We have kept the outdoors and natural visual style and feel that Ella's Kitchen already uses. As I have said from day one on this project, Ella's Kitchen already have it right so we don't need to change it.
What this should say is we are wanting more "clout" and shelf space.
I am really pleased with the final logo, I spent many pain staking hours on both the cafe and cookery school designs and getting the images perfect. I think it still looks on brand and keeps up with the current Ella's Kitchen brand guidelines.
This one still has the old logo on the board so this will be taken off!
As can be seen, the three print ads have had the copy cut down quite a bit. Gideon felt there was possibly too much text and this way keeps it simple and less crowded. Every small detail has been "Ella-fied" from text to speech bubbles and images with a mixture of cartoon and photographic imagery.
I am pleased we carried this idea through, I always felt it had good potential from the start and I'm happy with how I have completed the final execution.
Kirsty came up with this visual and I the copy. I think it's a strong image and different from anything you'd ever expect from competitors. Something we will look at is where we will place these ads, for example on supermarket billboards, etc.
I am glad I suggested the hot air balloon rather then the plane, it is very strong visually and a good bit of fun for kids.
This is one of my favourite pieces, I think finding the right images was key here and again keeping the "Ella-fied" thought bubbles and text. This was one of my first executions and I am very happy with it.
This app is about using augamented reality to find fruits and put them in your basket. Before, it was a lucky dip kind of game- some fruits would give you codes for discounts to be used in the cafe, but we have now decided that only the Ella strawberry will offer the prizes.
This is a simple idea for Twitter which I have seen many a time, and I know how popular and effective it can be. Ella's Kitchen already have many followers and mothers are always tweeting them telling them how much they love the food and so I think this re-tweet idea would work very well. The comment to be re-tweeted is "Ella's Cafe is the best kid's cafe for food and fun". The 100th person to re-tweet this wins a free family lunch and cafe treats.
Out of my two designs, this logo is my favourite- I love the cupcake!
I have edited the text again on here to make it simpler, yet offering more information about the competition. Through discussions, Kirsty and I decided to make it a smoothie competition, as this is one of Ella's iconic products. We have gone back to making it viral by getting the children to upload a video of themselves making their fruity creation, one of my earlier ideas.
I thought this newspaper article was going to be the death of me! Trying to find a decent image of a newspaper in good quality, with a big enough space to place the article wasn't as easy as it should have been. However after a few attempts I got there in the end. I'm hoping I got the article's tone of voice right and it sounds more press like.
This is the copy I wrote over Easter for a print ad, it seemed like such a shame to waste so I suggested it went here as it fits quite nicely.
Gideon is really pleased with the execution of this one, as am I, I had to create each quilted square separately which took absolutely ages!
The free magnet idea is something I only came up with today. We felt the packaging needed something more to get the kids interested and for their parents to buy them in the first place. I thought back to how I was when I was younger, if there was a free toy in my cereal or any other food I would beg my Mum to buy it for me, as you'd see other children with them and you would want to "follow the crowd". Young children collect anything from stickers, tiny rubber toys or cards and I felt magnets were quite sweet. There is Ella and all her friends to collect so I think this strategy would help nicely with sales.
Above is the QR code for the product sourcing. I have only made a page for the banana just so it gives everyone an idea of how it works. I've chosen fair trade as it's a good cause and something Ella's Kitchen would already do.
This is the paper bag design that the Lunch Pack 'n' Mix products would be placed within.
From looking over all of the work produced I feel I have accomplished a lot. I feel in the group I have been a good idea generator and the sole copywriter. I am impressed with how my design skills have come along as it is all self taught from when I started in the first year here at UCA. It does make me think that maybe this is something I should persue and although I do have a strategic mind, maybe I am a better creative.
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