The concept that I came up with for my brand is a small product aimed at children - a small kit that contains all they need to care and nurture their own plants. I decided on the name of Plant Care Kit, because it was simplistic and easy to understand from the child's perspective. I had to consider carefully my target audience because although this product was going to be used by children and perhaps picked off the shelf by them; it would ultimately be the parent or carer paying for it. Therefore I intended to emulate the good values associated with the product, giving it a rustic, hand-made image through the branding in order to appeal to parents who want the best for their children.
Innocent Drinks
This company is a great example of the hopes I have for my own idea. Innocent Drinks as a company is an invaluable source of research for my Plant Care Kit with their successful marketing strategies that help build the brand identity.
They maintain the same fonts and aesthetics throughout their website which is now easily recognised by their customers everywhere. The bright colours and wholesome imagery marry in to create a very strong image for the brand's morals. The use of simple adjectives such as 'little' and 'lovely' replicate those used by their target market, which is likely to be children and parents who use the same dialect when conversing with their kids as part of the theory of 'child speak'.
The hand-drawn aspect of the logo is something that I want to incorporate into my own brand as it gives a more organic, softer feel to the brand. Their logo is simple and effective. It can be placed almost anywhere, without any text and still represent the brand and its values.
I love their packaging. It's busy; particularly with the small little facts, anecdotes and quirky little sayings. Each individual product appears individual and it gives the user something to read or lookout for - almost anticipate with every drink of their smoothies.
One of the company's downfalls was the fact that they give such a large proportion of their profits to charity, however I feel that this is an aspect that can further propel the morals of the brand. Innocent Drinks gives a ridiculous amount of money to charity - so much so that it has undermined their financial situation, however even giving a small proportion and putting that on the packaging and within the information booklet would give my brand a kinder image.
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