BRIGHT & BOLD
The Brief Create a new brand of Nail Varnish and overall brand experience for the product. Kirsty Alderson Nail Varnish OUGD303 Design Practice Brief Four
Concept The brand needs to have a high end appearance but be more afforable so that consumers are encouraged to buy into it. The actual price of the range will fall into the mid range category. A minimalistic approach to design means that the brand will fit in with existing high end products as this is a key feature. The brand experience will bring the product to life.
Logo A sophisticated yet modern logo was created in order to appeal to the target audience. The idea of the logo being grey is because on print products this would be foiled for a high quality finish so on other products this colour links. The tag line was created from the idea that Jelly is bright and bold and this is the look that the nail varnish products will have.
Target Audience Females 16 - 30
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Specifications Nail varnish packaging: 245gsm white matt stock Kirsty Alderson Nail Varnish OUGD303 Design Practice Brief Four
Wrapping: 80gsm trace
Nail varnish bottle A simple design so that the product speaks for itself. The nail varnish name is found on the bottom of the bottle and the barcode is a removable sticker. Wrapping This would be used when the consumer is buying the product for themselves as a nice finishing touch.
Nail varnish packaging There are two types of nail varnish packaging depending on how much the consumer buys. The smaller packaging fits one bottle in and the larger fits three bottles in. The packaging would be given at the counter if the consumer states they are buying the product as a gift. Single packaging has the nail varnish name on the back so the product can be purchased again.
Pattern The square pattern design is located on the inside of all the packaging products as well as the outside of the wrapping. Inside the gift bags and larger gift box the pattern is grey to link to the branding and for each of the single products the colour will change depending on the colour of the product itself. The shape links 2 of to the shape of the packaging elements.
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Kirsty Alderson Nail Varnish OUGD303 Design Practice Brief Four
Swatch booklet The swatch booklet would be located within the point of sale in store so that consumers interested in the product would be able to take one away and view the whole range. They would also be given when consumers purchased any of the products. As the range expands, the swatch booklet will also change to suit this.
Receipt holder The receipt holder is a further element to add to the concept of the product being afforable high end as this is a feature when you buy into high end products. Foil Finish The finish is applied to all print based products in order to capitalise on the concept of the products being high end.
Bags There are two different sizes of bags to accommodate for the different types of packaging. These would be given when a consumer purchases the product. The ribbon handles are a further element to add to the quality of the brand and fit well with the overall brand appearance.
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BRIGHT & BOLD
Kirsty Alderson Nail Varnish OUGD303 Design Practice Brief Four
Specifications Bags, swatch booklet and receipt holder: 245gsm matt stock Handles: grey ribbon
Point of sale The point of sale would be quite large in order to accommodate all of the products. This will change as the range extends in order to fit more products within it. It would be lit from the back so that it’s eye catching and encourages consumers to have a look.
Context A point of sale would be located in stores such as Boots and Superdrug within the make up section amoungst other make up brands. The products would also be available online on the store websites and also the official Jelly website as seen on the product packaging. During the initial launch of the product there would also be temporary point of sales located around the store so that it will definitely be seen.
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Kirsty Alderson Nail Varnish OUGD303 Design Practice Brief Four
Advertising and promotion The initial advertising for the product would be in the form of teaser ads so that consumers are encouraged to go and find out more about the product and the full range. The advertising would be placed online, in store and in magazines in the form of interactive ads, banners and large scale posters. The magazines will include more, heat and other gossip mid range ones in order to reach the target market. As the product becomes more popular the advertising will alter in terms of offers and extending the range.
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