebbles appearing in a fan like style to represent the 5 flavours within the pack.

We were toying with the idea of using a deep red or an assortment of colours to represent the flavours in the pack, we dropped both these approaches for 3 reasons one they took away from the branding they looked a little out of context, and lastly this would involve mixing 5 separate colours and 5 more screen washes.

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In the end we settled on the below a nice brown overplayed by a spot varnish.

As mentioned before we had to involve key trademarks and information to make the packaging official.

Before we took our design to print I had to split the image into screens we could have used three but decided on two, taping the rest of the image when printing the pebbles.

For this print I used an assortment of print processes as well as different paints, wanted a more sandy gold to present certain information, so I mixed gold paint and ran it through the screen.

These were the results, on black and gold.

Above

I then prepared the other screen, I wanted the PEBBLES and G&Bs to stand out so I screened some glue, that would be foiled later.

This is the glue fully dried.

Then placed in the heat press.

After cooling I removed the foil.

This is a flat version of the packaging the final process was the application of the chocolate eggs, this was a tricky one it took a while to line up the screen correctly.

After the process was complete I crafted the packaging from the flat paper.

Promotional Poster...

This Is a promotional poster that will be used on billboards etc to reinforce the campaign. " An orchestra of flavours" is something that will act as a strap line throughout our promotion.

Produced by, Ceara Elliot.

Final Display...

To promote our new product we made a taste display, we feel this is the best way to encourage people to buy into the brand. By buying the pebbles 1st and then perhaps the bigger bars.

Points of sale

We have a good idea of how our final packaging will look. The next step was to establish how we would promote and sell our new product.

We made the decision to concentrate on high end supermarkets. Such as Sainsburys and M&S. We received some criticism for selling our product there, but we both felt it was entirely appropriate as this is where the product is most frequently sold.


Within the supermarkets would be large taster displays. And smaller displays on till point. We both feel the best way to the customers heart is taste, our reason for placing focusing on till points is that a lot of last minute purchases are made there.

As well as supermarkets some other ideas were to sell our product along side a complimentary, by teaming up with someone like Costa. Green and Black's could then become Costa's chocolate.

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We proposed these points of sale to our class mates via a show and tell, Below.

Flavours

The pebbles idea gives the buyer a chance to try the chocolate and buy further int the brand. Green and blacks have a variety of flavours we have decided to choose the most obvious with the most difference in colour. The pebbles could be represented via a block of colour or a faint outline.
below are some of the most popular and visual flavours.

New Range.

Our aim is to encourage people to try green and blacks via promotion and taste and what better way to get people to try something than actually try something new. So we are going to make a new range a variety pack called pebbles this way we can promote something new rather that flog an old idea. This will encourage people to taste and buy, to try and taste this we hope will have a knock on effect encouraging the into the brand.

Our Idea.

Our initial idea was to promote the brand green and blacks via taste, this has not changed. We still plan to use the same methods of distribution and the same points of sale the only slight differences are we are aiming at high end supermarkets for promotion and linking the brand to others such as costa coffee.

Sold at till point put in places of high visibility. Quality coffee accompanied by premium chocolate, this also gets the brand to the correct cliental who have the spare money to treat themselves as coffee itself is not a necessity this target market are more likely to treat themselves twice with some chocolate.

High end Supermarket Displays.


We wavered over the idea of where to further promote our range so we had a look where it is sold in bulk. We found that by the vast majority the range is sold in supermarkets, in a previous crit we were advised to take the chocolate to high end shops i,e Harvey Nicks however after looking at the brief this would only aim at a small pot of people that shop in these places, and this is not a good approach for earning new custom. So we are keeping the product in the supermarket where it is sold in bulk and promoting the chocolate via tasting stalls and displays, however we are somewhat meeting in the middle by using high end supermarkets but not to high end.

Taste and Display.

We want to make beautiful displays and also use simple points of sale i,e till point.
Taste stalls.

Till point - of sale...

Our Idea is further outlined in 3 board below we took to crit.

Green and Black's / Looking a the problem...

Below are a range of initial ideas that could help solve the problem from packaging to branding.

After looking into the brand I have not found a single tv commercial or viral about G&B. Perhaps this is the solution to enable them to become better known and attract more custom. The reason I think they may not of attempted this is perhaps they don't want to alienate there existing customers. I think they want to keep the brand special among this group, maybe they think that if the brand becomes mainstream people might think they have sold out. However lots of people don't know about them and tv is the best way to get out their. I believe whatever the advert is they need to show off the unique flavour of there product in a creative fun and sophisticated approach so as not tho alienate their existing custom.

As part of the new range below and also fitting into the promotional. I figured you could have small tasters or teasers a small pieces of chocolate that could be in the shape of a co co bean. The idea being tasting is believing this might literally tease the individual buy a bigger bar and perhaps fall in love with the brand. These tasters could be free promotion or cheap like cadburys cream eggs positioned in selling points i.e. tills etc.

After looking at all G&B's range I feel there is a gap that needs filling, they have large bars but no small ones. I believe they need this for two reasons, one being cost they want people to buy their chocolate but they wont spend big money to buy a massive bar of chocolate they might not like. However they would consider it less of a risk to buy a small bar at a cheaper price because if they don't like it they waste less money and less chocolate. Another point is size you don't want to be carrying around a massive bar.

             The second reason is less chocolate ,a lot of the range is incredibly rich and the amount is not always necessary and can of course be sickly. The size of the bar will also make it possible for the chocolate to be displayed in more visible areas such as till points etc. If the packaging is made eye catching this will more people will pick a bar up. Buying a small bar might result in people buying a large one and and investing more in the brand.

I also think they need a strap line that runs alongside an advert. Something catchy that is positioned at selling points, and other places of high visibility i.e. billboards etc. Something visually strong that reinforces the content of the advert.

Promotion I believe is key as the brief pointed out people love G&B when they try it. So for me let them try it make stalls in supermarkets, shopping centres have people walking around with trays etc. Set up attractive displays to capture peoples eyes, banners , strap lines etc.