Creative Brief The North American Bottling Company has asked Got That! Creative Services to brand and concept a packaging product for their currently unmarketed mineral water. Got That! has been tasked with researching, branding, concepting, rendering, and creating mock-ups of a logo, brand, single pack, multi-pack, point of purchase display, and magazine ad for their mineral water. North American Bottling Company marketing strategy is to fill a niche that is unfilled composed of consumers who are male, aged 25-55, who enjoy outdoor sports and activities in the United States.
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Buyer Persona: Andrew, 35 years old, loves hiking, hunting, and boating.
Strengths & Weaknesses STRENGTHS: Water product consumption has increased in the US. Flavored and sparkling water consumption has begun replacing sugary drink consumption. WEAKNESSES: Many consumers associated “mineral water� with European products. Sparkling water has been attacked recently for possible negative health effects. OPPORTUNITIES: Little North American penetration of high quality mineral water products, and many who are seeking premium water products. THREATS: Moutain Valley Spring Water is currently filling the niche for American mineral water products.
Perception: Well known mineral or sparkling water brands are often associated with the European lifestyle.
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Research
Got That! Creative Services reached out to it’s consumer database with a survey to determine the best way to approach concepts and branding the mineral water product. Our survey of 854 contacts resulted in 27 responses.
Word of Mouth / Advertisment 25%
Some of our most illuminating responses from those within our target audience were:
What factors into your choice of beverage while shopping?
Price /Value 45%
Energy 25%
Yes 26%
What drinks to you purchase for your outdoor activities? Soft 32%
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Packaging / Shelf Appeal 30%
Water 45% Unsure 64%
Do you take the environment into consideration when purchasing beverages?
No 11%
Conclusions
Based on our research, our design team came to the conclusion that: 1. While water is strong choice for outdoorsman, our mineral water product should have a strong “Americana� brand appeal. 2. The packaging and size of the water bottle should be appealing enough to be chosen for outdoor activities, but also portable enough so as not to be cumbersome. 3. The packaging should be as biodegradeable as possible in the event it is lost or unable to be thrown away.
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LogoMood Board Our research focused on 1800’s Americana, when the sense of American adventure and exploration were at something of a pinnacle. Tuscan fonts mixed with handwritten scripts, with imagery associated with travel and nature were common elements during this time frame. Also the prevalence and popularity of health spas and mineral springs along the midwest and southwest during this time help frame the mineral water product.
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Packaging Mood Board
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Logo Concepts Our design team created a few drafts of concepts for the mineral water logo, as well as name for the brand. Here are some of the alternate versions of what was chosen for the final.
American
Valley
1. American Valley 2. rockwell springs 3. North American Spirit 4. Spirit
rockwell
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springs
Final Concept This logo was chosen as being the best to encapsulate what makes North American Bottling Company’s mineral water product so unique.
Combining rustic elements and fonts with both Tuscan and script contrasts, the logomark demonstrate the essential items for survival in the typical North American wilderness: Whitetail deer antlers, a compass, a wagon wheel, and a pump for water are part of the logomark, as all played a major part in exploring North America.
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Label Concept The concept for the label was to create a strong connection to the outdoorsman who has probably many times drank water straight from a mountain stream, or who knows what kind of water is safe to drink.
The target audience for this product are those who are assumed to take pride in “getting their hands dirty� while partaking in outdoor activities. Harkening back to the days when drinking water was carrier in leather bags or wooden containers,
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Bottle Label
The label for the 20 oz. bottle is meant to communicate the brand, tell the story of North American exploration, and create empathy with the buyer persona. “For Centuries, North American explorers, embued by the spirit of exploration and adventure, have been sustained by fresh, naturally carbonated spring water that could be pumped directly from the ground to refresh them for the hard day’s work ahead.”
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Bottle Concept Our concept for the bottle is to compete with other mineral water brands in the style of bottle, but take the plastic route as it is easier to dispose of while traveling outdoors. A biodegradable option for this packaging is also available. The shape of the bottle has been carefully engineered to be wider at the top, in order to fit the proposed multi-pack packaging. The logo is also meant to be embossed into the bottle cap for added brand experience.
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Bottle Rendering
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4-Pack Concept
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4-Pack Rendering See this model on Sketchfab at: https://tinyurl.com/yaau6psq
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Point of Sale Concept
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Point of Sale Rendering See this model on Sketchfab at: https://tinyurl.com/ydfktg73
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Magazine Advertisement Our research decided that an effective location for print advertisement would be a magazine such as “Modern Pioneer�. Our print ad for a publication such as this is presented here. Making a strong connection to refreshment to be found at the height of a great outdoor adventure, the brand empathy is intended to be made with this image. The call to action is meant to prompt the viewer to remember such times on their own adventures.
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