Problems this brief entails

These are some of the problems and all the issues that the brief entails when you look deeper into it, these are the problems and the solutions of everything that needs to be done so that we can finally get everything 


Problems to solve:


- Appeal to young, working class families
- How do we entice / motivate families to leave the house for a picnic (if thats what we are trying to achieve)
- How we stay in keeping with M&S branding and style
- Try to appeal to range of ages, sex and interests
- How do we communicate a season in the form of food and packaging
- How do we avoid cliche's, M&S standard audience, Target our new audience


Target Audience:


- Young families
- Working Class
- Those who wouldn't normally shop at M&S


Tone of voice:


- Fun
- Fresh
- Seasonal
- New
- Special
- Treat
- Sweet
- Exciting


Competitors / Similar Market:


- Sainsburys meal deal: Offering a main, side and drink for a small price. Sainsburys have a wider market than M&S, its associated with the people we are trying to target. They also offer picnic like platters for lunchtime - a wide selection of sandwiches within one box at a very reasonable price.


- Asda : Offer oriental, Mexican ect style platters and selections you can purchase - The packaging reflects the style of a metal dinner tray; dividing the food into sections.


- Tesco: Offer seasonal fruit lunches, not very solid as only one type of seasonal products exists. Again, targets audience we aim to direct our product at.


Design outcomes / Processes:


- Eco-friendly
- Biodegradable
- Hand rendered type
- Slick layout
- Using recyclable materials
- Possible screen printing
- Die cutting
- Infographics

Design outcomes in detail:

Packaging


- Quirky, informative, playful packaging. Designed to allow a person to select a range of different products, for them to fit appropriately into our sectioned packaging box.
- Needs to evoke the picnic idea and culture
- Appearance will depend on season
- new design brought out seasonally
- Easy to use
- Convenient
- Quick to select and place products in box
- Consistency between food product packaging
- Info graphics clearly communicating how the picnic pack works
- Available
- Fun
- Informative


Logo


- Must use M&S logo
- WIll adapt colours to season


Serviette


- 'Family friendly' - of good quality, must be able to do its job, not just to look 'pretty'
- Screen printed within logo and slogan
- Recyclable
- Consistant with packaging
- Simple

Cutlery


- Recyclable
- Re-usable (not plastic, strong enough to be used again)
- Simple
- In keeping with packaging

Digital promotion


- M&S TV Moving image
- M&S Tiny TV instore promotion - Moving image

Print promotion

- Series of posters communicating picnic idea and tagline

- Placed in suitable areas relating to the idea of a picnic. E.g A riverside
- Photographs of 'the perfect picnic' setting, visually promoting idea
- Pricing labels
- In store banners

In store promotion


- Typographic Murals?

Tagline


- Fun, convenient, ethical, bringing families together

Store dividers


- Large dividers within aisles sectioning off the picnic pack food products, to easily communicate to customers the foods which can be chosen from.
- Array of selection boxes, of different sizes and shape showing the range of food products you can choose from to go in your pack - Visual selection
- Moveable, recyclable, Large stands, holding either the baskets themselves or food products. Consistent with packaging design and existing M&S stands


Campaign


- Create a campaign to promote our product, using a similar direction as that of existing M&S Campaigns.


Mailshots


- To promote picnic pack
- In keeping with packaging design