Concept and Pre-production

Here are a few designs I've tested out:

Concept 1

As we have not yet photographed any of the buns, and there are no images of them already taken on a white background, I tested out the design by using and re-shaping different rolls I had found on the internet. 

The reason I chose to test out this design was because it would show of the variety of food the client has to offer - which would appeal to a wider audience, and is minimalistic yet potentially effective. 

Concept 2

This designs layout is very similar to Design 1, however, the print features only one of the buns, surrounded by its ingredients. I tested out my original idea to have the bun sliced down the middle, and in place of the other side having the ingredients - although this appeared slightly tacky. 

Concept 3

As we have not photographed any of Scrimshaws buns yet, I have used one of the images the client has sent over via email. I've increased the saturation of the bun, cleaned up the background, removed the business card, as well as adjusted the proportions of the image and added the logo. The information/writing would be positioned to the right of the print. I decided to test this particular design out as I felt it was simplistic, and there was only one focus - which therefore draws the viewers attention directly to the bun. The image also looks more classy, in comparison to Design 1 which looks cheaper (although with Scrimshaws buns the design should appear classier).

Position in the marketplace:
As the food is displayed in a polestyrene box, it makes the viewers aware that the food is take away and quick to buy. It also displayed one of the buns, showing that unlike fast food restaurants like McDonalds and Burger King, the food is healthy. Lastly, unlike McDonalds signs which appear bright and colourful to draw in attention, the colours are less saturated and are natural tones, making the pop up kitchen appear classier. 

Concept 4

Using images of Scrimshaws buns, I devised a layout and background to display them on. As Concept 3 had used a previously shot image of a bun on a wooden surface (and this complimented the food) I found an image of wood on the Scrimshaws Facebook page, and adapted it into a background.

I am still not 100% sure about the use of polarized images to display the food, but I decided to use this to test out to see if the white boarders would work well.

I also quickly tested it out on a portrait background - but the information and slogans would be placed in the centre of the print instead.

Position in the marketplace:
This poster also would work extremely well to promote the companies current position in the market place, as the natural wood used as a background gives the print a classier look making it appear less like a fast food restaurant. It also displays the buns - which shows the food there appears healthy.

Potential for further development:
The reason I feel this poster template can be developed, is because it can be turned into many media channels, such as a flyer, poster, and menu, and therefore serve multiple purposes. There is also plenty of negative space for the client to add any information they feel is necessary .

Concept 5

As the van is currently under construction, for this concept I've had to use a photo of the van that was taken previously (image to the right). I've adjusted the proportions and colours, cropped the image, cleaned it up, and edited the contrast. I have experimented with where the information should be placed. although I am still not happy with the typeface and size of the font.

We also came up with another similar concept where the van would be graphically drawn. 

Production Plans

For this unit, we are producing the advertising campaign free of charge - however these would be similar costs to what a freelance designer would charge:

Concept 1, 2, 3 & 4:
 These concepts would firstly require our group hiring out a studio and inviting in our client and their product. We would need 3 hours in the studio, 1 hour for us and the client to set up, 1.5 for the shoot and 0.5 to pack away.

Cost to hire a typical photography studio per hour: £30
Cost to hire the studio for 3 hours: £90

We are given 1 week to complete the final design for the print advertisement, therefore 7 lessons, which is equivalent to 10.5 hours.

This will be done using Photoshop (I will not include this in the budget, as a freelance designer would be expected to already have this software).

According to smallbusiness.costhelper.com: A freelance designer can charge anything between £13 - £230 per hour, although the average charges £43 - £49. Many other sources on the web state they would accept no less then £30 an hour for an experienced designer. Therefore if we charged £30 per hour for 10.5 hours, it would typically cost £315. 

Total budget: £415

Concept 5:

This design would cost a similar price to the concepts above, minus the cost to hire a studio out - as we can only work with the images we already have of the van due to it being under construction.

10.5 hours spent on the final design: £315

Total: £315


Legal and Ethical Issues:
There are very few legal or ethical issues that we will clearly have to avoid, however:

- For the final design only feature the clients food, due to copyright reasons and false advertising
- If the client picks a concept that requires us to do a photo shoot of his food, make sure we don't capture any other products/brands/logos in the background

None of the concepts are clearly offensive in anyway, due to them either featuring food, or a van.