Natural Spring Water with mint
Contents vision
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mission vision values
consumer
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rene david michelle
market
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mood board competition
identity
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type styles logotype mark color treatment
packaging
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tetrapaks
presence
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web print outdoor video 3
Natural Spring Water with mint
mission To hydrate and nourish your body with a delicious and affordable beverage that uses organic ingredients and natural spring water.
vision To maintain fair trade practices and always value consumers who puts the needs of their body and the planet first.
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Natural Spring Water with mint
confidence Because consumers and employees must feel totally confident in their relationship with us and we are confident in our products value.
sustainable We are committed to having a low impact on the environment. As we grow as a business, we will grow as a environmentally safe organization.
integrity
We will always stand behind our word. What we say is going to be reflected in what we do.
wellness
A health conscious consumer tends to set an example and influence others around them.
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Consumer rene david michelle
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Rene 28 in a relationship financial advisor
$28,000 caucasian bachelors degree toyota prius
2 dogs peace corp
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values Motivation Celebrate success and recognize the achievements of others. Compassion A deep feeling for and understanding of others without regard to race, age, creed, or social standing. Balance Balance between the economy and the environment; work and play; and professional and personal lives.
rene’s day 6:00 am Alarm on iPhone plays 6:30 am Drinks organic french pressed coffee. Eats granola with organic strawberries and blueberries with organic yogurt from Whole Foods. Brushes her teeth with Tom’s fluoride free toothpaste. 7:15 am She drives a Toyota Prius, sips her coffee and listens to NPR on her way to work. 7:30 am Pull in to the parking garage at the Community College 11:30 am Lunch break, Thai food with coworkers
3:00 pm Break time for 20 minutes with boyfriend Tim, he brings a fresh fruit smoothie 5:00 pm Leave work and head to Bikram yoga, drinking coconut water 6:40 pm Pull into the driveway, Tim is already home. The kitchen smells delicious, Salmon with lemon and ginger, a big green salad and brown rice, 8:00 pm Snuggled down in the living room, watching Food Network while I work on my Mac and Tim on his PC. Enjoying Tazo Camomile tea.
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David 25 single personal trainer
$40,000 caucasian bachelors degree Jeep wrangler no children big brother
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values Collaboration Values effective and authentic collaborative relationships. Balance Balance between the economy and the environment; work and play; and between my professional and personal relationships. Health Physical and mental well-being and vitality
david’s day 7:00 am Alarm clock plays Dave Matthews Band 7:30 am Morning run for 5 miles 8:30 am Smoothie with fruit and SuperGreenFood powder 9:00 am Arrive for work at 24hour Fitness 11:00 am Meet trainee for a session - talk about importance of water 12:00 pm Lunch time - chicken salad with almonds and tomatoes
1:00 pm Meet trainee for a session - talk about taking walks in the evening 2:30 pm Meet trainee for a session - talk about calories and carbohydrates 5:00 pm Leave work in the Jeep Wrangler, heading home to get ready for a date 6:00 pm Hot shower using Axe Body Wash 7:00 pm Wine and Italian food on date with Molly, she’s nice but not his type
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Michelle 37 married nutritionist
$55,000 masters degree caucasian honda crv one daughter share our strength
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values Professionalism Understands and upholds moral, ethical and behavioral guidelines. Leadership Strive to develop and realize educational excellence and equity and assume personal responsibility for results. Compassion Understanding of others without regard to race, age, creed, or social standing.
michelle’s day 5:00 am Alarm clock goes off, Shower and pack snacks for work
12:15 am Fourth patient arrives, suffering from severe food allergies
6:00 am Arrive at office, start coffee maker, eats a breakfast bar and apple
1:00 am Fifth patient arrives, suffering from arthritis
7:15 am First patient arrives, suffering from severe eczema 8:00 am Second patient arrives, suffering with IBS, 8:45 am Third patient arrives, suffering with migraines 11:00 am 30 minute lunch with husband, Bill, he brings salad from Whole Foods salad bar
2:30 pm Pick up Lucy from daycare 3:00 pm Playing at the park with Lucy 5:00 pm Baby sitter arrives 5:30 pm Sushi with Bill 9:00 pm Relieve baby sitter, kiss Lucy good night
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Mar 14
Market mood board competition
rket 15
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Competition iZZe
Sparkling Juice IZZE Sparkling Juice is naturally sweet. No refined sugar, no caffeine, no artificial anything, ever. Just natural fruit juice and sparkling water. This item is popular and has a strong showing in convenience retail, supermarket retail, and big box retail. It is also available in coffee shops. This is a beverage intended to be sold individually more than in a six pack and come in a 12 ounce bottle. Nurishmint will come in a biodegradeable and recyclable container and contain 16 ounce rather than 12 ounces.
Zico Coconut Water ZICO is 100% pure coconut water with natural flavor essences. With five essential electrolytes, more potassium than a banana, low acidity, no fat, and no sugar. This item is growing in popularity and has a strong showing in specialty supermarket retail like Whole Foods. It is starting to become available in more mainstream supermarkets like Hy-Vee and Bakers. This is a beverage intended to be sold individually and comes in 11 ounce plastic bottles and 14 ounce Tetra Paks. Nurishmint will not contain coconut in every flavor offered, for those who do not care for the flavor. 18
soft drinks Carbonated Soda
Coke, Pepsi, Dr. Pepper, and all the rest are the most preferred beverage by a long shot in the United States. It’s appropriate to identify it as a competitor because of the sheer volume sold in every retail setting imaginable. It is also not a good competitor because nurishmint will target a far more specific audience with its health benefits and sustainable image.
auquafina Flavored Water Purified water flavored with sugar and natural flavors. Auquafina FlavorSplash is purified water, not natural spring water and offers no calories as its major benefit. This product appeals to the on-the-go convenience shopper. Nurishmint will differentiate by providing added nutrients in water that comes from a naturally pure source and offers all natural ingredients for flavor.
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Identity type styles logotype mark swatches imagery
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Type Styles Cochin regular, italic, and bold were chosen for their strong differences within the same type family as well as Avenir LT Std. Both have a good extended type family and create a strong relationship with the logos typeface, Myriad Pro. Small caps and lowercase are mixed together to provide contrast between typefaces.
headings
Heading 1 45/55 Myriad Pro Regular sp after 0.125
Heading 2 32/35 Myriad Pro Regular sp after 0.125
subheads
Subhead 1 24/28 Avenir LT Std 65 Medium small caps sp after 0.125 C=35 M=0 Y=60 K=0
Subhead 2 16/22 Avenir LT Std 55 Roman sp after 0.125
notes
Note Text 12/12 Avenir LT Std 65 Medium sp after 0.04
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body copy
Body Copy 12/15 Cochin Regular sp after 0.125
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Vendam, cus rero quis accatesti denem non ent, acepe et, suntet la volupta tectaestin prat aligendis magnatem evellor uptati blaboruptae nonecaesi optam
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Bulleted Body Copy 12/15 Cochin Regular sp after 0.125 left indent 0.1875 first line indent -0.1875
Emphasis Body Copy 12/15 Cochin Bold Italic sp after 0.065
charts
Chart Text 7/8 Cochin Regular sp after 0.04
Chart Label 8/12 Cochin Bold sp after 0.04
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Logotype The logotype is 100% Myriad Pro Bold. A san serif typeface has a taller x-height and was considered more appropriate than a serif typeface because clean lines and very little embellishments were ideal for the brand.
2.5396 in x 1.7101 in Myriad Pro Bold C=5 M=0 Y=6 K=100
2.4075 in x 0.4357 in Myriad Pro Bold C=5 M=0 Y=6 K=100
0.8531 in x 0.1547 in C=5 M=0 Y=6 K=100
2.5396 in x 1.7101 in Myriad Pro Bold C=35 M=0 Y=60 K=0
2.4075 in x 0.4357 in Myriad Pro Bold C=35 M=0 Y=60 K=0
0.8531 in x 0.1547 in Myriad Pro Bold C=35 M=0 Y=60 K=0
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Mark With a product named after the herb mint, using simple imagery of the mint leaves was a good fit. Nurishmint’s mark worked better with the logotype saturated with color as opposed to the photographic image.
2.6558 in x 2.4895 in C=0 M=0 Y=0 K=100
0.8903 in x 0.8345 in C=0 M=0 Y=0 K=100
0.404 in x 0.3787 in C=0 M=0 Y=0 K=100
2.6558 in x 2.4895 in C=35 M=0 Y=60 K=0
0.8903 in x 0.8345 in C=35 M=0 Y=60 K=0
0.404 in x 0.3787 in C=35 M=0 Y=60 K=0
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Swatches
mint
cucumber
lemon
r 172
r 52
r 18
g 213
g 94
g 59
b 138
b 16
b 94
coconut
apple
pineapple
r 172
r 137
r0
g 212
g 29
g 167
b 241
b 24
b 157
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Imagery
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Packaging tetra paks
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Tetrapaks Tetra Pak is the world’s leading food processing and packaging solutions company. Nurishmint works closely with our packaging company to provide safe, innovative and environmentally sound products that meet the needs of hundreds of millions of people.
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Presence web print outdoor video
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Web Architecture
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Web Design home page Overall design contains high resolution imagery of mint. Colors used are mint and cucumber green with accents of lemon blue, consistent with the packaging. Buttons run vertically across the top of the screen that link to website pages. The nurishmint logo is on the top left to provide brand recognition.
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who we are page The Who We Are page simply presents an attractive image of the products while explaining the mission and vision of the beverage company.
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Web Design product page The Product page includes a drop down menu that lists links to new flavors, the original beverage, where the company sources its spring water, and the USDA standards for the organic ingredients in the water.
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news page The News page was inspired by Vitamin Water’s website. As one of nurishmint’s competitors, nurishmint’s layout is different enough that it is unique to the beverage company’s overall design. Links to news coverage and press releases inform visitors of the media coverage the company receives.
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Print Advertising magaZine As part of the New Flavors launch, nurishmint created a magazine advertisement naming and displaying the new flavors. The ad was designed to present the new flavors to the world, i.e. nurishmint’s target market.
Natural Spring Water
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media placement Real Simple Natural Health Fit Men’s Health Shape
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Product Placement tmZ
“celebs dig nurishmint�
The general population loves seeing celebrities drinking the same beverage as them. Seeing celebrities drinking a certain beverage can instantly make it glamorous.
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Outdoor Advertising billboard “Makes Sense� originated from putting the simple ingredients together without all the extra sweeteners and preservatives. Nurishmint boasts their organic ingredients and in this billboard, they call attention to the simple and sensible outlook of the company.
guerilla advertising Placing simple imagery of ingredients next to the logo kept the guerilla marketing experience simple but curious. Imagery comes from the original beverage as well as the New Flavors campaign.
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Video 30 second commercial The 30 second commercial advertisement was geared toward promoting the newest flavor additions to the nurishmint product line. It promotes the natural spring water and fresh mint that makes nurishmint the quality beverage it is. Showing ingredients being prepared will help the viewer make a connection from the fresh ingredients in their natural state and the ingredients in the beverage container.
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media placement Discovery Channel Food Network Bravo Travel Channel Hulu Plus
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Raechel Achelpohl graphic designer
| brand specialist 49
graphic design ii
| fall 2012