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Context & the big idea
Be Wild
Egyptian magic cream
Customisation
Cleansing balms
Organic perfume Aromatherapy
Portable solid perfume
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Be Wild cares for the world and our consumers. We use good for the skin ingredients and recycled materials in our packaging as we believe in making the world a more eco-friendly place. We actively encourage and inspire 18-25 year old females to ditch their laptops and head outdoors. We understand that even though our girls don’t mind getting muddy, they also want to look and smell good in the process. This is where the Be Wild fragrance balm comes in, a kind to skin, fruity balm which rolls onto your skin and leaves you feeling refreshed and smelling fabulous.
Why our idea is a good’n Currently there is no fragrance on the market that specifically targets the active female in the ‘beauty’ sense. There are many deodorants on the market, however these all have a very powerful and similar scent to them. What we are marketing is a product which will last longer throughout the day in a wax format. It is refreshing for someone on the go and is easy to carry around with the reassurance of glass not smashing. We are an unpretentious brand who are catering for the females who want to look and smell great whilst on the go.
You may ask, ‘what makes Be Wild so special?’ Well, we know exactly what our consumer wants. They care for the environment therefore we use mostly organic ingredients and recyclable packaging. They want something which is durable and won’t disappear within an hour, therefore we are using a wax/balm so that it soaks into the skin and sets for longer. They want a product which isn’t flimsy and won’t smash, so we’ve used cardboard and a roll up stick for packaging.
Creative Concept
Visual
Research
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We wanted our brand to really reach out to our target audience. Be Wild aims to actively encourage women to go outdoors and adventure, we knew that there was a market for our fragrance because there is a growing community of females online who actively pursue adventure, however there isn’t a brand out there which aims to keep them smelling superb whilst doing what they love. We researched our consumers by both reaching out to adventure activists online and also girls within Trent Surf and Trent Snow-sports. We found that girls did want to smell nice when they were doing their sport but most perfumes wore out after a few hours. We chose to create a balm as it would be absorbed into the skin easier than most sprays and therefore stay on longer and be more water- resistant.
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be wild
Inspiration
When looking at brands which we admired, we often looked at the likes of Roxy and RipCurl, who continuously promote an active lifestyle. Despite being around for decades, they always manage to set and stick to trends which come in which keeps them as a popular choice for female surfers and snowboarders. In terms of packaging design, we really liked LUSH’s simple ‘does what it says on the tin' approach. We particularly liked their roll up balms and so decided to include this feature in our fragrance as we thought it would best suit it. We wanted our logo to tell the story of our brand, therefore we included the mountains, ocean and trees to signify the great outdoors and reach out to our target audience who enjoy spending time there.
Our Consumer Emily is an 18 year old girl from England. She took a gap year in search of some better surf and adventurers. In the past few months, she has been to Fiji, New Zealand and Australia. Emily spends her time surfing and going on hikes. We approached Emily in the hope that she would answer a few of our questions and she gave the statement, ‘A lot of people assume that just because you have an adventurous spirit and don’t mind getting muddy, you don’t care for your appearance at all. It’s true in some cases, wearing makeup when you go surfing can be pretty disastrous, however it doesn’t mean that we all love that sweaty, sticky feeling when you’ve finished a hike. If a product came on the market which would be durable, smell good and be easily applied and carried around then I’d definitely be very interested in buying it.’
Brand
Identity
Name: Be Wild Why? We wanted our name to draw our consumer in. Being Wild doesn’t have to mean going crazy or hyper. It means step out of the norm, go outside, explore, go stray from the beaten path and be different. So many young people are so tied to the online world that sometimes, we need EST. to Be Wild, and step away and explore new paths. Colours: We wanted Be Wild to look refreshing, energetic and fun so we used a mixture of dark and light pastels. We needed it to have an earthy undertone so used blues and greens but also have a pop of pink.
In 3 statements
•An Unpretentious outdoor voice encouraging active females to swap their sweat for fresh scents.
•For the girl who wants to have fun, go outdoors and explore whilst smelling mighty fine.
•It is a sun on your face, sand in your toes, grass through your fingers and breeze through your hair kinda smell which welcomes those with a thirst for adventure. We believe that Be Wild stands out to our consumer because throughout the branding, we have reference points to what they love. Our identity is distinct as it is putting a feminine edge on stereotypically masculine activities.
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Enthusiasm, team work, generosity and a thirst for adventure and passion for the band and it’s beliefs.
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Execution
Bottle & Packaging
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Recyclable Ingredients Colourful/ attractive pattern Logo featured Roll up balm Peel out ingredients tab
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Branding throughout merchandise Sold on website & at pop up shops. Links to our consumer Customisable feature
Fragrance • • • • •
Citrus Jasmine Woody Rose Fresh
It smells like your best adventures.
Price & Place Mid-market level: £35 Organic ingredients result in a higher cost however they are important to our consumer.
Sold on the Be Wild website. Distributed to the likes of: • Urban Outfitters • Free People • Roxy • RipCurl
Promotion
We wanted the photoshoot to put across the message ‘embrace nature’. We used synthetic flowers and wax to mould them onto the models skin to give the illusion of a garden growing out of her. We wanted the shoot to look very natural so used lighting accordingly and edited the images in post production so that they looked soft.
We created another series of posters mainly for web use however also thought they would be effective as billboards. These would work in cities as it would give busy passers by a moment of nostalgia or yearning to be elsewhere.
Promotional product mock up We created these to show the potential branding which could be used in a business like manner, i.e. sending out press releases.
Social Our consumer is most likely to use Instagram/ Vine and Youtube as they are very visual people. We update the Instagram regularly using our #BeWild on posts about the fragrance and #wildgirlsdoitbest when referring to adventure posts. We also created a promo video which is featured on both our Instagram and youtube page. Be Wild aim to be active within the offline community too. We will create pop up shops at festivals such as Boardmasters & Secret Garden Party as well surf competitions such as the Roxy pro. Be Wild would like to hold adventure taster days to get more young females into outdoor sports.
Thank you -The Be Wild team-