marmite brief
DESCRIPTION
The design brief for Royal College of Art Textiles students.TRANSCRIPT
RCA Design Competition
17th June 2011
Original
Limited Editions
Snacks Licensing
PRODUCT CATEGORIES
LOVERS
MARMITE’S MISSION
To be the antidote to blandness in people’s
everyday lives
Absolute honesty Irreverent
British
Warm (nostalgia)
Unique polarising taste
HeritageFanatical
Fans
MARMITE UBIQUITY
660,000 3
495 164,000,000
PREVIOUS WORK
?2012
TIME TO TOAST A NEW DESIGN
Start with this …….START HERE
You are creating … a licensed design
Flat artwork FLAT
ARTWORK
STYLE GUIDES
LICENSEES
FINISHED PRODUCT
DESIGN MANDATORIES
• 2D format
• Flexible – needs to fit across a number of shapes and materials
Order of priority:1. Tableware (mugs, plates, coasters, tea towels)2. Homeware (cushions, bags, linen, artwork)3. Apparel
• Appeal across a broad spectrum of retailers (John Lewis, Heals, Debenhams, Paul Smith, Independent Design Shops)
• Design must be able to deliver RANGE
HELPFUL HINTS• The product is a badge of belonging – it must be clear its
Marmite• The design needs to have a broad appeal
• The design needs to be attractive (it will be on show in people’s homes)
• It should draw on the brand’s core assets, the things that make it great, cause a conversation (the Jar, the logo, Love and Hate, Black and Yellow)
• Colour variations facilitate range
• If you can’t see it in John Lewis its probably not working
TRUST ME I KNOW!
CUTE BUT OBSCURE
TRUST ME I KNOW!
DIGNIFIED BUT DISCONNECTED
TRUST ME I KNOW!
INTRIGUING BUT ABSTRACT
COMPETITION GUIDELINES
PRIZES
PRIZE VALUE
• £2,000 - Winner• £2,000 - Runner Up• £500 - Third Place
JudgingCOMPETITION PANEL INCLUDES:
2626
JUDGING
• Royal College of Art• Marmite• Commercial• Distributors• External Judges
TIMETABLE
1st Submissions 2nd
iteration Final Entries
Result announceme
nts
OTHER BENEFITSher benefits
• All entries exhibited in 2011 London Design Festival
• Winner will have their design featured across the Marmite product range and have the opportunity to attend a major trade fair
• Winner’s designs credited and will be able to take advantage of press and publicity surrounding the redesign and launch of the new product range
HOW TO ENTER
• Please submit first responses by 30th June• Please send these to
[email protected]• Entries to consist of photos of chosen
design route together with written explanation of chosen route (not more than 400 words)
Other resources
• We have set up a Marmite competition blog http://mamitecomp.tumblr.com
• Password = lovehate• You can download a video of this briefing
session & the one pager we have given you in your briefing packs
• The marmite ad reel• You can also post questions which we will
answer within 24 hours
OTHER RESOURCES
THANK YOU