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    Crunch time is the design response to a university branding paper at Massey University. The brief tasked us with analysing the market surrounding… Read More
    Crunch time is the design response to a university branding paper at Massey University. The brief tasked us with analysing the market surrounding the existing Ernest Adam brand and offering a rebranding of their visual identity to increase their sales against their competitors like Farmbake. This project required a redesign of the packaging for 3 flavours, a dossier report of the proposed design including a reverse brief and a slideshow of the big idea it follows and promotion the brand could use to balance the tensions experienced in the brand essence. Read Less
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Crunch time is a redesign proposal for Ernest Adam Brand in a group project for paper 222.215 at Massey university. Our brief asked us as clients of Goodman Fielders to analyse and research macro trends that the proposed redesigns packaging and flavours would appeal to. The new brand must work to challenge their main competitior Farmbake, stealing from their market shares. Crunch time responds to macro trends as a representation of the everyday with snackibility, appealing to a fast based urban audience by incoporating elements of the country. Crunch time comes in a range of 6 new flavours in its redesign, with flavours honey and dark chocolate, white chocolate and lemon, shortbread lemon and thyme, salted carmel and milk chocolate, dark chocolate and raspberry and vanilla toffee. Our final submission was comprimised of 3 final flavour designs, a completed version of final package for demonstration, a reverse dossier justifying our redesign suitability to Goodman Fielders and a 4 slide presentation where we presented to the class our big idea, flavours and promotion.
Our idea for extending the promotion of the brand was to create a website for the brand to be reached through with a strategy of the brand continuing the value of Ernest Adams by supporting local events happening within communities to establish connections with its audience and continue to adapt and represent its presence as a everyday brand.