The final idea is to create a set of recipe cards with international themes. This was chosen because it allows for diversity in recipes to appeal to different tastes. It targets adults aged 18-35 who would appreciate diverse flavors. The recipes will be complex to challenge confident home cooks. The cards will have a laminated or glossy finish to look professional. Titles may be embossed. This idea was selected as it satisfies the brief of promoting vegetarianism through interesting recipes from around the world. The variety aims to find recipes people will enjoy to encourage vegetarian cooking and eating.

1. Initial Ideas and Feedback
Craig Cassidy, Eddie Gill

2. Idea 1
My first idea is a vegetarian selection of
party foods, I would either have all the
snacks themed to one thing such a kind of
mini-meal such as you have a starter, main
and dessert all as different snacks or have
all the different snacks under a different
theme to fit in with the diversity of my target
audience profile. I would aim it at adults
because I don’t think that children would
appreciate the diversity of a range of
different foods.

3. Feedback 1
What do you like about the idea?
I like the idea of having a selection of party foods. I think it is a very creative
idea that isn’t normally seen on recipe cards.
What areas of the idea could be developed?
An area that could be developed is the layout, you should consider having flip
cards for displaying your party food.
What do you find interesting about the idea?
I find the overall idea of party foods, that would either have all the snacks
themed to one thing such a kind of mini-meal quite interesting.

4. Idea 2
My second idea for a recipe card is an
international themed recipe card, for example an
Italian recipe card. I could also do a series of
different international recipe cards , once again it
ties in with the diversity of my audience profile or
I could just do all the cards under one
international theme (this would be easier for the
design e.g all the same colour scheme). I would
theme this around adults and students as they
would appreciate a different range of foods from
around the world and I don’t think a child would. I
would laminate the recipe card because it is likely
to be used in a kitchen were something could get
spilled on it and the card ruined.

5. Feedback 2
What do you like about the idea?
I like the idea of having a international themed based recipe card because
there is a lot of different interesting foods that you could include.
What areas of the idea could be developed?
If you chose to follow your international theme through you need to develop
your ideas for a colour scheme as it might be hard to find a suitable colour
scheme for international.
What do you find interesting about the idea?
I find the idea of having a international theme for your recipe cards quite
interesting and this could include some diverse foods.

6. Idea 3
My third idea are based is going to based around children. I
would make the food very simple so the child might be able
to follow the recipe with their parent, I probably wouldn’t be
able to include a diverse range of ingredients as children
tend to fairly picky. Also I could play upon the design of the
card (make them interesting shapes) so they are interesting
for the children to look at, I would also make sure that the
copy was very easy to read and easy to follow aswel. (This
whole ides of this card wont fit into my audience profile
though as the age range is out). I would also try and
emboss the card so its got a tactile element to it so the child
can “interact”.

7. Feedback 3
What do you like about the idea?
I like the idea of using the embossed process as this will appeal to children
well and help them stay interested in the product.
What areas of the idea could be developed?
An area you could develop on is the amount of pictures incorporated maybe
think about showing images of the steps needed to be completed in order to
produce the meal. This will go down well with the kiddies, as it may aid them
when their making the product.
What do you find interesting about the idea?
I find the idea of incorporating the embossed process on your recipe card
interesting as this will create tactile so that the recipe card is interacting for
the kids.

8. Idea 4
My fourth idea would be a recipe card based around a
starter, for example a soufflé or an interesting soup flavour.
For my idea I would make sure it wasn’t your typical starter
that you wouldn’t expect to get as a starter or an
interesting adaptation on an existing starter. I would try and
use an original design aswel to fit in with the originality of
the recipe. I would use a simple to read font but use a
more complex range of words to try and attract the
audience. To fit into my audience profile I would make the
recipe suitable for a 25-35 year old, I could also design it
for children aswel because you don’t really see a lot of
starters with children in mind. Again I would laminate the
card so it had a professional looking finish to it and also to
protect it.

9. Feedback 4
What do you like about the idea?
I like the idea of having a recipe card with the theme based around starters. I like
this because of my personal interest in starters and I like and think its interesting
that you would incorporate a non typical starter.
What areas of the idea could be developed?
You could possibly incorporate a recipe or suggestions for a bread to go with the
soup.
What do you find interesting about the idea?
I think it would be a very interesting idea if you were going to orientate your
design and layout to appeal to children as this could open up a whole new
corridor of ideas. I also think this would be an interesting idea as you don’t see
many recipe cards, with the theme based around starters that are, for children.

10. Idea 5
My fifth and final idea, is all going to be an idea based around an
easy to cook and prepare meal, for example the image to the right
is an image of meal which you can prepare in a slow cooker. I
decided to do an easy to make recipe because not everyone will
have a lot of time to make a full meal. So the target audience for
this will be obviously adults who have a job and not a lot of time to
cook and prepare meals. I would use a simple font and potentially a
quite simple range of words to further stress the simplicity and
easiness of the recipe. Like the other recipe cards I have presented
as ideas I will also laminate this one just because I think that it looks
a lot better and also like I’ve said previously it also protects it
aswel.

11. Feedback 5
What do you like about the idea?
I like the idea of creating a recipe card for a quick to make meal, this is a product
that would easily appeal to your target audience as your audience incorporates
working men and women that might be pushed for time and this type of recipe
card would be very suitable for them.
What areas of the idea could be developed?
I would develop your idea of what print finish your going to have as this recipe
card is for a quick to make meal having it laminated may not be the most efficient
and suitable print finish for the recipe card.
What do you find interesting about the idea?
I find the overall idea of having a quick to make meal recipe card that incorporates
a simple font and a simple range of words interesting. Incorporating these things
easily shows the simplicity and easiness of the recipe which I also find interesting.

12. Summary of Feedback
What do you agree with from your feedback?
I agree with basically everything that has been said in my feedback, such as on my first idea the feedback said
that my idea for party foods will probably prove to be a very creative idea and that I do need to develop my
layout for this idea as with having multiple ideas I will need to think of a good layout as I need a good way to
display all my ideas. On my third piece of my feedback I agree with what he has said about the embossed
card being a good idea for a child as it will keep them interested. The feedback has also said that on my
things which I need to improve for my third idea it says I could of included some ideas about doing a
“step by step” picture view for children to follow which I though was a good point to make and I will
probably take this on board if I come to make this design.
What do you disagree with from your feedback?
On my second piece of feedback I disagree with that it will be hard to find a suitable colour for my international
theme as each card will be individually themed and therefore I will just probably theme the card with the
colour associated with the country the food originates from. One point that I disagree with which has been
made on my feedback is that on fifth idea feedback it says that laminating the card is the wrong finishing
technique to use I disagree because I think that the card does need to be protected as if it is used as a quick
recipe then this might mean less care will be taken for it generally so definitely think that it needs to be
protected.

13. Idea Evaluation
Which idea that you came up with is your favourite and why?
Overall the idea that I came up with and would be my favourite one to produce would more than likely be the
international themed vegetarian recipes, I think this because even though I feel that all of my ideas have been
produced before, with international food there are so many different ideas that you can come up with , also it
ties in with the diversity of my target audience well if I were to produce a series of different international foods.
Which idea, that your team came up with, is your favourite and why?
Overall we came to a conclusion that the favourite ideas that we came up with was the international themed
recipe cards, we came to this decision because we both produced initial ideas for international food so it
seemed like the logical thing to do as we both had ideas which we could combine also we decided that as a
whole they would probably the most interesting as we thought of doing some unusual vegetarian international
foods to add an interesting factor to our recipe cards. Finally the last reason why we thought it was our
favourite idea is because we both just thought very simply that it would probably be the least tedious one to
actually complete and it would be quite interesting to find lots of different potential recipes that we could use
and then pick ones which we both agreed on.

14. Developed Idea 1

15. Developed Idea 1
Moodboard
Heading’s
Main Copy
Colour scheme

16. Developed Idea 1
Flat plan

17. Developed Idea 2

18. Developed Idea 2
Mood board
Main Copy
Colour scheme

19. Developed Idea 2
Flat Plan

20. Treatment
Idea Treatment:
Theme:
The whole theme of the card will be based around children and a way of introducing them to vegetarian foods, so we will have to go for a
simple recipe but also a recipe that we will appeal to a potential fussy child's taste, because I know for a fact when I was younger I
wouldn’t have tried the majority of vegetarian foods so we will have to make the recipe as tasty as we can but also healthy so we can
promote healthy eating. Another part of the theme is that the recipe will have to simple to follow so if the child wants to follow the
recipe then they can do if they wish
Audience:
The audience for this product will be children aged at roughly 5-10 to appeal to this target audience we will have to make the card as
appealing to they eye as possible (for a child) as the child probably wont show any interest if the card is plain and boring. Obviously it will
be most likely a parent or guardian buying the recipe card to then cook with the child so there will still have to be a professional sense to
it as the adult won't buy it to use with their child if the product looks too unprofessional as they are more than likely to judge wether
they should be using it for there child, whom they will care about a lot by how it looks and then look at the nutritional information
Production Methods:
I will definitely go for a laminated finish on this product as if a child is involved then more than likely something will bet spilled on it and
it needs to be durable aswel so laminating should provide me with all the protection aspects I require. I will also try and emboss the
pictures of the ingredients to add a tactile element to it for the child to interact with.

21. Assessment of final ideas
Suitable for audience?
I think that the idea is highly suitable for both their audiences as, for the first idea we have made sure the
ideas are suited to a child as we have included interesting parts and also simple to follow recipes aswel.
Our other idea is also suitable to our audience as from my survey data I can understand that my
audience like a diverse range of foods and I can satisfy this diversity with a range of international foods
Suitability for client?
In my opinion both the ideas are highly suitable for my client as they are both vegetarian to start with,
also they all have a set theme which it states in the brief and also they could be aimed at people just
becoming vegetarians as we want to go for interesting recipes which will intrigue people.
Appeal of the design:
I think that all our designs will be appealing in their own ways for example you have the international food
which we will make the design appealing by using the colour scheme associated with that country we will
make the children's design appealing by using embossing also images for the child to follow along with.
Timescales for production:
I think that in terms of timescale for production I cant see either idea taking too long, apart from the
laminating process the idea which I think will take the longer to produce is the child's idea because I was
planning o laminate and embossing that idea
Cost of any specialist work (laminating, varnishing, die-cutting):
Laminating- Machine (if not one at college): £12.48 laminating sheets: £1-£10 (all dependant on quality)
Embossing: Machine anywhere from £80 upwards, I don’t think it would be cost effective to source this
job.
Practical to produce in large runs?
Not very practical for the child's idea as it needs embossing and laminating, the international card is failry
practical though

22. Assessment of final ideas
Available resources:
College; Camera’s Computers, Photoshop, InDesign , Printers & paper
Home: Computers, Photoshop & printer
Quality factors:
I want the product to have a high quality finish so it looks like a professional product rather than a very
cheap product because a high quality product will tie in with my target audience profile aswel. I will
achieve a high quality finish by doing multiple test prints to ensure that the product is printed to the
highest quality and also laminate it to carry on the high quality finish.
Legal and ethical issues:
Childs card:
Need to consider and offensive/obscene material (obscene publications act 1959)
Make sure its suitable for a child
Make sure the card isn’t full of fatty foods ( make sure I promote healthy eating for the children)
Try and not make any waste as a lot of vegetarians are environmentally concerned
International card:
Make sure the card doesn’t offend any one from the country that I have chosen to use a theme from, for example
if I were to do something from a country which had a strict rules about how food was to be prepared I would have
to follow these guidelines to avoid any ethical concerns
Try and not make any waste as a lot of vegetarians are environmentally concerned

23. Final Group Idea
The images on
the right hand
side show what
theme I will go
with for my final
idea, which will
be a Mexican
theme or a
theme of a
mixture of
international
foods. The
actual theme
will be decided
on the next
task.

24. Final Treatment
Idea Treatment:
Theme:
The overall theme for our recipe card will be a set of international themed recipe cards, we haven’t decided as of yet what country's we
will base our different recipe cards on as of yet but we will try and go for a vast range of country's which you wouldn’t necessarily
associate with each other as we think that this will add some form of diversity because its not likely that one person will like all form of
international food so with having diverse companies and diverse recipes it should allow for our audience to be able to find at least one
recipe from a country which they will enjoy, or alternatively because it might be hard to theme all the cards on different country's and get
them looking consistent we might just choose one country to base the cards on.
Audience:
The audience for our product will be people aged at roughly 18-35 we choose this age range for our audience as we think any
younger they might not appreciate the international foods as much older people will and also we took the age range of 35
from our audience profile which we built up from the surveys which we collected. Our audience will also be male and female
even though our data showed it should have been predominantly male I don’t believe that we got enough data to build up a
data set on sex. Our audience will also be confident cooks because we will probably choose some complex recipes as I want to
try and use a lot of international ingredients which the common cook might not be familiar with so the recipe cards will take
some preparing.
Production Methods:
We will go for a laminated or a gloss finish. We might use a laminated finish as it would keep the card safe from any damage from things
being spilled on it etc.. But we might use a gloss finish as I think that it looks like a lot more of a professional finish and is likely to attract
the audience that we are looking for. I also want to try and emboss the title on the cards aswel as I think that it would look professional if
we had the title embossed.

25. Rationale for final idea
Explain why you have decided to go forward with your chosen idea.
We have decided to go forward with our final idea as:
First of I all I think it satisfies the needs of the brief especially where it says to try and get people to become
vegetarian and I think that doing a variety of different international foods will attract people as it shows a diverse
side to being a vegetarian and says that you can enjoy a huge range of foods.
Secondly just because I think that simply it will be the most interesting idea that we have come up with as there
are lots of different things that we can adapt and it also provides lots of ideas for different design ideas also it will
be very interesting to see if we can find some very odd international recipes that we could use as a vegetarian
option as I would like to try and use a recipe that you don’t commonly hear of ( although this might put the target
audience off).
Thirdly another reason for us actually going forward with this idea is just because, we thought that as a group it
would be the idea which we could be the most creative with, because when you choose a food from a certain
country you can then start basing the cards detail and design around that country.
Finally the last reason why we decided to go forward with our final idea is because we both thought aswel it
would be interesting for our audience and also interesting for us to make because it needs to be interesting for us
to create especially if we are going to be producing it for a long time.