OUGD601: Practical Element // Synthesis

In my piece of writing, the extended critical analysis, the dissertation -  I explored ‘How has Consumerism Created and Exploited Masculinity’? The result of the essay, to summarise, was that men are severely affected by consumerism, especially in the sports nutrition industry. The urge to become more masculine is present within almost every heterosexual male - some of which turn to bodybuilding as a hobby, or a sport, as an outlet to grow themselves, to become the strongest version of themselves. In terms of their literal size, and their masculinity. Supplement companies exploit this by using a series of promotional tactics to lure men into purchasing their products. 

Supplement companies use fitness models, huge, lean models - often using anabolic steroids. Promoting the product, tying the supplement to their success. ‘If you take this you can look like me’ being the typical mantra. This implying isn’t the case. Through research and my own experience, I’ve learned that there is no quick fix or magic supplement which will enhance you. Supplements are used to fix deficiencies within the diet, such as a lack of protein. Or they are simply for convince, meal replacements. They will not make you massive. This means when fitness models endorse products, in a sense they are lying. In my practical element, I’ve decided not to use any models at all in the design or promotion. Promoting the product for it’s effects, what it’s used for and how it can benefit anyone. Keeping it simple, in an almost anti-consumerist fashion. 

Often packaging is designed in a very hyper-masculine manner, using bold, blocky typography and powerful patterns. Often abrasive design, attempting to look strong and powerful - similar to the goal of the consumer. In my design I’ve gone for a gender neutral colour scheme, greens and an off white, whilst also using two very clean san serif typefaces, Bebas Neue and Helvetica Neue. To avoid any overly masculine connotations. 

Essentially, removing all over-masculine, strong or powerful imagery from the designs, and promoting the products for it’s functions rather than the fabricated ‘results’.

OUGD601: Practical Element // Boards & Advert

OUGD601: Practical Element // Leaflet Design and Production

OUGD601: Practical Element // 'Shoot'

OUGD601: Practical Element // Final Logo Design and Development

I've experimented with a few concepts, as you may have seen in previous posts, however I believe I have arrived at the final logo concept for this project - I've once again changed the name of the nutrition brand to suit the idea more.

It will now be called Addition Nutrition.

Addition implies that it's something add, to incorporate. An inessential, which can supplement the existing. As that's the aim of the brand to promote the products as what they are - supplements to treat deficiencies within your diet, rather than legal steroids as the current market may suggest.

Based on the previous designs, with the tipped over tub of whey as the icon for the company, I sketched it up to see if I could draw on any more ideas - which at this stage I didn't, however time was against me, so i moved to illustrator where I could generate ideas as I developed the idea. 

Using the golden ratio, I attempted to make the tipped over whey look more aesthetically pleasing.

And this was the end result with the colours applied which I determined in a previous post, and I think the symbol works, however in a previous crit, see post, it was established that I should try the scoop coming from the top of the tub. 

I rotated the tub, so it was upright and moved the scoop to sit both the tub, whilst also creating some power in the scoop, and I really think it works well. It's clean, simple, elegant and very gender neutral. 

I then applied type to the symbol, using the tub to determine the cap-height, which the type has been been aligned to. The type, Beba Neue, has been selected as a use to it's lack of serifs, which are considered masculine and the other decorations. It's not too heavy for it to be classed as masculine and it's not light, so it isn't feminine. 

Alternative logo, inverting the colour selection. 

I also animated the logo, in after effects. Using a similar transition to the previous video, and also adding a slogan to the brand. Doing this creates a sense of realistic-ness to the brand. As my research has shown, every supplement company has some sort of catchy slogan. 

OUGD601: Practical Element // Colour

I've developed a colour scheme for the project. I want to use a natural greens for the product, avoiding the typical blues and pinks of gender segregated design and also promoting a wellbeing aspect to the product, after all, that's what supplements are for.

For example, health brands such as a Holland & Barrett use green as their colour. Green being the colour for nature, and plant life, associated with good health.

I used Coolors to help quickly select a colour palette which complements a green. Which you can find here directly. 

OUGD601: Practical Element // Citadel Nutrition Study

'Bodybuilding', or more so weightlifting is one of my hobbies, so I do know of a few nutrition brands which have similar ethics to what I want to convey in my own project. Removing the ridiculous promotional tactics, and dialling nutrition back to it's core values, promoting the product for it's own ingredients and effects. 

Citadel Nutrition, a relivitely small nutrition company from the US does this. 

"We feel that the easiest way to create a great product is to make something that you'd want to use yourself. You know the problem and the value of the solution intimately. There's no substitute for that and it's part of the reason why we love Tier 1 so much. So our story is very much a classic case of scratching our own itch".

- Citadel Nutrition, June 2012

"Executing on the basics isn't as glitzy as loading products with bells and whistles - and being great at a few things doesn't look that flashy from afar. But that's okay with us, because our goal is lasting solutions".

-Citadel Nutrition, April 2014

They provide relevant information, showing the science behind their methods.

Their manifesto.

One of the reasons we started Citadel Nutrition was because we were tired of proprietary blends. A key benefit of Tier 1 is that you know exactly what's in the bottle and how much of each ingredient you're taking. You have the right to know and it's also the only way you can verify that you're getting an effective dose. What's an effective dose and why do proprietary blends suck? Click here to learn more.
Another key benefit of Tier 1 is that it is equal parts energy boost and performance supplement. It gives you the added convenience of taking a daily maintenance dose of the two MOST scientifically proven performance ingredients available. It was also the base for our homemade mix years ago and those that "get it" will know why they're in the mix. Simply put, Creatine and Beta-Alanine don't have acute performance effects but if you're an athlete you'll benefit from their use. 
We go to great lengths to make sure you're taking the highest quality ingredients.
Creatine from Creapure.
Beta-Alanine from Carnosyn.
Caffeine and Tyrosine are USP grade. 
Stop paying for ingredients you don't need.
Getting an energy boost before hitting the gym isn't rocket science.
We focus on the essentials and leave the bells and whistles to others.
Four ingredients. That's it."

OUGD601: Practical Element // Test GIF

OUGD601: Practical Element // Logo Development 01

OUGD601: Associated Practice Element // Supplement Packaging Research

The brief I've undertaken is to create a product and an associated ad campaign with demasculinises and unisexes supplements in the form of a new brand. At the same time, I also want to promote the product for what it actually does - as my extended critical analysis has explored, typically the supplement market is very vague to what products do. They're usually the secret ingredient to amazing results, 'a natural steroid' or as we're lead to believe. However they are actually just food supplements to increase or control certain elements of the diet, typically the macronutrients (protein, carbohydrates, fats and alcohol) and micronutrients (vitamins and minerals).

An example of which is the above, ignoring the design and juxtaposition of the advert and the product but focusing on the language used. 'Exclusive MichelleXL™ Casein Protein Technology'. 

OUGD601: Practical Element // Brand Concept Sketches


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