OUGD603 - Brief 05 - Idea Generation & Feedback

With the concept of ensuring that the free-from product looks unique from regular dairy products, but still communicates a luxury, ideas were generated. Some of the key ideas that formed from this is the use of sustainable materials that will be animal friendly, and free from nuts or dairy products. The use of luxury colours such as gold or purple and use of white space in design will be important. The use of organic colours will be important as well as using white as a dominant colour, because of its international signifier for being pure, natural and innocent.

These ideas were put forward for feedback. Navy blue was also suggested as a luxury colour. It was suggested to avoid the use of purple because of its connection to Cadbury's chocolate. The use of organic textures will draw out the signifier that it is an organic product.

It is important to make the product desirable to the target audience: adults. Use the concept that plant based chocolate is more desirable over milk based. It can be important to communicate that it is healthier than dairy chocolate. Using plant based chocolates, depending on which base plant it is can give it flavour. This concept can be explored even further, for example, an oat milk based chocolate can be paired with a honeycomb flavour. In other plant based products, such as milk, it is the plant product that customers look for.

When creating a name, it will be important to avoid using 'free-from' because of its connotation of not being a quality product. It was advised to avoid humour, as veganism is quite a controversial subject at current times. It will also be important not to just target vegans, it would be more successful to entice the entire adult audience.