Marmite brief

RCA Design Competition

17th June 2011

Original

Limited Editions

Snacks Licensing

PRODUCT CATEGORIES

LOVERS

MARMITE’S MISSION

To be the antidote to blandness in people’s

everyday lives

Absolute honesty Irreverent

British

Warm (nostalgia)

Unique polarising taste

HeritageFanatical

Fans

MARMITE UBIQUITY

660,000 3

495 164,000,000

PREVIOUS WORK

?2012

TIME TO TOAST A NEW DESIGN

Start with this …….START HERE

You are creating … a licensed design

Flat artwork FLAT

ARTWORK

STYLE GUIDES

LICENSEES

FINISHED PRODUCT

DESIGN MANDATORIES

• 2D format

• Flexible – needs to fit across a number of shapes and materials

Order of priority:1. Tableware (mugs, plates, coasters, tea towels)2. Homeware (cushions, bags, linen, artwork)3. Apparel

• Appeal across a broad spectrum of retailers (John Lewis, Heals, Debenhams, Paul Smith, Independent Design Shops)

• Design must be able to deliver RANGE

HELPFUL HINTS• The product is a badge of belonging – it must be clear its

Marmite• The design needs to have a broad appeal

• The design needs to be attractive (it will be on show in people’s homes)

• It should draw on the brand’s core assets, the things that make it great, cause a conversation (the Jar, the logo, Love and Hate, Black and Yellow)

• Colour variations facilitate range

• If you can’t see it in John Lewis its probably not working

TRUST ME I KNOW!

CUTE BUT OBSCURE

TRUST ME I KNOW!

DIGNIFIED BUT DISCONNECTED

TRUST ME I KNOW!

INTRIGUING BUT ABSTRACT

COMPETITION GUIDELINES

PRIZES

PRIZE VALUE

• £2,000 - Winner• £2,000 - Runner Up• £500 - Third Place

JudgingCOMPETITION PANEL INCLUDES:

2626

JUDGING

• Royal College of Art• Marmite• Commercial• Distributors• External Judges

TIMETABLE

1st Submissions 2nd

iteration Final Entries

Result announceme

nts

OTHER BENEFITSher benefits

• All entries exhibited in 2011 London Design Festival

• Winner will have their design featured across the Marmite product range and have the opportunity to attend a major trade fair

• Winner’s designs credited and will be able to take advantage of press and publicity surrounding the redesign and launch of the new product range

HOW TO ENTER

• Please submit first responses by 30th June• Please send these to

[email protected]• Entries to consist of photos of chosen

design route together with written explanation of chosen route (not more than 400 words)

Other resources

• We have set up a Marmite competition blog http://mamitecomp.tumblr.com

• Password = lovehate• You can download a video of this briefing

session & the one pager we have given you in your briefing packs

• The marmite ad reel• You can also post questions which we will

answer within 24 hours

OTHER RESOURCES

THANK YOU