The Business of Design Task

Designed by Turner Duckworth for Waitrose own brand basics. 

Sector - Waitrose is a private sector company, which is owned by The John Lewis Partnership, which are a national company that runs both Waitrose and John Lewis stores. 

Audience - Until recently, the quality and price of Waitrose products meant that the audience was mainly an affluent one - middle class, educated, professional adults with a disposable income. The locations of stores also meant this was the case, as their main presence was in the south of the country. Now they have a second audience they want to attract, which is a family consumer with less disposable income. They now have a larger presence in less affluent parts of Britain, and they have also introduced  an essentials brand which Turner Duckworth designed for. 

In terms of whether these products attract the key audience which is the family consumer they must sell their brand and products to, I believe they do this successfully. The packaging appeals to their broadening target audience by retaining elements of high quality design such as the photography and typefaces but still remaining fairly simple, and the products also demonstrate clearly what the product is.

Designer unknown, for Droits Des Non Fumeurs

Droits Des Non Femeurs or 'The Rights of Non Smokers' is, from what I can gather from their website, is a third sector/service sector company which is a not for profit organisation that aims to protect the rights of non smokers and inform and assist them in finding out about tobacco legislations. 

The audience for Droits Des Non Fumeurs is primarily a french adult, non smoker, although they also hope to prevent younger adults from smoking, and obviously they are able to assist people wanting to quit. 

The advert presented here, that reads something along the lines of, 'Smoking makes you a slave to tobacco' has obviously been created to shock, more than to reach out to it's primary audience. It is more aimed at young adults, as shown through the fact that the models in the ads are teenagers. The advert does not display in full what the company does, and instead seeks to invite people to find out more about them by displaying only their logo and their website, as if to intrigue people. As a publicity stunt for the company it works well, but it does nothing to inform or educate their primary audience. 

Wayfinding designed for the NHS Kentish Town Health Centre by Studio Myerscough.

The NHS is an important part of the public sector, providing free health care for Britain. The Kentish Town Health Centre is a small centre occupied by GPs. The audience for the NHS is incredibly broad, and includes British children and adults, regardless of income or other defining factors, but the target audience for this Health Centre is obviously only residents of Kentish Town. 

The way finding is appropriate and successful in communicating a positive atmosphere to the target audience, who can often find doctors offices and health centres intimidating and clinical. 

 

The official logo for Rio 2016, by Tatil, designed for The Olympics. 

The Olympics Committee commissioned the Rio 2016 branding and identity, and is a range of organisations that are spread across both the public and private sectors. They are a non-governmental organisation. 

The target audience of the IOC is an international one that reaches out to both adults and children with an interest in both playing and watching sports. The Rio 2016 logo has a target audience of both the people of Rio, but also an international audience that will be attracted to come to Rio to watch the games. The branding is meant to represent the host city, create interest in the games and ensure people travel to Rio, therefore boosting their economy. 

Privacy International are a not for profit organisation that encourages the rights of the people, informing them about privacy and free speech. They are part of the third sector, as they provide a service to people under a registered charity, and do not make money from this. The target audience for this organisation is international, as they tackle issues of privacy rights globally, and primarily adults of both genders, who are more likely to have worries about their rights and also have more access to technology. The branding of the company is successful in reaching out the audience, and letting them know what they are about through the design. The design is also simple enough to reach their broad audience.