Mel presented 5 ideas for recipe card themes: 1) Cities - Cards would feature recipes from different cities represented by their colors and landmarks. Feedback praised its creativity and variety of cultures. 2) Kids Healthy Eating - Bright, laminated cards would have illustrations and simple recipes to engage children. Feedback said it was well-suited to its audience. 3) Date Night - Cards would provide easy romantic meals for men to cook with wine pairings. Feedback said the theme was unique but colors could clash. 4) Vegetarian Desserts - Pastel cards would feature vintage-style dessert recipes. Feedback liked its cute theme and colors that evoke sweetness. 5) Beer Festival -

1. Initial Ideas and
Feedback
Mel

2. Idea 1
Theme: Cities
Audience: Gender Neutral, 18-30
Colour Scheme: Oriental colours, to do with that
city/country.
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 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.
Recipes Included: Pasta (Italian), Vegetable Samosas
(Indian), Quorn BBQ Kebab (Australian).
Ingre
dients
Title
Picture
Method

3. 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.

4. Idea 2
Theme: Kids Healthy Eating
Audience: Young Children
Colour Scheme: Primary Colours
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.
Recipes included: Fruit salad, sandwiches, pasta etc.
Method
Picture
Ingre
dient
s

5. 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.

6. Idea 3
Theme: Date Night
Audience: Male
Colour Scheme: Red and Pink
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.
Recipes Included: Vegetarian Spaghetti, Jam
Love Heart Tarts, Stuffed Butternut Squash.
Picture
Title Ingredients
Method
Method
Picture
Win
e

7. 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.

8. Idea 4
Theme: Vegetarian Desserts
Audience: Women
Colour Scheme: Pastel colours for cupcakes and
sponges and rich colours for chocolate desserts
Layout: These recipe cards will be a series of
vegetarian desserts. The card will have a cut out
of a muffin at the top to represent desserts. In the
primary research a lot of people suggested
brownies as a recipe to include and lots of
people were interested in desserts. It will have a
simple layout but the colours will be pastel or rich
and the colours will be aimed toward women to
make the it interesting and pretty. The cards will
be very 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.
Recipes Included: Muffins, Victoria Sponges,
Brownies.
Picture
Method
Ingred
ients

9. 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.

10. Idea 5
Theme: Beer Festival
Audience: Men and some women. All adults above
the age of 18.
Colour Scheme: Brown, green, gold, orange, yellow.
Layout: A typical beer/ summer festival is full of meat
based foods so there is a market for a beer festival
of 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 also be a list of different
beers that vegetarians can drink and what they
contain. It will be simple and quick food to do. A
few people in our own research asked for
vegetarian party food recipes. This is a good quick
way of catering for everyone.
Recipes Included: Quorn based substitutes.
Picture
Method
Beers

11. 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.

12. 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.

13. Idea Evaluation
Which idea that you came up with is your favourite and why?
My favourite idea that I came up with was idea one. 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.

14. Culture Idea 1

15. Culture-Colour Scheme
The colour scheme will depend on the country of that recipe card because
many colours 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.

16. 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
Fonts
Chinese Rocks
Zorus Serif
Poor Richard
Optimus Princeps
The American
Traveling Typewriter
I will use a simple font so it is easy to read.
The same font will be used on each recipe
page so the layouts all fit together.

17. Date Night Idea 2

18. Date Night-Colour Scheme & Fonts
Walker on the moon
Delicious curls
Bella Donna
Amienne
Freestyle script
I will used 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 it links in with the love theme.

19. Date Night- Recipes
From the film Lady and the Tramp, a romantic food to eat with your partner is
spaghetti, this can be 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

20. 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.
Audience: It will be for both male and females 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. People who want
new ideas but do not have time this would be perfect for. 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 and the top of the card
will be die cut into a monument of 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.

21. Assessment of final ideas
Suitable for audience? This product is suitable for the audience because as it is a city theme
so it is going to be older people that will be more interested like 18- 30 year olds who are young
and living in the city.
Suitability for client? This is suitable for the client because it is creative and is perfect for a
vegetarian
Appeal of the design: The design of the car 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 you can use. I
especially like the idea of the die cut. This will make the car really stand out and will be really out
there. 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. The layout seems to be easy enough. The
only time consuming part would be the die cut getting it to perfection. Overall you would be able
to reach the deadline.
Cost of any specialist work (laminating, varnishing, die-cutting): The cost of the
work may be costly because of the die-cutting and laminating involved. You will need to consider
the cost of the specialist equipment you will need to be able to cut out the shapes at the top of
the car. Also you 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 cutted. 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 doable but it would take a very long time to create and finish each card.

22. Assessment of final ideas
Available resources: To create this card the is a lot of resources that is 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.
Quality factors: This work is of a high quality because it has been thought about thoroughly
and the quality lies with the design of the product. When finished this design 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.

23. 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

24. Final 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 at the top of a city monument, such
as London Bridge or the Taj Mahal, the colours will also connect the culture together.
Audience: For both male and females 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. People who want new
ideas but do not have time this would be perfect for. 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 and the top of the card
will be die cut into a monument of 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.

25. Rationale for final idea
We have decided to go with 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 explore a lot more design ideas and we would not run out of
ideas for each card. With the cities theme it able to give us 8 ideas for the
8 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.