EVALUATION - Champneys

I have worked with Steph in previous years, creating successful outcomes, and therefore we decided to undertake another brief this year. Mine and Steph's skill sets and interests differ quite drastically. She is used to working digitally with websites and apps and has quite a deep hatred for packaging, which is something that I love. However, we felt that this was in fact an ideal starting point, as it would also us to produce something varied - printed products supported by a website for example. I always learn new things when working with Steph. She is extremely competent on Photoshop, a programme that I had hardly used until now. She taught me a lot in terms of layout and shortcuts, and because of this, I have now been using it to produce the final boards for all of my briefs.

I also feel that I helped her strengthen her skills on Illustrator, working with digital scans and showing her how to add colour, using different brushes and tools. Whilst we were always together when working on this brief, we used our individual skill sets to produce something that we were really proud of. It gave us both the chance to work within areas that we wouldn't usually place ourselves, whilst also allowing us to show off our abilities, which is why I feel we work together extremely effectively and efficiently.

For the research side to this brief, I decided to undertake a large range of primary research, specifically focusing on packaging and existing Champney’s products. I felt that as I was most focused on this aspect of the design, I wanted to gain a strong understanding of what was needed to target a younger audience in order to inform my development and decisions. This also allowed me to see where improvements needed to be made to the Champney’s branding. From this, I was able to relay my findings to Steph and we could then collectively work on visuals. This research was paramount, as much more contemporary branding really stood out on the shelves, and certain aspects such as colour and illustration made it clear who the products were targeted at.

Pattern and packaging design was evidently my strong point during this brief, creating bold, fresh and exciting visuals that looked high end and unique but also affordable. I feel that the new packaging range was a really strong way to entice a younger market, whilst making them aware of the importance of staying healthy through the inclusion of informative leaflets.

In terms of weaknesses, I feel that the digital elements of the brief really let us down in terms of consistency. Although as a stand-alone outcome the blog and app are really effective ways of targeting a younger generation to engage with a brand, I feel that the design differs too much from the packaging, which really stands out. If we were to revisit this, I would want to try and incorporate more elements from the print based products into the digital outcomes.

CHAMPNEYS - YCN submission proof

Proof of Champneys YCN entry

CHAMPNEYS - final boards to submit

Final boards to submit

Evaluation: I have worked with Steph in previous years, creating successful outcomes, and therefore we decided to undertake another brief this year. Mine and Steph's skill sets and interests differ quite drastically. She is used to working digitally with websites and apps and has quite a deep hatred for packaging, which is something that I love. However, we felt that this was in fact an ideal starting point, as it would also us to produce something varied - printed products supported by a website for example. I always learn new things when working with Steph. She is extremely competent on Photoshop, a programme that I had hardly used until now. She taught me a lot in terms of layout and shortcuts, and because of this, I have now been using it to produce the final boards for all of my briefs. I also feel that I helped her strengthen her skills on Illustrator, working with digital scans and showing her how to add colour, using different brushes and tools. Whilst we were always together when working on this brief, we used our individual skill sets to produce something that we were really proud of. It gave us both the chance to work within areas that we wouldn't usually place ourselves, whilst also allowing us to show off our abilities, which is why I feel we work together extremely effectively and efficiently.

CHAMPNEYS - final images

As we are building up our portfolios, as well as entering a competition brief, we decided to ask photography student Anna Jakobson if she would take our photos for us. Fortunately, before the YCN deadline, a few of our peers had set up a mini studio for us to take our photographs for the Graphic Design yearbook. Myself and Steph both decided that we would want to include this brief within our yearbook profile, therefore this gave us the perfect opportunity to take our images. 

Final Images

We were extremely pleased with our final images, as we felt that the products and collateral really targeted our intended audience. They came out extremely crisp, sharp and colourful against a plain white background. Any other background would have been too busy. 

CHAMPNEYS - the app

Application Process

As I am not knowledgeable of the process of app development, I took more of a back seat for this area of the brief, however I stayed with Steph during this in order to give my opinion and feedback. The apps aim was to educate the user on Champney's spas and high street stores, as well on the health benefits of the treatments and services they have to offer, allowing the user to book online.

We wanted a simple layout with simple navigation, whilst still being consistent with both the blog and the packaging.

We experimented with some possible layouts that featured relevant imagery, as well as the pattern from the packaging. We felt that the inclusion of the pattern was too domineering and it didn't translate well to digital.

After finding that this layout wasn't successful, we decided to start form square one and re think the application. We looked at some existing app designs to see how we could create an effective visual. 

We decided to take inspiration from this style of design, exploring a simple layout with a grid system that would allow the use to identity with certain aspects of Champneys through these 'squares'. We changed and adapted the design as we went along.

Profile - the profile section allowed the user to build up a personal experience for themselves, which included their own image and information. Throughout this section they were able to build up credits and points which they could spend on treatments or refer to friends. They were also given the option to invite friends to join the experience. 

Treatments - all of the treatments were placed in squares, using different shades of blue to represent the different services. Each area would then let the user know the price, duration and information regarding this. 

Benefits - a benefits section was including within each treatment where the user could swipe to find out the health benefits. For example, on the facial, a face would appear with highlighted areas. When interacted with, this would tell you how the treatment benefits the different sections of your face, promoting health and well being. 

CHAMPNEYS - online presence

Myself and Steph created an area for online presence for The Good Stuff on both Facebook and Twitter. This way, we are specifically targeting the age range the brand is intended for. Imagery from both the blog and the packaging were incorporated into these areas of social media, as well as the logo for the brand. If these were to be live, they would be included on all print collateral, to direct users to an online experience. This is a great way of sharing, reviewing and promoting products and services.

CHAMPNEYS - print collateral

We decided to create some possible print collateral to work alongside the blog and packaging as a way of promoting the brand and creating interaction with it. These would be visually consistent with both aspects of The Good Stuff in order to create a complimentary range. 

Product Leaflet

Firstly, we created a leaflet that could be placed inside of the packaging itself. Each product would have a different leaflet that was aimed directly at that specific item. The leaflet would tell the user how to use the product, as well as giving them tips and tricks, info on Champneys and also sections that promote health. Along the bottom a 20% off voucher has been included in order to spur the user on to purchase more from the brand, or refer it to a friend. 

Magazine Tester Insert

We also created some possible testers to go inside of magazines that were directed at the specific age range. Testers are a great incentive, and allow the user to experience the product before paying full price. Another 20% off voucher would be included so that they would be more included to go out and purchase that specific product knowing that they were able to get some money off. This would also give them a positive view of the brand. 

Gift Card

A gift card was created so that parents or friends would be able to share the experience with others. The specific target audience is predominantly made up of students and therefore they may be unable to afford the spas services. Gift cards are therefore a great way for others to purchase the experience for them for special occasions.

Mail Out

We have also created a mail out that would include a tester.

Unfortunately, I feel that these aspects of the brief were rushed and they could have been vastly improved, however they do work as a basic function to show how print would be used to create incentives and a shared experience. With more time, we would have developed these designs with a much more contemporary and fun feel in order to enhance consumer interaction. 

CHAMPNEYS - print collateral/app

For some inspiration in terms of the print collateral and app, myself and Steph decided to go to the library and look at the range of magazines on offer in order to get some inspiration. We looked at a range of magazines from Elle, Miss Vogue and Glamour, which are all intended to target the audience that we are looking at for the Champney's brief. There was plenty included in these print based products that linked to apps, mobile phones and other digital media, showing us how we could use both mediums to advertise our sub brand. 

From this, we began to write down a load of possible ideas for both the print based products that we could include and the app. We wanted to advertise the brand within a suitable magazine, using the incentive of a tester of our new product range, as well as the opportunity to gain money off within the spa itself. 

For the app, we wanted to use digital elements and a personal experience that displayed the benefits of the treatments at champneys, as well as including a point system that would allow the user to gain credits that they could use in store and on the products. For example, if they invited a friend to use the app or experience the brand, then they would gain so main credits. This is an effective way of getting younger people involved through a medium that they use most days. 

CHAMPNEYS - website/blog

After speaking to Simon during a crit, it was noted that a blog would work extremely well alongside our products as a great way of targeting our intended younger audience. We wanted to create a simple template that offered the user a range of different experiences online. 

Initially, a number of icons were created that could link to further social media, including twitters, Facebook, youtube, Instagram, Pinterest and a RSS feed.

I began to build up a template that we could use to place all of our information in. Myself and Steph sat together throughout this process, so that we could both have input on the design.

Further information was placed in, included the logo and sub brand information. The idea was to have all of the main posts on the left hand side, with a section for top posts on the right, creating an organised system. 

A header would be placed above the image for each blog post, stating the title of the blog, alongside the date and a main tag, which would link to a particular section of the site.

A range of images were then placed into the right hand top posts section, using images that were relevant to both beauty blogging and a younger target audience. 

The sections that we decided to include on the blog were - beauty, lifestyle and food, as well as a section for other important info such as contact details and spa locations. These sections could then be tagged within posts so that the user can find relevant information quickly and efficiently. 

We felt that the current images used within the blog weren't quite relevant enough to our younger audience. We wanted to include images that were bright, fresh and inviting. We scoured a selection of beauty blogs that we believed suited the intended user, and used these for our posts.

Below you can see how the website would work in terms of scrolling and the information that would be included, such as interviews with beauty bloggers, samples, competitions and product reviews. 

CHAMPNEYS - label mockups

After our previous labels went wrong, we decided that before the final printing of our designs, we would print out some more mock ups so that we could see how the new labels would work when applied to our products.

These labels were so much more effective than the previous, and created a range that was much more consistent in terms of working alongside their packaging. The products would now work as stand alone items, that were reflective of the brand and it's identity. All the measurements were correct also, allowing enough of the inside contents to be seen. Each item was filled up with an appropriate product, which was a coconut shampoo, keeping the overall look clean and simple.