University Projects

Ocado is unlike any other supermarket as they are a tech company that sells groceries. This is compared to a physical supermarket which would have a store as well as an online shopping platform. When we visited Ocado on a site tour they mentioned that they have specific company values which are also found on their website. Ocado are currently offering new customers an incentive for joining Ocado. They are offered 30% off their first grocery shop and free deliveries for a year if you spend a minimum of £60. Already existing customers can purchase a smart pass which has the following benefits: No charges on your delivery Exclusive discounts and offers 10% off big brands Priority access during Christmas  Samples, gifts and an Ocadolife magazine subscription Anniversary gifts Carrier bag recycle bonus scheme If you hand back used carrier bags to the delivery driver you'll be given 5p for every bag given back which will be discounted from your order total. Thi...

While brainstorming, Anja and I discussed adding sound to our motion graphic. As we wanted a young child to voice our ad (as this may make the ad more relatable to the watcher), we began thinking about what we would like the child to say and therefore created a script channel on Slack. Discussion about the script Discussing the script in more detail

Anja and I developed our concept further.  We tried to come up with solutions to the question, "Why would mum's would want to buy international food at Ocado?"  We developed our concept further by giving our ad a scenario of how a Mum may end up needing to use Ocado to buy international food.  We still want to include the positives of Ocado's delivery service and spoke about some next steps for our concept. We decided to choose Italy as our region. Anja researched some pasta's (gnocchi) which you wouldn't usually have in your cupboard which may be added to a traditional Italian recipe which may be a reason as to why the Mum wants to use Ocado.

Anja and I created a survey channel on Slack where we discussed some ideas and questions for our research. A survey will help us gain information about why individuals (specifically our target audience) like to shop at Ocado. We wanted to relate this survey to international food as well as general research about shoppers as this is an aspect we need to focus on in our brief.

Anja and I have brainstormed our concept some more so that we can incorporate international food in our motion graphic. I have introduced the idea of sending a short message through our graphic, we are trying to solve the problem of, "What do mums want from a supermarket?". We were going on the direction of delivery before however this somehow needs to relate to international food which we have discussed in our conversation. We share our notes about what Ocado like in terms of design that we picked up while on our tour.

My Instant Coffee range is named, Instant "Happbeanness" which is a play on words for Happiness and incorporates the word bean for coffee bean.  The concept behind this name is due to coffee being able to re-energise you.  Therefore with instant coffee, because of how fast it is to make, this will grant you instant happiness.  In my opinion, this name is fun and fits the target audience of young urban consumers. I have created this logo for the packaging ideas part for the Instant coffee range. Using Key Lime (#E4EA8C) for the yellowy-green colour This logo will come in different colours e.g. the green space will be blue etc. for different favours/blends of coffee creating a sense of multiple different types of packaging for this coffee range. This is due to the previous research I conducted on Pinterest, where urban art commonly used bright, bold colours and had an abstract feel. From my instant coffee survey participants that lived in the city chos...

I decided to use two main fonts for my packaging design. The font, "school rules" is a free online font created by JasonNG which I chose because it is a handwritten sans-serif font. I thought this font would be appropriate to use for the main titles (Happbeanness title, coffee flavour text) on the packaging as it's a very unique looking font. Urban art is usually associated with graffiti and as school rules is a handwritten font it relates to graffiti in the sense that this is also be handwritten by using a spray can. As this instant coffee brand is for a young urban audience, this font fits with this audience. "Kohinoor Telugu" is sans-serif font that I decided to use for more important information as this font is very clear and easy to read. It is mainly used for the slogan (Instant coffee, Instant happiness) which is important for the consumer to see and understand so that the title of the coffee has meaning.

We visited Ocado in Hatfield and went on a tour of their offices. Outside Ocado Me, Anja and Ollie waiting to collect our visitor's passes I received a lanyard pass and was registered on the tour. We were spoken to by two members of the Ocado Retail team who gave us an introduction about Ocado and what they do as a business. Ocado describe themselves as a tech company that sell groceries instead of just an online supermarket. Ocado sell their technology to other companies, e.g. their unique mechanical grid system which organises the warehouse. Ocado support local companies, farmers and supplier as they believe this is important. They held a Britain’s next top supplier competition where they the winner would be contracted to supply their products to Ocado for 6 months. As they aren't a usual supermarket, Ocado find that they don't have true competitors that they can use as a benchmark. Streams of work Retention - Retain already existing custo...

I could have improved my survey questions in many different ways. Q1: What is your Gender? The only answers I allowed participants to select for this question was male and female. This is a problem as I could have made this question more inclusive for participants who identify as a different gender to male or female. One participant skipped this question which means that they didn't fit with either categories and therefore in future an "other" box may be a good option for those who identify as gender neutral etc. Q2: What is your Age? I could have improved this question by making the ranges between each age smaller. The ranges included 17 or younger, 18 - 20 and 21 - 29 which is quite a big jump and therefore in future could include a 21 - 25 and 26 - 29. I chose these age ranges because participants 17 or younger would usually be in primary/secondary school, participants 18 - 20 would usually be in college and 21 - 29 would either be in university or employment. ...

I conducted a basic market research survey on Instant Coffee packaging to understand what type of packaging appeals to young people. I did this so that I knew what type of packaging I was aiming to create and research to meet the target audience of young urban consumers. 100 people took part in my survey which was an amazing achievement! Q1: What is your Gender? I asked this question for general knowledge purposes so that I knew what gender was predominantly answering my survey. 1 participant skipped this question due to either preferring not to say their gender or their specific gender identity wasn't an option; for example identifying as gender fluid. Therefore from this question more females answered this survey than males with a difference of 13.14%. This means out of the 99 participants for this question, 13 more participants were female. Q2: What is your Age? I asked this question to ensure that individuals taking the survey were those of my target audience. T...

I really enjoyed this lecture. We learnt the basic elements of After Effects with Mikki. We learnt how to use the timeline to make keyframes and change the settings such as position, scale and opacity. We played around with effects where I used the alphabet soup effect on the text. To export this animation we needed to use the Adobe Media Encoder.  Hannah (a third year animation student) spoke to us about keyframes. Key Frames  - Marker point for the timeline.  Key frame animation is the most popular type of animation compared to stock animation. 24 frames per second is the usual amount of time that animators use. You can either draw out the animation frame by frame or you can smear some of the frames. I created a Pokemon based animation during this lecture which was really fun to create.

I visited different shops to see what brands of coffee were being sold to customers. The most popular brands seemed to be Nescafe and Kenco from this research. One-Stop (owned by Tesco) in South Hatfield Sainsbury's had a very wide variety of instant coffee and brands, this mainly included different flavours of Nescafe, Nescafe Azera and Kenco. Sainsbury's in London Colney Sainsbury's in London Colney Whereas the Student Union shop had a very small variety of instant coffee which mainly consisted of Nescafe and their own branded coffee. Student Union Shop, The Forum, University of Hertfordshire (College Lane)

I read some extracts from books and articles about packaging design and what makes packaging design successful. From the article, GeambaŞu (2017) stated, “The packaging must have aesthetic appeal to attract customers but also at the same time meet the requirements for data product assortment.” This is important in creating a successful product as it must appeal to the target audience but also have characteristics that allow a company to sell different types of the same products well. (Study.com, 2018) This applies to the instant coffee range as I may include different flavours/blends and from the definition of product assortment from Study.com, my brand will need to have breadth, length, depth and consistency in order for it to be successful. GeambaŞu (2017) also states that, "The  packaging design of high quality draws attention and provokes the buyer and the label attached to package aid the purchase decision of the customers." Therefore it is important that my pa...

After conducting some research on Pinterest and creating a board with urban images, I attempted to stick with this theme when looking for instant coffee brands. I looked for brands with bright bold colours that I believed would appeal to my target audience.

I created a Pinterest board where I included pictures of urban art and other images that appeared after searching the word "Urban". I specifically created this mood board with the intent of gaining a closer insight into my target audience. The brief states that the consumer is young and urban. By researching and understanding what is considered "urban" allows me to incorporate this into my design so that my instant coffee brand will appeal to this audience. The colours used in urban art etc. are very bold, bright colours and include abstract or graffiti-like designs. Therefore taking this research into consideration, I will make sure to use bright bold colours with a modern design approach.

I decided that I wanted to pick a topic from the Design and Visual area on the presentation exercise list given as this area interested me the most. The topic I picked was: Prepare and present packaging design ideas on behalf of Ogilvy for the launch of a brand new instant-coffee range targeted at young, urban consumers. I found this topic the most interesting and want to include my own packaging ideas in the presentation. I brainstormed some ideas for logo designs and concepts while creating an urban mood board on Pinterest so that my design would be appealing to my target audience.

I have been thinking about what I would like my portfolio site to look like and therefore have drawn some design ideas.

Anja and I have been brainstorming more ideas for our motion graphic concept. We are heading in the direction of basing some of our motion graphic on the more personalised delivery service that you get with Ocado that you don't get with other companies as we see this as quite a positive. Brainstorm Conversation For example at Ocado, your delivery receipt feels a bit more special as it feels as though it is written by the delivery driver. I also like the extra addition of adding which van the delivery will be in. Bibliography Pinterest (n.d.) Coffee Jar . [Online] Available at: https://i.pinimg.com/originals/70/f0/59/70f059d2e86ec77e47676221e611b62f.png. [Accessed: 21 October 2018].

After completing some basic research on Ocado and their competitors, I sent a link to Anja via the comment section of our research card on Trello. This immediately sent a notification to our general channel on Slack. This shows how Trello and Slack integrate together well.

I decided to research and compare a number of popular supermarkets to Ocado. "This statistic illustrates the market share of grocery stores in Great Britain from August 2012 to August 2018. In the 12 weeks to August 12, 2018, Tesco's market share stood at 27.4 percent. Compared to a corresponding period in previous years, Tesco has progressively lost its share, while the discounters Aldi and Lidl have both gained share every year over the same 12 week periods. Prior to the popularity of the discounters, the grocery retail market was dominated by the 'big four' supermarkets: Tesco, Sainsbury's, Asda and Morrisons. On the back of the economic recession and an inflation, however, consumer behavior has shifted in favor of cheaper alternatives and discount supermarkets. The resulting 'price wars' has led to supermarkets lowering their prices and the highest share of food volume sales on promotion in Europe. Crucially, this has caused increased volatility in...