Part 2: Ideas - the brief - writing a brief

For this exercise we were asked to select an illustration and to try to write a brief that would have led to the creation of the image.

I selected the new packaging for the range of Mornflake cereal products, created by illustrator and printmaker Clare Curtis.

It was interesting to work backwards from the finished illustration and to try to place oneself in the position of being the one writing the brief.



Here I have shown some sketchbook work for this exercise:

Writing a brief for Mornflake packaging




The old style packaging together with the new style.

Background of the company Mornflake have been milling oats in the south Cheshire countryside since 1675, and now 15 generations later, it is still owned and managed by the direct descendants of the original miller. We are the longest established millers of oats and cereal in the UK.

The brief We would like a fresh new modern look that is consistent with the long-established and traditional nature of our business and products. It must embrace the ideas of - nature - sustainability - health - high quality - purity - reliability. We would like the illustrator to have substantial creative input and liaise closely with our in-house team.

The audience

• food shoppers browsing in store and online wanting pure, natural, high quality cereal products
  
• consumers interested in buying British products and supporting traditional British manufacturing methods
• an existing base of consumers already aware of our products

The context The illustration is to be used across our range of natural cereal products - in stores and online. Additionally for advertising in magazines, newspapers and other media.

The content The illustration must be appropriate for a range of natural cereal products and packaging types including boxes, bags and sachets. The packaging will include text:

• manufacturer's name
• name and short description of product
• tagline 'Family milling in Cheshire since 1675'
• plus possible additional text for special promotions, awards, etc.

The illustration and text will be separate, but text space must be included as part of the overall design, and must allow for easy identification of the product. Some boxed ranges will also have a cut-out window to display the product inside. Space must also be allocated for this within the design layout.

The role To decorate, whilst conveying the combined messages of the product and the company: modern - traditional - natural - sustainable - healthy - wholesome - high quality - pure - long-established - reliable - down-to-earth.

The colours Earthy and natural - the palette must be restricted to 3 or 4 colours.



The flavour Traditional, handcrafted eg. wood cut/lino cut prints, simple lines and shapes, organic. Good examples are shown here in the prints by Edward Bawden and Angie Lewin.



The timetable:

• initial ideas: in 2 weeks
  
• visuals: in 6 weeks
• finished artwork: in 3 months