Lembas

BRIEF

Create a brand story, identity and world activation example for an area of interest you have discovered during lockdown.

SOLUTION

During lockdown my family and I went on many walks along the South West Coast Path. We found that although the market is crowded with sweet energy bars, there is a very limited and meagre amount of savoury bars available. The most common form of savoury energy bars available were dried meats which seems to oppose the fact that many of the sweet bars are vegan. We, therefore, decided to make our own to eat along our journey. I have chosen to brand these savoury energy bars for hikers. 

BRANDING

The branding is inspired by the nature hikers explore. I created the leaf patterns by collecting a range of leaves and then printing with them using a relief printing technique and lino printing ink.

BRAND VALUES

My brand, Lembas, has environmental values at its core. I therefore created the brand motto, “Putting humans and nature on the same team”, as well as a short paragraph explaining this further and which can be summed up in 3 key values. I wanted these values to carry throughout the brand so suggested the packaging would be fully compostable.

PATTERN

The leaf pattern is designed so that when the box is put together the leaves all overlap round the pack as if they are wrapped around it. The front of each pack has its own different leaf design and colour palette. The colour palette used not only references the season but also the flavour of the bar.

BOTTOM OF PACK

The bottom of each pack has all the nutritional information as well as the symbol informing the customer that the packaging is compostable. It also has an easy tear opening in the form of a path, with a map position icon to show where you would begin to tear.

INSIDE OF PACK

Printed on the inside of the multi-pack would be a list of the 10 best hiking trails in the UK with tick boxes on the side so the customer can tick them off as they complete them.

BARS

There are 8 bars in each multi pack, all of which are the same flavour and have the same base colour of the pack. However, there are 4 different designs in the pack based on the different leaves on the multi-pack.

The bar is designed to look like a mountain from the front. However, when the customer looks to the other sides, they would soon realise that it is actually a print of a leaf on the bar, due to its seamless leaf pattern. This leaf print looks like the leaf is actually wrapped round the bar.

FRONT

The bar is designed to look like a mountain from the front. However, when the customer looks to the other sides, they would soon realise that it is actually a print of a leaf on the bar, due to its seamless leaf pattern. This leaf print looks like the leaf is actually wrapped round the bar.

BAR OPENING

The bars, like the multi-packs, have an easy open tear on the side in the shape of a path, for easy snacking on the go. When torn, a fact about nature is revealed, (e.g. Trees have their own special ‘internet’), and which invites the consumer to look inside the pack to find out more. This is to reinforce the brand’s core values and encourage the customer to appreciate and take an interest in nature.

DISPLAYING MULTI-PACKS

The triangular shape of the boxes allows them to be stacked into a mountain when displayed on a shelf in the supermarket, attracting shoppers’ attention. I added the logo to just one end of the boxes so that the packs could alternate thus allowing the logo to always remain upright.

MERCHANDISE

Lembas could have its own merchandise which would be all hiking and camping related products to target its audience. The merchandise could come in a range of colour-ways based on the different flavours.

POSTERS

As well as the bold logo, Lembas’ posters use dramatic and beautiful pictures of nature to catch the viewer’s attention. The logo is incorporated into the natural surroundings to reference Lembas’ core value of “putting humans and nature on the same team”. The combination of the slick and man-made looking logo and natural landscapes are a visual representation of this motto. 

PARTNERSHIP WITH HIKING EVENT

Lembas could sponsor TrekFest, a walking event that takes place annually in Wales, where people raise money for charities. Many other cereal bars on the market support a charity so I thought supporting a charitable hiking event would be a good route for Lembas. At the event Lembas could give out their bars as well as sell their merchandise as the people there would be their target audience.

UNEXPECTED VENDING MACHINES

Lembas could have solar panelled vending machines which would be placed along hiking trails, in areas you would not expect them, e.g. Mount Everest camp or in woods.

THE LEMBAS TEAM

The same visual language can be applied to the Lembas team’s clothing and equipment.

SOCIAL MEDIA

Lembas’ social media would be bright and dynamic with a combination of the colourful and bold leaf prints of the flavours and images of the logo incorporated into natural surroundings

SOCIAL MEDIA AD

I created this ad to promote Lembas on social media using all my own photos and footage. I used stop frame footage to hold onto the handmade feel as well as using the handwritten typeface which goes behind the footage occasionally. I conveyed the energy of the brand through a dynamic soundtrack and dancing ingredients. 

CORE VALUES VIDEO

I created a film illustrating the brand’s core values to go on their website. This video depicts the beauty of nature and how humans interact with it whilst hiking. I used found footage for this video and added a spoken word poem I felt conveyed these values. I finished the video with a shot of two hikers looking out over to the mountains where the logo is integrated between the clouds like in the posters, once again referencing the brand motto. 

Falmouth Unity

BRIEF

Help Falmouth University rebuild the sense of community that was lost due to the Coronavirus pandemic.

SOLUTION

A web based networking service that helps connect Falmouth University students to help create a strong community again. This service allows all people who are currently studying or have studied at Falmouth University to connect and chat. The service is designed to form connections and strengthen the Falmouth University community which already exists.

OPENING SCREEN

Some of the letters of ‘university’ would drop off and the remaining ones would move in closer to spell out ‘Falmouth Unity’. The lights in each house starting from the left would then turn on as a progress loading bar.

REGISTERING

When first registering with the networking service you would be led to your street by answering a range of questions. You would then select your answers to each question by clicking on the appropriate street sign, thus leading you to your street.

REGISTERING

One of the final steps in building your profile is designing your house. Your house is your profile that will be visible to your contacts. You can either design it to represent your personality or even base it on your own Falmouth digs.

YOUR PROFILE

This would be your home page. Here you can access your messages and notifications, edit your profile and see your contacts.

MESSAGES

You would know when you have received any new messages or notifications if there are letters poking out of the letter box. To access or send messages you would click on the mailbox. 

CONTACTS

Your contacts are people who you have been paired with because you are both looking to connect in the same way. Your contacts would be displayed in the form of a street which you would access by clicking on the ‘YOUR STREET’ sign next to your profile. If a house had its lights on it means they are currently offering a chance to connect and if they are off it means they had a chance to collaborate in the past.

FILTER

In order to filter through your contacts you would click on the ‘STREETS’ sign on the bottom left of the contacts page. This would then lead you to a map where you could then select the street of the area you would like to filter your contacts to, e.g. if you wanted to see only people who were looking to be a mentor you would go to ‘Mentor Road’.

OTHER PROFILES

If you were interested in seeing the opportunity one of your contacts is offering you can click on their house. The front of the house would then peel away to reveal their profile. From here you have the option to either look at the chance they are offering, to connect, look at their work, send them a message or even send them an invite to ‘Come for a cuppa’, which would invite them to have a 15 minute chat over the phone or video call.

OTHER UNIVERSITIES

This platform could also be applied to other universities to help their communities grow. Here I have mocked up an example of what Bath and Edinburgh’s version of Unity could look like. I based the house designs on buildings from that area which I found online and added other details that apply to the area, such as the hot air balloon in the Bath version.

FRESHERS PACK

I decided to put together a Falmouth Unity fresher’s pack which would be sent to all freshers at Falmouth University. This pack would be a house-shaped box which would include: a leaflet explaining what Falmouth Unity is, a calendar of their monthly events, an invite to their first event, art supplies.

Calendar

As an incentive for people to continue using Falmouth Unity after having made connections, they would host a range of monthly events, which all have titles referencing homes. For example the first three months’ include:  

Tea party – A 15 minute call with creatives, bring a cuppa and get to know your community.

Through the keyhole – A creative will be chosen to be featured each week that month. 

Open house – A guest industry speaker each week that month.

INVITE

An invite to the first event of the academic year would also be included in the pack. The invite is designed so that when you pull it out of its sleeve it creates the appearance that the lights in the house are turning on.

LEAFLET

Also included in the pack would be a leaflet explaining why you should join Falmouth Unity. This leaflet would also be displayed around the university as I designed it in a concertina style so that it could be lined up round the campus to create an even longer street to attract the attention of the students.

SOCIAL MEDIA

Falmouth Unity’s social media would echo the design of the web version of the service. The Instagram post below carries on this brand language as when you scroll through the post you are actually are scrolling through a street and inside each house is a preview of a person’s work. Therefore, if you liked someone’s work you could then click on the link to their Falmouth Unity profile. The highlights are also images of doors to carry on the brand language.

COMMUNITY

Falmouth Unity could also have pin badges which people that are part of the community could collect. The badges could be in the shape of all different houses.

STREET EXHIBITION

Although Falmouth Unity was designed as a solution to a problem caused by the pandemic, I think it is still as viable once the pandemic is over. Therefore, Falmouth Unity could have exhibitions in the streets of Falmouth once the pandemic is over.

The presentation boards would be shaped like houses and could be in all different colours to echo the design of the app. There could also be house-shaped bunting hung up in the streets to likewise reference the design of the app.

Grey Poupon brand refresh

BRIEF

Reintroduce Grey Poupon to millennials in the US through a brand refresh that articulates its enduring luxury in the present day, through its French and vintage roots. 

This isn’t a full rebrand. They don’t want to see a redesign of the brand’s logo or their iconic bottle shape. Create a refreshed brand identity that feels familiar to this audience and not only increases brand awareness, but also pushes them to choose Grey Poupon at the point of purchase.

SOLUTION

Grey Poupon would have their own character with his own story line linking to Grey Poupon. This character would be based on French stereotypes to reference the brands french heritage. 

The brand wanted to hold onto their familiarity in order not to loose their current customer base. We therefore chose not to take anything away from the current branding and instead simply add a new element. 

The fun and interactive nature of our rebrand injects some youth into Grey Poupon’s branding, in order to capture the attention of younger potential customers.

This was a collaborative project I worked on with my course mate Henry Carrow for the D&AD New Blood.

We came up with the strap-line ‘Too Good To Share’ which applies to both the French characters and customer alike. The idea that Grey Poupon is ‘too good to share’ references the fact the French don’t want to share it with the Americans, as well as, the fact that it is so delicious the customers won’t want to share it either.


POSTERS

We designed four posters which could be used both in print and digital.

http://www.freepik.com by Freepik

IN STORE

The characters would be hidden around the store in a variety of ways. This creates a playful element to the branding which would be intriguing and memorable to customers as they would try and spot them around the store. 

ANIMATING CHARACTERS IN STORE

By sticking our character stickers to moving objects found in stores, like sliding doors, escalators and checkout conveyor belts, the French characters could be brought to life. Showing them sneaking around the store trying to get to the jars of Grey Poupon. 

JARS

To keep the familiarity of the brand we decided to keep the jars label the same and simply add our French character, placed as if he is stealing the ‘P’ from the logo. This allowed us to keep the brand’s familiarity whilst injecting some fun into the brand. The character on the jars would be a sticker that could be peeled off offering the costumers a way to interact with the brand.

LAUNCH EVENT

A food taster stand could be set up in supermarkets inspired by a ‘police’ investigation. An actor, playing a police officer, would be handing out Grey Poupon tasters asking if anyone has tasted this mustard anywhere as jars have gone missing. 

In order to introduce the characters the police man would also be handing out wanted posters with the characters’ head shot. On the back of the wanted poster would be a challenge for customers to find all the characters hidden in the store. To enter a prize draw the customers would need to post pictures of all 10 characters on Instagram tagging Grey Poupon.

LEAFLETS

These leaflets would be at the end of checkouts for customers to take. On the back would be four stickers of the characters in different poses for customers to get involved and share where they have stuck them by posting a photo on Instagram and tagging Grey Poupon.

ANIMATIONS

I animated the posters to use on Grey Poupon’s social media and electric billboards.

SNAPCHAT FILTER

We also suggested Grey Poupon could have filters on social media to bring their character to life in their customers’ homes.

Penguin book cover

BRIEF

Design a contemporary, creative and exciting cover for this book. Whilst this book is a deeply complex meditation on family, friendship, gender and diaspora culture, it is also very entertaining, quick witted and often very funny. The cover should make it feel very accessible and immediately ‘pickupable’ while representing the themes expressed in the narrative.

SOLUTION

The novel tells the story of three friends who all have grown up in modern English society but who have Indian parents. Amongst the many themes explored in the book, balancing and juggling these two cultures seemed to sum up the book best. I therefore designed this cover, inspired by paper dress up dolls, to reference how the characters can take off one life and put on another – like a costume. 

The Haven

A branding project for a small charity raising awareness of the problems faced by refugees and immigrants who arrive in the UK with limited English language skills.

During my research into this topic, I came to realise that many of the problems immigrants face are caused or intensified by feelings of loneliness and isolation. A coffee morning bringing together refugees and the community seemed like a positive way to combat this issue. 

I created The Haven whose aim is to raise awareness and help resolve the issues faced by refugees and immigrants when first coming to live in the UK. Loneliness is one of the biggest problems encountered by refugees and immigrants, and combatting these feelings of isolation could, in turn, solve many of the other difficulties that confront them. 1 in 3 people in the UK would consider themselves lonely, so The Haven aims not only to benefit immigrants but anyone who can relate to feeling this way. The remaining two thirds of the population (who are not lonely) are also welcome – after all you can never have too many friends!

The charity helps combat loneliness through building happy, caring communities. The Haven’s coffee mornings bring together refugees, immigrants and local people for a chat and a laugh over a cuppa. There would be coffee organised by The Haven at certain venues, but they would also offer packs for members of the public to organise their own events.

The name and branding are designed to convey a feeling of warmth, community and safety. The hand cut paper design and attention to small details (such as the conversation starters on the bottom of the coasters and name tags on the cups) display that the brand cares about its audience. 

Front View iMac Pro Mockup by Anthony Boyd Graphics

Seen but Not Heard

This was a project where we were asked to incorporate various forms of branding. I created a platform for teen voice where they could share their views on topics that affect them and others their age that they feel they don’t get a say on.

The campaign name was inspired by the old saying that children should be ‘Seen but Not Heard’. To this, I added the strapline, ‘View from a new perspective’. This strapline, in turn, served as the inspiration for the logo, which is based on a boot print. To create the logo, I painted the bottoms of various shoes and used them to block print. I chose the boot print as it conveyed power. To support this stamp style, I added a textured type and enclosed it with a circle. 

Continuing the theme of seeing from a new perspective, I carried out a photoshoot using wide angled lenses to create the images for my posters. By shooting the models from below, adults get a new perspective than their usual one of looking down to them. By getting the models to position their foot over the lens, they look powerful and also echo the logo.

The concept behind the Instagram page is that teens can send their thoughts and views in the form of a paragraph by direct message to the Instagram account. After having read their views, if all is acceptable, they will be contacted to organise a photoshoot. 

Me app

This project had to be linked to an interest we had so I used yoga as my starting point. This led me on to wanting to create a wellness app and then more specifically to address the alarmingly high levels of anxiety and stress in university students. ‘ME’ is an app designed specifically to keep your life at university as stress-free as possible by promoting wellness, mindfulness and organisation.

In addition, I created a leaflet which would be sent out to students once they had signed up to UCAS and which would also be handed out to students at Freshers’ Fairs. The ME app would also have a stand at University Freshers’ Fairs to promote and encourage the use of the app.

The aim was to get students to embrace a healthy practice in their day-to-day life from the very start of their university experience.

The Cherry Tree

For this project, I had to write and create a book about belief. I chose childhood notions as my subject. 

My story displays the power of a child’s imagination which led me to create a guide written by fairy folk, told from the perspective of a brownie and warning of a mischievous hobgoblin who resides in a cherry tree. 

As the book is based on the imagination of a child, I felt it crucial that illustration be a key element in the design. 

Using a simple colour palette of green and white, I produced a set of illustrations in a modern take on a folk-art style and selected a script font to add to the magical feel I wished my book to possess. 

The Japanese 4-hole bookbinding technique seemed fitting as it was in keeping with the simple style and I usd a white thread to complement the tree illustration and title.

Female Futures

For this project, I was asked to create a publication for an LS:N series of articles. I selected the ‘Female Futures’ series, which I chose to aim at older women (aged 30+). 

The concept behind its design is that it opposes the usual pastel twee styles aimed at women of this age group, which are currently on the market. The articles state that women are not fragile but strong and, therefore, designs aimed at them should celebrate this.

As this was a type project, I chose not to include photos or images in my publication as I wanted to fully embrace the typography. The type is, therefore, fun, bold and striking. I also decided to use a bright colour palette to create a playful and dynamic energy.

INKED

Inspired by the tattoo process and how ink is absorbed by the skin by using needles this typeface is titled ‘INKED’.