Reflecting on the deconstruction from the concept stage we can see that all the concepts are strong within their own rights however there are some which are more specifically linked to the consumer. Both chemicals and tech deck draw more obvious links to the media that the consumer already interacts with. Killer cards takes a more so realist yet simple approach whereas the tech deck incorporates more energetic and vibrant imagery. We know that it’s going to be important for us to test these concepts on the consumer but as a team we have a hunch that the tech deck will be of the most visual interest to the consumer. Although there are many outcome possibilities attached to Playful Rainbow it may stray too far from DMY current branding identity and the type of visual codes that the consumer will be attracted to.