This is a follow up from my previous post on the ideas stage of the Nemos brand development. The concepts stage is all about who we are as a brand/ what we look like and our brands voice.
“A performance enhancing product which enables you to reach your potential and be your best self” – this is what our brand is/ what the product does. Since presenting this we have decided to steer away from the word “performance-enhancing” because it links our brand with negative connotations such as drug use.
The story of our brand is what is in our heart. Trust worthiness/honesty and what we do for our consumer.
We chose a clean and simple colour pallet because people with a messy mind need clean and no faff products. Also these colours lend themselves to be gender neutral/ would look good as a set.
We had a go at mocking up some simple packaging ideas to show how our idea would come to life. we have used geometric shapes to stay clean cut. Diagonal lines shows that our brand is two sided (modern and clean/ grounded and trustworthy). We also used vertical lines because they symbolise strong sturdiness which our consumer would connect with being stable and worthy of their time and money.
At this point in the presentation we explained a small anecdote we had from when one of our tutors had smelt a perfume we had brought in and it brought her back to her teen years nannying in France, her face lit up and it was a perfect example of how scent can link to memory and make you feel happy or any emotion connected to the time you first smelt it.
The brand wheel is a industry level way of showing in a presentation all the aspects of your brand.
We created a brand position map to show where our brand will fit in the market. We decided not to position our fragrance again other fragrances because we don’t believe they are our competition. instead we think our competition is other things Gen-z buy into to enhance themselves in anyway. E.g coffee or energy drinks.
We had a look into what fonts and typography our brand would use. Typography is key because font sends a feeling out and if it does fit the brand then it can be veery confusing for the consumer. We decided on a very straight and simple yet modern font. This is because Its no faff or fads and also has the same properties as the bottle design when it comes to diagonal and vertical line symbolism.
Along with saying our product will help you unlock potential we wanted to add another emergent that would back up and solidify the trust worthy aspect of our product. We decided that they would come as sets and each fragrance would also have a scent and therefore the properties of something like lemon/jasmine and lavender. This gives the product something tangible to hold onto as what were saying our product can do is not something you can see or particularly smell it more the way you use the product.
The next section of the brand development will be outcomes. Outcomes are what would come out of our brand/how consumers connect and see our brand in the real world. This will be uploaded in the near future.