Photo courtesy Jenny Spadafora.
Paperback books are perhaps my favourite tech. They are wondrous things on many levels but even in the most prosaic sense, I get tremendous satisfaction from the immense hidden practicality of paperbacks.
From being shoved in bags, dropped down stairs,…
Ebook vs. Paperback ?
So i’m conducting a little research for my newest project at uni, and I wanted to know your thoughts on the Ebook. Is it really the future? Is it a waste of time? Is the paperback as good as dead?
Any arguments or opinions you may have on the subject, I’d love to hear them all. Hit me up with a message or a reblog.
Your help will be greatly appreciated :)
Thanks!
(Source: emmaxzerogd)
Chipp Kidd - Designing books is no laughing matter - or maybe it is!
Filmed at TED.
(Source: emmaxzerogd)
Final Summery
What I wanted to do with Thorntons was to remind people why it should be popular. Thorntons has been forgotten by the great British public, and I believed that its dated and old fashioned style is the reason for it. Design is modernizing and companies that are still thriving have adapted to survive, and that is what I have tried to do with Thorntons.
By giving Thorntons a new and sleeker logo design, I have taken away all the fuss and left them with something very simple. Simple is not bad thing, and therefore I believe that my design would help to portray Thorntons as a new and modern company that is growing with the times.
One thing I always though about the advertising and packaging for Thorntons was that it was just too ‘busy.’ There was too much going on and there was no real design integrity or consistency. I decided to create a range of packaging that could work for a majority of the products, and therefore would add elements of style and consistency to Thorntons as a brand. People would see the packaging design and know that it’s Thorntons, because that IS the Thorntons style.
I believe I have succeeded in setting Thorntons apart from its competitors, and by also offering Thorntons Unwind into the pot, I believe that the new brand would help pull Thorntons out of the dirt, and re define itself as the classy place of the high street, where you can relax and indulge.
Hotel Chocolat - Thorntons Biggest competitor.
Despite Thorntons having a market share of 30% in 2010 according to its minutes from its AGM, it does face considerable competition from another high street brand, Hotel Chocolat, who have 55 stores in the UK and profits of £1 million a year. This is the only other totally independent retailer of chocolate in the UK market.
As if this wasn’t enough the two also have clashing business strategies, both aiming at the top end of the market with much more expensive “exclusive” products than companies such as Cadbury and Nestle. Both companies want to deliver premium products that are the best in the chocolate world. Also according to a survey by trading vissions of the chocolate market, customers will distinguish between firms and pledge allegiance to firms who go over and beyond the industry norm of being ethical and using fair trade.
This brings about even more competition as both companies see themselves as being ethical and try and use this as a unique selling point. How ever Hotel Chocolat is seen to use fair trade in its purchases of cocoa more. This gives it a competitive advantage in this respect. It also has much stricter codes of conduct about child labour and low wages being used and payed in its production.
Lastly customers also perceive Hotel Chocolat products to be more luxurious and of better quality than those of Thorntons. Both web design and packaging give a much sleeker image to their products and add value to the product. This is reflected in the fact that despite Hotel Chocolat has a turn over of one eighth that of Thorntons, its profit is just over 50 % that of Thorntons.
Hotel Chocolat products
Examples of minimal advertising
Examples of minimal advertising
Examples of minimal advertising
