The Four Briefs

As part of my third year second semester i was given a choice of 4 design briefs:


Oakley: Take Oakley to the leadership position in everyday cycling performance by designing a range of products for cyclists and urban commuters.

Creative challenge:

Oakley has identified an opportunity to take a leadership position in ‘everyday cycling performance’. They want to bridge the gap between style and function with a range of cycling apparel / accessory products.

Your challenge is to envisage how Oakley could target this new space by developing a new product for this range that embodies the brand’s design philosophy, is relevant to the category and that will resonate with cyclists.

Understand the Oakley brand and design philosophy and analyse the cycling apparel and accessories market. Understand real cyclists’ everyday performance needs and prioritise which cycling products Oakley should focus on.


Department of Health: Burning calories should be as fun as eating them.

Creative challenge:

The issue of weight gain is a global problem. For example, almost half of the people in the UK are either overweight or obese. This is because our lifestyles have changed: we used to hunt and farm, work in tough manual jobs and play outside. Now we sit at desks or in front of the TV, increasingly craving fats and sugars but not necessarily burning them off.

Your task is to create a campaign that is less about preaching the nutritional value of particular foods but instead focuses on motivating children and adults to take part in regular physical activity. The target is to get kids exercising for 60 minutes a day and adults for 150 minutes a week.

Your idea will need to change behaviour. It will need to get people excited about exercising.


Unilever: Exploit a brands power to make the world a better place.

Creative challenge:

Create a positive social or environmental impact utilising the power of a Unilever brand. Choose from one of the following:

  • Lipton
  • Marmite
  • Persil
  • Simple

Develop your idea with a focus on one of three objectives:

  • Improving health and wellbeing
  • Reducing environmental impact
  • Enhancing livelihoods

You can take any approach to this brief; whether it be in the form of a product, service, experience, event, community group, communication campaign… Unilever are looking for any vehicle or channel that can be used to make a positive difference.


L’Artisan Parfumeur: Re-envisage the L’Artisan Parfumeur brand for the 21st century by creating a design solution for a new unisex range of scents.

Creative challenge:

Traditional French fragrance houses are steeped in a rich history of style and imagery. L’Artisan Parfumeur wants to break with this convention. Their latest collection is uniquely based around bottled emotions. Your challenge is to showcase this range by breaking the rules of conventional perfume packaging.

There are four scents, each capturing a different human feeling:

Scent a: Passion and desire. Sex and lust. Raw and physical.

Scent b: Perfect, sublime love. An interior emotion.

Scent c: Excitement and fear. Adrenaline, exhilaration and thrill.

Scent d: Elegant and dignified. Stormy yet still.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s