Brief Rationale

Brief Rationale for Brochure

For my topic I decided to highlight the different experiences while dining/eating in bakeries in Wellington. I used thin type and placed equal leading between the letters to create a more elegant and modern feel to the text and to suggest that the bakeries also contain those qualities. I placed my type in diagonal rag right alignment to guide the reader’s eye in a diagonal format, also because the images have hands coming from diagonals. There is use of white space to make the pages easier to read, from image to text. The type size is to connote an intimate feeling to each spread while the reader focuses on each cluster of text.

For the emotive, colour pallets were based on colours in the sites and their atmospheric feeling. Martha’s pantry had a feminine yet elegant atmosphere, Nada Bakery had a warmer, nostalgic atmosphere in terms of surroundings and objects and Mrs Higgins was urban and busy. Each spread contains a hand reaching for the food in different directions in an abstract and illustrated environment, suggesting of the handmade and direct qualities of the bakeries.

For the textures, I made white cut outs in spaces of the imagery, each a silhouette of imagery commonly found in each space through positive and negative space, a flower for Martha’s Pantry, a wheel for Nada Bakery representing the bike and buildings for Mrs Higgins in the city. The pattern used is taken from each site, as it is a part of their essence and character, iconic association.

Things to consider next time could be the colour differences when printing on different paper.  I also could have been more aware of the space the text occupies. 

Final Critique class session

Printing Brochure, One on Ones, Reflecting on 6 weeks

We had one on one critiques to help develop our finals to become stronger for printing. We discussed the brief rationale and what to put in it. It was a final reflection of what we had done for the last six weeks, it helped to reflect on what I should of done and could do for future projects to have a successful design.

Developing towards Final

Improving Designs

I Changed the images to have more white space around them and the text also has more space around each paragraph. I did this so that there was a lot more breathing room and so everything is easier to read when flowing between the image and text.

Class independent work

Working on brochure and layout- further refining layouts

Today we refined our brochures further in terms of layout and received feedback for our work so far. It helped to see what final touches we could put in to improve our designs. We also found out how to print through the pdf posted on stream. I then tested out printing the document and putting it together.

Brochure developing Layout of spreads

Developing Colour,Grid and Images

after the class critique I learned news things that I could apply to my own brochure. I added more colour to correspond to each spread to show differences in bakeries. I added the round labels to correspond to the maps I made which are in circles. I added more contrast to some of the images and darkened them slightly as when I printed them I noticed some were quite light.

Cover and Information Spread

Spread 1- Martha's Pantry

Spread 2- Nada Bakery

Spread 3- Mrs Higgins

Extra Spread

Back Cover

Flexible Grid Structure, Pace and Flow

Lecture, Class Discussion and Critique

We had a lecture discussing maps and different ways that we could design our maps for our brochures. It helped me to think about what I could do for my own and maybe rethink about what I have done so far and how I could change it. Then there was a Class Critique on the Mock up print outs we had. It helped to see what others had done and how well their brochures were made. We then got into groups where we discussed each others brochures and the qualities that were good and those that needed improvement to help develop our designs to a higher standard.

Brochure Layout

Layout using grid and Type Developments

I developed my original layouts for my Brochures further using the knowledge from the typography and grid exercises done in class in InDesign. I decided to use spaces between the letters make the brochure have a more modern and elegant feel, also the text is mostly in rag left apart from the extra information as rag right.

Typography, Grid and Brochure- Class Discussion

Brochure Layout Planning

Today we discussed the successful points of the type exercise we did in class yesterday. It helped a lot in terms of hierarchy, type layout and image text relationships. We discussed in groups the successful compositions we had made that we may have decided to apply to our own designs and the less successful ones that needed more work. There was then a presentation going over all the past presentations and a discussion on the types of information we could put on our back, front and spare spread of the brochure. All in preparation for the full printed version next week to test out the layouts and feeling of the brochure.

Typography- class session

Type Discussion and Experiments

We discussed the rules and ways of typography in class. There was a lecture that talked about good and bad typography and how it defines how hard or easy the text or document is able to be read. It helped to see the comparisons as it will help when designing my type for my brochure. We then had a go at independently designing layouts with different sized and bold fonts to create a successful layout on grids. There was also individual and class discussions on the designs we had done over the weekend. It was interesting to see how others created their layouts to see what worked and what didn't. I found out that my designs still needed quite a lot of work in terms of layout of type and visuals.

Grid- Independent

Designing the layout of my own brochure using indesign

I tried out different ways to layout the text on my Spreads and tried out  images with a background and images without.

spread 4 and 5

spread 3 and 4

spread 2 and 3

spread 2 and 3

spread 2

spread 4 and 5

spread 3

spread 4 and 5

spread 1 (cover) and 2

spread 6 and 7 (back cover)

Grid

Grid Analysis in Class

We discussed Grid and what makes grids successful in design compositions. For example it's effectiveness to make a cluttered and busy design suddenly very easily read and viewed. At the beginning of the class we were given 3 sheets of different grids and were asked to trace over them to see the underlying grid within our groups. It helped to see how designers layout a series of different text and contrast it to the imagery.We also analysed the brochures that were collected in terms of grid. Afterwards we were given a series of squared boxes in order to form our own grid in our designs to format our brochures.A brief explanation of Indesign was also mentioned to help with the layout of the homework for the next critique session.

Visual Language, Aesthetics and Style

Adjectives expressed through visual language

In class we discussed the relationship between Visual language, aesthetics and style within design. I helped to understand what goes into each design to convey a deeper meaning within imagery and all images have meaning contained within. We formed groups and discussed the visual imagery we did for homework and how we could improve on them.We also did a class group session where we were to find images that matched the imagery within the given books. It was helpful to brainstorm adjectives and to see what artists use in terms of type and technique which convey an adjective.

Researching and planning -Independent

Planning and Researching for Brochure

I started off by finding typefaces I felt represent the atmosphere of each bakery. For Martha's Pantry I wanted to portray elegance, for Nada Bakery I wanted to portray homemade and warm and for Mrs Higgins I wanted to portray it being sophisticated and urban yet a slight feeling of being homemade.

Typeface Research for each site

I researched different magazine/brochure layouts that I liked in terms of the imagery combined with the typography or just typography. I think it helped me have a clearer idea of what I wanted to achieve in terms of the composition/layout of my own design when drawing the thumbnails of my possible layout.

Magazine/brochure layout Research

Making A5 Mockups

Adding a background to strengthen layout and image relation

I added a background to collate the imagery and colours within the image together. I also added spots of colour, of the relevant colours I found in each site. I wanted to display the elegant atmosphere of Martha's Pantry, the Busy and contemporary nature of Mrs Higgins and the old fashioned, country side feel from Nada Bakery. I felt I made some progress but I feel I could use more design elements which would convey my adjectives more clearly.

Martha's Pantry-visual experiment

Mrs Higgins- Visual experiment

Nada Bakery-Visual experiment

Initial Trials- focusing on layout and minimal colour

Mrs Higgins Mock 1

Nada Bakery Mock 1

Martha's Panty Mock 1

Researching Artist Models

Stylistic Research/layout/Composition approaches

I researched some artist's work that I liked and thought about ways that I could incorporate the different styles within my own work. It also helped to see what types of compositions and layouts were used which made the designs successful. I gained better knowledge of what styles I think would suit my work best.

Class Discussion and independent work

Icon,Index,Symbol and Artist model research

We discussed the visual imagery we created for independent work and how they were related to icon,index and symbol. The imagery were meant to convey the activity in each of the sites at different levels. It was confusing at first but I gained some more insight by the end of the class. In class I managed to find some inspiring artist models that I liked style wise to influence the design of my project.

Icon,Index and Symbol

Class Discussions/Independent work

We learnt about Visual Cues in terms of icon,index and symbols.In class we were asked to combined researched imagery and form an image embodying icon, image and context. This helps to convey a more in depth meaning within the imagery and strengthen the images descriptions.I then created some compositions using the images I had drawn along with the colours that i felt represented the site along with patterns I had discovered from within the sites.

Researching Visual Material

Mrs Higgins Cookies

I researched into the environment and atmosphere Mrs Higgins Cookies had and discovered that it has a busy feel to it as there are many people passing the bakery. The food is very easy to eat on the go so many people who pass by can grab a baked item and go. The smell of the baked items is often also enough to lure customers to the bakery situated in City.I noticed the colours are quite bold and there are mostly crosses or checked patterns with a lot of browns, reds. I think this promotes its welcoming nature.

Researching Visual Material

Nada Bakery

I found some images of the bakery and took some of my own to gain a better understanding of the site. Inside the bakery I found that everything was neatly placed in a display case for customers to come and choose what they wanted. The outside has bread detail displaying the main and well baked good sold at the bakery. It has a welcoming, homely yet old fashioned vibe to the store with the outside containing a displayed bike with a basket filled with bread, the striped picnic baskets within the bakery containing baked goods and wooden shelving.

Researching Visual Material

Research Photos of Martha's Pantry

I researched and found images of the area and environment is like at Martha's Pantry. These images show the colours within the bakery and the types of furnishing that give the store character. Overall I discovered that the bakery had a very feminine vibe with it's floral arrangements and choice of colour, also it has a sophisticated high tea vibe to the area. 

Researching information about the sites

Body Text Copied for the Bakeries I'm Researching

I researched the bakeries that I have decided to do. I was interested in the background information of how they started out and became popular within the wellington region.

Mrs Higgins

Mrs Higgins bakes soft, chewy, American style cookies loaded with flavour! For starters, all our cookies are made with real butter, then we ‘turn the wooden spoon’ to the left and the right, toss in chunky bits, fruity bits, nutty bits and ‘secret bits’, and then turn the wooden spoon some more.

Mrs Higgins Cookies are filled with only the finest ingredients and are baked in store with love and attention.

Rediscover Cookies like Grandma used to Bake – that ‘to die for’ aroma as the cookies are baking, and those memorable yummy, gourmet, delectable taste delights of home.

Our Cookies are indulgent, sumptuous, addictive, magnificent all butter Cookies.

Mrs Higgins Oven Fresh Cookies has developed hugely since our early days and today Mrs Higgins has a Franchise Network throughout New Zealand and is involved in the wholesaling of cookie products also.

From the humble beginnings of just a few popular flavours, today our Gourmet Cookies are produced in over 20 delicious flavours.

Mrs Higgins Cookies are so popular that our target market is widespread and ranges from the very young to the elderly. School children and older students love Mrs Higgins Cookies and we find that once someone samples a Mrs Higgins Cookie, they become a customer for life.

Initially a specialist cookie retailer, Mrs Higgins has created additional high quality products. Such delights as specialty Chocolate Macadamia Nut Fudges, Chocolate Fudge Brownie, Shortbread, Slabs and Slices are now available. All products have been designed to complement our yummy Cookies while maintaining the homemade, fresh image we have strived hard to develop.

Mrs Higgins Oven Fresh Cookies are a very sought after product through both our Franchise Operators and a number of fresh food retail outlets also. We know you, or anyone you offer a Mrs Higgins Cookie to will enjoy them. We do!!

And remember ...

“Life is Short ... Eat the Cookie!” 

Nada

Nada has one of the widest ranges of top quality food with European influence. Nada also creates amazing celebration cakes.

Peter Gray founded Nada Cakes in 1975 in Haitaitai after saving his pennies and completing his apprenticeship at Monette Cakes in Porirua. Being a family business, Peter’s son Michael now leads the great team that make Nada New Zealand’s Greatest Bakery.

Today Nada bakes fresh a wide range of bread, cakes, pies, pastries and gluten-free products. Nada is also well recognized for creating special celebration cakes for birthdays, weddings, anniversaries and corporate celebrations.

History

At the age of 16 Peter Gray started on his baking career out in a small village bakery. He wanted to own his own business so he did just that; and that’s where the Nada story began.

Nada Cakes was established by its present owner Peter Gray, back in 1975. Peter had an ambition all of his life to be in business by the age of 21 and he achieved just that.

In 1975 after spending a year abroad creating the Nada dream, Peter returned to New Zealand to start what is today, Nada “New Zealand’s Greatest Bakery”.

Many worldwide trips visiting bakeries has given Nada its very special qualities. Bakers from all over the world visit us at Nada and we reciprocate. Nada Cakes has won New Zealand Baker of the Year three times and been runner up on many occasions.

“We are award winners every time”

Nada is truly a family business. We have a fantastic group of dedicated people. The thirty five strong team at Nada all help to take us where we are today. Peter’s immediate family also contribute to Nada Bakery ’s operation and success.

Over the last 39 years, we have created products from A to Z in the alphabet.

At Nada you will find we have the largest range of bakery products in New Zealand. Over 300 different products to choose from, all made on the premises.

Martha’s Pantry

There is no better way to describe Martha’s Pantry than to say that it is simply delightful. Martha’s Pantry is somewhat of an institution in Wellington, and when you step inside this gem of a café it is not hard to see why. Stepping into Martha’s is like stepping into your granny’s house. Tables are laid with embroidered tablecloths, dainty sugar jars and little vases of freshly picked flowers.

On the walls hang pretty paintings, and a selection of straw hats to choose from if you want to sit in the sunny courtyard, surrounded by pots of flowers and herbs.

Everything is served on old mismatched china, and tea and coffee come with dinky old school souvenir teaspoons. The teapots are always covered with cute little knitted tea cosies. Not only is the setting spectacular, but so too is the food. A big wooden serving bench and cabinet are adorned with cupcakes, sandwiches, homemade pizzas, delicate macarons, biscuits and slices that your granny would make. The highlight is certainly the High Tea – a variety of bite-sized treats served on beautiful three-tier cake stands. Bookings for High Tea are essential.

There is no detail missed at Martha’s Pantry – even the lovely girls who serve you wear pretty pinnies and red lipstick, just like you’d expect someone with the name Martha to, and often the lovely staff will hunt out a souvenir teaspoon that is pertinent to you. Martha’s Pantry is the perfect place for a girls’ day out; but that said, the boys are sure to love it too.

Collective research imagery relating to sites

Research Imagery

I found some images of the baked goods sold in the stores to gain a better understanding of what could be eaten at the set destinations. Also It helps to see what camera shots were used in the images to gain an understanding of what I could achieve.

Discussing recreational destination

Class Discussion

We discussed the activities and locations and the adjectives that could be used to describe each site. In groups we also discussed different adjectives that could be used. I gained a better understanding from the examples others shared which helped me to gain some insight into my own topic.

Group Brainstorming Session

Understand/Define/Ideate

We went into groups and brainstormed ideas relevant to the brief. We discussed possible locations/activities that could be experienced in Wellington.I then started thinking about what I was wanted to investigate as a site of my own over the next 6 weeks. We started thinking about how to describe the site in terms of adjectives, similarities and differences that are unique to the locations/activities. I then went on to brainstorm possible locations and activities that I could do using the matrix table through more in depth independent study.