Product range distributiuon
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PRODUCT | RANGE | DISTRIBUTION Bethany Yates | OUGD203 PROJECT OVERVIEW BRIEF AUDIENCE PRODUCT RANGE DISTRIBUTION The smoothie company is creating 4 new branches in student populated cities across the UK. It aims to replicate and improve on the success of its first shop. In order to do this it requires a brand update to appeal to its increasing number of potential customers and stand up against its larger competitors. The companies existing target audience mainly comprises of students, along with a comparatively small group of city workers and professionals. This audience remains relevant in their new locations, however it is likely that the proportion of working professional customers will increase, meaning the new brand will have to accommodate this, keeping the smoothie companies fun, fresh ethos while appearing more established. The main product will be the companies new visual identity. This will include a new logo, colour pallet and a set of coherent brand guidelines. The product will be applied to a range of printed collateral including packaging, menus and signage. All packaging works within the context of the smoothie shop, it is given away with purchases and is directly relatable to the food. It needs to be in a format recognisable as takeout food but the visuals need to be unique to the Smoothie Company. The social media presence will directly interact with the public, both existing customers and people unfamiliar with the shop will be made aware of who the Smoothie Company are and relevant information about the brand. The website and app will be advertised on all promotional materials and in store. They will also be promoted through the social media presence so new customers can easily find out more about the company.
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Transcript of Product range distributiuon
PRODUCT | RANGE | DISTRIBUTIONBethany Yates | OUGD203
PROJECT OVERVIEW
BRIEF
AUDIENCE
PRODUCT
RANGE
DISTRIBUTION
The smoothie company is creating 4 new branches in student populated cities across the UK. It aims to replicate and improve on the success of its first shop. In order to do this it requires a brand update to appeal to its increasing number of potential customers and stand up against its larger competitors.
The companies existing target audience mainly comprises of students, along with a comparatively small group of city workers and professionals. This audience remains relevant in their new locations, however it is likely that the proportion of working professional customers will increase, meaning the new brand will have to accommodate this, keeping the smoothie companies fun, fresh ethos while appearing more established.
The main product will be the companies new visual identity. This will include a new logo, colour pallet and a set of coherent brand guidelines.
The product will be applied to a range of printed collateral including packaging, menus and signage.
All packaging works within the context of the smoothie shop, it is given away with purchases and is directly relatable to the food. It needs to be in a format recognisable as takeout food but the visuals need to be unique to the Smoothie Company.
The social media presence will directly interact with the public, both existing customers and people unfamiliar with the shop will be made aware of who the Smoothie Company are and relevant information about the brand.
The website and app will be advertised on all promotional materials and in store. They will also be promoted through the social media presence so new customers can easily find out more about the company.
PRODUCT | RANGE | DISTRIBUTIONBethany Yates | OUGD203
PRODUCT
The smoothie companies brand refresh included developing a new visual identity that brought the brand in line with its larger competitors - mainly fast food chain outlets.
The new visual identity includes a new logo, updated colour pallet and a set of brand guidelines that will help to tie the smoothie companies many sales outlets together as a coherent brand.
The new logo takes reference from their previous identity but now uses a custom typeface to give the brand a unique image. This custom typeface is also used on all the main visuals of the brand. The colour pallet references the old brand, but uses much more subtle shades to give the brand a fresh appeal.
An overview of how the product should be used by the client will be provided with the designs to ensure any future development ties in with the visual direction of the brand.
A range of images is available to use alongside the new shop logo. These can be transferred to document before print, or used as stickers to bring any additional pre-existing products in line with the new visual identity. Images are available in full colour or can be reproduced using a single spot colour according to the budget requirements of the item.
A gap proportional to the ‘O’ in smoothie should be left around the logo when placed on any promotional or print based products.
The logo’s baseline is rotated 10° from horizontal. Any accompanying headings placed underneath the logo should also be rotated.
TYPE GUIDELINESIf the Quicksand typeface is unavailable use a rounded sans serif font such as Century Gothic, Futura or Calibri
10°
BODY COPY Quicksand Book10pt
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
HEADINGSQuicksand Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
SHOP SIGN
SHOP SIGN
No tracking
Tracking -75
LABELS/SIGNSQuicksand BoldTracking -75 additional kerning where necessary
DS 298-1 CC40 M0 Y100 K0
C0 M50 Y10 K0DS 141-6 C
The logo can also be placed within a circle to add more visual weight. The circle motif can also be used across the visual identity. The logo can be used in single colour or in black and white to reduce printing costs.
PRODUCT | RANGE | DISTRIBUTIONBethany Yates | OUGD203
RANGE - PACKAGING
There are 3 proposed designs that span the packaging range. This gives the shop the option to swap which range is in use periodically throughout the year either for promotions or just to refresh the shop image.
Full packaging range includes; smoothie, juice, coffee and soup cups, bags and various stickers to identify food products. Food stickers can be applied to generic wholesale packaging to reduce the shops overhead costs.
The cups can be bought pre printed or the custom labels gan be digitally printed onto adhesive stock. These can then be applied to generic cups to reduce costs.
The bags can be bought preconstucted then have the design screenprinted onto the surface.
The smoothie cup labels are digitally printed onto adhesive stock to be applied to the plain plastic containers.
PRODUCT | RANGE | DISTRIBUTIONBethany Yates | OUGD203
RANGE - SIGNS
Exterior signs. These will be created from acrylic. This should ensure the signs are weatherproof, while creating vibrant colour reproduction. The surface texture of the signs will also be contrasting to the surrounding brickwork ensuring they are eye catching.
Interior signs displaying products and pricing will be printed onto large boards, sealed with matt laminate/varnish to heighten readability. These will be mounted onto the interior walls of the shop.
Fridge signs will be digitally printed onto thin card (220 GSM) so they are easily interchangeable. This ensures food hygiene safety, and allows the shop to remove or change product lines instantly.
NonDairyNon DairyClassic
Strawberry, Banana, Apple Juice
Berry HeavenApple, Pear, Mixed Berries, Apple Juice
Non -Dairy Mango MadnessMango Pulp, Pineapple, Pineapple Juice, Orange Juice
Pineapple PunchPineapple, Banana, Lime,
Pineapple Juice, Ginger Beer
Raspberry CoolerRaspberry, Banana, Orange Juice
Passion Fruit SaladPassion Fruit, Banana, Strawberry
Mango Pulp, Apple Juice
DairyThe Classic
Strawberry, Banana, Yoghurt, Apple Juice
Breakfast BoostStrawberry, Banana, Oats, Yoghurt, Honey
Mango MadnessMango Pulp, Yoghurt, Milk
Banana SplitBanana, Cinnamon, Yoghurt, Honey
Raspberry BlushRaspberry, Banana, Yoghurt, Apple Juice
Passion Fruit PleasurePassion Fruit, Banana, Honey
Yoghurt, Apple Juice
PRODUCT | RANGE | DISTRIBUTIONBethany Yates | OUGD203
RANGE - DIGITAL PRESENCE
The purpose of the smoothie app is to provide customers with easy, on the go access to information about the shop and its products. The main body of the app consists of a detailed menu, including information about ingredients, prices and nutritional values. There is also an information section that gives the user some background information about the shop, as well as provid-ing accurate directions. The app also features a direct link to the shops social media presence to make it easier to gain followers.
Each menu is separated into sub categories that open vertically when selected.
Separate screens come in from the right when an individual menu item is selected. Ingredients and price information are shown along with an image of each product. Nutritional info is also included for food items.
GPS tracking gives directions to the shop from the users current location.
Social networking buttons link straight to relevant accounts.
PRODUCT | RANGE | DISTRIBUTIONBethany Yates | OUGD203
RANGE - DIGITAL PRESENCE
As part of the brand refresh the Smoothie Company will maintain a much more consistent online presence. Its Twitter and Facebook now feature a consistent visual theme. Their feeds will be used according to appropriate social media etiquette, Facebook as the main tool for important shop updates and twitter for shorter insights into the everyday ruining of the shop.
Each week the shops social media followers will have the chance to win a money off voucher/free smoothie by sharing, liking or retweeting Smoothie Company info. This aims to boost the market penetration of the Smoothie Company, spreading brand awareness through its existing customers.
The websites primary function is to act as a digital menu, featuring all products with their prices and ingredients. It also provides some background info the shop, along with directions to its location.
