AAA student design wins Foodcorp Design Challenge 2012

8 Mar 2012

On the opening day of the Design Indaba Expo, the Foodcorp Design Challenge 2012 announced its winning student entries. Challenged to engineer packaging, marketing and advertising concepts for local blue chip brands, Yum Yum Peanut Butter, Glenryck Pilchards, Ouma Rusks and Mageu Number 1, the first prize went to the AAA's Tanya Reyneke.

AAA student design wins Foodcorp Design Challenge 2012

Reyneke is a second-year student at AAA School of Advertising. She won an Apple Mac laptop, R5000 plus R10 000 for her school, AAA (JHB), for her Yum Yum peanut butter packaging design.

Judged by Mike Schalit, co-founder of Net#work BBDO, Pepe Marais, executive creative director of Joe Public and graphic designer Richard Hart, co-owner of the design studio Disturbance, the competition finds the best design, based on originality, creativity, appeal and purchasing power. Students were asked to go beyond mere visuals to think about the brand's overall packaging, marketing and advertising.

Appealing and practical

One facet of her award-winning idea evolved the traditional bottle packaging into a clever squeeze-tube. Not only does this packaging concept make peanut butter an appealing and practical lunchbox snack, it makes the brand easy, fun and tactile for young children. It is also more hygienic as the design prevents breadcrumbs from getting into the product.

Reyneke also suggested making each branded peanut butter flavour a different character, ensuring that their products are easy to identify.

Marilyn Du Toit, AAA graphic design lecturer and Constance Smith, AAA copywriting lecturer selected the Yum Yum campaign for their students as they felt it best represented the principles covered in the second year curriculum.

"Practical solution"

Clive Loxton, creative faculty head from AAA comments, "It's extraordinary for a second year student to win such an award at the Design Indaba. We're extremely proud of her talent and dedicated work ethic."

Pepe Marais selected Tanya as an outright winner during the first round, commenting, "Her idea is simply outstanding - being able to squeeze product from a tube is also a very practical solution." Richard Hart described her idea as a "flash of brilliance" as it relied on the magic ingredient of creativity, "a simple, powerful idea."

The second prize of R5000 went to Levi Tango from the Cape Peninsula University of Technology for Glenryck Pilchards redesign and the third prize of R2000 each, went to Inus Smuts and Leon Bester, also of CPUT, for Ouma Rusks 'Whenever Forever' advertising campaign.