hannahbushell-blog1

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Report Layout Inspiration

Some inspiration from Pinterest and Suitcase Magazine that inspired my report layout. 

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The Exhibition

The exhibiton was a huge success,  I was very happy with how it looked and was pleased with my overall boards and my brand book. With my brand book I was very happy with how it looked printed, initially I was nervous about printing as I wanted to print it in a different way, however I did not have enough pages, so instead had to opt with a staple finish, which looked a lot better than what I envisioned. Also for the visual boards, I was very happy that I decided to print them on foam-board as it gives a much more professional finish. 

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Collaboration

Initially, I really struggled on how I could incorporate a fashion brand and a fish smoking brand together. I decided that the best thing to do would be to collaborate with a fashion brand that is famous for its print designs so that the fashion brands print designs could be on a fish smoker. After doing some research I came up with a few brands that I thought I would be able to collaborate with. The brands that I thought about collaborating with were; Paul Smith, Orla Kiely, Henry Holland and Cath Kidston. After doing research into all of these brands I decided that Orla Kiely would be the best brand to collaborate with. 

“The creative world of Orla Kiely was founded in 1995 to express visually her love of pattern, colour, texture and rhythm, which as components all play and work together. Her instinctive graphic discipline to simplify and stylise everyday motifs and forms adds another dimension. With clean orderly repeat constructions and a boldness of scale, her work achieves strength with a very modern quality, while her nostalgia for all things mid-century, help make her patterns charming, uplifting and instantly recognisable”. (Grayer, 2018)

Grayer, S., (2018).  Orla Kiely [online]. London Fashion Week. Available at: http://www.londonfashionweek.co.uk/designers_profile.aspx?designerID=477 [Accessed 05/21 2018].

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Visual Boards Critique Session

We had a critique session the other day so that Louise and Adele could take a look at our first drafts for our visual boards. Although I finished all three boards I knew that there was a lot of room for improvement. This is some of the feedback that I received...

- From looking at the first board it is not obvious as to what the brand it - Try and find a more impactful way of telling the story as it doesn't bring in the consumer to read it.  - The boards don’t look like my brand - Do you need to have separate brand elements? - Make my images more evident - Play around with the smoke as it doesn't look like smoke.  - Get rid of logo, font and colour palette as they as self explanatory - Use a stronger image for secondary consumer as it does not have a lot of impact - The last board looks disorganised - Do I need some headings as it is obvious - Need to get a better sense of the brand - Try and sell the product more as it is not obvious what the brand is - Add the collaboration onto the board. 

 After having the critique, I decided to start again because I thought I needed some new inspiration. After redesigning, the boards looked like this...

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Instagram Story Logo Ideas

After developing some logo ideas for KIN, I decided to do two instagram stories  so that people could decide which logos they preferred. Doing these two stories allowed me to get quick responses from consumers as well as make them feel like they are engaging with the brand.

The first poll was of the logo with the smoky effect background and 63% preferred the right hand side logo. 

The second poll was of two more simplistic designs and 62% preferred the right hand side logo. 

After refining the logos even more I decided that one that I was going to use was the logo with the line through the middle as it is the meaning of family connection, which is a big part of KIN. 

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Developing the brand identity

I did some a mood board to show the brand identity of KIN. This allowed me to see the colour palette all together alongside different images that are relevant to the brand. I think that the orange will bring out the fun side of the brand and make it look more vibrant. The repetitive words of KIN shows all of the considered fonts as well to see what would look the best.

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New research from Mintel reveals three in five (60%) 16-34s* like experimenting with new cooking trends and ingredients, compared to 51% of UK consumers overall.

Mintel., (2016) 60% OF UK 16-34 YEAR OLDS WHO COOK LIKE EXPERIMENTING WITH NEW COOKING TRENDS, BUT MANY FAIL TO MASTER THE BASICS [online]:Mintel Group Limited.

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Photoshoot 4- Eye Kettleby Lakes

I visited Eye Kettleby Lakes with my parents which is in the countryside just outside of Melton Mowbray. It is a place where there are lots of fishing lakes, glamping pods and scenic views. I thought this would be a good location to take some pictures, especially with my brand trying to promote the outdoors and having links to fishing. This images set the scene for my brand as well, which I think would work well in my report and brand book. 

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Photoshoot 3- Family BBQ

The 3rd photoshoot that I did was at a family BBQ. My Uncle has a big BBQ, and to celebrate my Auntie’s Birthday we had a celebration in the garden. This meant that I was easily able to take pictures of a family gathering as well as take some pictures of the BBQ and smoker when it was dark. 

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Photoshoot Two- Family

The second photoshoot that I did was at my Grandparents house. I asked my cousins to bring along their children so that I could stage an outdoor family gathering and to also try and get some pictures that would help describe my secondary consumer “The Family Orientated Baby Boomer”. 

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Photoshoot 1- Melton Mowbray Country Park

The first photoshoot that I did was in Melton Mowbray’s country park. I decided to take some pictures here because I wanted to see the different spots that KIN products could be used- near a lake or a picnic bench to accompany BBQs or picnics. I like the images, however due to the weather, the sky looks dull and I am not sure whether these images would work in my brand book or report. 

My friend and I also had a mess around a she wanted to feature in some pictures so she pretended that she was using the fish smoker so that I could photoshop the fish smoker into the image. 

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Formative Presentation Feedback

The other day I had my formative presentation. I found it very useful to get some feedback on the work that I had currently produced. My feedback from Adele & Louise was very helpful and has allowed me to make changes to my brand and ideas to make them stronger. My presentation feedback was: 

Good name of brand

Brand audit has good connections --> brand personality is good but want to see a sense of adventure come through into the brand and link with the trends and consumer

Should have spoken about the product more

Consumers were well researched, however try and visually present consumers with adventure 

I have a good tone and use good language 

The idea of the positioning map was clever, however the visual language needs developing more as you do not get a sense of the brand yet

Trends- How the trends impact the bran, what is the impact of the brand and how does it create an impact? How will the trends affect them in the future? need to track them through the trend. 

The Stay in party micro trend is very similar to experience economy macro trend 

The Market- does the garden product retail market fit?

Try relate everything so that everything hangs holistically 

Do an analysis of KINs closest competitors. 

Make sure I bring novelty design + independence into the brand --> really leverage it (broaden it) 

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Trend Update

I recently confirmed all of my trends. I found it hard to decide on 2 macro and 2 micro trends so had to do a lot of research. I only had one macro trend for a while as I struggled to find a second one that was strong enough to use. After doing a lot of time researching I finally made the decision that my 2 macro trends were going to be “Experience Economy” and “Ethical Consumption”. 

I also found it very hard to confirm my 2 micro trends as I changed my mind a lot as I was trying to find out what was most relevant to my brand. My final micro trends that I decided to use are “The Stay in Party” and  “Clean Lifers” 

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The struggles of consumer profiles

After having a very inspiring lecture and seminar from Tim Rundle all about “Information is beautiful” on Monday 16th April, I wanted to create consumer profiles that described the consumer in a creative way. I used Pinterest to gain inspiration and ideas and came up with two ideas for both my primary and secondary consumer. 

My Primary consumer idea was to take a picture of the boot of a car filled with different adventurous products including a disposable BBQ, walking boots, rucksack, water, picnic blanket etc. This was to show the consumer having a love for the outdoors and to show their adventurous side, however when I took the images, I felt as though they were not good enough and would not have enough impact and I did not want to put them in my report. 

For my secondary consumer, I decided that I wanted to portray a family orientated baby boomer who enjoyed spending time outdoors/ in their garden with their family and having BBQ’s. I did a photoshoot in order to get a image good enough to use for my consumer portrait, however although I really like the finished images I felt as though they were not strong enough to describe my secondary consumer. 

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Market Positioning

This is the marketing positioning map that I have put together. I did some research into possible competitors for Kin and found a range of different competitors that do a range of smokers, BBQs and pizza ovens as well as different brands that are mass/independent brands and products that are designed for the functionality and for the novelty. 

On this map KIN would be placed in the independent and novelty design sector as KIN is an independent brand and also the design of the fish smoker is minimalistic, however has a novelty design due to the life buoy shape of the smoker making it look more fun to use.

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The UK Home & Garden Market

One of the main markets that my brand will be in is the Home & Garden Market. After looking into a Euromonitor report about the ‘UK Home and Garden Market” there was plenty of information to help me find out more about the market and understand it.

“Despite political and economic uncertainty produced by the decision to leave the EU, home and garden in the UK continues to grow in 2017, recording the highest growth in value terms in the last five years, driven by the trend of higher quality products and premiumisation.

Gardening benefited mainly from horticulture as indoor and urban gardening are gaining traction. Consumers are looking for convenient and time-saving solutions, pushing up sales of cordless power tools both in gardening and home improvement. An increasing number of consumers cooking at home is favouring sales of homewares, whilst home furnishings registered the highest growth in 2017 due to a growing number of households and the trend towards better quality furniture”

Euromonitor., (2018a). Home and Garden in the United Kingdom. [online]: Euromonitor Passport.

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The Stay in Party

The Stay in Party is one of my micro trends. I found a majority of my information about this trend from the J.W.Thompson Intelligence report “Future 100 Mena Trends and Change to watch in 2016″. The consumer trend canvas from Trend Watching below allowed me to pull apart the trend and gain a deeper understanding.