Marmite brief
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This document provides information and guidelines for the RCA Design Competition to redesign licensed products for Marmite. Entrants are asked to submit initial design responses by June 30th that showcase a design concept through photos and a short written explanation. Final entries will be judged in October, with prizes awarded to the top three designs. The competition aims to create designs that capture Marmite's brand attributes of being polarizing, nostalgic, and uniquely British while appealing across various product categories and retailers. Guidance emphasizes the design must clearly represent Marmite and have broad appeal for homes and consumers.
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Marmite brief
- 1. RCA Design Competition 17th June 2011
- 2. INTRODUCTION
- 5. PRODUCT CATEGORIES Original Limited Editions Licensing Snacks
- 6. LOVERS
- 7. MARMITE’S MISSION Fanatical Fans Heritage Unique polarising taste To be the antidote to blandness in people’s everyday lives British Absolute honesty Irreverent Warm (nostalgia)
- 8. MARMITE UBIQUITY 3 660,000 495 164,000,000
- 11. PREVIOUS WORK
- 12. THE BRIEF
- 13. TIME TO TOAST A NEW DESIGN ? 2012
- 14. Start with this ……. START HERE
- 15. You are creating … a licensed design LICENSEES STYLE GUIDES Flat artwork FLAT ARTWORK
- 16. FINISHED PRODUCT
- 20. TRUST ME I KNOW! CUTE BUT OBSCURE
- 21. TRUST ME I KNOW! DIGNIFIED BUT DISCONNECTED
- 22. TRUST ME I KNOW! INTRIGUING BUT ABSTRACT
- 25. PRIZES
- 26. PRIZE VALUE £2,000 - Winner £2,000 - Runner Up £500 - Third Place
- 28. Marmite
- 29. Commercial
- 30. Distributors
- 32. TIMETABLE Result announcements 1stSubmissions 2nditeration Final Entries 15th Sept 30th June 2nd Sept 10th Oct
- 33. OTHER BENEFITSher benefits All entries exhibited in 2011 London Design Festival Winner will have their design featured across the Marmite product range and have the opportunity to attend a major trade fair 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
- 34. HOW TO ENTER Please submit first responses by 30th June Please send these to mark@sparkculture.com Entries to consist of photos of chosen design route together with written explanation of chosen route (not more than 400 words)
- 37. You can download a video of this briefing session & the one pager we have given you in your briefing packs
- 38. The marmite ad reel