Uncategorized

Week 4: Cereal Challenge

What an exciting week for Lekkar!

Three important things happened this week: we completed our packaging, shot our video and lifestyle photos, and perfected the Lekkar recipe.

Under Erik’s tutelage, Megan added crisp granola to the Lekkar recipe. Now, using only a touch of marshmallow to bind all the ingredients together we have perfect clusters of almond, stroopwafel, and chocolate goodness.

Megan and I finished the packaging. It looks beautiful. Heavy gold paper as the base, and a delicate cream topper with the Lekkar logo. The finishing touch is a simply black ribbon tied around in a bow. We even added a seal, a small sticker closing the front panel with the tagline “Imported from Holland”.

The shoot went by perfectly. Tristan selected the perfect model. A young, very attractive woman who had a luxe feel.

Tristan was able to get great footage. Many lifestyle shots to be used for our environmental ads. And lots of video footage that he’ll whip into a great video.

Erik told us that if we’re going to take this brand, we must take it all the way. In that vein, we have added a new product, port liquor, to sell under the Lekkar brand. The perfect pairing. We wish to remain true to our brand promise and deliver nothing but luxury items.

We also decided to make our focus-group day into a full scale pop-up shop. We wish to sell a lifestyle, the ultimate luxury. We are already scheming to make a fantastical display. Lots of work left to do, but we are in it to win it.

Week 3: Cereal Challenge

This week has been all consuming in terms of Lekkar!

Together, Megan and I refined the logo, the tagline, the color palette (crisp white, jet black, and radiant gold), and incredibly the package design.

Tristan was able to complete our product shots.

Packaging! I now have new respect for those who make boxes! Megan and I had a specific vision for Lekkar’s packaging. We wanted it to be unique while sturdy for ease of use. We were dead set on printing on metallic gold paper. Several trips to the University of Washington paper store and some advice from Mark helped narrow our choices.

We ultimately decided to use the heavy metallic gold paper as the box’s base, and using a heavyweight cream paper as the top – a paper we could easily print our logo and information on.

Next plan of action: shoot the commercial and lifestyle photos for our brand. Fortunately Tristan has a great model lined up, and I have a great house to film in.

Blender Challenge

For our New media blender challenge our group was given a character, a prop, and a line of dialog. Our group got Rusty Lang (drunk park security guard), Sword, “Lets get out of here”

Rusty Sword from Catie Holderman on Vimeo.

Week 2: Cereal Challenge

This week we were given ample time to brainstorm for our luxury cereal. Tristan hails from Holland so our cereal will be an import, with distinct European flavors. Tristan brought us to an international grocery store in which we gathered the essential ingredients: stroopwafel, dark chocolate with marzipan, and almonds. Marshmallows and Corn Flakes were easy enough to get from the regular grocer.

Lekkar is derived from the Dutch word “lekker”, meaning it tastes good. We decided to change the “e” to an “a” so that American audiences would have an easier time with its correct pronunciation “LEK-KA”. Megan and I found the perfect fonts to use, Rosemary for our headings and Avenir for all the subheadings.

So it was time for the test kitchen to open. With Tristan and myself to taste test, Megan set to work making the actual product. It was clear from the first batch that too much marshmallow would make it too chewy. That first batch had an unfortunate gum-like mouthfeel. megan tried another batch with less marshmallow, but at this point it too closely resembled a fancy rice crispy treat.

A little discouraged, we had new resolve to perfect this product. Luckily, Erik Fadiman has experience as a chef, and so he will be a wealth of information in how to make this cereal as delicious as the brand is ridiculous.

However, it was still a productive week. Megan and I designed the logo and brand promise. We also created user profiles of our target demographic. We also made a plan of action to survive the coming weeks and escalating deliverables.

Game on.

Week 1: Cereal Challenge

We have reached the beginning of Erik Fadiman’s module. His modules are legendary – epic feats to overcome in merely five weeks. Past modules this year have created entire brands for credit cards and energy bars. Our challenge? CEREAL. Breakfast of Champions.

Our mission? Create a cohesive brand for any cereal of our imagination, from making the actual cereal to packaging to branding to coding a landing page.

This time I am grouped with Megan Fisher and Tristan Fairchok, both of whom I’ve worked with before. Megan came up with the million dollar idea: designing a LUXURY CEREAL. With this brand strategy we can just go nuts. Already the wheels are spinning.

We’re going with an import item, from Holland in particular, as our special ingredient. This is stroopwafel, a caramel honey wafer cookie. We’ll add marshmallow, almonds, and chocolate to make little bites. The creme de la creme are gold flakes, corn flakes painted with edible gold dust, just to add that extra level of ridiculousness.

This is an exciting time right now as we are coming up with new ideas, fantastical ideas. It’s going to be great to see where this goes.