This developed idea proposes a set of recipe cards featuring quick and easy vegetarian meals. The cards would include recipes such as a quick tomato sauce, roasted vegetable burritos, a vegetarian club sandwich, Japanese noodles with sesame dressing, and a vegetable stir fry. The goal of these cards is to provide time-strapped individuals with healthy vegetarian meal options that can be prepared quickly.

1. Initial Ideas and Feedback
Henry Buckham and Jonah Adshead

2. General Idea;
The brief said that lamination may be useful as protection for the cards but a
cheap, eco friendly way of doing this on a large scale is yet to be found. Instead is
laminating each card to protect from the food in the kitchen, a clear plastic pouch
could be used. One pouch made from eco-friendly plastic will be cheaper to
produce than laminating each card individually.
The buyer could simply rearrange the cards so that the recipe they are following is
at the front and they can follow it easily.

3. Idea 1
• Two tone footer using a light green for the border and a darker green for the main shape body. This will contain
the name of the recipe as well as a subtitle, which may describe the recipe in a few words to make it appealing
to the viewer. This will all be in a white, serif font with the subtitle in italics.
• The bottom footer won’t have any sharp edges and I will make it quite curvy. I will be aiming for a style that
makes the green shapes resembles leaves or foliage, tying in to the natural theme. I may also use some brown,
earthy colours to accent this, and to resemble bark or branches.
• The top two thirds of the front will be dominated by a picture of the completed recipe on a clear white
background, arranged in an appetizing way. The top left will display the Veg Soc logo and any other logos that
may be needed.
• The recipe for this card will likely be a earthy, leafy main course that contains a lot of green vegetables and
bright fruits, keeping with the footer and motifs.
• The top right may display some smaller text, maybe something like ‘VegSoc recipe cards, Series 2 Recipe 1’ This
will again be in a serif font although black this time to stand out against the background.
• The very bottom of the card will display some informative text, such as how many people the recipe will serve,
in the colour of the border to stand out on the dark green. I may arrange these bits of texts in a staircase
formation.
• I will use short, simple instructions for the recipe itself, arranged in a straight margin with green text on a white
background.
• For this recipe card I am aiming towards all ages, more so a young adult audience but primarily towards females
as percentages have shown that there are more female vegetarians than males. To do this I will include lots of
decorative swirly motifs in the footer and around the corners, giving the entire card a contemporary, natural
and slightly feminine touch. However I will try to avoid any blatant female motifs like pink, as I do not want to
alienate the male audience. The theme of this recipe will be related to Spring, with lots of fresh looking colours
and ingredients.

4. Feedback 1
What do you like about the idea?
I like the way the natural theme is carried on throughout the cars and the way that females have
been targeted but in a subtle way that does not exclude men from wanting to use it. I think the
idea of the bottom footer border is good and will give a nice decorative effect to the card.
What areas of the idea could be developed?
Could say more about the recipe, what sorts of meals are associated with spring? What
ingredients are in season then? Other than lamb chops
What do you find interesting about the idea?
I think the design of the card is interesting and the naturalistic theme works well for a vegetarian
recipe card. The organic swirls you wish to include also fit in nicely.

5. Idea 2
• I would like to for a brightly coloured children’s recipe here, using lots of bright irregular shapes
arranged in clusters around the main picture with bright varied ‘party themed’ colours. I will likely
include graphics/vectors of common things seen at a party-themed event, like balloons and confetti.
• My target audience is a gender neutral group of young vegetarians, in the age range of around 5-7 but
this can vary depending on the tastes of other children around these ages. I will take this approach to
make the recipe card educational in a way that it encourages children to cook with an older family
member.
• Because of my young audience I will implement very clear, and simple instructions that will be in a sans
serif font that takes up around half of the page. Measurements and other important figures will be
highlighted in a colour different to the original text colour in order to make them stand out.
• The text of the front cover will again be a large sans serif font, most likely coloured white to stand out
against the colourful, multi-coloured background.
• Thanks to the younger audience I will use simple, clear English and include warnings on several of the
instructions that would otherwise be unsafe for young children (using a cooker or sharp utensils)
• The recipe itself I would like to be some sort of dessert that one might find at a party or other large
event. This would mean that it would need to be quite large to serve lots of portions as well as being
appetizing for non-vegetarians as well.

6. Feedback 2
What do you like about the idea?
I like the way the colour variations are going to be used to help differentiate between instructions
and weights/amounts etc. The way the card will be educational and is designed to encourage the
child and parent to cook together is also good and is an attractive aspect of it.
What areas of the idea could be developed?
Could also try to target non-vegetarian children who may attend a party with some vegetarian
children, use a recipe that will appeal to them. (veggie burgers etc.. Deserts will work well though
as you’ve said)
What do you find interesting about the idea?
I think the idea of the children being encouraged to help cook the meal with their parents is good
as it will appeal to both parties; children like to cook and parents like to spend time with their
children and educate them on healthy eating.

7. Idea 3
• For idea 3 I would like to do a sleek modern recipe card, using a lot of straight edges and heavy imagery.
• I would like the entire front cover other recipe card to be taken up by the image of the food, and then
have a head on the left hand side, slightly below the top line with a diagonal right edge. This will contain
the recipe name in lowercase in a sans serif white font.
• Since I would like this recipe to be quite summery, I will use a combination of bright colours that remind
people of summer. This recipe might use a lot of tropical fruits in it so I will use colours that remind
people of the beach (blue and yellow)
• The audience of this card will be primarily teenagers and young adults as the food will be quite hip,
fruity and wild, representing the generation well.
• I will place the Veg Soc logo in the bottom left above the main image, and include taglines just below
the main recipe name, including number of servings and estimated prep time.

8. Feedback 3
What do you like about the idea?
I like the idea of the image covering the whole front page as I think this fits in quit well with the
sleek modern style as does the decision to have the title in all lower case. I think the idea of
having wild recipes is cool and will attract a younger audience and the colour scheme of bright
summery colours is also perfect for your target age range.
What areas of the idea could be developed?
Depending on what colours you use it may make the sleek modern look not be as effective as
quite neutral stony colours are often used in these designs. Maybe keeping the colours down to
two or three will keep it looking slick and sharp.
What do you find interesting about the idea?
I really like this idea and think it works very well. All the themes and recipe ideas fit in perfectly
with the target audience.

9. Idea 4
• For this idea the cards will all be themed around classy posh dinner parties. The cards will be targeted at
an older, upmarket audience and could include quite a deep, regal colours to portray the “fine dining”
sense I would like the recipes to give off. The cards could feature graphics such as foliage or knives and
forks etc. to add some depth and interest to the appearance of them.
• The cards could feature a section suggesting vegetarian friendly wine that would make a good
accompaniment to the recipe on the card.
• The set could feature a card suggesting fun themes and party games/entertainment suitable for a dinner
party.
• Targeted at a slightly older age range who may be more interested in hosting a dinner party (25-40).
• Fancier card design, could incorporate varnishing or die cutting to enhance this look.
• Simple but detailed instructions, recipes may be quite complicated.
• Could do recipes for all three courses or just concentrate on main and dessert (the 2 most popular from
our questionnaire).

10. Feedback 4
What do you like about the idea?
I like the idea of a more luxurious theme to general recipe cards along with the inclusion of wine
recommendations. The style given is consistent, classy and sounds like it would work extremely
nicely with some carefully chosen recipes.
What areas of the idea could be developed?
Due to the style of the cards I think that there is a larger potential audience locked out due to the
fact that they may be put off by the more mature theme. Could try to downsize slightly and add a
more homely twist to appeal to more people.
What do you find interesting about the idea?
As said above I think the wine recommendation idea is cool and unique, and would suit such a
style very effectively and appeal to more mature diners.

11. Idea 5
• This set of recipe cards could be designed for people who do not believe they have enough time to eat
healthily or to eat a proper, varied, vegetarian diet. The cards could be titled “recipes in a rush” or
something along those lines and feature graphics such as lighting or speed trails that all have
connotations of speed .
• The colour scheme should be bright and crisp something that will also connote speed.
• Recipes that could be included in this set could be burritos, wraps, sandwiches, salads and pastas- all
meals that can be made in a short amount of time.

12. Feedback 6
What do you like about the idea?
This idea has a clear intention and the choice of recipes reflects that well. I also like how the
design motifs add to the speedy aspect of the recipes.
What areas of the idea could be developed?
This design has quite the niche audience of people who lack time, so you could talk about where
you could market these.
What do you find interesting about the idea?
I find the style and consistency of this design very well thought out and unique, appealing to a
niche.

13. Idea 4
• Indulgent Meals.
• Recipes to turn the conception that vegetarian food is healthy on its head.
• Could be good for introducing non-vegetarians into a new way of cooking and
eating that many people believe is boring and bland.
• Photos in the recipe should concentrate on sections of the food that look tasty
and not on the vegetables themselves solely as many of the recipe cards I’ve
seen do.

14. Feedback 6
What do you like about the idea?
I like how this is a simple straightforward idea and can be adapted to suit all
age ranges, whether they are going to school or work. The ideas of what kind
of food will be in these recipes is solid.
What areas of the idea could be developed?
Could talk a little more about the presentation of this idea. Would any special
printing techniques be used, what colours would be incorporated in this
design, and where you might place pictures?
What do you find interesting about the idea?
I like how this idea is friendly for all ages as I have said above, and I like how
you have made considerations for how you could accommodate to fit them
differently.

15. Idea 7
• Packed lunches.
• Ideas of lunches that can be made to take to school, college, university or work?
• This can be limited even for non-vegetarians so new interesting and varied
vegetarian packed lunch ideas could be good.
• Could target parents making lunch for their children or people wanting to make
packed lunch for themselves.
• Design could be quite fun and colourful if designed for parents cooking for child
as it could then appeal to both parent and child who may want to help.
• Could target students and include food that they will want to eat at affordable
prices. The design of the cards could be quite cool and done in a way that will
attract an audience of younger people.
• If targeting adults who work the recipes may change and a more formal style
may be good for the recipe cards.

16. Feedback 7
What do you like about the idea?
I like how this is a simple straightforward idea and can be adapted to suit all
age ranges, whether they are going to school or work. The ideas of what kind
of food will be in these recipes is solid.
What areas of the idea could be developed?
Could talk a little more about the presentation of this idea. Would any special
printing techniques be used, what colours would be incorporated in this
design, and where you might place pictures?
What do you find interesting about the idea?
I like how this idea is friendly for all ages as I have said above, and I like how
you have made considerations for how you could accommodate to fit them
differently.

17. Summary of Feedback
What do you agree with from your feedback?
I agree that my wine idea for the dinner party cards is good but that it does alienate
younger audiences who are below 18 and does appeal more to more mature people.
What do you disagree with from your feedback?
In my feedback for the recipes in a rush idea I disagree that people who lack time are a
particularly niche audience as I believe that there are many people who’s diet and
health is shaped by not having, or not thinking they have enough time to eat well.

18. Idea Evaluation
Which idea that you came up with is your favourite and why?
The favourite idea that I came up with was the one based around posh dinner parties
because I liked the idea of the suggestion of vegetarian friendly wines and I believe
the idea fits in with our target audience well.
Which idea, that your team came up with, is your favourite and why?
I think the idea I like the most that our team came up with was the one Henry thought
up themed around fresh spring/summer seasonal food. I think his idea was the best
thought out with a lot of detail in how he wants it to look and why.

19. Developed Idea 1
x

20. Treatment for idea 1
Idea Treatment:
Theme:
My recipe card will be using a combination of greens and earthy browns in order to create a very natural looking recipe card that
resembles bark and foliage. This will tie in to the theme of Spring and how it brings in fresh new colours and life, which I hope to reflect in
my card and the recipe itself. The recipe that will be contained in the card will be using a lot of green vegetables and brightly coloured
fruits, or maybe a combination of both. I would prefer it to either be a starter or main course like a salad, which I believe would fit best
into the theme of the card.
Audience:
I aim to target a generally female audience over a wide age range (18-34), creating a recipe that is easy to make. My card will use clear,
bold colours with a lot of white space as well as short simple instructions with highlighted figures and measurements for the recipe.
Production Methods:
For this card I hope to use a combination of recycled and biodegradable vegetable inks. For protection I would like my card to laminated
using a biodegradable laminate.

21. Assessment of final ideas
Suitable for audience?
The card suits the audience well as the natural theme and use of bold colours and
balanced white space fit the wants of the audience. The proposed use of short simple
instructions is also preferred by the target audience.
Suitability for client?
The design fits the brief well using biodegradable and recyclable products ads the client
requests and it is protected using laminate.
Appeal of the design:
I think the design is very appealing as it all ties in very well with the theme of spring using
the natural colours and motifs of leafs and bark running through. The fresh look of the card
and colours used in it reflect the proposed recipes.
Timescales for production:
I think the recipe card will easily be produced in the three weeks given and there isn’t
anything I can see that would take a particularly long time and hinder the progress of the
production process.
Cost of any specialist work (laminating, varnishing, die-cutting):
Prices for the more specialist materials you have proposed to use in order to please the
client may be slightly higher. These products are things such as biodegradable paper, ink
and recycled laminate.
Practical to produce in large runs?
I believe the product should not cause any problems if being produced on a large scale as there is
no overly complicated or different production processes involved.

22. Developed Idea 5

23. Developed Idea 5 continued
Possible Quick meals.
The quickest tomato sauce- http://www.jamieoliver.com/recipes/vegetables-
recipes/the-quickest-tomato-sauce
Roast veg burrito- http://www.yummly.com/recipe/Mini-Roasted-Vegetable-Burritos-
513339?columns=4&position=1%2F75
Vegetarian Club- http://www.bbcgoodfood.com/recipes/2555/vegetarian-club
Japanese noodles- http://www.bbcgoodfood.com/recipes/2253641/japanese-noodles-
with-sesame-dressing
Vegetable Stir Fry- http://www.channel4.com/programmes/gordon-ramsays-f-
word/articles/all/chicken-and-vegetable-stir-fry-with-noodles-recipe

24. Fonts for idea 5

26. Treatment
Idea Treatment:
Theme:
- ”Recipes in a Rush”
-Quick and easy recipes for vegetarians on the go.
-Meals that can be made in around 30 mins.
-Things like burritos, sandwiches that can be eaten on the go or light meals such as pasta, salads and stir-fry's that can be eaten
quickly and not sit heavy on the stomach.
Audience:
-Teenagers and Young adults
-Students
-Workers
Production Methods:
Recyclable and biodegradable products and use a recycled plastic pouch for all the cards to fit together rather than laminating each
individual card.

27. Assessment of final ideas
Suitable for audience?
As your idea fits in with the idea that students and workers have little time to prepare
extravagant meals, I think your idea works well in combination with this. It is unique and
well thought out.
Suitability for client?
Your idea uses biodegradable inks and paper which matches with Veg Soc’s brief. They
also asked for vegetarian recipes which you have catered for.
Appeal of the design:
Your design of quick and easy recipes is unique, nicely thought out and well constructed,
with lots of ‘speedy’ motifs like your choice of font and shapes in the design.
Timescales for production:
I believe that your product should have enough time for production in the allotted time
frame. You are not using an special cutting techniques like die cutting so this has saved you
time with printing.
Cost of any specialist work (laminating, varnishing, die-cutting):
Costs may arise from your choice to use biodegradable ink and paper, which are more
expensive than their counterpart. Also, creating a pouch for the cards may also create
some bigger costs for production.
Practical to produce in large runs?
Since your product doesn’t use laminating or any other printing techniques it will be a lot
easier to produce this in large quantities. However, the pouches they will be held in may be
expensive to manufacture/purchase and to get them distributed.

28. Assessment of final ideas
Available resources:
The choice of biodegradable material may be harder to source and so may cause a slight
problem.
Quality factors:
You should carry out a few practice runs to ensure that everything is going as planned with
the production before progressing to production on a large scale.
Legal and ethical issues:
Any recipes you use that are someone else’s must be credited and you must seek
permission. The same goes with images and any other secondary content. Content of your
recipe card must be checked to make sure that nothing is offensive or illegal. The recipes
must also be checked to ensure they are vegetarian and all the ingredients are vegetarian
friendly.

29. Final Group Idea
If it can fit within the recipe, we will also be
implementing the vegetarian wine idea from the
dinner party initial idea.

30. Final Treatment
Idea Treatment:
Theme:
My recipe card will be using a combination of greens and earthy browns in order to create a very natural looking recipe card
that resembles bark and foliage. This will tie in to the theme of Spring and how it brings in fresh new colours and life, which I
hope to reflect in my card and the recipe itself. The recipe that will be contained in the card will be using a lot of green
vegetables and brightly coloured fruits, or maybe a combination of both. I would prefer it to either be a starter or main course
like a salad, which I believe would fit best into the theme of the card. I will also be including a suggestion for vegetarian wine
to go with them meal itself.
Audience:
I aim to target a generally female audience over a wide age range (18-34), creating a recipe that is easy to make. My card will
use clear, bold colours with a lot of white space as well as short simple instructions with highlighted figures and
measurements for the recipe.
Production Methods:
For this card I hope to use a combination of recycled and biodegradable vegetable inks. For protection I would like my card to
laminated using a biodegradable laminate.

31. Rationale for final idea
Explain why you have decided to go forward with your chosen idea.
We decided to go with this idea because we believed it had the strongest theme out of
all the initial ideas, and we found that it was easy to implement the vegetarian wine idea
from the dinner party initial idea. It was also thought to be the most well rounded, with
all the themes and motifs tying in to the recipes and the design itself.