Week 7: Presentation Feedback

New Logo drafts above.

From the feedback from the presentation, we found some minor issues and discovered new ideas to further improve our products. First issue was the logo needed more refinement, as it made more sense to make the wave graphic cut into the text rather than sit alone.  Then through this change it made it more suitable to our brand and it allows the logo to be scaled down without losing too much detail. Another issue was with our market stall construction wise. It would be easier and stronger to make it three separate pieces rather than two which is an easy fix. Also we were advised that if we were to paint the cardboard of our market stall, test how it would look first as it does not appear as cleanly as you would imagine.

The concept of the market stall being similar to a wave through the varying layers was considered well done, and then bringing all the products together through a tropical beach theme was also good. Also our product line is suitable for the target market, as the people attending the market are young adults and people who consider themselves ahead of the trends.

As for the products themselves, the gift bottle product idea only needed thoughts on what to write on the small paper that hangs from the cork. An idea that stood out was to write something Australian or something motivational.

For the styluses, a suggestion of creating a multi-purpose pouch made out of cut up surf board shorts as the material, instead of using a slim plastic sleeve.

The beanies also received a similar suggestion of using a cut out of material from surf board shorts as the base of the design, and then have the brand logo sit on top of the cut out.

The hand boards were not touched upon as the board by itself already has a tropical exotic image which is what we were aiming for.

Week 6: Brand Overview & Ocka Presentation

Homework: Solidify your concepts for your overall market stall and products/packaging. Create a group presentation for next week (PPT or PDF) to show the class and your tutors for feedback. Presentations will be approx. 5- 10 mins. and need to give an overall concept of your brand, stall, individual products and packaging. For your blog entry you can upload a link to the presentation and a brief overview of your brand (1 paragraph).

Link to Presentation:

https://docs.google.com/document/d/1e3TmXF3VLLaHSlfXbkBtqBYUSMc_5syE1y90qybXaRA/edit?usp=sharing

As our brand is based in Australia, we decided on a name that fit this. "Ocka" is a spin off from the word 'ocker' which refers to an "Australian who speaks and acts in an uncultured manner, using a broad Australian accent" (Wikipedia, 2015). Our products are only exclusive to our store, giving off a tropical and exotic feel which was the reasoning behind the logo design. The logo has a messy typeface to fit the rustic image, and the wave graphic refers to the exotic element. Our product line is a gift bottle, styluses with a pouch, beanies and a hand-board. The market stall was made to look similar to waves, as the layers of shelves reflects the different sized waves.



Bibliography:
Wikipedia,. (2015). Ocker. Retrieved 21 September 2015, from https://en.wikipedia.org/wiki/Ocker

Week 5: Adriano Zumbo Analysis

Homework: The whole concept: branding, packaging and display. Research a company from the list below that have won national and international awards for their overall retail concept. Discuss why these brands are successful by answering the questions below:

How does the company integrate packaging, branding and display to give you an all round idea of their brand?

Every product bought has a small branding with either 'Zumbo' or 'AZ' on it, showcasing to any onlookers that the product is from Zumbo. Then due to the unique shopfront and products, the customer creates a fashion statement as they walk around with a Zumbo package. Since the packaging is bold and it is clear that it is from Zumbo, and even the food is branded despite the size.The brand design itself is clean and simple, making it easily readable and identifiable due to the bright colours.

What does the brand "say" to the customer and why would someone pay more for this brand than another brand selling a similar product?

The Zumbo brand has a strong image of odd and uniqueness combined. This image is created through the exclusive products only found at Zumbo, combined with the interesting store. The products are also laid out cleanly and organised giving off a professional feel. Overall when someone buys Zumbo brand product, they buy it for the sense of exclusiveness. As any other similar product does not feel the same, as they do not carry the strong image of oddity and imagination.





What materials have they used to achieve the overall "look" and feel of the interior and what does this "say" about the company?

Zumbo focuses on how the product is seen in all views, from the shopfront, in the store and the packaging. The shop is very bold due to the unique design of the walls, drawing in customers due to reflective light that is bounced off the walls creating a glossy feel similar to the glossiness of the products sold inside. The glossy feature wall is made out of metal that has been made from a vacuum (Idea-awards.com.au, 2015), giving a unique texture and bubbly feel to the shop. Also a piece of old furniture is displayed outside. It resembles a old sofa that has been turned into a marshmallow with a waffle. The piece of furniture has a unique design and the odd vibe it has adds to the unique concept of Zumbo products. The display of the products is well light and organised, giving off a professional feel.

The packaging is usually a clean white cardboard box that fits perfectly to the product the customer purchased. The cardboard used is glossy and it feels solid, giving off a premium quality image. The brand is on the outside as well as the inside to display that the product was bought from Zumbo. The packaging is simple yet it is executed to perfection, the brand itself is not too intruding it is more subtle, allowing the products to be the main highlight.





The Zumbo brand is successful due to how much care they put into perfecting every element of their brand. The products themselves are made with extreme precision, and also question the imagination of the creator, peaking the interest of viewers. The shop is made to match the exclusive products due to the glossy feature wall, adding a unique experience to the shop as the glossiness enchants customers with a odd vibe. The packaging of the product is sharp and professional, the design is kept simple which allows the product to stand out. The brand is then showcased on the bags as they are bright orange with a large Zumbo logo on each side. Overall the Zumbo brand is successful as they create a strong unique image that surrounds the brand through perfecting every element.


Bibliography:

Deliciousfoodandtravel.files.wordpress.com,. (2015). Retrieved 14 September 2015, from https://deliciousfoodandtravel.files.wordpress.com/2013/11/img_0430.jpg

Fatboo.com,. (2015). Retrieved 14 September 2015, from http://fatboo.com/wp-content/uploads/2014/05/Adriano-Zumbo-Patisserie-South-Yarra-0705.jpg

Idea-awards.com.au,. (2015). Retrieved 14 September 2015, from http://www.idea-awards.com.au/wp-content/uploads/2014/08/heroelenburg.jpg


Idea-awards.com.au,. (2015). Adriano Zumbo Patisserie |. Retrieved 14 September 2015, from http://www.idea-awards.com.au/2014/adriano-zumbo-patisserie-3/

Melhotornot.com,. (2015). Retrieved 14 September 2015, from http://www.melhotornot.com/wp-content/uploads/Zumbo3.jpg

Morsels.com.au,. (2015). Retrieved 14 September 2015, from http://morsels.com.au/wp-content/uploads/2014/06/DSCF1437.jpg

Travellivelearn.com,. (2015). Retrieved 14 September 2015, from http://www.travellivelearn.com/wp-content/uploads/2014/07/Adriano-Zumbo-Macaroons-1024x768.jpg

Week 4: Market Stall Development

Homework: Work with your groups to create a mood board and overall concept for your market stall. The mood board should give an overall concept of the feel and context of your brand. Your blog entry should define your target audience and give examples of other retail displays, materials and packaging that inspire you and create the "brand feel" that you would like your stall to have.

The market stall concept was made with the focus on displaying the full product with the least obstructions, while still allowing customers to interact with the product. The ideas were based around the circular stall at T2, which allowed the customers to touch and easily view multiple products at once. Our brand will have a rustic indie vibe to it. Focusing on the wooden texture and rough cardboard combined with the drops of colour throughout.

The feeling of a brand is meant to be of a warm exotic mood, as the products we’re offering are unique to this event only. The main colour theme of the products will be of brown, black, white, and warm colours such as red. 

Our target audience is the middle to high class people attending market. The general idea behind our products is to be exclusive and indie. Then this exclusiveness will capture the customer’s attention, as the products are not found anywhere else. 

The material of our stall would be cardboard that is either plain raw with no spray painting, or painted white to be eye catching, while still allowing our own products to be the highlight. As our products focus on being somewhat ‘hip’, meaning the raw rough cardboard look would add to the rustic feel of our products.

Week 3: What makes a successful retail display?

Homework: Retail display research: What makes a successful retail display? Visit your local supermarket and have a look at how products are displayed. Pay special attention to how supermarkets use temporary cardboard displays to give emphasis to specials or new products. Answer the following questions:How does the display of products in a supermarket vary?What does the display say about the products (ie. how are the vegetables displayed and how does this convey an idea about "freshness")?What visual clues are given in a supermarket display to make you feel something about a product (ie. excitement because the product is "new" or to give you an idea about the "quality" or "freshness" of a product)? 

Products in the supermarket are displayed with emphasis on the overwhelming amount of each product. Regular product displays are kept fairly compact displaying up to ten boxes of one product depending on the size, however if a new product arrived it is then displayed in abundance similar to the produce. By displaying the product in overwhelming amounts it portrays that the product is good enough to be ordered in such large amounts, meaning the product must be high quality. Bright lighting is also used to help emphasize the quality of the product, as the boxes tend to have a glossy texture which bounces the light off.Another way they promote new or supporting products is to display them in an area where they would not normally be found, however it relates to the products it sits around. For instance healthy crackers has a small stand near the produce section, as they help promote a healthy diet meaning it is suitable for that area as produce surrounds it. 


As for produce, they are all laid out in plastic crates, the crates can also have grooves shaped to the produce depending on what it is. The plastic crates that hold the produce are then covered by a cardboard box with a wooden texture. This wooden texture gives off the impression that the produce was just taken off the farm, and through stacking multiple boxes helps to confirm this image. Also a new addition is adding a fake bed of leaves to help cover the plastic crate that sits in the cardboard box, this helps to emphasis the freshness of the product due to the vivid green colour of the fake leafs. The colour green being associated with freshness commonly. Also the produce is always completely filled up, giving off the impression that they were just stocked which adds to the sense of freshness. As without the overwhelming amount of produce filling the crates, the customer no longer feels that the produce is new as it might be the leftovers.

The addition of cardboard boxes to help support the freshness of the produce is even used despite the produce already having its own personal packaging.

Now comparing how supermarkets display products to T2 Tea, the different is very noticeable. Supermarkets tend to be overwhelming the customer with the amount of products they offer, while displaying them in such abundance gives off the idea of freshness and good quality as they stocked a large amount of it. Whereas T2 displays their products minimally by only displaying small sections of their products, without the assistance of bright lighting or large price tags to support the sales of the product. However T2 has a different target audience, meaning the subtle displaying of products is effective towards their audience. Supermarkets approach to displaying products is effective to their audience, as they have to appeal to a much larger audience meaning they have to account to all different types of people.

Week 3: Mood Board for Potential Product

Week 2: T2 Tea vs Lipton Tea

Entering the T2 store is a soothing experience as the entire store is covered with black shelves filled with bright coloured products. The bright colours are not over the top as they are toned down by the low lighting of the store. The soft smell of tea surrounds the store and the music adds to the atmosphere, as your eyes adjust to the low light. The store then becomes a dark abundance of tea for customers to scan the multiple black rustic wooden shelving in search for their preferences.

T2 using a basic packaging with emphasis on the cube shape to package their tea. The bright colours of the cubes create a bold statement combined with an easy to read logo, while the rest of the products are black with the coloured logo. The minimalist style for the packaging allows the bright colour to stand out against the black shelving and low lighting. The cardboard used for the cubed packaging is slightly glossy and feels high quality. The resealable tea bags are made of a sturdy glossy plastic and the tins are made out of metal that is cool to when felt and has a weight to it.

On top of the high quality packaging, they give buyers a free bright orange bags with the logo for people that by the product. The bags are a good quality glossy paper bag with a cardboard string handle, the bright orange colour with the large logo is easily noticeable and acts as a fashion statement. Furthermore the store offers free gift wrapping with a Japanese red wrapping paper with a sticker belt, ribbon and a button to finish. The amount of consideration used to package and present tea gives off the impression that the tea sold in the store is of the highest quality. Combined with free tea samples and tea laid out in small boxes for customers to actually touch and smell the tea helps to confirm their image of quality.

Lipton tea does not come with any special experience as it just sits out in the open with a low price tag and bright yellow box to draw people in.

Lipton tea sold in the supermarket consists of a bright yellow box with a large red logo wrapped in a thin plastic sheet to seal the tea freshness inside. Lipton does stand out with the bright yellow box when walking through the supermarket, as no other tea uses this colour. Lipton is one of the rare tea brands that wraps their entire box with plastic sheeting giving the box extra glossiness. Also the box itself is made with a sturdy good quality cardboard. This gives off the impression of what is inside the box is very fresh and good quality due to the excessive packaging. The price of Lipton tea is slightly higher than its competition, however due to more emphasis on packaging, the price increase does effect its sales negatively.

Overall T2 treats their products with the utmost care as their high quality packaging lives up to the expectation of holding high quality tea. Despite high cost for example $14:00 for 40 cups compared to the $6:50 for 100 cups from Lipton Tea, the good quality packaging and the experience of the store itself, leads people to buy the product as the packaging is valued equally as important as the product, which shows throughout the store. Lipton does still get sales by offering high quality packaging for a cheap price, through standing out with the glossiness of the plastic sheet covering. Considering the cost of Lipton tea, the packaging quality is equal to T2, however the graphical side gives off a different feel to the product. The graphics and T2 suggest a modern fresh type of tea that is only exclusive to their brand, whereas Lipton seems like a more improved version of any other generic tea brand.