Alice Vine/\Graphic Design Year Two

OUGD203 Part TwoProduct//Range//Distribution

Board One

Some initial logo designs, before picking a simple solution to be accompanied with relevant memorable imagery. ̂

Brief.

Brand and Style an organic city based green grocer in a way that successfully competes against competitors of it’s kind.

Considerations.

What exists already? How will I make it different? How will I make it better? What is my product? What is my range? What is my distribution?

Audience.

Organic/food enthusiasts who are living a fast paced, health conscious city life, which enjoy new experiences.

Approximately aged 25-50, both male and female.

Tone of Voice.

Modern, Specialist, Luxurious, Efficient, Humble.

Concept/Proposition.

Lettuce Eat is a re introduction of the Green Grocer, letting us buy quality organic fruit and vegetables in a whole new way. Lettuce Eat replaces the slapdash bargaining and grabbing with an efficient and luxuri-ous/boutique feel with a technical twist. Consistence in quality of goods at Lettuce Eat allows the customer to enjoy the experience of the brand and embrace the new system in front of them, without having to rummage, compare and inspect their purchases.

Deliverables.

ProductBranding involving a logo and imagery to trigger as-sociation to Lettuce Eat. Interior of the shop design including Ipad interface to act as the point of sale is also a focus point. Packaging design and extras for the goods and seeds will also be made.

RangeProposed potential room for growth through an instore ‘grow your own’ range, including gardening equipment and overalls for staff use and customer sale.

DistributionThe packaging design contributes to the distribution of the brand out of the store, and the point of sale retail design distributes Lettuce Eat’s image and mood. Designing of the shop front will be crucial to invite potential customers in, whilst small local advertisements and business cards will also be made.

Alice Vine/\Graphic Design Year Two

OUGD203 Part TwoProduct//Range//Distribution

Board Two

The patterns can then be continued onto otherpromotional material to create a stable recognition of the brand. For example larger scale materials such as a canopy outside, and smaller scaled features like labels.

These pattern designs continue Lettuce Eat’s Branding. They reinforce the humble traditional feel of the green grocer whilst still appealing to the trendy organic lovers of London town.

The hand rendered imagery also represents a ‘one of a kind’ boutique feel which balances out the black and white harshness of the modernised green grocer that Lettuce Eat has introduced.

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Organic AppleSomerset-Charlton Orchards£1.20 per kg

Organic OrangeGautang Grown£1.60 per kg

Organic MelonCornwall-Bodmin Moor£2.90 per kg

Organic LemonHale Stone Farm£2.11 per kg

Organic Lime

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Organic TomatoHale Stone Farm£2.11 per kg

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Growing Instructions

Organic TomatoHale Stone Farm£2.11 per kg

Recipe

1-1.25kg/2lb 4oz-2lb 12oz ripe tomatoes1 medium onion1 small carrot1 celery stick2 tbsp olive oil2 squirts of tomato purée (about 2 tsp)a good pinch of sugar2 bay leaves1.2l hot vegetable stock

Firstly, prepare your vegetables. If the tomatoes are on their vines, pull them off. The green stalky bits should come off at the same time, but if they don't, just pull or twist them off afterwards. Throw the vines and green bits away and wash the tomatoes. Now cut each tomato into quarters and slice off any hard cores (they don't soften during cooking and you'd get hard

Alice Vine/\Graphic Design Year Two

OUGD203 Part TwoProduct//Range//Distribution

Board Three

Instore, the aesthetics are that of a mobile phone shop. There would be one of everything, of the highest standard of course. However, the ac-tual browsing and ordering of the fruit and veg is through ipad interface which would feature all around the store walls to be used by the customers. Extra’s such as recipes and growing instructions for the customer to use at their own disposal would feature at the payment stage of the goods on the customised ipad.

The precise point of sale in Lettuce Eat is it’s unique selling point. This is where the old concept of a green grocer is left behind.

The presentation of the fruit and vegetables would be as shown. Cut out segments would be made to fit the designated fruit or vegetable. A short description of it’s growth and price would feature, screen printed by it’s side.

Alice Vine/\Graphic Design Year Two

OUGD203 Part TwoProduct//Range//Distribution

Board Four

As well as it’s practicality, I chose to include this style bag as economically they fit into the interest’s of my target audience.

The packaging represents the modernised black and white clinical green grocer, with an injection of humbleness and hands on tradition through the illustration.

Once ordered instore through the ipads. The customer would be presented with their goods, big or small in this versatile string bag.

The seed packaging would come into use in a possible ‘grow your own’ section of the store where recipes and instructions can be found on the instore ipad.

Alice Vine/\Graphic Design Year Two

OUGD203 Part TwoProduct//Range//Distribution

Board Five

Promotional proposals involve more instore extras such as aprons that could be worn by staff or even sold to the organic cooking enthusiasts.

Branding onto the products themselves could be easily done with edible inks and a stamp or stencil.

The grow your own section could expand, introducing gardening equipment such as tools, gloves, watering cans and wheel barrows all consistently branded with Lettuce Eat.

Alice Vine/\Graphic Design Year Two

OUGD203 Part TwoProduct//Range//Distribution

Board Sic

An idea of the environment I intend to distribute.

The backdrop injects some life into the clinical and contradicting green grocer. Lettuce Eat intends to be not for the grabbers and hagglers, but for the city organics that love a new experience.

With this aesthetic as well as it’s technical twist, Lettuce Eat can now jump out from it’s many competitors in the same field and put it’s name on the map for being different due to it’s branding.

Alice Vine/\Graphic Design Year Two

OUGD203 Part TwoProduct//Range//Distribution

Board Seven

As well as the distribution of the brand through packaging, the out of store appearance also plays a role in Lettuce Eat’s Marketing.

A punchy black and white appearance draws attention to the store but is softened by the humble window display and humorous title to create an inquisitive attitude to it’s audience.

Business cards are on hand instore to distribute Lettuce Eat even further into members of the public.

Features on local company search websites and publications such as the yellow pages will also give Lettuce Eat an oppertunity to stand out from it’s competitors and distribute it’s name successfully.