BA6: 'Forage' Brief by Daniel Mayhew

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Mock Up Concepts:

This for me was the most important part of the process. It allowed me to visualise how the packaging was going to come together. Using a simple net I created, I began to edit both the style, form, functionality and aesthetics to be able to create scaled versions of the product at 30% the size of true scale.

They gave me the ability to see how the type and logos stood out on the box, as well as seeing how the box went together. It was at this point where the idea to use an outer sleeve that slid off sideways was the best way forward just by testing the design and getting a feel for what worked best. It also led me to realise the original concept of the shelf being part of the base folding upwards simply didn’t work cleanly enough for the design. I wanted the design to be functional, beautiful and look simple. So I came up with the design of inserting a lid which by tapering the edges downwards and adding depth, I could create an inner ridge to allow the games accessories to sit proudly on show.

These design decisions I felt allowed the box to progress into a realistic concept. It gave me the confidence to begin production on full scale as well as finalising the design for the logo and stripe detailing throughout the project as an overall theme. I very quickly took the decision to move away from the black colour in the design I was using from the Nike Concept packaging and moved into the white and blue of the Bolton Wanderers kit.

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How I was able to Meet the objectives:

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Puma Packaging: The clever way

Through my research into how the major sports brands package and market their latest top of the line football boots, it is firstly clear to see that Puma always push the boundaries to what materials they use to make their brand stand off the shelves. 

The main concept in the images is the “Evospeed”, which is packaged in an angled lime green perspex with black lid. It allows the product to remain visible whilst being displayed in a conceptually ‘new world’. The technical information on the inside of the lid is designed in a graphic 2d format using monochrome and the lime green to stand out. It allows the packaging and appearance to change through the environment in which it is placed, and will change its look through the change in light, surroundings and contents.

They adapted the concept further when producing the “Evospeed” dual coloured boots. It allows the product to become more than just performance, but about style. The box using perspex highlighting the colour of each boot allows the footwear to become almost like artwork, something of a collectors item and adds a unique appeal to the consumer to bring them a new experience to the brand world of Puma. 

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A closer look into Bolton Wanderers Kit.

Looking into the kit colours more closely, the shirts are very understated. Using a colour combination of pure white and navy blue, the shirt emblazons the clubs sponsor, emblem and shirt provider across the front. However, on closer inspection to the top and socks of the kit, the use of 6 stripes is replicated with the alternate colour used for the main colour. This could be a nice touch to be able to add these stripes into the booklet or outer packaging. There may also be an opportunity to add either the full emblem or possibly a version of the poppy to the front of the box as both a mark of respect and to represent the clubs values further.

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Roys People

Roy's People, Little People, Miniature Art, Miniature Installations, Buy Limited Edition Prints, Original Installations, Buy Original Art, Roy Tyson

Inspiration from a new direction:

Whilst looking into how I could visualise the players and personalities, I found this blog on Design Taxi. It is about a designer called Roy Tyson, who has created a new series of these little figures called “Little Heroes”, visualising these cityscapes with miniature figures he has created and composed into scenes. They all revolve around the theme of being heroes, whether they are helping someone in need, providing support, or simply providing love to their partner through a picnic. 

Looking at this project has helped me realise that the players I am creating don’t necessarily have to be the most detailed and well crafted in the aesthetics of the concept, but the idea and design of our the package is composed and formed is what will make the concept stand out and achieve the effectiveness it can. 

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Packaging of the World is a package design inspiration archive showcasing the best, most interesting and creative work worldwide.

Packaging Inspiration:

During my research into sports concept packaging, I came across this concept packaging used in America. This was designed by Prisma Graphics for Arizona’s bid to host the 2016 National Championship Football game for College Football.

The packaging pulls together the main attractions at the stadium, with the main book sliding out through the bottom just as the pitch at the stadium. The stadium inside shows off the impressive capacity and scale of the construction, whilst the motives around the outside also show off the impressive achievements the team have, proving their heritage and importance in the sport. 

The main reason I like the packaging is it brings about a unique and different concept to just providing a manifesto and rationale to why they want to host the game. It represents what the team and stadium are about, and the attention to detail to bring the concept to fruition makes the concept come to life. Looking at the material of the packaging, I really like the use of the turf to cover the book, but the cardboard used for the box for me lets the product down by looking cheap and mass manufactured. I understand the product has to sustain its shape and be robust through the postal service, but I do feel a cleaner material could have been used to punch up the feel of the box.

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Bolton Wanderers: A brief History through their Kits

Targetting Rick Banks for my project, I feel it is important to target his passions in order to try and appeal. Using football I feel is perfect to gain his attention, but I need to go further. I had an idea to use his beloved Bolton Wanderers (his favourite team as found out during his talk lecture last term), by using the colours as part of the concept. Looking through the kits, it is obvious the colour scheme should be focused around the white and navy blue scheme. This could be through the booklet, players, and/or the packaging itself.

One concept I feel would also add a personal touch is to use the opportunity of the game to create two teams of players; a team of me in Norwich City FC colours vs a team of Rick Banks in Bolton Wanderers FC colours. I could create a sticker decal kit so Rick could add the faces of us onto the players, and could also add the club emblems and shirt numbers. 

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Nike The Opening Packaging

How could I package my concept?

Striking. The colour combination of the sleeve and box combining with the type hierarchy complement each other perfectly. I love the use of the gold and black giving the essence of richness and power that the brand of ‘Nike’ represents to so many across the globe. You feel that you are buying a unique and ‘special’ product. It shows the quality of the product. 

This has given me the idea to create a brand to go with my concept of my own brand of subbuteo to target the footballing passion of Rick’s. By using this shape of packaging, it could represent a football boot box, and using clever language to indicate football and design in the same phrase such as:  “Boot up. Play”. 

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These are the inspiration behind the Mother Minatures that were created by the studio Mother London. What I like about these products is the tangibility and level of interaction you have with the product. Unless you are a specialist, the figures will never look the same s the way thew manufacturer makes them, yet this is the fun of the concept. I like the idea of being able to provide different sets of paints, kits and decals with a product to make it fully adaptable according to the characteristics and personalities of the user.

It also provides a certain level of skill, dedication and an eye for detail. The graphics on the front put me off slightly, but this is because I would want to look at it and build something fun and playful, whereas these are targeted at collectors, hobbyists and model makers, so the packaging is targeting an audience who have mostly already invested and understand the brand. It isn’t overcomplicated, but has the companies identity. When placed against the other UK products such as Airfix and Hornby, these stand out due to the clean white packaging and drawn graphic of the content as opposed to imagery of a kit in a built state and photographed.

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‘Mother Minatures’: Mother London

Being inspired by the Tamiya kits, Mother London studio brought out these kits based on the late 90′s and the world cup. It was a way of promoting the studio and the World Cup, but more importantly to highlight the fan culture at the time. To me it shows and represents how anyone can be a football hooligan, and how peoples perceptions change according to characteristics and team they support. The purity of the white gives a ‘blank canvas’ where the purchaser can add stickers, paints and decals to create themselves. Everything about this kit has taken reference from the Tamiya kits, including the typeface and logo design which replicates the japanese manufacturers design.

The graphics are really interesting on the front as it gives this ‘thug’ type appearance, stereotyping the average ‘football hooligan’. What I like best about this kit is the hands and arms which are separate to the body, requiring assembly. Yet when you look at them closely, they are portraying obscene gestures and swearing, giving real personality and providing a shock factor to the product to drive the concept home. It also makes me think that other countries could also be visualised and created to be allow the purchaser to be able to collect a set of countries.

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Rick Banks: ‘Creep’ Posters Project

These follow a clear concept. The aesthetics of the posters during the day themselves are typographically striking, yet not overworked and are clear to understand. Yet the concept is built around what you can't see, mimicking the theme of horror movies. When viewed in the dark (again the setting for all horror films), these posters brilliantly bring to life the characters which come out to commit the horrific killings in the films. 

The fundamentals of the project represent the work Face 37 and Rick Banks create perfectly in my opinion. It is an idea that pushes the concept. The simplicity of the names look striking enough but require more visual imagery to be able to sell the product, but the way the posters become alive and allow the audience to react and interact with them gives them a far greater purpose. Using the technique of screen printing the glow in the dark faces on is something we can all achieve, so gives me the inspiration to try and achieve what he has done and showcase my ideas to him. The additional touch of the way the text is cropped at the top and bottom to represent rolling movie credits finishes the posters off in an understanding manner. It shows the research and depth of knowledge needed to think about the content, vehicle and message to create a powerful product.

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This is one of the reasons why I like looking at Marc Quinn. He was commissioned to re-create the ‘Alison Lapper’ “Pregnant” statue for the opening ceremony of the 2012 Paralympic Games in London. The scale of the project is incredible.The reason I have such an interest in his work, and projects such as this, is the space in which they sit. With the advances of modern day technology and the digital world, the physical visualisation to me has become more beautiful. This is an iconic statue, but for me what it lacks is his personality and evolution from the original concept. This could be due to the client purely wanting a replica (more than likely), but for me I would be more inspired to seeing how he could push the project further to maybe incorporate more of an individual identity, which is the pinnacle concept of the Paralympic Games.

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How about Rick Banks then?

Rick Banks. Founder of Face 37 is someone who changed my outlook on design. I feel he has been the most potent and mind catching guest speaker at out talk lecture series. The work he has achieved since he left university around 8 years ago to work for some of the biggest and interesting clients to me is inspiring. This therefore could be another direction I could take with this project, by trying to catch his attention with something of beauty with a concise clear concept idea behind it, as that is how he works. Incorporating football or a small indication towards one of his projects may also be a good way in to get noticed. Also being based in London is ideal as I would be able to take a trip to his studio or the area if I want to target these in person, or if I was to be able to work with him on a project. This could be a more realistic idea than targeting Marc Quinn as this way the contact details are accessible, the location is manageable and with his links to the university as well, this provides a small instep into communications. 

The focuses for any project I aim at Rick have to be clear. The projects he creates are founded on beautiful aesthetics backed up by a strong concept. Face 37 is an idea based studio, so this has to be king my what I propose to create. I also feel it is key to try and use either references to his work, or to use his interest in football, cars and motorbikes to be able to create a rapport (these are also my key interests, which is what makes me more interested in working with Rick). 

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Where do I Begin?

This brief for me is more about the beginning of my creative career. Let me explain. I believe this brief in my own opinion is where I need to target the creative sector I want to work in, whether it is advertising, branding, communication, technical, as well as the type of environment I want to work in such as a small studio, big agency or simply to work with a number of creative individuals or teams whilst working freelance with clients. 

As such, this is a brief where I need to work out my goals in life, what I aim to achieve and effectively my careers direction. Sure this can change, but to start early and strive to work closely with individuals by showcasing my skills to them through this brief is the perfect stepping stone, and could also lead to key experiences and work during the summer break. 

So to begin this task, I need to work out who it is I want to target. Having begun looking into model making in my last project for ‘Make Your Mark’, I felt it was a unique sector I feel I would like to trial and test myself further in, using my idea creations and merging interests in advertising and branding to create a new unique experience for shoppers, corporate brands and also the private sector. 

For this, I have continued to look into the work of Marc Quinn from last semester, who's project ‘Self’ inspired my ‘Head On’ project. By working with someone like this who combines the very essence of a strong visual idea with the creating of something that is beautiful in the physical form, I feel I could evolve and adapt my progress well by becoming his assistant. This is something I want to explore further and see where it takes me.