Application & Digital Research

The application process needs to be very targeted at the audience. I think homing in on this is a great way to focus my design .

I like how this application is focused and grid design. The layout in shapes and scales wrks well as gradients and colours define each set ion.

Exploring digital design also gives me helpful tips on layout and for what works with digital design. iT IS IMPORTANT To keep things simple and to eke the navigation minimal so the octet displayed is clear and communicated well.

Choosing the Right format / stock for Print | Re-think

At the beginning of this brief I wanted to create a glossy culture magazine. I felt that it would work well, But after extensive research, I found that it would be better to create the design in the form of a newsprint or something similar.

Reasoning:

- Large target audience

- Allows it to be free

- Cheaper costs

- Smaller (so room for more issues per month/ year)

I believe this would work better for the target audience, this means that it could be distributed to vast amounts of people, easily.

Troubles with newsprint:

- Bleed

- Could look cheap?

- Couldn't have enough impact / excitement 

Champneys : Initial Design Sheets

After initially scribbling down our ideas we thought it would be good to go back through our major ideas and figure out if we could create a clear and attainable conclusion and design. 

I personally feel that we should stick with the idea of creating a sub-brand. This would be effective as we could enhance the brand and create a target audience in a new and refreshing way.

Problems:

- It might not reach intended target audience

- The designs could look dismular from the Champneys brand

YCN : Champneys Brief - Initial Response

We decided to create a campaign that would see champneys fun, health and young vibes. We wanted to produce packaging, editorial and digital design to communicate this. We also wanted to create an interactive element. The customer could pick a spa treatment and use a the app to tap and focus on the benefits of the treatment on an image of a face. The app could link to gift cards and incentives. 

There will also be ways of gaining money off and special deals so that individuals can visit with others instilling confidence and a fun factor - these deals could be included within the purchase of a product for example. As well as this, mail outs are a great way of targeting a younger audience, specifically those who attend uni. In order to catch their eye, vivid colour and pattern will be used, as well as discounts.  

We started by unpicking the brief, and focusing on what what we felt were the most important aspects.

Areas to highlight:

- Do we work with photos or pattern? Text or illustration?

- Research existing competition

- Age range 16-25, how to attract different ends of spectrum (16 year olds can't drive, 25 year olds want different things)

- Push quality but in a way that is still affordable

- Brand values = empowerment, personable, expert knowledge, quality, originality

- Needs to be inviting and relatable 

- What products/sessions are available online in the price range of younger audience? How can these be used to attract audience

- Aim on pre pampering sessions

- Push the fact that they have high street spas

- Push health through fresh and innovative design

- Luxury pampering - positive but young and modern with major benefits

- World play that attracts a younger audience to make it relatable

- Don't want to sound too corporate or pushy

- Packaging of spa products which are coming soon to the site

- Possibility of a sub brand

- Competitions, gift cards, loyalty scheme, ways to interacting to attract a younger age range

- Incentives

- Informative, educational

- Push health benefits in a way that is fun and interactive - how can products like face creams etc actually create health benefits? Things that younger audience actually use. 

Interactive:

- App

- Educating and informing section

- Specific benefits of treatments and sessions offered

- Touch screen on certain aspects of face for facial app

- Swipe/rub areas to find out what each thing does

- Online presence

- New section on Champneys website

- Products coming soon...

Promotional:

- Mail outs

- Application

- Health benefit leaflets to be included in packaging

- Vouchers

- Loyalty cards

- Gift cards

- Labels

Products:

- Exfoliator

- Cleanser

- Moisturiser

- Face mask

- Soap bar range

- Bubble bath

- Shower gel

- Shaving foam

Initial Logo Development

The Good Stuff

Gill Sans, Times, Nexa,

We experimented with various designs and layout to encourage fun and lightheartedness,

I started to put together some experiments but we felt that the illusive type looked to young and ported the wrong tone of voice. 

These designs seemed to suit the brand and would make the sub brand still feel part of the overall Champneys range. 

We decided that the idea of a line and a change in colour of the logo would work well to keep the brand together but with a fresh approach. The designs experiments have allowed us to see what works well and what doesn't and has helped us to define who we are actually targeting. 

Champneys Brief

Background 
Champneys pioneered the holistic wellbeing concept. We were the first UK health spa chain and the first purpose-built health resort. Champneys boasts four spa resorts located in the English counties of Bedfordshire, Hertfordshire, Leicestershire and Hampshire, each possessing its own style and personality. Our flagship health and wellbeing spas, with their unequalled range of treatments and offerings, attract A-listers, the sporting world, the spa cognoscenti and those who simply seek a treat.

Led by our four luxury resort spas, the Champneys experience is also accessible to everyone through the high street Day Spas and the Champneys Spa Collection. Our distinct Champneys brand of Englishness is also growing in Europe, Asia, the Middle East and North America.

Owned by mother and son, Dorothy and Stephen Purdew, the Champneys brand began with the purchase of their fourth resort in Tring, Hertfordshire. Purchased along with the Champneys name, the Tring resort was originally owned by the naturopath Stanley Lieff, who in 1925 opened the site as the first UK health farm. The Purdews then went on to rebrand all four resorts under the name Champneys as well as launch the Champneys Collection and eight Champneys Day Spas across the country.

The Creative Challenge 
Our current target audience is women aged between 35-65. We need you to help us extend this into the younger market, raising 16-25 year olds’ awareness of Champneys and what we have to offer in regard to staying healthy, keeping fit and living with vitality.
The challenge is to find a creative, interesting, relevant and inspiring way to make young adults understand the importance of staying fit and healthy and encourage them to do this through Champneys. It is about suggesting (without being pushing parents!) that they spend their money in a different way - replacing boozy nights out or shopping sprees with a refreshing and invigorating spa break. We would like to make health and wellbeing ‘cool’ amongst young adults, highlighting the importance of staying fit and healthy as well as groomed and gorgeous, to entice a younger target audience to turn to Champneys for all their health and wellbeing needs as well as their pre-party pampering.


The chances are this audience may not have even heard of Champneys or they may feel it is not accessible to them. It would be great to educate 16-25 year olds that a trip to Champneys can be much more beneficial than they think.

Creative Requirements
Your idea must be original and appealing to a young adult audience. We are looking for fresh new ideas! You may present this any way you wish and are free to respond and create this communication or content in any medium or combination of media you wish. You must include the Champneys Logo within your work (available in the Project Pack at the YCN website).

Our Positioning

Our ambition – To become the British ‘Gold standard’ for wellbeing, and a world-leading brand in health, beauty and wellbeing.

Our promise – To inspire people to live with vitality.

Our difference – The genuine, expert and complete solution to wellbeing.

Our Brand Values

Empowerment – To help our customers to live fulfilled lives.

Personable – We welcome our customers with a genuine, helpful, warm and hospitable service.

Expert Knowledge – To educate our customers and help them achieve their goals in the best possible way.

Quality – To help our customers to relax and leave the tension of everyday life behind, we seek to provide excellence in our food, service and atmosphere.

Original – We deliver originality, authenticity, and innovation and lead the way for our customers.

Ideas should...

Be creative and original

Have a sense of spirit that appeals to 16-25 year olds

Portray our key values and promise

Educate and leverage the emotional and physical lifestyle and health and wellbeing opinions that 16-25 year olds want to achieve

Ideas should not...

Be corporate

Be over the top

Disregard the Champneys ambition or brand values

Beths Research on Sub-Brands

What is a Sub brand?

A true sub brand is a name which a company attaches to part of its product range or services and which it believes deserves special promotional support. Sometimes such sub brands are used in isolation from the main brand but it is far more common to link both names - as in Ace Courier Gold. The sub brand is in this way endorsed by the main brand and hopefully some key values are transferred. However, as we shall discuss shortly, whilst the sub brand may be strengthened in this way, the main brand may be weakened; if nothing else, the identity is likely to be less distinct.

Sub brands are only justified if there are a relatively small number of them and if the market is sufficiently large to support them. Ace Couriers' Gold and Silver Service may be acceptable, whereas attempting to attach a brand to each one of Intel's long list of different types of semi-conductor would not be. Also, high interest products lend themselves to branding because they engage people's interest and this enables the names to lodge more readily in the mind.

MY RESPONSE:

I feel that creating a sub-brand would be the best approach to tackle the brief, it allows the design to change from the old Champneys, but still embody all its ethics and identity just catered toward a young audience.