The Brief To advertise an alternative to slipper indirectly towards the elderly through their close relations.

Concept/PropositionTo expand the target market. To broaden the knowledge of the comfort behind a new line of footwear for the elderly.

BackgroundAsk most pensioners and they’ll tell you they feel 18 inside. Mentally they’re able. Physically however, well, that’s another story. Explore how these alterna-tives to slippers would provide more of an incentive as well as comfot than any ordinary pair of slippers would. There’s nothing like a pair of brand new shoes to get these pensioners up and running.

Target AudienceThe product will be used by the over 55 market, however, advertisements will be towards their close relations.

Tone of VoiceUse an appropriate tone of voice.

Manditory RequirementsA range of appropriate advertisements. Create a logo for a new brand of proposed footwear.

DeliverablesA range of appropriate advertisements in various formats, including for screen.

I have based my brief on the existing ‘Wrinkly Runners’, however, I have adapted it to suit my interests as a designer. I decided to re-think my target audience. Instead of the expected elderly people, I chose to target people who are associated with the elderly. Whether these people are relatives or just friends, I found using these people instead would give me more room for design. Although the elderly are not my primary target audience, I still need to take their wants and needs into consideration, as they will be the people using the product.

The Brief

Product // Range

Product // Range

Product /// Finals

I decided I wanted to create a logo at the very beginning of the brief. I chose to create a completely new brand so I could decide myself what kind of brand it would be. I wanted to be in charge of the overall feel of it.

My brand of footwear will be used by the elderly, from the age of 55 years onwards. I designed many initial logos for my brand. I also looked at existing logos for older womens clothing/shoes, and used their approach. I didn’t want to over-complicate my logo, as it needs to be understood by older people. This is the reason behind me simply using the word, ‘slips’. I needed something that would stand out and be easily read.

I decided I wanted to create a logo at the very beginning of the brief. I chose to create a completely new brand so I could decide myself what kind of brand it would be. I wanted to be in charge of the overall feel of it.

My brand of footwear will be used by the elderly, from the age of 55 years onwards. I designed many initial logos for my brand. I also looked at existing logos for older womens clothing/shoes, and used their approach. I didn’t want to over-complicate my logo, as it needs to be understood by older people. This is the reason behind me simply using the word, ‘slips’. I needed something that would stand out and be easily read. As illustrated above, the logo would be seen on the exterior of the shop, as well as on the product and displays inside.

Branding

In context /// Distribution

Range /// Distribution