Design Practice: 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.