Thanks for the post guys – and for your nice comments.

http://www.thedieline.com

Stage 1.

Deception – Discredit the other days.

Stage 2.

Positive Affirmation – Tell everyone I know how much I love Mondays. Even when I don’t.

Stage 3.

Promotion – Give money away on Monday. It will be known as Moneyday.

May need more thought.

My lovely Fiancée and I decided to make a scrumptious jar of homemade lemon curd for our wedding invite. We found a recipe. Bought the jars. Then got the right lids and string.

Every one came with a little booklet (made from recycled paper) aimed at each individual recipient. It came full of useful tips such as “It’s approx 3½ hours in a Silver Hyundai Accent from West London.” As well as having hotels, directions and the cake competition we plan to hold on the day.

The challenge was then hand-making 60 of the buggers, not to mention hand delivering them. Tasty though – yum yum.

Entrepreneur and publisher Henerietta Morrison came to Albion with a new idea. Dog food (and cat food). But not any old dog food. Dog food that is actually made from good cuts of meat and nice healthy veggies for your dog. All stuff that makes them smell better and live longer. No more slurry, ash or bits of carcass.

I reasoned a couple of things:

1. Your dog is part of the family so why would you feed them bits of hoof.

2. This stuff was proper pet food. The way it should be.

So after developing the strategy of “Proper Pet Food”. We used Henrietta’s own dog, Lily, as the starting point (after all she is the inspiration for the product in the first place). I then worked with Natalie Ranger and Joe Holt to create a new dog food brand for her.

Lily’s Kitchen: Proper Pet Food. Just tells people what it is, straight, simple and down to earth, with a hint of premium quality. It has a confidence that others can’t contend with. Once that was in place Joe and I created the branding and art directed the packaging. Making sure it all hung together and was easy to see on the shelf.

We wanted it to feel modern but have a timelessness to it. Something that says: “The food in this tin is quality” without resorting to pictures of the food or the usual big dog face.

After visiting an exhibition of hers we then asked illustrator Petra Borner to take our concept and produce a lovely illustration for it (as she has a nice down to earth wood cut style). Which she did. We then coloured each flavour, using certain colours to stand for certain foods, developed a logo and some organic icons for it.

We created a little country to the city story on the packaging and made sure it was not like any other dog food on the shelf. Joe developed the illustration so it ran continuously around the tin. It was then printed in water-based inks on lovely recycled stock

It was a fun project and I think we ended up with something category breaking. It’s now being sold in over 20 outlets, and sold over 70,000 units in the first 7 weeks. We’re now just holding out for being able to create a website aimed directly at dogs next!

The new single from The Feelers – Like The Best and Beautiful Feeling we have a specially made patch.

I’ve just finished the album release for The Feelers Best Of album, along with Matt Gibbins. We knew it was celebrating 10 years of The Feelers so we developed the patch concept to give it a real visual language.

Alongside this, The Rock radio station asked fans to write in with their favourite moments from the last 10 years to help inform the work.

The cover opened up into a poster so you could effectively fold it to choose your favourite image.

Each patch is a story from the last 10 years that fans could decipher. It allows us to take the language into singles and posters and merch.

As with all the releases the typography was made from sewn type.

or a blog post about what’s going on with the Shoreditch WiFi. Cheers.