Quaker's Big Creamy Oats

This is my most recent work, it is my response to the D&AD student live brief for Quaker Oats. The parameters of this brief was to create a successful brand and packaging for a new product from Quaker Oats, the product being similar to muller rice but using oats. The brand characteristics and target demographic were very important and were given a lot of description in the brief; there was a major emphasis placed upon the idea of a quick, healthy and tasty snack aimed at women aged 25 - 35 who have to eat on the go. This project falls under the packaging design expertise but the entire project encapsulated everything from name generation, branding and finally packaging design. My response was to create a contemporary piece of branding that I think would stand out on a supermarket shelf. I really wanted to create a packaging brand that broke the traditions of this genre of product, like for example finding a way of implying flavour and ingredients without using the usual fruit imagery. I accomplished this using colour to do the same job coupled with using hand drawn elements to communicate an organic feel. I liked the idea of having a quirky element so I used the name 'Big Creamy Oats' with the strap line 'One Little Pot!' this also fulfills the implication that this little pot of creamy oats is also a filling snack. However i could not decide which version of my final designs i preferred; the cream or black background. I therefore submitted both and if my work goes any further in the competition this decision could be made by popular decision.