Bread printing!

My initial idea of printing on bread by embossing and toasting has hit a massive hurdle. I needed to create a stamp to make the impression, for ease and availablility I was going to create my stamp out of potato. When trying to create this I realised my design was way too complicated to carve!

I have been desperately trying to think of another way to create this stamp in the time available. I need to create my image by tommorow as that is my personal deadline set for this, after I need to design the packaging and also design my bookmark and promotional material.

Ideally this stamp would be created from wood, plastic or metal and would be reusable many times. In the time available I will have to adapt my idea. Someone suggested that I create a stencil instead and toast the bread that way.. leavig the sections of bread covered untoasted. This would create a similar effect, however I wanted the packaged bread to have the indentation on so that it has an interactive feel with the customer, when toasted brand appears. I am continuing to break through this barrier and find a solution. I have too much of a grasp on my idea to ket it fail!

By using a beauty accessory I thought it was the perfect size to indent my bread...

Erm... no! Illegible. 
























Hello Photoshop
I really didn't want to use too much digital techniques but it seems at this stage it is my last resort. By taking two identical images (untoasted and toasted) I could composite my ideal image.

Alterations need to be made to the lightness of the bread image and also thickness of the letterforms.

Experimenting with a previous typeface (my least favourite!) it is better due to the thickness but still not legible enough. 





















Photoshop just doesn't give me the effect I wanted to create and if I do use Photoshop to create my imagery, I will need to have a rethink about the design as it just doesn't look right at all.

Hello cling film
It was worth a try! As I found previously it is hard to creat any detail on the bread due to the flakeyness of it. I tried to think of a way to make the bread flat like paper. (Such as Mr Bingo did with his skateboard project). By putting a sheets of cling film over the bread you can still see it but I have a flat canvas to create my typography.

Initially it is easier to create detail on this material.
















My concern with this method is the finished look of a cling film covered piece of toast. Also there will probably not have enough contrast between the toast and the typography. On bread it might work well but on toast would be different due to the darkness of the toast and the darkness of the condiments creating the type.

Hello huge bread
I was in need of more inspiration so I went back onto Alison Carmichaels website (my main inspiration for this project) and looked through her work with food and typography (see my recent post on DC). I thought how she must create her work with food and I guess she does it on a larger scale. A lightbulb just light up in my head!

Large scale indentation.

Large scale typography toast.

















Well... yay! This produces the effect I was after and I can improve the legibility further by increasing the size even more and experimenting with ways to make the bread less flakey.

Hello hot and cold
I need to make the bread more like a solid rather than a sponge. Presently when I try to indent it, it doesn't just take the sample I press down, but also some bread from around it, creating a blurry effect. I need a way to make the line cleaner. I exposed the bread to hot and cold, as both these make the bread firmer.

Exposed to cold, then indented, then toasted.

Exposed to heat, then indented, then toasted.























Sorted! When the bread is slightly toasted before the indentation is made, the best responds better and the image is much clearer than if no or colder temperature is applied. Match this with my large scale printing method and I am certainly getting there! Enough experimenting.

Butter me up - identity

My aim for today was to get an identity for 'Butter me up'. I have an idea in my head using hand lettering on toast but it is hard to explain and obviously as Lorenzo has been drilling into us... visuals are awesome! I am way happier now they are down on paper and I could get all my ideas down and refine my best bits to create an identity which fits with the message and audience, but also one that I am proud of!

Design development, selection and evalution.















From the chosen 6 (highlighted in red) I could select the most effective sections from each and try and create a better version...

Rough sketch.

















This is a rough sketch of my favourite with some alterations to typography (taken from other ideas).

Technical sketch.



















Additional details such as counter style and equal rounded corners. I really like the detail on the B. It adds a real hand-draw element to the design which I am really keen on incorporating.

Diagonals.

















By using tracing paper I was able to try out different styles while using the technical sketch as a base. In this example I added a diagonal straight line to some strokes on the right of letterforms. I think this looks uncomfortable and also would mean alot of change needed to the main B.

Thin stroke similar to original.
















Sticking with the majority of the elements from the technical sketch I prefer this version. It is clean and legibly. My only concern is that as the stroke of each letterform is so thin, this may not have enough impact on the bread when toasted. Ideally I could like it a bit thicker.

Thicker vertical strokes.
















Taking into consideration my last pint, I bulked up the letterforms by thickening the stroke. They are lighter on the horizontal and diagonal to add more interest. I do quite like this style, however when this thick it seems to have a technical feel to it.

Thicker pen.

















I hope this might come out better on the bread. It has a nice thickness to it and unity between the B and the rest of the letterforms.

Thinner pen.

















This one is just not thick enough, the corners seem disjointed at this thickness and the one above is definitely the best choice!

What to package?

I have also come to the decision that I am only going to package 1 type of bread. White bread. Some people may not think that other forms of white bread lend themselves to a breakfast meal and people in a rush do not want a massive choice. I will package more condiments instead and these will be what the customer will have choice over. I will also look into how to package them as a whole, in a handy bag to take away.

Where to promote?

By evaluating each method of advertising on bus, rail, tube and tram I have been able to select the most appropriate forms for my project...

Tube advertising evaluation and selection.

Rail advertising evaluation and selection.

Tram and Bus advertising evaluation and selection.

Bus advertising evaluation and selection continued.

















I have decided on where I am going to promote my range of bread and condiments for young, rushing commuters. I decided against blanketing everyone whith my advertising by placing designs on the side of busses and taxis, instead I have focused where my audience is going to pay attention to my adverts. There are loads of opportunities but I think that I need lots of small ads to get my message accross. I want my message to be subtle but effective. Almost like subliminal messaging!

Rail panel

Rail 4 sheets

Bus interior

Tram interior

Tube car panel











The specifications of these public transport promotional pieces can be found on my DC (tube car panel, tram interior, bus interior, rail 4 sheets and rail panel). I am also going to advertise inside the Metro and give a free bookmark to customers who buy "Butter Me Up" as something they can use, and will act as a reminder all over again.

Progress Crit

Formative feedback.
























This crit was really useful in helping me to give a new lease of life to this project and I now have a clearer vision which is a more direct way f promoting my range. I am really excited now and want to start experimenting!

Check out my posts on Design Context to see my research responses to his crit. Problem Analysis, Contextual Understanding and Design Development.

Evaluation
What
My what has not changed, people even now are suggesting that I promote brown bread rather than white as it is 'better' but I am talking about taste, not health. I need to make this clear in my final designs and I think it will be pretty clear in my final pieces. Hopefully people will not even realise the absence of brown, they will just be happy to have such beautiful tasteful toast!
Why
My why also hasn't changed.
Who
My age range is the same however it has been narrowed down to commuters on their way to work in the morning. These people are in a rush and I am creating something they can grab and make when they get to work.
Where
As my who has changed, my where has now also changed! Instead of promoting my product in the kitchen of my audience, I am now going to promote it where they travel to work. Public transport is my starting point...
How
I am sticking with the idea of indenting bread and toasting it. I would love to create something which looks personal and not so digitally made. I think first thing in the morning images like this are more appealing and comforting.

Package and promote

Package
I am going to package a range of white breads and a condiment to go with it. The design on each will be different and involve my bread printing techniques and the white bread and condiment. The condiments at this stage are not set in stone but this is the general idea...

• Loaf of bread - Jam
• Bagel - Peanut Butter
• Pita - Marmite
• Cob - Egg
• Baguette - Cheese

Promote

To promote white bread (in the form of toast) I will be designing a mailshot with the use of the same design style as the packaging. This will include magnets which to user can stick on their fridge, bread bin and toaster to act as a reminder of white bread/toast. I will also try and design something to go on milk bottles as these are normally collected from the front door before breakfast is made... perfect! I could aslo try on public transport but when people view these they would have most probably already had breakfast and on the way to the office, not to the supermarket. Maybe a promotional campaign for bakeries and supermarkets to promote white bread. I could make the packaging for bakeries too...

• Mailshot
• Magnet
• Milk bottles
• Bakery campaign

WWWH revised...

What, why, who and how?! There will be only minor changes to this now, if any! I am aiming this at young professionals by photography and printing on toast. The final details of packaging and promotion still need to be ironed out...

WWWH revised...

Where.

















I also started thinking more definately about where I could effectively place my promotional material. I had previously thought about this but not jotted anything down. I would like to create something to go inside a newspaper/magazine for people on their way to work. Also some magnets which could be placed around kitchens... milk bottles and condiments.