Showing posts with label Brief 15 - YCN Yorkshire Tea. Show all posts
Showing posts with label Brief 15 - YCN Yorkshire Tea. Show all posts

OUGD603: Extended Practice Overview

So you're able to see what's what, I've made this post to quick link you to the work, easily.

All briefs attempted with links to post:

*(Projects stricken out have been cancelled for various reasons)

OUGD603: Briefs & Evaluations (Project File)


OUGD603: Extended Practice Submission Boards


OUGD603: YCN – Yorkshire Tea // Competition Submission Boards

Below are the boards which were submitted to YCN as part of their competition.

Based on the advise which was given to us when a member of the YCN team came and spoke with us, in December last year. Combining that with what we have been taught last academic year by Fred in the Design Principles module, and Phil and Lorraine in the Design Practice 2 module.

The YCN advice was as follows, in a nut shell.

  • Creating 8-10 boards
    • 1-2 Research
    • 3-6 Product Journey
    • 7-10 Present
  • Show originality and conceptualisation
Combining that with the methods which have been engraved into my brain from last academic year, such as large visual images, impact boards and concise copy. Avoiding any waffle or irrelevant dialogue. 

Which lead to this, in collaboration with Adam Garbutt. 


OUGD603: Brief 15 - YCN: Yorkshire Tea // Box Imagery Artworking

The boxes are to use a seamless panorama, to do so, we need to adjust the images so that they wrap around seamlessly. To the edge of the left side meets the edge of the right side, appearing to be one image. 


Original image, sourced from flickr – within the competition guidelines. 


Sampling the right side and mirroring it, then blending it with left side, for a seamless transition. 


Yorkshire Gold image, featuring heather and a rich and colourful landscape, also sourced from flickr. 


Creating a seamless pine tree, for a complete wrap around. 

OUGD603: Brief 15 - YCN Yorkshire Tea // Labelling Development 02

As we were moving an a different direction from railway signage. We went back to the banners and tried to expand on them – creating something which can hold multiple forms of information, in one. The tea type, the tagline and the quantity. 


I tried making a content box, with a banner wrapped around it. Using the banner as an inter sector, to divide the content box into two, whilst also making an area of content in itself. Which was perfect to house all three copy elements that we were after. 


Adam hates rounded edges – he suggested we reduce the amount of rounding on the edges of the boxes, to add an aspects of sharpness to the design. The rounded edges appealed to a much younger audience, more children than adults, so sharpening them helps hit out 18-30 audience range. 


We tried removing the upper section of the original content box, to draw more attention to the 'Let's have a proper brew' tagline. We feel this achieves this. 


Again, reducing the rounded edges for the same reason as above. 


The full range of banners, in all the colours from the Yorkshire Tea brand. With their associated blends stated above the banner, with the exception of the original. 


On a smaller scale, the banners don't really work as effectively, you struggle to read it. Increasing the weight of the font, and the point size ever so slightly solves that problem. 

OUGD603: Brief 15 - YCN Yorkshire Tea // Labeling 01

On the Yorkshire Tea box, we want to develop and improve the existing labelling system used on the current Yorkshire Tea packaging. 

In terms of font and colour, for the labelling. We're using Source Sans Pro, a font I've used countless times in other briefs as for it's readable and legible qualities. Having a broad range of weights and and widths to utilise across the project. It's extremely robust. 

The colours have been sampled from Yorkshire Tea's original range. 


I first experimented with a banner, similar to the one used for the brand 'Brewed Tea'. Sampling the gold from the colours used on the design of the box. Using a warp to create a slight curve, to give it the appearance of being 'draped', as a banner would. 


As it obscured the word 'tea', in the first photo, I moved it up. Where it doesn't obscure any of the type. However, it doesn't fit, it looks quite out of place with it's sharp edges. 

Additional version of the banner, which have been created in all the different versions of the of tea available from Yorkshire Tea. Some variants include a drop shadow, which has been added to help lift the banner from the background, adding a 3D effect – making it stand out against the images. 

Finally, based on the design of old railway signs, which can be found around the NYMR.  Trying to bring some dated design into the design, to help resinate the traditional elements of Yorkshire Tea. However, Adam and I decided against this, as they said 'railways', rather than 'Yorkshire'.



OUGD603: Brief 15 - YCN Yorkshire Tea // Further Design Development

 Additional analysis of some other tea boxes we picked up informed out design process, or at least allowed us to flesh out some ideas and explore additional concepts.


Looking at alternative ways of displaying the information which would be expected on the back of a Yorkshire Tea box, such as the brewing time and other information such as the net weight, or the tea blend. Perhaps even room to display the ethics and morals of the company. Adding the brewing time to the interior of the box adds a sense of interaction to the process of opening the box. 


Additional examples of tea packaging has been used to identity how over designers have displayed the content on the back of the packaging. Using oversized letters and numbers to draw attention to them, creating a feeling of hierarchy within the content. 


Adam and I also explored the idea of using a print within the contents of the box, so that when you open up the box, you're opening it up to the gorgeous Yorkshire Moors. 

OUGD603: Brief 5 - YCN Yorkshire Tea // Mock Up Construction

Following the design development seen in the previous posts, we looked into creating a mock up for our box, so we can really see how it will feel off the screen. How it looks, sits and works as an object. 

Based on our concepts and the net deconstruction, as seen in previous posts. We applied a rough design to the net, and sent it to print – as we had a print slot handy. 


The box uses a wrap around panorama, which captures the beauty of the rural Yorkshire landscape from every angle of the box – apart from the back, at this stage. Using the red back as a place holder for any copy or other content. 


The inside of the net, which mimics the original net of the Yorkshire Tea box, but at a smaller scale, to save on costs. We know the how big the full scale box will be, as we own plenty of the current Yorkshire Tea boxes. 


A shot of the box mock up, the beautiful Yorkshire landscape dominating the box. Perhaps washing out the modified logo or any other content. Perhaps a revisit of the box design would be beneficial, upon review.

However, we really love the red lid, a banner. We think it really brings a new dynamic to the box. Keeping the iconic red which is associated with Yorkshire Tea, but not obscuring the imagery. 


Further design development for the final boxes will follow. 


OUGD603: Brief 15 - YCN Yorkshire Tea // My Beauty Tea Research

As part of the research for Yorkshire Tea – I've begun to look at more 'quirky' tea brands, to see if there's anything which can be implemented into our Tea innovation project. I'm looking into the My Beauty Tea brand, displaying what they offer and their presentation. 


Initially, you can see that they're a very friendly brand – using hand rendered (or simulated) typography, which adds a hand crafted quality to their image. Hand crafted usually implies that they are unique, and made with care. 



They present their Tea infusions by shaping them into hearts – which adds a feminine connotation to the brand, if that wasn't already obvious from their name.


Another fun quality to their brand is their tea infuser – dubbed the Manatea. The quirky tea infuser adds an element of enjoyment to the company. You will want to brew their teas in the Manatea.


OUGD603: Progress Tutorial

I engaged in a progress tutorial with Simon Jones, earlier today – to see how the term is going, so far. I was looking for some advice and confirmation what I was on track with the briefs I'm undertaking. I was also able to get some feedback on a couple of briefs which are currently being worked on.

Simon seemed happy with my progress and workflow at this stage of the year, having it  “all in hand”.  I feel like I've still got a lot to do, however I've just got to crack on with it, really.

I've not really had much contact time with Simon previously, so I showed him some of the completed briefs, so he was able to get an idea of what I'm about – in terms of design.

I spoke with Simon about the YCN Yorkshire Tea brief, which I'm undertaking as a collaborative brief with Adam Garbutt. A brief which we've made some good progress in, but we're not sure if it's an appropriate direction. We've used photography instead of the traditional watercolour to bring new life to the packaging – in attempted to appeal to a younger audience. Simon commented that perhaps photography might not be the best direction, as the dated water colour has a 'tweedyness' to it. Which reminds you of Yorkshire.

Of course, the photography direction was only one of our ideas so far, we will be taking the 'tweedyness' into account when developing our packaging further.


OUGD603: Brief 15 - YCN Yorkshire Tea // Brewing Time Development

Following research into stopwatch iconography, I've decided how the stopwatch for this icon should look. I established the mandatories on the icon should be the start-stop button and the lap button around the face of the watch. Doing this creates the familiar shape of the watch, and adding function to the device, almost like you can pick it up and use it. 

The markers on the face have been added for every eighth of an hour, I experimented by adding a marker at every quarter hour mark, however due to the simplicity of the watch, I felt that this could be pushed further. Adding an additional marker between each quarter mark seems to have worked well – even though an eighth of an hour on a stop watch is 7.5 seconds, which you wouldn't typically find. 


I positioned the hand of the watch slightly to the right of the starting position, doing so would suggest that the watch is in motion, bringing life to the illustration. 


In the original brewing time illustration, a teapot has been used to show the brewing in action – almost. However, Yorkshire Tea has their own signature tea pot, which hasn't been used in the illustration. 

I traced the Yorkshire Tea mug, making adjustments to certain areas of it so the perspective appears face on, rather than a high angle shot. 


Transforming the shape into the outline version, to match the appearance of the stop watch. Which has been set to a slight angle, to appear as though it's resting against the tea pot – almost bringing the illustration to life. 




Adding the modified Yorkshire Tea logo, which we created for the front of the box, promoting the new clean modern packaging. The ‘Taylors of Harrogate’ may yet be removed, as it's very small. 

OUGD603: Brief 15 - YCN Yorkshire Tea // Stop Watch Research

I need to create an icon which to demonstrate the passage of time – which will go with the brewing information on the rear of the packaging. I've experimented with an hour glass, however this was difficult to illustrator in a minimalist icon, which would work on a small scale. As seen in a previous post.


The icons above are in a similar style as to what I'd like to use for the icons. Using lines and colours to illustrate the time on the stop watch. Red for start, yellow for 'in progress' and green for complete. Using the start/stop and lap buttons around the face of the watch reinforce the shape and familiarity that the icon is indeed a stop watch. 


Above is an animation, which contains a stop watch. The stop watch used in the animation is much more realistic than the much more minimal watches, pictured above the animation. This wouldn't really work for my icon, as it will be very small. As it's so small the detail and texture would be lost to the size – keeping it minimal is the way to go. 


The animation above, which contains another stop watch is a much more minimal, flat design. Not as simple as a line icon, pictured in the top image – however the lack of detail and texture makes the illustration much more effective and easier to use on a smaller scale. 

The illustration also has points on the watch face, to mark the seconds or minutes on the watch. Adding these also helps exemplify that the illustration is a watch. However using too many markers could be come difficult to see at a small scale, perhaps reducing the markers to every quarter hour mark would be more beneficial. 


The illustration/icon above is a play on the dribble logo, incorporating the design of a stop watch by adding two key features which really transform the basketball into a stop watch – the addition of the start-stop button and the lap button. It's essential I include these in my illustration to really display that the icon is a stop watch. 


The stopwatch icon above used markers on the watch face at every quarter-hour mark, which would work much better at a small scale rather than with the full twelve markers on the watch face. 


The stop watch pictured above is more in the line art style which I would be using, it used the lap button and the stop-start button, and the really – in as few shapes as possible, looks like a stop watch. 

OUGD603: Brief 15 - Yorkshire Tea // Brewing Instructions Development

On the back of the Yorkshire Tea box, there are instructions for brewing time. Adam and I want to tidy this section of the box up, and simplify the design, so the box's design feels more consistent. 

I want to visually represent a timer. When I've visited tea shops in the past I've been given a hourglass which times 3-5 minutes – so you're able to decide your tea strength. For example pictured below Eteaket in Edinburgh, which I've visited a few times. (image not my own)


You can see the hourglass pictured next to the tea pot. It's a nice touch to allow control of the brewing accurately – which is always appreciated by tea connoisseurs. 


I sampled an image of some timers to illustrate to see if they work visually, if they're appropriate for the style of the box. 


Upon experimentation, I decided that they don't really work. The icons will be fairly small, and it's difficult to illustrator sand and glass on a small scale. A change of direction was needed. 

Click here to see the new direction

OUGD603: Brief 15 - YCN Yorkshire Tea // Box Net Development

As part of the development from Yorkshire Tea. We've created a mock up for the box, so we can get an idea of how our plan and design concept will pan out, as it's difficult to tell on screen. It would also be beneficial in critiques, as it's easier to convey our concept with physical mock ups. 


Thankfully, I had a Yorkshire box handy. I deconstructed the packaging to reveal it's net. Which i was able to measure up and recreate in Illustrator, as seen below. All the dimensions have been measured and the net is completely accurate to the original. 


Since the net is 100% accurate to the box, we will be reusing it at a later stage in the design to apply the final design to. However, in this case we're going to reduce the size of the box by around 10%, so the packaging fits onto A3 – to reduce costs for development. 


How the mock up net looks with the added design concept Adam and I have created. We've left the back part of the net red, as it will only be filled with copy, which will be taken directly from the Yorkshire tea box.

OUGD603: Brief 15 - YCN Yorkshire Tea // Design Stage 01

After working through some research which Adam and I previously had undertaken, we began to work through the assets provided by Yorkshire Tea in the YCN package, to see how they could be modified and applied to the product. 


The existing Yorkshire Tea logo, which to use looked quite dated and blocky. It wasn't as dynamic as we would've liked it to be. Our research pointed to fresh logos, such as the Dorset Tea logo for example.  


We removed the black box and outline from around the Yorkshire Tea logo, discarding the red outline, creating a clean logotype, which with a transparent background allows it much more versatile, being able to work with the imagery around it. In this particular example, we tried to raise the E's point size, to match the Y. Although this balanced the visuals, it changed how the logo sounded, adding emphasis to the E, which wasn't needed. 


We tried to adjust the composition of the typography, moving the Tea to the first line, to sit with the Yorkshire. However, the compromised the subheading, Taylors of Harrogate, as it no longer could sit centrally aligned in the logo. 



After decided to leave the composition alone, we then looked at how the logo would work with imagery. Our research showed the competitors using imagery with worked as a wrap around on the packaging.

The main competitor, Dorset Tea, used an illustrative style on their packaging, it looks really good. Fresh, modern and vibrant. Unfortunately, the painting style which is used around the box for Yorkshire Tea looks extremely dated, in comparison. So we've decided to use Photography as the main imagery for Yorkshire Tea – which will allow us to capture the scenery of Yorkshire, but in a more modern way. 

We also tried experimenting with how we could keep the Yorkshire Tea red in the packaging, as not to alienate the brand colour. 



Applying a red overlay keeps the brands colour in, however it over powers the image – perhaps a more subtle overlay may work better. 

Then focusing on the main imagery, trying to capture Yorkshire through photography. We've sourced these images from Google, but we are planning to head out and take our own images for the packaging. The images will be in the form of a panorama, so they wrap around the packaging. 




The images used are all very 'step back', looking at the vast rolling hills, the beautiful natural views and the historic attractions such as the steam railways and the viaducts. Using these almost makes Yorkshire look more powerful, a beautiful area with stunning natural beauty. 

The refined logo works particularly well with the images, as it's stripped back nature allows for the image to pass through the transparent parts, rather than being obscured by the black frame. The lack of complexity in the logo also allows for the image to feel more dominant, drawing attention to it. Visually, it looks far more pleasing and modern. Which is what we're after, as our audience is much younger. 


Quick visual mock up we created in illustrator to show how the box might work, and how the imagery may pan out. Removing the red from the imagery allows the red on the lip of the lid to stand out more. The box visually looks so much more organised, and clear. 

We plan to capture a panorama, so we're able to wrap the imagery around the box, certainly to the sides, and perhaps even the back, if it looks right – however, we'll need space for the copy on the current Yorkshire tea box. 


Integrating the slogan for Yorkshire Tea. 'Let's have a proper brew'. We attempted to see if an arching composition would work, to mirror the rolling hills – it doesn't. 


We ended up keeping the layout fairly similar to the original box, but with the updated imagery, it just looked fresh and clean – much more modern than the original box. 


We tried adding a stroke around the quantity box, however this just made the design more complex, which we want to avoid, so we removed it. 


We attempted to a more rounded lip, which secures the lid to the front panel of the box, however it didn't really feel as strong as the current version – square with rounded corners. So we decided to keep it as it is. Doing this will keep some familiarity in the design. The goal really is to keep the brand as familiar as possible, however refresh it enough to feel different and new. 


Rough design of the box, the spacing and typography will be tightened up following a critique. 

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