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.