M O D U L E E V A L U A T I O N

VIKI LESTER AND ANNABELLE CORDING

With our brand Shredded Wheat, our main focus was to retain cohesion across our whole body of work. From
the brand logo to the promotional flm we wanted to visualise something refreshing and exciting as an extension
to the brand but more importantly keeping within the original recognised styles of the shredded wheat identity.
We took the initial major values and analysed a basic visual guideline for Shredded Wheat and applied those in
different strengths to our new product logo, information design and promotional material. Within our brand
presentation for our product Native Teepees we aimed to produce a professional package visualising the new
product/idea, the new guidelines,the logo, product information and also how that information etc would ft into
different viewing situations. So a website and other device viewing too. We were happy we delivered a strong, well
organised and professional proposal for our brand extension covering all aspects needed for a new product. We
do feel on refection of our products that we could perhaps develop the visuals further. I think we initially chose
a product for our brand extension because we felt it was an interesting but realistic transition from the Shredded
Wheat values, however when we came to visualise the actual teepee we realised it was more of a specialised
product to recreate. In order to make our Native teepee experience branded to Shredded Wheat only, we designed
a couple of products that could be used within this experience that shredded wheat were able to provide such as
the teepee experience breakfast bowl. Although we struggled with the visualisation initially we think we did well
to extend that beyond the main idea and tried to brand what we wanted to be a collection of products as a whole
experience for our customers to buy into. For improvement of our presentation we would have worked on more
products for the camping range and the technical 3D visualisation of these also.
For the promotional flm/animation, the story of our pinpoint logo foreshadowed the idea of heritage and the
beautiful expanse of english countryside locations for our teepee experience, in order to revive the excitement
of the british holiday. We quickly decided it would take the focus for our animation in order to demonstrate
our keeping within the original shredded wheat brand. We were able to use various shadowing,3D and camera
panning techniques over shots of the british countryside to give the illusion of the brand arrival and also hi-
lighting the location possibilities for our products or experience to be enjoyed. We think the flm worked well in
terms of keeping within our guideline style ,we were able to use a range of animatic techniques and using the
reference to the logo which acted as a good teaser to our actual products.Our choice of music to complement the
flm was inspired by the shredded wheat ad about Henry Perky to continue a similar, light hearted, family friendly
and active mood we wanted to compliment the natural outdoor theme in the original and in our flm.
For our typography A7 information piece we chose to produce instructions for something neither of us knew how
to do properly so we could both visualise the same instruction without any initial impressions of the process before
we found out how it should be done. We wanted to use a slightly different approach in terms of the shape of the
information piece to see how we could manipulate the typography within different page shapes and using that as
a representation of the content also. We were happy with the placement of the typography and representation of
the instruction content. We wanted to keep the design simple and make the focus obviously on the typography so
every decision we made was intended to enhance it. We agreed for improvements on the piece, the fanning out
of the pages into the circular shape should be pinned with a smaller split pin or something that would be more
sturdy for it to be opened out more easily. Also we opted to use a textured paper to print onto which created a few
printing marks because of that so we would like to reprint on a better printer. Lastly the handmade watercolour
background we used for the typography, in some places is a lot lighter and therefore in places on print isnt as
clear as it could be. We originally wanted the tie-die effect for the text but werent aware how much it would
compromise the clarity.We would alter the positioning of the background so that the typography is clear to read.
Overall were proud of the brand weve created and visualised in response to Shredded Wheat. We feel it has
enough diversity to be a different principal from breakfast cereal but is kept within the recognisability of the
original branding of Shredded Wheat. We were pleased how we were able to adapt the brand across a variety of
technical outcomes demonstrating various technical skills. We obviously werent able to visualise the actual teepee
but we feel the products we developed to go alongside the teepee was a positive development for our overall brand
as a camping experience and not just the teepee.We were happy with the simplicity of the typography brief and
the representation but would like to improve the execution of the actual print.