N ATA L I E L U T Z | G D 4 2 4 | F A L L 2 0 1 8

CREATIVE BRIEF

BRAND: White Winds Juice.

DIRECT COMPETITORS: • Primary: Jamba Juice, • Secoundary: Purple Moon Juice.

TARGET AUDIENCE: 20-50 year-olds.

OTHER BRANDS THAT AUDIENCE INTERACTS WITH: • Health foods: Whole Foods, Market of Choice. • Local Brands: Tried & True Coffee Co., First Alternative, Laughing Planet. • On-the-Go beverage: Starbucks .

KEY DEMOGRAPHIC: • Older Gen Z/ Younger Millennial Women• Health Conscious• Active• Minimalist• Vegan/Vegetarian/Plant-Based• Eco-friendly

STRENGTHS, VALUES, IDEALS:White Winds aims to power you through your day with organic and fresh energy. We prioritize simple and delicious ingredients that are grown and harvested from nearby organic farms.

SOURCESJamba Juice SWOT: https://www.mbaskool.com/brandguide/food-and-beverages/14389-jamba-juice.htmlWhole Foods SWOT: http://panmore.com/whole-foods-market-swot-analysis-recommendationsStarbucks SWOT: http://panmore.com/starbucks-coffee-swot-analysis

MOOD BOARD

SKETCHESW O R D M A R K

SKETCHESP I C T O G R A M

LOGO DIRECTION

D I G I T A L S K E T C H V E C T O R A L T E R N A T I V E V E C T O R

BRAND GUIDE

LOGOWhen on a l ight background the logo should be displayed as a dark color outl ine. Alternatively when placed on a dark background the negative space of the logo should stay intact as a l ight color. There should be adequate spacing around the logo as displayed below. Pictogram may be used without word mark, but wordmark may only be displayed without pictogram if the pictorgram already exists on the same surface.

COLOR T YPEThe main colors are inspired by the ingredients we use everyday. The Primary pallet should consist of Kale and Marble. However, Charcoal, Pamplemousse, and Turmeric may be used as well . A dark Pamplemousse and dark Turmeric may be used on special occasions when their is not enough contrast.

Brandon Groteque A a B b C c D d E e F f G g H h I iJ j K k L l M m N n O o P p Q qR r S s T t U u V v w X x Y y Z z0 1 2 3 4 5 6 7 8 9

A a B b C c D d E e F f G g H h I iJ j K k L l M m N n O o P p Q qR r S s T t U u V v w X x Y y Z z0 1 2 3 4 5 6 7 8 9

A a B b C c D d E e F f G g H h I iJ j K k L l M m N n O o P p Q qR r S s T t U u V v w X x Y y Z z0 1 2 3 4 5 6 7 8 9

A a B b C c D d E e F f G g H h I iJ j K k L l M m N n O o P p Q qR r S s T t U u V v w X x Y y Z z0 1 2 3 4 5 6 7 8 9

CORRECT USES COLOR

CORRECT USES BL ACK & WHITE

INCORRECT USES

PATTERN ALTERNATIVE MARKS

APPLICATIONS