Design Brief

Overview

• The box must be able to withstand its traditional recognizable look while relaying organized information. Containing the flavor choice and the ingredients. Also be able to easily relay nutrition facts and instructions on how to cook the product.
• Middle and lower class individuals with an income of  $10,000- $95,000. Civilians that live in a metropolitan area.
• They have 5 pillars of success (Passion for flavor, Power of the people, Taste you trust, Inspiring healthy choices and delivering high performance).
• A well read energetic design that embodies the aesthesis of the culture, entices the viewer to not only engage with the package but also eat the food.
• New Orleans culture, (recognizable color palates and imagery).

Define The Problem

• Dull appeal, would only appeal to someone who is familiar with product or looking for this specific product. There is no hierarchy in the type helping the viewer figure out what is important. The type is overwhelming and all in one spot.
• Very straightforward and easy to read. Have a lot of repetitive elements in the design. Has a realistic image on the front. Type is big and legible but there is no hierarchy.
• Totino's (Pizza rolls), Hot pockets, Healthy Choice, Lean Cuisine, El Charrito
•  Eye level in the frozen dinner section.
• Hand illustrations, realistic photo imagery, and pattern making will be the motive techniques used in creating the imagery. 

The Market Segment

• Zatarain’s (frozen Dinner)
• The hungry individual looking for a quick and easy meal to cook. Middle or lower class students that are looking for a quick cheap meal, when parents are unable to cook from late working hours. Middle or lower class college students that stay up all night and do not have the time to cook a meal. Or looking for a quick cheap meal that they can squeeze in between classes. Also the college student that does not have a lot of money looking for a meal. Middle or lower class young Adults looking for a cheap lunch meal at work. The middle class young adult that does not know how to cook but is looking for something to eat. Middle or lower class Adults with little money looking for a quick meal. Or the Adult that does not know how to cook. 
• Male and female from age 15-65. Middle and lower class individuals with an income of  $10,000- $95,000. Civilians that live in a metropolitan area.
• Students with little time to cook because of school. Lazy people looking to avoid cooking. With the habit of buying fast food and wants to convert to cooking slowly. Impatient people who cannot wait to cook something or for something to be delivered. But have the habit of getting frozen dinners and was looking for something new.

Research

• http://www.mccormick.com/Zatarains
• "Jazz it up with Zatarains"
• https://twitter.com/Zatarains (@Zatarains)
• http://instagram.com/zatarains
• https://www.facebook.com/Zatarains

• Every flavor discovery, innovation and surprise we create is developed to answer the question: “Will this make food manufacturing companies, world-class restaurant chefs and kids who can’t wait for dinner sit up and say ‘Wow’?” The people at McCormick make every effort to find the perfect flavor for the best graduation dinner, marriage proposal appetizer or backyard family bbq anyone’s ever had. Our heritage and culture see to it. 

Creative Objectives & Goals

•      Bring enticing, energetic and excitement elements while keeping its traditional culture embodiment. 
•      Logo, image of the product, net weight, expiration date, nutrition facts, Ingredients, instructions, barcode and URL.