The document provides feedback on several ideas for a set of vegetarian recipe cards. The high-level ideas include recipe cards with a color scheme matching the featured foods, sets of cards for full meals including starters and mains, cards featuring recipes that substitute Quorn for meat, and cards showcasing recipes from different world cuisines. One respondent particularly liked the idea of pairing child and parent recipe cards for the same dish, noting it was unique and could lead to interesting design opportunities. Some areas for development included ensuring the ideas met the brief of producing eight cards and considering graphical elements related to the themes. The respondent agreed the Quorn idea could appeal to both vegetarians and meat-eaters but felt some design aspects were

1. Initial Ideas and Feedback
name

2. Idea 1: Colour-schemed cards
• The colour of the food links in with the overall colour scheme of the recipe card. The image and the
colour blocks on the card are embossed so the viewer can tell that the colour is linked together.
Although the design between the cards will be the same, so the consumer knows they are a set, the
colour will be different on each one.

3. Feedback 1
What do you like about the idea?
I like the idea of mimicking colour from the image/recipe into the overall
design.
What areas of the idea could be developed?
Some idea of the sort of food that would be used could be beneficial.
Reference if the colours would be based around a theme (though you
reference colours will be different, will they be related- different hues or
deliberately contrasting colours. Mention if you will choose recipes based
upon their colour or if you will colour the cards in reference to the photo.
What do you find interesting about the idea?
Could be a really nice set of consistently designed cards with no restrictions
regarding the recipes you could employ

4. Idea 2: Main Course and a
desert/starter
• This idea means two recipe cards for one meal. This will either be a main course and a desert or a starter
and a main course. This will feature either a running colour scheme or an ingredient that is featured in
both recipes. The dishes will have to work well together. This will then be 4 sets of 2 recipe cards.

5. Feedback 2
What do you like about the idea?
I like the idea of a running ingredient that is present in both recipes. Different
courses of the same meal is a concept I haven't seen explored before which
could lead to interesting design opportunities
What areas of the idea could be developed?
You only reference doing two cards (two courses for the same meal) and the
brief requires you to produce 8 recipe cards. You could avoid this issue by
doing 4 2 course meals or one massive 8 course meal.
What do you find interesting about the idea?
Cards which are related through their relation to each other in pairs could be
really interesting visually

6. Idea 3: Quorn
• This idea comes from the primary research, where we found that some meat eaters would happily use
Quorn as a meat substitute. This is where the idea of using recipes that are typically use meat, but use
Quorn instead of the meat. This could broaden our audience. This could also be good promotion for a
company like Quorn. Each recipe features a different kind of Quorn-based product e.g. chicken pieces.
Quorn products are VegSoc certified which fits very well with this idea.

7. Feedback 3
What do you like about the idea?
Excellently conceived with reference to research and how it fits within the
brief. Your discussion of attracting meat eaters as well could be an interesting
audience to include within your work.
What areas of the idea could be developed?
This idea could reference some aspect of design
What do you find interesting about the idea?
Its well thought out and could attract both vegetarians and meat eaters. An
idea that would appeal to the client as it could expand the population of
vegetarians in the world

8. Idea 4: All around the world
• We feature eight different dishes that are vegetarian alternatives to eight different countries traditional
dishes. The colour scheme of the cards will be feature colours that are from the countries flag. Countries
that could be used include America (famous for their fries & burgers) & Mexico (fajitas & tortilla chips).
We would incorporate these into recipes. With the American one, you could incorporate the stars &
stripes in the style of Blobs & Stars. This adds a stylized feel to the overall look of the recipe card.

9. Feedback 4
What do you like about the idea?
Really nice concept that could lead to some interesting designs, incorporating
the different colour schemes of the countries featured.
What areas of the idea could be developed?
All the different flags featured could lead to confusion regarding these recipes
being part of a set. You could reconsider how the flag could be used within
the card whilst still employing an overall consistent colour scheme.
What do you find interesting about the idea?
Choosing signature dishes from across the world with meat substitutes could
allow you to feature a diverse range of food rather than basing all the cards
around a theme/food/course

10. Idea 5: Adult and Child
• This idea again features the idea of four sets of two recipe cards. The recipes are similar, but are a child and adult version of one another. This will
allow the child to get involved with the cooking. The recipe card for the child could take advantage of many different finishes, such as die cuts
which would be in the shape of the food and laminating which would protect the card from being ruined by the child. This would also be seen as
interesting by the child. We could also take advantage of bright colours and large fonts for the child's recipe card, as they would be attracted to
this. This is a way to get children into the idea of vegetarianism. Although using die cuts & laminates may be expensive, it would be worth it to get
them involved. The recipes would have to be child-friendly and exciting, which limits the ingredients we could use. Children are not typically fans
of vegetables, so we could disguise the vegetables by e.g. changing the names of them on the child card.
• Although the idea of having two cards for each recipe, this also limits the amount of recipes we can do (because we can only make 8 cards). This
idea could also be done with all eight cards, with one card for each recipe by making it child & adult friendly at the same time.
• Although this idea could be complicated & challenging, it would also be very interesting & exciting to produce. During the secondary research I did
not find anything like this already currently on the market.
The child card is in
the shape of a
cauliflower.
This adult one
features the
recipe and an
image of the
results, the
ingredients&
method. This will
also be found on
the children's
card, but much
simpler.

11. Feedback 5
What do you like about the idea?
This is really unique and an idea which I haven't seen explored before in the
unit or in existing products. It is well considered, refers to product research
and considers the adult audience of vegetarian products who have children.
What areas of the idea could be developed?
Though this may already be part of the concept- I would make the child menu
part of the overall recipe. Assign basic and safe tasks for the child menu that
can then be incorporated into the larger menu (washing vegetables, breaking
up chocolate, mixing ingredients etc)
What do you find interesting about the idea?
Making a child version of part of the menu could allow for a more diverse
range of design choices and would allow you to demonstrate your ability to
produce work for a range of audiences.

12. Idea 6: Seasons
• This also uses the idea of using 4 sets of two cards, but this idea features two different courses for each
meal. The meals are inspired by seasons, rather than a colour scheme or a particular ingredient. The
seasons are winter, autumn, summer & spring. We produce two different recipes for each season. Within
the seasons, you find key colours & meals usually produced during this time. We could also incorporate a
seasonal vegetable for that time of year. An example of this would be the pumpkin, which is associated
with Autumn.

13. Feedback 6
What do you like about the idea?
Great idea with the seasonal ingredient. Could be very interesting to design
for different times of year
What areas of the idea could be developed?
Consider employing graphical elements linked with the time of year featured.
This theme will also potentially limit when the recipes could be used. Will
they only use summer recipe in summer etc.
What do you find interesting about the idea?
I like the idea of creating recipes that are different courses of the same meal.

14. Idea 7: 1 key ingredient or ‘Vegetable
of the month’.
• These eight recipe cards will feature one key ingredient. A running colour scheme which would be the same colour as the
ingredient. Some of these could be main courses, desserts & starter, which should give some variation. An example of this
would be a cucumber. The cucumber would have to be featured in each dish. A ‘logo’ will be put on each recipe card of the
key ingredient found in each dish.

15. Feedback 7
What do you like about the idea?
I like the consistent application of one ingredient. It could link to some British
grown food that is easily accessible or grown in an allotment (by the user of
the card potentially)
What areas of the idea could be developed?
This could limit the type of course you could explore (you would most likely
have to stick with savoury food if an ingredient is chosen which doesn’t lend
itself to desserts)
What do you find interesting about the idea?
Including a consistent ingredient could allow you to feature it heavily in the
design concepts (banners, colour scheme etc)

16. • The back of each quick
design will look like
the mock up on the
right here:
Title
Cooking time
Prep time
Method
Ingredients and
tools needed
Vegsoc logo & details
Image of food

17. Summary of Feedback
What do you agree with from your feedback?
I agree with most of the things that were said, especially the feedback I received for
my fifth idea. I agree with what the person giving me feedback said about my Quorn
idea: this could ‘fit in with both vegetarians and meat eaters’. I could incorporate this
into our final idea. My fifth idea was my most thought out and my personal favourite
idea overall.
What do you disagree with from your feedback?
With my seventh idea the person giving me feedback stated that ‘this could limit the
type of course you could explore’. I disagree with this because I can still explore many
different kinds of dishes within this idea. Something mentioned often in my feedback
is how the theme is going to holdback the kind of dishes I can produce, I agree with
this yes but it is still the whole point that the recipe cards have to have a theme & the
ingredients have to fit in with this theme.

18. Idea Evaluation
Which idea that you came up with is your favourite and why?
My personal favourite idea overall the parent and child card because it will feature a
lot of design tasks, which will be challenging yet exciting to do. I also like the idea of
having, in a way, two different audiences that we will have to cater the recipe for. Like
mentioned in the feedback, it is ‘really unique and an idea which I haven't seen
explored before in the unit or in existing products’. This makes me want to use this
idea even more.
Which idea, that your team came up with, is your favourite and why?
We have decided to go with the parent and child idea for the reasons stated above.
We both found that it would be the best idea & it would allow us to be creative, more
so than any other idea we had come up with.

19. Developed Idea 1
The idea, like explained before, is that there are two separate cards for the parent and
child. Whilst the parents card will feature the full recipe & method, the child card will
feature instructions that a child will be able to do safely. As there are two cards for each
recipe, this will mean four sets of two cards. The recipes included will be vegetarian &
will feature a main vegetable ingredient. Looking at recipes, we have found some that
are typically popular with children, for example a pizza that features tomatoes. This
main ingredient of tomato will also come into the design & colour scheme of the recipe
cards. When thinking of the design, the child's card will feature the embossment of a
tomato at the top of the recipe card (it will be in the shape of a tomato). On the right,
you can see that there is the shape of a broccoli, which is similar to what the child cards
will look like. This will be the inspiration for the other 4 child-friendly recipe cards. The
parent card will follow the colour scheme of the vegetable e.g. green for broccoli. Other
than the colour scheme, each card will have the same design & layout, which can be
seen on the right. This design is inspired by the recipe cards we have already analyzed,
which were made by VegSoc (our client). The main idea behind this is trying to create a
recipe that is child-friendly and also will possibly make the child want to be a vegetarian
(although this is not necessary). The cards are also useful if 1) the parent(s) are
vegetarians 2) the child is interested in cooking & they want a safe way to do this & 3)
the parent wants to involve the child in cooking. For the parent recipe card, I will use a
san-serif font. One of the fonts I have looked at is the one I have used on the mock-up
image on the right, which is titled Champagne & Limousines. I find this font to be
modern & suits the overall look of the recipe card. For the child recipe card, I will be
using a serif font which will look child-like and handwritten, as the audience is different
to the parent card. I have looked at fonts such as chalk duster &PWPerspective, which
can be seen on the right.
TOMATO
BROCCOLI
CARROT
CABBAGE

20. Developed Idea 2
My second developed idea is the Quorn idea. With this, I wan to produce 8
well-known meals but use the Quorn products as meat substitutes. These
recipes will hopefully inspire some meat-eaters to become a vegetarian if they
enjoy the recipes. Recipes I could use include Bangers & Mash, which will use
Quorn sausages instead of real sausages. In this recipe you will also be taught
how to make a vegetarian gravy. Thinking about colour scheme, you would
expect to find green & the colours of the cooked Quorn in each meal. I was
thinking about using a basil leaf in each meal to link the green with something.
The same green will be found on each recipe card, which links them together.
The Quorn logo will also be found on the back and front of each recipe card.
You can see this on the mock-up image on the right. Thinking about fonts,
because of the target audience (adults), I will use a san-serif font which is
modern. An example of this would be the Champagne &Limousines font, which
is a typical font used on a product like this (you can see the font on the right).
Basic layouts will be very similar to the products already made by VegSoc,
which in the brief states what typical codes & conventions their recipe cards
look like (which you can see on the right). A large image and on the front with
two colour blocks. In the bottom right you can see a quick mock-up I made,
which is what you could expect if I went with this idea. Image style would also
be similar, just like the one you can see in the VegSoc recipe card.
MEAT
VEG

21. Treatment
Idea Treatment:
Theme: Parent & Child
My overall theme is Parent & Child. The main idea behind this is that I could not find a set of recipe cards that catered to a vegetarian family
which has cards for the parent & the child. I want to create this. Four parent cards & four child cards will be produced, both being for the
same recipe. The theme circles around one type of vegetable e.g. a red recipe card for a recipe that uses tomatoes as a main ingredient. I
would say that the theme is made to make vegetables exciting and interesting to a child & that they do taste good. Colours will allow the
audience member to know they are part of a set, as will the layout of the adult designs (which will be the same for all of them). A logo will
also be created for each recipe card. As you stated, it was important that the audience knows they are part of a set.
Audience:
My overall audience will be vegetarian families that are trying to get their child/children involved in cooking or try to get them to eat
vegetables as they typically do not enjoy this kind of ingredient. During primary research, we found that women are slightly more likely to be
vegetarian & also that the families that are typically vegetarian are middle class (ABC1). We stereotypically associate cooking with the female
gender too, although that isn't our only target for the parent. We are targeting our product at this. We found this is also audience for your
individual recipe cards. We are leading on from this & broadening your audience.
Production Methods:
To make the recipe cards, we will use a mix of two Adobe programs: Photoshop & Illustrator. Using both these programs will allow us to
produce the best looking recipe cards possible. Photoshop will be used for the overall design, whereas we will use Illustrator for the text &
then merge together. We will be using recycled paper with a bio-degradable laminate, like mentioned in the brief. Although this can be
expensive, it is worth it for a great product that will be durable for the target audience. We will also use embossing when producing the
child’s recipe card, as it needs to look like the vegetable in the recipe. We have followed the typical codes and conventions that you expect
from a recipe card for your company e.g. the placement of icons & images. We have been given between two & three weeks to make these
recipe cards, which should be enough time for two people to make 4 high quality recipe cards each.

22. Assessment of final ideas
Suitable for audience?
The product fits really well for the audience targeted. It is fun and gets both the parent and the child involved in cooking
healthy food, whilst also promoting vegetarianism.
Suitability for client?
The product is suitable for the client as it doesn’t go against the given brief, but does incorporate some personal ideas
which work really well.
Appeal of the design:
The design described in the treatment sounds really good and detailed and I feel as if the product will come out really well
and fits really well with the Vegsoc brief.
Timescales for production:
The given timescale seems like a good time and as the idea is already very organised, the product will be completed
within the 2/3 weeks given.
Cost of any specialist work (laminating, varnishing, die-cutting):
The product is planned to be laminated and die-cut. This would bring up a small charge but will be easily given back when
the final product is made and the company pay the wage.
Practical to produce in large runs?
It isn’t as practical to produce due to the impractical shape of some of the cards, but this isn’t that important as the
audience is quite small so not as many cards will have to be made.

23. Assessment of final ideas
Available resources:
The resources needed are the computer applications, Photoshop and Illustrator, which are fairly easy to get and are also
very useful. Getting hold of a laminator will also be simple. It is planned to use die-cutting in the product, this will be slightly
more difficult to find but you will be able to get it.
Quality factors: The only thing that could affect the quality is the timescale given, although I don’t think that this will
be a disadvantage and hinder the quality of the product, it is a risk.
Legal and ethical issues: The legal and/or ethical issues that could be faced during the production of the
product is false advertising, this is when something is untruly promoted and tells the audience that something is something
when it isn’t. Another issue that could arise is copyright, for example if a recipe or a stock image is used that belongs to
someone else, this would become a problem.

24. Final Group Idea
The idea, like explained before, is that there are two separate
cards for the parent and child. Whilst the parents card will feature
the full recipe & method, the child card will feature instructions
that a child will be able to do safely. As there are two cards for
each recipe, this will mean four sets of two cards. The recipes
included will be vegetarian & will feature a main vegetable
ingredient. Looking at recipes, we have found some that are
typically popular with children, for example a pizza that features
tomatoes. This main ingredient of tomato will also come into the
design & colour scheme of the recipe cards. When thinking of the
design, the child's card will feature the embossment of a tomato
at the top of the recipe card (it will be in the shape of a tomato).
On the right, you can see that there is the shape of a
broccoli, which is similar to what the child cards will look like. This
will be the inspiration for the other 4 child-friendly recipe cards.
The parent card will follow the colour scheme of the vegetable
e.g. green for broccoli. Other than the colour scheme, each card
will have the same design & layout, which can be seen on the
right. This design is inspired by the recipe cards we have already
analyzed, which were made by VegSoc (our client). The main idea
behind this is trying to create a recipe that is child-friendly and
also will possibly make the child want to be a vegetarian
(although this is not necessary). The cards are also useful if 1) the
parent(s) are vegetarians 2) the child is interested in cooking &
they want a safe way to do this & 3) the parent wants to involve
the child in cooking. For the parent recipe card, I will use a san-
serif font. One of the fonts I have looked at is the one I have used
on the mock-up image on the right, which is titled Champagne &
Limousines. I find this font to be modern & suits the overall look
of the recipe card. For the child recipe card, I will be using a serif
font which will look child-like and handwritten, as the audience is
different to the parent card. I have looked at fonts such as chalk
duster &PWPerspective, which can be seen on the right.

25. Treatment
Idea Treatment:
Theme: Parent & Child
My overall theme is Parent & Child. The main idea behind this is that I could not find a set of recipe cards that catered to a vegetarian family
which has cards for the parent & the child. I want to create this. Four parent cards & four child cards will be produced, both being for the
same recipe. The theme circles around one type of vegetable e.g. a red recipe card for a recipe that uses tomatoes as a main ingredient. I
would say that the theme is made to make vegetables exciting and interesting to a child & that they do taste good. Colours will allow the
audience member to know they are part of a set, as will the layout of the adult designs (which will be the same for all of them). A logo will
also be created for each recipe card. As you stated, it was important that the audience knows they are part of a set.
Audience:
My overall audience will be vegetarian families that are trying to get their child/children involved in cooking or try to get them to eat
vegetables as they typically do not enjoy this kind of ingredient. During primary research, we found that women are slightly more likely to be
vegetarian & also that the families that are typically vegetarian are middle class (ABC1). We stereotypically associate cooking with the female
gender too, although that isn't our only target for the parent. We are targeting our product at this. We found this is also audience for your
individual recipe cards. We are leading on from this & broadening your audience.
Production Methods:
To make the recipe cards, we will use a mix of two Adobe programs: Photoshop & Illustrator. Using both these programs will allow us to
produce the best looking recipe cards possible. Photoshop will be used for the overall design, whereas we will use Illustrator for the text &
then merge together. We will be using recycled paper with a bio-degradable laminate, like mentioned in the brief. Although this can be
expensive, it is worth it for a great product that will be durable for the target audience. We will also use embossing when producing the
child’s recipe card, as it needs to look like the vegetable in the recipe. We have followed the typical codes and conventions that you expect
from a recipe card for your company e.g. the placement of icons & images. We have been given between two & three weeks to make these
recipe cards, which should be enough time for two people to make 4 high quality recipe cards each.

26. Rationale for final idea
We both decided on this as out final idea because it was the most unique & interesting
out of all of our ideas overall. We found that Robyn’s final idea of ‘All Around The World’
has already been done before, whereas my idea was more individual & different than
anything VegSoc have done before.