Collaborative Design Practice / Task 2
19.9.2023 - 3.10.2023(Week 4 - Week 6)
Chang Jia Yee / 0350402 / Bachelor of Design in Creative Media
Collaborative Design Practice
Task 2: Brainstorming to ideate a solution for the problem statement
INSTRUCTION
Group 3 Oatlicious
- 0349223 Ny Vey Han (Leader)
- 0349352 Teo Javin
- 0350402 Chang Jia Yee
- 0352548 Lim Jia Yet
- 0349760 Michelle Angeline
- 0342714 Caelan Ng
- 0351470 Riko Matsuyama
RESEARCH
In this task, the trouble for all of us is our mascot part
and logo part. Because we need an impactful and memorable design to make
consumers remember our brand and products at a glance.
Research on mascot design
Tips to create a memorable brand mascot (source link)
- Pixelated character
- Add depth to bring the mascot to life
- Exaggerate features to make mascots memorable
- Colour it unusual
- Avoid an animal already chosen as a mascot
- Name it smartly
-
Decide a personality
Human characters (source link)
Since the very goal of developing a brand mascot is to humanize a brand, an image of a human — either an existing person, a historical figure, or a fictional human — is a go-to option for many businesses. In fact, according to research, 21% of all mascots are human characters, making it the largest category.
Since the very goal of developing a brand mascot is to humanize a brand, an image of a human — either an existing person, a historical figure, or a fictional human — is a go-to option for many businesses. In fact, according to research, 21% of all mascots are human characters, making it the largest category.
Humanized animals (source link)
Humanized animals are the second largest category when it comes to brand
mascots. A lot of businesses resort to animals when developing their
mascots; this is because animals surround us and, therefore, play an
important part in our lives.
Humanized objects (source link)
Objects are the most difficult to humanize as they aren’t alive and,
therefore, don’t have desired characteristics or archetypes. At the same
time, however, they can be the easiest brand mascot to develop, because
marketers can give any traits to an object they bring to life in their
marketing communications. They can either transform the object itself
into a mascot and give it life,, like the M&M’s Spokescandies, or
use the product as building material to create a living creature, like
The Michelin Man.
Research on logo design
Logo is the face of a brand.
It will appear on your website, your products, your marketing, your
in-store signage, and just about any other place where people interact
with your brand. It might seem like a small asset, but there’s a lot
packed into it. Your brand values, products, audience, industry,
background, and personality are all tied to your logo.
Make sure the logo design is:
- simple
- memorable
- relevant
- timeless
- versatile
Logo style (source link)
- Classic
- Vintage
- Modern
- Fun
- Handmade
- Monogram logo
- Wordmarks
- Pictorial mark
- Abstract logo mark
- Combination mark
PROCESS
Previous flavours
Final flavours (provided to us by TBS, flavour created by School of Food Studies & Gastronomy)
- Vanilla
- Chocolate
- Matcha
- Strawberry
Final flavours (provided to us by TBS, flavour created by School of Food Studies & Gastronomy)
- Honeycomb ice cream
- Pumpkin Spice Latte Ice cream
- Raspberry basil ice cream
Meeting agenda (time spent 40 mins)
- Assign work for the next week. （focus on key visual, logo and mascot）
- Finalise our mascot's sketch this Sunday 24/9/2023(Have another short meeting to discuss)
- Kim, Michelle and I will find another time to discuss our website and combine them into one final sketch
-
Decide to change our weekly meeting time from Wednesday 9:30pm to
Wednesday 9:00pm
I try to distribute the work of each part equally according to the remaining time and the work to be completed. I have participated in every part of our design, such as mascot, logo, packaging and website. I have thought about the ideas that can be used in these parts. As a result, most of my ideas have been used, and I am very happy about it.
Design idea sketches
Fig 1. Logo design draft 1
Fig 2. Testing out the mascot, week 4
There were only a few mascot parts in the upper left corner, but we
didn't feel ideal, and our packaging design, web design and so on
relied heavily on mascot, so our whole group thought about mascot
parts together, and everyone provided some thoughts.
Fig 3. Packaging design draft 1
This is our initial idea of packaging design. Before we start packaging design, we conceive some ideas to make the whole packaging design more recognizable and interactive. We have come up with several different designs. The first transparent window can look at the ice cream texture inside of the cup through the transparent window. The transparent window design can apply the mascot’s face and the transparent part will be the mascot’s mouth to make it more interesting.
In addition, our other idea is to put the Illustration of the burping
mascot at the bottom of the inner cup. When consumers taste the ice
cream, they will see the illustration at the bottom of the cup, which
increases the interaction with users for the design of product
packaging and makes consumers experience better.
The third idea is the continuous illustration design. When the ice
cream cups of three flavors are stacked together, a complete
illustration will be formed, which will arouse users' curiosity and
desire to buy. The last one is the idea of stickers. We can design a
sticker about mascot and stick it on the outside of the cup, such as
mascot holding the ice cream cup or hanging on the lid of the
cup.
Fig 4. Website draft 1 sketches
Fig 5. Website draft 2 sketches
Week 5
Meeting agenda 29/9/2023 Friday 9pm (time spent 30 mins)
Fig 6. Logo draft 2
.jpeg)
Week 6
Meeting Agenda (time spent 1 hour)
FEEDBACK
Week 4
- After proposing art direction to TBS, should be content to start to work on prototyping all deliverables during their innofast, so should manage the time well.
- Don't suggest using the header typeface(Recoleta) to repeat the brand logo, it will be too repetitive.
- The mascot can be further developed, they still need to be particularly strong ideas that jump out. Can inject different ideas to form the final mascot design.
- The packaging idea relies heavily on the mascot, so the mascot is something that we should work more on, so we can see the potential of our design in packaging.
- For website design, three UIUX students can discuss and see which features work and try to combine them into one, the other thing that must be considered is the content, which can ask from the TBS.
- Plan and manage the workload and don't kill yourself.
Week 5
From Miss Lilian
- We can let TBS students see and comment on our design
Week 6
- The presentation slides sequence is good
Fig 4. Website draft 1 sketches
Fig 5. Website draft 2 sketches
The first edition of website is sketches made by the three of
us (Me, Kimberly, Michelle). Then we combine our respective
advantages according to our respective design characteristics,
and finally form our draft 2 sketches.
Meeting agenda 29/9/2023 Friday 9pm (time spent 30 mins)
- Discuss logo of what we have chosen and TBS choose which is more suitable
- Mascot discussion
- Need to work on continuous design idea(sketch the continuous design)
- Do a wireframe for website based on our final sketches
- Refine our packaging ideas based on TBS feedback
Fig 6. Logo draft 2
.jpeg)
Fig 7. Reference provided by TBS students, week 5 (29/9/2023)
Fig 8. Mascot sketches done by TBS students, week 5 (29/9/2023)
Fig 9. Mascot design from us(TDS), week 5 (29/9/2023)
After our TDS group's own discussion, we think that the mascot
designed by our TDS is more in line with our brand identity - ice
cream because each flavour has its own characteristics, it is also
presented to consumers in a visual way, and consumers can easily
know what the relative ice cream flavours are without too much
attention.
On the contrary, the main image of the mascot of TBS is a star,
it is a bit difficult to connect it to our ice cream brand. It is
also difficult to see which flavour the star mascot's costume
represents. It may take some time for consumers to look and think
to know what flavour it represents.
Fig 10. Packaging design draft 2
Fig 11. Idea of transparent window
Fig 12. Website wireframe
We discussed and combined the website drafts of three UIUX specialisation team members, and put the final website draft into Figma to make wireframe. We also applied some packaging-related design elements and mascot to the website as an ornament.
Website Content:
Home Page
Fig 10. Packaging design draft 2
Fig 11. Idea of transparent window
After further thinking and accepting suggestions from TBS and
Miss Lilian, the design of idea 1 which is the transparent
window is not so practical. First, it is not an environmentally
friendly material, which cannot promote the sustainable
development goal. Second, the design is too cumbersome for a
100ml small cup, which may be more suitable for the design of
bigger size ice cream containers.
Fig 12. Website wireframe
We discussed and combined the website drafts of three UIUX specialisation team members, and put the final website draft into Figma to make wireframe. We also applied some packaging-related design elements and mascot to the website as an ornament.
Website Content:
Home Page
- Advertisement
- flavours thumbnail
- Why choose Oatlicious
- Promotion and event
- Sign up as member
- Connect with us (link to Instagram acc)
- About us
- Benefits of oat ice cream
- Sign Up
- Connect with us (link to Instagram acc)
- Product picture
- Ingredients
- Promotional video
- Connect with us (link to Instagram acc)
Meeting agenda 1/10/2023 Sunday 9pm (time spent 2 hours
30mins)
- Do slides and project documents together
Week 6
Meeting Agenda (time spent 1 hour)
-
Sort out the questions to ask TBS
Fig 13. sticky note to summarise questions we should ask TBS, week 6 (4/10/2023)
-
Discuss about our final logo design
Fig 14. Final logo
We have been struggling with this part of the logo for quite a long time. We accepted the suggestion of TBS at first and then revised it. But after our TDS group discussion, this logo is more suitable for our design and style. The "O" in Oatlicious has the form of oat, which makes the logo recognizable and ensures minimalist and direct communication to consumers.
-
UIUX specialisation team members find interactive ideas for the website and discuss them on Monday
-
The promotional video‘s storyboard completion date (Week 6 weenkend)
-
The mascot in AI will be done this Saturday and some mascot GIF ideas
-
Packaging design starts work in AI/PS and needs to confirm the colour schemes
-
Deliverables
- Packaging
- Website
- Promotional video
- Cooler bag design
- Event collaterals
Fig 15. Screenshot of task 2 presentation in Zoom
FEEDBACK
Week 4
- After proposing art direction to TBS, should be content to start to work on prototyping all deliverables during their innofast, so should manage the time well.
- Don't suggest using the header typeface(Recoleta) to repeat the brand logo, it will be too repetitive.
- The mascot can be further developed, they still need to be particularly strong ideas that jump out. Can inject different ideas to form the final mascot design.
- The packaging idea relies heavily on the mascot, so the mascot is something that we should work more on, so we can see the potential of our design in packaging.
- For website design, three UIUX students can discuss and see which features work and try to combine them into one, the other thing that must be considered is the content, which can ask from the TBS.
- Plan and manage the workload and don't kill yourself.
Week 5
From Miss Lilian
- We can let TBS students see and comment on our design
- The mascot if compared to the original sketch is a bit different in
feel and style, since the original one looks more chubby and adorable
and the new sketches are more rhythmic, the characteristics of
the original one also can be added back(There ice cream around the
mouth).
- The design is quite solid now, can let TBS students see and modify
it according to the feedback
From TBS
- They like the idea of the big word OA, and they also mentioned they one some logo design that is more like a candy feel.
From TBS
- They like the idea of the big word OA, and they also mentioned they one some logo design that is more like a candy feel.
- The packaging idea is quite good and interesting, especially
the continuous illustration idea. But the illustration may be too
heavy for the cup, since the cup has a small space to design many
things.
- All mascots look very good, and they are also satisfied with
the mascots recommended by TDS, and they suggest that there can be a
main mascot, and then the mascot can be designed differently according
to different flavors on the packaging of each flavor, such as clothing
and color.
- Website so far so good and can keep moving on to the next
stage.
Week 6
- The presentation slides sequence is good
- Key visual idea is solidly clear
- Each of us divided our task very well but the cohesive of each part
still have to work at that
- Progression is quite moving forward
- Logo still doesn't have a concrete idea at this point
- Clients sometimes are intuitive, but we should trust ourselves and
speak from our designer's perspective
NEXT COURSE OF ACTION
Week 4
SUBMISSION
REFLECTION
Experience
In the last task, our group lacked a person who organized everything and assigned work. In this task, I played the role of assigning work and urging everyone to keep up with the progress. Although it will be more stressful and require more consideration than just following the instructions, I have also learned a lot. Because I wanted to try and do the best I could, so I participated in each part after I assigned the work that everyone was responsible for, I also gave my ideas and drafts to each part, and combined the ideas of the member in charge of the corresponding part to produce our final idea. To be honest, it is very challenging to let myself participate in each part because it takes more time and energy. In the process, I am constantly strengthening myself and learning a lot. Of course, thanks to the cooperation of each team member, we can finally complete the best possible within the specified time.
Observation
When designing different things, different needs should be taken into consideration. For example, designing a mascot should ensure that it has its own personality and at least one iconic memory point and detailed design, while logo design can be simple, but the design should not be too detailed, because it should be visible at a certain distance.
Findings
By touching every design part (logo, mascot, packaging, website), my thinking is more comprehensive, and I also know that every different category of design actually has corresponding needs to make this part of the design more prominent and successful.
NEXT COURSE OF ACTION
Week 4
- Focus design mascot, logo
- Key visual should be done
- Come out with a series of mascots with different personality
- Modify key visual
- Final website prototype
- Finalise the mascot
- Do slides for week 6 presentation
- Do the project document
- Start to draw out ideas for packaging in AI
- Finalize the logo
- Start to brainstorm the idea of the promotional video
- Thinking idea of an interactive website
- Refine the art direction to make it align with our existing idea
- Mascot first draft in AI
- Consider the material of the ice cream cup
SUBMISSION
Fig. Presentation slides task 2, week 6(3/10/2023)
Fig. Project document task 2, week 6(3/10/2023)
REFLECTION
Experience
In the last task, our group lacked a person who organized everything and assigned work. In this task, I played the role of assigning work and urging everyone to keep up with the progress. Although it will be more stressful and require more consideration than just following the instructions, I have also learned a lot. Because I wanted to try and do the best I could, so I participated in each part after I assigned the work that everyone was responsible for, I also gave my ideas and drafts to each part, and combined the ideas of the member in charge of the corresponding part to produce our final idea. To be honest, it is very challenging to let myself participate in each part because it takes more time and energy. In the process, I am constantly strengthening myself and learning a lot. Of course, thanks to the cooperation of each team member, we can finally complete the best possible within the specified time.
Observation
When designing different things, different needs should be taken into consideration. For example, designing a mascot should ensure that it has its own personality and at least one iconic memory point and detailed design, while logo design can be simple, but the design should not be too detailed, because it should be visible at a certain distance.
Findings
By touching every design part (logo, mascot, packaging, website), my thinking is more comprehensive, and I also know that every different category of design actually has corresponding needs to make this part of the design more prominent and successful.
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