FINAL PROJECT PRODUCE(D)

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Ruby Young
5 years ago
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1 FINAL PROJECT PRODUCE(D) an awareness campaign for a fruit or vegetable

2 The non-profit FOOD FOR THOUGHT organization 1 is looking for designers to conceptualize and produce a fresh, edgy, and engaging awareness campaign about a piece of produce (def: fruit or vegetable). It is your job to design a campaign to REBRAND and bring awareness and interest to a piece of produce you chose to work with. The campaign is aimed at city kids- (age 12-18) and involves creating a series of stylish, witty, current and smart visualizations, graphics and promotion material that makes eating fresh and local food fashionable, easy and fun. FOOD FOR THOUGHT believes in a DIY culture and that food production and craft should be localized and made accessible to all. Your selected produce should be able to be both grown and purchased here in NYC. 1 FOOD FOR THOUGHT is a fictitious organization, invented for the purpose of design projects, Design 3, Parsons, fall 2011.

3 BRANDING A VERY short and simple explination: A brand is something that lives in your head. It s a promise that links a product or service to a consumer. It is how you establish a differentiated, meaningful, unique and relevant idea in people s minds. BRANDING ACTIVITIES include: logo design, typography, packaging, etc and can only be executed once the brand idea is established.

4 OUR PROCESS Design leader Design manager Designer VISION PROCESS CONTENT (ME/YOU) (ME) (YOU)

5 THE STEPS Design Strategy BRAND IDEA : CONSUMER ANALYSIS COMPETITIVE ANALYSIS MARKET ANALYSIS Design Process BRAND ACTIVITIES: style/attitude logo + tagline typography color pallette icon system Design Implementation BRAND COLLATERCAL: posters brochure

6 users (customers) citizens investors suppliers give get PRODUCT??? Design Strategy CONSUMER ANALYSIS: stakeholder diagram

7 Strategy CONSUMER ANALYSIS: Persona Profiles

8 Strategy CONSUMER ANALYSIS: Product Profiles

9 S Strengths: O Opportunities: W Weaknesses: Threats: Design Strategy COMPETITIVE ANALYSIS SWOT Analysis- Identify Strengths, Weaknesses, Opportunities, Threats by identifying the factors that can, or do have an impact on the product an appropriate response can be developed.

10 acid grapefruit pomogranate orange messy clean banana apple grapes sugary Design Strategy COMPETITIVE ANALYSIS positioning mapping : the position on the map forms the criteria for differentiating an organizations proposed business offer from the competition.

11 Strategy MARKET ANALYSIS Research what is already happening in the health food movement to see how your work can be relevant, unique and memorable. Get the facts and the trends. Become an expert.

12 VALUE PROPOSITION for (customers) who (motivation/problem), we deliver (product/service), with (unique attribute), that (benefit) Design Strategy

13 Process GET INSPIRED

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20 Oh snap! New baby carrot campaign mimics junk food BY EMILY FREDRIX THE ASSOCIATED PRESS SEPTEMBER 13, 2010 Baby carrot farmers are launching a campaign that pitches the little, orange, crunchy snacks as daring, fun and naughty just like junk food. A group of 50 producers hopes the Eat Em Like Junk Food effort starting this week will double the $1 billion market in two or three years. The goal is to get people to think of baby carrots as a brand they can get excited about not just a plain, old vegetable. A website, features metal music and deep male voices chanting Baby. Carrots. Extreme. On social networking site Twitter, the campaign s account suggests people eat them like there s no tomorrow (maybe there won t be...) Design Implementation This campaign is about turning baby carrots into a brand, said Jeff Dunn, CEO of Bolthouse Farms, the nation s top baby carrot producer with 50 percent of the market, and the most to gain if the market grows. We think ultimately long-term here we re going to turn it into a very vital brand in the mind of consumers.

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Wonderful Pistachios Displays Promote Get Crackin Campaign Wonderful Pistachios has launched a new marketing campaign which challenges Americans to pick up their pistachios and Get Crackin.

We want to remind America, in a light-hearted way, that pistachios are a unique, fun and healthy snack, said Dominic Engels, V.P., Global Marketing, Paramount Farms, producer of Wonderful Pistachios.

27 Wonderful Pistachios Displays Promote Get Crackin Campaign Wonderful Pistachios has launched a new marketing campaign which challenges Americans to pick up their pistachios and Get Crackin. The campaign features eight celebrity figures demonstrating how they crack open a pistachio, each in their own unique, light-hearted way, through a series of national TV commercials. We want to remind America, in a light-hearted way, that pistachios are a unique, fun and healthy snack, said Dominic Engels, V.P., Global Marketing, Paramount Farms, producer of Wonderful Pistachios. Wonderful Pistachios encourages Americans to Get Crackin with a video submission contest that asks nut lovers to develop their own video commercial for a chance to win $25,000. Point-of-purchase displays support the campaign in-store. Design Implementation

28 assignment

Building a Better Brand By: Jessica Reynolds. Office of Downtown Development

Building a Better Brand By: Jessica Reynolds Office of Downtown Development WHY IS BRANDING IMPORTANT What business is this And this logo belongs to And this logo Can you guess the company? Zoom - Zoom