From the initial meeting with Neil, we made notes on what he was saying about the brand, and how he wanted it to be portrayed.
Here is what came up from the session:
- Eco Lux
- Dior/Gucci
- Artisan
- Eco awareness
- 'Water of Peace' (What Aquapax means)
- 24 packs per 1 tree
- The water inside doesn't taste of anything
- Positive Brand
- Personal Packaging
- 24 less nitrates than Volvic
- Suitable for new born babies and infants
- 'Best Bottled Water on Earth' 2008
- Clean aesthetic and slick
- Nature Reserve, where the water is from, also the water is extracted from 101m below the surface of the Earth
- "Water is at peace" (below the Earth, so the water is always pure)
- Ph balance is almost neutral
- "Greenwashing" (This is what Neil specifically did not want us to do)
- Make the advert exciting and NOT boring (keep people intrigued and wanting to know more about the brand)
- Square shape good for transporting
Each of these were the most important points from our meeting with Neil, and using all of these points will help me to come up with a brilliant idea.
Branding is something that is hard to do for any company, it is the identity of the company, and the hardest thing is to make a brand memorable, however it can be done as other brands have proven, brands like:
- McDonalds
- Starbucks
- Tesco
- Evian
These brands are all very memorable, mainly due to the branding that the companies have done. The logo of the brand has a lot to do with the way people engage to it, there is a sequence that the brain takes in parts of a logo:
- Shapes
- Colour
- Content
Each of these brands are iconic, and extremely recognisable, thats because of the 3 things that the brain recognises.
Shapes - With Tesco just having text and then shapes seperately under each of the letters, allows the eyes to reading across with ease.
Colour - Using the block and primary colours for the main part of the logo works for the aesthetic, and then the black text below stands out, but works well with the primary colours.
Content - Simplicity works very well with the aesthetic of the logo, and the different styles of font being seperated by the dashed line allows for the 2 fonts to work together, otherwise I think that having 2 different fonts might make the audience confused.
Shape - With the shape of this logo being round, is of course very pleasing for the eye, and means that everything is contained in a nice shell.
Colour - The green is not a primary colour, because there are other colours that have been mixed to make the colour less vibrant, which works for this brand, and the elegant feel of it. Also the black and white works because it draws the eye into the centre and then you notice what is on the outside, which can make this brand more memorable.
Content - The image in the centre of the logo is a woman, showing the elegance of the brand, which the works well with the colours, however to make the brand less feminine, the company have used a block font which will appeal to men, so the brand then appeals to both men and women.
Shape - The rectangle shape with the rounded edges works for the aesthetics of the brand, and keeps everything altogether.
Colour -The red background is strong and contrasts with the yellow 'M', and because of them being primary colours makes the brand eye catching. Lastly, the white text makes the name of the brand stand out from the 2 colours.
Content - The blocky text of the name of the brand works well as the simplicity of the logo and contrasts well with the curviness of the 'M'. The 'm' makes the brand seem quite sophisticated.
