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
Creative Brief
About the Company:
Overview:
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
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.
SWOT 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
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
Graphics
Competitors:
Option 1
Option 2
Option 3 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.
Media
Yankee Candle ROCKS!