Final Chosen font

This is my final chosen font. I chose it because the script font gave it a personal and friendly feel. It is also a very readable script font as some script fonts are awful to read. I think it works well with my sans serif type which i made out of fruit aswell. I am happy with my choice.

Finding a font..

Here i looked at a few fonts which could work for the camapign. I have chosen script and sans serif fonts because i thought the script fonts would make my campaign look a bit more personal as it has a handwritten element to it and also the sans serif to give it a contemporary look.

Direction

As the test i did with adding the bodyshop products to my campaign failed i decided i needed to find a new way to make this work. After surfing around on the internet, i came across a bit of information which would work with my campaign really well. From this research i realised all i need was a little strapline to put the campaign together. I don't know why i have been stressing all this time.

Below is my chosen layout of the typography. I thought this layout worked the best as it looked fun, cheeky and it had expression to my previous tests. I also have tried adding the bit of information at the bottom to support my strapline. However this was something i put together to see how it would look. I need to play around with the layout now just to get the best out of my campaign.

Playing with type

As the blur tool failed, i decided to use the letters and arrange them in a way which gave them a bit of emphasis. I did this by mixing upper and lower case letter and also by extending words. For example instead of writing baby, i wrote baaby! by doing this i have achieved something which is cheeky with the way people will read it.

Using the Blurr Tool

I thought the blur tool was effective for distorting the type. However,i feel this tool makes the type look less readable. I don't think this is going to work for me and i think it spoils the original image.

Drop Shadow

I decided to add a drop shadow as Lorenzo suggested as i thought this was a nice way to lift the type off the page.

Lorenzo's feedback

After showing Lorenzo the tests of my campaign after speaking to Joe he advised me on a couple of things.

>He said the poster with the product cut up used an an exclamation mark is a no go area. He said companys DO NOT like it when you tamper with their products as they want their customers to see the products like they would see them in store when you buy them.

>The image was too flat and it needed to be lifted off the page. He advised me to use the noice tool to give it a shadow like below and also to distort it a bit to make it a bit more interesting.



> He also said to me that the type was written in one tone of voice which is boring. He asked me to say it to myself a few times to see how i would express the words when i speak it and then apply it to the type.

Testing

I took Joes advice and i tried reducing the logo, and the type size and adding a row of products at the bottom, but something still doesnt seem right.


Then i tried to add the product as an exclamation mark after my fruit strapline.


Another test, i tried to add the products to create a line underneath my strapline

Feedback and advice from Joe

I was a bit confused to how i could make my campaign look a bit more for the body shop rather than make it look like it was relating to food. The only thing on my poster campaign which related to the body shop was their logo. I sketched through a few ideas to how i could make my campaign work.

Firstly i thought about making products talk with my strapline in a speech bubble..however this maybe bad idea as i would loose the detail in the photographic type.


Secondly, i thought about quiet an illustrative approach where the type would be streaming out of the product.


And thirdly i thought about applying the type onto a body as i thought this would relate to the products of the body shop being beauty. I thought about this as in crit people said the products of body shop are to be applied to the body, not to be eaten!


I still wasn't sure how this campaign would work so i decided to speak to Joe about it. His advice was..

1. Look at the products which relate to fruit and body shop products.
2. Maybe adding a strapline, for example 'we use 1500 oranges to create the body cream' or something like that to make a connection between my quirky strapline and the products the body shop sells.
3. Finally, he said the image was strong and impactful and he would love to see it on a larger scale. He said my idea would be a waste if i didnt use it and he said the only thing im missing is that link for the bodyshop products and my strapline.

Below are a few ideas Joe gave me on how i could deal with my problem:

1. Take a bodyshop product and apply it as a exclamation mark at the end of my quirky strapline as this would make a relation between what product the strapline is aimed at.


2. Blow the strapline up and add small thumbnails of the product/products at the bottom to make a connection and also reduce the size of the logo.


3. Or, have a large image of the product with a strapline at the bottom.

Design development

After doing this test i felt my posters looked visually appealing and interesting as the fruit had been cut up into pieces, it gave it some kind of domino effect. However the poster still looks very 'foody' and has no relation to the body shop apart from the logo. Maybe applying this onto some kinds of 'body product' related scene, it may work better? We'l just have to wait and see..

Fruit Shoot 2

Then i tried cutting the fruit up to create a lower and upper case typeface.

Fruit Shoot 1

I shot the type in whole fruit first..

Choosing a suitable font

I tested upper case, lower case, a mix of both, Bold, Condensed, and scrip-style fonts. I felt the uppercase letters worked better than the lower case as it would give the impression that body shop is serious about their products. However, the lower case would work better in relation the the strapline i am using. I will try both to see which one works better.

Direction

This is the direction i want to take, to use the 'im all natural baby' strapline as i thought it was fun and cheeky and definately a unconventional brand campaign for the body campaign. I feel the cheekyness of the strapline will attract a younger audience and i feel the strapline also relates to the products as the products use 'all natural' substances in their products. I don't want this just to be aimed at a younger audience, i feel it may bring out the sense of humour in everyone who see's it, or at least make them smile.

Natural

Next, as i was working with the strapline with the word 'natural' in it, i thought i would brainstorm what things are natural which could drive the design. Here were a few of my thoughts..

Brainstorm

From my initial brainstorm i thought about what it is a need to consider when i take on this brief. And from my first and quick initial ideas i thought the " i'm all natural baby " strapline would work quiet well in relation to what the brief is asking for. I worked through a few quick ideas of how the strapline could be used within a design.