Ella's Kitchen // Collaborative Brief // Individual Design Boards

Ella's Kitchen // Final Pictures of Product

Katie and I booked out the photography studio to photograph our tree, we wanted to have some good quality photo's of it as we had spent quite a bit of time on it, it took ages to cut out on the laser cutter!

We are both very pleased with our photographs as it was the first time we'd booked out the studio and used the equipment without supervision.  We did need a little help but I know feel like I have the confidence to do it alone.

We are also pleased with the aesthetic and of our tree and think it would suit it's purpose well to inform people of the brand while also proving the brand values of imagination and playfulness.

Ella's Kitchen // Progress

 The Dream Team

These pictures document our progress of the painting of the laser cut tree and the decorations

Ella's Kitchen // Design Boards

Below are the partner design boards which we sent off to the competition.  Katie put these one's together while I worked on the poster designs.

Ella's Kitchen // Character Development

Below are Katies fruit shapes, which were originally for the laser cutter but when designing the poster, I felt it needed a bit of humour to make it more playful, so I have edited them slightly.

 

 

Adding simple hands, feet and eyes makes these illustrations come alive :)

 

Ella's Kitchen // Tree Decorations & Information

Below are the fruits that my partner Katie Winter designed, and underneath you can see I have edited them slightly to prepare them to be cut out on the laser cutter tomorrow and added the information I found researching the brand that I have condensed down so that it will fit onto the decorations.

I think Katie's fruit illustrations work well as she has eye dropped the colours from the Ella's Kitchen website and the bubbly shapes are quite childlike and work well.

 

I have added what I think is relevant information to the decorations so far and plan to consult Katie tomorrow to see if she agrees or has any suggestions.

Ella's Kitchen // Poster Development

Here is the poster in it's simplest form, it seemed too simple so I developed it further.

 

 

The little fruity characters help this poster become more interesting and humorous. 

Ella's Kitchen // Poster Development

I have been working on developing a poster to go along with our table top interactive tree, to be placed behind the tree, or to be distributed to clients.

The poster will feature the tree as it signifies growing up to be big & strong and we really want to communicate that this is what Ella's Kitchen will help with.

You can see above that I have just created a clipping mask and lowered the opacities of the layers to get this grass effect.  The colour of the top layer has been eye-dropped from one of the leaves (the tree which Katie drew up).  


The text used in the image below is 'milkmoustachio' I think it is too illegible.  I want the text I use to be quite similar to child's hand writing while also being legible.  I shall keep looking...

 The text used below is 'little miss priss,' it is more legible but I think it should be bolder.

The next font I tried out was 'jskang.'  It works better because it is bolder and looks more child - like.

 

In this image I have used 'pencil pete'

Ella's Kitchen // Creative Requirements

Been getting a bit confused about what Ellas Kitchen actually want from us.  To go along with our toolkit (which is the tree and its decorations) I think we should also create some promotional material in the form of posters and probably some sort of welcome piece.

You could think about something simple to share with all our stakeholders like an email or .pdf welcoming them to the Ella’s Kitchen brand, as well as a printed version for initial meetings. But also think about an exciting bundle of items that could be sent to our long-term partners to help them understand and live our brand values on a day-to-day basis: they might be in another part of the world where we can’t meet with them personally on a regular basis.  
But of course you’re not limited to anything; we’d love to hear your ideas of how we can communicate our brand values to our stakeholders in any media (posters, magazines, comic strips, audio clips, animated videos, uniform, teracycle product, stationary… etc).

Ellas Kitchen // Design Sheets

Collaborative Brief // Ella's Kitchen

So today, my partner Katie Winter and I met up and analyzed the brief properly and brainstormed idea's together.  What we gathered from the brief:

• They want us to design a toolkit for them to send to current and future stakeholders communicating their brand values:
• genuineness
• imagination
• inspiration

"This is also reflected in five behavioural style values we’d expect of someone who lives by our brand values:

• Childlike: open, honest, imaginative, trusting, spirited and genuine (i.e. behaving like a toddler).
• Thinking differently: stand out from the crowd, open minded, confident, challenging and inquisitive.
• Good to each other: inclusive, approachable, self-aware, friendly, diverse and kind.
• Want to win: try to be top of the class, focussed, persistent, decisive and never give up.
• Business minded: sustainable, professional, grounded, accountable and knowledgeable."

• Their products are organic and they want children to grow up to eat healthily and so start them off from a young age eating healthy meals.

So we then went on to think up what could be in this tool kit considering the above points.  Also considering the processes we'd like to experiment with. We came up with some possible products:

• Toy wooden milk van which Katie found on the website which was what they originally delivered the product in.
• Chunky wooden cutlery set: facts about brand values engraved into them
• Chunky wooden fruit & veg with facts about nutrition
• A paper booklet to include other important information

We then came up with the idea that a great way for the information to be communicated would be to have it as interactive as possible.  We like the idea of hand-painting the wooden elements to keep with the child-like style.  

 The Big Idea:

A wooden tree cut out on the laser cutter that could be hung with the fruit/veg/cutlery with the information on.  We hope that the interactiveness of the tree will be sort of like a child's toy with the chunkiness of the wooden blocky vegetables etc and will convey an element of fun.  We also think this would be more memorable than a traditional toolkit.  It did say be inventive after all.

We originally thought that we could make a tree like the one below, but then we thought perhaps the others below with just one sheet of wood would be easier to transport.

The idea behind a tree could also communicate the idea of growing up to be big and strong just like the idea behind the organic baby food.

Responsive Collaborative // Ella's Kitchen

As I don't know an awful lot about baby food, I thought I'd take a quick look at what other brands are out there and what they have to say for themselves.  I came across quite a few organic baby food companies.  

Some have similar packaging as the Ella's Kitchen Brand.   

The fruit & veg on the front of these packages conveys the idea of health behind this brand.