Week 4: Design Approach

Now, following from the key points raised in our BIB:

- Macrotrends:
1) People want something New
2) People want fused flavours
- Emphasise NZ-made
- Challenge Farmbake on their homemade ideals

as well as a newly established macrotrend:

1. Simpler Pleasures. Consumers are reassessing their needs and going back to basics, by finding more pleasure in simpler food. There has been a shift towards home cooking, with food bringing family and friends together. Where consumers shop has also been affected, with the so-called "hourglass model" still in effect. This relates to growth on the budget and premium sides, but the center ground being squeezed. Value packaging and "good value" claims on the products themselves and in-store value promotions are prospering.

as well as our now developed Brand Essence:
"Kiwi Kravings is the snacker in all of us, young and old, who want to relive those moments after school at grans, mixed with the iconic New Zealand flavours we know and love."

We have now begun our iterative process to design our response to this research.

This is our first concept:

The elements were all influenced by different sources:

The font is imfluenced by NZ artists Ralph Hotere, Dick Frizelle and Colin McMahon.

We feel that the paper bag idea is cool as it convey's the brown lunch bag-feel from like the 60's, the the housewife mother would prepare as the children ran out the door to the bus.
We also feel like not stretching too far from the Ernest Adams banner as it would become harder to market an almost original brand.


Other concepts were: