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Madison Mead Process Book
- 2. 2 TABLE OF CONTENTS CORE VALUE3 TARGET AUDIENCE4 TRENDS8 COMPETITORS10 QAME12 MOOD BOARDS14 BRANDING18 STATIONARY27 ADVERTISING CAMPAIGN36 POINT OF PURCHASE48 VEHICLE GRAPHICS56
- 3. CORE VALUES
- 6. 6 TARGET AUDIENCE Young, energetic tourists that want something unique and specific to the place they are visiting (Colorado)
- 7. 7 TARGET AUDIENCE Name: Brandon Smith Gender: Male Age: 30 Location: Kansas City, Missouri Occupation: Marketing; $75k Motivations: Brandon loves traveling around the country, exploring new places. He enjoys finding places or products while traveling that you wouldn’t be able to find anywhere else. Brandon is conscious about the environment and his health and enjoys drinking water. However, sometimes he wants something that is still healthy but with a little more flavor. Goals: Wants to drink water that has more flavor, wants products specific to the place he is visiting Frustrations: Expensive products, “basic” products
- 8. TRENDS
- 9. 9 TRENDS In the past 4 years, sparkling water sales have grown 54%. One week of sales was $49 million dollars. “ People living their lives on a faster track prefer such small indulgences that can have a positive impact on individuals as well.”
- 10. COMPETITORS
- 11. 11 La Croix: • Logo is blue in “handwritten” scribbled font • Blue represents water • Type represented movement and energy – traits applicable to water • Swirly background represents water • The different colored logos and packaging changes for each flavor • Informal yet sophisticated elements that represent the key attributes of the brand • Success could be because of the brands relationship with its consumers rather than the design choices COMPETITORS Hint Water: • Simple, sans serif typeface • Clean design • Images of fruit that depict the flavor of water • Splashing water • Each drink is a different color to represent the flavor
- 12. QAME
- 13. 13 QAME Secondary research could help me find answers about how big of a market there is for flavored water. It could also help me find out what demographic generally consumes flavored water so I know if I am targeting a market that is interested in my product or if I need to shift my focus to target somebody else. However, if the secondary research shows that a different demographic generally drinks flavored water, it could also help me open up the market to my target market and get new audiences to consume this type of product. I think the generalization that young tourists visit Colorado could be built into secondary research and that research could help me figure out if those generalizations are actually true. I think getting opinions from people directly, and conducting a sort of primary research, could be helpful because it could prove the generalizations true or false. I also think review articles about similar products will help me figure out the trends in the market and what is working. Google also could be helpful if I find good sources about my target market, or details about my specific type of product.
- 14. MOOD BOARD
- 15. 15 MOOD BOARD Mood Board 1: • Green tones • More of a forrest/nature feel • Very eco-friendly to target that eco- conscious, tourist, target audience
- 16. 16 MOOD BOARD Mood Board 2: • Orange/yellow tones for a pop of color that still happens within nature • Energetic feel that is a core value for the company • Still able to target that eco-conscious tourist
- 17. 17 MOOD BOARD FINAL Mood Board 3: • Blue tones to represent the winter in Colorado. This is what people picture when they think of Colorado • Cool, and refreshing feel that the purchaser would be experiencing when drinking the company’s water • Still able to target that eco-conscious tourist
- 18. BRANDING
- 19. 19 COLOR PALETTE #b7e3e4 Pool Blue #acb4b7 Jubilee #62949b Cloud Burst #01758c Cote D’Azur #4c5e62 Still Water
- 20. 20 LOGO SKETCHES
- 21. 21 LOGO PROCESS
- 22. 22 LOGO FINAL
- 25. 25 Acumin Pro Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Acumin Pro Extra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Acumin Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Acumin Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Acumin Pro Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Acumin Pro Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Acumin Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Acumin Pro Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Acumin Pro Ultra Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ BODY TYPOGRAPHY
- 26. 26 BODY TYPOGRAPHY Brandon Grotesque Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Thin Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/ Brandon Grotesque Black Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890-!@#$%^&*()_=+;:’”<>?/
- 27. STATIONARY
- 29. 29 STATIONARY
- 37. 37 AD SKETCHES
- 38. 38 AD PROCESS
- 39. 39 AD PROCESS
- 40. 40 AD PROCESS
- 41. 41 AD PROCESS
- 53. 53 POINT OF PURCHASE BOTTLE
- 54. 54 POINT OF PURCHASE BOX
- 55. 55 POINT OF PURCHASE FLAVOR TAG
- 56. VEHICLE GRAPHICS
- 64. 64 VEHICLE GRAPHIC FINAL FRONT
- 65. 65 VEHICLE GRAPHICS FINAL FRONT
- 66. 66 VEHICLE GRAPHIC FINAL BACK
- 67. 67 VEHICLE GRAPHICS FINAL BACK
- 68. 68 VEHICLE GRAPHIC FINAL SIDE
- 69. 69 VEHICLE GRAPHICS FINAL SIDE
- 70. 70 VEHICLE GRAPHICS FINAL TOP