It’s no magic bullet, but the benefits of water are many.
Ran An Process Book GR.620 Visual Thinking Instructor: David Hake
Table of Contents
15
5
Topic Selection
6
Topics for Investigation
8
Brainstorming Wall
11
Three Ideas from One Topic
12
Final Topic
Branding
16
Initial Naming
18
Background
19
SWOTs
20
Audiences
26
Stakeholders
27
Competitors
28
Brand Development
34
Moodboard
36
56
Conclusion
Deliverables
37
Branding Posters
44
Brochure
50
App
52
Products
54
Environment
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Natureau / Page 5
Topic Selection –Topics for Investigation –Brainstorming Wall –Three Ideas from One Topic –Final Topic
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Topics for Investigation In this section, I came up with 20 topics that I liked and disliked. Based on the findings from comparing these potential topics, I developed 5 topics for further investigation.
TOPIC ONE: How to upgrade current promotion materials of the bottle water to raise peoples’ interests and attention in drinking.
TOPIC TWO: How to raise the level of owners’ consciousness about clean up their dogs’ wastes.
TOPIC THREE: How to improve the quality of dogs’ lives by introducing professional dog walkers to the owners.
TOPIC FOUR: How to promote the activities prepared for the elders to enrich their lives.
TOPIC FIVE: How to help breakfast stores make attractive and educational promotion materials to promote the importance of breakfast and their food.
Natureau / Page 7
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Brainstorming Wall
The purpose of brainstorming is to generate as many ideas as possible. I created two pairs of opposing words to frame the brainstorming ideas which are NATURAL vs. UNNATURAL and HYDRATION vs. DEHYDRATION.
Natureau / Page 9
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Natureau / Page 11
Three Ideas from One Topic After I decided the topic, the process of brainstorming exposed several ideas. Then I generated three from those and refined them.
1. Water, a healthier choice Water doesn’t contain sugar, caffeine or other ingredients that are potentially unhealthy for human. I hope to educate people to choose water rather than other drinks in their daily lives.
2. A healthy way to keep you looking good Some people want to lose weight or prettify their skin, so they usually choose some unnatural ways to achieve it. However, drinking water is a safer and easier way to keep their beauties.
3. Take a break, and sip a health People are sometimes too busy with their homeworks or businesses to remember to drink water. I want to remind them the importance of drinking water for their health whenever they are busy or not.
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Final Topic
Find time to drink water for your health How to persuade people not to forget to drink water even when they are busy? Water doesn’t contain sugar, caffeine or other substances that are potentially unhealthy for human. People are sometimes too busy with their homeworks or businesses to remember to drink water. I want to remind them the importance of drinking water for their health whenever they are busy or not.
Natureau / Page 13
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Natureau / Page 15
Branding –Initial Naming –Background –SWOTs –Audiences –Stakeholders –Competitors –Brand Development –Moodboard
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Initial Naming
Natureau / Page 17
Name:
NATUREAU
Category:
Commercial
Location:
France (Alpsee)
Purpose:
The purpose of this brand is to educate people, especially those who are too busy to drink, to have more natural water instead of other beverages.
Scope:
An international brand
Competition & inspiration:
There are so many brands of bottle water in the market. How to establish this brand so as to make it unique and more competitive with others.
General information
This brand will be more fascinating than any others in terms of packaging style, the aim of which is to attract more customers to choose this bottle water rather than juices, soda, coffee or any other drinks.
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Background
Natureau, coming from Alpsee Lake, France, is a new international brand of bottle water. Its mission is to remind people, especially those who are often too busy to drink, to take more natural water rather than other beverages. Some healthy issues are resulted from having insufficient amount of water in our bodies. People usually forget to drink water when they are busy in their work or life. The original intention of the establishment of Natureau is to raise their interest and attention in drinking.
Natureau / Page 19
SWOTs
STRENGTHS
WEAKNESSES
Pure/Natural/Healthy/Clean/
Tasteless/Sweetless/
Fresh/Complete/System/
Expensive/New/
Energy/Environmental/
Unfamiliar/Competitors/
Recycle/Elegant/Simple/
Various
Sugar Free/Caffeine Free/ Advertisement/Quality
OPPORTUNITIES
THREATS
New/Natural/Healthy/Fresh/
Competitors/New/
Environmental/Recycle/
Unfamiliar/Tasteless/
Reusable/System/Elegant/
Preferences/Replaceable/
Educated/Advertisement/
Various/Expensive
Busy and Stressed
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Audience One
Natureau / Page 21
Peter Age:
28
Occupation:
Financial Analyst
Working Hours:
10 hours per day
Daily Drinks:
Coffee •Processing and analyzing data almost all day •Drinking excessive coffee to keep mind sharp •Barely has the thirst to drink water •Feels anxious and fatigue recently •Usually gets headaches •Suffers from insomnia sometimes •Over-stressed
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Audience Two
Susan Age: Occupation: Working Hours: Daily Drinks:
35 Administrative Work 8 hours per day Soda, Juices
•Pregnant •Prefers anything sweet •Drinking soda to relief thirsty •Has mild hyperglycemia •Has diabetes in family history •Should reduce intakes of sugars •Sits on her chair in most of the time
Natureau / Page 23
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Audience Three
Natureau / Page 25
Tracy Age:
30
Occupation:
Housewife
Daily Drinks:
Coke •Favors coke only •Over-weighted •Has obesity in family history •Hopes to lose weight •Never take exercises •Skin looks bad •Has constipation a little
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Stakeholders
Elizabeth is a housewife with two sons. She loves her husband Peter very much. In most of the time, Peter is very busy. His hard-work supports the whole family. Elizabeth thinks her husband should take more water in the work to stay healthy.
Hyperglycemia from any cause can seriously affect both mother and baby, and increases the risk of complications during pregnancy labor and after delivery. If a mother want to have a healthy baby, she should take control the intakes of sugar.
Laura is Tracy’s mother. She just lost her husband because of hypertension that was caused by overweight. She doesn’t want the nightmare to happen to her daughter again, and hopes Tracy can lose weight and be healthy.
Natureau / Page 27
Competitors
Fiji Water is sourced from Yaqara, Viti Levu. Viti Levu is the largest island of Fiji. Natureau aims to educate people to drink more water. It has more advertisements and promoting materials than other water brands. The bottle is made of glass instead of plastic, so it is reusable and more environment friendly.
Coca-Cola, the name refers to two of its original ingredients: kola nuts, a source of caffeine, and coca leaves. However, Natureau is totally sugar and caffeine free which are beneficial for people’s health. It could definitely reduce the possibility of having obesity and diabetes.
Voss is a Norwegian brand of bottled water. The water is marketed in over 50 countries, with a particular focus on the United States. Natureau cares people’s health more and it has its own complete system to alarm people to drink water. What’s more, it has a plan to extend its market in some undeveloped countries where highquality water is not accessible.
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Brand Development
Natureau / Page 29
NATUREAU
U
NATUREA
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Natureau / Page 31
Visual Identity Development Typeface: Bell Gothic
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Final Solution
In this version, the curve that simulates mountain and river crosses through the letters. I chose an elegant typeface, Bell Gothic. The dark blue color represents ocean, and the light blue resembles the lake and river.
C89, M79, Y0, K0 C45, M0, Y13, K0
Natureau / Page 33
Tone & Keywords
Tone: PERSUASIVE Natureau aims to persuade people into drinking water instead of other beverages. It educates people to drink water even when they are busy. This brand wants to promote that health is the most important. Therefore, the language will be more persuasive.
Keyword A: BALANCE Fluid losses occur continuously, from skin evaporation, breathing, urine, and stool, and these losses must be replaced daily for good health. When your water intake does not equal your output, you can become dehydrated.
Keyword B: MAINTENANCE Our body is composed of about 60% water. The amount of water we consume everyday plays an important role in maintaining a healthy body. Adequate and regular water consumption has numerous health benefits.
Keyword C: FLUIDITY Water is an excellent detoxifier as it helps flush out toxins from your body and get rid of waste primarily through sweat and urine. Water also helps in digestion and prevents constipation. It is recommended to drink eight 8-ounce glasses of water per day.
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Moodboard
Natureau / Page 35
Messages and Drivers
Main: People should drink enough water everyday.
Sub A:
People should drink water no matter what they are doing.
Sub B:
While people are busy with their tasks all day, they should be reminded to drink more water.
Sub C:
Drinking water is essential to our health. Having the awareness of drinking water to keep healthy is very important in our daily lives.
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Deliverables –Branding Posters –Brochure –App –Products –Environment
Natureau / Page 37
Branding Posters The posters aim to emphasize that people should drink water when they are doing exercises, busy with study or even taking a rest. I used green as the background color to create a feeling of nature.
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Natureau / Page 39
Keep naturally healthy—drink water to help control weight.
natureau.com
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Stay healthy on the run—drink water even when you are busy.
natureau.com
Natureau / Page 41
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Natureau / Page 43
Take a healthy break—drink water while enjoying a rest.
natureau.com
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Brochure
Brochure could be easily passed to every passersby, which is beneficial for promoting the importance of drinking enough water. This brochure focuses on the science-based health benefits of drinking enough water in every day.
Cover
Natureau / Page 45
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Natureau / Page 47
App
People carry cellphones everyday and almost can’t live without them. Using an app installed on their phones can be very efficient and powerful for reminding them to drink water on time. This app will based on the principle of eight 8-ounce glasses of water per day. It will set up different drinking time to
“Drink eight 8-ounce glasses of water a day.”
Alarm
Data
Home Page of the App
alarm people for water. Also, if people use the timer to take exercises, it will alarm after 40 minutes.
Find us
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Exercises
Exercises
00:40.00
00:00.00
It’s time to drink water! Take a break
No, thank you
Pause
Start
Pages of “Exercises”
Natureau / Page 49
Alarm
Find us
Data
Water Time
Day
Week
Month
8 times per day
It’s time for your fifth glass of water today! Take a break
Alarm
Data
Running:
40 minutes
Walking:
20 minutes
Drinking:
4 glasses of water
4.8 miles 2 miles 32 ounces
You have missed one glass of water today.
No, thank you
Find us
Alarm
Data
Find us
Tabs of “Alarm”, “Data” and “Find us”
Alarm
Data
Find us
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Product
Natural Mineral Water
Natural Purified Water
Natureau / Page 51
Glass, with volume scale on it
Shopping Bag
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Environment
Natureau / Page 53
Where are we?
On the office table
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We are Here!
On the supermarket shelf
Natureau / Page 55
In the food court
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Conclusion
Natureau / Page 57
Our body is composed of roughly 60% water Some people don’t realize how important water is in our body, so I hope to inform and educate them to choose water rather than other drinks in their daily lives. Some healthy issues are resulted from insuďŹƒcient amount of water in our bodies. People usually forget to drink water when they are busy in their work or life. The objective of this project is to raise people’s interest and attention in drinking water.
Do you drink eight 8-once glasses of water today?