Spring new

Brief 16 : Spring : YCN Competition Brief

Level 6

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Brief 16 : Spring

Module : 0UGD603

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Eve Warren

Board 1 : Initial Research

When I first came across the YCN brief for Femfresh I was instantly put off, however it soon became apparent that the whole reason it was off putting was the fact that Femfresh does have a stigma against it’s brand and this brief is a real problem solver. Therefore I did some intial research about the product.

Level 6

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Brief 16 : Spring

Module : 0UGD603

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Eve Warren

Board 2 : Initial Research

Currently Femfresh play around with humourous and not so serious copy relating to nick names women give to their lady parts. For example Mini, Twinkle, Hoo Haa, Flower, Fancy, Yoni, Lady Garden, Jay jay, Nooni, La La, Froo Froo, Vag Jay Jay. I do like playful and humourous brands / copy writing, however Femfreshes brand image (especially the packaging) contradicts this. The brief states that Femfresh wants a Sassy, confident, clever, credible campaign. I want the brand to be taken more seriously instead of shying away from the stigma. Therefore I have researched into successful cosmetic packaging, that I believe the target audience would invest in.

Level 6

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Brief 16 : Spring

Module : 0UGD603

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Eve Warren

Board 3 : Building a campaign

The brief outlines to make some sort of campaign to help boost the sales of Femfresh. My idea is to create a campaign that works on the basis of womens monthly needs. This would be to make a care pack that women recieve in the most every month, filled with products they need. The campaign could start off as a free sample box then expand to subcriptions. Everyone loves getting free stuff, especially young women within the age range of 18-24 and high percentage of the target audience are students or just starting out so they are not made of cash. To make a monthly care pack it would have to have a special appeal to it so that women really want it. It has to be affordable for Femfresh to produce. Similar examples of my idea is Birchbox and Glossy box, they make custom boxes for as cheap as ÂŁ10. I would have to consider advertising this campaign through the web to magazines to billboards.

Level 6

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Brief 16 : Spring

Module : 0UGD603

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Eve Warren

Board 4 : Developing the campaign

I have come up with this idea surrounding the power of the hand bag, as women keep essentials in them. The hand bag is not just a pratical accessory but it is a fashion statement. To advertise Femfresh and the refreshment of their brand I would like to art direct a fashion shoot, that will help advertise the product and the monthly care pack idea. I came across clear bags in a few magazines last year and I found them odd as you can see all the content within them. Then I came up with the idea of why should women be embarrassed about what they have in their bags, women always have tampons, wipes, tissues in their bags so whats the stigma against these products?

Level 6

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Brief 16 : Spring

Module : 0UGD603

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Eve Warren

Board 5 : Developing Patterns

The word ‘flower’ has scope ranging from the symbolism of fertility to feminine imagery and patterns. I came across a Islamic geometric book in the Library and researched into the ‘The origins of biomorphic patterns.’ They go back to an era of agricultural worship.

Agricultural worship was born in the times of nomad settlement and was based on the idea of fertility. Fertility of nature and soil was widely praised and the emerging crops had become a symbol of life. Earthly reflection in the natural symmetries found throughout nature and most strikingly within the world of flowers, the proportions of which are governed by simple geometric laws. The origin of the word ‘cosmos’ is adornment (from which we derive the modern word ‘cosmetics’) and the adornment of sacred buildings with both floral and geometric patterns makes the viewer sensitive to the subtle harmonies uniting the natural world around us with the cosmos.

Level 6

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Brief 16 : Spring

Module : 0UGD603

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Eve Warren

Board 6 : Developing the Brand

Refresh. According to research the main stigma and attitudes towards Femfresh is the name itself. I came up with the name ‘Spring’ as I believe it could aim to be a sub brand with a more subtle approach to what women want in their showers and handbags. Femfresh should not be a thing of embarrassment but a series of confident, fresh and positive products that the customer can engage with. The Spring logo is stylist and feminine and due to the serif typeface choice it’s wide open counters appeal tp be open and caring. Two major factors a brand should offer their customers. The development of the patterns and colour scheme complement the branding leaving the failing brand a refreshing statement of confidence.

Spring is confident, fresh, positive, engaging, caring

Level 6

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Brief 16 : Spring

Module : 0UGD603

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Eve Warren

Board 7 : Packaging

To build excitment about the care pack campaign, women will recieve decorative packages in the post corresponding to the product they ordered. Each product has it’s own custom geometric floral pattern. Women should not feel embarrassed when using Femfresh therefore this bold campaign helps to remove the stigma and associate the brand with luxury, creating packs that any women would look forward to recieving. To correspond with the decorative wrapping of the care package, inside women will recieve the product that matches that same pattern. The Spring range aims to make its packaging clean, fresh and engaging. A product that a women would not be embarrassed to keep in her bathroom. Pastel colours are in this season and also offer a fresh outlook on what new direction the brand could take. To tie in with the theme of Spring, the colours symbolise new beginnings.

Level 6

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Brief 16 : Spring

Module : 0UGD603

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Eve Warren

Board 8 : Final Campaign

The launch of Spring will provide a campaign based around the power of the hand bag, as women keep essentials in them. The hand bag is not just pratical accessory but it is a fashion statement. The clear handbag in the campaign backs up the headline ‘Let your confidence shine through.’ I collaborated with a photography student and art directed a shoot where I placed my packaging in the clear handbag. This was the strongest image from the shoot, I liked the use of negative space which is great for adding typography to.

Level 6

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Brief 16 : Spring

Module : 0UGD603

|

Eve Warren