Materials lightness, suitability for purpose, minimalising of materials use and 'clever or smart' usages of materials were all considerations discussed at CAT with Jo. With your present designs for the Lea and Perrins brief mixed with the research that you've done to date and some of Jo's discussions (remember there's an mp3 on this year's CAT trip post) suggest 3 ways in which you might minimise your materials use with your package.
-In terms of the glass bottle, I looked at the differences between the production of clear and brown glass but both had the same value and recyclability. Green glass is more abundant in recycling and is cheaper to produce, but I felt it would detract from the product, and so the clear glass will remain. However, the glass could be made thinner and the bottle shorter to minimise the materials.
-There is a lot of information on the back of the label that doesn't necessarily need to be there, and with my addition of a web/mobile app element I can minimise the text and instead point people in the direction of scanning the QR code to learn more. Therefore, I can decrease the size of the label and the materials used.
-By branding the product in such a way that sustainability takes centre stage, I hope to aim the product towards people who want to shrink their carbon footprint. Therefore, most of the bottles would be recycled rather than sent to landfill, and although this doesn't decrease the initial amount of materials used it would become a cycle of recycled glass bottles.
Question 2:
After our group tutorials in sessions last week we spoke with all who attended about their ideas to date and made suggestions on how they might be improved upon. What 3 considerations did you take away from those discussions and how might they affect the way that you've taken your designs further since last week's sessions?
-Introducing more of a sustainable element to the product seemed to be the main point I took from the tutorial, as it is lacking a major selling point.
-I will be looking towards second use elements to add to the bottle.
-I think the group felt that my rebrand was quite radical in trying to appeal to a new age group, and so perhaps it would be better suited to a special edition bottle, or range of bottles.
Question 3:
Again, on the back of tutorial discussions in sessions last week we'd agreed that most of you needed to add further references/research into products (food-related or otherwise) or precedents that successfully applied some or all of the ideas you were suggesting for the L+P brief. You'll need to have these anyway as part of a rounded set of supporting research. Name or cite 3 precedents or examples of how your ideas for L+P have already been applied commercially.
-The QR code idea is something that I need to look into, and see how other companies have utilised this system. Toys R Us use a similar system where they replace the larger outdoor items instore with QR codes so that customers can scan with their smart phones and see how the product looks in situ, which gives the customers more of an insight into the specifications of the products and saves on shelf space for the company.
http://www.mobilecommercedaily.com/toys-r-us-continues-to-increase-summer-sales-via-bigger-qr-code-push
-In terms of the logo rebrand, many companies have updated their logos to look modern and appeal to younger audiences. Microsoft have very recently simplified and given a more youthful look to their logo.
-I have been looking into materials to make the label from. I was planning to use rough, recycled paper for the label itself with soy or vegetable inks, and will have to look at environmentally friendly adhesives as I want the label to be completely composted after use. I want to look at including nutrients or seeds to the paper so that the product will benefit the soil and perhaps be used to grow vegetables, but I will have to research whether that's a possibility.
The next step in my research will be looking into the possibility of composting the label remains and perhaps including tomato seeds in the fibres of the paper, in order to encourage people to cultivate their own vegetables. Perhaps the bottle could also have a use in gardening, as a growing aid or vase for the plants.
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