Responsive: Understanding the Brief

To give us a better understanding of a brief we delved into the wording and reasoning of our respective briefs. We were tasked with identifying multiple characteristics of our products to help give us direction and a foundation to work from.

What are the 5 most important words in the brief?
Properly
Snack
Delicious
Vibrant
Tasty

What are the 5 most important considerations?
Faithful to the brand
Packaging
20-35
Places and spaces
Build awareness

5 related products
Crisps
Other popcorn brands
Chocolate
Fizzy Drinks
Nachos

5 related places
Office
Home
Cinema
Public Transport
Shops

After this we gave our briefs to someone else to breakdown (in my case Sophie Wright). it was interesting to see how differently she saw the brief. With this understanding its easy to understand how wide a range of responses the people at Propercorn will receive. Here are her responses:

What are the 5 most important words in the brief?
Fresh
Health conscious
Dynamic
Urban
Passionate

What are the 5 most important considerations?
Refer to Instagram
Faithful to the brand
Build awareness of the brand
Appeal to core customer
Emphasis on the "Done Properly" mantra

5 related products
Food & snacks
Health conscious products
Independent food
Fast food
Cafe snacks

5 related places
Cafes
Supermarkets
Cinemas
Offices
Premium food shops

Some of what Sophie took away sounded very interesting to me and I hope I can take some of her viewpoint forward as well as my own to create a well rounded response to this brief.