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RATIONALE DRAFTS

& FULL RATIONALE/

STATEMENT OF INTENT

STATEMENT OF INTENTRationale

Product, Range and Distribution gives me room to clarify and focus my interests which will form my third year briefs, incorporating commercial illustration, layout, pattern design, packaging and contextual art direc-tion in environment design. These disciplines will be applied to a brief that asks me to create a commercial resolution where all resolutions have a rock solid purpose, rather than using an inappropriate concepts where design is done for design’s sake.

By branding a green grocer, it will allow me to channel my creative thinking into a retail environment, giving my work contextual relevance and room for growth. In setting myself a stricter and more plain brief, barri-ers are put up, allowing me to be more creative in the breaking of these barriers whilst it is all commercially driven.

Statement of Intent

Brand and Style an organic city based green grocer in a way that successfully competes against competitors of it’s kind.

Lettuce Eat is a re introduction of the Green Grocer, letting us buy quality organic fruit and vegetables in a whole new way. Lettuce Eat replaces the slapdash bargaining and grabbing with an efficient and luxurious/boutique feel with a technical twist.Consistence in quality of goods at Lettuce Eat allows the customer to enjoy the experience of the brand and embrace the new system in front of them, without having to rummage, compare and inspect their purchases.

Product Branding involving a logo and imagery to trigger association to Lettuce Eat. Interior of the shop design including Ipad interface to act as the point of sale is also a focus point. Packaging design and extras for the goods and seeds will also be made.

Range Proposed potential room for growth through an instore ‘grow your own’ range, including gardening equipment and overalls for staff use and customer sale.

Distribution The packaging design contributes to the distribution of the brand out of the store, and the point of sale retail design distributes Lettuce Eat’s image and mood. Designing of the shop front will be crucial to invite potential customers in, whilst small local advertisements and business cards will also be made.

D&ADENVIRONMENTAL DESIGN

HONDA-”PRODUCE AN ENVIRONMENT”

JAMES DYSON

‘DESIGN SOMETHING THAT SOLVES A PROBLEM

Two quite different briefs but the first allows me to make an environemtn. This immediat-ley brings to mind the thought of Art Direction in which I could fill with any of my other prefered discimplines. The second is so broad i can pick something that allows me to correct my broad brief mistake of this year and pick something refined and commercial.

RESEARCH

SEED PACKAGING (ALL PACKAGING)METHODS OF POINTS OF SALE IN SHOPS BOTH INVENTIVE AND STANDARDIPAD INTERFACEWHAT EXISTS ALREADY?HOW CAN I MAKE IT DIFFERENT?HOW WILL I MAKE IT BETTER?WHO SHOPS AT THESE PLACES?ARE THERE ANY OF THESE SHOPS?WHAT DO THEY SELL?ARE THEY TRADITIONAL?ARE THEY IN CITIES?

PRACTICAL DEVELOPMENT

I WOULD LIKE TO DO SOME SCREEN PRINTING BUT I UNDERSTAND THAT THIS IS A BRIEF TO CLARIFY WHAT YOU WANT TO DO NEXT YEAR. IT MIGHT BE THAT YES I’D LIKE TO USE SCREEN PRINTING BUT IT MIGHT NOT BE APPROPRIATE OR IN TIME KEEPING WITH THIS BRIEF. I WILL TRY.

I WOULD LIKE TO INVESTIGATE IPAD INTERFACE AND MORE ABOUT THE DIGITAL WORLD.

FABRIC PRINTING/LARGE SCALE PRINTING

EXPERIMENTAL PRINTING-ONTO WIERD SURFACES RECORDING/DOCUMENTING& EVALUATION

scanscanscan

blog blog blog

impromptu crits whilst being in the studio for a lonnggg time

bibligraphy

1940s-1950s imagery/advertisments/publicationsnice packageonline grocery shops such as planet organic etcgardeners worldrecipe books (ipad feature)