OUGD603 - Brief 03 - Hellmann's D&AD - Visual Research

Hellmann's Brand Guidelines

• 'We're on the side of food'
• Wants to promote its' sauces
• Informal, jokey tone of voice 
• Trademark blue ribbon
• Blue and yellow colour scheme 
• Responsibly minded, use free-range eggs 
• 'rustic' look to their rebrand (2017)

Visual Styles

Some visual styles which could be explored:

• Fun, block colours to keep the branding playful- primary colours? 
• Wonky shapes/imperfect design to represent the wonky veg- collage? hand drawn type?
• Asymmetric patterns- Matisse?
• Block colours and sans serif typeface combinations suggest young and current 
• Keep within Hellman's colour palette but update them- yellow and blue?
• A Pinterest board has helped give us inspiration into the visual styles we could explore.

Van Design

As the food van was the main service of the solution to the brief, some research into existing food vans was completed. The vans all had very similar layouts with one side of the van open to serve customers. Some vans were also open at the back for condiments which would be appropriate for this brief as part of the van's purpose is to promote Hellmann's condiments.

It's been identified that one whole side can be used as a creative output. The front can also be used and there will still be areas on the serving side which can be used for outputs such as the menu. The van would also benefit from this serving side's ability to retract into a normal van wall for security reasons.

Menu Design 

The menu is likely to exist on the side of the van and perhaps with A frames outside of the van. The menus will change frequently as 'guest recipes' taken from a winning instagram entry will be trialled each month. Therefore, the menus might benefit from being easily changed.

Chalkboard

Packaging Design

As the van will be situated in places which make eating more difficult, such as standing up at a festival or sitting on the food, the packaging should help make the eating experience as easy as possible. The packaging should also be disposable as the van wouldn't have the space to wash up all the cutlery etc.

To keep with the young and fresh 'vibe', some new and innovative ways of packaging festival type food have been identified.

Fold out burger boxes- transforms from box into plate for easier eating