OUGD603 - D&AD Hellmann's - Brand Development

We compiled a to-do list of all jobs and then split these between everyone to maximise efficiency and make sure the workload was shared fairly.

My tasks: Stop frame photography (with Bethan), Stop frame illustrations for the video, packaging photography (with Bethan), Website Design, Submission boards.

Group effort: Work on script

Branding 

Group discussions on the branding were needed to get a better idea of what we all imagined. Having established the name 'With Wonky', the branding needed to work with the name and concept. Initially we chose 8 'foody' colours which could could be used within the video and cross the branding but found this too broad.

We brainstormed some ideas for the branding. Some of the successful ideas which we'll explore within the branding:

• Using the paper texture currently in the Hellmann's branding
• 'Foody' colours
• Hellmann's blue and yellow colours 
• Usingasymmetricall fonts
• Eye-catching van visuals

We discussed the pros and cons of different branding styles but we decided it should reflect Hellmann's current branding in some way. To reflect the branding, we explored the idea of using ripped paper within the video to showcase the peeling of vegetables to reveal what's underneath across the branding.

Branding Outlined

Use paper textures from the Hellmann's branding
Use yellows and blues from the Hellmann's branding
Use sketchy illustrations as supporting visuals

Logo

The logo design was an aspect which could be used across all the branding material from the van to the packaging. The typeface 'Candal' was experimented with.

Final logo

Van Design 

The van design needed to reflect the overall branding and the video content. Having established the aesthetic of the video as a stop frame using the colours of blue and yellow with a stop frame style animation over the top, the van could reflect this.

To do this, Bethan used ripped paper in a collage.

We asked for feedback on the van.

'Really like it but doesn't scream food van to me.. could be mistaken for ice cream van?'
'Love the design, don't really understand the camo print though'
'Looks more like a mayonaise van to me'
'Think the van should be shown at a festival'

With the feedback, we could tweak the design and ensure the van was obviously a vegetarian street food van. By putting it in a festival environment also helped with keeping the van in context.

Final Van:

Packaging

Due to limitations with being able to print onto cardboard in uni and lack of print slots, we had to settle for photoshoping text and stickers onto the packaging. To make the packaging seem more authentic in a studio environment, we used a veggie burger as a prop.

We took hundreds of photographs in the studio of lots of different angles and positions.

As part of the sustainable concept, we'd discussed having the recipe for the burger on the inside of the packaging so people could try making it themselves at home.

Initial designs showed some playful copy and a QR code which would link to the recipe online. During a crit, the issue was raised as to whether people have QR code scanning apps on their phone. We deicded to change the design. 

The new design had the recipe on the lid which would be tearable to save the consumer having to take the whole box away. The inside of the box would also give a gentle reminder to recycle the box when finished with.

Sticker on top of the box