Week 1 & 2

Assignment Brief Notes

Product concept for the New Zealand market that will enable them to better take 

• Work out what farmbake audience needs to be fulfilled and fulfil it better 
• Research Primary and Secondary of the category e.g websites, supermarkets (pak'n' save, new world, countdown) 
• Perceptual Mapping 
• Identitify a macrotrend, identitify the audience make sure it exists
• How well the idea shows in the presentation.
• Designing flavours, positioning the price, promotion pieces.
• Always go back to the brand universe, thinking about the competition, the audience. 

"People are supporting kiwis, therefore EA should emphasize they are a local buissness run by local kiwis. Critique should balance head and tummy responses!


- Collaborating with New Zealand Brands

MacroTrend Ideas 

- Transparency
- Supporting Local - people want brands that are human e.g fix and fogg
- Rebranding 
- Health trends - Organic/Vegan/GlutenFree OR Doing it for the planet - cutting down carbon footprint
- Collectables/Competition - brand loyalty/getting consumers involved in the company e.g Airpoints. - How will we promote it
- Percentage of profit goes towards a community/donations
- Supporting local communication
- Health Conscious Sugar Tax
- Reducing the plastic us
- Bulk Buying - Money for value/More time at home

Our ‘big idea’ is a line of tasty, NZ-made biscuits that people can enjoy regardless of their lifestyle or dietary requirements. The products will be made in small batches by caring bakers from traceable, ethically-sourced ingredients that the company is proud to use.

Feedback: narrow down the macro trends used and prioritise them in terms of what we want our overarching idea to be. The others will come naturally

Independent Study

Come to class next week ready to present (Zoom screen share— have a practice with friends and whānau) two/three visual moodboards (or similar) that communicates your macro-trends, and possibly your "product concept" 

Prepare to answer the following questions from other groups:

- Is this a big, differentiated idea that is focused on emerging macro-trends? 

- Does it meet the client brief? In particular, will it integrate into the wider EA family?- Do we believe it as consumers ourselves? - Is it a unique space from Farmbake, and is it difficult for them to easily copy into a variant?


Tuesday 12th May Class

Whats the feeling, story, vibe?

What are we attracted to?

Choosing a Macro Trend

EA Strengths

• Made in NZ since 1929
• Has some gluten-free options
• Appeals to anyone who is comfortable considering a cheaper option 

EA Weaknesses

• A more complicated ingredients list than farmbake - mostly due to using stuff like margarine instead of butter.
• Not specifically for biscuits, which results in the product being overshadowed
• Packaging portrays it as a lower quality brand in comparison to farmbake who portray as more premium 

Farmbake Strengths 

• Familimes are attracted to farmbake in comparison to e.g ‘toffy pops’ as they have more variety and come off as healthy when compared. 
• No ‘weird’ ingredients that aren’t recognisable
• Their aesthetic is shown through the packaging well 

Farmbake Weaknesses

• Not made in NZ
• Weak identifying traits
• No growth - doesn’t come out with new flavours often and has done the same product for years.

Macro-trends that apply

• Emphasis on locally made, small batch products
• The people behind the product (EA only has around 80 staff members)
• Locally sourced + transparent ingredients
• Accessible for everyone - price, dietary requirement, location-wise

Our ‘big idea’ is a line of tasty, NZ-made biscuits that people can enjoy regardless of their lifestyle or dietary requirements. The products will be made in small batches by caring bakers from traceable, ethically-sourced ingredients that the company is proud to use.

Feedback: narrow down the macro trends used and prioritise them in terms of what we want our overarching idea to be. The others will come naturally

Accessibility

People can have different dietary needs for each member of their family. EA should create a line of yummy biscuit products that can be enjoyed by the whole family and bring them together instead of dividing them based on what they can and can’t eat.

Comforting

People are under constant pressure both professionally and personally to be “on” all the time. therefore Ernest Adams should help consumers manage their burnout by providing a comforting product that provides a biscuit-sized break from real life.

Ideas

Made specifically to have with a cup of tea

“Have a biscuit break” or “an entire bag of biscuit breaks”

Morally good biscuit

People are becoming more and more aware that everything they support has an impact beyond what they as a single person could possibly manage. Therefore, Ernest Adams should work to create a positive culture of “betterness” that seeks to make a difference beyond just a biscuit on the supermarket shelf.

ideas 

“the good biscuit” or “the better biscuit”

Compostable packaging

Percentage of profits goes back into NZ 

Low carbon footprint

Fun new flavours

People are growing tired of the same old biscuit flavours that are barely different from what they could make at home. EA should introduce a product range that combines the classic flavours we know and love with interesting (but not too polarising) flavours that bring new life to bagged biscuits.

Ideas

Flavours like miso chocolate chip, mexican spiced chocolate, pretzel bits, etc.

Final Decision

“The Morally Good Biscuit”

People are becoming more and more aware that everything they support has an impact beyond what they as a single person could possibly manage. Therefore, Ernest Adams should work to create a positive culture of “betterness” that seeks to make a difference beyond just a biscuit on the supermarket shelf.

Some ideas to communicate this macro trend through the brand are:

• Compostable packaging
• Percentage of profits go back into NZ 
• Low carbon footprint
• Ethically sourced ingredients

• Range of textures

Name :

‘Good Biscuit’

Brainstorming flavour ideas:

• ‘Everything Good Biscuit’ - Peanuts (7%) Almonds (64%) Hemp Seeds (5%) Pumpkin Seeds (7%) Sunflower Seeds (11%) Flax Seeds (0.2%)
• Dark Chocolate Goodness - Cacao Powder (12%) Dark Chocolate (64%) Coconut Flour, Sea Salt
• Go Good Coffee - Roasted Coffee from Coffee Supreme (84%), Natural Maple, Peanuts (64%)
• Everything Nice (not a good name but I cannot think of one) biscuit - Oats (60%), Raisins (12%), Cinnamon (0.5%), Cloves (0.2%), Ginger (0.2%)
• Good Ol’ Gingernut - Ginger (5%), Molasses (10%)

Packaging Ideas:

• Eco friendly
• Compostable 
• Clean, attractive, emotive, neutral

Tuesday 19th May Class

Brand Positioning 



To purpose a brand : We need to know our brand position and Earnest Adams 




Independent Study

Screenshare Compelling Execution of all the elements together 

- Do packagin designs for front and back
- Slogans 
- Design 3 flavours - have 5  


- More colour/yum
- Caramel Colour/Burnt Orange

Good Biscuit’s Good Ideas:

• Source as many ingredients as possible from New Zealand owned companies, for example:
• Oats from Harraways in Otago Southland
• Almonds and walnuts from NZ Nut Products in Central Otago
• Coffee from Altura Coffee Co. in Auckland (fair trade certified)
• Ginger from Wainunu Organic Growers Association in Fiji (fair trade certified)

What can’t be sourced locally will be sourced from ethical companies internationally, with an emphasis on fair trade certification and net-zero environmental impact

• Use ‘seconds’ or ugly ingredients from above suppliers - broken walnuts that are unlikely to be sold, etc. Prevents food waste and keeps prices low for consumers.
• Similarly, package up ‘seconds’ such as biscuits broken in production, end-of-production biscuits that are misshapen, etc. and donate them to NZ food banks.
• Pay living wage ($22.10) to all employees

Slogan Ideas:

Good. Raw. Kiwi

Good. Great. Tasty

Raw Kiwi Goodness

Mind to Puku 

Notes from meeting with Karl (19/05)

Overall good stuff and the brand idea is great, just needs a little work aesthetic aesthetic wise

• Go lighter with the names - don’t want to be too dark or “adult”
• Too serious! Warm it up a little and use more colour
• Sides of packaging could be fun! Add in some pizzazz on the sides or inside, stuff like that
• Needs more yum
• No green, stick to warmer colours