Development Work

Our development work for this project can be seen in our sketchbook in Emma's black folder, alongside this is A3 print outs of our final work

Presentation

Our presentation, all as separate images as it wasn't possible to upload a PDF.

EVALUATION

Evaluation:

For this module we were given the brand ‘Fairy’. At first we researched the brand itself; its morals, values and existing products in order to get a feel of who Fairy are as a company. We did some primary research by visiting various supermarkets to see Fairy’s position in the market and how it is presented on the shop shelves next to its competitors. This research was then taken into account when we were designing our new product, and we tried to keep in our minds at all times the ethos of the Fairy brand. We went through various product ideas but settled on Fairy baking kits, which we believed to be a strong idea which Fairy could very easily branch out into. 

When we first started to design the boxes we initially struggled to make them have a feel of ‘Fairy’ about them. Our initial designs wouldn’t have looked like Fairy products had you taken the logo away, and were very flat and not detailed enough. To overcome this we re-read our research and looked back at current Fairy products to focus our designs some more. We also spoke to Ollie a lot who helped us make our images more 3D and increase our knowledge in Illustrator. This enabled us to create designs which looks more commercial and realistic. 

We worked well together as a team and played each others strengths. We were more productive than had we been working separately as we motivated each other to keep improving and progressing our designs and ideas throughout this module. We communicated well and our workload was evenly spread between the two of us; we worked together rather than separately on different aspects of the project, and feel that this helped us in creating a better final outcome.

Our developed skills in Illustrator will help us with future projects, as we can take our new knowledge to help improve our overall work. Having Ollie there to assist us definitely helped and we took onboard his tips. Despite not using much photography within our work as it wasn’t really needed for our products, the tutorials that we did have by Matt will also help us in the future when required to use such skills.

If we were to do this again or if we had a little longer we possibly could have made the actual boxes rather than just having the digital visuals. We could also have done the back and sides of the other 3 boxes rather than just the one, however they would all look very similar so we didn't feel this to be necessary. Maybe in our research we could have contacted Fairy themselves to ask a few questions, whether or not they would’ve contacted us back or not.

Overall we are very pleased with our final outcomes and the development that we have undertaken within this module.

ALL OF OUR DEVELOPMENT WORK HAS BEEN PRINTED, ANNOTATED AND PUT TOGETHER, AND IS IN OUR FOLDERS UPSTAIRS!!!!





We had started to put it together as a sketchbook and noted down our ideas etc as we went along.

Advertising Strategy

We feel that there needs to be something more to the advertising of Fairy Baking Kits more than simply posters and leaflets advertising the product. An initial idea that we had was to have a Fairy Baking Kits colouring-in wall in Supermarkets where toddlers can bring in their coloured boxes to enter a colouring-in competition. From this we moved onto thinking about Fairy having family-orientated event days which bring out the joy of cooking and the family together. Such events could be advertised outside supermarkets, nurseries and schools, and similar places that our target audience are likely to see them. The events themselves would be held in local parks across the country, and would include cake competitions, bouncy castles, colouring stands, small fayre rides, BBQ, and baking lessons. This would appeal to all ages and all members of the family. 

Advertising Strategy

We were thinking about how we could advertise our new product in an interesting way that can involve the whole family and really show Fairy's true values through some kind of event or activity. We came across the Innocent annual London festival which they hold to promote their products and basically create a day full of fun activities, games, etc for the public to enjoy within the park. We thought that something similar would work really well for Fairy, and could help to encourage potential customers to try their products and start to enjoy baking and spending time bonding as a family.

Fairy Logo and Baby Icon

This Fairy baby logo is featured on most of their products and is very iconic. We need to think of a way of changing this baby to be more suitable for the cooking products and target audience yet still be recognisable and not too far away from the current illustration. We could find a way to make the baby look more like a toddler and more grown up, seen as the cake mixtures will be aimed at toddlers and above rather than babies and very young kids. There also might be something we can do to make him look like a chef or something, rather than an actual 'fairy'. 

On the Fairy liquid bottles the logo is green, however it changes colour on other products such as the washing detergents. We need to play around, changing the colour of the Fairy typography to see which suits our product(s) the best.

Doodle Bread

When we were researching packaging we came across this company: Doodle Bread who sell interesting innovative kits to make bread. We liked their doodle designs, and the colour in your own apron idea. We think that the style of boxes and illustrative style that they use could be applied to our cake boxes.

packaging

So far the only packaging that we have really considered is cardboard box packaging so we had a look at some more innovative ideas that exist.

Here is the article which accompanied the image above, the article explains how the creators of this brand made the products commercial.

We could put the ingredients in tin/lunchbox etc. which can be cleaned and re-used for something else

These ideas are good but they would be costly meaning that the end result may not be value for money which is something that Fairy stand for. So we have looked into more interesting cardboard packaging. This packaging isn't for cake mix but instead a bread making kit but we could use a similar idea. We like how the box has a handle so kids can carry their kit home themselves and that the box is not all coloured so that it is an activity children can do afterwards, or whilst their cakes are baking in the oven.

Another box design not for cakes but it could be adapted

A box which advertises the product but has an extension with a clear window to show the free item with the mix

Possible things we can bake

Going back to the baking idea, here are a few images of cakes etc we could make packaging etc for:

Another Idea

We also had the idea of creating suncream products for Fairy if the baking idea didn't work very well. We thought that suncream would be something that Fairy would be likely to do, as it protects your skin and keeps it from burning and being hurt. There are various 'family packs' out at the moment which include special kids creams in high factors and also a variety of lower factors suited for the parents and also aftersun to protect the skin afterwards. Here are a few examples:

Recpies

Having looked over the packaging that already exists it is clear that we have a lot too compete with, however we have noticed that all these boxed cake mixes include basicly a shachet of mix and all you have to do is add water. This is a good idea if you want to make cakes quickly however this is not the aim of our product, we are making a product which enables mother and child to spend quality time together so we think that it would be more relevant, and stand out against the existing products if our pack contained the ingredients seperated out.

 Fairy Cakes:

• 100g caster sugar (included in an individual bag)
• 100g very soft butter (wouldn't be provided)
• 100g self-raising flour (included in an individual bag)
• 2 eggs (wouldn't be included)
• 1 tsp vanilla extract (included in a small plastic pod with foil cap)

• 200g very soft butter (wouldn't be provided)
• 200g icing sugar (included in individual bag)
• food colouring , sprinkles, marshmallows etc (all included in  individual bag)

Ginger Bread Men and Women

• 350g/12oz plain flour, plus extra for rolling out (included in an individual bag)
• 1 tsp bicarbonate of soda  (included in an individual bag)
• 2 tsp ground ginger  (included in an individual bag)
• 1 tsp ground cinnamon  (included in an individual bag)
• 125g/4½oz butter  (wouldn't be provided)
• 175g/6oz light soft brown sugar (included in a small plastic pod with foil cap)
• 1 free-range egg  (wouldn't be provided)
• 4 tbsp golden syrup (included in a small plastic pod with foil cap)

To decorate

• writing icing (included in an individual bag)
• cake decorations (in this issue we would include a gingerbread cutter as well as smarties etc.)

Other recipes we could include:

Scones (With a Jubilee Theme) 

Rice Crispy chicks (For Easter)

Chocolate Marble Cake

Christmas Cookies (with holes in to attach to your tree)

baking equipment

We also thought about including equipment with out baking stuff, maybe in a draw string bag to begin with, including the main things that the child will need to help them bake. Although mum may already have some of the items, we will make child sized ones so that they can join in and help.
Child size:
rolling pin
apron
whisk
wooden spoon etc.

This would be a one off pack and then other ones in the series would contain added smaller extras such as cookie cutters.

The equipment would need to be fun and colourful. It would also be an idea to make the items into characters, such as Wendy Whisk.

What's already on the market?

We found that there are already a large number of companies who sell cake mixes and similar items. This may make our work harder as we would have to make the Fairy products stand out, however most of the existing products are incredibly similar. They all have similar, flimsy packaging which can be easily split, all have similar designs on the front featuring photographs of their product once made, and don't scream 'originality', 'fun' or 'interesting'.

Here are a few existing designs:

What is Fairy:

Its about the relationship between Mother and Child, bonding together. In terms of Fairy liquid this means bonding around the sink, playing with the bubbles as well as keeping the house clean and both mother and child's hand soft.

Maybe something mothers to bond with their child

Baby sling: Keeps the child close to the mother, so that they can bond.

Baby Food: 

Come with its own baby spoon, shaped like aeroplanes and cars to reinforce the importance of play between mother and child.

Baby food is normally eaten warm and in glass bottle packaging. There are also pouch variations on the market.

The food shouldn't be for on the go because it needs to be warmed up, but more importantly Fairy are a home brand and there ethos seems to be orientated round the home.



Baking Equipment: 


Doesn't have to just be cake baking, could be equipment to make proper meals.

Bags sold in supermarkets that have all the ingredients to make a particular meal.

Food will need to be healthy, but it also needs to be food that kids will eat.

Bonding: The mother and child need to work together

Include a little chefs hat
A little apron

Fairy Liquid can be used at the end when it comes to the washing up

If Fairy did Holidays

If Fairy did Holidays, what would we design for them:

• New labels for the existing Fairy bottles to promote the holidays and competitions.
• Kids club packs i.e. draw string bags full of activities for the kids to do, wrist bands so they can enter the kids club.
• Brochure
• Company Logo
• Website

If Fairy did...

To help our research we thought it would be a good idea to think

'If Fairy were a.... what would they be like'

Car: Safe, reliable, family size (7 seater), maybe not the best looking car on the market but it would be traditional and value for money

Clothes: More likely to make clothes for babys and mothers. They would be soft to touch, and easily washed, in a respectable style that mothers can be comfortable in when doing housework. As well as being wardrobe staples that they will always need.

Shoes: They would be long lasting, comfortable, supportive.

Takeaways: Home like cooked meals that would be nutritious and keep you full for longer. Meals such as a take-out roast dinner.

Perfume: Floral, womanly smell. The scent would last all day. It would be in a traditional, fairly simplistic bottle. 

Holidays: They would be family orientated package holidays, with kids clubs and pampering for mum. They could be in England like Haven or Butlins, old fashioned style holidays.

Could have competitions on their Fairy bottles to promote the holidays e.g. someone wins a holiday every day

Computers: Easy to navigate user interface, reliable. More like a PC rather than a Mac. 

Alcohol: Probably more likely to do a low calorie beverage. Or wine which is low in alcohol percentage, it would compliment traditional meals.

Furniture: It would be comfortable, and homely as well as being suitable to be used by the whole family. It would last through time rather than going out of fashion. And it would durable. 

What is Branding?

We found the book 'What is Branding?' by Matthew Healey and it had a fair few pointers in it which can help us with our project.

The positioning of a brand: 
'defining in the mind of a customer what a brand stands for and how it compares with competing brands'. We need to understand Fairy and its values fully before making  any decision on what we will create.

Storytelling:
'everyone is drawn to a good, emotional story and wants to hear the best ones over and over again. When we buy brands, we take part in their story: great brands reassure us as to what an important role we play in their great story.' Like Fairy's adverts of mum's washing up and looking after their family.

Branding can ...
- reinforce a good reputation
- encourage loyalty
- assure quality
- convey a perception of greater worth, allowing a product to be priced higher
- grant the buyer a sense of affirmation and entry into an imaginary community of shared values

Fast-moving consumer goods:
ie. supermarket products
'Buying brands gets you a place in an idealised world and satisfies the desire aroused by brands' advertising. Whether we like it or not, this is a fact of life.'

Values:
Very often brands will talk of 'integrity', 'a commitment to excellence', and 'customer responsiveness' and consumers fall for this despite the fact that all brands SHOULD be like this anyway, not as an added extra.

Fairy in the shops

We had a look where Fairy was positioned in relationship to rival products by looking at its physical position on the shop shelf. Fairy Liquid appears to be the top washing-up liquid being positioned above all the other liquids. Unlike clothes washing products it seems that washing-up liquid is a market where there isn't as much competition, the other liquids on display are Daisy, Morning Fresh and as it is a Tesoc's shop, a lot of Tesoc's own brand variations. One of the Tesco's own brands is in the simple white bottle which Fairy used to use, and are bringing out for its 50 year celebration, however its low position on the shelf and its 55p price tag would suggest it is of course nowhere near as popular as the traditional fairy bottle. This would suggest that the bottle shape isn't what is making people buy a product but the brand.

Fairy non-bio on the shelf at Tescos

All the different variations of Fairy Liquid on the shelf at Tescos

Examples of previous television adverts for Fairy liquid. Both follow the same format - a child playing and using the fairy bottles as part of their game, their mother washing up and expressing her love for Fairy liquid as it makes her hands soft and washes dishes well.

In 2009, there were 13-million plus households who buy 150 million bottles of Fairy liquid per anum, which made up 57% of the market at that time. This percentage made Fairy Britain's favourite and most popular washing-up liquid brand.

"Fairy has maintained its place in the marketplace with clever marketing that makes use of celebrity endorsements and promises of a world of happiness in a bottle. Famous for the ‘mild green Fairy Liquid’ slogan as well as is claim to last 50 per cent longer than any other brand, Fairy boasts a seal of approval by the British Skin Foundation, though this claim is not all that it seems. The British Skin Foundation is a charity that P&G (along with many other product manufacturers) supports financially."
(read article here)

What do Fairy stand for?


A traditional, popular family brand which is know for its cleaning power and value for money.
It is known for its iconic white bottles and the baby featured on its logo.

Target Audience?


House wives
Female

Product Ideas for Fairy so far...

Nappies - Logo features a baby wearing a traditional fabric nappy.

Deodorant - Cleaning power, aimed at mums.

Moisturiser - Already have the clean and car fairy liquid range. Pampering for mums.

Baby Food - Traditional dinners, healthy eating which fits with the healthy and clean products.

Probiotic Yoghurts - Kind to your insides.

Baby Clothes - Soft Materials, use the fairy products to clean them.

Bubble Bath - Cleaning power, household essential like Fairy liquid. Family fun.