graze-live brief

http://awards.ycnonline.com/briefs/view/graze/

i chosen to do the life brief- graze

this is sort of direction i want to take on in my career with refining and resigning branding and its packaging and products to make the product work more affectively.

the creative challenge 

Part a: 

the graze box is the embodiment of the graze brand; it’s charming, 

natural, honest, and premium, but we think it can work even harder and 

bring more excitement to the food inside and to the brand as a whole. 

so part a of your challenge is to refresh our graze box. all the 

surfaces can be changed but the structure (size, shape and the way 

it’s put together) can’t. 

Part b: 

We like our logo, it says friendly and has charm, but we’d love it to 

be more distinctive and unique. 

so, part b is to redesign our logo. Make graze stand out from the 

crowd and better communicate what we are all about. 

Part c: 

Part c is a bit different... We want to see how these new elements 

would work in a direct mail marketing campaign. We see it as a really 

interesting medium and we’re looking for a creative solution that will 

stand out from ‘junk mail’ and make people leap onto the internet to 

sign up. 

target audience 

the average grazer is female, 25-45 and works in an office, but we 

have grazers both male and female and of all ages, so be careful not 

to exclude anyone. also remember that boxes get sent to people’s homes 

as well as places of work. 

creative considerations 

Part a: 

grazers appreciate the subtleness of the graze box, especially in 

the work environment where personal mail may be frowned upon. so a 

musical, neon, sequined box might not be the best solution. 

the textured brown board has been a key part of the graze brand 

from the start. We love the natural rough texture and the effect 

of printing on the surface. however, if you think you have a better 

solution and brilliant reasons to back it up, go for it. 

We care for the environment just as much as we care for our grazers, 

so please bear this in mind. 

every graze box goes on a journey through the post so when it arrives 

it shouldn’t look dirty or unappealing. We want people to jump for joy 

and shout ‘huzzah!’ (and other such exclamations) when their box turns 

up in their post. 

use the box as a way of highlighting the tastiness and healthiness of 

the food contained; the box and food should work together in delicious 

harmony. 

remember to allow space for the address and postage paid stamp. 

a paper serviette is included in every box. consider this another 

canvas to work on. 

Part b: 

the word graze often causes confusion – people spell it greys and 

grays. could the logo help with this in any way? 

our tagline ‘nature delivered’ plays a key role in explaining what we 

do, so we’d prefer it if this was included in some way. 

graze is a modern digital business: our boxes are ordered from our 

website but all our products are sourced from nature. how can you 

portray the two elements ‘online’ and ‘nature’ within the logo? 

the logo should be versatile; it appears on almost everything we 

produce. 

don’t forget the .com (dot com).

the box with flyer, personalized with the contents of your box and greeting with "hello peter" making it personal, friendly, and enjoyable

the personalised page comes inside placed above the fraze boxes and for the 3 a day boxes this is done with it used on the inside of the lid on the left side

graze comes with different photographic visuals on the inside lid of the packaging, the 3 a day box being slightly diffrent from the other boxes with more info and imagery used, i think the visual works better as they are in the images above the 3 a day box images.