The next topic we are learning about is the creative concept stage of the FCP process, and we were given a brief so that we could show how well we understood the information we were being taught. The creative concept stage of the FCP process is the creative interpretation of the Big Idea from visual referencing. Throughout this stage, we will learn how to develop the skills in visual analysis and visual creation in more depth than what we have learnt from the previous briefs and stages.
For the creative concept brief, the project was split into 2 tasks: 1 individual and 1 group. The individual task was to an individual written visual analysis of a fashion photograph which meant that we had to annotate, illustrate and reference. The point of this task was to help to increase our confidence and ability to analyse fashion images. I have written about this task in a previous blog post (here is the link: ).
For the 2nd task, which was the group task, we had to create 3 mood boards communicating the creative concept of a collaboration between a well-known brand and an everyday product. This particular task required us to communicate what we learnt from the individual task that we created such as analysing skills, by analysing a brand and product as well as collecting and interpreting visual ideas and creating our own creative concept ideas. In this task we were advised to explore colour, shape and pattern and how these linked to the brand and product that we were given. Also the typeface and narrative and tone of voice was an important part of this task as it will influence the way in which a collaboration between the brand and product will look like.
So the brand that my group was given was 'Tyrrell's' and the product that we were given was a bicycle helmet. Not going to lie, at first we were all disappointed at the brand and product we were given as we thought these were the least interesting products. However, as we got stuck into it, we realised that because they were so different it meant that we could really come up with exciting and innovative ideas.
When designing our mood boards, we decided that we wanted to use recycled cardboard so that we portray the essence of Tyrell's natural and organic brand through our mood boards as effectively as possible. From previous tasks, we learnt that our mood boards, especially the first, should be aesthetically pleasing and not be over crowded so that that the key information could stand out.
Here are our 3 (3 1/2) mood boards that we created:
Mood board 1 - Brand: 'Tyrell's'
For this mood board,conducted secondary research In order to find out more about our brand. We focused on finding the history of the brand and its values, as well as their brand message.
Tyrell's is an all British organic snack manufacturer famous for their crisps and 'posh corn' popcorn, based in Herefordshire.
As a brand, it was clear that Tyrrell's truly believe that the old way is the best way and this is conveyed through their vintage packaging. When the brand was first introduced they experienced immediate success and popularity due to the fact that the way that they package their products is very unique to the market. Tyrrell's is very English, and they make sure to convey this factor in their approach by including humorous puns on old English sayings and using old black and white images from the 1920’s. This shows that the brand focuses on implementing their traditional and English values onto their packaging rather than making it look extremely modern, which allows them to promote the message of the brand more clearly.
Also , on the packet they include the main ingredients that go into the flavour of the snack and highlight them in colour. We thought that this was really effective as the contrasting colours and the humorous images will attract younger market and the nostalgia from the black and white images will attract older market, therefore making Tyrrells as a brand a very versatile.
Mood board 1/2 - Product: Cycle Helmet
For this board, we included lots of pictures of cycle helmets so that we could see different types of shapes that they come in, as well as the different materials that are used to create them. From secondary research, we found out that the helmets are made for expanded Polystyrene, which is essential since this is what absorbs the shock in the event of an accident.
As well as this, from secondary research we also discovered that the prices that retailers charge for bicycle helmets range from £15.00 - £159.99 which gave us a guide for the prices that we could charge for a Tyrrells helmet.
Mood board 2 - Connotations and associations
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(Mood board 2 in process of being completed)
We decided to create a big idea chart so that we could see how a collaboration between Tyrrells and Bicycle Helmets would benefit potential consumers. Firstly, we said that the purpose of the product was to protect as well as be stylish. We though that this is important as Tyrrells is a part of the premium crisp market, therefore we needed a product that would be stylish. As well as this, we wanted it to be very English so it would convey that Tyrrells prides itself in being a purely English brand.
For values, we wanted the helmet to be ecological, Natural and Artisinal. This is because the products that Tyrrells make are all of these things and they are very high quality, and we want this to be translated into the helmet. Also, we wanted our helmets to be handmade so that attention can be paid to detail and each product is made to the highest standard.
For personality, we want the Helmet to be exclusive. Tyrrells is a high end product, so we wanted our product to be limited and not as accessible as regular helmets so that we can emphasise this factor.
Finally for positioning, we said that we wanted the product to be high end exclusive and quality over quantity. Tyrrells produce their snacks in small batches so that they can ensure that every packet is filled with a high quality product.
We also wrote some of the ideas that we had for a collaboration between Tyrell's and a cycle helmet.
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Mood Board 3 - Final Idea
After our brain storming and thought processes, we decided that the idea we liked the best was recycling the snack packets and covering the helmet. We decided that we wanted the helmets to be the shape of old hats worn in the early 1900's such as top hats and flat caps so that we could emulate the old and traditional values that Tyrrell's as a brand promote. We decided to use a flat cap for the vegetable crips since farmers wear this style of cap therefore this would represent this type of snack. Then we wanted to experiment with using a top hat for the popcorn wrappers as the shape to us resembled an upside down popcorn bucket. In order to bring these ideas to life, I edited the hats on photoshop. As well as this, I created what a potential advert for Tyrell's helmets would look like in the middle of the mood board. As well as this I included the tag line "Hand made english helmets". Since Tyrell's hand make their crisps, we wanted the helmets to be artisanal and handmade so that this value of the brand can translate into their collaboration with helmets.
Here are some close ups of the helmets and the advert that I designed on photoshop.
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| Helmet idea I edited on photoshop using Tyrell's 'Poshcorn' popcorn packets. |
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| Helmet I edited using the packets from the vegetable crisps. |
Overall, despite the fact that the idea that we had was very out there (mainly the popcorn hat), I think that the way we presented our idea was very professional and it was backed up with lots of research and visual aid. As well as this, we received positive feedback after our presentation and were told that our idea was very innovative.
If I were to complete this task again, I would have made the cycle helmet mood board more visually pleasing as I think that it let our other mood boards down slightly. Also, we let our own feelings towards cycle helmets affect the way we completed this mood board since we lacked enthusiasm in this product.
Thanks for reading.
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