BRIEF 4Marks & Spencer

Competition

1/5

Design Practice 3

Level 6

BRIEF & CONCEPTThe brief was to come up with the ultimate picnic pack, with the theme of our choice, for M&S. It has to include everything from food and drinks to cutlery and plates. Working collaboratively with Maya Srivastava, whose practice is driven by branding and layout, we came up with the concept of a movie night in picnic for two. This allows for the picnic to be at any time of the year.

From research into the M&S audience and existing visual styles, we decided that a more vintage approach to film would be most appropriate for M&S, rather than a more contemporary cinema style. This idea is reflected through the choice of concept, imagery and typography.

2/5

Design Practice 3

Level 6

BRIEF 4Marks & Spencer

Competition

IMAGERYThe imagery has been kept simple and designed to be easily recognisable for what the type of food it is. The style of the imagery I have gone for has been developed from research into current M&S food packaging visuals and responding to what already works and what their audience find engaging to look and how it works well combining with food.

Two types of illustrations have been made so they both work for their purpose of the picnic pack. The outline images have been designed for the outer packaging. These are designed to be more subtle and work as supporting imagery. The coloured images are for the individual tickets on the tray and show more detail to represent the foods that are included.

3/5

Design Practice 3

Level 6

BRIEF 4Marks & Spencer

Competition

INDIVIDUAL FOOD TRAYSThe food trays are based around the snack trays that you get in a modern cinema. This format is relevant as it is functional and helps to create the feeling that M&S has brought the cinema to your home. Continuing with the theme of the cinema tickets, we developed the concept of being able to interact with them in this manner. To get to the food, you need to tear the tickets along the perforated edges, much as the usher would at the cinema.

Each type of food has its own section and ticket within the tray, so that the food is kept separate and fresh. The imagery from the ‘tickets’ has been adapted into single colour illustrations for inside each food compartment.

4/5

Design Practice 3

Level 6

BRIEF 4Marks & Spencer

Competition

OVERALL PICNIC PACKAGINGThe overall packaging holds everything that is required for a movie night in picnic for two people. This is reflected by the tag line on the top of the box - ‘You pick the movie and we supply everything you need to enjoy it with a friend.’ The style of the type and layout on the top of the box is to resemble the old-fashioned cinema signage.

Other information provided on the outer packaging includes the contents of the picnic as well details about the food included. The two individual trays are stacked alonside a box containing the wine, wine glasses and cutlery. The front panel of the box folds down to allow for easier access when removing the trays from the box, so that everything remains intact.

5/5

Design Practice 3

Level 6

BRIEF 4Marks & Spencer

Competition

YOU PICK THE MOVIE AND WE SUPPLY EVERYTHING YOU NEED TO ENJOY IT WITH A FRIEND

MOVIE NIGHT PICNIC

POINT OF SALEThe brief was to come up with the ultimate picnic pack, with the theme of our choice, for M&S. It has to include everything from food and drinks to cutlery and plates. Working collaboratively with Maya Srivastava, whose practice is driven by branding and layout, we came up with the concept of a movie night in picnic for two. This allows for the picnic to be at any time of the year.

From research into the M&S audience and existing visual styles, we decided that a more vintage approach to film would be most appropriate for M&S, rather than a more contemporary cinema style. This idea is reflected through the choice of concept, imagery and typography.