Part 5: Exercise - Writing a Rationale

Client: Sainsbury's

Brief: Create a piece of design or illustration for a limited edition range of Sainsbury's shopping bags.

Rationale 1:

A contemporary illustration featuring a bee hovering on an apple blossom as a repeating pattern on a white background with an apple green accent colour for the bag straps and edging. The illustration will be an eye catching, natural design, which embodies the brand values of sourcing their produce with integrity and respect for our environment. This theme also is on trend with the current popularity of bee related products.

Rationale 2:

As an expression of the brand values of being the best for food and health, I would create illustrations of four vegetables as a repeating pattern in vibrant colours, one of which I would use for the straps and edging as the accent colour and a pale green background to symbolise natural, healthily grown produce. I would choose well known vegetables such as carrots, broccoli, cabbage and parsnips.

Rationale 3:

For a Summer themed bag design I would illustrate a sprig of strawberries with a strawberry flower as a repeating pattern on a pale yellow background to symbolise the sun with an accent colour of red for the straps and edging. This would be reflecting all three of the brand values in a Summer themed design that is eye catching and cheerful.