Creative Journal Assisgnment One by Raymond, Melissa Jane - raymj004

Experience Garden & Field Vineyard Produce

raymj004 — 2021-03-13 08:01:17 UTC

Join us for a tasting plate of home grown produce with a glass of handcrafted wine. The vineyard is within arms distance from your first sip.

Your taste buds will be tantalized with seasonal, organic produce and flavours only the freshest ingredients can create.

A short drive from the center of the Barossa, you will find the Garden & Field Vineyard is a destination to take you away from a busy city life. Be captivated by the rolling hills and countryside locked seamlessly within the vineyard landscape.

You'll be welcomed by the family to enjoy the space as you wish. Take a stroll through the cottage gardens, or a walk amongst the vines, and lastly unwind with a wine tasting and platter with seasonal produce to end the day.

View the website for more information;
www.gardenandfieldvineyardproduce.com
Bookings preferred for your welcomed arrival!

Photo: Melissa Raymond

Food & Wine - Master Class

raymj004 — 2021-03-14 02:29:20 UTC

Food and wine is a combination that transforms an essential survival item into one of luxury. It can bring people together by shared experiences and time to relax with a plate of delicious love.

At Garden & Field Vineyard, our food and wine masterclass's are the perfect way to sample the array of produce.

Photo: Melissa Raymond

Target Audience

raymj004 — 2021-03-14 02:32:28 UTC

Australian Bureau of Statistics (ABS) 2013, Household wealth and wealth distribution 2011-2012, cat. no. 6554.0, ABS, Canberra.
<https://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/6523.0MainFeatures62011-12>.

The main target audience chosen are food and wine appreciators looking for weekend experiences and luxury products. Ideally they will value products produced sustainably with an appreciation of an outdoor environment. The aged bracket will be within Australia between 45–65 years old. This age group measures high household wealth and a greater capacity of wealth distribution.

My research has selected this age bracket as they are the main consumers seeking luxury food and wine experiences, which have more disposable income per person.

Academic Resources & Annotated Bibliography

raymj004 — 2021-03-14 04:53:02 UTC

Harvey, M, White, L. and Frost, W. eds, 2014. Wine and identity: branding, heritage, terroir. Routledge, pp. 6-7.

This source identifies key concepts to construct a brand logo and the importance of content within the image enabling connections to the target audience. From this source this I have included a visual image of the brand products, by placing a wine glass next to a plant which showcases what the brand offers - wine and food produce.

Peris-Ortiz, Marta, Del Río Rama, María de la Cruz & Rueda-Armengot, Carlos 2015, Wine and Tourism, 1st ed. 2016, Springer International Publishing AG, Cham, pp.42-43.

This source discusses the connection to a region and it's terroir by food and wine experiences. The source identifies the importance of destination marketing and the value it adds when linking a product directly to the rural site.
I find this source powerful as the brand I have created offers food, wine and consumer experiences, with masterclasses, wine tastings and vineyard tours. I feel all these elements will find a special connection to the consumer.

Bhaskaran, Suku, Polonsky, Michael, Cary, John & Fernandez, Shadwell 2006, ‘Environmentally sustainable food production and marketing’, British Food Journal (1966), vol. 108, no. 8, pp. 677–690.

This journal interviews consumers and discusses how brand marketing can be confusing; in this case organic/environment source products. For the Australian consumer, it is noted they may not value an ethically or sustainably produced product highly, and may not wish to pay a premium price.
I find this study vital in the brand creation, as I need to ensure the brand delivery focuses on a niche audience who appreciates a hand-crafted product and is willing to invest a premium price to enable long term survival for the wine brand of Garden & Field Vineyard Produce.

SoundHealingBali 2020, Returning home to mother earth and natural music, video, YouTube, 7 April, viewed 2 April 2021
.

The emotional connection which has inspired me with this youtube video, brings a sense of place - terroir and a link to the environment. The music relaxes the mind, almost meditation like, but opens the channels for a spiritual connection to the earth and therefore, the products. With emotional engagement taken from the music, I feel it would capture a target audience, with similar values and appreciation.

Rollingball Productions 2016, Brokenwood Wines Commercial, video, YouTube, 23 June, viewed 2 April 2021, .

This video captures a journey of the wine brands story. Beginning with dirt, the dust and the people, before a visual scene at height of the vineyards which is impressive. The tone is foggy with a mysterious feel before the story begins to engage an emotional connection.
This is a inspiring source as it shows a rural place, a family wine story and the people which make it happen. From this source I am able to see how connecting the environment to the people and products is woven through a video story.

Pol Roger Portfolio 2020, Celebrates 30th anniversary, video, YouTube,

2 November, viewed 2 April 2021, .

This source is the ultimate wine brand of luxury. The video source is a short 30 second snippet only showcasing the liquad products Pol Roger creates. The text is brief and clever as it captures the year the brand established (1836), the product and vintage with label images used as the text (whisky, Tokaj, Champagne) for the target audience and finishing on an over-write text describing what the video is about - Celebrating 30th years.
The music adds a fresh and happy feel with a light and simple emotional mood captured.
From this source I plan to link emotional connections through music, bright and soft lighting settings with the imagery capturing some live footage. This inspires me that creative and engaging content is achievable within 30 seconds.

Food Connects People

raymj004 — 2021-03-14 05:02:42 UTC

Through various regions of the world food and wine connects people. It brings joy through social gatherings and links us to a region in which the food and wine was created.

In this video, Rick Steins discusses how the Australian food culture has evolved and is now more sophisticated than ever. This source inspired me by how the gathering of friends and family with food and wine creating a luxurious experience. I found the video interesting and enabled a creative flow of thoughts by listening to the stories of the past and how the food and wine experience have changed today.

BBC A Cook Abroad Series 2016, 1 5of6 Rick Steins Australia, video, YouTube, 15 June, viewed 14 March 2021,
.

Garden & Field Vineyard Produce

raymj004 — 2021-03-22 04:46:31 UTC

Home grown and handcrafted on the family estate. Our produce has been made with tender loving care. Inspired by the landscape, soils and natural environment in which the Garden & Field range has been carefully created.
We value nature and believe in a sustainable approach to create products for today but a focus on traditions of the past.
Visit us and take some time to sample the array of wines in the tasting room. Or for an in-depth learning and tasting experience, join us for a masterclass and meet the maker.

Click here to find out more!
Photo: Melissa Raymond

Non Alcoholic Beverages

raymj004 — 2021-03-22 05:01:03 UTC

Garden & Field Vineyard Produce also offers delicious fruit cordials, just like yesteryear - 100% homegrown with natural sweetness. Enjoy with spring water or add sparkling water for some extra fizz.

Please allow 7-10 days for delivery, or
Visit us at the farmgate.

Shop: www.gardenandfieldvineyardproduce.com
Photo: canva.com, design Melissa Raymond

Shop Online

raymj004 — 2021-03-22 05:03:00 UTC

For your convenience you can now select all your pantry produce items via our online store. These delicious homemade jams have been grown in the gardens onsite.
Shop: www.gardenandfieldvineyardproduce.com
Visit:
Farm Shop: Open 10.00am - 4.00pm Daily
Photo: Canva.com, design Melissa Raymond

AIDA Process

raymj004 — 2021-03-26 05:04:58 UTC

Attention: My aim is to capture the Garden & Field Vineyard Produce brand offerings and experiences into a 30 second video. It will be fast and engaging with the aim to capture an audience who wants to engage more with the brand.
The emotion I will use to connect to my audience will be - Happiness!

Interest: I will focus on capturing an audience who enjoys and appreciates luxury produce sourced directly from the farmer. As the product is made in limited production and very hand's on, I will ensure it has a connection to the landscape in which it has comes from.

Desire: The story and product captured in the Garden & Field range, will connect with consumers who want a little piece to take home from the vineyard.

Imagine a jam which has had the fruit hand nurtured from the garden to make a beautiful sweet jar of deliciousness. The best part of visiting means you can purchase direct from the farmgate and enjoy it at home knowing the place where your purchased the product has been created with ultimate care and love.

Action: After viewing the video consumers will connect with a brand who has shown how and where a product has come from. The video will capture beautiful moments from the creation to the making of the products.

The video will end with a caption inviting people who find out more with a
'Visit Us' page.

Treatment

raymj004 — 2021-03-26 05:06:20 UTC

Garden & Field Vineyard Produce is a short film to cover a snap shot of life, products and experiences the viewer will be able to emerge themselves in when visiting.

Beginning with a countdown 3, 2, 1 to capture the audiences attention, the 30 second film will begin with a Visit Us This Weekend text, and a snap shot of images briefly showing the offerings.

The video will then digress into a selection of experiences, followed by the products created. The video will close with details of the brand logo and a variety of ways the viewer can make contact to visit and purchase the product.

Reflections On The Mind Map

raymj004 — 2021-03-26 06:33:35 UTC

I have created a product which features
a beautiful collection of pantry items and traditionally hand-crafted wines.
The mind map creation has enabled an explosion of ideas with creating offerings within the brand structure.

By adding experiences to the consumer allows them to decide if they wish to engage more with the brand. It also offers a place to connect by meeting the makers and experiencing a vineyard life along with tastings and sales.

80 Possible Things To Promote

raymj004 — 2021-03-28 07:32:07 UTC

1. Shiraz grapes in the vineyard

2. Preservatives in food

3. Are celebrities products

4. Soil – where all products begin

5. Tourism images – a picture says 1000 words

6. Destination marketing

7. Let’s make red wine

8. Product – wine and food products

9. From garden to plate, growing the basic food items

10. Making tomato sauce from home grown produce

11. The yearly cycle of a vineyard

12. Beneficial insects of a vineyard

13. Is there such a thing as a vegan wine

14. Multi-regional Shiraz wines

15. Plants and the changing phases of the moon

16. Modern day marketing

17. How labels can make your choice

18. Sustainable, biodynamic, organic, conventional, non-conventional….

19. Bees and a healthy habitat

20. Mental health, are our modern day lives worse than ever

21. Tea houses, a new business venture

22. Modern day etiquette classes

23. Re-inventing low sugar drinks

24. Restaurant kids menu selection

25. Restaurant choices; mini entrée, entrée & main

26. Food gardens for all people

27. New cat laws – desexing, micro chipping and licensing for breeders only

28. Animal friendly garden design

29. New food preserver which keeps food fresh without refrigeration

30. Lunch boxes that keep your food at a selected temperature

31. A home biscuit barrel that is coded for access.

32. A remote for the kitchen kettle

33. A bread maker that has memory for individuals without setting each time

34. Remote control shopping trolleys

35. Automated pet feeders for farms

36. Designing a country garden with no water

37. Automated garbage disposal direct from kitchen to waste bin

38. Reading glasses that can be computerised.

39. Cafes with pre-order options (SMS)

40. Architecture app to design your own home/building

41. Fit bit to advise of individual nutrition requirements

42. Washing machines that disperse laundry liquids/powders. Top up when alerted

43. Microwaves that keep pastry crispy

44. Ice buckets that are made of glass ice cubes; just replace in the freezer for next time

45. Wine pourers that are inserted as an attachment to wine bottle closure

46. Soft drinks that don’t go flat once opened when lid is returned to close position

47. All business who make a non-degradable product to pay a high tax

48. Plastic products regardless of recycling to pay a licence fee to governments

49. Companies who create biodegradable products to receive tax credits or incentive for creation

50. The all new vehicle; runs off salt water

51. A website app to alert people of convicted felons

52. Automated vehicle start up key app, to select ideal temperature within a few minutes

53. Car alarm set to individual phone app to activate when vehicle is lost in a carpark

54. No appointment GP’s, hairdresser computer app

55. Pet Café - weight watchers delivered to your door

56. A thermometer to measure when you egg is soft boiled or hard boiled

57. Modern day pharmacists – drop box for script and after hour collection boxes

58. A new invention – sonic radar to keep flies at bay. Farmers are smiling again!

59. Invent a new cereal for breakfast

60. Snake deterring shoes; sonic radar deters snakes from a distance

61. Cat collars to maintain your pet and control wondering from homes

62. A business that prof reads documents with documented feedback

63. A bakery that makes it’s own bread!

64. Invention of a tablet to maintain natural hair colour – hairdressers outraged!

65. Create a social media page for ideas on school lunches

66. Reinvent cafes with libraries

67. Shoes for pets when walking (hot weather, prickles)

68. A new pet brush that removes malting fur when brushing

69. Website App that offers home lessons with learning a musical instrument

70. Surveillance detector for shop and school entrances

71. Ethical star rating for clothing lines

72. Lap top and phone cases that charge without power required

73. Product star rating guide for environmental products

74. A new invention; a broom that magnetically draws dust and particles

75. Tea and coffee cups that maintain a set drinking temperature

76. Invent a mini washing machine and dryer all in one – just for your socks and jocks

77. Uber eats for your pets and yourself

78. Pet tracker microchip which enables the owner to navigate via a phone app

79. Shoes with removeable heels

80. A non-breakable wine glass that is made from glass; at worse it shatters as one object not in a million pieces.

Chosen Topic/Product /Message

raymj004 — 2021-03-28 07:33:11 UTC

My chosen item to promote is a luxury food and wine product to be known as 'Garden & Field Vineyard Produce'.
All wines and pantry shop items will be grown on the vineyard estate. By utilizing the home grown produce and hand making them on site, will showcase a sustainable, family operated boutique business, which captures a niche audience seeking a connection to products.

I have selected this as my passion is looking after our own vineyard and growing food items for our pantry.
The happiness I see from people when offered a bottle of wine or a jar of my home made jam, is the product brand I am about to create.

Garden & Field Vineyard Produce Mind Map Creation

raymj004 — 2021-03-28 07:57:49 UTC

Tone

raymj004 — 2021-03-30 00:22:48 UTC

By implementing a soft and neutral colour scene with images will enable a strong visual connection for my desired target audience.
The audience I plan to capture appreciates natural products sourced from the rural environment it has been grown in.
For the music choice, I will select a happy tune and something which emulates the outdoor environment; relaxing, clean and natural.

Fonts/Typography

raymj004 — 2021-03-30 00:26:30 UTC

GCFlearnfree.org 2016, Beginning Graphic Design Topography, video, YouTube, 11 August, viewed 4 April 2021
<https://www.youtube.com/watch?v=sByzHoiYFX0>.

The typography I have selected for the video and brand logo is using the text format of 'Aprila Bold', also known as a Serif style font. It depicts small added attachments to the text letters portraying a non-modern or traditional style in the typography.

This source discusses the importance of text as it will attract the correct target audience and will demonstrate a clearer connection to the brand product.
From this source I will ensure to minimalize text wording as the creative format may increase confusion with the audience due to the added curves placed on the text letters.

TEDxUofM 2016, The Power of Typography Mia Cinelli, video, YouTube, 20 April, viewed 4 April 2021
.

This video source discusses the relevance of text font and style in which it is published can have various meanings; positive or negative.
When introducing the Garden & Field Vineyard Produce brand, I will ensure from the first few seconds the video captures an atmosphere which denotes a clam, gentle, natural and nurtured product.

TEDxManhattanBeach 2016, The Power of a Hashtag Ramaa Mosley, video, YouTube, 15 December, viewed 4 April 2021 .

From the beginning of this video source I was engaged. The tone and colour palette captured my attention within seconds. The backdrop is dark denoting a serious emotion and the red carpet the speaker stands on resembles power. Her voice is low and soft and the subject of the video is mentioned at the beginning - the hashtag.
This source demonstrates the power a hashtag adds when included to social media avenue and will achieve greater audience exposure.
The hashtags chosen for my video will be the following key words; #foodandwinelovers #vineyardexperiences #handcrafted #familywines #luxury #premiumwines #naturalboutiqueexperiences #southaustralianwines

Colour Palette

raymj004 — 2021-03-30 00:54:46 UTC

I selected this colour palette as I wanted to introduce the brand with elemental features to visually capture the audiences attention. I feel the tones selected will engage with consumers who are inspired by outdoor environments and ideally, the products created within them.

Green resembles plants from the vineyard and garden, new growth, energy and is a calming colour for relaxation.
Blue is a spiritual colour and forms the sky, offering a connection to place, it is the creator of all life.
Deep Red is a food colour and links the wine product to red wine grapes grown in the vineyard.
Brown is the colour of soil/earth, the engine to create all products.

Initial Thoughts

raymj004 — 2021-04-03 04:20:53 UTC

This is an exciting and challenging task I am looking forward to researching. Previous experience in relation to the padlet, has involved website creation and wine brand marketing but not building the html.
I am looking forward to allowing my creative thoughts to develop on a published page, and although the video is exciting I feel quiet anxious to be able to produce the content I am envisaging.