DESIGNER: Karen Algeo BRIEF

DESIGNER: Karen Algeo BRIEF

INTENDED RANGE Peter Alexander is extending it s variety of products into consumables. This product will be unique, beautiful, fresh fruit cut like flowers. The flowers are edible and are perfect for snacking, parties, decorating and gifting. They will be customisable for special occassions, perfect for wedding favours, birthday gifts or even a small indulgence. These trendy, tasty fruits will attract loyal Peter Alexander customers and create new ones. This product with have three varients in it s range. Brand name ideas: - Fruit Flowers - Spring Melons - Blooming Fruits - Fruit Blossoms - Fruit Sprouts - Floral Fruits - Fruit Buds - Blooms - Bloomin Fruits - Berry Blooms - Bloomin Treats - Blossom Treats - Dainty Delights - Nectar Nibbles - Budding Fruits LEFT Possible pack formats: - Plastic boxes - Aluminium tins - Cylindical/square cardboard box

WHY? IN BED WITH THE BRAND PEEPS The world is becoming more health conscious and fruit is the perfect answer to this growing trend. Most fruit currently available on the market include additives, this has established a potentially profitable area in the food division for fresh, natural fruits. Although there are whole fruits available, they are not as attractive to the market as packaged items. A line of fruit under the Peter Alexander brand will provide customers with an attractive and ideal healthy gift or snack. Current market trends show consumers becoming more and more health concious and are seeking out natural alternatives. The Peter Alexander brand has currently been expanding it s locations to overseas, most recently New Zealand. In 2000 the brand was making $6 million per year and by growing 40% annually, it is rapidly growing. The new fruit product is new, unique and will be sold in markets, food halls and within Peter Alexander stores. This means minimal visual competition, the product is so unique that it will stand out in any location. PRIMARY: 25-30 WOMEN, FINANCIALLY STABLE. SECONDARY: 20-35 WOMEN, PURCHASING GIFTS. TERTIARY: 16-30 MEN, PURCHASING FOR WOMEN.

UNIQUE SELLING POINT: This product is offering a unique, beautiful, edible, tasty piece of art. It is fruit cut into a new form, a flower. These pieces of fruit have huge gifting potential and are a fun, easy way to get a healthy snack. PACKAGING OBJECTIVES: The packaging will have to keep the product fresh and undamaged from transport by a chilled courier. It will need to be relatively easy to open and remove the fruit. The Peter Alexander logo will appear on the packaging, but smaller than the sub-brand logo. There will be advertising on the packaging, recommending other products in the range. At the point of sale, there will be displays and environmental branding. PERSONALITY: The brand has an international appeal and is fun, trendy, convenient, playful, unique, innovative and quality. It has all the traits of the Peter Alexander brand. The brand is NOT boring, daggy, fattening or exclusive. It s something that women would want and could have. DESIGN TASK: - Develop a sub-brand name and logo. - Design packaging for a range of three fruit flowers. - Create a full page A4 magazine, bus stop and environmental promotion.

ENEMIES The Peter Alexander fruit product will not be competeing on shelves. It is differentiated through the unique form of the product. The packaging will be crafty, unlike the commerical Golden Circle product. The brand also has a huge differentiating factor in this market, because it s well known, people will trust it more that ones they don t (Naked Berry). TARGET MARKET: 30-40, PURCHASING GIFTS. Sub-brand of Roses Only, sells cardboard boxes filled with whole fruits, wines and chocolates. TARGET MARKET: 20-30, PURCHASING GIFTS. Sells baskets filled with cut fruits on sticks. Has a variety of themed baskets, using fresh fruits and chocolate. TARGET MARKET: 20-40, SNACKING OR COOKING. Sells a variety of cut fruits in tins. Products differ in the method that the fruit is cut (whole, diced etc.). TARGET MARKET: 15+, FOR ALL PURPOSES. Sells a variety of whole fruits that are sold without packaging in trays and crates.

WEEK 5 Create brief. WEEK 6 Packaging design concept. WEEK 7 Packaging design renderings and mock ups. WEEK 9 Design tweaks and modifications. WEEK 10 Design presentation. WEEK 11 Create brief and develop concepts. WEEK 13 Produce final art. WEEK 14 Design presentation and document. TIMELINE

CLIENT: Peter Alexander DESIGNER: Karen Algeo LECTURER: lisa Molloy