BOOKLETS

Research of booklets to help design my information booklet for Green and Black's, to be handed out at the event about G&B's and the event.

Booklet on Networking, the design is dissimilar to the type of design we will produce for Green and Black's, but what I'm interested in is the format of the booklet and and the layout.

Type Factory

I really like this booklet, the choice and manipulation of type. This exploration of type change isn't exactly what I would want to produce for our project, but it does create a certain freshness and perhaps does communicate to a younger audience.

Below where we start to see the body text in relation to the headings, I think the layout is very appropriate and looks sophisticated. I will experiment myself with a lot of variations of layout.

Population 0

Another, which is quite dark and high impacting. The type is really nice, but not appropriate. The choice in format however I think is very effective, bit different and still clean cut. 

Positive and negative use of space is striking and looks of high quality.

WORD OF MOUTH

Through analysing what Green & Black's wanted as part of their marketing campaign it was stated that they wanted an infectious promotional campaign to capture the new target audience with a fresh new brand identity. 

Here is some research I found on what is known as WoM, a new marketing strategy. I found this on The Chartered Institute of Marketing newsletter online, dated 2007. Since this date it has probably changed and advanced but nevertheless still interesting due to the fact of G&B's specfically requesting a word of mouth scheme. 

 

As it states in the newsletter, there are unpaid volunteers out there to, known as agents, to be sent products to be tested and encouraged to tell their family's and friends their opinion of the product as promotion. 

According to the newsletter only 14% of regular campaigns have any effect on consumers. 

Research on-

- 'Agents'

- WoM

- Viral campaigns

G&B's MARKETING

Green & Black’s has been a fusion of ethical and premium with organic being “part of the brand’s DNA; indeed every bar sold since Green & Black’s started in 1991 has always been organic.”

G&B's have always since they've started tried to market themselves as best possible, maintaining there stance of being the best premium chocolate. And have always seen themselves  as a small company, even when sales and growth have said otherwise, this is important I think when it comes to designing for them, we need to remember that they do not like seeing themselves like other companies. 

It will definitely take a role in how we look at designing for them.

GREEN AND BLACK'S PACKAGING

Interested in packaging and how Green and Blacks have considered it so far. This is G&B's statement on their packaging. It delivers a responsible and understanding nature, telling us of their choice, the balance that has been made to protect the chocolate, only as much as it needs, packaging it in a stylish way to suit the brand and minimising harm to the environment.

These are all the packaging details on the website for each individual product that has different packaging. It gives full details of what they have, why this is and what they ideally would like.

Chocolate Bars

The Gift Sets

Cooking Chocolate

Cocoa Powder

Hot Chocolate

Ice Cream

Brick Ice Cream

The Buscuits

THE PRODUCTS

Green & Black's was founded in 1991 by Craig Sams and his wife, Josephine Fairley, the magazine editor and widely-published journalist. The name was derived not from any founders' surnames, but from a wordplay — "Green" standing for the environmental concerns of the founders, and "Black" for the high cocoa solids chocolate they wished to provide. 

In 1994, the company began purchasing fairtrade cocoa from Maya farmers in Belize for the Maya Gold chocolate bar, and was awarded the 1994 Worldaware Business Award for good business practice, as well as the UK's first Fairtrade mark.
Green and Blacks produce a range of products, and want it to be known it is not just chocolate bars, they in fact have a wide range of products.

There range of products include:


Chocolate bars

Gift sets

Home use

Ice creams

Biscuits

Easter

And also a Recipe Book