Below are the notes I made and read through during the first practical crit. Here I briefly mentioned parts of my brief and the parts I wanted feedback on. I also had a loose essay question:
What branding strategies do supermarkets utilise to establish their own branding tiers (within the UK market?)
Supermarkets branding designs are so specific. They're research and mastery of me-too brands have revolutionised the way we not only see brands, but packaging and other elements of what creates loyalty, customer trust, perceived quality and the false feeling of choice.
The bulk of essay is about supermarkets own brands. Example:
M (colourful, simple)
M Signature (foiling, script type, opacity, golds & blacks)
M Organic (brown textured paper, green only colour, grass & animal imagery)
M Deli (woods, stencil type, hand rendered lettering, personal feeling)
All these ranges have teams behind them to ensure target audience, response and engagement. These brands ride the consumers of leading brands, but offer greater, a price difference. They have already gained al their customers, their goal is to sell a more things to already loyal customers. Supermarkets own brands never aim to beat the leading brands but strategically position themselves just below, to create a manufacturer tier system.
Brief
Design a series of 'me-too' brand packaging using the strategies discovered and concluded throughout your research.
Background & Considerations
Have the packaging be a direct response to the successful visual branding decisions and strategies utilises within the food retail market. A design that can span all products but clearly different from each range
Feedback
There wasn't much feedback. I feel like I explained the idea very clearly; the want to directly extract the information learnt and apply it to a practical element. I also asked
'What supermarket/food retailer should I design for?'
Simon mentioned SPAR, and retailer that have the beginnings of own brands but don't have quite the same breadth or range. He also mentioned maybe just creating my own brand. This is something I definitely don't want to do, because that way, there is almost no context and makes the research and case studies into the specific UK market pretty pointless.
From here, I have to decided whom it is I want to design said brands for.
All these ranges have teams behind them to ensure target audience, response and engagement. These brands ride the consumers of leading brands, but offer greater, a price difference. They have already gained al their customers, their goal is to sell a more things to already loyal customers. Supermarkets own brands never aim to beat the leading brands but strategically position themselves just below, to create a manufacturer tier system.
Brief
Design a series of 'me-too' brand packaging using the strategies discovered and concluded throughout your research.
Background & Considerations
Have the packaging be a direct response to the successful visual branding decisions and strategies utilises within the food retail market. A design that can span all products but clearly different from each range
Feedback
There wasn't much feedback. I feel like I explained the idea very clearly; the want to directly extract the information learnt and apply it to a practical element. I also asked
'What supermarket/food retailer should I design for?'
Simon mentioned SPAR, and retailer that have the beginnings of own brands but don't have quite the same breadth or range. He also mentioned maybe just creating my own brand. This is something I definitely don't want to do, because that way, there is almost no context and makes the research and case studies into the specific UK market pretty pointless.
From here, I have to decided whom it is I want to design said brands for.
