For this exercise, I had a task to analyse a brief.  The brief should cover basic questions:

• What are you being asked to do?
• How will the client judge a successful outcome to the brief?
• What are the keywords?

What am I being asked to do?
Create packaging for Quaker’s new ‘Chilled Creamy Oats’ product for young women looking for a truly delicious healthy snack.

How will the client judge a successful outcome to the brief?
If the product will reach the target audience, which is active young females and if the product will be sold well and will have a good profit.

What are the keywords?

• Active
• Healthy
• Modern
• Nutritious

An additional questions I would like to ask the client
What kind and shape of packaging is it going to be? It’s quite important to understand is it going to be one shape for packaging, or are there are a series of packaging for healthy snacks?

Ideas for packaging
Option 1. Plastic yoghurt cup with a sealed foil coating. Is the plastic or wooden spoon meant to be included? Does it require to be a plastic cup on the top?
Option 2. Plastic bottle shape
Option 3. Paper Packaging

As soon as I get a feedback regards the shape of packaging, I would like to find out some design specifications:

• What are colours requirements?
• What is the final size of the packaging?
• How many millilitres each packaging does contain?
• Is design is going to be printed on the actual package, or shall it be a separate label?
• Shall it be used only vector images, or raster images as well?
• What images should be included in the design?
• How many types of flavours is it going to be?
• What is the main slogan? Or it should be invented as well?
• What font shall I use?

Where and how it will be reproduced?

• Is it a limited version of snacks for a special occasion or they will be constantly printed?
• Do you have contacts of printing company?
• If yes, what is the name of that company?
• What requirements do the printing company have?

I will need to incorporate illustrations, photographs or diagrams. Who will supply these?

• Who is the main contact?
• Who will send me a brand book, logo, font requirements?
• Is it going to be all photographs made by Quaker’s copyright photography, or should it be paid images from photo stock bank? Or is it mixing of both?

What are the timescales?
When would you like to see the initial ideas, the proofs, when the artwork goes to print and when the finished job is distributed?

What is the budget I need to work to?
I charge the client only for the design, or should the invoice be included in the estimate for printing on the packaging?

What am I being asked to do?
Give to the client creative ideas of the metaphorical journey on the theme of connections, that might link to the all kind of things – people, events, philosophy, theory, objects, history, literature, etc.

How will the client judge a successful outcome to the brief?

If the client will be satisfied with creative ideas and innovative design that I’m going to produce. If the design is going to meet up with requirements, target audience and marketing plan of the customer?

What are the keywords?

• Dramatic Contrast
• Changing Landscape
• Inter-connections
• Journey

An additional questions I would like to ask the client

• Who is the target audience?
• What are the timescales?
• What is the budget I need to work to?

What am I being asked to do?
Create ideas for the campaign ‘Why let drink decide?’ targeting the main audience – young people aged between 13 and 16.

How will the client judge a successful outcome to the brief?
If the product will reach the target audience, which is young people aged between 13 and 16. If the campaign will communicate effectively with the target audience, helping young people avoid drinking and to be less vulnerable.

What are the keywords?

• Underaged drinking
• Children
• Society
• Awareness
• Family
• Health
• Vulnerable

In conclusion

Having analysed the briefs I think the first one would most like to tackle. As to me, that is the most open to interpretation, while I was reading it I imagined ideas, keywords and design sketches that I will use while creating visuals for the customer. I think the first brief will help me to make some sketches and drawings for the packaging design, analyse the history of the brand and go back to their origins that to provide a new sort of design.