Raw & Raw ‘Because we should...’
.01 contents The contents of this booklet is to highlight the key elements of our brand, ‘raw’. We look into aspects such as: concept, consumer, competition and bottle and packaging. These are looked at in detail whilst keeping our brand essence and consumer at the for front of our decision making.
concept
consumer
competition
packaging & bottle
Our concept is based around 4 key macro trends -Recycling -Personalisation -Feminism -Straight forward advertisement
Our brand ‘raw’ takes a great interest in its consumers. We want certain aspects such as personalisation, natural ingredients and straight forward advertisement to appeal to our primary consumer. This leaves a secondary, slightly older customer, interests in the all natural and feminism aspect to our fragrance brand.
Looking into who else in the market is taking into consideration personalisation, natural ingredients as well as highlighting how our brand is different and why we feel its worth the price we have chosen to sell it at.
We wanted to take a minimal approach to packaging to tie in with our straight forward and simple advertisement. This backs up our idea about being direct with our consumer.
.02 introduction
.03 concept raw ready
raw rosie
Our concept is revolved around four main macro trends: -Feminism -As much use of natural products as possible -Personalisation -Straight forward advertisement Combining these trends together has created the brand ‘raw&raw’. A mostly natural, recyclable, feminist and straight to the point brand which women can depend on.
raw rustic
We have no nudity in our campaigns, all our packaging is 100% recyclable with mostly natural ingredients used. What you see is most definitely what you get, which we feel makes us stand out on a moral high ground level against other competitors. What also makes us special is the fact our perfume is all natural whilst still creating a personalised element.
raw roma Our fragrances will contain 4 base scents which are citrus, floral, earthy and spicy. These base scents will smell unique on each person as the persons skin elements bring out strengths within each scent.
r&
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the need for raw?
We are hoping ‘raw’ is a desirable fragrance whilst still staying true to the integrity of the brand. We want people to feel good about spending money on a fragrance, which is not only good for them but less harmful to aspects such as the environment as well as the way women are portrayed. We make our fragrance one worth buying as you get what you pay for and that we are always honest about what we put in our fragrance. For that I think people will like the fact our brand is different and not subtle about the values we posses. This sets us apart from other companies who are more than happy to lie to consumers about their ingrediants whilst not taking into consideration the messages their brand is connotating.
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.05 consumer
primary target market Name: Alyssa Paisley Age: 25 Job: Fashion Blogger in London also works as a fashion assistant for Elle publications. Interests: Staying healthy and fit - this has lead to a interest in all natural products whether that be in organic food, make up, fragrance or skin care. Alyssa loves to have a unique style, she loves minimal and futuristic designs for clothing yet finds it hard to find fashionable personalised pieces. As a opinionated fashion blogger Alyssa keeps up to date on social media via her blog, twitter, vlog and instagram mainly. She’s always on the hunt for up and coming trends that she can share with her followers.
how we will promote? Our primary consumer are fashion conscious women and to reach out to them we want to advertise in magazines such as i-D, Elle and Dazed and Confused. This leaves our secondary consumer being advertised to through publications such as Marie Clarie, Grazia and Vogue. Through the internet we want to target both our primary and secondary consumers by having online ad campaigns via sites such as Facebook, Twitter, Instagram, Tumblr etc. As well as this we will have our own ‘raw’ accounts, where our consumers can learn more about our brand values and keep up with our up and coming products.
Billboards, leaflets and posters are also options we have considered. We would put our printed advertisements within independent stores, cafes and bus stops. This allows our brand to reach beyond our intended consumer. This still maintains a connection with our consumer on a day to day bases. Our company website for raw fragrance will include information on topics such as: Brand values Brand essence Current products Future products Offers and promotions Links to our other social media
secondary target market Alyssa now has kids and her priorities have changed, whilst still being a fashion enthusiast she also loves spending time with her family. She wants to know her children and grandchildren have the best lifestyle and therefore she has expanded her interests into recyclable fashion and is much more picky about the ingredients used in her creams, fragrances and makeup.
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.07 competition Simple packaging
whereas all of our competitors only really concentrate on one brand value however our brand is passionate about each one of our values (feminism, straight forward advertising, personalisation and we’re not only ethical using only natural products) Our product will natural ingredients but we also offer a per- be sold in department stores such at liberties, selfridges and house of sonal touch with a brand fraser. as our target market is 25-35 concept. year olds.
Jo Malone
How is our brand ‘raw’ different? Our brand is different because we merge 4 macro trends/values together meaning
perfume competition The main competition for our brand perfume brand ‘Raw’ would be other natural brands who have an ethical policy such as lush and perfumes from the body shop however each of these competitors products are not actually 100% natural.
and that is how we differ from these companies making our brand much more desirable for the consumer. Our other competitors would be brands that use personalisation largely within their fragrance such as Burberry and Molecule 01.
Lacoste
Chloe Tom Ford
High price
Raw Burberry
Dior
Rihanna
Lancome
Katy Perry Gucci
Ralph Lauren Vera wang Marc Jacobs complex packaging
.08
low price
.09 bottle & packaging PACKAGING INSPIRATION logo inspiratioin When looking for inspiration for our brand logo, we had a few ideas of what we wanted. Like the brand, we wanted it to be simple and recognisable. We have looked into brands that have almost two logos, such as Live Beautifully, as they have the logo that is their full name, and also one that is only their initials, for a more instant effect. In particular we were drawn to The Living Co. logo, as we like the strong copy contrasting with the organic shape of the ring.
The simplistic theme runs through onto the packaging, where most of our inspriation came from food and drink bottles such as oil, coffee and alcohol. There’s a clear theme of illustrations or text across transparent bottles. The bottle shapes interest us, as it reminds us of recycling (one of our key themes), however we are focused on making the bottle desirable enough that it is a good contender in a luxury market where aesthetics are key.
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Ra w & Ra w