Yankee Candle

Yankee Candle Presented by: Beth Jerry

Table Of Contence

1.

Client Profile 2.

Creative Breif 3. SWOT analysis

4.

Expanded Target Market 5.

Mood Board

6.

Competitor Analysis 7. Style Guide

8.

Logo Design

9.

Print Ad

10.

Media/Merch

Company Profile About the Company: This company specializes in scented seasonal and specialty candles beginning in the holiday season of 1969.

17yr old Mike Kittredge, too broke to buy his mother a present, melted some crayons to make her a candle and was advised to make one to sell—birthing yankee Yankee candle is the industry leader 150 frangrances #1 for most recognizable name in the candle business over 500 company-owned retail stores

Mission: “Season after season, from reliving favorite memories to setting a mood, we share your passion for fragrance®.

It’s what drives us to search the world for fresh inspiration in creating evocative, long-lasting scents that will help make your house feel like home”

Target Audience:

Women ages 25-54 homeowners

Creative Brief Overview: Yankee candle is the industry leader with over 150 unique frangrances, #1 for most recognizable name in the candle business and have over 500 company-owned retail stores. As a company, Yankee Candle goal is to excite the customers with new and decorative sents, season to season.

Unique Selling Proposition: Changing the font as well as doing away with “Americas best loved candle� will eliminate puffery as well as change the general appearance just enough to change the logo into describing the yankee candle promise: Bold, welcoming, forever. Yankee Candle will be featured through advertisements in Magazines which are designed towards our target market.

Goals To remind customers of the Yankee Candle Promise and show that Yankee candle truly is putting the customers first with constantly improving and discovering new products, this idea of constant improvement should be shown inside and out of the jar.

Target Audience: Women ages 20-60 Homeowners with families. Middle to upper class. “Spark your sences” Educated with 4 year degrees. Hobbies such as: Home improvement, DIY Home decore, family events, sewing, ect.

Tagline: “Spark your sences”

Call To Action: Come in to enjoy the Yankee Candle Experience today OR visit Yankeecandle.com

SWOT Strengths: • • • • •

Most recognized brand of candles Brand loyal customers Hugely profitable Mass amount of customers Quality products

Weaknesses: • Marketing • Low advertising to show new products with the change of seasons

Opportunities • Jump starting the company and gaining new potential customers • Increase in profits with increase in customers • Increase in demand

Threats Changing the brand might alter valued customers Temporary pause in demand as new logo is implemented

Extended Target Audience Lisa Jerry Mini Bio:

Lisa Jerry is a mother of 3 Children. Graduate of Butler and Rutgers University with a Masters degree. She is a well rounded individula who has moved 15 times and focuses her free time in DIY home improvement.

Age/Gender: 50, Female

Location:

Gainesville, FL

Income Levels: Above $175,000

Occupation:

Professional Freelance Editor

Education: Masters Degree

Marital Status: Married

Social Class:

Upper Middle Class

Hobbies:

Spending time with the dog, sewing, reading, yoga, DIY

Mood Board

Competitor Analysis Competitors:

Competitors do have quality candles of equal price, however do not have the brand recognition with customer support behind it when compared to Yankee candle.

Graphics Option 1

Option 2

Option 3

Media

Yankee Candle ROCKS!