The Brief

OKAY! Not a great selection this year with the YCN student award briefs, so I've decided to go with the most fun sounding of the lot.. BEAR! They want a new look of their alphabet series on the back of cereal boxes.

"In the Project Pack you'll find some examples of our current eight pack backs, along with the their dimensions. We'd like you to produce new back of pack designs in line with the information above. You can produce as many designs as you see fit to demonstrate your thinking."

• It’d be really bold, brave, gruff, simple and fun.

• It would be iconic.

• It would really make the alphabet letter the hero on pack.

• It would be really educational or crafty in a non-scholarly way and fun for kids, helping them to learn without realising that they were doing so.

• It won’t talk down to kids and ideally would thrill and entertain adults too.

• It would be enjoyed more for more than one breakfast sitting- kids spend a lot of time reading the back of boxes over the course of a week, how can we keep them entertained?

• It would mark us out as being a brand that really loves its consumers.

http://www.ycn.org/awards/ycn-student-awards/2013-2014/briefs/bear