Responsive / D&AD Purdy's / Concept Statement

20 / 11 / 13

RESPONSIVE / OUGD503
CONCEPT STATEMENT
PURDY'S BRIEF.

WHAT ARE YOU GOING TO DO?
Create an eye catching and dynamic packaging proposal for the 2 given beverages for Purdy's that correspond with each other as well as staying consistent with the ethos of the drink and the brand. 
I want to make the drink appeal to a wider audience making the aesthetics and presentation and play on the unique ingredient  and make up of the beverage and the fact that the original drink reacts to sunlight.

WHY ARE YOU FOING TO DO IT?
To present and promote the unique light sensitive product as it is unique and different to  energy and health drinks in the market. I want to remain true to the company and its product while breathing new life into the aesthetics so as to gain more interest from people that wish to try something new.

WHO ARE YOU DOING IT FOR?
For people that are health conscious as well as people that are wanting to change their lifestyles to live and eat healthier. 
People the want to steer away from highly preserved and tampered with ingredient and with to consume more natural foods and are looking for a healthier alternative.
Perhaps directed to people that should be more health conscious.
Due to the price of the drink, the audience would be more inclined to shop at more high end stores and found establishments.

HOW ARE YOU GOING TO DO IT?
Look into existing products that are within the same market and target a similar audience to gain awareness.
Look into possible materials I could utilise in consideration of the sun-sensitive content of the product.
Look at and develop a concept that works around and promotes the unique product while corresponding with the new addition to the Purdy's range.

WHAT DO YOU AIM TO PRODUCE?
A unique concept that translates the unique content of the product through a dynamic and eye-catching aesthetic that is presented though a relevant form of packaging. This concept will run consistently through both of the products so they remain consistent with each other as well as to the Purdy's brand.

*  *  *  * 

RE-WRITTEN BRIEF.
PURDYS REJUVENATE & PURDEY'S NATURAL ENERGY.

THE BRIEF

To come up with a new and dynamic concept presented through the aesthetic and packaging for the original 'Purdy's Rejuvenate' drink & a new addition to the range 'Purdey's Natural Energy'.

CONSIDERATIONS

The original Product 'Purdy's Rejuvenate' is sunlight sensitive so packaging has to serve the purpose of covering up the content as well as appealing to the audience and promoting the product. The two beverages have to remain consistent with each other while standing as independent through flavour.

CONCEPT / PROPOSITION

To create packaging that plays on the consideration of sunlight sensitive content through the notion of 'releasing the goodness that has been kept in the dark'. This packaging with serve a the purpose of presenting tho ingredients as well as drawing in the health conscious as well as those shoe wish to try something new. The second beverage will correspond with the Purdy's original product  so they are recognisable with each other as well as to the brand. The packaging needs to be 'not the norm' and stands out from other products on the shelf.

BACKGROUND

TARGET AUDIENCE

- The health conscious 

- Those considering a new healthy lifestyle

- Those seeking a healthy alternative

- Those who need to make healthier choices concerning consumption

- Those who are willing to pay more for a natural and organic product.

MANDATORY REQUIREMENTS

- Given logo for the Purdy's brand

- The dark glass bottle used to package the original product.

- Considering the light sensitive content of the Purdy's Rejuvenate 

TONE OF VOICE
- Natural / Nature / organic / Healthy / Beneficial
- High-end
- Unique

DELIVERABLES
- Proposed packaging for Purdys rejuvenate.
- Proposed packaging for Purdey's natural energy.
These two products must be consistent in deign and concept.

*  *  *  *

5 REASONS WHY MY PROPOSAL WILL WIN

1).  My proposal will be dynamic.

2).  My proposal will be unique in concept and successful in execution.

3).  The aesthetics will appeal to the target audience and will suit the surroundings and the establishment the product would be sold from.

4).  it will make the audience choose this product over others.

5).  It will inspire the audience to make a healthy choice and make them feel good about this choice. This will, in-turn, create a wider base of consumers and return buyers. 

*  *  *  * 

5 / 12 / 13

OUGD503 / RESPONSIVE
PROJECT PROPOSALS.
10 STEPS RO WRITING A PERSUASIVE PROJECT PROPOSAL.

Pitching and promoting possibilities with in a brief is the main part of communication between a client and a designer.

1). Set clear aims and objectives

 This can be through multiple formats, however has to be done before and creative aspects begin. The aim may be promotion or some form of introduction to gain a larger consumer group and the objectives are the impacts that your project and how it is received creates.

All of these decisions will impact on many things during the making and manufacturing process. What do you intend to do and what do you want to change whilst doing it? What change are you trying to effect? There are specific activities that will allow you to make your change.

2). Be smart -  the definition o objectives.

S - Specific (What exactly needs to be done)

M - Measurable (The achievements have to be evaluated constantly, you need to work out whether you had achieved the goals previously set)

A - Achievable (Resources, scope and scale are within you capabilities)

R - Realistic (The objectives are possible to attain, this is important for motivation)

T - Time bound (The period of time, targets, dates, schedules or timetables are clearerly defined.



3). Use the words from the Brief
Use the language or tone to fire back at the client to help manage a solution by proposing through a language they understand.

4) Justify the need for your proposal
Who is going to want or need your product and do you understand why. Don't make statements that are not relevant to the problem and the proposal. Make sure your statements and decisions are backed up with knowledge and evidence.

5). Describe your audience
Who are they? Where are they? where do they go? What are there interests? Why will the engage with your product? How will the engage with your product? etc.

6) Describe your motivations
When you are are not motivated or ambitious about your project then this will not be presented through your work or how you promoted your work.
Your motivations of financial gains should be present though out your wanting to succeed and earn what you have worked for.

7). Consider the viewer
Use a proposal that has a professional template and layout. Use and appropriate tone and do not repeat yourself.

8).

9). Visualise the ending 
What so you want to achieve as in a physical product. what does the project require? What  criteria do you need to satisfy? What do you want to get from the project such as finical gain, building a reputation and getting contacts.

10). Assume Nothing
The reader of the proposal will not know you, your skills or the context in which you work.Because of this you need to explain everything to about your proposal to ensure that your point is strong.

QUESTION EVERYTHING / ACCEPT NOTHING

WHAT CAN YOU DO / WHAT COULD YOU DO