Polly Williams BA (Hons) Graphic Design Ougd 301

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Waitrose Pcinic

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CONCEPT
Brief Create a picnic range for Waitrose based on the classic British Picnic. Background Despite the famously bad weather the British love a good picnic and Waitrose offer some of the most delicious ready to eat picnic foods available. Target Audience Middle class or afluent picnicers who shop at Waitrose. Solution Create an identiy for the Waitrose Picnic range to be sold during the Summer period. Deliverables include re-packaging existing Waitrose ready to eat picnic appropriate food, picnic food recipe cards, tote shopping bags, in store graphics and web pressense on the Waitrose website.

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Polly Williams BA (Hons) Graphic Design Ougd 301

Brief 1

Waitrose Pcinic

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C =15 M=0 Y=0 K=0

C = 15 M = 100 Y = 75 K=0

PAC K AG I N G
The Identity I chose red gingham for the main part of the design aesthetic because I think it is synonimous with picnicing and makes the range easy to identify as picnic food. I chose this sky blue shade and white to accompany it so that the three colours reflect the Union Jack representing the British theme. The blue is pure Cyan at 15% to make the print process more economical, as it is used across a lot of the designs. I chose to use Futura Md as this is the typeface that the official Waitrose typeface is based on. This is to ensure continuety accross the Waitrose brand.

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Polly Williams BA (Hons) Graphic Design Ougd 301

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Waitrose Pcinic

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P R O P O S E D PAC K AG I N G
Further packaging proposed for the range.

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Polly Williams BA (Hons) Graphic Design Ougd 301

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Waitrose Pcinic

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(i)

(ii)

RECIPE CARDS
10 different recipe cards featuring recipes for picnic foods. The reverse features an illustration that is used accross multiple designs in the range. To be distributed in Waitrose stores. (i) Close up of recipe name (ii) Reverse of recipe cards

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Polly Williams BA (Hons) Graphic Design Ougd 301

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Waitrose Pcinic

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TOTE SHOPPING BAG

Tote shopping back available to purchase in store point of purchase. The bags feature the same illustration as the reverse of the recipe cards to ensure continuety acccross the desings.

PROPOSED INSTORE GRAPHICS

End of unit graphics for units displaying the Waitrose Picnic range, featuring the main picnic illustration used as a repeat pattern to maintain consistency. Floor graphics at the foot of each unit naming the collection of products. Gingham bunting to be displayed accross the tops of the units.

PROPOSED WINDOW GRAPHICS

Repeat illustrative pattern printed onto vinyl to be displayed in shop window during the Summer period.

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Polly Williams BA (Hons) Graphic Design Ougd 301

Brief 1

Waitrose Pcinic

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(ii)

(iii)

(i)

(iv)

WEB PRESSENCE
(i) Product range available on Waitrose grocery website (ii) First promotional web banner on the Waitrose grocery website (iii) Second promotional banner for Waitrose grocery website. (iv) Picnic recipe page in recipe section of Waitrose website.

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12/12/2011 14:46