Kadija Gooden: February 2015

Friday, 27 February 2015

YCN; Yorkshire Tea; card design process

I wanted to create the title of the game 'to dunk or not to dunk' with a typeface made of biscuits. I started to map out the first letters of the word and thought it didn't look very nice and would be too chunky and too big to fit onto a small A5 size playing card.

So i moved onto the idea of creating the numbers for the sequence of the biscuits that they should be played in instead. I also think that they are very chunky, but work better as numbers than letters. I need to fix the stretching in the 1 and the scaling properties so it doesn't warp.

The playing cards without any text or content. Playing around with sizing and layout on the card. I printed the pages and picked a correct layout in the yellow colour that goes well with the sizing of the cards. Also differentiating the biscuits by primary colours and contrast so the biscuit design stands out.

The playing cards with the customised numbers in biscuits. I need to work on the drawings more but for the intial design I will carry on developing the numerical idea.

Experimenting with different colours for the background and having the same colour for each biscuit. Also trying differnt sizes for the card, to fit more information on the card and more space to improve the layout and have individuality.

Back to the drawing board and deriving inspiration for the colour scheme from the original current packaging. Font on front page is not final and was just used for layout purposes.

Colour scheme changes, also font change for the title. I don't particularly like the likeness to the original packaging, I think it's a little too safe and basic.

I think it has potential and can be worked on to polish it and give it flare. I think the content is really key in this card game and i'm going to develop that from now.

Thursday, 26 February 2015

YCN; Yorkshire Tea Product Development: To Dunk or not to Dunk! Game

vector based illustrations

hand drawn feel imagery

nicely photographed images to cut into the final illustration.

I would like to have a stylised take on the Yorkshire brand accent. Have the same type of theme but more playful and fun. Either hand drawn or digitally illustrated images of the process and instructions for the game. Another idea is to have the real biscuits superimposed into an illustrated setting.

It'll become a tea time game that others can introduce to friends at a quiet tea break.

- bright
- engaging
- easy to read
- simple game
- all ages can play
- end result if realising the problem, CRUMBS!
- 'crumb catcher' solves the problem.

GAMES INSTRUCTIONS:

Multiple players
- Make a cup of Yorkshire Tea for each player
- Get your 4 different types of biscuits ready
- On the count of 3 dunk your biscuits half way in the tea.
- Guess how long the biscuit will last before it falls off
- Whoever's biscuit is still attached wins the round!
- However many types of biscuits you have is how many rounds you can go.

One Player
- Make a cup of Yorkshire Tea for each player
- Get your 4 different types of biscuits ready
- On the count of 3 dunk your biscuits half way in the tea.
- Record your personal score and try and beat it next time.
- If you lose, go to the next biscuit

Ending line will be if you lost the game you will probably appreciate this handy tool to stop the crumbs ruining your perfect brew! introducing the marketing of the 'crumb catcher'.

Tuesday, 24 February 2015

YCN; Yorkshire Tea Development: To Dunk or not to Dunk!

A game that comes along with the purchased box of Yorkshire Tea. Getting people more involved in the activity of tea and a new way of drinking tea.

The instructions will be in a step by step, next level type layout.

There will be a clear explanation that different biscuits will have to be used for advancing onto other levels, and it can one player or more preferably.

The language will be colloquial to tea drinkers but easy to understand by all ages.
It will also include tea slang such as brew, miffy or tiffy and cuppa etc.

The game will be light and fun, nothing to serious and will end on the note of raising the issue of crumbs in your tea from biscuits.

Which introduces the idea of the 'crumb catcher' that will be sold separately and advertised as something that is available to the customer. The game is a good incentive for the product because it solves the problem for the people who weren't very successful at the game.

Looking into which biscuits are popular and common for a british household to have in their cupboards to play the game.

Biscuits that stand out for me are Digestive, Fruit Shortcake, Shortbread Fingers, HobNob, Rich Tea, Bourbon.

But they can use whatever biscuits they want or have in the cupboard.

Sunday, 22 February 2015

YCN; Yorkshire Tea: Game Development; To Dunk or not to Dunk!

A quick mock up of a style of illustration I could use for my imagery for the game.

Different layouts for the cards, primary colours, based on colour scheme of original Yorkshire branding.Mock ups for the card game. Main cards for the game. Information will be in the lighter boxes.

Friday, 20 February 2015

YCN; Yorkshire Tea: To Dunk or not to Dunk! Challenge

I read this article on drinking tea the british way and it inspired me to not only focus on tea itself, but the activity that goes along with it.
http://hellogiggles.com/drinking-tea-the-british-way

It's a short article that answers all the common questions associated with drinking tea. An interesting battle between tea drinkers is a phrase coined Miffy or Tiffy which is describing whether you put the milk in first (Miffy) or tea first then milk (Tiffy). Its interesting to see its almost a subculture of tea and has developed a colloquial language amongst tea drinkers.
I really like the part about dunking biscuits, from my own experience i used to dunk as a child and feel revolted by the soggy residue in the cup at the end. I also found this mechanism that is made specially for that not to happen. Its a net for the tea that catches any wayward crumbs, keeping the tea fresh.

http://www.dailymail.co.uk/sciencetech/article-2757820/Now-THAT-S-teabag-Mesh-biscuit-catcher-stops-soggy-crumbs-ruining-brew.html

I then started to look at different types of biscuits and the most popular for dunking, I found a few online results and pie charts, but I also asked a few people and got some primary feedback. People mentioned using a Kit Kat as a straw to suck up the tea, Rich tea biscuits and jammy dodgers.

The research of the certain amount of time a biscuit had before it crumbles really intrigued me, like its almost a science and people have to have experience to know when to pull out in time.

I also want to send the message in a way that young audiences will be able to find it and feel accessible to the content. So as an avid user of Youtube myself, i feel like that style of video is essential to engage the audience. Having a short quick video thats fun will be a great platform to share content. i researched challenge videos that have a lot of views and they are mainly silly, with good looking young people with lots of personality.
here are a few examples of popular youtube challenge videos.

https://www.youtube.com/watch?v=0onJEWgAAg0

https://www.youtube.com/watch?v=28fufs7_szc

My idea

From this research is to create a short challenge video of a group of young people finding out what popular biscuits can withstand a dunk! Initial challenge is about guessing the right time before it falls off. I was also thinking of introducing my version of the 'crumb catcher' for Yorkshire to then have available for people who relate the dunking problems.

- biscuits will be named and not branded so its all about Yorkshire and people don't get confused by advertising.
- Yorkshire paraphernalia will be all around so people will have a clear distinction of the product throughout the film.
- ?? showing the tea being made in preparation, for extra purposes so people can understand.
- short and engaging 1-3 minutes.
- young people with personality and friendly rapport so it'll be easy to watch and engaging.
- ?? thinking of filming in public so it can become a spectacle and have an audience. So it would be filmed in a public area such a park and have the set up as a coffee table style tea experience.

Concept

- video, youtube challenge style, very popular amongst young audiences.
- each person has a cup of tea
- they all have the same biscuit, starting off with the easier biscuit, whoever's biscuits don't last are out.
- the people that are still in the game progress to another biscuit at medium difficulty
- then whoever wins then goes head to head or by them self has to try the hardest biscuit to guess the time of.
- then everyone drinks tea and the winner is crowned.
- maybe gets the prize of the crumb catcher.

I want it to be a friendly interactive video, as in we just stumbled among these people doing the activity and started filming. I want it to be natural and non scripted. Also if we do manage to film it in public, get the reactions from others that are sharing the experience too.

Feedback

Feedback i got from my peers was really good and has helped me cement my idea and expand maybe.

" a nice sentiment but the more participation required of the consumer the less the chance of people doing it? Fun and engaging as long as people get involved"
this has cemented my choice of using people that I already know aren't avid tea drinkers and could experience a new way of drinking tea.

"a good concept but is there a way to bring the focus back around to the tea, so that its not too focused on the biscuits?"
this was a great point and I don't want people to mistake it for a biscuit advert. It'll feature a lot of Yorkshire Tea branding and paraphernalia so that its not hard to miss. Im also going to look into making it more about the tea, maybe getting footage of the brew being made.

"love the name"
I think its really engaging and I'm glad i came across the article which gave me the catchy relatable title.

Monday, 16 February 2015

YCN Secondary Research

This to me feels organic and natural. Maybe not a good design for Yorkshire, but I could bring some elements of the design into the concept.

Modern, Young and Start up style. Very basic and easy to read, colours according to flavour etc.

Design concept going along with the theme of the product.

Innovative design, eco friendly, green and organic style. Packaging using natural organic materials.

Cool packaging, fresh easy use design.

Design concepts.

Interesting tea aesthetics for people to enjoy the tea moment.

YNC Primary Research: Other Tea Companies and Packaging

The Tea Company in Covent Garden

Looking at English teas and their packaging and branding.

What comes along with tea and tea fanatics invest in are crockery.

Historical tea items, how tea was made before.

Whitard Tea Company

Packaging and Branding. Special tools to brew the tea.

Package for sale for special occasion and items to go along with the experience.

Testers, brewing in glass pots with a tea candle heater.

Different types of tea have very different aesthetics.

Luxury East India Company

Friday, 13 February 2015

YCN Research: Yorkshire Tea

Yorkshire Tea Research

Ethos:

At Yorkshire Tea, we know how to make a proper brew. Our tea buyers travel the world's best tea gardens and estates. They taste hundreds of teas every day to select the quality of tea that's perfect for our blends and your teapot. Little Urn, our specially converted ice cream van, travels Britain and overseas pouring proper brews - follow his adventures and join in on Facebook and Twitter. We do everything properly as all Yorkshire Tea is produced by Rainforest Alliance certified growers and we've even pledged to save an area the size of Yorkshire with our Yorkshire Rainforest Project.

Social Media