Pukka Pies Retail Packaging Pitch

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Debra Byrd
5 years ago
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1 Pukka Pies Retail Packaging Pitch

2 About us Founded in a back bedroom in 2009, we have grown to become a small, but very neatly formed full service design agency specialising in packaging and digital... We ve won some awards along the way too. Like Pukka Pies we are a family company and proud of it - Brandtastic is owned by Dan & Anna Campling who collectively have over 30 years experience in the design industry. Our designers love web development and our developers love design. The Accounts team chip in with great ideas as well as the creative directors. We share the ideas and creative process across the whole company although we all have different skill sets we are all here for the same reason; a love of creating great design for our clients.

Team Tastic: Key players for Pukka Pies Dan Campling Anna Campling Andrea Rumsey Founder & Creative Director Now in his 21st year in the design industry (ouch!

Spare Time Motorcycle trials, Road & MTB cycling, comedy and cooking for friends...playing with Son George. Creative Director Packaging An award winning packaging and branding creative.

Spare Time Baking, fashion, furniture up-cycling and comedy...chasing Son George around.

3 Team Tastic: Key players for Pukka Pies Dan Campling Anna Campling Andrea Rumsey Founder & Creative Director Now in his 21st year in the design industry (ouch!) Dan has a great passion for graphic design and all things creative and latterly business too. Delivering exactly what the client is after - even if they don t know what that is themselves! Spare Time Motorcycle trials, Road & MTB cycling, comedy and cooking for friends...playing with Son George. Creative Director Packaging An award winning packaging and branding creative. Anna is a huge asset to Team Tastic. Having fulfilled her potential as one of Design Week s rising stars in her early career, Anna has worked on and created brands for many household names. Spare Time Baking, fashion, furniture up-cycling and comedy...chasing Son George around. Project & Studio Manager 20 years design experience means that now Andrea has switched to Project management she is perfectly placed to interpret our client s needs to the studio. She goes the extra mile to ensure all our projects run smoothly - nothing gets past her eye for detail! Spare Time Spare time? What s that? With a young family to look after any spare time Andrea does get is spent in a quiet corner with a good book.

4 Our approach to packaging design We re a tactile bunch here at Brandtastic and you don t get much more touchy-feely than a nice piece of pack design! We love creating packaging for small, artisan start-ups and corporate giants alike. Packaging plays an important role in defining the character of new products, as a setter of trends and as a vehicle to create brand identity and shelf impact in all product groups. Originality and personality are at the heart of great brands and of course, great packaging design.

5 Our typical packaging design considerations Master branding Hierarchy of messaging Effective use of colour Brand tone of voice SKU identification Brand fit Shelf standout Range cohesion Competitor differentiation

6 Our Packaging & Branding

7 Our Packaging & Branding

8 Our Packaging & Branding

9 Our Packaging & Branding

10 Our Packaging & Branding

11 Our Packaging & Branding

12 Some of Anna s greatest hits

13 Some of Anna s greatest hits

14 Some of Anna s greatest hits

15 Some of Anna s greatest hits

16 and there s more... Web design & development

17 and there s more... Motion graphics & video

18 and there s more... Design for print

19 The Pukka Pies packaging challenge Messaging and brand values are inconsistent and it is unclear what the brand stands for Perceptions of the brand are that it is a cheap offering with lower quality than supermarket s own brand pies Current packaging is very inconsistent across the range leading to confusion as to what is actually in the box The new retail range needs to stand apart from the take-away offering Pies overall are losing relevance as part of British family meal times

20 The objective of a re-design Communicate the new positioning and personality of the brand Ensure that any current negative brand associations are addressed Deliver maximum standout on the shelf Appeal to the bullseye target market of 40+ female consumers buying for her older family but also appeal to a wider audience and pick up new, loyal consumers from within other markets Revive the pie and put it back into the British top 20 meal occasion where it belongs

21 Logo evolution This point in the brand s development seems ideal to offer a refinement of the current logo - we feel it needs a polish to help achieve the, previously laid out, objectives. The current logo is very recognisable so this exercise is very much an evolution rather than revolution. You will see subtle differences in the way we have implemented this across our design concepts, however, the basic form remains the same. Areas we have considered and addressed: Clearer more defined type Drop the hyphen Make provision for a strapline Explore colours To outline or not to outline?

22 Logo evolution

23 And now (at last) the exciting bit...

24 The safe option... We want to answer the what if question that wasn t addressed in the brief... If the task was to improve on the current packaging, then this is how we think you could make vast improvements. We think this would enhance the image of the product - however it s obviously not going to make a big impact and announce the major changes you want to convey, but it s a good place to start the journey. Creative Route - The safe option...

25 Around the table Bold colours and a contemporary illustration make this route fun and lively with strong shelf stand-out. Through clever use of a cut-out window, this route puts the pie on the centre of a plate with speech bubbles reflecting conversations around the table. Creative Route 1 - Around the table

26 Around the table: All Steak Creative Route 1 - Around the table

27 Around the table: Chicken & Gravy Creative Route 1 - Around the table

28 Around the table: Side panel examples Creative Route 1 - Around the table

29 The Nation s favourite Proud to be bold and British (just like Pukka Pies) this route evokes classic British design, with cues as diverse as lollipop signs to cherished brands such as Marmite. The roundel makes you stop and take notice and has the simple design qualities that give it the potential to become iconic. Creative Route 2 - The Nation s Favourite

30 The Nation s favourite: All Steak Creative Route 2 - The Nation s Favourite

31 The Nation s favourite: Chicken & Gravy Creative Route 2 - The Nation s Favourite

32 The Nation s favourite: Side panel examples Creative Route 2 - The Nation s Favourite

33 Deliciously Filling Informal and inviting the loose and tumbling typography reflects the filling of the pie, with textures and flavours mixing together. Strong Family messaging on the large pie, with Pie night emphasised on the single, the type on both encourages engagement and a curiosity to find out what s inside. Creative Route 3 - Deliciously Filling

34 Deliciously Filling: All Steak Creative Route 3 - Deliciously Filling

35 Deliciously Filling: Chicken & Gravy Creative Route 3 - Deliciously Filling

36 Deliciously Filling: Side panel examples Creative Route 3 - Deliciously Filling

37 Deliciously Filling: Lighter Option Creative Route 3 - Deliciously Filling

38 The Expert Baker Classic typography and a muted colour palette give this route a quality, trusted and heritage feel. Note the typography and illustrations printed on the inside of the box. Creative Route 3 - The Expert Baker

39 The Expert Baker: All Steak Creative Route 3 - The Expert Baker

40 The Expert Baker: Chicken & Gravy Creative Route 3 - The Expert Baker

41 The Expert Baker: All Steak, orange logo Creative Route 3 - The Expert Baker

42 The Expert Baker: Dark colour option Creative Route 3 - The Expert Baker

43 The Expert Baker: Dark colour option, orange logo Creative Route 3 - The Expert Baker

44 The Expert Baker: Gold foil logo option Creative Route 3 - The Expert Baker

45 The Expert Baker: Side panel examples Creative Route 3 - The Expert Baker

46 The Expert Baker: Background Illustration Creative Route 3 - The Expert Baker

47 Consumer research proposal Background: Focus on assessing consumer response to one, or possibly two, new pack design routes using the Current Pukka Pies packaging as a benchmark The research is designed as a late stage disaster check prior to full launch of a chosen new design route Research objectives: To have a clear understanding of: How does the new design(s) perform in terms of initial shelf impact compared to the current design? Do consumers still recognise the brand on shelf? What pack cues drive impact? How do the existing and the new pack designs compare in terms of communicating the desired brand and product attributes and deliver against the design brief? Does the new design(s) genuinely move the brand in the desired direction? Does the new design(s) have any impact on purchase behaviour among category buyers (and potentially among existing Pukka Pies buyers) Our approach: Given the need for efficiencies in terms of costs and timing we recommend an online approach to the research. We would recruit a sample of fresh chilled pies and savouries buyers penetration looks to be c. 36%. We propose a sequential approach to the research where each respondent is exposed to both the current design and the new design one after the other. The order of seeing each one will be fully rotated across the sample to ensure each design is SEEN FIRST by an equal and robust sample of respondents ie. a sufficient base size to look at the monadic (seen first) results for each design. We recommend a minimum of 200 consumers see each design (100 see each one first). Respondents are recruited via our online panel partners and are prescreened as appropriate to the sample requirements. If we assume for now that we have just one new design to test against the current design the interview will flow as follows: Example Interview Flow: Section 1: Initial brand standout on shelf: Competitive shelf display shown for limited time exposure with either the Current or the New design in situ among its core competitor set. We have assumed for now that you would be able to provide the shelf stimulus, but we can help with this at extra cost. Questions include: Brand recall: spontaneous and prompted Recall of Pukka Pies: total brand and specific Sku s with the range Recall of Pukka Pies: what specifically is recalled about the packaging, spontaneous and prompted (to establish which pack cues are driving initial impact at the fixture)

48 Consumer research proposal Section 2: Detailed assessment of the design - 1st design shown (full range of key core Sku s): Overall opinion of Pukka Pies brand/range Purchase intention: from the range and for each SKU Agreement with statements about the brand/product based on the design (statements based on the objectives in the design brief) eg. Leading brand; high quality ingredients; would taste really good; a premium brand; a brand worth paying more for; a brand I would trust etc. Spontaneous likes/dislikes about packaging Overall opinion of the packaging Agreement with statements about the packaging design (statements based on the objectives in the design brief) eg. High quality; classy looking; pack you expect from a leading brand; modern looking; easy to tell the variants apart; looks like a range of products from the same brand; cheap looking etc. Suitability for the Pukka Pies brand Timings: We can work to a fairly tight schedule and can turn the project around from the beginning to initial topline results in c. 3-3½ weeks. We would need to allow an extra week for full debrief of results if required, but the topline feedback should be sufficient to give you an initial decision as to whether or not the design is working. A final timetable can be confirmed once we know when stimulus will be available and timings are flexible. Section 2 is then repeated for the second design: Head to head comparison of both - forced preference and reasons.

49 Timings and costings Stage 1: Creative pitch, concepts and proposal Creative concepts for at least 4 creative routes shown across x4 skus. Proposal presented on site. Approx Timings - Costings 7,150 Stage 2: Refinement of chosen design(s) Development of chosen design route, or routes (up to 2). Options now to be explored across x4 Single skus, x3 family skus and x2 world skus. Presented as mock ups, show BOP and Sides for x2 skus. 3 rounds of amends. Objective: Final route chosen Stage 3: Consumer Testing (See P47) A) Current vs 1 new design: x200 consumers 100 see each design route first B) Current vs 2 new designs (tested as pairs) x400 consumers 100 see each design route first 7-10 days 3 weeks 7,600 9,600 14,400 Stage 4: Final Development Further development based on Consumer testing. All skus to be presented as mock ups - show all BOP and sides. 3 rounds of amends. Objective: Final design sign off 14 days 8,900 Stage 5: Artwork Create print ready artwork for all 14 skus. 3 rounds of amends. Objective: Artwork sign off, supply print ready files 7 days 3,500

Create a campaign that will reassert Domino s ownership of Tuesdays in the pizza takeaway category.

Create a campaign that will reassert Domino s ownership of Tuesdays in the pizza takeaway category. JANUARY 2014 YCN DESIGN BRIEFS 2013-2014 The 1314 BRIEFS Here are some of the current Live Creative Briefs THESE, AND OTHERS, CAN BE FOUND ON THE YCN WEBSITE CLICK HERE NOTE: To access the YCN Student