fig 1 1 marble effect pinterest 2015
creative concept
table of contents.
- Summary - Visualisation of Creative Concept - Brand Model - Targeting Consumer
introduction
1 2
- Aims & Objectives
execution & plan
context
- Target Audience - Communication & Channels - Visualisations - Message - Timing - Consumer Decision Process - Timeline
- Summary of Key Insights - PEST & SWOT Analysis
3
summary - Final Thoughts - Conclusion
the big idea
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4 5 6 7
- Summary - The Need - The Uniqueness - Brand Positioning - Perceptual Map - Target Consumer
appendix
- References - Bibliography - List of Images - Initial Images - Survey & Questionnaire
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‘Research has shown that half of all adults experience drug withdrawal symptoms when their caffeine supply is removed; this can range from headaches to fatigue, depression, irritability and a lack of concentration.’ (The Calgary Herald 2004)
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fig 2 moroccan coffee pinterest 2015
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intro duction. Recent statistics from the International Coffee Organisation indicate that we consume 1.4 billion cups of coffee a day, worldwide (streetdirectory.com 2015). Many female caffeine consumers report reliance on the substance as their life-line; the way they survive their day-to-day challenge of managing high performance gruelling work schedules, alongside balancing busy family and social lives.
‘ORIGINALITY IS DEPENDENT UPON THE OBSCURITY OF YOUR SOURCES.’ (Hegarty 2014, pg. 18,19)
Vivace offers the modern-day workingwoman the perfect replacement and booster she needs to help kick-start her day without the need for her morning coffee. Enriched with natural ingredients, and unlike any other product on the market, Vivace revives and re-nourishes whilst still delivering a sophisticated, light scent. This promotional plan will outline all aspects of our brand and the future of Vivace after launch.
fig 3 cleansing juice pinterest 2015
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fig 4 imagination & ideas pinterest 2015
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context.
fig 5 macro trend moodboard (group work) 2015
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The next step of researching micro trends revealed travel and health to be the areas lacking the most attention within the fragrance industry. Through our macro research, we knew that we wanted our product to embody natural ingredients with physical health benefits. When looking into a report discovered on Mintel, we found there to be a growing concern amongst consumers regarding their caffeine intake: ‘About three in ten consumers are concerned about the negative effect of caffeine on their health. This concern is higher (36%) among female coffee non-users over the past three months, which suggests that they are more conscious of health issues than men. Brands could target female consumers with products with health claims’ (Mintel 2014). We found this report highlighted all the areas that stood out to us in our initial findings, bringing us to our first concept: An energising fragrance with natural qualities to help replenish and rejuvenate the wearer, whilst still providing a sophisticated, light scent. Vivace will replace the habit of that first thing morning coffee, or act as a booster fragrance used at low energy points within the working day.
Harriet Posner states, ‘To be effective, marketing needs to be planned consciously, managed strategically, researched continuously and reviewed consistently.’ (Posner 2011, pg. 62). Our first step was to look at the bigger picture, beginning with research into the macro trends of sustainability and the environment (see Fig 5 & 6). Many brands are striving to use natural ingredients in their products; the two brands standing out to us in particular being IFF and Lush. IFF has an in-house naturals facility, which is the industry standard for quality natural ingredients (IFF.com 2015). Lush use 100% vegetarian ingredients in their products and actively fight against animal testing (Lush. com 2015).
After conducting initial surveys regarding our target consumer’s caffeine habits (see Appendix 5), we discovered that our knowledge around the substance itself was extremely minimal. Using online sources we found some alarming facts surrounding caffeine intake and how it can affect the body: these reports only helped to strengthen and finalise our concept. In 2008, The Guardian publicised an experiment undertaken by Dr De-Kun Li and colleagues from the Division of Research of Kaiser Permanente. This study presented evidence that pregnant women who consumed two or more mugs of coffee a day were twice as likely to miscarry than those who abstained from caffeine (nhs. co.uk 2008). This is a statistic we feel will heavily impact our target consumer, as we estimate she will be in the age bracket of the average mother or mother-to-be.
fig 6 micro trend moodboard (group work) 2015
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p e s t
- REACH chemical research ttprogramme may put restrictions tton new ingredients and ttinnovations
- Fight against animal testing continues - Stella McCartney ‘Fur-Free Fur’ ttcampaign gains publicity - Purchasing a fragrance is usually for tta gift rather than personal purchase.
- Lowering of tax brackets and ttfurther job cuts may result in ttconsumers having less disposable ttincome
- Social networking is constantly on ttthe rise - John Lewis online sales exceed ttinstore for the first time in 2015
fig 7 Pest analysis (own work) 2015
key insights
Identifying current global trends allows us to see how our brand would sit within the fragrance industry. We feel that we are in a strong position as our main focus is within sustainability and the environment, two current trends identified in our research.
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s w
- New fresh brand with unique jkconcept - Tonic provides physical effects, njunlike any other fragrance brand
o
- Gap in the market for our brand - Consumers may be looking for a new iiiand exciting product - Brand identifies the consumer well - We can produce related products to iiiwiden our consumer base
- New brand so no experience jkor reputation - Lack of industry knowledge
t
- Many well established fragrance jiibrands to compete with - Physical effects research may be jiiexpensive - Competitors could launch similar jiiproduct
fig 8 SWOT analysis (own work) 2015
key insights
Evaluating strengths identified through our SWOT analysis, determined one of Vivace’s main strengths to be that we are a new brand with an extremely unique selling point: Vivace is not just a fragrance, but is a tonic with added natural ingredients, proven to provide physical benefits. This is a significant opportunity for capturing new customers interested in the holistic effects. We determined our weaknesses to be that we have little to no experience as a brand, and a lack of industry knowledge. This factor opens us up to threats from competitors, who may seek to fill this obvious gap in the market.
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the big idea. ‘EVERY DAY WE HAVE IDEAS. THEY ARE THE MOST PROFOUND OF PRODUCTS THAT WE AS HUMANS GENERATE.’
(Hegarty 2014, pg. 16) (Hegarty 2014, pg. 16)
fig 9 Travel & fashion pinterest 2015
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fig 10 The Big Idea IMagery (OWn Work 2015
Wheeler states, ‘The best brands stand for something- a big idea, a strategic position, a defined set of values, a voice that stands apart’ (Wheeler 2006, pg. 17). The big idea behind Vivace is clarified through our next stages of research and our message is instilled throughout each aspect of our brand...
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fig 11 ginseng pinterest 2015
Key Insights: Our perceptual map confirms that there is a clear gap in the market where
Vivace will sit. Whilst still being conscious of health, we will be stocked at a mid luxury market level.
need & uniqueness.
MASS MARKET
Body Shop Lush
Aveda
The big idea behind Vivace is to deliver a tonic that embodies physical elements of energy, through caffeine free, citrus ingredients. Uplifting the mood of the woman wearing it, as well as adding elegance and sophistication to her day through the light and refreshing scent, Vivace is sealed within a travel size bottle, likely to appeal to the busy on-the-go workingwoman.
Clarins (Eau Dynamisante)
French connection (Eau de Toilette)
CONSCIOUS OF HEALTH
NOT CONSCIOUS OF HEALTH
Vivace
Marc Jacobs (Daisy) Jo Malone Creed Chanel
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Caffeine is considered to be the most commonly used psychoactive drug in the world (Medicinenet.com, 2015). 6 cups of coffee a day are enough to upset sleep and cause the body to become wound up and restless (mayoclinic.org 2015). These statistics, and findings from our questionnaire (see Appendix 5), show an extremely worrying correlation, with our target consumer drinking on average 3 cups of coffee before 1pm in her average working day. Vivace has listened to the needs of our target consumer and found natural alternatives. Vivace is enriched with Vitamin B12 and Ginseng, both known for their energising qualities on the body, including: boosting memory, concentration, energy, endurance and brainpower (medicalnewstoday.com 2012).
Le Labo PREMIUM
fig 12 percetual map (group work) 2015
brand positioning.
Brian Boylan, chairman of Wolff Olin’s, states, “A successful brand is all about detail. Every facet of a brand must be apparent in an organisations communications, behaviour, products and environment.” (Wheeler 2006, pg. 100). We found this concept to be extremely true when formulating our big idea, and ensured that all areas were well thought out and researched thoroughly. Vivace is the only product on the market combining both the scent of a luxury fragrance alongside a health product with proven physical benefits. Vivace will be marketed as a tonic as apposed to a fragrance, as we feel this is in-keeping with our big idea. Used as an adjective, Oxford dictionary defines a tonic as ‘giving a feeling of vigour or well-being; invigorating’ (Oed.com 2015), this description embodies the big idea behind our brand perfectly, and shows a uniqueness to our product allowing us to sit confidently within the mass-market nature of the fragrance industry.
Figure 12 shows our combined perceptual map, which overlays products from our main competitors within the categories: health, 2540 yr target-market, and light scent. Results show that, whilst there are many products within the higher market sector, none of these consider health and well-being. Conversely, the map highlights that the minority of products considering health and well-being, such as Aveda and The Body Shop, fit at a lower, mass-market level. Delivering a refined, daytime scent, whilst still focusing on the health of our consumer, Vivace will be marketed as a reasonably luxury product. We aim to be stocked in department stores such as John Lewis, House of Fraser and Selfridges, with our 12-month plan including sales in Liberty London, although we feel we need to establish ourselves as a strong brand prior to this. Vivace will be sold at £35 and will be aimed at women between the ages of 25-40.
Our strongest competitor is Clarins Eau Dynamisante. This product has a similar concept to ours, advertised as being an ‘invigorating aroma for women and men’ that, ‘moisturises, firms and tones’ (Clarins.com 2015). However, it is not advertised to have any physical health benefits. We feel Vivace will be more successful when it comes to standing out within the ever-growing fragrance industry, as our brand is refreshingly modern, a quality Clarins does not have. The execution of their tonic feels very dated and aimed at a much older target consumer.
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t e g r a t . r e m u s n o c The statement opposite embodies Vivace’s strategy. We listened to our target consumer and adhered to her needs. We know she is exhausted and needs that extra boost to help get her through her third meeting at work. We know that she is striving to be healthy but her daily routine doesn’t allow it. We understand our consumer, and will communicate with her in the most effective way.
‘Marketing to women is a critical growth strategy for businesses and one that is entirely underleveraged. Or, as Tom Peters believes: “Women Rule!”’ fig 13 meryl streep pinterest 2015
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(Ellwood 2008, pg. 1)
Findings from our initial online surveys provided a relatively clear idea of our target consumer demographics: our consumer will be female, within the age bracket 25-40 yrs; her career will greet her with demanding working hours, and she will be situated within a fast paced environment. After clarifying these areas, we focused our research into her psychographic features; these being ‘clothing interests, music or the way she spends her leisure time’ (Solomon 2009, pg. 3). We issued a questionnaire to 6 women who we felt fit our consumer demographic. The questionnaire included: job title, description of both her home and work environment, name of their signature scent, favourite fashion brand and daily caffeine intake (see Appendix 5). The results allowed us to create a series of detailed consumer profiles (see Fig 14 and 15).
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consumer profile. Our consumer will be between the ages of 25-40. We are specifically targeting full time workingwomen as their fast-paced environment and daily commute to work can be exhausting. Our consumer is fashion forward and up-to-date with technology. She has a very competitive personality, and we predict her position will be that of a director. When she finds time away from her hectic schedule, she visits department stores such as House of Fraser and Selfridges, where she can find highend brands under the same roof. She enjoys luxury items and, in the evenings, enjoys catching up with social media sites such as Instagram and Twitter. Our consumer strives to live a healthy lifestyle, ensuring she eats natural and organic produce, and sticks to a strict diet and exercise regime. She enjoys sports such as tennis, running and yoga; however, her exhausting dayto-day activities do not allow her to function at the speed she needs. This causes her to rely heavily on caffeine, consuming up to 5/7 cups of coffee before 6pm on her average working day. Our consumer falls under the demographic cohort of Generation Y: born between 1976-1985, i.e. 25-34 yr in 2010 (Solomon 2009, pg. 201). Ellwood states, ‘These women are independent and confident enough about their future and eager to take control and lead others’ (Ellwood 2008, pg. 98). This statement sums up the personality of our consumer perfectly. With further research into Generation Y, we were able to clarify and pin point other aspects of our consumer we hadn’t yet thought of.
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fig 14 consumer profile moodboard (own work) 2015
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consumer profile.
fig 15 consumer profile 2 (group work) polyvore 2015
Following our consumer psychoanalysis, we created a more in-depth profile, focusing predominantly on products she finds herself using in her average working day (see Fig 15). This profile helped formulate our ideas for the creative concept and the design of Vivace, whilst also allowing us to better understand our consumer’s retail and market level choices. Breaking down our consumer’s day into four sections: fashion, skincare, health and work, allowed us to create a profile with a clear indication of how much our consumer is likely to spend on our tonic. She enjoys wearing luxury makeup brands such as Bobbi Brown and Laura Mercier and also owns apple products, indicating she enjoys luxury items and is technologically savvy.
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creative concept. 21
“Brands can attain acquaintance, friendship status or get women to fall in love with them if they can make women feel extraordinary.”
bottle and packaging.
(Ellwood 2008, pg. 170)
Through our creative thoughts, we have put into place a concept which fits perfectly to our consumer and our product, showing off Vivace’s qualities to its fullest potential. When formulating the creative concept for Vivace, our first area of design was the bottle and packaging. Initial inspiration led us to focus on a simplistic design and a pastel colour palette, whilst featuring a cylindrical bottle and packaging for our tonic. Our colour palette was inspired by this report that states, “A barely there feminine colour palette in sugary pastels of pink, apricot, pale yellow and the lightest of green evolves for S/S 16. Evoking Ladurée macarons, these sweet colours inject a youthful vibe” (WGSN 2015). This works harmoniously alongside our consumer and our bottle and packaging design, as we aim to portray our brand in a unique and modern way.
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The logo of Vivace takes inspiration from a stamp, maintaining the circular form all the way through to the logo design. An extremely simplistic representation of the personality of Vivace: simple and to the point. The bottle features frosted glass ¾ of the way up to keep in-touch with the clean-cut feel to our brand.
fig 16 bottle & packaging sketches (own work) 2015
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intial idea. Final Idea.
fig 18 final idea moodboard (group work) 2015 fig 17 initial idea moodboard (group work) 2015
Our brand advertisements symbolise the way Vivace energises and rejuvenates the body. When we execute and market our brand we want it to be clear to our consumers who we are and what we do. The first idea for our print campaigns was centered around hydration, featuring a balloon and water being burst over a model. After deliberating this we felt that it was too clichĂŠ and more suited for a skin care brand.
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We began to break down our brand personality and discuss how we could use these areas to influence our campaign. Our final three prints and GIFs feature a witty concept, moulding together objects that represent our brand, combined with catchy slogans. Release Your Rhythm, symbolising the element of energy, features a balloon filled with powdered dye being burst from a height. Kick The Caffeine, showing coffee beans being smashed, represents what Vivace stands for. Zone Your Zing, displaying the refreshing scent of our tonic, enriching the body with citrus notes, allowing the consumer to feel revived.
All our images were taken using a quick shutter speed in an attempt to capture the finer details of each object, also allowing us to produce GIFs, which will be used as part of our online marketing campaign.
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brand onion. USP// An energising tonic with natural
ingredients including, Vitamin B12 and Ginseng that rejuvenates and uplifts an exhausted workingwoman.
fig 19 brand onion (group work) 2015
fig 20 geometric pinterest 2015
key insights:
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Our brand onion clarifies who we are as a brand. Our essence is what we are: a tonic, energising, environmentally and travel friendly. Our values are what make us unique: natural and organic with physical benefits. Our personality is how we want Vivace to make our consumer feel: lively, energised and sophisticated. Lastly, our brand in action: we are modern and mid-market luxury, affordable and will be distributed nationally when launched.
Our concept is aimed directly at our target consumer: the Generation Y woman. Ellwood states, ‘Using a sense of irony is a valuable marketing tactic. They may have an everyday outlook on life but enjoy an ironic ‘twinkle in the eye’ sense of humour’ (Ellwood 2008, pg. 122). We wanted to take a lighthearted approach when marketing Vivace. Our creative concept needed to appeal to the modern, workingwomen our tonic is aimed at.
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final campaign imagery. fig 21 campaign 1 (Group work) 2015
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fig 22 campaign 2 (Group work) 2015
fig 23 campaign 3 (Group work) 2015
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execution & plan. As our target consumer is aged between 25-40 yrs and part of the Generation Y cohort, we know that she is likely to be technologically savvy. This allows us to use a variety of communication tools in an attempt to connect with her. fig 25 bottle & packaging (Graphics students) 2015
fig 24 place & location moodboard (group work) 2015
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When targeting our consumer, we will advertise Vivace on a number of different platforms. These include: online, in-store, television, radio and print. We will connect with our consumer through direct marketing techniques such as email notifications, informing them of upcoming offers, directing them to the brand website, encouraging them to purchase our product. During our consumer research, we discovered she spends a large proportion of her day commuting to and from work, leading us to the ‘where’. We will focus our advertising strategies on areas that she will come into contact with regularly, including travel on the train/tube/Uber or by car. Whilst on her daily commute, we will target her through the use of billboard and radio advertisements. When creating our concept for our print advertisements, we aspired to use guerrilla marketing, described as an ‘alternative advertising style that relies heavily on unconventional marketing strategy, high energy and imagination’ (CreativeGuerrillaMarketing.com 2015). A strategy used mostly by up coming brands with a low budget, we felt it was perfect for Vivace. The quirky symbolism of our brand essence, through the use of props and colour scheme, allowed us to create a strong brand identity through our campaigns. Our tag line, ‘Start Your Day The Right Way’, instils our brand message into our consumer and persuades them to follow our journey as a brand. 31
visualisations. fig 27 iphone visualisation (own work) 2015
fig 26 magazine visualitsation (own work) 2015
Vivace’s consumer is up-to-date with technology, as her working position requires her to be constantly connected to the outside world via her mobile and laptop. This allows us to use a variety of channels to connect with her, the main one being social media sites. Using LinkedIn, we aim to create a company profile with the goal of targeting brands for collaborations. Twitter will be used to raise awareness of our product through the use of hashtags, allowing us to receive feedback from our consumers. We will also create a customer care account, enabling instant feedback on any problems our consumer may have had, building trust between them and Vivace. Instagram and Facebook will be used similarly to release campaign imagery and ‘sneak peek’ video’s. We will promote our brand through celebrity endorsements via these channels and will publicise imagery from brand events, allowing our consumer to always feel involved with Vivace.
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Our online website will be used as a ‘home for our brand’ and a place where Vivace can be purchased. It will allow consumers to follow our journey and seek out any information they wish. Our website will feature an interactive page that gives consumers the opportunity to be a part of our story. Lea-Greenwood states, “for fashion retailers and brands, magazine advertising is the most effective” (Lea-Greenwood 2009, pg. 22). Vivace will be physically communicated to our consumer through a variety of print platforms, the main one being fashion and life-style magazines (see Fig 26). We predict our consumer enjoys reading Elle magazine and the Style insert within The Times newspaper. We plan to advertise our campaign alongside a sample of our tonic to attract new consumers.
fig 28 ipad visualisation (own work) 2015
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e g a s s e m . g n i m i T & ‘Promotion uses communication to establish or enhance brand equity by making brand qualities known’ (Kendall 2009, pg. 167). We aim to instil our brand essence into our consumer through our marketing strategies. Our consumers should always feel involved and important to the Vivace brand. To ensure this, we will introduce a series of campaign strategies that allows the consumer to interact and help continuously develop and inspire Vivace. With our main goal being to get our consumers to ‘kick their caffeine’, we will start a viral campaign across a variety of social media sites, Twitter and Facebook. Consumers will use the hashtag #kickthecaffeine, and create one of their own, indicating how many days they have gone without it, such as, ‘#4days!’. This strategy will allow our consumers to monitor their progress and, in turn, will empower and persuade them to continue using Vivace. Instagram will be used similarly, with the hashtag still playing a main role. Consumers will be asked to upload an image of their breakfast without their usual morning coffee. Vivace’s brand Instagram account (see Fig 27) will be used to form a viral campaign, in which re-posts will be used to promote brand awareness.
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When considering the launch time of Vivace, we carefully selected the time of year our consumer is naturally more stressed, further exaggerating her need for Vivace. Conducting some secondary research, we found that the Christmas period is the most stressful for a woman in full time work, A new survey from Sir Richard Branson’s Virgin Pulse, indicates, ‘60 percent of employees say they are significantly more stressed during the holidays’’ (tlnt.com 2014). We aim to launch our product just before this season, giving our customers the chance to notice Vivace as a new brand in the fragrance industry. In terms of marketing Vivace, we aim to refresh our campaign imagery seasonally, ensuring our consumer is constantly refreshed and reminded of us.
fig 29 clockwork pinterest 2015
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Appendix.
CONSUMER DECISION PROCESS.
list of references
Books
Ellwood, I., 2008. Wonder Woman. New York: Palgrave Macmillan Hegarty, J., 2014. Hegarty On Creativity: There Are No Rules. Thames & Hudson Kendall, G.T., 2009. Fashion Brand Merchandising. USA: Fairchild Books
- Are we meeting the needs of our consumer as a fragrance brand?
Lea-Greenwood, G., 2013. Fashion Marketing Communications [eBook type]. West Sussex: John Wiley & Sons, Ltd. Available Via: ebrary ProQuest [Accessed: 26 May 2015] Posner, H., 2011. Marketing Fashion. London: Laurence King Publishing Ltd Solomon, M. and Rabolt, N., 2009. Consumer Behavior In Fashion. New Jersey: Pearson Education, Inc Wheeler, A., 2006. Designing Brand Identity. 2nd Edition. New Jersey: John Wiley & Sons, Inc
- Advertising campaigns, renewing to keep consumer interest - Media channels used to connect
- Direct marketing techniques - Online twitter communications - Instagram campaign allowing consumers to feel involved with brand
Online Journals Bowring, L., 2015. LadurĂŠe Pastels. WGSN [online]. (28 February). Available at: http://www.wgsn.com/content/search/reports/#/ colour%2520trends [Accessed: 24 May 2015] Fidelman, C., 2004. A Coffee A Day Leads To Caffeine Addiction. The Calgary Herald [online]. (5 October). Available at: http://www.nexis.com/ results/docview/docview.do?docLinkInd=true&risb=21_T22086782930&format=GNBFI&sort=BOOLEAN&startDocNo=1&resultsUrlKey=29_ T22086782927&cisb=22_T22086782932&treeMax=true&treeWidth=0&csi=397182&docNo=1 [Accessed: 25 May 2015]
- Consumers build brand expectations on their initial experience
Qiu, H., 2014. Coffee. Mintel [online]. (August 2014). Available at: http://academic.mintel.com/display/713024/?highlight#hit1 [Accessed: 20 May 2015]
Websites Anon., 2015. Coffee consumption around the world [online]. Street Directory. Available at: http://www.streetdirectory.com/food_editorials/ beverages/coffee/coffee_consumption_around_the_world.html [Accessed 27 May 2015]
- Will our target consumer purchase our product. - Do they believe in our concept?
Anon., 2008. Caffeine link to miscarriage [online]. NHS. Available at: http://www.nhs.uk/news/2007/January08/Pages/ Caffeineandmiscarriagerisk.aspx [Accessed: 22 May 2015] Anon, 2015., What is Guerrilla Marketing [online]. Creative Guerrilla Marketing. Available at: http://www.creativeguerrillamarketing.com/whatis-guerrilla-marketing/ [Accessed: 27 May 2015] fig 30 loyalty loop (own work) 2015
Anon, 2015., Caffeine: How much is too much? [online]. Mayoclinic. Available at: http://www.mayoclinic.org/healthy-lifestyle/nutrition-andhealthy-eating/in-depth/caffeine/art-20045678?pg=1 [Accessed 22 May 2015] Anon, 2015., How much caffeine is too much caffeine? [online]. MedicineNet. Available at: http://www.medicinenet.com/how_much_caffeine_ is_too_much_caffeine/views.htm [Accessed 27 May 2015] Clarins, 2015., Eau Dynamisante [online]. Clarins. Available at: http://www.clarins.co.uk/eau-dynamisante/C030101001.html?start=1 [Accessed: 27 May 2015]
KEY INSIGHTS:
I created a loyalty loop (see Fig 30) indicating how we aim to target potential consumers. It is important for Vivace, as a new brand, to create a bond with our consumers after launch. Our brand needs to be memorable and our consumer needs to have a good first hand experience, allowing us to widen our consumer base after launch.
IFF, 2015., 2014 Sustainability Report [online]. IFF. Available at: http://www.iff.com/Company/Sustainability-Report [Accessed: 28 May 2015] Lush, 2015., Featured Handmade [online]. Lush Retail Ltd. Available at: https://www.lush.co.uk/article/handmade [Accessed: 28 May 2015] Oed, 2015., Tonic: Define [online]. Oxford English Dictionary. Available at: http://www.oed.com/view/ Entry/203193?rskey=DMWQtF&result=1&isAdvanced=false#eid [Accessed: 28 May 2015] Hollon, J., 2014. Weekly Wrap: Coping With the Most Stressful Time of the Year [online]. Available at: http://www.tlnt.com/2014/12/19/ weekly-wrap-coping-with-the-most-stressful-time-of-the-year/ [Accessed 27 May 2015] Whiteman, H., 2014. Caffeine: how does it really affect our health? [online]. Medical News Today. Available at: http://www.medicalnewstoday. com/articles/271707.php [Accessed 21 May 2015]
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Appendix. list of illustrations
Fig 1 Marble Effect via Pinterest. 2015. Available at: https://www.pinterest.com/pin/459578336951213001/ Fig 2 Moroccan Coffee via Pinterest. 2015. Available at: https://www.pinterest.com/pin/400820435560107312/ Fig 3 Cleansing Juice via Pinterest. 2015. Available at: https://www.pinterest.com/pin/570831321489620219/ Fig 4 Imagination & Ideas via Pinterest. 2015. Available at: https://www.pinterest.com/pin/110690103316803282/ Fig 5 Macro Trend Moodboard. 2015 (Group Work) Fig 6 Micro Trend Moodboard. 2015 (Group Work) Fig 7 PEST Analysis. 2015 (Own Work) Fig 8 SWOT Analysis. 2015 (Group Work) Fig 9 Travel & Fashion via Pinterest. 2015. Available at: https://www.pinterest.com/pin/352758583288680634/ Fig 10 Macro Trend Moodboard. 2015 (Group Work) Fig 11 Ginseng via Pinterest. 2015. Available at: https://www.pinterest.com/pin/352758583289533420/
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Appendix. bibliography
Books
Blanchard, T., 2004. Fashion & Graphics. London: Laurence King Publishing Crow, D., 2010. Visible Signs [eBook type]. 2nd Edition. Switzerland: AVA Publishing SA. Available Via: MyiLibrary [Accessed: 24 May 2015] Ellwood, I., 2008. Wonder Woman. New York: Palgrave Macmillan Hegarty, J., 2014. Hegarty On Creativity: There Are No Rules. Thames & Hudson Kendall, G.T., 2009. Fashion Brand Merchandising. USA: Fairchild Books Lea-Greenwood, G., 2013. Fashion Marketing Communications [eBook type]. West Sussex: John Wiley & Sons, Ltd. Available Via: ebrary ProQuest [Accessed: 26 May 2015] Noble, I. and Bestley, R., 2011. Visual Research. 2nd Edition. New York: Bloomsbury Publishing Posner, H., 2011. Marketing Fashion. London: Laurence King Publishing Ltd Solomon, M. and Rabolt, N., 2009. Consumer Behavior In Fashion. New Jersey: Pearson Education, Inc Turin, L. and Sanchez, T., 2010. Perfumes: The A-Z Guide [eBook type]. 2nd Edition. Great Britain: Profile Books. Available Via: ebl [Accessed: 27 May 2015] Wheeler, A., 2006. Designing Brand Identity. 2nd Edition. New Jersey: John Wiley & Sons, Inc
Fig 12 Perceptual Map. 2015 (Group Work) Fig 13 Meryl Streep via Pinterest. 2015. Available at: https://www.pinterest.com/pin/366410119655763758/ Fig 14 Consumer Profile Moodboard. 2015. (Own Work) Fig 15 Consumer Profile 2. 2015. (Group Work)
Online Journals Bowring, L., 2015. LadurĂŠe Pastels. WGSN [online]. (28 February). Available at: http://www.wgsn.com/content/search/reports/#/colour%2520trends [Accessed: 24 May 2015]
Fig 16 Bottle & Packaging Sketches. 2015. (Own Work)
Fidelman, C., 2004. A Coffee A Day Leads To Caffeine Addiction. The Calgary Herald [online]. (5 October). Available at: http://www.nexis.com/results/ docview/docview.do?docLinkInd=true&risb=21_T22086782930&format=GNBFI&sort=BOOLEAN&startDocNo=1&resultsUrlKey=29_T22086782927&cisb=22_ T22086782932&treeMax=true&treeWidth=0&csi=397182&docNo=1 [Accessed: 25 May 2015]
Fig 17 Initial Idea Moodboard. 2015. (Group Work)
Qiu, H., 2014. Coffee. Mintel [online]. (August 2014). Available at: http://academic.mintel.com/display/713024/?highlight#hit1 [Accessed: 20 May 2015]
Fig 18 Final Idea Moodboard. 2015. (Group Work)
Websites
Fig 19 Brand Onion. 2015 (Group Work) Fig 20 Geometric via Pinterest. 2015. Available at: https://www.pinterest.com/pin/352758583288784315/ Fig 21 Campaign 1. 2015 (Group Work) Fig 22 Campaign 2. 2015 (Group Work) Fig 23 Campaign 3. 2015 (Group Work) Fig 24 Location & Place Moodboard. 2015 (Group Work) Fig 25 Bottle & Packaging. 2015 (Graphics students) Fig 26 Magazine Visualisation. 2015 (Own Work) Fig 27 Iphone Visualisation 2015 (Own Work) Fig 28 Ipad Visualisation 2015 (Own Work) Fig 29 Clockwork via Pinterest. 2015. Available at: https://www.pinterest.com/pin/165507355031421512/ Fig 30 Loyalty Loop. 2015 (Own Work) Fig 31 Timeline After Launch. 2015 (Own Work) Fig 32 Summary via Pinterest. Available at:
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Abrams, L., 2014. The truth about caffeine: Why we know so little about our favorite addictive drug [online]. Salon. Available at: http://www.salon. com/2014/03/16/the_truth_about_caffeine_why_we_know_so_little_about_our_favorite_addictive_drug/ [Accessed: 27 May 2015] Anon., 2015. Coffee consumption around the world [online]. Street Directory. Available at: http://www.streetdirectory.com/food_editorials/beverages/coffee/ coffee_consumption_around_the_world.html [Accessed 27 May 2015] Anon., 2008. Caffeine link to miscarriage [online]. NHS. Available at: http://www.nhs.uk/news/2007/January08/Pages/Caffeineandmiscarriagerisk.aspx [Accessed: 22 May 2015] Anon, 2015., Caffeine during pregnancy [online]. BabyCenter. Available at: http://www.babycenter.com/caffeine-during-pregnancy [Accessed: 21 May 2015] Anon, 2015., What is Guerrilla Marketing [online]. Creative Guerrilla Marketing. Available at: http://www.creativeguerrillamarketing.com/what-is-guerrillamarketing/ [Accessed: 27 May 2015] Anon, 2015., Caffeine: How much is too much? [online]. Mayoclinic. Available at: http://www.mayoclinic.org/healthy-lifestyle/nutrition-and-healthy-eating/indepth/caffeine/art-20045678?pg=1 [Accessed 22 May 2015] Anon, 2015., How much caffeine is too much caffeine? [online]. MedicineNet. Available at: http://www.medicinenet.com/how_much_caffeine_is_too_much_ caffeine/views.htm [Accessed 27 May 2015] Aveda, 2015., Pure-fume aromas [online]. Aveda. Available at: http://www.aveda.co.uk/products/5349/Pure-FumeTM/Personal-Aromas/index.tmpl [Accessed: 18 May 2015] Carpenter, M., 2014. Generation jitters: are we addicted to caffeine? [online]. The Guardian. Available at: http://www.theguardian.com/lifeandstyle/2014/ mar/07/caffeine-addiction-coffee-drug-energy-drink [Accessed 21 May 2015] Clarins, 2015., Eau Dynamisante [online]. Clarins. Available at: http://www.clarins.co.uk/eau-dynamisante/C030101001.html?start=1 [Accessed: 27 May 2015] Dermagenics, 2015., About us [online]. Dermagenics. Available at: http://www.dermagenics.com/about-us.html [Accessed: 23 May 2015] IFF, 2015., 2014 Sustainability Report [online]. IFF. Available at: http://www.iff.com/Company/Sustainability-Report [Accessed: 28 May 2015] Lush, 2015., Featured Handmade [online]. Lush Retail Ltd. Available at: https://www.lush.co.uk/article/handmade [Accessed: 28 May 2015] Oed, 2015., Tonic: Define [online]. Oxford English Dictionary. Available at: http://www.oed.com/view/ Entry/203193?rskey=DMWQtF&result=1&isAdvanced=false#eid [Accessed: 28 May 2015] Strange Invisible Perfumes, 2015., Sustainability [online]. Siperfumes. Available at: https://www.siperfumes.com/about/sustainability [Accessed: 28 May 2015] Hollon, J., 2014. Weekly Wrap: Coping With the Most Stressful Time of the Year [online]. Available at: http://www.tlnt.com/2014/12/19/weekly-wrap-copingwith-the-most-stressful-time-of-the-year/ [Accessed 27 May 2015] Whiteman, H., 2014. Caffeine: how does it really affect our health? [online]. Medical News Today. Available at: http://www.medicalnewstoday.com/ articles/271707.php [Accessed 21 May 2015]
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Appendix. contact sheet // initial images
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Appendix. Survey & questionnaire
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