The Feel Good
Drinks Company
Brief 1: focus on creating a new look for
our pack design Brief 2: produce a national brand awareness campaign
Make A Name For
Both Of Us
Why should you spend your time on this
brief?
1.It’s feel good... our drinks are tasty, healthy and based on previous
YCN awards they should get the creative juices flowing a little faster than
most.
2.
We’re up for a challenge...
even though our business is growing quickly, we aren’t afraid of change and
taking risks.
3.
We’ll make it real... finally
and most importantly, if your idea is good enough we’ll use it. That’s what
happened to Debbie Hulme’s Feel Good gnome animation which became an E4
campaign. A YCN winning idea will also feature prominently in our 2013 brand
plans.
The creative challenge is detailed below,
so if you want to make a name for yourself and create a CV which is second to
none, then read on!
A Little Bit
About Us
We are a relatively small, privately
owned company which makes tasty, healthy drinks. The business was started in 2002 with a range of 3 juice drinks in 375ml glass
bottles. We now offer 5 ranges including Feel Good Kids, Feel Good still
& sparkling juices, Feel Good non alcoholic cocktails and Feel Good vitamin
waters.
The “golden rules” we only use 100% natural ingredients and never
add sugar to our drinks. One major challenge we have is that consumers
aren’t aware that almost all of the supposedly healthy drinks have lots of added
sugar or artificial ingredients.
As the name suggests, our brand is all
about making people feel good. We keep things simple and quite light
hearted. We do try to do our bit and have a Feelgoodness Days volunteering
scheme for our team, along with our weekly Feel Good Fridays and our Feel Good
Fund for good causes.
The Challenge
Brief #1 is focused on pack design.
Brief #2 has
a broader scope with the challenge of raising brand awareness. So let
your creative taste buds be tickled and take your pick (if you’re feeling very
industrious, we won’t stop you doing both!)
Brief #1 - A
new look for Feel Good
We think our pack designs look
good. The designs are simple, colourful and impactful on shelf, the brand
name is clear and most people get the fact that we are offering tasty, healthy
drinks.
However there is a risk that we’re being
a little modest with our communication of some the main reasons to drink Feel
Good eg no added sugar and 100% natural ingredients. We also want to ensure
that we strike the right balance between the communication that our drinks are
healthy and having label designs which makes people smile and feel good.
We’re big fans of simple, uncluttered
pack design, we like what we’ve got but recognise that the best designs are
constantly evolving. The supporting information included in our project
pack shows how our designs have evolved over the last 10 years, we’re up for
change and would love to see some fresh ideas.
Brief #2 -
Make the nation Feel Good
The biggest opportunity in our business
is to raise awareness of our brand. We know that when someone tries one
of our drinks, they’ll give it a big thumbs up. The trouble is, currently only
2 out of 5 of our target market are aware of Feel Good Drinks when shown a
picture of our bottle.
That’s where you come in! We are looking
for creative ideas for a national communication campaign to raise awareness of
Feel Good Drinks. We need you to think big - we want to see ideas that
stop people in their tracks and make them feel good, an ear to ear grin kind of
good.
The communication objectives are really
simple: people need to know our brand name, what our drinks look like and that
our drinks are choc-full of tasty goodness. We want the communication to be
unique, memorable and very feel good. We’re up against some soft drinks
giants with very big pockets, so be brave, be cheeky if you want, but above all
be noticed!
Creative
Requirements
Brief #1 please focus on the label designs rather than the bottle
shapes. We’d like the ideas to focus on our still and sparkling juice
ranges but ideally you’d also demonstrate how your idea could be translated to
our other ranges. We’ve supplied the current brand typeface and logo, but
please feel free to change, challenge and be creative.
Brief #2 we have a completely open mind as to which communication channels we
use for the national campaign. We like outdoor advertising because it can
be confident and impactful, TV has also worked well for us in the past.
We’re big fans of digital, our Facebook and Twitter family is growing quickly
and provides the opportunity to spread our message virally. Whether an
idea works across a number of media channels will be one of the judgement
criteria, so get stretching!
Feel free to incorporate the Feel Good
Drinks logo and images of our bottles into your work where appropriate. For the
communication campaign we’d like you to focus on our small bottle still and
sparkling juice drinks. Images of these can be found in the project pack.
Target Audience
16-34 year old adults who are happy to
pay a little bit more for a healthy, tasty soft drink that isn’t full of junk.
They are an up-beat, look-on-the-brightside, sociable bunch, who like to work
hard but always find time for some feel good fun and games.
Tone of voice
PMA people - you can’t call yourself Feel
Good Drinks and be miserable! The message should always be friendly, fun, and
just a little bit cheeky. Please don’t get all serious on us now. It’s about
talking to people on their level, making a connection and making them smile.
Additional
Information
Read all about us at our site
and stay up to date with what we’re doing by becoming a Facebook
fan or a Twitter follower.
And remember, Drink Good….Feel Good!
Feel Good Drinks is keen to support
young, creative talent and will be actively looking to develop ideas
submitted for this brief. If your idea is chosen to be developed and
implemented as part of Feel Good Drinks’ marketing plans, as well as
seeing your work come to life and the publicity that will come from
this, you’ll be given full credit for your idea and will also receive
£1000.
reasons why i have chosen this brief:
to start with, i liked the sound of this brief because i have worked on a similar brief in graphic/product design a level and i enjoyed thinking of ways to re-introduce and re-design a brand, i also enjoyed working in a persuasive advertising manner.
i also like the fact that there is a huge benefit to this brief if you win- a great way to get your name out there as a designer/illustrator.
Very
Devise a campaign or concept that decodes
key style events throughout the year
Background
Created in 2009, Very is a multi channel
department store for women who are ‘style confidence seekers’. Very sells
famous brands and its own brand across 10 key categories: women’s/men’s/baby
and kid’s clothing, sports, home and garden, electricals, entertainment, toys,
gift and beauty.
Very uses celebrity ambassadors to raise
brand awareness, recall and engagement. Our current partners are Holly
Willoughby, Fearne Cotton and Jameela Jamil. Our customers use them as a
short cut to what’s fashionable, i.e. an “if they’re wearing it, it must be
trendy – how do I ‘get the look’!” mentality.
Our Positioning
At the heart of our brand is the
following statement: Very reveals the style that works for you.
Our Mission
• Compete in range, price and promotion.
• Be credible with our fashion, style and aspiration.
• Have excellent customer service that’s constantly
meeting changing expectations.
• Decode style as some trends can look a bit scary and most of the time
they appear with no rhyme or reason and no guidance of how to put it all
together. That’s where Very rolls up its sleeves and gets stuck in - we explain
the why, the what, the what not, and hopefully point her in exactly the right
direction. She doesn’t need her hand holding, she just needs a bit of
reassurance to let her know it’s OK to try something new.
• Have exclusive ranges as we sell stuff the customer can’t get anywhere
else.
• Very account: making that all important style affordable
Our Personality
Very is never one-dimensional and boring,
like all the best people we’ve got layers to our personality. Here are six
words that describe our brand most of the time (of course we have off days too,
we wouldn’t be normal otherwise!)
• Spirited – we’re energetic, ambitious and relentless on your behalf!
• Fashion savvy – we want our customers to look like a million bucks
but without the price tag!
• Playful – we’re cheeky, fun and a bit tongue in cheek!
• Sassy – we’re feisty, edgy and a little bit grrrr!
• Inspiring – we’re an endless source of new ideas for you, your
brood and your home.
• Straight talking – we won’t bamboozle you with jargon. Nuff said!
Target Audience
Our primary customer summary: she is a
‘style confidence seeker’ (25 – 44 years of age, the demographic classification
of C1C2DE) but is very fashion engaged. In fact, when it comes to working out
what’s right for her, she’s a little bit fashion-shy. Whilst on the face of it
they’re the life and soul of the party – beneath it’s not all so easy.
Truth be told, they find it confusing
(and a bit stressy) to pick out a style that works for them. They’d like a bit
of a guiding hand. Some have always felt a bit like that – they rely on fashion
forward friends to help them kit out their wardrobe.
The main thing is that they lurrrvveee
fashion... reading, learning and chatting about it (and wearing it of course!).
Don’t go picturing a super-dedicated fashionista though (you won’t find any
little dogs in Gucci handbags here).
For one... they have more important areas
where they need to spend their money. For two... the stresses and strains of
real life means they’re too busy to be overly obsessed with fashion. For
three... even if they had all the cash and time in the world, the whole fashionista
thing is just a bit over the top. “When it comes to fashion, lighten up and
have some fun!”
And don’t be fooled into thinking they
don’t love their home and tech. They want the full package, and that’s
what we give them.
It’s really important that others; her
friends and family, see that she’s got it right – their approval matters. She
feels under constant pressure to keep her wardrobe and home up to date with the
latest styles. There’s just so much advice, so much choice but none of it
seems to be relevant to her – and the pain of getting it wrong can be gut
wrenching and costly! Maybe it’s because she’s juggling a busy life, just had
kids, just hit her 40s or maybe it’s because that’s just the way she’s feeling
at the moment. Either way, she’s craving a helping hand in a fashion world she
can sometimes find rather scary.
Big name brands can often be a short-cut
she takes to get this thumbs up and she must feel like she is shopping at the
most fashionable places. The celebs she spots in her magazines and on TV are
also a handy tool for her to work out what could be a good style for her and
it’s our job to help her be brave and give her the confidence to try something
new.
The
Creative Challenge
Create a piece of communication, or
campaign, that decodes the year of Very style. The Calendar year is made up of
a series of seasonal style events that our target customer wants to understand
in her terms: new season colours for her home, holiday essentials, new winter
trends, the perfect Valentine’s are just a few of the seasonal ‘events’ for
which Very wants to offer the perfect/relevant advice and style tips. Your
creative challenge is to devise a campaign or concept that decodes key style
events through the year, in a visually distinct and engaging way.
We want to inform and surprise our lovely
customers with something amazing once a month. It can be tiny or epic but needs
to be packed with tips and advice and have bags of our personality. Lots of
competitors have ways of offering style tips (for fashion and home) so your
solution needs to be distinct and a truly ownable way of decoding style for the
very customer.
We don’t expect you to be an expert in
next season’s trends but your concept should visually demonstrate a way of
delivering seasonally relevant stories, with the relevant advice... just don’t
get bogged down in trying to demonstrate the detail ! We also don’t expect you
to illustrate the entire year, just pick a key story from one of the months to
bring your idea to life, but consider the overarching concepts of flexibility
and longevity.
Your concept can take any format you can
dream of, just bear in mind that we are a multi channel brand (online, mobile,
and social are key) so ideally you’ll be able to demonstrate that the idea is
executable across multiple channels.
Creative
Considerations
Feel free to form a team of creative
genius’ who can tackle this project from different angles:
product/illustration/design/photography/music/new media.
For print: don’t exceed six colours
(unless you can justify it of course!)
Brand guidelines: please see our brand
bible for the rules of engagement, but feel free to evolve, like all fashion
brands do... as long as you don’t reinvent the wheel!
Tone
of Voice
If you haven’t realised already we have a
distinct TOV (you can find the rules for our TOV in our brand bible). It’s as
important as our images and graphics in bringing the brand to life and should
be a factor in your concepts.
Mandatories
• Logo, with URL
• Our tagline: “Whatever you do, do it in style”
In Conclusion
A clear articulation of a creative idea
which brings the challenge and the brand proposition to life. All formats are
in scope: Apps, social, experiential, viral, mobile, print, digital, film,
outdoor, press, product, or perhaps you’ll present a whole new category.
reasons why i have chosen this brief:
