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STUDENT DESIGN AWARDS - PAST WINNERS

 
Thinking of entering the Student Design Awards? 
 
Here's 5 reason why our previous winners say you should...

     1. Gets your work out there

     2. It provides a unique and interesting insight into the retail and advertising industry. 

     3. Real confidence booster

     4. Rewarding - in achievement & future opportunities

     5. All round brilliant experience

2021 Winner - Jessica Holmes

What our judges said:

  • "Great entry, exceeds the brief"
  • "highly interactive and has considered how to engage shoppers - very true to brand"
  • "The embodiment of a pop up experience. Very engaging, well thought through/reasoned, brilliantly designed and detailed entry. Would be great to see this developed and executed"
  • "A really well thought through customer experience, even considering how to drive people online through redemption of their prize."

About the design...

Q. Why did you design it this way?

A. Fever-Tree is known for presenting itself using premiumnisation, making their products make more luxurious and expensive than they actually are due to them being the market leaders, appealing more to an older clientele. This is seen from them also creating concessions in department stores such as John Lewis and Selfridges, when their products are also readily available to buy in supermarkets. As gin drinking is becoming very popular, and especially due to more people crafting and mixing drinks at home due to the closure of hospitality venues in COVID-19, ‘Taste the Tonic’ creates an experience where customers can learn how to make the perfect drink at home, understanding what spirits can be paired with each mixer and what garnishing is best to finish off the drink, creating a learning platform. By striping back the common elegant persona, the brand normally portrays for a more fresh and light aesthetic allows the brand to reach a potentially younger audience, that may otherwise be deterred normally from a more premium look. It also portrays the new low-calorie range better due to the freshness of it, as the rich colours commonly used would contrast the product being sold.

Q. Who is it targeted at?
A. This pop-up shop is targeted at a slightly younger audience than Fever-Tree currently markets at. It aims to attracted female customers from 18+, as whilst the refreshing design of the pop-up will appeal to the younger market of 18–35-year-olds, the brand image will inevitably attract its existing older market, this is also promoted through its use of advertising. Due to the intended target market being fairly young, either being a student, taking an educational break or starting out work, the existing luxury front normally portrayed would not appeal to them, hence the shift in design aesthetic to create a pastel and fresh theme. This also prompted the development of some of the more literal and comical parts of the design such as the oversized bottles and cardboard box structure. As gin is predominantly seen as a feminine drink, this store also does not actively seek out male footfall.

Q. What type of stores would it go in?
A. The pop-up store intends to create a tour around the UK, visiting the largest cities, being constructed in open space in large shopping centres as this location will attract the intended audience most. It will stay in place for a minimum of 2 days, with more popular places holding it for up to 4 days before it travels to the next location. The location and time will be advertised on all Fever-Tree social media platforms as well as sponsored posts, whilst it will be physically promoted throughout the chosen cities on bus stops, billboards and within the shopping centres themselves. When the pop-up is open, window stickers on entrances and vinyl floor signage will be applied to direct customers to the space.

2020 Winner -Gurjit Choda

What our judges said: "A well thought-through and very ‘on brand’ customer experience. The customer has been considered at every opportunity, including the use of QR for an even more personalised experience"  

Q. Why did you design it this way? 
A. The design has taken aspects of the Simple brand. Having a rounded edge design creates a little hub of safety and security. Simple promotes kindness and well being. A safe place to receive advice from skilled employees. The employees emulate a type of role model that the teens can speak to who are relatable from both a social, cultural and medical aspect. People who have the skills, experience and expertise to help young sensitive skin and hair. The range of product and professional help available means the teens can ask at their own need. From the advice they receive, they can choose the appropriate products that suit their skin or hair type. Having various scannable bar-codes means the teen can read up on other tips in their own time if they don’t want to speak to anyone in particular and simply browse around. Or, they can test it using the sink and product at hand as if they were at home. Making the experience more authentic.

Q. Who is it targeted at?
A. The Simple concession is targeted at 11-19 year olds who don’t have an older role model to discuss or guide them through the art of learning how to look after your hair and skin properly from an early age. Teens can receive a breadth of advice from dermatological help to professional hair stylists on how to care for difficult thick curly or damaged hair and skin. This also benefits single mothers and fathers who have children of the opposite sex, and find it difficult to communicate this advice.

This target audience came about my research on other pop ups. One in particular about teaching single fathers how to do their daughters hair. (https://www.bbc.co.uk/news/av/uk-england-sussex-48397751/workshop-teaches-dads-to-style-their-daughters-hair) Pop ups like these, which help others and provide advice for a sensitive audience is my aim.