YCN Pitch

I explained my initial ideas and showed some rough sketches for my design ideas in my pitch. I started  with pin pointing the requirements of the Nescafé brief and what they are asking me to do for them.

I need to come up with a product innovation for them and think about creative solutions to ensure the consumer can access a high quality coffee, instantly. They want me to emphasise the high quality barista coffee as well as the fact that it can be made quickly to fit into their busy lives. I also have to create a social media campaign to launch the product innovation.

The creative requirements are to write an explanation of my idea in a summary fewer than 300 words and explain how my concept will appeal to consumers. I need to also show them my ideas visually with  mock ups sketched by hand, made on software or a combination of both.

My target audience is a young and dynamic consumer aged between 25-35 and they have grown up with coffee shop culture drinking higher quality coffee and looking for better quality experiences. They love the coffee they get from coffee shops and want to make the coffee at home in a convenient and affordable way.

I showed some examples of vintage Nescafé adverts and posters I was looking at since I want to create a vintage theme within my own posters to appeal to the generation my innovation is aimed at. I also showed some examples of Carol Gillot's water colour paintings and Georgeta Blanaru's and Josephine Ryan's coffee paintings and portraits.

An issue of discussion took place about whether I would do my posters in the water colour style or the coffee painting style as I can't do both even if the style are similar it is the colour schemes which differentiates them greatly. I initially wanted to try out the coffee painting style but since I though it would make more sense to use the colour scheme from the product itself I decided in the end to stick with the water colour texture/ style.

I then showed my chosen colour scheme which I had extracted from the product and the branding guidelines for Nesacafé Azera which was downloadable with the brief. They are very strict and specific about the typography I'm allowed to use which has to be the two shown below meaning I can't make any of my own stylistic typography. One of the ideas I had earlier of a typographically styled poster wouldn't have worked because of this.

I then showed some of my rough sketches of my design ideas explaining where the colour scheme would take place and the style I was aiming for with each poster (before I decided I was going to stick with the water colour style). Another topic was discussed where my poster designs appeared too girly looking and appealed more to women, I hadn't realised this as this was not my intention and I noticed that it was indeed an error since I want my posters to appeal to both genders of a more mature nature and mind set rather than this feminine visual style.

I am going to work on doing some more rough sketches for poster designs to appeal more to men as well as some that look gender neutral. I'm also going to experiment with some watercolours using my chosen colour scheme and seeing which effects I can achieve on paper and if I can recreate them digitally.