Create a Brand

Fresco Fabric Softener
Jamie Parfitt

   

  Table  of  Contents  
Product & Targeting ........................................................................... 3   Image & Position ............................................................................... 4   Brand Elements .................................................................................. 5   Name ..............................................................................................................5   Colors .............................................................................................................5   Logo ...............................................................................................................5   Slogan ............................................................................................................6   Package Design ...............................................................................................6  

2

Product  &  Targeting  
Epsom salt has been on the market for centuries due to its application in hundreds of different areas, ranging from skin exfoliation to seed germination to a treatment for osteoporosis. The salt is also one of the base ingredients to many cosmetic products out on the market today. The major problem with marketing Epsom salts comes about when they are sold as just the salt with nothing else added. Typically we find this variant in a nondescript box hidden away on the bottom shelf of the supermarket aisle or in a barrel with a scoop in an organic heath store. This variant was traditionally popular, required the mixing with other products for its use. However, new premixed products catering towards the modern day consumer have come onto the market, leaving Epsom salt as a product used by the older generations or as a traditional cure-all, recommended by Grandma, which is still used within the family. Epsom salt is natural, cheap and easy to obtain making it an ideal product to be branded and sold on a mass-scale. However, how can you effectively brand and target a product that has so many unrelated uses? The answer is simply to brand each use individually. Thus we create a umbrella Epsom salt brand that owns a range of smaller brands, all of which having Epsom salt as the only or key ingredient, with each of these smaller brands targeting the different markets and uses of the product. One such use of the product, and as a branding example, is as a fabric softener. Fabric softeners in the market today are predominantly chemicalbased and coat the fabric in the chemicals to give them a soft texture. These chemicals can cause allergies, are bad for the environment and plumbing systems, and have a tendency to reduce the absorbency level of towels. The natural and environmentally friendly Epsom salt can effectively soften fabrics without chemically coating them, and is especially good for towels as it can make them soft whilst maintaining their absorbency. There are several fabric softeners already on the market that claim to be natural and environmentally friendly, therefore we would make the ability to maintain the absorbency of towels the unique selling point of the brand. The Epsom salt fabric softener would have two main target markets, catering to the two main positive aspects of the product: 1. Frustrated towel users looking for a solution to the “softness vs. usefulness” predicament. This market would also include people who are unaware of the problem, as defining it would create the issue in their minds. 2. Women 25 - 55 (the typical fabric softener market) who are environmentally conscious

3

Image  &  Position  
The Epsom salt brand of fabric softener will need to stand out from the currently existing alternatives on the market, to be noticed and accepted. Fabric softener brands typically create a “soft” image with gentle colors and images of children, teddy bears and flowers. Whilst this puts out a very appropriate message, all the brands look exactly the same. The Epsom salt brand shall have the following image: • General o Exciting o Funky o Different o Young o Innovative Environmentally friendly o Fresh o Naked o Natural o Stripped down o Bare essentials Towel absorbency o Simple o Easy o Superior o A solution o Slightly arrogant

The brand will have an attractive, yet simple, logo that is soft whilst giving an impression of brand strength. The packaging shall be stripped and simple, to convey the brands image and stand out from the cluttered designs of its competitors. Additionally, colors used shall be appropriate to the product and to the natural image. The brand shall be positioned as a mid-range product, of medium price and medium quality. This suits its image, where it is not poor quality and questionable and not too highly branded and luxurious. Standing in the middle of the chart, the brand can cater towards the general fabric softener market. There can be two variants of the brand initially, an unscented (pure Epsom salts only) version and a lavender scented (Epsom salts with perfume) version. This can lead to possible line extensions of other scents at a later date.

4

Brand  Elements  
Name  
Fabric softener brand names include Downy, Comfort, Snuggle and Bounce. These names relate the brand to the product, and its use; Downy being a texture, Comfort and Snuggle referring to desires generated because of soft fabrics, and Bounce due to the extra volume the product gives fabrics. The Epsom salt fabric softener needs a name that can be easily aligned with the product and its use, and is coherent in relation to the names of its competitors. A list of names were devised and narrowed down a select few favorites, before the final name was chosen. The chosen name for this brand is Fresco. Fresco is both the Spanish and Italian word for “fresh” – a word that aligned perfectly with our brand image. Frais, the French translation, was shortlisted but dropped due to it being used for another brand and due to the overuse of the word in general. What also made Fresco an ideal name were the two middle letters of the word being “es” or Epsom salt. This would give greater meaning to the name, and opportunity to the logo.

Colors  
The colors of the Fresco brand would need to reflect the name, image, position and product. Chosen was a three-color system: blue, green and white. The blue, with both a light and dark shade, represents the Epsom salt product as both laundry-related and originating from the sea. The green represents freshness and how the product is both environmentally friendly and natural. The white represents the image of simplicity, nakedness and the bare essentials. As a variant, the lavender scented version should be purple, orange and white. Purple representing the lavender, orange for design purposes in its reflection of the blue-green relationship from the unscented version, and white to maintain the image of simplicity.

Logo  
The idea of the logo is to be soft whilst giving the image of a strong commercial brand. Additionally it is also to emphasize the “es” in Fresco. A concept logo was created and enhanced to provide professionalism.

5

Slogan  
Fresco’s slogan shall be directly related to its targeted advertising campaign and be used to accompany the brand name for promotion. The main market for this product are frustrated towel users looking for a solution to the “softness vs. usefulness” predicament. Thus the slogan needs to call out to these people and offer Fresco as a solution: “Why can’t towels be both soft and absorbent?”

Package  Design  
Fabric softeners, and detergents, have two predominant package types: • • The curvy aesthetically-pleasing plastic bottle, with or without a handle, containing liquid and with a measuring cap A cardboard box with a tear-off opening, containing powder and a plastic scoop

Fresco’s packaging, like its name, should be easily aligned with the product and its use, and coherent in relation to the packaging of its competitors. A solid laundry product is typically packaged within a box, however Fresco is to be simple and innovative. Fresco will thus be packaged, due to its ease in pouring, in a plastic bottle with a measuring cap.
The bottle will be curvy and shaped to fit comfortably within the hand of the consumer without the wasteful need of a handle. The bottle shall also be 100% recyclable to match the natural and environmentally friendly identity of the brand. The labeling of the bottle shall use the color scheme chosen and compliment the logo. All copy shall be upbeat and funky, to align with the brand image, and describe the many benefits of the product. The label shall be in one of two forms, depending upon cost and environmental reasons. The first form is a clear plastic sticker attached to the bottle with the text printed upon it, the second form is the text and logo printed directly upon the bottle surface. The idea behind labeling in this way is to prevent any label being seen at all, and to again enforce the image of simplicity, nakedness and innovation.

 

 

6

Sign up to vote on this title
UsefulNot useful