MMI me myself and i
Jay Harris Susan Mullen Elodie Purcell Danni Wood
WHEN: To be used when briefing graphic design students face to face. 16TH March 2015
WHAT: Create and print an A4 12 page bound booklet. This booklet will be used to brief graphic design HOW: students your The booklet must be visual requirements for bottle and created in InDesign and packaging deCollate the content and create a signs. booklet which communicates your fragrance concept in order to brief graphics on your bottle and packaging requirements. Each team must design a section and must bring it to life with visuals and text .
THE BRIEF
CONCEPT Describe your concept (one paragraph max) What would you like your concept to communicate? Why is there a need for your product? CONSUMER Describe and visualise your target consumer How do you plan to communicate to this consumer? COMPETITION Who is the competition? How are you different? Where will your product be sold? How much will your product be sold for? BOTTLE AND PACKAGING Detail any important design requirements Look and feel- what aesthetic would you like? Logo, Shape, Materilas, Copy (tone of voice), Colours etc. NOTES The brief shoould not be an essay The brief gives guidelines of do’s and dont’s for the designer The discussion around the brief is the most important part
CONCEPT
We want our product to communicate serenity calmness wellbeing femininity luxury opulence style
Our concept is to create a solid sports fragrance aimed at women within the mid market sector. With an enormous increase in female friendly sports such as yoga and ballet, we think there is a real gap in the market for a product that appeals to this type of consumer. However we don’t want our fragrance to only be used for when women are working out, so we have decided to develop a trio of perfumes, one for day use, one for night use and one for work outs. With the concept of this fragrance being targeted to ‘women on the go’, we have deicdd to produce a solid perfue, as it is portable, compact and a better value for money as it is longer lasting and has more direct contact with the skin than a liquid fragrance. There are currently limited female sports fragrances available that aren’t very junior looking and pink, suggesting that female fitness is not being taken seriously. We plan to address this need, combined with the problem or portability to create an innovative and exciting new product
CONSUMER Our Target consumer is someone who has embraced the idea of a healthy lifestyle and has taken a liking to female fitness. This is a product for someone always on the go and is adapted to suit their busy lifestyle. Ella Mae Rayner is an example of our target consumer; she is 19 and is a gym enthusiast. She has a strong presence on social media and has a passion for diving, gymnastics and yoga. Her hobbies include cheerleading, traveling and skiing.
We plan on communicating to our consumer through social media, by creating our own social media pages on sites such as Twitter, Instagram and Facebook. This means consumers can find out more about our products without having to go into store. We plan to promote through print, creating advertisements in fitness magazines such as women’s health and fashion magaiznes such as ELLE. and use sports events such as the oylmpics and other related competitions to get people noticing our product.
We choose to create a solid fragrance as there are limited products on the market, and the ones that are available often look cheap or contain very little product. Our fragrance aims to change this. With solid perfumes, you can compress a 75ml fragrance into the small solid making it discreet and compact, whilst also being less prone to breaks or spills. Although a sport fragrance, our product isn’t just designed for use after activity. We want our consumer to feel the freshness of our perfume all the time, whether she is out on the town or exercising, therefore we will create three separate scents - one for day, one for night and one for workouts. Our product will fall within the mass market, making it luxurious yet affordable, and resulting in a new innovative product for both the sport and solid fragrance market The competition
for our fragrance varies between the solid fragrance market and the sport fragrance market. However, our fragrance is not the typical competitive sport fragrance. It is aimed at women interested in health & wellbeing, who enjoy relaxing activities such as yoga and meditation, and keep up a healthy diet and lifestyle.
COMPETITION
We aim for our logo colour to be rose gold, indented into each product to create a more feminine and elegant aspect
BOTTLE & PACKAGING
To create a more sophisticated and luxurious product aimed at female consumers, we want to portray clean, fresh and minimal visual qualities. Therefore, we aim to use a simplistic colour palette, using neutral packaging. We decided to neatly place the products linearly, inside cardboard packaging (this makes the product more natural and recyclable, We aim to produce 3 suited at our female consumers, who aim products for one single for a healthier more natural lifestyle) female consumer. A solid to add a more elegant aspect. This fragrance for everyday use, for meant that each fragrance from night use and for use after exercise day, night and fitness could all for a woman aiming to get a more be distinguished clearly. confident body shape. As our products are crafted for portable use, we have designed 3 small, cirucular shaped fragrances. This makes it easy for the consumer to chuck into their bags without taking up too much room or weighing too much. We have made each product a different colour, so they are easily identifiable.
BRAND NAME
MMI Me, Myself & I
STRAPLINE
A trio of fragrances for all versions of you
LABEL
DAY
NIGHT
PACKAGING
FITNESS
Packaging Cardboard Product Matte Polyurethane Metallic Logo indented into surface Recyclable Plastic