I think this brief will be a challenge as to what ways in which my group will be able to revive a box of chocolates when there are so many already on the shop shelves... let the work commence! The first deadline is the 7th November for all the rough DRAWN ideas to be completed and market/product/design research is to be finished, I think then a good beginning point would be to look up the history of Cadburys and explore the financial figures then and what impact the milk tray had on the popularity of the company. 
The way to research into chocloate is going to be very extensive I think we should investigate into whether people are health conscious of the food products they are purchasing especially witha deluxe food product ie chocolate that many concerns over kcal content, fat and sugar content arise so in order to engage a wider audience maybe a "healthy" low in fat chocolate that is a large size would be desirable. A point of research reference would be to look at the original website: Heres the URL: http://www.cadbury.co.uk/CADBURYANDCHOCOLATE/HISTORYOFCHOCOLAT/Pages/thehistoryofchocolate.aspx
The image above shows how cadburys in the 20th and 21st century has engaged with other areas of the world "Switzerland: Nestle and Lindt" also "America: Hershey and Mars."In summary, Cadburys was expanding successfully.
Perhaps a bit clearer to see, this is about Cadburys most recent promotion of its products...The London 2012 Olympic games which places our project very much so in the here and now. The clever planning on which chocolate can now becme associated with healthy lifestyles and good nutrition hence its support and selected product "spots and stripes" bars are conjoined with the olympic events.
I think it would be a good idea if when the group begin the preproduction of rebranding Milk Tray, we would be able to mathc a sporting event to the development, design and overall promotion of Milk Tray...
The Cadburys website places a nutritional information database for all its roducts which is ideal for keeping a tab/dissecting the nutironal quality of its chocolate..the Milk Tray's nutritional information is as follows.
within that link, it gives a definition of the term calories and the energy consumption that averages between children and adults within certain age ranges. All designed to increase the consumers awareness of daily intake.
I wanted to find out what consumer reviews may have been in order to get a fairly reliable overview of this product. I went onto the site " chocolate review" whereby consumers who had tried and tested the product would be able to accout on their experiences in a positive or negative way. The images below are my findings. WARNING: They are not in anyway in praise of Cadburys.
A basic diagram of the products structure. 
Flavours quoted ...note the second word is always sensuous, comforting and therefore encouraging to be eaten!
mayaswell attempt to prolong the painful and humiliating press the product received in its review..
The diction of the review is savage. It is insulting and brands the Milk Tray to be a totally unsatisfactory food product that was meant to be a luxurious chocolate selection box. a treat and a joyous item. Here is a bigger extract that identifies the products flawsin its attention to detail ,"I was given a large two tray box of Cadbury Milk Tray as a gift, and I have to say I was very disappointed with the selection. There were only 10 "different" chocolates in the whole box. I use the word "different" loosely because they all tasted very much the same and were incredibly bland. There were really only 6 types of chocolate; nut, caramel, fudge, strawberry, orange and Turkish delight. The orange didn't even taste of orange. I would never have known if it hadn't been the shape of an orange."
Of course it is noticeable that the opinion of the reviews are ignorant with regards to the careful alchemy that chocolate production actually undergoes:
Via the social network "Facebook", we wanted to gather a quantative amount of data from our generation, so by creating a poll that asked "What is your favourite type of chocolate?" we were retrieving that information on people's favourite sort of chocolate. The options we gave in the voting poll were:
Milk Chocolate
White Chocolate
Dark Chocolate
Caramel Chocolate
Truffle/filled(strawberry,mint etc)
Whole nut/Fruit chocolcate
This poll is still active as we had invited all our friends who we were friends with on the site and they are still making their decisions, the leading flavour however is the milk chocolate variety. This may be because it is the most common/ popular brand on the shop shelves and doesn't carry a sharp taste that for instance dark chocolate would embody.
The way in which a product is designed and customised is the main catalyst for its selling and therefore reputation within its category. The group will be designing the choclate box structure using the hstorical influences and engineering that has developed the Milk Tray design used today.
28/Oct/2011
Oh boy, its been a while since I was on this last... right to touch base with my progress in creating rough visuals in time for the deadline th novtenember, I feel that I will go with the concept of a poster design OR an animatic in projecting the newly furbished Milk Tray.
Poster
Personally,posters always capture my attention so I would be engaging into a rebranding method of which I personally interact wth and have an appreciation towards.
The poster idea has come about by the eye catching design that as soon as you walk past or see out of the corner of your eye the fashion the image or text has been arranged conveys the desired message via the way of commuicating the product or other subject on the poster.
The colour scheme for the poster will be conforming to the identity of Cadburys.. Purple and white however the designs I will construct will be annotated with the colours I choose to include. The purpose of the poster will be to identify the deluxe quality of the chocolates ... as a prime example i annotated the charateuristics of a chocolate poster which can be seen below
I chose to evaluate this poster due to the way its simplistic and neutral colour scheme matches the colours of the chocolate. A combination of that and the clear message underneath signifies the aim of the poster that it evokes a love/hate relationship that the milk chocolate melting represents.
I can now gather that if in the poster an object is not in its full form ie (melting) then that can represent subconsciously the disintegration of an emotion or that the subject is simply responding to the external atmophers the background may provoke eg fire.
drawing from this concept of simplicity I now research om posters Cadburys themselves created as a way of promoting their products.
This was one of the earliest advertisments for the chocolate, it is clear they are trying to promote the dietary benefits "wholesome" epitomises the good quality of the product. it is compulsory that on the poster the companies name should be placed on the poster to signify the producer. A way of praising the company too for making a thoughtful sweet.
The concept of having the logo at the bottom of the poster in an alternate font is an idea I will follow as I feel this concept is successful in the entire poster being viewed "top to bottom."
This was a propaganda poster used in WW2 as a way of enhancing the benefits of the chocolate as fuel to victory. There is powerful imagery used.. the lion is a strong animal so represents power and the "to victory" forwards to the audience a positive war cry that the poster has been engineered to project.
It is clear just how the digital media has evolved as this poster in comparison to the previous two is more vibrant with its colour scheme and the font has been arranged to be almost liquidised to represent the smooth sounding adjectives present in the advertisement. It also appears to be a fun, innocent and lighthearted poster due to the diction used and the simple concept of the white colour representing the milk splashing from the used to make the product so in fact the poster is forwarding the ingredients used via the tool of imagery.
Using the idea of including the ingredients that combine to make the food product such as a milk splash I think will be a successful idea because it will give the viewer of the poster an insight into the products contents but will make it appeal to them via the presentation of that element.
Other food products that have used this theory identify the flavours of the products for an example
The shavings of orange peel have been used for the scripture on the prodcut as there is orange jelly in the Jaffa Cakes this is an effective symbol for the main flavour of the Jaffa Cakes.
I will use this motif in designing some visual roughs for the poster as can be seen below.
The usage of enhancing a products appeal can be seen with the products I selected below, the font of the writing is imitations of the flavour, colour and texture of the food product within the packaging.
So far I have only been looking at the styles of design that integrate to prodcue/ promote the food products. However I was also thinking about coming up with an icon that would detatch the Milk Tray from the contemporarychocolate market.
By creating an icon this will make Milk Tray I believe more individual. Yes it is part of the Cadburys Company range but I feel that the design of the product as it stands isn't ellaborate and is lacking excitement and sensual appeal. I think a milk splash would be an effective and graphic icon that will be the catalyst for my design ideas to stem from.
This was the visual association I believe has being made between the contemporary "box of chocolates and a bottle of wine" combination which many consumers will still only associate chococolate with.
After conducting some market research into the selling prices of Cadbury's Milk Tray, I found that the price range increased due to the larger sized product the buyer would purchase.
This website led to..
my first digital rough of a motivational poster for Milk Tray
The colour scheme is alligned to the colour of the chocolate box in a stronger shade of purple to attract attention to view the poster.
The caption that I assigned to the poster is "Enjoy the finer things in life" which addresses the viewer and propels them to try the product but to enjoy it aswell as is to claim that lifes treasures is a box of Milk Tray.. which leads me onto exploring the concept of the chocolates being in a treasure chest..
This I do not think is a very successful design as the font is too complex and will not capture the viewer's attention as quick as the previous design. However I do think the concept of a treasure chest is ideal in the way it connects with the caption of "Life's treasures" as if to propose chocolate is a treasured asset in life. The poster is constructed using the same colour scheme of milk chocolate, white andpurple to convey the themes Cadburys use.
I will now do a bit more exploring into the visual impact of type font and the suggestions they project through shape, colour,size and texture. Font is one of the complonents that will make the rebranding unique and hence successful. my initial insights into fonts are seen below:
Taking the fluid font type, I drew another poster idea
A point of research was this website url that directs you onto a site you are able to translate script into the font you require
This idea I think will become the background on the poster as it gives the sensation of a milk splash and therefore the sudden urgency of the viewers attention will be achieved via this varible in the construction of the poster.
Business marketing stragtegies:
This part of research looks at how Cadburys has extended its name and products to the consumer
http://www.directnews.co.uk/news/brand-marketing/cadbury-extends-successful-online-campaign-%241210068.htm the link illustrates a small news article stating that Cadburys is aiming to understand its consumer to a greater degree and to produce a larger turnover of chocolate products that will be more desirable to the consumer market.
A glance at Cadbury's Historical Success
This was a case study of the Creme Egg digital marketing campaign in 2008 Cadburys embarked on to promote the product: http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=11622&Title=Cadbury’s_Creme_Egg_digital_campaign
I took sum key notations that gave a range of facts and figures I thought would connect to how digital marketing is successful once the target market is established:
A breakthrough that pccured during t efirst CDME lecture we had on the 8/11/2011 and through discussing our groups prgress with Andy, he, from looking at our initial first steps suggested replicating the old font and design styles Cadburys used to first promote their products.
In the same way, Coca Cola has resorted to using older advertising techniques to promote the brands:
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| Here the idea of fun shapes and patterns exploding from the bottle parallels with my thoughts around using milk splashes toenhance the Milk Tray product and exciting concept. This piece of advertising is certainly drmaatic althought here is no tex used the imagery states the sudden rush of energy Coca Cola will provide its consumer. |
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| The colours in the poster replicate the message of tranquility and calmness the coke brings to the consumer. Therefore the colour scheme in my developments may not be so dramatic however the imagery used should dramtaise and entice the consumers to looking at the poster I will design. |
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| This advert is becoming more dimensional as the hand looks like it is coming out of the poster that makes it dramatic in appearance. I may take this idea and morph it into my own interpretation. Also, the artistry appears to be quite scratchy and this adds a rustic mood to the piece that appeals to me. |
Taking the concept of the historical designs of Cadburys chocolate :
in particular looking at the old style of font used to choreograph the products packaging, I feel that to broaden my investigations into poster designs, I will use an old and therefore more rustic and traditional drawing style to mimic the organic styles used in 1915 to take cadburys Milk Tray a step forward by going backwards in time.
Some drawings that have come form the design styles that Coca Cola research I had used earlier provoked
contextually the designs will reverberate from the old style fonts for the company logo and the slogan aswell. Or I may use a blend of old and new styles and combine them to present the fact that Cadburys Milk Tray has evolved from the "bitter" period and is brand new!
Developed concept. Number 1 (without colour)
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| I then proceed to annotate the layout of the first initial concept of the poster using simplified shapes and diagrams (the net of the design in other words.) (With colour) -->  Using a vague colouring method with pencils, it is clear to me what the colour scheme will entail and the way in which each component of the poster is illuminated by that colour will magnify the advertisement aims to appeal to the consumer market. |
Developed concept 2 (without colour)
An annotation of the above drawing is shown below
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More influencial design layouts for the development of my ideas and the designs below..   |
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| Add caption |
Im really pleased with the outcome of this design in particular because it has involved the custom Milk Tray signs but also has incorporated the old Cadburys style of scripture within the poster.
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This poster would contain the older colour scheme Cadburys used when it was first broadcasting the products so the colour scheme would involve, brown, copper, orange... to enhance the aged appearance of the company but in opposition, the brand new poster design of Milk Tray.   |
So in preparation for the deadline on Tuesday/22nd November, I feel that myself and my group members have reached a satisfactory turning point in which our groups cumulative research and ideas will propel us to a successful rebranding concept for Milk Tray.
Room for improvement:
I have been thinking about the sorts of concepts I can expand on : the original and conventional typeface of Cadburys logo but with a modern symbol of the milk glasses present on the majority of products.
To illustrate this point I have found some images
THE FINAL THREE
Concepts worked up into colour take 1:
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| The font chosen embodies a light and carefree approach that means 1) no weight will be put on whilst consuming the prodeucts so it is a carefree purchase and 2) the lettering mimics a childlike style of writing that expands on the "innocent" concept. |
Taking into consideration all the investigated elements of the cadbury colour scheme, the border is the classical purple tinge that is present on the prooducts we purchase today. But on the design it acts as a continuation from the centre components on the poster as a metaphor to enhance the ever lasting existance of Milk Tray and Cadburys as a whole (the border covers the entire perimeter of the poster.)
The slogan replicated the descriptions i found on the variety of chocolates in the Milk Tray selection, the diction used is lustful and I wanted to engrain this concept into the poster. "Innocently indulgent" uses alliteration to elongate the enjoyable sensation of eating the chocolates. It also supports "Drops of heaven" that signifies that enjoyable things in life needn't be large and by referring to the chocolates as drops evokes a feeling of delicacy and they are treasurable assets.
Halos over the milk glasses present an element of epitomal and heavenly qualities that go into the production of Milk Tray these simple symbols dictate this well I feel. The glasses of milk also demonstrate to the consumer the key ingredients that formulate the Milk Tray. Hence in the poster the brand name is the outcome of the spilling milk glasses.
I then stripped the whole design theory of this poster down to a few key points and diagrams to illustrate the process surrounding the production of the poster.
Built up concept in colour take 2:
Built up concept in colour take 3:
From having developed all the preliminery sketches to the final three concepts i believe that any ways of iproving them into the final prototype idea for the rebranding poster for Milk Tray, i would consider using more rustic drawing tools to give the poster a raw edge of tradtional perspective. For example, sandpaper could be used to make the surface of the paper appear used the colour scheme of milk chocolate I would be using to provide this concept to the pster would feed into the colour of chocolate aswell.
Howeve on reflection I feel that these final three ideas all stem off eachother with a clear navigational structure.
The Prorotype almost completed
The colour scheme consists so far as a variation of tonality revolving around the concept of using the colour of chocolate. This indicates to the consumer and audience that by the mixture of shades of brown on the poster there are a vaiety of flavours within the Milk Tray Product.
The size of the poster prototype is A3 if the image shown on the blog is unclear!
My powerpoint I will be using to support the preliminary sketches I have mounted onto purple (cadburys colour scheme) cards.
My pitch notes i will be articulating on and presenting within my pitch :
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