OUR STORY.

Seminar with Tim and Steven Wallis | case studies

1. Honesty

2. Purity

3. Indulgence - link to perfume 

4. Sensuality

5. Tradition 

6. Heritage 

7. Kitsch

8. Wit

9. Desire 

- Product, innovation and humor 

Reassurance, playful and curiosity, nostalgia, timelessness, mother love (cocoon, safety)

Smart packaging, making it look cool and a form of expression. 

Integrity and transparency - where brands become more honest - portray a mum friendly feel.

Consider font and colour palettes. 

Out of sector ideas and bring it into your own sector.  

Virtual reality - world of new young generation, 3D life, 

Vivid colors - exotic fruits

Black - dark, sultry, forbidden

Recoded world - fresh, re invented, modernist. 

Playfulness - fun, carefree, energy, noisy, 

Art & counterculture - street art, collision with music and style

(Watch Blingring)

- Check out Absolute, the history of the brand for reflective journal

In our research boards, be more critic about the issues in the perfume market.

Key consideration is the equity pyramid, what's the brands purpose? Take this and interpret it.

Define our key words and narrative for out brand, we need to consider 5/8 words to describe our brands DNA. 

| For next Thurs :  | 

Identify 5 key words for our brand, find a recipe out of those words to create a tone of voice for our brand, investigate those words and what their meanings are.

Look at all the ways the word can be used. 

Look at historical context, can be key images, icons and importance, symbols 

Rethink of interpretations I.e characteristics of 'Fresh' - links to emotions and feelings

Cultural references, think about their difference and how the product can be used in both markets.

What can it stretch to become? What can it involve into in a few years time? 

 Empowerment | self help, strong! taking control, evolving who you are, confidence. 

- Using artistic ways to show cultural reference. 

Femininity 

Stereotypes and roles, the colour of pink, emotional insecurity, celebrity obsessed, glamour obsession. Take the common trend into a post modern approach. Women are powerful figure heads. 

Art + Fashion 

Bridget jones - typical British woman 

From and to : 

Indulgence -

Galaxy / woman by herself

Spa days / wowcher

Twinings teas / contemporary fruit teas.. Lost heritage 

M&S ad campaigns / rich supermarket product, object of desire. 

Tend to be woman in media, women are represented by. 

Group sesh | ISLAND WATER

What do we stand for? Our VALUES : British Heritage, camaraderie (coming together)

Brand strapline : 

No one is an Island  = British quote

-  No one is self-sufficient and everyone relies on the other for successful survival. 

Tone of voice : 

- wit, charm, whimsical, clever sense of humor, intelligent 

Theme : Memories of Britain > islands (sea side) > surroundings > lifestyle > eras > people

- ask about consumer area, who are we targeting? Men and women? 

A journey starting from the beach, to the fields, town, city.. Etc. each stops will confirm new scents and stories through smell of each surrounding. Then in years to come we could develop and expand inspired by environmental changes. 

Understated coolness, nothing too busy and complicated. Nothing too try hard. Effortless

Seaside elements 

- salty air

- rocks, pebbles

- candy floss, fish and ships

- seashells 

- fair ground elements                

- Mr Whippy (ice cream van )

- sun cream

- seaweed

City elements

- rain

- concrete

- coffee brew

- smoke

- busses 

- tourist

- restaurant scents

- underground tubes

- Newspaper 

- exhaust fumes

Countryside 

- tea

- trees

- hay

- grass

- Wellies

- Barbour jacket wax / Tweed

- sweet meadow

- lakes

- dew

- woods

- botanical

- lavender 

Guest Lecturer with Steven Wallis | taste billion

Starting up a business is a full time job, have to be on it 24/7

What is Taste Billion? 

Tastes billion is a Promise for clients of how to make a product come to life with taste and flavours.  

Brings together semiotics, help brands to shape cultural insights.

It's one thing to produce in sight, the key is to bring and connect your idea with the consumer, how are your consumers going to love it? 

Graduated from saint martins, went into brand strategy with food and design. 

Great to change the media you work with, bring in different people based in different areas to help your idea come alive. 

Influence to take into consideration : 

Brand - equity/ DNA / positioning/ premise

- Transform tangible ideas into intangible realities. 

- Research semiotics for British Heritage / Islands

Theirs primary insight methodology : semiotics 

The process of decoding sensory stimulus to build a hypothesis, bring culture to make a visual from apps, food, culture, magazines, typography.

Semiotics is all about meaning and decoding that meaning, whether it's design, a message etc, has a cultural anchor. Trends looks more at the femmeral ideas and concepts becomes mainstream. Residual ( yesterday / today / dated) Dominant - Emergent

Equity pyramid : 

Purpose - Equity Statement - Point of difference - Brand character

Look at Pleasure with Philadelphia, 

Creative & activation > ideation > touch point activation > innovation > creative strategy and recoding

The main key things is rooting ideas and bringing it together. Look at different concepts categories to build ideas also look at areas of promotion

Synthesis part : collate a wall of ideas from tear sheets or what not, to help start build a relationship.. Then think can you fit a consumer need? a cultural need? Then build up to create a idea and desire.

Steven@tastebillion.com

Lab series project - like Clinique for men 

Less of a beauty product more of a lifestyle needs. 

Seminar with Tim | Mood boards / Research boards

Create a series of Mood boards to display visuals to support primary and secondary.

Consider key pointers from Tim's lecture, gender, age, sec, story, trend, object, range and context, USP 
- Trend
- Market
- consumer
- ideas 

Collate all images and develop / write about your ideas from all these images.
Create a brand logo? Brand identity. 
Think about lines, shapes and signage angles, think about a particular approach will it be a team approach? Specific theme. 

You can use source imagery just consider the balance between own and others.
Colour pallets and constructional detail (graffiti, art work) 

Creativeblog.com/graphic-design mood boards.

Today we are making a research board collating what we have found through our findings and showing primary and secondary research, including photographs that has been taken, textiles found, 4/5 research boards that target specific areas out of the 10 listings. 

1. Story
2. Product design
3. Consumer
4. Environment 

Innovation, finding novel ways to support our concept. 
- Elements

The next stage of the module, will be creating a mood board expressing the mood, concept and a way to show your process. Expressing a specific theme. Considering pattern and texture, motif. Delivering a mood of the concept. 

British fashion is coming back so our aim is to bring back the scent of British!

NEW YORK REPORT

LECTURE | TASTE MAKERS

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