Graze Box - Redesign.

So, finishing the logo design i had to think about how i could redo the box. The restrictions on the box where pretty tight. No structural changes to it and it still had to say environmentally friendly. My main concern was that they have taken "evo friendly" to an extreme and leaving the box they use looking dull, boring, unattractive and just pants. I set out to ask groups of people about the box my questions were:


a. What do you think you would receive in this box?
b. What does the colours and style say to you?
c. Does it look like a friendly, innocent, fun company?
d. How would you change it?


I asked this to ten people who i knew worked in an office, four of which worked in a call centre so a busy environment and the other six where in a smaller more calm environment. The response i got was quite universal, summarising the responses up it goes like this:


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a. they knew it was the graze box with treats inside but others unaware of the box thought it was just another box containing documents or junk mail from an outside company.


b. The boxes style and presentation is dull, boring and quite unappetising when you think food is inside. The logo is also quite hard to read when printed in brown.


c. The style of it all looks corporate and quite tough. The logo is friendly and round which looks cute but it doesn't quite fit with the rest of the box, its missing something. Look at innocent smoothy.


d. Make it more colourful and friendly looking, i want people to ask about it. Make people be able to incorporate it into there working day it seems to get in the way of some things. Not everyone will eat the whole box all at once. 
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Next Step.


I reviewed my research from the questionnaires and suggestions but referring back to the brief they did state how they don't want to change the box, just how it looks. I looked back at the images i took and the plastic they used to hold the package together was the only part on the outside which takes away from the feeling of nature and recycled.


I decided that i wanted to design the box holding to the way it used to be designed to fit the requests from the client and to make sure that i was keeping everyone happy i began experimenting with the idea of binding the boxes together using paper. This then can be recycled and disposed of with the box and make the whole process much easier.

The above shows my design development the outside of the box i started with a bit version of my logo with the free post and address static on the top moving on to experimenting with the idea previously mentioned about paper holding the item together i used a brown to resemble the vegetable ink and colours i felt matched the look and feel of the brand. The position of the logo being in the lower part of the box to me felt less important and thus moving it to the centre i felt gave it i much needed jump up on the hierarchy of the design. By printing the logo and other elements in white it stands off the box much nicer than the brown ink and the logo is then printed on the paper which holds the box firmly shut which then means disposing and recycling can be done instantly.

Mock up

Logo Development

I decided to jot down some ideas in pen before moving onto the digital side of the logo. I came up with some pretty creative ideas but some looked just too different and a drastic change for the brand to work. I really wanted to use a circle idea as it looked the most friendly but again moving away from what people would have become happy with at Graze. 

The next point i wanted to change was the dominant lowercase 'g'. The whole design didn't work for me i understand a lowercase letter looks friendly and fun but as the rest of the packaging is quite minimal and uniform it didn't fit, it just made the brand look confused and less professional. Using a capital 'G' gives the whole logo a really strong dominant feel.

Since i decided to stick to the type logo i trailed some interesting typefaces. The one that stood out to me was 'Sketch' which is almost the same as the typeface used inside the Graze booklets and other branding.

I developed my two favourite logos into a digital presence and played with the typefaces for the slogan. I really liked how the birds holding the banner stating 'nature delivered' looked as if it was being delivered. I asked a few people and many of the agreed it was nice but also looked too fussy for a logo. The second logo just used the typeface to look handmade and friendly, integrated the capital letter and dropped the '.com' in favour to just the full stop with a seedling coming out of it. People liked it for the friendly look of the seedling and little splash of colour to make the logo stand out. The seedling refers to the nature side of the brand.

This is the final i decided on as i feel it looks the best and most well put together. 

Final Logo Rethink


After a meeting with Alan we came to a decision that the logo i created worked to the idea i was presenting however the reason for the bars on the graze logo i created was to make up for the lack of strength within the spacing of the type. I went back and altered the kerning of the type and ditched the bars. The logo looked fresher and more healthy straight away and it obvious that the decision was well made.

losing the bars lightens the design and gives the logo a fresh healthy feel.

Graze - Logo

The above is the graze logo. Its printed on the boxes and seen on the website and other graze related items. The brown colour is resemblant on how you would see it printed on the box you'd receive. 

The font is all Sans-Serif with rounded edges along with being lowercase this does indeed strike as friendly and innocent. The slogan sits nicely underneath with the '.com' capping off the right. 

I quite like the logo but it seems quite universal. There is a big enthuses on the 'g' which i don't think is as important as its being made to look as theres no branding of graze with just the letter g. The .com section seems to just be there and begging for people to log on, i feel this looks quite silly and takes away the importance from the actual brands name. In my honest opinion i haven't once looked at a product and not just presumed now that the product wouldn't have a .com website failing hat a .co.uk, if it doesn't i wouldn't look. 

Looking for the typeface the closet i feel i will get to it without altering the terminals to round them off to match would be:

Museo Sans 500

To answer part two of the brief i will have to redesign this logo, the best way i feel will to be to find examples of other people who offer this kind of service and study their logos and see how theirs work. I already know I'm going to drop the '.com' and try lose the enthuses of the 'g'. 

Graze Box - Nature Delivered

Delivered Boxes

I previously said how i ordered myself some boxes so that i could have primary examples of what the Graze people actually sent out to people. I documented the delivery with pictures shown below.

 When I first got the box i knew that Graze where high on the eco friendly scene and i didn't think they would use a plastic to secure the packaging closed... ( maybe look into a paper alternative? ) 

The logo and other details where printed onto the box using vegetable ink. The whole box looks a bit boring really, not eye catching and to be honest i could overlook the details as the brown just blends too easily into the packaging. 

The back states the packaging is 100% biodegradable and recyclable, along with posting information.

First opening the package i was greeted by a welcome booklet, the four graze plastic tubs and a printed picture of some chillies. 

The booklets adapted the feel of illustration and hand rendered type which was quite a surprise as the outside of the box suggests its quite minimal and not fussy.

more sketchy hand rendered type.

The second time round we were presented with a photograph of apples. Although natural and nature related it hasnt got much to do with my actual product i received likewise to my last box with the chillies. Don't even like chillies. 

The final part of the packaging is the photograph of grass under the tray where the boxes would be sat. This is quite nice and feels like the trays where placed on a patch of grass from outside.

Overall i don't really like the box. Its boring on the outside and not really relevant or consistent on the inside mixing illustration with hand drawn type. Im already thinking of ways this box would stand out more by using different coloured inks to show the logo better or even better quality printing stock to make the photographs stand out more. My main problem with the box as i used it on my desk which is pretty neat and tidy... It got in the way loads... i had to put books on top of it and then the plastic pots got in the way when they were empty. It was a jumble of annoyance.


I have a feeling a different box would work best perhaps a long style box would work better and be able to be placed around the desk a lot easier than a rectangle.

YCN Brief - Define

I looked through the briefs we were given for the YCB contest brief and only a few struck me but the main one i looked at was one issued by 'Graze' it was asking us to create a lot of things and even from reading the first few paragraphs i knew it was the one for me to try. First things first i decided i had to break down the brief and what it was actually asking me. I ordered myself a couple of the graze boxes to get them in the mail and ready to get delivered to my house so i can include primary research. 

The brief was pretty full and quite restricted the brief reads:

PART A:
the graze box is the embodiment of the graze brand; it’s charming, natural, honest, and premium, but we think it can work even harder and bring more excitement to the food inside and to the brand as a whole.
so part a of your challenge is to refresh our graze box. all the surfaces can be changed but the structure (size, shape and the way it’s put together) can’t.


PART B:
We like our logo, it says friendly and has charm, but we’d love it to be more distinctive and unique.

so, part b is to redesign our logo. Make graze stand out from the crowd and better communicate what we are all about.


PART C:

Part C is a bit different... We want to see how these new elements would work in a direct mail marketing campaign. We see it as a really interesting medium and we’re looking for a creative solution that will stand out from ‘junk mail’ and make people leap onto the internet to sign up.

Breaking down a brief
What is it asking me to do?  


1. Make the Graze brand more distinctive and desirable. 
2. Make the Graze box - Appealing to a wider audience. 
3. Create a distinctive and unique brand identity that is versatile across a range of other  products.
4. Direct mail marketing campaign to increase customer base and audience. 
5. Be eco friendly. 


So what do I have to actually provide?

1. Satisfy the customer. 
2. Improve upon the existing brand. 
3. Communicate what Graze does and has to offer. 
4. Create a promotional item to bring in more customers. 
5. Give the brand a new life. 


Below is a breakdown of what the brief is asking us but a more simplified version. 


Content / Subject  
- Graze Box
- Nature
- Nutrition
- Health
- Online presence 


Audience / Context  
- Office
- Work
- Female
- Premium
- Honest
- Environment 


Media Distribution  
- Digital
- Direct Mail
- Promotion
- Internet
- Print 


Product / Deliverables  
- Logo
- Box
- Promotion
- Brand
- Marketing

I will be looking at other companies who do this type of service successfully and see how they managed to keep there audience enticed along with there brand working.

Style Guide - Brief 2

Brief 2


The second part of the brief was to create money in the style of the designer we have chosen. I decided that i was going to do as vault 49 do and go against the normal and instead of design a note I'm going to design coins.

Coins
1p, 2p, 5p and 10p are going to have the same designs yet differ in size and colour.

I decided to choose this design as i feel its fancy enough and a little hectic just like vault 49's work but holds a form of elegance which i feel would be expected with currency. The back featuring a very simple V49 almost gives the money a token like feel which i believe just adds to the quirky nature of Vault49's work.

I really like my finalised pieces however i feel with the style i was working with in part one of the style brief this just isn't enough so I'm going to create an extra part which are known as " money rolls "

Money Rolls

Usually see in America i love the charm of these things and think its different to what we see in the UK "bags" and i think if Vault49 where doing this they would use something new and different like this. 

Luckily the design for these items are simple its a rectangle design rolled around a set of coins to create tubes or rolls adding up to a certain amount of money. Once filled the top it rolled over and the amount of money is stored. 

The designs i have decided to go for resemble the coins and would compliment them perfectly... Using darker colours to give the design a serious feeling i believe works much better than a light hearted colourful design which would lose all respect or importance for whatever it was housing. 

Here are a few screen grabs from the tubes i am designing. 

Tube Designs

I thought about trying to stick to just one design. However each piece is a different amount for example the 1p's are different to the 2p's so to help the user easily see which is which i think i will keep the designs as they are.

Mock up Boards