YCN - Brief Workshop

Breaking down a brief through questioning and analysis

What is it asking us to do?  

1. Make the Graze brand more distinctive and desirable.
2. Refresh the Graze box - Appealing to a wider audience.
3. Create a distinctive and unique brand identity that is versatile across a range of materials / deliverables.
4. Direct mail marketing campaign to increase customer base and audience.
5. Overall, be considerate about its impact on the environment.

Problems we are being asked to solve.  

1. Satisfy the customer.
2. Improve upon the existing brand.
3. Communicate what Graze does and has to offer.
4. Devise a promotion to entice new customers.
5. Revive the brand, and increase sales.

Below is a breakdown of what the brief is asking us but a more simplified version.

Content / Subject  
- Graze Box
- Nature
- Nutrition
- Health
- Online

Audience / Context  
- Office
- Work
- Female
- Premium
- Honest
- Environment

Media Distribution  
- Digital
- Direct Mail
- Promotion
- Internet
- Print

Product / Deliverables  
- Logo
- Box
- Promotion
- Brand
- Marketing

For next week

Research - look at competitors in terms of products, brands and general contextual research
Find out what problems you need to solve that are not necessarily outlined in the brief
How do you intend to solve these problems?