Firstly a huge thankyou to our client Alison from Oldfields Orchard Cider for coming in to both look over and feed back verbally in person to each student on final hand-in..
Student comments (anonymous):
Here (below) are a set of final creative concepts for the Oldfield's Orchard Cider eco packaging brief (both module cohorts in the one list). All students should have supplied both their final 3D creative concept packaging solution as well as a supporting art board showing associated marketing ideas and linked campaigns. Finally, each student has been asked to supply answers to 3x pre-set questions which focus on materials use/why, 'second' use/why and why overall they view their concepts as good solutions to the brief set.
Aimee Allen
(No explanatory sent back to my request for it)
Carl Bagnall
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
I have decided to use a minimal amount of material to keep the packaging as lightweight as possible, the material I would use would be FSC standard cardboard. This is a cardboard developed to be completely sustainable and would therefore go hand-in-hand with the Hobson's and Oldfield's brand values.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The secondary use of my packaging is a map of the local Shropshire area that will be printed on the inside of the packaging. These maps will lead customers along routes that will help them to discover their local area while also being able to discover local pubs that stock Hobson's and Oldfield's products.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I think my final solution paired with the accompanying social media campaign will create a fun, social and rewarding experience for all invested customers. Hobson's and Oldfield's will gain brand recognition and would hopefully see an increase in sales/profits. Their sustainable ideology would also be upheld, which now would be echoed greatly with their new packaging solution.
Dean Bagnall
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
I decided to use corrugated cardboard. It's one of the most easily recycled materials and its cheap to manufacture. The box itself can be made from one sheet of cardboard and is a familiar material that Hobsons already use for their packaging.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
My second use is to use part of the box as a pop-out token. The token ties in to a loyalty scheme where by the if the customer collects three tokens they can redeem them for a free hob sons or goldfields gift set. The loyalty scheme is a marketing proven system to increase sales and loyal customers.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
The box itself can be made from one sheet of cardboard and uses no glue in its assembly. To assemble the box from flat pack takes around 20 seconds and holds all six bottles in a neat order with a cutout hat too help see the bottles labels. Its design is more premium than existing packaging and would be great as either a standard variety pack or a gift pack. I believe the box is a good fit for Hobsons and Oldfields and fits the brief provided.
Rachel Bailey
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
The fact that the box doubles as an icebox meant that the materials had to be waterproof, and held together with watertight glue. The materials for the box itself came from research into an Australian beer company VB, who had already produced an icebox packaging design, using their own creation, the Esky box. Which is a totally biodegradable cardboard that is treated to make it waterproof. Also the glue involved is a Starch based waterproof adhesive, which is non-toxic. Another important feature of this structure is the printing. The Printing ink will be based on plant oils, like soybeans. These inks are not only biodegradable but have the added benefit of being easier to remove from recycled paper and print during the DE-inking process of recycling.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
My packaging doubles as an icebox, the reason for chosing this as my second use was because the Hobsons company is all about the people, they promote the history of the brand through the use of the Hobsons hat, and after having a thorough look at their Almanac and their website, I’ve noticed they mention a lot about the individuals behind the brewing of their products, stating names and they use pictures so it has a personal touch. Plus the fact they only distribute locally. Therefore I chose a practical second use that would fit well with group days out and would bring people together.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe my solution to the brief would be effective, as I’ve stuck vigorously to the brand guidelines, and made sure I produced what the client specified in the initial brief. For example the personal touches I’ve included such as the friendly puns/stories I’ve used in the visual treatment of my box. My design would benefit the Hobsons/Oldfields brand as it includes a potential social media campaign, which would be great promotion for the company, getting people involved and giving them the incentive to purchase more of their product through advertising a range of their beverages on the box itself.
Nathan Barnett
Question 1.
- Jute is biodegradable and deteriorates organically, and actually helps in providing soil with invaluable nutrients.
- It’s a renewable and sustainable resource.
- Has the lifespan of over a thousand plastic bags, shows how durable the material is.
- Jute is a natural bast fibre, which is a vegetable fibre composed of cellulose which is the main building material of all plants, like all natural fibres jute is fully biodegradable, bast fibres grows from the entire length of the plant stalk, from the roots to the tip of plant.
- Environmentally friendly, non-pollutant, produces non-toxic gases or harmful gases by the product.
- The Jute industry supports an estimated 5 million people in the poorest regions on earth – therefore has ethical benefits too!
- One hectare of jute plant’s consumers over 15 tonnes of Co2, several times higher than trees.
Question 2.
The packaging does have a second use for the main packaging as a bag, which is beneficial for promotional reasons, as well as and the recipe cards, to ensure that no waste of the product is discarded. It prolongs the use of all materials used in the packaging and means an improved lifespan of the packaging solution suggested and reinforced through my research.
I believe that the choice I took forward by using a bag as the choice for my final prototype was well structured and meticulously analysed through the whole process of this brief and I believe that this was the best approach to go towards. Furthermore, user testing and relating back to the clients primary needs and reflecting upon this at the end of this brief immediately suggested overall that all the needs that were required from the final piece were actually met. And all the choices that had been made have been supported throughout to provide Hobsons with a more sustainable, considered and more aesthetically appealing final piece
Question 3.
As suggested above, my packaging solution for the client hits all the needs and wants effectively, and all issues that dispute the wants as such has been reinforced to support my decisions to produce the Jute bag as my packaging solution for the client and I feel this prototype would be in the best interests of the client.
Hannah Beattie
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
I have decided to use hessian, cotton, and soya inks, because these materials are 100% natural and have a long sustained life.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
After research I decided a shopping/ carrier bag was subtle for the client and the customer, because of the bag law coming into action in october 2015 it makes this packaging practical and useful. I also thought about simple recipe dividers, were the product could be used for meals then posted on the Facebook page.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe this bag would entice customers into buying the product in the hope of receiving a free bag, this was based on research on how to keep customers coming back. Hobsons/Oldfields would benefit from stronger, 100% natural, sustainable and reusable packaging which promotes both companies.
Matt Beckett
My final artefact is made of a single piece of FSC cardboard which slots together without the need for glue. FSC cardboard is a well-managed sustainable adaptation to regular cardboard, and take what was an eco-friendly material and ensures its sustainability through management of its source.
The idea behind the product is that the consumer re-uses the packaging as a bed for a mini herb garden. Ive deigned it in a way that there is a clear campaign that Hobsons can promote via social networks, allowing people to upload and share pictures and recipes that incorporate their hime grown herbs.
Ive tried to keep the artwork down to a minimum using a single colour with a more organic feel and gender neutral appearance. This keeps the material in its raw form for better sustainability whilst keeping costs down in terms of printing.
Katy Bradley
1. From previous research i chose to use cardboard, corrugated card, it is strong, incredibly cheap and is widely recycled. It is also mainly made from recycled materials. Being strong means the bottles will be held firmly and transporting would come with less risks. A very malleable card you can fold it and mold it to do what fits you best.
2. I decided to do a scheme called Hobsons Social Hats. The initial idea was the get social media involved, look at making the Hobsons brand user friendly and appeal to a new target market. The scheme was to take the hat packaging (after its been used) cut a head shaped space in the bottom and wear it wherever you liked, take a photo or a 'selfie' send it to Hobsons through social media pages and every month a lucky winner of the 'selfie' competition would win something of Hobsons choosing.
3. Personally a lot of the aspects Hobsons wanted in their design could have been tricky to all involve at once, but i believe i have achieve a large percentage of them, Its made entirely of green materials, no glue is used, it has a second use that can encourage a new market, it is very cheap to produce, unique, and as it is originally flat packed it is easy to make when time is short for things such as festivals.
Jen Chillington
(No explanatory sent back to my request for it)
Ian Cotterill
This design for the Hobsons Brewery box limits itself entirely to thick cardboard, with locking tabs used to hold it together. This means that no adhesives are needed to hold it together and when disassembled, the box can be laid down flat for transportation, before being reassembled to go on the shop shelf with the bottles inside.
The second use I have included for the box is that it includes a detachable Backgammon game board, which would gives buyers the choice to reuse the box either as a bottle carrier or as a game for parties. The shape of the box is also based on the Hobsons bowler hat icon, to attract the attention of potential buyers and raise public awareness of the company.
My final design would be a good solution to the brief, as it encourages the limitation of resources needed for packaging to the bare necessities, which would help Hobsons Brewery with the amount of material they need to obtain and use. It would also encourage member of the public to find a new use for the packaging that they buy, rather than simply leave it to waste.
Luma de Oliveira
I have used a combination of jute, corrugated cardboard and raffia for my packaging solution. The main artefact is made of jute. Jute is 100% biodegradable, it doesn't need pesticides or fertilisers to grow and it has a life span of 3 to 4 years.
With my solution the majority of the parts of the packaging have a second use.
- Bag: transporting, shopping, etc.
- Recipe: Customers can prepare a two course meal with the recipe they receive in the box.
- Token: Customers can collect tokens in order to win a ring binder where they will be able to store the recipes they've received in the packaging.
I believe my solution enable the products to be transported safely as it is a sturdy packaging. In terms of sustainability the packing offers a range of second uses. I also believe that Hobsons and Oldfields will also benefit from the fact that when people start using the bag around, their logo will be travelling to different places, making the Hobsons & Oldfields brand more recognisable.
Liam Fitzgerald
(No explanatory sent back to my request for it)
Jodie Fowkes
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
To ensure a sustainable outlook for the brand, choosing the material was vital. I have chosen to design with corrugated cardboard which is created from a combination of pre-consumer recycled cardboard and timber fibres. Corrugated cardboard was the best material to use for my product as its versatile in terms of shape, lightweight, recyclable and the air columns ensure protection when transporting the product.
2. Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
I have created two ‘secondlife’ elements for the packaging; recipe cards which the consumer can cut out and re-use and a herb infused label which links effectively with the recipe cards. I have produced a website which supports the herb infused label using the social media campaign #DiscoverHobsons. I have added this hashtag on the packaging, the website and the label to encourage the audience to share their mystery seed infusion findings on social media which will spread the word about the brand.
I believe the recipe cards are an appropriate second use for the intended audience linking both the cider and the ale with the recipes. I thought it was important to design something that the consumer would truly use and find a beneficial.
The herb infused label allows the consumer to grow something from packaging which would otherwise be waste. This herb infused label works alongside the recipe cards as I have ensured to included suggested herbs within the recipes.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe I have created a design that is effective for the brief whilst ensuring a wider audience would be founded through the links to social media platforms. The design follows a simple, effective, clean and eye-catching look; all elements boost the clientele of both brands.
Using corrugated cardboard, a recyclable material I created a glue-less artefact which was durable, able to hold the weight of 6 500ml bottles and stackable ensuring ease of use when storing and transporting the product. I integrated a handle into the design which ensures ease for the consumer when carrying the product.
I believe my product is a good sustainable final solution providing second-uses which will ensure the brand stands out amongst competitors. I've created links to both social media and a campaign to ensure the brands would receive a larger audience based and therefore turn over more sales.
Tara Garwood
Q1. Materials I have used for my final box is recycled cardboard which is impregnated with flower seeds. I feel this is a positive move towards improving our environment. Ensuring it is 100% recyclable material and by impregnating with seeds means that when the cardboard is degrading into the soil the seeds will turn into flowers.
Q2.The secondary use is a hedgehog house. The box has all the materials within the construction to enable yhe user to make a cosy little hedgehog house. This works in partnership with the hobsons 'old prickly snuffly hedge grog' which is in association with the British Hedgehog Preservation Society.
Q3. My idea is a simply glue less construction that enables the use of the secondary use as easy and readily available. It also highlights the partnership between hobsons and the hedgehog preservation society which some might not know about and begin to education their users in their help in the environment and how they could too.
Jess Hewins
What materials have you decided to use for your final package and what benefits are there to this?
I have used corrugated cardboard as my packaging material. Due to the fact it's easily recyclable and malleable enabling me to construct the shape of my design. The structural features make it an ideal packaging solution as it’s a strong and works positively in both holding the weight of the contents and protecting them in transport due to the air columns in the cardboard acting as a cushion.
What second use have you arrived at from research and why might this be useful/appropriate?
My second use carefully considered ensuring it would be something the consumer would embrace and use effectively. I decided to add recipe cards to the packaging, resulting in a collaboration between the product and second use. Each recipe was designed to incorporate either ale or cider into the cooking process hence linking the relevance of the packaging with the product it contains.
Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe that my packaging design is an intelligent approach to packaging manufacture and is sustainable in terms of material use and the fact it incorporates a second use that compliments the contents of the packaging positively. The colour palette used is minimal and has helped keep the overall design simplistic and contemporary but also reflect the brands identity effectively. I also think the overall shape of the design is intuitive and creative, setting the packaging aside from other competitors. It also integrates the clients social media pages into the packaging and establishes a brand loyalty system. This will allow the client to engage with their cliental further and increase their audience.
Luke Hickling
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
For the final package I have used a jute bag. The main benefits including a strong comfortable carry handle as well as a high reusability value for consumers to use as a 'bag for life'. Cardboard inserts are also included giving the option for the bag to be reused with the purpose of transporting bottles safely.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The second use of my package is the reuse of the bag. Can be used a bag for general use as well as a bottle bag and contains strength allowing it to be a long lasting solution. This is useful as it can be reused to carry almost anything and allows has an simple yet attractive design, promoting Hobsons.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
My solution is good for Oldfields/Hobsons as the bag easily handles the weight of the bottles and allows the bottles to be transported safely. It also comes as a two piece allowing easy packaging for event retail. The cardboard insert can be flatpack and easily assembled for bag use when needed.
Jess Matthews
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
Recycled cardboard, its throng and durable which is really needed for the bottle weight, Soy ink if possible .all recyclable materials.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
Coasters – that are cut out from the side of the box , one side illustrations and other quotes from customers, which involves as competitions for the customers to get involved in winning Hobson socks and they are quote printed on the coaster.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I feel it gives everything they need.
• Stacks
• Has a Second use that is lined with the produce
• Advertise two companies fairly
• Uses recycled materials and all can be recycled
• Has a handle
• Flat pack
• Plus with the competition its good advertising
Laura McEntee
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
From my research, I decided that recycled cardboard and jute string would be the most beneficial materials as both are biodegradable, which lends itself to the secondary use.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
My chosen second use not only delays the materials from the waste cycle, but stops them from entering it altogether. I felt that a herb-growing box would appeal to the current customers, and adds to the green aspect of the design. As the box is biodegradable, it can be planted straight into the ground, and therefore provide some nutrients to the herbs. The recipes within the carrier make use of these herbs, and through my research into food matches, each recipe compliments one of the Hobsons or Oldfields products.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
My final product encourages the customer to buy more six-bottle packs, as they are provided with a small discount with each carrier they collect. This creates brand loyalty as they will also collect a new recipe with each Hobsons/Oldfields carrier they collect, and with this, collect more herb seeds for their collection.
Tom Miles
My decision choice of materials has been drawn to the attention of sustainability and to minimize the costs of manufacturing. I was determined to choose a material which was robust and could be used multiple times. I used FSC cardboard. The design consisted of two templates which folded into each other through string and the thickness of the cardboard which could withstand the weight of 6x bottles and at least one secondary use, which answered the Hobson’s brief.
The box featured a cut out beer mat along with further baggage use from the box itself. My initial thoughts were that this would increase the likelihood of customer satisfaction.
I think my design outcome has been established as effective and meets the criteria as shown on the brief in particular for matters of sustainability. My design also has links with social media which can offer promotion and support for the business.
Hannah Morris
The packaging will be made from recycled corrugated cardboard. It’s sophisticated construction ensures the material can carry a wide range of weights, protect against moisture and provide a sustainable packaging solution. Other advantages of this material include, the reduced cost (recycled materials generally cost less than virgin materials) and the opening up of further demographic markets, as many consumers nowadays will base their purchasing habits on how eco-friendly a product appears to be, including the packaging materials products are despatched in.
My second use involves cutting out the 'Mouthmats' from the inside of the packaging and using them to take a ‘selfie’, which can then be uploaded to Hobson's Facebook or Twitter page and hash tagged #Mouthmatselfie, giving you the chance to win a prize. A social media competition is a great way to increase awareness and build community - something, which Hobson’s are passionate about. Both of these may consequently result in an increase in sales. The ‘Mouthmats’ involve a second use of their own as once you have taken your ‘selfie’ and entered the competition they can then be used as a beer mat!
This packaging provides a visually pleasing, original and sustainable solution to the brief, which will certainly benefit Hobson’s and Oldfields. The concept is cheap and simple to produce and easy to assemble, whilst being strong and durable.
Lauren Mills
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
The material proposed for the packaging concept would be C/B Flute cardboard as it would be durable enough to support the items being carried and also be easily recycable after forming its second use.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
Photo-booth items/props would be the second use for the product, these items are a great way of bringing people together for fun nights and theres no doubt about it they make people laugh. They are a great way of encouraging the consumers to take photographs - these would then be linked to a photographic social media competition that would allow the consumer to upload their photo(s) to the relevant social media site and be in with a chance for winning free Hobsons/Oldfields goods.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
The created solution supplies the brand with a form of packaging that brings together the two products into one single package. The format of the pack can be manufactured glueless without the use of secondary lines of production.
The package aims to improve social media awareness within the brand by drawing consumers to the social media pages (Facebook / Twitter) to enter a competition. This then insights the consumers of the package to return to the sites to see who is revealed as a winner.
Amy Mowbray
Jo Ninham
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
I have decided to use corrugated cardboard in my final packaging. It is the most commonly used material in packaging due to it being cost effective, strong and versatile.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The second use for my design is for it to be a bottle carrier. The customer will go back to the brewery to refill their box 4 times. On their 5th they would receive a free refill. This reuses the box many times but also promotes the customer to purchase further bottles.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
My solution is good because it is simple. The box will be reused many times and Oldfields/Hobsons will gain more business through the promotion.
Matt Richards
1. The chosen materials of my packaging are 3mm corrugated cardboard and a small amount of juke string. This cardboard is suitable for this purpose as it's strong, light weight, and can be re-used or recycled. In addition I got the cardboard from a recycled source called Lyan's Packaging in Wrexham. Juke String has a nice aesthetic which looks sustainable which is USP of Hobson's, plus upon use it can be planted with the seeded paper as it is bio-degradable. As a concept for Hobson’s to improve their sustainability they could use soy inks as they have many benefits from being more eco-friendly, cost effective, and resistant. They could also start using ultra-glass which according to Coca-Cola has axed 2,200 tons of carbon emissions in a year, and is much stronger, and lighter.
2. After the package has for filled it's primary use, the package un-folds and re-folds into a recipe stand, which contains two recipes which incorporate Hobson's and Oldfield Orchards products. It also contains instructions to plant the seeded paper(which contain herbs that are included in the recipes) and a QR code which users can scan to claim their point for the Hobson's mobile loyalty system I created. This solution was arrived upon through visual research, a survey, and finally trial and error. I created over 10 prototypes until finally achieving a suitable shape. It is a useful second use as from my survey, recipes were the most popular choice, and the seeded paper is an extra which goes hand in hand with the recipes perfectly, giving people value for money. The main achievement is that it essentially prolong's the whole package from going in the waste whilst appealing to the customers needs.
3. The brief states that the target consumer of Hobson's are people who enjoy a good quality ale and food. This and my primary research completely support my second-use and will in-affect appeal to the current consumers. Being sustainable is a USP of Hobson’s so prolonging waste, recipes, and seeded paper to grow herbs, are great assets to be associated with, and will have a positive reflection on the company.
The overall package design is minimal, vintage and aesthetically pleasing, it is a great solution as it hits all the clients specifications and needs, this is something I made sure of as I wanted it to be completely justified. The idea was to use a little ink as possible, as this would be a cost effective and eco-friendly. In addition through visual research, products that use cardboard texture as the overall image creates a sustainable ethos and a modern aesthetic, which would appeal to Hobson’s brand and their reputation.
Loyalty systems have been used and tested as being successful ways of keeping customers, therefore my campaign was for Hobson’s to create a loyalty app where customers can scan QR codes on products to claim points for their account. These points can be used to buy Hobson’s memorabilia or even more ale, I designed a range of products Hobson’s could produce to give people more initiative to collect the points. Many of those products are of a sustainable nature too which will promote their USP.
Points can be claimed through liking and sharing on social media which will promote the brand and it’s campaign for free. This campaign will be beneficial as it’s following trends of using smart phones, and social media therefore appealing to a large demographic and potentially increasing awareness and sales.
Overall my solution is completely supported by valid primary and secondary research, and user testing. It completely satisfies the brief, and will stand out over neighbouring brands. The package and it’s campaign will give people the initiative to buy the product, and keep them coming back for more. Everything is explained in a lot more detail on the blog.
Matt Robinson
Single wall FSC cardboard is used for the actual packaging artifact. The NET uses a Fefco 0427 custom design and uses no glue. The great attribute to this – reduces production costs due to the Fefco 0427 NET. The artwork printed onto the cardboard uses one colour biodegradable inks made from vegetable oils. This reduces the amount of ink used and are created from a sustainable source. The sleeve is printed onto 200 GSM FSC card, which gives a premium feel while still been sustainable.
The second use is to refill your packaging. You get a £x reduction when you return and refill your box with 6 bottles of your choice for helping save our environment. This delays the disposal process drastically, resulting in it being much more sustainable. As an addition, for every time your box gets refilled you are given a code. When you have five codes – eligible to win a prize on the new campaign website.
The final packaging took a premium approach while still encompassing the sustainable brand ethos of Oldfields/Hobson's. When promotion changes are made, and the packaging needs to be updated, normally the printing and manufacturing of the packaging would have to all re-done. The beauty of my design, you will only have to have the sleeves re printed, as they are detachable from the box. This adds to sustainability a great deal as it decreases the amount of materials and inks been used drastically. The brand story printed onto the inside of the box adds a personal touch, and allows for consumers to unite with the Hobson’s/Oldfields brand ethos.
Nyall Rudge
Robbie Shoker
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
I decided to use cardboard as I felt it was the most suitable material for this particular project. It is very supportive and sturdy which helps ensure that there are no breakages to the bottles. It is also 100% recyclable and one of the most recycled materials in the world.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The second use for my packaging was a board game that is easy to play so can be used by all ages and even appeal to families. This is appropriate as Hobsons claim to cater for all ages.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe that the simplicity of the packaging in terms of cost and assembly are the key reasons as to why my packaging would be a good solution and also i feel that i have matched the targets.
Jasmine Watt
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
If the prototype was to be made professionally then it would be created from biodegradable plastic (the prototype was made from normal plastic) this was due to the fact that it contributes strength, support as well as retaining natural benefits. Additionally, the strap which wraps around the packaging product is made from hessiun as it is readily available, environmentally friendly and again strong, thus implying that the 6 bottles being carried are well balanced.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The strong packaging turns into 6 Nature Cups which possess the secondary use of drinking cups, additionally, the lids of these (primarily used to steady the bottles) possess the secondary use of turning into coasters that perfectly fit the Nature Cups.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
My final solution would benefit Hobsons/Oldfields as it introduces an alternative method of secondary use, my concept provides secondary ideas that are physically represented whilst additionally highlighting methods of introducing a new environmentally friendly campaign ('Seeds of Change') that promotes companies to adopt the brewery's sustainable philosophy, hopefully resulting in other companies adopting the aim of eventually utilising 100% environmentally friendly packaging...materials like styrofoam will be a thing of the past.
Oli Young
After looking at a range of different materials and packaging methods, it became clear to me that using jute in the form of a bag for the material would be the most sustainable way to approach the task. Jute as a material is very strong so the idea of it breaking with the products in is non-existent. It’s also very easily recycled, or can be left to de-compose, which are also very beneficial features of the material.
I’ve come up with a range of different uses for the bag, with the main one being a bag for life. A bag for life allows the Hobsons branding to be viewed over and over again as the bag does, this spreads advertising of the company but also reflects it in a good light by being an eco-friendly method of transporting goods. The bag also includes cardboard slots to separate and protect the bottles inside (which can be taken out of the bag so that the bag for life feature isn’t limited to only carrying bottles), however, this is extra material that I also wanted to delay from entering the waste cycle so I came up with the idea of making recipe cards out of the slots. The recipe cards would show and instruct meals that include Hobsons products. With the recipes revolving around Hobsons products, the customer might also be inclined, after they’ve made and eaten the meal, to try out more recipes that include Hobsons products. To further promote the use of recipes that include Hobsons and also Hobsons products I’ve suggested the use of an app I’ve also designed to go along with the project. The app features a range of different recipes and products from Hobsons that can be purchased within the app. I’ve also added a QR code on the bottom of the recipe card that takes you to a download screen for the app.
To further the project even more, I came up with two campaigns that Hobsons could run to better their relationship with their target audience, which in hand would better their overall business. The first is the Cash for Caps project. This idea gives customers the option to save the bottle caps from the recycled Hobsons bottles they’ve had and use them as a form of currency in the Hobsons store. This campaign gives customers an incentive to both buy Hobsons products and recycle them. The next idea is the ‘like’ campaign that I’m suggesting Hobsons run on their Facebook page. When speaking to the client, she mentioned that she’d like the social media aspect of Hobsons to be increased. This led me to look at previous social media campaigns that have been run by breweries, where I stumbled upon one that let customers who’ve liked the Hobsons Facebook page to vote where they’d like to see Hobsons eg: food festivals. This in itself promotes the Hobsons Facebook page, as it will start to suggest the page to customers’ friends (who’ve liked the posts) due to all the activity going on in the page. This would then act as a snowball effect with more people knowing about the Hobsons Facebook page and therefore voting in it.
I feel that I have fully taken on the brief and looked at it at all different angles in order to understand the company, it’s goals and target audience. This has allowed me to reflect their personality in the designs and produce methods and campaigns to promote the products as well as the company. I’ve also met all the clients wants apart from one, where I’ve gone onto explain why it would be better for the sake of the product and packaging to leave out. I’ve also suggested alternative ways to achieve the same requirement so that they don’t have to sacrifice anything. So in conclusion, I feel I’ve tackled the brief in an effective and realistic way that will both benefit the company as well as the product.
"It was a real pleasure to meet the students on this course. They demonstrated that they really understood the brief and our branding, and showed heaps of creativity. I was also impressed with the quality of the containers they produced, many of which were of a professional quality. We hope to incorporate elements of some of the designs in our next ranges of six pack carriers, so watch this space!"
Alison Chadwick, Cider Product Manager, Oldfields Orchard Cider
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| Client Alison from Oldfields Orchard Cider (Hobson's Brewery) looks over final creative concepts supplied by student Oli Young. |
Student comments (anonymous):
"I felt that I’ve learnt a lot (on this module) and that I’ve been constantly challenged. In fact the lectures and trips have been stimulating and rich in information. It was also rewarding to know that we took part on a live project and that we were working with real clients."
“I feel that the communications with the client (Oldfields Orchard) went great and were conducted in a professional way, I appreciated both the support and the critiques.”
“Although this module has made me change my ideas over and over again, I wouldn’t change the process at all. It has allowed me to experiment and understand different areas of design, especially working with new materials I’d never used before...”
"The (Green Design) module has made me aware of the impact design has on the environment and has enabled me to ... design something that is sustainable and intuitive. It's (also) made me aware that sustainability should be factored into all packaging projects, in the same way as aesthetics, usability and cost are."Examples of final student outputs
Here (below) are a set of final creative concepts for the Oldfield's Orchard Cider eco packaging brief (both module cohorts in the one list). All students should have supplied both their final 3D creative concept packaging solution as well as a supporting art board showing associated marketing ideas and linked campaigns. Finally, each student has been asked to supply answers to 3x pre-set questions which focus on materials use/why, 'second' use/why and why overall they view their concepts as good solutions to the brief set.
Aimee Allen
Carl Bagnall
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
I have decided to use a minimal amount of material to keep the packaging as lightweight as possible, the material I would use would be FSC standard cardboard. This is a cardboard developed to be completely sustainable and would therefore go hand-in-hand with the Hobson's and Oldfield's brand values.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The secondary use of my packaging is a map of the local Shropshire area that will be printed on the inside of the packaging. These maps will lead customers along routes that will help them to discover their local area while also being able to discover local pubs that stock Hobson's and Oldfield's products.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I think my final solution paired with the accompanying social media campaign will create a fun, social and rewarding experience for all invested customers. Hobson's and Oldfield's will gain brand recognition and would hopefully see an increase in sales/profits. Their sustainable ideology would also be upheld, which now would be echoed greatly with their new packaging solution.
Dean Bagnall
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
I decided to use corrugated cardboard. It's one of the most easily recycled materials and its cheap to manufacture. The box itself can be made from one sheet of cardboard and is a familiar material that Hobsons already use for their packaging.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
My second use is to use part of the box as a pop-out token. The token ties in to a loyalty scheme where by the if the customer collects three tokens they can redeem them for a free hob sons or goldfields gift set. The loyalty scheme is a marketing proven system to increase sales and loyal customers.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
The box itself can be made from one sheet of cardboard and uses no glue in its assembly. To assemble the box from flat pack takes around 20 seconds and holds all six bottles in a neat order with a cutout hat too help see the bottles labels. Its design is more premium than existing packaging and would be great as either a standard variety pack or a gift pack. I believe the box is a good fit for Hobsons and Oldfields and fits the brief provided.
Rachel Bailey
The fact that the box doubles as an icebox meant that the materials had to be waterproof, and held together with watertight glue. The materials for the box itself came from research into an Australian beer company VB, who had already produced an icebox packaging design, using their own creation, the Esky box. Which is a totally biodegradable cardboard that is treated to make it waterproof. Also the glue involved is a Starch based waterproof adhesive, which is non-toxic. Another important feature of this structure is the printing. The Printing ink will be based on plant oils, like soybeans. These inks are not only biodegradable but have the added benefit of being easier to remove from recycled paper and print during the DE-inking process of recycling.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
My packaging doubles as an icebox, the reason for chosing this as my second use was because the Hobsons company is all about the people, they promote the history of the brand through the use of the Hobsons hat, and after having a thorough look at their Almanac and their website, I’ve noticed they mention a lot about the individuals behind the brewing of their products, stating names and they use pictures so it has a personal touch. Plus the fact they only distribute locally. Therefore I chose a practical second use that would fit well with group days out and would bring people together.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe my solution to the brief would be effective, as I’ve stuck vigorously to the brand guidelines, and made sure I produced what the client specified in the initial brief. For example the personal touches I’ve included such as the friendly puns/stories I’ve used in the visual treatment of my box. My design would benefit the Hobsons/Oldfields brand as it includes a potential social media campaign, which would be great promotion for the company, getting people involved and giving them the incentive to purchase more of their product through advertising a range of their beverages on the box itself.
Nathan Barnett
- Jute is biodegradable and deteriorates organically, and actually helps in providing soil with invaluable nutrients.
- It’s a renewable and sustainable resource.
- Has the lifespan of over a thousand plastic bags, shows how durable the material is.
- Jute is a natural bast fibre, which is a vegetable fibre composed of cellulose which is the main building material of all plants, like all natural fibres jute is fully biodegradable, bast fibres grows from the entire length of the plant stalk, from the roots to the tip of plant.
- Environmentally friendly, non-pollutant, produces non-toxic gases or harmful gases by the product.
- The Jute industry supports an estimated 5 million people in the poorest regions on earth – therefore has ethical benefits too!
- One hectare of jute plant’s consumers over 15 tonnes of Co2, several times higher than trees.
Question 2.
The packaging does have a second use for the main packaging as a bag, which is beneficial for promotional reasons, as well as and the recipe cards, to ensure that no waste of the product is discarded. It prolongs the use of all materials used in the packaging and means an improved lifespan of the packaging solution suggested and reinforced through my research.
I believe that the choice I took forward by using a bag as the choice for my final prototype was well structured and meticulously analysed through the whole process of this brief and I believe that this was the best approach to go towards. Furthermore, user testing and relating back to the clients primary needs and reflecting upon this at the end of this brief immediately suggested overall that all the needs that were required from the final piece were actually met. And all the choices that had been made have been supported throughout to provide Hobsons with a more sustainable, considered and more aesthetically appealing final piece
Question 3.
As suggested above, my packaging solution for the client hits all the needs and wants effectively, and all issues that dispute the wants as such has been reinforced to support my decisions to produce the Jute bag as my packaging solution for the client and I feel this prototype would be in the best interests of the client.
Hannah Beattie
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
I have decided to use hessian, cotton, and soya inks, because these materials are 100% natural and have a long sustained life.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
After research I decided a shopping/ carrier bag was subtle for the client and the customer, because of the bag law coming into action in october 2015 it makes this packaging practical and useful. I also thought about simple recipe dividers, were the product could be used for meals then posted on the Facebook page.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe this bag would entice customers into buying the product in the hope of receiving a free bag, this was based on research on how to keep customers coming back. Hobsons/Oldfields would benefit from stronger, 100% natural, sustainable and reusable packaging which promotes both companies.
Matt Beckett
The idea behind the product is that the consumer re-uses the packaging as a bed for a mini herb garden. Ive deigned it in a way that there is a clear campaign that Hobsons can promote via social networks, allowing people to upload and share pictures and recipes that incorporate their hime grown herbs.
Ive tried to keep the artwork down to a minimum using a single colour with a more organic feel and gender neutral appearance. This keeps the material in its raw form for better sustainability whilst keeping costs down in terms of printing.
Katy Bradley
2. I decided to do a scheme called Hobsons Social Hats. The initial idea was the get social media involved, look at making the Hobsons brand user friendly and appeal to a new target market. The scheme was to take the hat packaging (after its been used) cut a head shaped space in the bottom and wear it wherever you liked, take a photo or a 'selfie' send it to Hobsons through social media pages and every month a lucky winner of the 'selfie' competition would win something of Hobsons choosing.
3. Personally a lot of the aspects Hobsons wanted in their design could have been tricky to all involve at once, but i believe i have achieve a large percentage of them, Its made entirely of green materials, no glue is used, it has a second use that can encourage a new market, it is very cheap to produce, unique, and as it is originally flat packed it is easy to make when time is short for things such as festivals.
Jen Chillington
The second use I have included for the box is that it includes a detachable Backgammon game board, which would gives buyers the choice to reuse the box either as a bottle carrier or as a game for parties. The shape of the box is also based on the Hobsons bowler hat icon, to attract the attention of potential buyers and raise public awareness of the company.
My final design would be a good solution to the brief, as it encourages the limitation of resources needed for packaging to the bare necessities, which would help Hobsons Brewery with the amount of material they need to obtain and use. It would also encourage member of the public to find a new use for the packaging that they buy, rather than simply leave it to waste.
Luma de Oliveira
With my solution the majority of the parts of the packaging have a second use.
- Bag: transporting, shopping, etc.
- Recipe: Customers can prepare a two course meal with the recipe they receive in the box.
- Token: Customers can collect tokens in order to win a ring binder where they will be able to store the recipes they've received in the packaging.
I believe my solution enable the products to be transported safely as it is a sturdy packaging. In terms of sustainability the packing offers a range of second uses. I also believe that Hobsons and Oldfields will also benefit from the fact that when people start using the bag around, their logo will be travelling to different places, making the Hobsons & Oldfields brand more recognisable.
Liam Fitzgerald
Jodie Fowkes
To ensure a sustainable outlook for the brand, choosing the material was vital. I have chosen to design with corrugated cardboard which is created from a combination of pre-consumer recycled cardboard and timber fibres. Corrugated cardboard was the best material to use for my product as its versatile in terms of shape, lightweight, recyclable and the air columns ensure protection when transporting the product.
2. Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
I have created two ‘secondlife’ elements for the packaging; recipe cards which the consumer can cut out and re-use and a herb infused label which links effectively with the recipe cards. I have produced a website which supports the herb infused label using the social media campaign #DiscoverHobsons. I have added this hashtag on the packaging, the website and the label to encourage the audience to share their mystery seed infusion findings on social media which will spread the word about the brand.
I believe the recipe cards are an appropriate second use for the intended audience linking both the cider and the ale with the recipes. I thought it was important to design something that the consumer would truly use and find a beneficial.
The herb infused label allows the consumer to grow something from packaging which would otherwise be waste. This herb infused label works alongside the recipe cards as I have ensured to included suggested herbs within the recipes.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe I have created a design that is effective for the brief whilst ensuring a wider audience would be founded through the links to social media platforms. The design follows a simple, effective, clean and eye-catching look; all elements boost the clientele of both brands.
Using corrugated cardboard, a recyclable material I created a glue-less artefact which was durable, able to hold the weight of 6 500ml bottles and stackable ensuring ease of use when storing and transporting the product. I integrated a handle into the design which ensures ease for the consumer when carrying the product.
I believe my product is a good sustainable final solution providing second-uses which will ensure the brand stands out amongst competitors. I've created links to both social media and a campaign to ensure the brands would receive a larger audience based and therefore turn over more sales.
Tara Garwood
Q2.The secondary use is a hedgehog house. The box has all the materials within the construction to enable yhe user to make a cosy little hedgehog house. This works in partnership with the hobsons 'old prickly snuffly hedge grog' which is in association with the British Hedgehog Preservation Society.
Q3. My idea is a simply glue less construction that enables the use of the secondary use as easy and readily available. It also highlights the partnership between hobsons and the hedgehog preservation society which some might not know about and begin to education their users in their help in the environment and how they could too.
Jess Hewins
What materials have you decided to use for your final package and what benefits are there to this?
I have used corrugated cardboard as my packaging material. Due to the fact it's easily recyclable and malleable enabling me to construct the shape of my design. The structural features make it an ideal packaging solution as it’s a strong and works positively in both holding the weight of the contents and protecting them in transport due to the air columns in the cardboard acting as a cushion.
What second use have you arrived at from research and why might this be useful/appropriate?
My second use carefully considered ensuring it would be something the consumer would embrace and use effectively. I decided to add recipe cards to the packaging, resulting in a collaboration between the product and second use. Each recipe was designed to incorporate either ale or cider into the cooking process hence linking the relevance of the packaging with the product it contains.
Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe that my packaging design is an intelligent approach to packaging manufacture and is sustainable in terms of material use and the fact it incorporates a second use that compliments the contents of the packaging positively. The colour palette used is minimal and has helped keep the overall design simplistic and contemporary but also reflect the brands identity effectively. I also think the overall shape of the design is intuitive and creative, setting the packaging aside from other competitors. It also integrates the clients social media pages into the packaging and establishes a brand loyalty system. This will allow the client to engage with their cliental further and increase their audience.
Luke Hickling
For the final package I have used a jute bag. The main benefits including a strong comfortable carry handle as well as a high reusability value for consumers to use as a 'bag for life'. Cardboard inserts are also included giving the option for the bag to be reused with the purpose of transporting bottles safely.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The second use of my package is the reuse of the bag. Can be used a bag for general use as well as a bottle bag and contains strength allowing it to be a long lasting solution. This is useful as it can be reused to carry almost anything and allows has an simple yet attractive design, promoting Hobsons.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
My solution is good for Oldfields/Hobsons as the bag easily handles the weight of the bottles and allows the bottles to be transported safely. It also comes as a two piece allowing easy packaging for event retail. The cardboard insert can be flatpack and easily assembled for bag use when needed.
Jess Matthews
Recycled cardboard, its throng and durable which is really needed for the bottle weight, Soy ink if possible .all recyclable materials.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
Coasters – that are cut out from the side of the box , one side illustrations and other quotes from customers, which involves as competitions for the customers to get involved in winning Hobson socks and they are quote printed on the coaster.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I feel it gives everything they need.
• Stacks
• Has a Second use that is lined with the produce
• Advertise two companies fairly
• Uses recycled materials and all can be recycled
• Has a handle
• Flat pack
• Plus with the competition its good advertising
Laura McEntee
From my research, I decided that recycled cardboard and jute string would be the most beneficial materials as both are biodegradable, which lends itself to the secondary use.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
My chosen second use not only delays the materials from the waste cycle, but stops them from entering it altogether. I felt that a herb-growing box would appeal to the current customers, and adds to the green aspect of the design. As the box is biodegradable, it can be planted straight into the ground, and therefore provide some nutrients to the herbs. The recipes within the carrier make use of these herbs, and through my research into food matches, each recipe compliments one of the Hobsons or Oldfields products.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
My final product encourages the customer to buy more six-bottle packs, as they are provided with a small discount with each carrier they collect. This creates brand loyalty as they will also collect a new recipe with each Hobsons/Oldfields carrier they collect, and with this, collect more herb seeds for their collection.
Tom Miles
The box featured a cut out beer mat along with further baggage use from the box itself. My initial thoughts were that this would increase the likelihood of customer satisfaction.
I think my design outcome has been established as effective and meets the criteria as shown on the brief in particular for matters of sustainability. My design also has links with social media which can offer promotion and support for the business.
Hannah Morris
My second use involves cutting out the 'Mouthmats' from the inside of the packaging and using them to take a ‘selfie’, which can then be uploaded to Hobson's Facebook or Twitter page and hash tagged #Mouthmatselfie, giving you the chance to win a prize. A social media competition is a great way to increase awareness and build community - something, which Hobson’s are passionate about. Both of these may consequently result in an increase in sales. The ‘Mouthmats’ involve a second use of their own as once you have taken your ‘selfie’ and entered the competition they can then be used as a beer mat!
This packaging provides a visually pleasing, original and sustainable solution to the brief, which will certainly benefit Hobson’s and Oldfields. The concept is cheap and simple to produce and easy to assemble, whilst being strong and durable.
Lauren Mills
The material proposed for the packaging concept would be C/B Flute cardboard as it would be durable enough to support the items being carried and also be easily recycable after forming its second use.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
Photo-booth items/props would be the second use for the product, these items are a great way of bringing people together for fun nights and theres no doubt about it they make people laugh. They are a great way of encouraging the consumers to take photographs - these would then be linked to a photographic social media competition that would allow the consumer to upload their photo(s) to the relevant social media site and be in with a chance for winning free Hobsons/Oldfields goods.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
The created solution supplies the brand with a form of packaging that brings together the two products into one single package. The format of the pack can be manufactured glueless without the use of secondary lines of production.
The package aims to improve social media awareness within the brand by drawing consumers to the social media pages (Facebook / Twitter) to enter a competition. This then insights the consumers of the package to return to the sites to see who is revealed as a winner.
Amy Mowbray
Jo Ninham
Q: What materials (from your research) have you decided to use for your final package and what benefits are there to this (or these)?
I have decided to use corrugated cardboard in my final packaging. It is the most commonly used material in packaging due to it being cost effective, strong and versatile.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The second use for my design is for it to be a bottle carrier. The customer will go back to the brewery to refill their box 4 times. On their 5th they would receive a free refill. This reuses the box many times but also promotes the customer to purchase further bottles.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
My solution is good because it is simple. The box will be reused many times and Oldfields/Hobsons will gain more business through the promotion.
Matt Richards
2. After the package has for filled it's primary use, the package un-folds and re-folds into a recipe stand, which contains two recipes which incorporate Hobson's and Oldfield Orchards products. It also contains instructions to plant the seeded paper(which contain herbs that are included in the recipes) and a QR code which users can scan to claim their point for the Hobson's mobile loyalty system I created. This solution was arrived upon through visual research, a survey, and finally trial and error. I created over 10 prototypes until finally achieving a suitable shape. It is a useful second use as from my survey, recipes were the most popular choice, and the seeded paper is an extra which goes hand in hand with the recipes perfectly, giving people value for money. The main achievement is that it essentially prolong's the whole package from going in the waste whilst appealing to the customers needs.
3. The brief states that the target consumer of Hobson's are people who enjoy a good quality ale and food. This and my primary research completely support my second-use and will in-affect appeal to the current consumers. Being sustainable is a USP of Hobson’s so prolonging waste, recipes, and seeded paper to grow herbs, are great assets to be associated with, and will have a positive reflection on the company.
The overall package design is minimal, vintage and aesthetically pleasing, it is a great solution as it hits all the clients specifications and needs, this is something I made sure of as I wanted it to be completely justified. The idea was to use a little ink as possible, as this would be a cost effective and eco-friendly. In addition through visual research, products that use cardboard texture as the overall image creates a sustainable ethos and a modern aesthetic, which would appeal to Hobson’s brand and their reputation.
Loyalty systems have been used and tested as being successful ways of keeping customers, therefore my campaign was for Hobson’s to create a loyalty app where customers can scan QR codes on products to claim points for their account. These points can be used to buy Hobson’s memorabilia or even more ale, I designed a range of products Hobson’s could produce to give people more initiative to collect the points. Many of those products are of a sustainable nature too which will promote their USP.
Points can be claimed through liking and sharing on social media which will promote the brand and it’s campaign for free. This campaign will be beneficial as it’s following trends of using smart phones, and social media therefore appealing to a large demographic and potentially increasing awareness and sales.
Overall my solution is completely supported by valid primary and secondary research, and user testing. It completely satisfies the brief, and will stand out over neighbouring brands. The package and it’s campaign will give people the initiative to buy the product, and keep them coming back for more. Everything is explained in a lot more detail on the blog.
Matt Robinson
The second use is to refill your packaging. You get a £x reduction when you return and refill your box with 6 bottles of your choice for helping save our environment. This delays the disposal process drastically, resulting in it being much more sustainable. As an addition, for every time your box gets refilled you are given a code. When you have five codes – eligible to win a prize on the new campaign website.
The final packaging took a premium approach while still encompassing the sustainable brand ethos of Oldfields/Hobson's. When promotion changes are made, and the packaging needs to be updated, normally the printing and manufacturing of the packaging would have to all re-done. The beauty of my design, you will only have to have the sleeves re printed, as they are detachable from the box. This adds to sustainability a great deal as it decreases the amount of materials and inks been used drastically. The brand story printed onto the inside of the box adds a personal touch, and allows for consumers to unite with the Hobson’s/Oldfields brand ethos.
Nyall Rudge
Robbie Shoker
I decided to use cardboard as I felt it was the most suitable material for this particular project. It is very supportive and sturdy which helps ensure that there are no breakages to the bottles. It is also 100% recyclable and one of the most recycled materials in the world.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The second use for my packaging was a board game that is easy to play so can be used by all ages and even appeal to families. This is appropriate as Hobsons claim to cater for all ages.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
I believe that the simplicity of the packaging in terms of cost and assembly are the key reasons as to why my packaging would be a good solution and also i feel that i have matched the targets.
Jasmine Watt
If the prototype was to be made professionally then it would be created from biodegradable plastic (the prototype was made from normal plastic) this was due to the fact that it contributes strength, support as well as retaining natural benefits. Additionally, the strap which wraps around the packaging product is made from hessiun as it is readily available, environmentally friendly and again strong, thus implying that the 6 bottles being carried are well balanced.
Q: What second use (after initial use) have you arrived at from research and why might this be useful/appropriate?
The strong packaging turns into 6 Nature Cups which possess the secondary use of drinking cups, additionally, the lids of these (primarily used to steady the bottles) possess the secondary use of turning into coasters that perfectly fit the Nature Cups.
Q: Why do you feel that (your final solution/outputs) would be a good solution to the brief and how might this benefit Oldfields/Hobsons?
My final solution would benefit Hobsons/Oldfields as it introduces an alternative method of secondary use, my concept provides secondary ideas that are physically represented whilst additionally highlighting methods of introducing a new environmentally friendly campaign ('Seeds of Change') that promotes companies to adopt the brewery's sustainable philosophy, hopefully resulting in other companies adopting the aim of eventually utilising 100% environmentally friendly packaging...materials like styrofoam will be a thing of the past.
Oli Young
I’ve come up with a range of different uses for the bag, with the main one being a bag for life. A bag for life allows the Hobsons branding to be viewed over and over again as the bag does, this spreads advertising of the company but also reflects it in a good light by being an eco-friendly method of transporting goods. The bag also includes cardboard slots to separate and protect the bottles inside (which can be taken out of the bag so that the bag for life feature isn’t limited to only carrying bottles), however, this is extra material that I also wanted to delay from entering the waste cycle so I came up with the idea of making recipe cards out of the slots. The recipe cards would show and instruct meals that include Hobsons products. With the recipes revolving around Hobsons products, the customer might also be inclined, after they’ve made and eaten the meal, to try out more recipes that include Hobsons products. To further promote the use of recipes that include Hobsons and also Hobsons products I’ve suggested the use of an app I’ve also designed to go along with the project. The app features a range of different recipes and products from Hobsons that can be purchased within the app. I’ve also added a QR code on the bottom of the recipe card that takes you to a download screen for the app.
To further the project even more, I came up with two campaigns that Hobsons could run to better their relationship with their target audience, which in hand would better their overall business. The first is the Cash for Caps project. This idea gives customers the option to save the bottle caps from the recycled Hobsons bottles they’ve had and use them as a form of currency in the Hobsons store. This campaign gives customers an incentive to both buy Hobsons products and recycle them. The next idea is the ‘like’ campaign that I’m suggesting Hobsons run on their Facebook page. When speaking to the client, she mentioned that she’d like the social media aspect of Hobsons to be increased. This led me to look at previous social media campaigns that have been run by breweries, where I stumbled upon one that let customers who’ve liked the Hobsons Facebook page to vote where they’d like to see Hobsons eg: food festivals. This in itself promotes the Hobsons Facebook page, as it will start to suggest the page to customers’ friends (who’ve liked the posts) due to all the activity going on in the page. This would then act as a snowball effect with more people knowing about the Hobsons Facebook page and therefore voting in it.
I feel that I have fully taken on the brief and looked at it at all different angles in order to understand the company, it’s goals and target audience. This has allowed me to reflect their personality in the designs and produce methods and campaigns to promote the products as well as the company. I’ve also met all the clients wants apart from one, where I’ve gone onto explain why it would be better for the sake of the product and packaging to leave out. I’ve also suggested alternative ways to achieve the same requirement so that they don’t have to sacrifice anything. So in conclusion, I feel I’ve tackled the brief in an effective and realistic way that will both benefit the company as well as the product.
It was a real pleasure to meet the students on this course. They demonstrated that they really understood the brief and our branding, and showed heaps of creativity. I was also impressed with the quality of the containers they produced, many of which were of a professional quality. We hope to incorporate elements of some of the designs in our next ranges of six pack carriers, so watch this space!
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ReplyDeleteWow, I like your article, it was so informative and resourceful! The packaging materials are all environmental friendly with Green and Blue! very nice!
ReplyDeleteIs Green & Blue Packaging Environmental Friendly?