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The brief_
Initial meeting_
Myself and Vicky decided to collaborate on this particular brief, we were both interested in doing it and decided two head were better than one.
We had a quick meeting before the christmas holidays to discuss anything that we could be doing over the time away for this brief, however we both knew that it was likely COP would take up the majority of our time.
We both really liked the idea of working with an event and created possible video content for the campaign, so we decided we could look into events, venues, and of course research thoroughly into the brand.
Research_
Initial ideas_
- fashion event
- packaging for designer
- designers of LFW
- prints of designers as packaging
- promo video of fashion event
- events - fashion event in leeds
- catwalk show serving Scavi & Ray
- materials - mag/zine
- events - contradiction for desired audience?
- cocktails - scavi and ray cocktails?
Second meeting_
In the second meeting we discussed both of our ideas, and tried to bring them down into final ones we wanted to take forward.
From the research both of us had gathered we both found that Scavi and Ray have a close connection with fashion, which fits very well with their desired audience. So we felt linking our design and production should relate to this.
We thought that filming a fashion event could work well for our promotional video. We did think about creating the fashion event ourselves, however, with time constraints and budgets we thought it would be better if we could find an already existing event that we could film.
We decided to make a final list of deliverables so that we both knew exactly what we were aiming to create.
Deliverables:
- promo video
- crate/tray/case
- bottle packaging
- posters - promotional material
- landing page for website
- photography
- design boards
Tasks for next meeting_
- pattern design tests
- look in and research LFW
- packaging design research
- strapline
Talk with Paul (BAFD)
- Thinking of trying to find fashion events we could film, we went to speak to Paul on fashion to see if anything was happening with the fashion students that would be appropriate.
- End of year show - too late
- Harvey Nichols - end of march - potentially too late
Research_
London Fashion Week
1205
Alexander White
Asli Filinta
Camila Elphick
Felder Felder
House of Holland
Lizzie McQuade
Nom de Mode
Ryan Lo
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Packaging research_
Strapline ideas_
- 'Prosecco please'
- What Chanel is to fashion, Scavi and Ray is to prosecco
- Nothing prosecco cannot fix
- Hump day? Drink Scavi & Ray.
- Make way for Scavi & Ray
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Pattern research and inspo_
Patterned packaging_
Recognisable Fashion Prints_
Recognisable designer prints_
Third meeting_
We came back together and showed one another the work and research we had done, and then made agreed decisions. We decided to do three different types of packaging designs, with 3 designers from LFW. This was the area we we going to explore first.
- Packaging (one monochrome, one pattern, one minimal)
- all packaging inspired by designers of LFW
- colour on box packaging - because of green of the bottle
- pattern across part of the packaging but not covering it
- research into fashion packaging
- House of Holland - first designer to experiment with
Designs on bottles_
Taking the idea to create the bottle packaging from fashion designers prints I created very rough mock ups to see how this could look.
- Clothing label idea - tags on the bottles with Scavi and Ray logo and designer logo.
LRAG Fashion Event_
- Leeds uni hold a big fashion event every year for charity and it was taking place on the 26th February this year, so good timing for us to potentially film it.
Vicky got in contact with one of the girls in charge of running the event to ask if this was possible. She was able to get a press pass for one of us and then the other would buy a ticket.
We got a VIP ticket so that we would have access to all the areas and the best positions to film from.
Plan of Action_
So that we made sure we were organised we made a plan of everything we needed to do and when we needed to complete it by.
- Get tickets for LRAG Fashion Show (Done)
- Talk to Paul on Thursday again about Harvey Nichols Event
- Week of 23rd Feb - Finish one packaging print / discuss and figure out the case for the bottle - measurements / filming of event
- Week of 2nd Mar - Edit and create the promo video
- Week of 9th Mar - create other 2 packaging templates with designers prints / get the case made / and designer posters
- Week of 16th Mar - print / photograph / create boards
- 19th March - DEADLINE
Meeting_
- Order Scavi & Ray next Monday - 3 x 75cl Bottles
- Designers - House of Holland, Osman, Nom de Mode - belly band, clothing tag
- Posters - 'Prosecco Please'
- Meet on Friday - have designs done for Nom de Mode (Vicky - Osman), Spend day working on it.
- Go through videos - get rid of the videos that don't make the cut
- Create net for packaging
- Next week - create and edit promo video
NOM DE MODE_
Because Nom do Mode is a very minimal clothing brand, for the packaging design, I started by finding images of the clothing, and simply colour picking the colours off the images. I then put certain colours together like the outfits they put together.
I then created rough examples of labels and clothing tags using this colouring.
Posters_
Again for the posters, I creating compositions of the colour palette to try and create a background for a poster design. I then took my favourite ones and placed the Scavi and Ray logo on the poster with the designer and our strapline, 'Prosecco Please'.
M&S Mock ups_
I found some images that I thought could work well with an M&S mock up.
The Fashion Show
Monday_
We met on monday to come together, show each other what we had done and to carry on sorting what needed to be sorted and making sure we had a clear plan for the last week and a bit of work.
Booked slots_
We booked print slots for monday, one in the morning and one in the afternoon, to make sure we could go back if anything went wrong.
We also booked a photography slot for tuesday morning, to make sure we had wednesday to do the boards.
Sourcing the Stock_
For the labels and clothing tags etc, we could use stock from the library however for the Prosecco box, we needed grey A1 card. We called a few places to make sure we knew were we could get this. In the end we found we could buy it at Leeds Uni.
Rope_
We also needed rope for the Prosecco box, we went to the Fashion course shop to see if they had any, they had what we needed but only in white not black.
So I went to Leeds Market and found some there.
The Prosecco_
To package the bottles, we needed to buy the prosecco. We needed three bottles for our three designer labels.
As you can't buy Scavi & Ray in a supermarket we had to order this online.
Delegating jobs_
Isabel:
Poster design
Clothing tags
Flutes
Song search for video
M&S mock ups
Victoria:
App mock ups
Topshop mock ups
Clothing tags
Video
Song Search for video
Posters_
For the posters I had the idea to create like big polaroids for the posters, these would show photos of our target audience, enjoying prosecco and could have our strapline written in handwriting at the bottom along with the Scavi & Ray logo.
I started by finding images that we could use to mock up these poster design.
I then placed these into an indesign document, to create the image of a polaroid. For some posters I thought it would be nice to have a series of photos in one. And then you could have the individual photos for other posters.
M&S Mock ups_
For the m&s mock ups I found potential background images, followed by the 'Only at M&S' logo and then placed both this and the Scavi logo on top.
Clothing Tags_
Thursday_
We met again on thursday again to go through everything that we had done individually. And to have a day together working and getting things finished and ready to print.
Box net_
As we now had the bottles of Scavi and Ray we could measure out the box and labels for print.
I worked out the measurements for both the outside and inside box parts.
Inside - 130mm x 350mm x130mm (width x height x depth)
Outside - 131mm x 351mm x 131mm
The stock was half a millimetre thick, so I made the outside part 1mm bigger, if this didn't fit we could print again in the afternoon on Monday.
The Promo Video
Vicky had gone through all the video clips we had filmed at the fashion show and put together a promo video with the song we had chosen. We watched this together on thursday, and just made some changes, as it was over 2 minutes, so we cut a few of the clips down to make it a more appropriate length.
We also thought we should add a shot at the end of the video with the logo and tag line to create a finished ending to the video. We uploaded this to vimeo.
Making the box net_
Belly Band for box_
For the belly band that was to go round the box, I simply placed the logo and black strip. We decided to make a few, of different sizes so that we had options once printed.
Clothing labels_
For the clothing labels, Vicky had designed a range of black labels with scavi and ray logo on one side.
We then placed the logos of the designers and small strip of their print to match the bottle label design. These would be double sided.
Bottle Labels_
The bottle labels, again we measured from the bottle. So were 100mm x 60mm and these would simply be stuck on the bottles.
Each of these labels, included the logo with the designers print in the background.
Putting everything together_
After we had printed it all, we cut everything out, and put together the box and placed the labels on the bottles.
Photographing_
The next morning we photographed our work. These were some of the best photos.
Web design_
After we photographed we sat and designed a web page together to mock up and show on our boards.
Vicky had made an instagram account for out work, and created mock up pages for an app design.
Instagram_
The instagram offered a point of contact between fan and brand and allowed followers to be featured on the page, when they used the hashtag #proseccoplease.
App_
The app offered a locator service, so allowed fans to find all the places around them where they could experience or purchase Scavi & Ray prosecco. You could also shop the range on this.
We then made a list of the boards we would have and what order they should be in so that the next morning we could put it all together efficiently.
- LOGO - Overall campaign
- PACKGING MATERIAL - 4/5 BOARDS
- MOCK UP
- POSTERS
- INSTAGRAM
- APP
- TOPSHOP
- WEB
- M&S
- MOCK UPS
We worked out that we would have around 15 boards with a video to submitt.
That night I made some more mock ups of our posters and advertising for the brand.
I also wrote out explanations for our boards explaining all the different aspects.
Scavi & Ray_
Scavi & Ray, the first UK’s premium prosecco brand, is a
contemporary and fashion savvy brand. Focusing on sociability and style, the
brand uses promotional material across a range of platforms to increase the
awareness of this premium prosecco.
Packaging_
The bottles feature individual packaging design inspired by prints from
London Fashion Week designers. For example, Osman, Nom de Mode and House of
Holland. This can be taken further using more designers prints.
As well as the fashion inspired bottle labels, the packaging also
includes a clothing tag showing both the Scavi & Ray logo and the designers
logo. This adds a touch of detail, whilst keeping to the fashion theme.
Poster_
The posters mimic a photographic Polaroid and include photos of Scavi
& Ray’s target audience of women aged 18-35. These photos show style,
sociability and enjoyment. Across the bottom, the strapline, ‘Prosecco Please’
is written.
Bus_
To raise awareness of the brand Scavi & Ray can advertise their
premium product across many different platforms, for example a London Bus.
Web_
The website for Scavi & Ray features a promotional video, conveying
the brands close connection with fashion, as well as background history, the
range of products and associations.
This video can also be found online, and could be further used as an
advertisement.
Instagram_
Although Scavi & Ray has an enriching history, it remains a
contemporary brand. Keeping in touch with their target audience, their
instagram creates a contact between brand and fan.
M&S_
For easier accessibility to purchase Scavi and Ray prosecco, and to put
the name on a shelf, an exclusivity with a good quality supermarket could be
made.
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The Boards_
We sat together and placed the boards up together. Parts of this took a long time as we needed specific mock ups, so that the text was always placed in the same place on all the boards and they were all full bleed.
Final Boards_
Evalutation_
Overall I was very happy with the amount of work myself and Vicky had produced for this brief. I felt we covered as many aspects as we could and we did so well. I was very glad I collaborated with Vicky, we worked really well together, there were no points when I felt we weren't working well together or envisioning differing outcomes. We delegated work effectively and also worked on designs together well. Although stressful at times, we pushed through to produce a strong an substantial outcome.
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