Discovery:
Unfolding the Future of Packaging
Student finalists in a design challenge sponsored by Design Bridge and KFC travelled to Clerkenwell to collect their prizes on Thursday 12th May 2011.
The brief , set by Design Bridge, challenged student teams to create an innovative brand design solution for KFC, by understanding and identifying opportunities in the consumer journey. Each team featured members from Brunel’s renowned courses in: MSc Integrated Product Design and MA courses in Design and Branding Strategy, and Design Strategy and Innovation.
Nick Gray, Business Development Director from Design Bridge remarked “We’ve had a long-term relationship with Brunel and worked on a number of student briefs with them but this time it was a little different. As well as being a challenge we set in conjunction with one of our major clients, KFC, we asked the students to work in multi-disciplinary teams – just like we would within the agency; so ensuring strategic thinking, sound project management and creative problem-solving were all involved. The outcomes show some really great thinking and creativity”.
The winning design by Grace Chung, Ivan Yang, Maria Paula Martinez and Mina Suh created a ‘sense of a home-made meal’ through the experience of a pack that unfolds into a table-setting.” The idea helps to enhance the customer experience through simple and fun packaging.
Pictured above:The winning team’s design -“The sense of a home-made meal through the experience of a pack that converts into a table-setting.”