The document discusses several ideas for vegetarian recipe cards. Idea 1 focuses on representing different world cultures through recipes from cities around the globe. Each card would feature a die-cut silhouette of a landmark from that city and use colors related to the country's flag. Recipes would include dishes from places like India, Italy, and Australia. Feedback praised the creative theme and layout. Idea 2 is for "Date Night" cards, targeting men aged 26-32 with simple, romantic recipes. The color scheme of pink and red was noted as potentially controversial. Overall the feedback provided development suggestions and highlighted interesting aspects of the ideas. The document evaluates which ideas are favorites and

1. Initial Ideas and Feedback
Mel

2. Idea 1- Culture
Audience: Gender Neutral, 18-30
Layout:
• Each card will have a theme of a different city in a country,
this will be diagnosed by the colours used and at the top
of each card it will have a silhouette outline of a
monument in the city, for example in London the
silhouette of London Bridge or Buckingham Palace, this
would be die cut on the top of the recipe card.
• The recipes will consist of oriental dishes that would be
found in that city/country. An Indian cuisine recipe would
feature the Taj Mahal as the die cut in the city Agra.
• The front of the card will have the recipe in the middle and
the ingredients at the top and a title of the city. The
colours will compliment the county, this will run though
the whole recipe card, front and back. There will also be a
photograph of the food on the front too.
• The back of the card will have the method of the recipe
and an image of how the final product will look like.
Ingred
ients
Title
Picture
Method

3. Idea 1-Culture
• Colour Scheme: Oriental colours, to do with that city/country. For example the card featuring Italy
would use the colours green, red and white, the colours of the national flag. Below are the example
colours so some countries.
• Recipes Included: Pasta (Italian), Vegetable Samosas (Indian), Quorn BBQ Kebab (Australian). Below are
some examples of vegetarian recipes we would use.

4. Feedback 1
What do you like about the idea?
I like this idea because it’s really creative and interesting. I like the theme of cities because then
you can have a taste of a large verity of culture. You can have a British dish and then have a Indian
dish. I really like the layout off the card. It’s really simple and easy to understand.
What areas of the idea could be developed?
The areas are spacing the layout out so some can go on the back because when it comes to
making it , It might be all crammed on the front of the card.
What do you find interesting about the idea?
The die cut idea of the different land marks is really interesting because it makes the card original
and really interesting to look at. I would be interested in using them if they had this detail on. It
shows where the card is representing and its really bold and stands out straight away.

5. Idea 2- Kids Healthy Eating
Audience: Young Children, 5-11
Layout:
• The recipe cards will be brightly coloured and attractive.
There will be illustration drawings of the ingredients that
need to be used in the recipe. The whole recipe card will be
laminated so food or mess can be wiped off without
damaging the card. This will be a great feature on a recipe
card aimed towards young children who may not ever
cooked before.
• The recipes will be simple and consider guidance. There will
not be a lot of heat used as this can become dangerous.
• It will not look professional like a recipe card aimed towards
adults as it wants to be readable but interesting to keep the
children involved and interested. It will consist of the basic
method, ingredients, picture and title. Nothing will be too
complicated, but if things do start to look messy, moving
onto the back of the card and spreading out will be an
option.
• Adverting in shops such as Toys R Us or supermarkets where
their parents will shop will be the best area to advertise
these recipes.
Method
Picture
Ingre
dient
s

6. Idea 2- Kids Healthy Eating
• Colour Scheme: Primary Colours. This is because these are the first
colours children learn and they are bright and attractive. It is the first
steps of learning just like these recipes are for the children.
• Recipes included: Fruit salad, sandwiches, pizza, pasta and more
easy recipes.

7. Feedback 2
What do you like about the idea?
The idea in general is really useful. I like the fact that you will have it laminated so children can’t
ruin it. This is a really good feature. I also like that it is really bright so children will be attracted to
it and simple. It has a really specific audience which is good because you can really focus on
making it appeal to them.
What areas of the idea could be developed?
Not much can be developed because you have gone into a lot of detail which covers everything. I
like everything about it. Its very child orientated.
What do you find interesting about the idea?
The layout is really interesting because its not all straight its slated and goes over each other
which makes it look really child like. I think this is looks really fun and also fun to adults as well.

8. Idea 3- Date Night
Audience: Male 26-32
Layout:
• This is usually a struggle for men when it comes to
cooking a partner a meal from scratch, therefore a
series of “date night” recipe cards would be
perfect to introduce males to recipe cards. The
meals will be light, healthy but with a touch of
romance.
• A wine specialist will include their opinion on
what wine fits with the recipe and lists of wine
will be listed at the back.
• The recipes will be simple and will not take a lot of
time.
• The layout on the back will be busy but formal. On
the front a simple picture title layout will work to
quickly grab attention. The pink and red colour
scheme is to enhance the romance even though it
is a contrast to the male gender.
Picture
Title Ingredients
Method
Method
Picture
Wine

9. Idea 3- Date Night
• Colour Scheme: Red and Pink. These are the colours that link with theme of love. This will instantly
show you what these recipes are for even though pink and red is contrasts with the male audience I still
think it will work.
• Recipes Included: Vegetarian Spaghetti, Jam Love Heart Tarts, Stuffed Butternut Squash. These recipes
would be healthy and light but have a sense of romance within. There will be a section where a wine
specialist tells them what wine goes best with that dish to highlight the dinner.

10. Feedback 3
What do you like about the idea?
I like the theme of this idea ‘date night’ the concept of the cards is a really good idea. Its really
different and I haven’t seen anything like this before. I really like the colour scheme of it being
pink but aimed at men. The wine is a really good idea as well. The whole concept of the idea is
really good overall.
What areas of the idea could be developed?
The colours may need to be changed a bit because red and pink might clash which wont make the
card standout.
What do you find interesting about the idea?
The idea of the card is interesting because it’s really useful and I think a lot of men would use it
because the meals are quick and easy to make yet romantic and fancy.

11. Idea 4- Vegetarian Desserts
Audience: Women 25-40
Layout:
• These dessert recipe cards will be a series of vegetarian
desserts. The card will have a die cut of a muffin at the top
to represent all the desserts.
• In the primary research a lot of people suggested
brownies as a recipe to include and lots of people were
interested in desserts.
• The colours will be either pastel or rich and aimed toward
women to make the it interesting and pretty. The colours
will depend on the recipe. Pastel colours will be for
cupcakes and sponges while the rich colours will be for
chocolate desserts
• The cards will be simple and vintage like, with old recipes
that your grandma would use. A large picture will be set
to the side of the method so you know what the end
product will look like while making the recipe.
Picture
Method
Ingredi
ents

12. Idea 4- Vegetarian Desserts
• Colour Scheme: There will be two different colour themes, one will be pastel colours. These will be for
cupcakes and sponge recipes. The second colour theme will be rich colours, and this will be for for
chocolate desserts. The colours will be very feminine to apple to the female audience.
• Recipes Included: Muffins, Victoria Sponges, Brownies. These were some of the recipes asked for in the
primary research.

13. Feedback 4
What do you like about the idea?
This is really good idea and I like the fact it’s orientated around deserts. You don’t think about
deserts and this lets you know what your safe with. The theme is really cute with the bunting and
I really like the colours as there yummy colours which make you in the mood for something
sweet.
What areas of the idea could be developed?
There’s not much that could be developed because it has everything you want from it and more.
What do you find interesting about the idea?
I find the colour scheme really interesting because it makes you in the mood for a desert as there
sweet colours which really go with the theme of the recipe card.

14. Idea 5- Beer Festival
Audience: Mostly men aged 18-30.
All adults above the age of 18 because of the alcohol.
Layout:
• A typical beer/summer festival is full of meat based foods so
there is a market for a beer festival for vegetarian food. This
is usually going to be a quorn substitute.
• The recipe card will have a front and back and will include
light happy photographs of party food that would be found
at a beer festival.
• There will be a list of different beers that vegetarians can
drink and what they contain. It will be simple and quick food
to prepare. A few people in our own research asked for
vegetarian party food recipes. This is a good quick way of
catering for everyone.
Picture
Method
Beers

15. Idea 5- Beer Festival
• Colour Scheme: Brown, green, gold, orange, yellow. These colours are all associated with either the
spring/summer, when beer festivals are usually held. They are natural colours to lead to the outside feel
that you get when at a beer festival. I thought of these colours by looking at existing beer festival logos like
the International Real Ale Festival and Los Angeles Vegan Beer and Food festival.
• Recipes Included: Quorn based substitutes that are quick and easy to make. They can be cooked inside
or on the BBQ. Beers that declare their beer to be vegetarian and vegan friendly are Samuel Smith,
Anheuser-Busch, The Marble Brewery, The Black Island Brewery and Black Sheep.

16. Feedback 5
What do you like about the idea?
I like the colour scheme of this card. It really suits the idea because there really summery colours.
They are really light and positive colours. I also like that you have chosen to do quorn as a
substitute of meat. The whole card is really summery. I like the idea also off the happy
photographs. Festivals are becoming more popular and this can be really useful to people going
who are vegetarian.
What areas of the idea could be developed?
I think the audience could be developed and you could target this to more women as well
because a lot of women would like this idea to.
What do you find interesting about the idea?
The colours are interesting because there sunny positive colours they make you feel positive
about the idea and get you in the mood for a festival.

17. Summary of Feedback
What do you agree with from your feedback?
I agree with the feedback I have been given as the things I needed to develop on, such as making
sure the pink and red does not clash or developing on the audience was named as a weakness
but a lot of the ideas were praised, practically the first idea because of its creativity. I want to do
an idea that is different and that will draw attention to it. The date night theme is a different
theme and I do agree with my feedback on that how the colour scheme could be controversial
because it is aimed at men, but the idea has not been done before and is different.
What do you disagree with from your feedback?
From my feedback I don’t agree with how idea five can be aimed towards more women than
men. The food would be easy to make and it would represent the beers from each festival or
country. I personally feel men would be more interested in this recipe card than women.

18. Idea Evaluation
Which idea that you came up with is your favourite and why?
My favourite idea that I came up with was Idea 1. This could either be really effective or tacky.
But there is a lot of different recipes and styles I can create with this idea. It makes each recipe
different and the audience can experience different cultures without leaving the kitchen. I feel
this would be successful with its quirky design and interesting content.
Which idea, that your team came up with, is your favourite and why?
My favourite theme that my partner came up with was the student theme. Lots of University
students do not know how to cook or have the budget to cook nice meals so having a recipe card
that can help them achieve this will be successful. Making the layout very modern will attract the
student audience as well as the cheap and easy to make filling meals.

19. Culture-Idea 1

20. Culture-Colour Scheme
The colour scheme will depend on the country of that recipe card, this is because the colours
will represent a country. Here are the examples of the colour schemes according to the
country recipe.
Spain Italy UK Australia
The colours associated with a country or culture will mainly come from peoples view points of
what they have seen from that country throughout the media. The countries flag is also a large
part of what the people associate with a particular country. For example the colours people
associate with Spain are warm colours because of it hot weather. The colours of the Spanish
flag are red, orange and yellow, and when people see these colours in a particularly order they
will usually think of the Spain and the Spanish culture.

21. Culture-Recipes & Fonts
Recipes
Recipes for different countries and cultures:
China- Vegetable Noodle Chow Mein
India- Vegetable Spicy Curry
Italy- Vegetarian Pizza and Quorn Spaghetti
England- Quorn Sausage and Mash
Scotland-Vegetarian Haggis
Australia- BBQ Quorn Skewers
America- Vegetarian Burger
Greece- Feta cheese salad
France-Savoury Crepes
Recipes I will look at to find these vegetarian
recipes will be:
•www.allrecipes.co.uk/recipes
•www.bbc.co.uk/food/recipes
Fonts
Zorus Serif
Tw Cen MT
Optimus Princeps
I will use a simple font so it is easy to read. The same
font will be used on each recipe card so the layouts
all fit together.

22. Date Night- Idea 2

23. Date Night- Colour Scheme & Fonts
I will use different shades of pinks and reds to represent romance. The fonts I will use for this recipe
card will be swirly, joined letters, although some of these are hard to read but it links in with the
love theme.

24. Date Night- Recipes
From the film Lady and the Tramp, a romantic food to eat with your partner is spaghetti, this
can be made into a vegetarian dish too. Here are some recipes I found from the internet that I
would include.
http://www.chow.com/galleries/120/date-night-dinners#!3106/drunken-prunes

25. Treatment
Idea Treatment:
Theme: This is going to be themed on a global culture, each recipe card will have a different specific culture
and this will be diagnosed by a die cut silhouette at the top of a city monument, such as London Bridge or the
Taj Mahal, the colours will also connect the culture together as they will be connected to the flag of the
country the city is in. The front will be simple and consist of a image of the final recipe, a title of the city and
the name of the food and prepare/cooking time. The back will have more information about recipe, it will
include the method and ingredients as well as social networking links to the Vegetarian Society.
Audience: It will be more for females, but will also targeted at men too. The ages of this audience will be in the
age range of 18-30. It will have a large target audience as it it a global thing and interests people for new ideas.
It will be for people who want new ideas and want adventure. They would just new to the vegetarian lifestyle
and use the recipe cards to get new ideas but they do not have time so a simple layout would be helpful. I can
imagine the audience to live in a city, with a busy life.
Production Methods: The card it will be printed on will be recycled paper and the top of the card will be die
cut into a monument from the city or country to make it interesting and individual. This idea is unique and not
done before. It makes the audience instantly know what sort of recipe that will be getting with that recipe
card. The design will be completed used Photoshop and InDesign.

26. Assessment of final ideas
Suitable for audience?
This product will be suitable for my audience because it is unique and different therefore it will attract
people who will want to try new and exciting things- someone with an adventurous personality. They
will live in the city and have a busy lifestyle therefore the recipes will be quick and simple to do.
Suitability for client?
These recipe cards will be suitable for the client because it is creative and unique and I will include
everything I have been asked to in the brief onto the final design. For example having both a back and
front, an image, and making it suitable for vegetarians.
Appeal of the design:
The design of the card is really creative. I really like the idea off the different cities as there is a lot of
potential with the design and colours that can be use. I especially like the idea of the die cut. This will
make the card really stand out and more popular over existing recipe cards. The design on the
landmark of each cities will represent what the design is about.
Timescales for production:
I don’t think this idea will take to much time to make. To cut down time I think planning everything
before is crucial. I will do this by making a template of my design. The only time consuming part would
be the die cut getting it to perfection. Overall I feel I will be able to reach the deadline. I will leave a day
for contingency time, this will help me if anything goes wrong.

27. Assessment of final ideas
Cost of any specialist work (laminating, varnishing, die-cutting):
The cost of the work may be costly because of the die-cut and laminating involved. I will need to
consider the cost of the specialist equipment I will need to be able to cut out the shapes at the top of
the card or the cost to pay for someone to do this for me. Also I will need to consider the cost of
laminating the card because this will be specialist work.
Practical to produce in large runs?
I don’t think it is easy to print off a lot at a time. This is because of the shape that needs to be die cut.
This would take a while to cut out then laminate which would be very time consuming so in this case
large runs could not be printed off at a time in a fast pace. It is do-able but it would take a very long
time to create and finish each card.

28. Assessment of final ideas
Available resources:
To create this card the is a lot of resources that are available, these resources are a computer,
Photoshop, Indesign, Printer, internet, paper and a camera so you can take your own images and
upload them to the computer. These are all available to me at college and home.
Quality factors:
This work will be a high quality because it has been thought about thoroughly and the quality lies with
the design of the product. When this design is finished it will look very potential and has the potential
to become every popular with the target audience.
Legal and ethical issues:
This card could have a ethical issue of certain cultured are being stereotyped with the food for
example an Indian person may be offended that there culture is stereotyped with curry which could
possibly be discrimination off them.
The legal issues I could come across while doing these recipe cards may be copyright from using other
peoples images. To avoid copyright I will need to get permission from the owner of the image.

29. Final Group Idea

30. Final Group Idea
Recipes
• China- Vegetable Noodle
Chow Mein
• India- Vegetable Spicy
Curry
• Italy- Vegetarian Pizza and
Quorn Spaghetti
• UK- Quorn Sausage and
Mash
• Scotland-Vegetarian Haggis
• Australia- BBQ Quorn
Skewers
• America- Vegetarian Burger
• Greece- Feta cheese salad
• France-Savoury Crepes

31. Treatment
Idea Treatment:
Theme: This is going to be themed on a global culture, each recipe card will have a different specific culture
and this will be diagnosed by a die cut silhouette at the top of a city monument, such as London Bridge or the
Taj Mahal, the colours will also connect the culture together as they will be connected to the flag of the
country the city is in. The front will be simple and consist of a image of the final recipe, a title of the city and
the name of the food and prepare/cooking time. The back will have more information about recipe, it will
include the method and ingredients as well as social networking links to the Vegetarian Society.
Audience: It will be more for females, but will also targeted at men too. The ages of this audience will be in the
age range of 18-30. It will have a large target audience as it it a global thing and interests people for new ideas.
It will be for people who want new ideas and want adventure. They would just new to the vegetarian lifestyle
and use the recipe cards to get new ideas but they do not have time so a simple layout would be helpful. I can
imagine the audience to live in a city, with a busy life.
Production Methods: The card it will be printed on will be recycled paper and the top of the card will be die
cut into a monument from the city or country to make it interesting and individual. This idea is unique and not
done before. It makes the audience instantly know what sort of recipe that will be getting with that recipe
card. The design will be completed used Photoshop and InDesign.

32. Rationale for final idea
We have decided to choose this idea because, out off the two that we finalised, we
decided that the cities theme had a lot more potential and was able to be explored a lot
more in design ideas and we would not run out of ideas for each card.
With the cities theme it was able to give us eight ideas for the eight recipe cards which
we can then follow and progress from each culture to produce each card.
Although the die-cut may be a challenge we believe the idea is creative and different
and we will work around the challenges if the come. We have given each other some
time if anything does go wrong so we can change this and make our work the best it can
be.
Looking at existing products, nothing has been done like this before. It is unique and will
apply to our adventurous but busy audience. It will give people a chance to try different
cuisines at home and explore the culture in your own homes. We believe this will be
successful for our audience and will be great for people new to the vegetarian lifestyle
or for someone who wants something different to their diet.