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RCA Design Competition <br />	17th June 2011<br />
INTRODUCTION<br />
PRODUCT CATEGORIES<br />Original<br />Limited Editions<br />Licensing<br />Snacks<br />
LOVERS<br />
MARMITE’S MISSION<br />Fanatical Fans<br />Heritage<br />Unique polarising taste<br />To be the antidote to <br />blandnes...
MARMITE UBIQUITY<br />3<br />660,000<br />495<br />164,000,000<br />
PREVIOUS WORK<br />
THE BRIEF <br />
TIME TO TOAST A NEW DESIGN<br />?<br />2012<br />
Start with this …….<br />START HERE<br />
You are creating …  a licensed design<br />LICENSEES<br />STYLE GUIDES <br />Flat artwork <br />FLAT ARTWORK <br />
FINISHED PRODUCT<br />
DESIGN MANDATORIES<br /><ul><li>2D format
Flexible – needs to fit across a number of shapes and materials </li></ul>    Order of priority:<br />Tableware (mugs, pla...
Design must be able to deliver RANGE</li></li></ul><li>HELPFUL HINTS<br />The product is a badge of belonging – it must be...
TRUST ME I KNOW!<br />CUTE BUT OBSCURE<br />
TRUST ME I KNOW!<br />DIGNIFIED BUT DISCONNECTED<br />
TRUST ME I KNOW!<br />INTRIGUING BUT ABSTRACT<br />
COMPETITION GUIDELINES<br />
PRIZES<br />
PRIZE VALUE<br />£2,000 - Winner<br />£2,000 - Runner Up<br />£500    - Third Place<br />
COMPETITION PANEL INCLUDES:<br />Judging<br />26<br />JUDGING<br /><ul><li>Royal College of Art
Marmite
Commercial
Distributors
External Judges</li></ul>26<br />
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Marmite brief

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The design brief for Royal College of Art Textiles students.

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Marmite brief

  1. 1. RCA Design Competition <br /> 17th June 2011<br />
  2. 2. INTRODUCTION<br />
  3. 3.
  4. 4.
  5. 5. PRODUCT CATEGORIES<br />Original<br />Limited Editions<br />Licensing<br />Snacks<br />
  6. 6. LOVERS<br />
  7. 7. MARMITE’S MISSION<br />Fanatical Fans<br />Heritage<br />Unique polarising taste<br />To be the antidote to <br />blandness in people’s <br />everyday lives<br />British<br />Absolute honesty<br />Irreverent<br />Warm (nostalgia)<br />
  8. 8. MARMITE UBIQUITY<br />3<br />660,000<br />495<br />164,000,000<br />
  9. 9.
  10. 10.
  11. 11. PREVIOUS WORK<br />
  12. 12. THE BRIEF <br />
  13. 13. TIME TO TOAST A NEW DESIGN<br />?<br />2012<br />
  14. 14. Start with this …….<br />START HERE<br />
  15. 15. You are creating … a licensed design<br />LICENSEES<br />STYLE GUIDES <br />Flat artwork <br />FLAT ARTWORK <br />
  16. 16. FINISHED PRODUCT<br />
  17. 17. DESIGN MANDATORIES<br /><ul><li>2D format
  18. 18. Flexible – needs to fit across a number of shapes and materials </li></ul> Order of priority:<br />Tableware (mugs, plates, coasters, tea towels)<br />Homeware (cushions, bags, linen, artwork)<br />Apparel <br /><ul><li>Appeal across a broad spectrum of retailers (John Lewis, Heals, Debenhams, Paul Smith, Independent Design Shops)
  19. 19. Design must be able to deliver RANGE</li></li></ul><li>HELPFUL HINTS<br />The product is a badge of belonging – it must be clear its Marmite<br />The design needs to have a broad appeal<br />The design needs to be attractive (it will be on show in people’s homes)<br />It should draw on the brand’s core assets, the things that make it great, cause a conversation (the Jar, the logo, Love and Hate, Black and Yellow)<br />Colour variations facilitate range<br />If you can’t see it in John Lewis its probably not working<br />
  20. 20. TRUST ME I KNOW!<br />CUTE BUT OBSCURE<br />
  21. 21. TRUST ME I KNOW!<br />DIGNIFIED BUT DISCONNECTED<br />
  22. 22. TRUST ME I KNOW!<br />INTRIGUING BUT ABSTRACT<br />
  23. 23.
  24. 24. COMPETITION GUIDELINES<br />
  25. 25. PRIZES<br />
  26. 26. PRIZE VALUE<br />£2,000 - Winner<br />£2,000 - Runner Up<br />£500 - Third Place<br />
  27. 27. COMPETITION PANEL INCLUDES:<br />Judging<br />26<br />JUDGING<br /><ul><li>Royal College of Art
  28. 28. Marmite
  29. 29. Commercial
  30. 30. Distributors
  31. 31. External Judges</li></ul>26<br />
  32. 32. TIMETABLE<br />Result announcements<br />1stSubmissions<br />2nditeration<br />Final Entries<br />15th<br />Sept<br />30th June<br />2nd<br />Sept<br />10th<br />Oct<br />
  33. 33. OTHER BENEFITSher benefits<br />All entries exhibited in 2011 London Design Festival<br />Winner will have their design featured across the Marmite product range and have the opportunity to attend a major trade fair<br />Winner’s designs credited and will be able to take advantage of press and publicity surrounding the redesign and launch of the new product range<br />
  34. 34. HOW TO ENTER<br />Please submit first responses by 30th June<br />Please send these to mark@sparkculture.com<br />Entries to consist of photos of chosen design route together with written explanation of chosen route (not more than 400 words)<br />
  35. 35. Other resources<br /> OTHER RESOURCES<br /><ul><li>We have set up a Marmite competition blog http://mamitecomp.tumblr.com
  36. 36. Password = lovehate
  37. 37. You can download a video of this briefing session & the one pager we have given you in your briefing packs
  38. 38. The marmite ad reel
  39. 39. You can also post questions which we will answer within 24 hours</li></li></ul><li>THANK YOU<br />

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