Final Major Project - ALTEATUDE

 Level 6 - Final Major Project for BA (Hons) Degree in Graphic Design

The Brief

Based upon the theme ‘Making the Ordinary Extraordinary’, develop a brand identity that is exciting and youthful for a new speciality tea company.  This will include brand name concept, logo design and packaging design.  An advertising campaign will also be developed, which will include traditional forms of media and will also be supported by design for digital media appropriate to the target audience.

The brand name, logo, packaging and accompanying advertising campaign will all be developed with a consistent approach and a creative and innovative manor.  The campaign will target women aged 25+, introducing a new to market, luxury product as part of a healthy lifestyle.



The Solution

ALTEATUDE is a brand name has been developed around the significantly extraordinary achievement of  Sir Edmund Hillary & Tenzing Norgay being the first to reach the summit of Mount Everest in 1953.  Drinking a very ordinary cup of tea to celebrate their remarkable efforts is how the ALTEATUDE concept pulls together.  It is not the tea that is extraordinary but the scenario in which the tea was drunk.

The advertising campaign embodies the extraordinary feats that can be achieved when surrounded by positive messages and the fortitude required to achieve.  A visual language has been created within the branding/packaging that promotes the target audience to challenge themselves to reach great heights.

Inspired by the expressive properties of watercolour and it’s synergy with a healthy product, it is used consistently throughout the logo, packaging and advertising campaign.

Designed to inspire, using expressive vector illustrative syntagms and typographical signifiers to translate aspirations. It possesses a perfected colour palette that is fresh and stimulating. Rousing connotations of success and achievement directly relate to the purchase and consumption ALTEATUDE.

Empty Nets - Hand Crafted Typography

Empty Nets Campaign - Support 100% Sustainable Fish Stocks

Level 6 - Competition Brief for BA (Hons) Degree in Graphic Design

The brief for this project was based on the number 100. My interpretation of the number 100 was based around the concept of developing awareness of how important it is to support 100% sustainable fish stocks. I felt it important to focus on a negative messsage of over fishing not only through the message but the tone of voice developed in this design solution. The ‘Empty Nets’ image has been created by hand sewing the type into netting.
 

Primary target audience are those that are frequent buyers of fish and are environmentally aware, urban, young professionals. Secondary target market would be parents of young children buying fish for health benefits. My choice for these target audiences were based upon their fish consumption and even though they may be environmentally aware, they may not be completely aware of the impact and destruction we are facing within our lifetime due to over fishing. Therefore they are the very people who will make the difference with the purchases they make. Featured here are a number of applications for the design including adapting the design for the front cover of ‘The New Review’ an Independant on Sunday supplement magazine which perfectly suits the target audience.

Evolve - Become a better you

Evolve Campaign

Level 6 - Negotiated Project for BA (Hons) Degree in Graphic Design

80% of women aren’t doing enough exercise to stay healthy! Based on this statistic, I have developed a campaign to promote fitness for women. Increasing women’s physical activity is integral to the health and well-being of the nation.

The EVOLVE Campaign has been developed to encourage fitness and sport as a positive lifestyle choice that inspires change through adopting the support and involvement of friends.

A visually exciting and engaging campaign, with a logo inspired by fluid motion and freedom of expression of the body through the properties of watercolour and the desire to move towards a logo that represents more than just female fitness. Embodying the emotive sensations of expressing the body through movement and transforming your outlook into a confident attitude to how exercise can be a part of your lifestyle.

Great Ideas Start with a Great Coffee

Level 6 - Competition Brief for BA (Hons) Degree in Graphic Design
The brief was to develop a creative campaign to appeal to younger consumers. Get younger people to re-appraise or discover the Douwe Egberts brand. Generate excitement about Douwe Egberts coffee and create a desire for better coffee at home. Get younger people talking about Douwe Egberts in a positive way and shake the old fashioned image without losing the heritage and expertise. Target Audience ABC1 25+. educated, thirst for knowledge & experiences.

The Solution
We want the new target audience to be a part of the ‘Idea Generation’. Drinking Douwe Egberts to stimulate their creative minds. This campaign attributes Douwe Egberts as the coffee of choice for young creative individuals with ideas. Projecting the aspirational side of drinking Douwe Egberts coffee, stimulating connotations of innovation and expression.
The collage of vector and sketched illustrations as well as photography in combination with the conceptual suggestion of expressive creativity, generates a truly unique approach for Douwe Egberts. This campaign is sure to assert a positive perspective and altered representation of a traditional brand attaining a new audience without the loss of their current market.

This new concept and design support the richness and quality of the product through the sophisticated colour palette and opulent patterns. The design is flexible and can be applied to various facets of marketing and adverting collateral.