Initial Ideas and Feedback

name

Idea 1: Colour-schemed cards• The colour of the food links in with the overall colour scheme of the recipe card. The image and the

colour blocks on the card are embossed so the viewer can tell that the colour is linked together. Although the design between the cards will be the same, so the consumer knows they are a set, the colour will be different on each one.

Feedback 1What do you like about the idea? I like the idea of mimicking colour from the image/recipe into the overall design.

What areas of the idea could be developed?Some idea of the sort of food that would be used could be beneficial. Reference if the colours would be based around a theme (though you reference colours will be different, will they be related- different hues or deliberately contrasting colours. Mention if you will choose recipes based upon their colour or if you will colour the cards in reference to the photo.What do you find interesting about the idea? Could be a really nice set of consistently designed cards with no restrictions regarding the recipes you could employ

Idea 2: Main Course and a desert/starter

• This idea means two recipe cards for one meal. This will either be a main course and a desert or a starter and a main course. This will feature either a running colour scheme or an ingredient that is featured in both recipes. The dishes will have to work well together. This will then be 4 sets of 2 recipe cards.

Feedback 2What do you like about the idea? I like the idea of a running ingredient that is present in both recipes. Different courses of the same meal is a concept I haven't seen explored before which could lead to interesting design opportunities

What areas of the idea could be developed?You only reference doing two cards (two courses for the same meal) and the brief requires you to produce 8 recipe cards. You could avoid this issue by doing 4 2 course meals or one massive 8 course meal. What do you find interesting about the idea?Cards which are related through their relation to each other in pairs could be really interesting visually

Idea 3: Quorn• This idea comes from the primary research, where we found that some meat eaters would happily use

Quorn as a meat substitute. This is where the idea of using recipes that are typically use meat, but use Quorn instead of the meat. This could broaden our audience. This could also be good promotion for a company like Quorn. Each recipe features a different kind of Quorn-based product e.g. chicken pieces. Quorn products are VegSoc certified which fits very well with this idea.

Feedback 3What do you like about the idea? Excellently conceived with reference to research and how it fits within the brief. Your discussion of attracting meat eaters as well could be an interesting audience to include within your work.

What areas of the idea could be developed?This idea could reference some aspect of design

What do you find interesting about the idea?Its well thought out and could attract both vegetarians and meat eaters. An idea that would appeal to the client as it could expand the population of vegetarians in the world

Idea 4: All around the world • We feature eight different dishes that are vegetarian alternatives to eight different countries traditional

dishes. The colour scheme of the cards will be feature colours that are from the countries flag. Countries that could be used include America (famous for their fries & burgers) & Mexico (fajitas & tortilla chips). We would incorporate these into recipes. With the American one, you could incorporate the stars & stripes in the style of Blobs & Stars. This adds a stylized feel to the overall look of the recipe card.

USA

Feedback 4What do you like about the idea? Really nice concept that could lead to some interesting designs, incorporating the different colour schemes of the countries featured.

What areas of the idea could be developed?All the different flags featured could lead to confusion regarding these recipes being part of a set. You could reconsider how the flag could be used within the card whilst still employing an overall consistent colour scheme.

What do you find interesting about the idea?Choosing signature dishes from across the world with meat substitutes could allow you to feature a diverse range of food rather than basing all the cards around a theme/food/course

Idea 5: Adult and Child• This idea again features the idea of four sets of two recipe cards. The recipes are similar, but are a child and adult version of one another. This will

allow the child to get involved with the cooking. The recipe card for the child could take advantage of many different finishes, such as die cuts which would be in the shape of the food and laminating which would protect the card from being ruined by the child. This would also be seen as interesting by the child. We could also take advantage of bright colours and large fonts for the child's recipe card, as they would be attracted to this. This is a way to get children into the idea of vegetarianism. Although using die cuts & laminates may be expensive, it would be worth it to get them involved. The recipes would have to be child-friendly and exciting, which limits the ingredients we could use. Children are not typically fans of vegetables, so we could disguise the vegetables by e.g. changing the names of them on the child card.

• Although the idea of having two cards for each recipe, this also limits the amount of recipes we can do (because we can only make 8 cards). This idea could also be done with all eight cards, with one card for each recipe by making it child & adult friendly at the same time.

• Although this idea could be complicated & challenging, it would also be very interesting & exciting to produce. During the secondary research I did not find anything like this already currently on the market.

The child card is in the shape of a cauliflower.

This adult one features the recipe and an image of the results, the ingredients& method. This will also be found on the children's card, but much simpler.

Feedback 5What do you like about the idea? This is really unique and an idea which I haven't seen explored before in the unit or in existing products. It is well considered, refers to product research and considers the adult audience of vegetarian products who have children.

What areas of the idea could be developed?Though this may already be part of the concept- I would make the child menu part of the overall recipe. Assign basic and safe tasks for the child menu that can then be incorporated into the larger menu (washing vegetables, breaking up chocolate, mixing ingredients etc)What do you find interesting about the idea?Making a child version of part of the menu could allow for a more diverse range of design choices and would allow you to demonstrate your ability to produce work for a range of audiences.

Idea 6: Seasons• This also uses the idea of using 4 sets of two cards, but this idea features two different courses for each

meal. The meals are inspired by seasons, rather than a colour scheme or a particular ingredient. The seasons are winter, autumn, summer & spring. We produce two different recipes for each season. Within the seasons, you find key colours & meals usually produced during this time. We could also incorporate a seasonal vegetable for that time of year. An example of this would be the pumpkin, which is associated with Autumn.

Feedback 6What do you like about the idea? Great idea with the seasonal ingredient. Could be very interesting to design for different times of year

What areas of the idea could be developed?Consider employing graphical elements linked with the time of year featured. This theme will also potentially limit when the recipes could be used. Will they only use summer recipe in summer etc.What do you find interesting about the idea?I like the idea of creating recipes that are different courses of the same meal.

Idea 7: 1 key ingredient or ‘Vegetable of the month’.

• These eight recipe cards will feature one key ingredient. A running colour scheme which would be the same colour as the ingredient. Some of these could be main courses, desserts & starter, which should give some variation. An example of this would be a cucumber. The cucumber would have to be featured in each dish. A ‘logo’ will be put on each recipe card of the key ingredient found in each dish.

Feedback 7What do you like about the idea? I like the consistent application of one ingredient. It could link to some British grown food that is easily accessible or grown in an allotment (by the user of the card potentially)

What areas of the idea could be developed?This could limit the type of course you could explore (you would most likely have to stick with savoury food if an ingredient is chosen which doesn’t lend itself to desserts)What do you find interesting about the idea?Including a consistent ingredient could allow you to feature it heavily in the design concepts (banners, colour scheme etc)

• The back of each quick design will look like the mock up on the right here:

Title

Cooking timePrep time

Method

Ingredients and tools needed

Vegsoc logo & details

Image of food

Summary of FeedbackWhat do you agree with from your feedback?I agree with most of the things that were said, especially the feedback I received for my fifth idea. I agree with what the person giving me feedback said about my Quorn idea: this could ‘fit in with both vegetarians and meat eaters’. I could incorporate this into our final idea. My fifth idea was my most thought out and my personal favourite idea overall.

What do you disagree with from your feedback?With my seventh idea the person giving me feedback stated that ‘this could limit the type of course you could explore’. I disagree with this because I can still explore many different kinds of dishes within this idea. Something mentioned often in my feedback is how the theme is going to holdback the kind of dishes I can produce, I agree with this yes but it is still the whole point that the recipe cards have to have a theme & the ingredients have to fit in with this theme.

Idea EvaluationWhich idea that you came up with is your favourite and why?My personal favourite idea overall the parent and child card because it will feature a lot of design tasks, which will be challenging yet exciting to do. I also like the idea of having, in a way, two different audiences that we will have to cater the recipe for. Like mentioned in the feedback, it is ‘really unique and an idea which I haven't seen explored before in the unit or in existing products’. This makes me want to use this idea even more.

Which idea, that your team came up with, is your favourite and why?We have decided to go with the parent and child idea for the reasons stated above. We both found that it would be the best idea & it would allow us to be creative, more so than any other idea we had come up with.

Developed Idea 1The idea, like explained before, is that there are two separate cards for the parent and child. Whilst the parents card will feature the full recipe & method, the child card will feature instructions that a child will be able to do safely. As there are two cards for each recipe, this will mean four sets of two cards. The recipes included will be vegetarian & will feature a main vegetable ingredient. Looking at recipes, we have found some that are typically popular with children, for example a pizza that features tomatoes. This main ingredient of tomato will also come into the design & colour scheme of the recipe cards. When thinking of the design, the child's card will feature the embossment of a tomato at the top of the recipe card (it will be in the shape of a tomato). On the right, you can see that there is the shape of a broccoli, which is similar to what the child cards will look like. This will be the inspiration for the other 4 child-friendly recipe cards. The parent card will follow the colour scheme of the vegetable e.g. green for broccoli. Other than the colour scheme, each card will have the same design & layout, which can be seen on the right. This design is inspired by the recipe cards we have already analyzed, which were made by VegSoc (our client). The main idea behind this is trying to create a recipe that is child-friendly and also will possibly make the child want to be a vegetarian (although this is not necessary). The cards are also useful if 1) the parent(s) are vegetarians 2) the child is interested in cooking & they want a safe way to do this & 3) the parent wants to involve the child in cooking. For the parent recipe card, I will use a san-serif font. One of the fonts I have looked at is the one I have used on the mock-up image on the right, which is titled Champagne & Limousines. I find this font to be modern & suits the overall look of the recipe card. For the child recipe card, I will be using a serif font which will look child-like and handwritten, as the audience is different to the parent card. I have looked at fonts such as chalk duster & PWPerspective, which can be seen on the right.

TOMATO

BROCCOLI

CARROT

CABBAGE

Developed Idea 2My second developed idea is the Quorn idea. With this, I wan to produce 8 well-known meals but use the Quorn products as meat substitutes. These recipes will hopefully inspire some meat-eaters to become a vegetarian if they enjoy the recipes. Recipes I could use include Bangers & Mash, which will use Quorn sausages instead of real sausages. In this recipe you will also be taught how to make a vegetarian gravy. Thinking about colour scheme, you would expect to find green & the colours of the cooked Quorn in each meal. I was thinking about using a basil leaf in each meal to link the green with something. The same green will be found on each recipe card, which links them together. The Quorn logo will also be found on the back and front of each recipe card. You can see this on the mock-up image on the right. Thinking about fonts, because of the target audience (adults), I will use a san-serif font which is modern. An example of this would be the Champagne & Limousines font, which is a typical font used on a product like this (you can see the font on the right). Basic layouts will be very similar to the products already made by VegSoc, which in the brief states what typical codes & conventions their recipe cards look like (which you can see on the right). A large image and on the front with two colour blocks. In the bottom right you can see a quick mock-up I made, which is what you could expect if I went with this idea. Image style would also be similar, just like the one you can see in the VegSoc recipe card.

MEAT

VEG

TreatmentIdea Treatment:

Theme: Parent & Child My overall theme is Parent & Child. The main idea behind this is that I could not find a set of recipe cards that catered to a vegetarian family which has cards for the parent & the child. I want to create this. Four parent cards & four child cards will be produced, both being for the same recipe. The theme circles around one type of vegetable e.g. a red recipe card for a recipe that uses tomatoes as a main ingredient. I would say that the theme is made to make vegetables exciting and interesting to a child & that they do taste good. Colours will allow the audience member to know they are part of a set, as will the layout of the adult designs (which will be the same for all of them). A logo will also be created for each recipe card. As you stated, it was important that the audience knows they are part of a set.

Audience:My overall audience will be vegetarian families that are trying to get their child/children involved in cooking or try to get them to eat vegetables as they typically do not enjoy this kind of ingredient. During primary research, we found that women are slightly more likely to be vegetarian & also that the families that are typically vegetarian are middle class (ABC1). We stereotypically associate cooking with the female gender too, although that isn't our only target for the parent. We are targeting our product at this. We found this is also audience for your individual recipe cards. We are leading on from this & broadening your audience.

Production Methods: To make the recipe cards, we will use a mix of two Adobe programs: Photoshop & Illustrator. Using both these programs will allow us to produce the best looking recipe cards possible. Photoshop will be used for the overall design, whereas we will use Illustrator for the text & then merge together. We will be using recycled paper with a bio-degradable laminate, like mentioned in the brief. Although this can be expensive, it is worth it for a great product that will be durable for the target audience. We will also use embossing when producing the child’s recipe card, as it needs to look like the vegetable in the recipe. We have followed the typical codes and conventions that you expect from a recipe card for your company e.g. the placement of icons & images. We have been given between two & three weeks to make these recipe cards, which should be enough time for two people to make 4 high quality recipe cards each.

Assessment of final ideasSuitable for audience?The product fits really well for the audience targeted. It is fun and gets both the parent and the child involved in cooking healthy food, whilst also promoting vegetarianism.

Suitability for client?The product is suitable for the client as it doesn’t go against the given brief, but does incorporate some personal ideas which work really well.

Appeal of the design:The design described in the treatment sounds really good and detailed and I feel as if the product will come out really well and fits really well with the Vegsoc brief.

Timescales for production:The given timescale seems like a good time and as the idea is already very organised, the product will be completed within the 2/3 weeks given.

Cost of any specialist work (laminating, varnishing, die-cutting):The product is planned to be laminated and die-cut. This would bring up a small charge but will be easily given back when the final product is made and the company pay the wage.

Practical to produce in large runs?It isn’t as practical to produce due to the impractical shape of some of the cards, but this isn’t that important as the audience is quite small so not as many cards will have to be made.

Assessment of final ideasAvailable resources:The resources needed are the computer applications, Photoshop and Illustrator, which are fairly easy to get and are also very useful. Getting hold of a laminator will also be simple. It is planned to use die-cutting in the product, this will be slightly more difficult to find but you will be able to get it.

Quality factors: The only thing that could affect the quality is the timescale given, although I don’t think that this will be a disadvantage and hinder the quality of the product, it is a risk.

Legal and ethical issues: The legal and/or ethical issues that could be faced during the production of the product is false advertising, this is when something is untruly promoted and tells the audience that something is something when it isn’t. Another issue that could arise is copyright, for example if a recipe or a stock image is used that belongs to someone else, this would become a problem.

Final Group IdeaThe idea, like explained before, is that there are two separate cards for the parent and child. Whilst the parents card will feature the full recipe & method, the child card will feature instructions that a child will be able to do safely. As there are two cards for each recipe, this will mean four sets of two cards. The recipes included will be vegetarian & will feature a main vegetable ingredient. Looking at recipes, we have found some that are typically popular with children, for example a pizza that features tomatoes. This main ingredient of tomato will also come into the design & colour scheme of the recipe cards. When thinking of the design, the child's card will feature the embossment of a tomato at the top of the recipe card (it will be in the shape of a tomato). On the right, you can see that there is the shape of a broccoli, which is similar to what the child cards will look like. This will be the inspiration for the other 4 child-friendly recipe cards. The parent card will follow the colour scheme of the vegetable e.g. green for broccoli. Other than the colour scheme, each card will have the same design & layout, which can be seen on the right. This design is inspired by the recipe cards we have already analyzed, which were made by VegSoc (our client). The main idea behind this is trying to create a recipe that is child-friendly and also will possibly make the child want to be a vegetarian (although this is not necessary). The cards are also useful if 1) the parent(s) are vegetarians 2) the child is interested in cooking & they want a safe way to do this & 3) the parent wants to involve the child in cooking. For the parent recipe card, I will use a san-serif font. One of the fonts I have looked at is the one I have used on the mock-up image on the right, which is titled Champagne & Limousines. I find this font to be modern & suits the overall look of the recipe card. For the child recipe card, I will be using a serif font which will look child-like and handwritten, as the audience is different to the parent card. I have looked at fonts such as chalk duster & PWPerspective, which can be seen on the right.

TreatmentIdea Treatment:

Theme: Parent & Child My overall theme is Parent & Child. The main idea behind this is that I could not find a set of recipe cards that catered to a vegetarian family which has cards for the parent & the child. I want to create this. Four parent cards & four child cards will be produced, both being for the same recipe. The theme circles around one type of vegetable e.g. a red recipe card for a recipe that uses tomatoes as a main ingredient. I would say that the theme is made to make vegetables exciting and interesting to a child & that they do taste good. Colours will allow the audience member to know they are part of a set, as will the layout of the adult designs (which will be the same for all of them). A logo will also be created for each recipe card. As you stated, it was important that the audience knows they are part of a set.

Audience:My overall audience will be vegetarian families that are trying to get their child/children involved in cooking or try to get them to eat vegetables as they typically do not enjoy this kind of ingredient. During primary research, we found that women are slightly more likely to be vegetarian & also that the families that are typically vegetarian are middle class (ABC1). We stereotypically associate cooking with the female gender too, although that isn't our only target for the parent. We are targeting our product at this. We found this is also audience for your individual recipe cards. We are leading on from this & broadening your audience.

Production Methods: To make the recipe cards, we will use a mix of two Adobe programs: Photoshop & Illustrator. Using both these programs will allow us to produce the best looking recipe cards possible. Photoshop will be used for the overall design, whereas we will use Illustrator for the text & then merge together. We will be using recycled paper with a bio-degradable laminate, like mentioned in the brief. Although this can be expensive, it is worth it for a great product that will be durable for the target audience. We will also use embossing when producing the child’s recipe card, as it needs to look like the vegetable in the recipe. We have followed the typical codes and conventions that you expect from a recipe card for your company e.g. the placement of icons & images. We have been given between two & three weeks to make these recipe cards, which should be enough time for two people to make 4 high quality recipe cards each.

Rationale for final ideaWe both decided on this as out final idea because it was the most unique & interesting out of all of our ideas overall. We found that Robyn’s final idea of ‘All Around The World’ has already been done before, whereas my idea was more individual & different than anything VegSoc have done before.