Design Brief


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Design Brief

  1. 1. Design Brief: a branded flexitarian movement Brief: “A diet that is primarily vegetarian but includes some meat or fish on occasion” is a flexitarian diet, one that could easily be maintained by everyone across the globe. Right now, at a time of mandatory change due to the current economic and environmental situations, a brand identified flexitarian movement is wanted and needed to bring a diet consisting of less meat into the mainstream. The campaign and its success will rely on how well the brand is portrayed and marketed; meaning the image and strategy of the campaign must be rigorously thought out and meticulously executed. Problem: The biggest obstacle in this project is getting people to support the campaign. There is a vast amount of competition for people’s attention, money, and commitment so getting and keeping them will be difficult. To do that, the brand image and the marketing strategy, both being developed in the first phase, will be paramount to the success of this campaign. They will determine when, where, and how all promotion for the campaign will appear to the public. Objectives: The primary objective of this project is to develop a successful brand image and campaign, in hopes of converting as many people as possible to a flexitarian diet. The secondary aim is to build strong brand support by doing two things: first, by informing as many people as possible about why it is critically important to eat less meat and, second, by creating a community environment for flexitarians, both on- and offline. This would include such aspects as connecting flexitarians, sharing recipes, and reviewing/recom- mending restaurants. The final goal is to generate a profit through the community’s brand support, by producing a product range, including clothing, shopping bags, stickers, and books as possible retail items. Target Market: The initial audience will consist of teenaged females who are begin- ning to make their own life decisions. By aiming this campaign at an audience that responds to trends, it will catch on and spread faster to even larger groups, such as the university and family markets. by Tessa Jonson