I decided to pick the Morrison’s brief for Process Of Communication, as it’s the one that appealed to me the most. The brief wanted me to come up with a new in store shopping experience so in order to come up with a unique idea I thought about what people dislike the most in supermarkets, one of the main points I discovered was that people tend to be too busy in their normal lives to go shopping and tend to hate food shopping just for the fact its too busy, it takes too long and by the end of it they end up buying irrelevant things they cant even make a meal with. With this in mind Jess and me come up with the idea to have meal boxes full of ingredients to make the perfect meal for tea.
After coming up with a good concept we decided to call it Morrison’s Meal Box. We decided to call it this as it’s very catchy, memberable and sums up the product in one. We then researched Morrisons store layout and how we can use our idea within the Morrisons layout. I noticed that it was spilt up into sections, Butchers, Fishmongers, Deli, Fresh to go, Oven fresh, greengrocers, the flower shop, the cake shop and bakery. Taking the main sections (butchers, Deli, Greengrocers, Oven fresh and fishmongers) we come up with the idea of having 2 meal boxes and 1 cooking station on each section in the store. This way it’s suitable for everyone whether you’re looking for a easy deli recipe, or a meat related recipe you will find something you like.
Altogether throughout the week we’ll have 10 meal boxes, so people can easily have a meal box each day so in theory buy 7 boxes, and have their meals set for the week. Since Jess does motion she decided to do a motion app and I done all of the communication items.
Since the brief says to design a new in store experience I designed everything with this in mind with a reason behind it. For example we decided to do different coloured logos for each of the sections so its eye catching to a new audience and easy to navigate and understand. The idea is that people will see a red meal box and recognize that it’s for the Butchers section and is a meat related recipe.
When designing the meal boxes I wanted something that was simplistic, with not too much information but not too misleading. I designed them small so they don’t take up too much room in your trolley, making the shopping experience a lot easier and simple. This also gives the customer more time to do other things as when I done my research I discovered that people tend to see food shopping as a chore and hopefully the new meal boxes will make people enjoy food shopping as its nice and simple and is all done for you.
The idea behind the different cooking stations is to let people have a first hand experience whilst shopping, letting you taste before you buy, engage with the chefs, and join in with the cooking. This will excite people when they go shopping as the first thing they’ll do is check out what the meal boxes are this week and try and get a taste of one of the meals been cooked.
The billboards were made to inform you of the meal boxes, get straight to the point and make a younger audience try out new meals that are healthy for you in an easy way.
The posters were designed to be simple and make you think about the meaning behind them for example the empty plate makes you think of how tasty the meals must be, it also advertises the fact you can now be lazy when it comes to shopping as all the ingredients are there in a box for you.
When designing the flyer I wanted to show the cooking stations and just how different Morrison’s is to other supermarkets as they show you the food been cooked and let you try new recipes.
The idea behind the mini boxes is for people to test the meals in them, making you excited to go in Morrison’s for the free food. I also made them to give out at train stations etc., either with free food in them or a recipe card, showing you the recipe in which you will then want to go to Morrison’s and get a new meal box.
I also made a game where people are able to win vouchers for a meal box. The game tells you what you should have for your tea by pressing a button, a bit like a fruit machine style. You can then print off a voucher regarding to the meal that was picked. For example the game could stop on Pork Goulash, in which you can print a voucher off for £5 off the meal box etc. I think this is a good idea as the game can be used within store on an interactive poster, at a bus stop that you can play when waiting for a bus and on their website where your then able to print the voucher off on the computer. I think this is a fun way to get people to buy a meal box as well as visit Morrison’s as kids and adults are able to play the game whilst shopping, winning vouchers each time.
Overall I’m pleased with how the boxes look and the promotional material I made. I think the idea could work well within Morrison’s as I think people would like to buy the meal boxes as they’re nice and easy, you have plenty of choice, you can also learn to cook, get free tasters and socialize at the same time!
Recipe Card Developments
Here are the developments I done for the recipe cards that go inside the mini advertising boxes. At first I was going to do a long strip with details of the recipe and information about the app, however after designing a few more I think the best way to make them is to have them folded, so you can easily stand them up and take them in and out of the box. The little image on one side also works well as it represents the recipe on the card.
Above are the final recipe cards, each one showing a different dish with a colour scheme from its section. I think these will work well as they’re nice and bright, straight to the point and puts the focus on the image and the recipe, so in theory you’ll read the card, look at how nice the image looks and go out and buy the meal box.
Morrisons Meal Box Website Advert
Since a lot of people use the internet now a days, I think doing a website advert was an important step within the design process. This will not only attract people who don’t go in the store often it will make people read about the meal boxes and want to go in the store to test and try different meals each day.
I also shown how the game would look on the website. I think it works well as it fits with the Morrisons colours as well as the website theme, I think if I was to see the game on the website I would definitely play it.
In store box examples
In order to make the meal box idea a lot more realistic I done some mock ups of the boxes in the store in photoshop. Without having a physical box to photograph it was hard to incopriate the boxes into the store. The idea is that the boxes will either be displayed on shelves within the section or be behind the counters. They will also be displayed in front of the cooking stations that I previously talked about. I think having the boxes with the cooking stations on the different sections will make people explore more of the store and make them buy more.
A-Board for outside the store
When you go in a supermarket the first thing you tend to notice is the a-board outside the store with the latest offers on. Instead of being generic and advertising the meal boxes I wanted to get peoples attention through free food. I think this will be the main element that will attract people to the cooking stations. I tried to ask the customer a rhetorical question, in which I think most people will answer yes to. This a-board design is made so people will then go around the store looking for the different cooking stations on the different sections.
Information Leaflet for Cooking stations & Meal Boxes
In order for people to have a better understanding of the meal boxes and how they work I come up with a quick FAQ leaflet that would be in store on each of the sections to let people know more information about the meal boxes. I think this is needed as sometimes with new things people shy away from them as they’re unsure of what they are, and how they work. I think this would be a useful feature within the meal boxes as I think people will have many questions about them.
The above example if for the fishmongers section. In theory there would be a different coloured scheme leaflet for each of the sections to fit in with the continuing theme.
Final Floor Stickers
After doing some research regarding floor stickers I done some designs in illustrator, using the theme of the colours and the different sections I come up with a selection, each one asking your a question and making you walk in the direction of the meal boxes and cooking stations.
I also made a warning sign sticker in order to catch your attention, add a bit of humour and make you want a meal box. The use of the yellow and black colours work well as they catch your eye and make you look at the floor.
I think these stickers would work well within the store as they’re unique for each section and the warning one definitely sums up the purpose of the morrisons meal box.
Floor Stickers Research
In order to gain inspiration for my floor stickers I looked at some existing ones to see what works well and what doesn’t. I think the thing with floor stickers is that you’ve got to make them eye catching so people actually take notice and read them. The most unique ideas work best such as a crack in the floor or spilt products as it actually makes people think there is something there.
Final Meal Boxes explanation
After previously speaking to Jo about the meal boxes she mentioned that they look a bit too basic and need changing slightly. In order to make them more eye catching I done some little illustrations for the front of the meal boxes, portraying an element of whats inside them. Here are the basic changes -
Back Of Box
Overall Im pleased with how the boxes look and happy that I made the changes. I done this for all of the boxes in which I shall upload images of.