Re-Visit

After a few months we have revisited our Eden water project. We want to simplify our idea and focus more specifically on a selling point that will engage customers with our water brand over another water brand. We are still keen on our idea of Eden and the line of "What's your Eden?", however we are looking to change our brand values.

We previously said that our brand values were...
"We have come up with some brand values to represent our brand. We want it to either be simple or complex and to possibly represent ideas such as fun, health or professionalism. These are all the things we have to think about when it comes to our brand and the way we are going to design it. At the moment we want our brand to firstly be environmentally friendly as we are looking into a different type of material i.e compostable bioplastics but to also still be healthy for the consumers so we are making sure that these bioplastics have no health risks. We particularly want our brand to be simple and not over complicated for the consumers but to still be fun and represent as wide of a target audience as possible as we want to have a brand that is for everybody for everyday instead of focusing on just one target market."

We are still looking for our brand to be environmental as the packaging is design to be environmentally friendly and our name 'Eden' relates to the environment. We also still want our water to be a healthy water with the minerals and nutrients etc that it provides the consumer with but also by making the packaging healthy. We however are thinking of changing our target audience and rather than having a water brand that is for everyone for everyday use, we will have a more specific target audience. As we are both of a young demographic and know what the young target audience want and like, we are considering having our target audience as young men and women. 

We are wanting to promote our water through a campaign that will make a young audience intrigued and enticed by our Eden water over any other water and therefore we are looking into the idea of using sex appeal to sell our water. We are not sure yet as to how we are going to do this but we will look into other advertising campaigns that do this through the use of innuendos etc, as this is something that younger people can relate to and are interested in. 

ADVERTS WITH SEX APPEAL

We have looked at some adverts which sell their products through sex appeal.

Diet Coke.

Muller Light Desserts.

Haagen Daz.

One of the main brands that we think uses sex appeal within their advertising is Herbal Essences. The good thing about Herbal Essences is that it also relates to nature, like our brand Eden and therefore we might be focussing on how Herbal Essences brand and advertise when doing our own.

Unfortunately, we struggled with what to do in relation to our water and the idea of sex appeal as the two themes didn't go together well. Therefore we have decided to take it in a new, different direction. 

Purity

After deciding that sex appeal wasn't the right way to take our brand, we begun to look at something totally opposite and focused on the idea of purity. We thought of purity because it relates so well to water as water is one of the purest of all liquids and because we also want our water to be portrayed as pure and good as it comes from the Eden River.

We had initially planned to have a general, varied target audience but when we began to revisit our brand values, we changed our target audience to a younger audience as we both know this age group well as we are both a part of it. However, as we are now looking to focus the brand around the idea of purity, we think it would be good to not only target a younger audience but also an audience that are health conscious.

A lot of  people are health conscious at the current time and pay close attention to everything that they eat, drink and the way they live and therefore if we can promote our water as being a water that is pure and healthy and natural then hopefully it will encourage people to buy it. The idea of purity also suits our current bottle design very well as we have used green and blue colours and shapes such as curved lines and bubbles which all represent a natural theme.

When thinking about the purity of water, we originally thought of water in natural environments such as water falls and so we researched adverts that included a product in a natural setting.

We liked how the product being sold, the water bottle, became a part of the nature as it really promoted how natural it was and so we created our own adverts that put our water directly in these natural settings.

When thinking about the purity of water, we originally thought of water in natural environments such as water falls and so we created these adverts that put our water directly in these natural settings. We tried to match the colours on the bottle to the natural colours of the leaves and water in the photographs to really promote how natural and pure the water is.Within the advert we didn't want the image in the background to overpower the water bottle and take away focus from it so we blurred out some of the image. The part of the image that we didn't blur stands out most because the quality of the photo is sharper and crisper and when you look at the image, the sharper area is where your eyes are drawn to and therefore we placed our bottle within this area of the image so that when people looked at the advert they would immediately be drawn to and be focusing on our bottle. As we were looking at using waterfalls and natural sources of water within our adverts, we began to think of straplines that included the word source.

• Source of Power
• Source of Energy
• Source of Health
• Source of Pure
• Source of Water
• Source of Goodness
• Source of Eden

We liked the sound of 'Source of Pure' but there was something about it that wasn't completely right so we played around with it and phrased it in different ways.

• The Pure Source
• The Source of Pure
• The Purity Source
• The Source of Purity 
• The Source that's Pure
• Source of Pure
• Source of Purity

'Source of Purity' was our favourite of these options and so we decided to go ahead with using this strapline. We felt that 'Source of Purity' represented our brand well because it relates to the source of the River Eden and it conveys how pure our water is.

When we looked back at the adverts we had created featuring the waterfalls etc, we felt that they were slightly over complicated and that it would be good to simplify them but still keep the natural and pure theme. To give us a bit of inspiration we looked at the advertising of other water brands.

In our 'Campaign' post you can see our further progress with the advert and how we have taken inspiration from these simplistic, natural adverts for water brands.

Campaign

We have begun to think about our advertising campaign and ways to promote our water brand. We want to use the fun facts to promote 'the little things in life that give you hope and make you smile' rather than focusing on the negative things in life. We are taking inspiration from the Coca-Cola 'Share a Coke' campaign that had peoples names on the bottles. We really like this idea as it was personal and quite interactive and people got really involved in it.

http://www.coca-cola.co.uk/share-a-coke/share-a-coke.html

We want our campaign to be similar to this in that people can get involved and be interactive with it to make it personal to them. We will have facts that are positive little messages about the world to make people smile and our campaign will be called 'message in a bottle'. We will then encourage people to share their own little facts/messages that make them smile. We think that this links well with our brand values as its fun and simple and interactive and appeals to a wide target audience as anyone can share whatever is personal to them. We also like how this links to our brand name Eden as we will ask people to share what it is that makes their day and what their little bit of heaven/paradise is and this is the meaning of Eden. Therefore, we could ask people to 'Share their Eden.

We have been undecided as to what type of facts to have on our bottles as we haven't be able to decide between having interesting facts, facts that make you smile or water facts. Therefore, to decide what would be best and what people would find the most interesting, we have created a survey and analysed our results.

https://www.surveymonkey.com/s/F9KHK6C

https://www.surveymonkey.com/analyze/?survey_id=45994011&OPT=NEW

For our first question of "Which fact from the following do you find most interesting? (Rank 1 the most interesting, 6 the least interesting)" we asked participants to rank 6 facts in order of their favourite. The top three favourite answers were "The five great lakes boarding the United States and Canada have about 20 percent of the worlds available fresh water", "Cuddling releases oxytocin which helps speed healing and recovery from physical wounds" and "Neurologically speaking, seeing someone else smile actually makes you happier."

For our second question of "Which type of fact would get your attention and make you engage the most?" we asked participants to select the appropriate answer from a choice of three. The most popular answer was "Facts about the world/life."

For our third question of "Which of the following conveys our brand values of fun, simple and interactive in the best way? (Rank 1 the best, 3 the least)" we asked participants to rank 3 choices in order of the most relevant. The favourite answer was "Random facts about the world/life."


After analysing these survey results, we found that over the three questions, facts about and relating to the world/life were the most popular and favourited, followed secondly by facts about water.
Therefore, we have chosen to put interesting little facts about the world/life that make you smile on our water bottles. However, we still like the idea of using water facts as well as they relate so well to our brand so we want to find a way to have both of these types of facts.


We will have the majority of facts that make you smile, however, we will have facts about water featuring on a few rare bottles. For example,  if we had a variety of 200 different facts about the world/life we will 10% of this, so 20 facts about water. These water facts will be more unique and rare to find so we like the idea of creating a further campaign centred around this in which customers can win prizes/be entered into prize draws if they find these rare bottles.

However, for now we will have 10 facts about the world and life that make you smile and 3 facts about water, just to give an idea of what we would do if we were actually producing and releasing this.

Water Facts

• The five Great Lakes boarding the United States and Canada about 20% of the worlds available fresh water.
• Over 90% of the worlds supply of fresh water is located in Antartica.
• 70% of the earth is covered with water that is readily available for human use. Nearly 97% is salty or otherwise undrinkable. Another 2% is locked in the ice caps and glaciers. That leaves just 1% for humanity's needs. 

Interesting Facts

• Almost element in our body was made from an exploding star.
• Cuddling releases oxytocin which helps speed healing and recovery from physical wounds.
• We've all been here forever. Every bit of matter we see has been here since the beginning of time and it always will be.
• Neurologically speaking, seeing someone else smile actually makes you happier.
• At the time of your birth, you were, for a few seconds, the youngest person on the planet.
• Three kisses a day can speed up and strengthen your metabolism.
• We now have less crime, a lower death rater and longer life expectancy than at any other time in human history.
• Cancer death rates are down 20% in the past 20 years.
• A guy from a Canadian island has sent over 4,000 messages in a bottle and has received over 3,000 responses from people all over the world.
• With our horseless carriages, flying robots, space travel, long-distance communication, cloning, lasers and connection to people all over the world...We are currently living in the future that people once dreamed off.

These 13 facts are just a few of the many we could have. But they are all interesting and engaging and convey our brand values of fun and interactive.

Since finishing our bottle designs we have begun working on some simple adverts.
Our campaign will work mainly on social networking sites, getting consumers interacting and making the brand personal to them. However, we will have some press adverts that will convey this campaign as well.

These are some initial mock ups of the adverts that we could have for both the still and sparkling waters.

These are two designs that could work alongside each other for the still and sparkling water.

We have tried to keep them simple but still in keeping with the design of the bottle. This design shows the main idea of our campaign in that we want people to share what makes their day and their "Eden" such as things like 'chocolate' 'christmas' and 'lazy sundays'.

These are two designs, similar to the first ones, however these designs also show the fact that we will have on the side of our bottles. These designs have an added strapline of "Eden Natural Still Water 'here to make your day'" and "Eden Natural Sparkling Water 'here to make your day'". These adverts also promote the campaign that will allow people to personalise bottles and have the chance to have their own fact/quote on bottles.

Here after talking to my tutor, I wanted to see how the advert would look with basic information.

As we chose the 'Eden Source of Purity' we went on to look at nature and what represents nature, this is why we focused on leaves, water, nature colours these all helped us come up with ideas for the adverts.

We thought about using a fun background or a background with a texture to come across nature and the idea of Eden. We wanted the idea of nature instead of using sex appeal as this didn't feel right for our brand. We wanted to come up with something simple but not to over complicated our product to much so we wanted a word or sentence that sums up our product.

I really like the last image above as I feel that the simple background makes the bottle stand out to people. We chose to use a single leaf with a water droplet as this just adds to our idea of having our advert more simplistic, it also shows that this is a water brand as well from the other water droplets.

Carrying on from the last image we chose to see what the advert would look like with just a plain cream background and just having the two other images. We played around with the words also as we weren't sure if we should keep the 'Eden' part in it. We also weren't sure if we should keep the typeface the same to the font on the bottle? This is something that we need to try. 

After thinking about typefaces and positioning we came up with these as some ideas, we chose to have the typeface the same as this just made the advert seem a bit more together than the words look like they have just been added. We also played around with where to have the word 'Purity' and if that  need to be with 'Source of'. These were all ideas that we wanted to try out. 

As you can see from the above images I added the extra reflection to the bottle as it made you think that the bottle is stood in water. We also couldn't decide on where to have the leaf and water droplets on the page as we wanted to have the bottle as a main focus on the page. We still are unsure on the positioning the words completely so this is still one of the things you will see us still changing. 

  

As we have two types of water, we have to adverts to think about we wanted to have them both similar in the way the bottle is placed and also the droplets. This idea was almost more easier to do as we had more ideas such as using bubbles instead of droplets. We also liked the idea of using the a similar colour to whats used on the bottle for the background for the colour of the leaf and bubbles.
Again we weren't sure on how to have the words on the adverts?
We again chose to have the background a more simple plain colour instead of having more of a texture, this was again because we wanted to have the bottle being the key focus.

After some serious thinking we decided to edit the advert a little bit more as we felt that the advert was very crowded, we decided to edit 'Eden' from the advert we just thought the fact that 'Eden' is written on the bottle then it doesn't need to be repeated on the advert. After making these changes we then decided to make the bottle a little bit bigger and the words smaller so they compromise each other.

For the still water I decided to change the background colour a little bit more to an off green so its similar to the sparkling advert where you can see a hint of blue. I know this is a small change however we feel that this has changed the feel to the entire advert so it's has more of connection. We feel that when they are next to each other they look more like a brand then two separate products.

After spending some time on the sparkling water we have grown to love this more than the original which shouldn't be right. This is when we had to think how we can change or add something to add to the advert, we decided to add a splash of water so the droplets lead into a splash. We looked for something that was very simple and to much of a big splash which is why we went for the above splash.
We played around with the position of the splash as we weren't sure which one looked better?
The way the splash looks at the bottom of the bottle looks a lot better then at the top as it just looks and feels right, in a way it makes the water look very luxury which I feel the sparkling does also.

Here we looked closely at both adverts beside each other and we noticed that the droplet along with the type wasn't the same size. This is something that we both thought should be the same on each poster to keep them as a set. 

These two images above we have decided to have as our last designs, we made the changes of the font size and droplet size to be the same we think this is the best designs we have done. Simple but straight to the point, we had a lot of choices to pick from with good and bad changes but these are the best we have come up with. 

Once we had decided on our favourite and final designs for each of the Still and Sparkling adverts, we decided that it would be a nice idea to combine the two and have one advert which promotes both the still and sparkling together. 

The above designs were the first two that we designed. We wanted to keep them simple like the individual adverts, and we wanted to keep the idea of the pure and fresh water which we thought was represented by the splash of water. We felt that continuing to use the lighter green and the aqua green colours were important to keep all the adverts and branding the same to show that they are all part of the same campaign. 

Within the first image we used a simple black ampersand between the still and sparkling, however we felt as though it was too dark against the white background and stood out too much and took a bit of focus away from the bottles themselves. Therefore we decided to use a gradient of the two greens we had used on the bottles for the ampersand so that it blended in a bit more and we liked this better. We then felt that there was too much white space around the ampersand and there was still to much of a harsh contrast between the ampersand and the background, so we decided to then add a small splash behind it to blend it in a bit more.

We liked these ones much better with the splash, however it still felt as though something was missing on the ampersand and we also didn't like that the water splashes looked a bit blurry so we did them again and added a drop shadow and emboss to the ampersand and also sharpened up the splashes as well as made them symmetrical.

We decided that this was definitely our favourite so far and we liked how bright and fresh the colours and the splashes were as it really represented our brand as being pure and fresh and natural. We then decided to add our tagline 'Source of Purity' along the top to finish it off. We tried this in three different colours of black, the lime green and the aqua green as well as in different sizes and positions.

We haven't yet decided which of these is our favourite so we are still experimenting with which one will be our final layout. As we have used the same font (PassionSansPDah) for our strapline that we have also used on the bottle for Eden, we thought that the ampsersand looked a bit silly because it is in a different font, so we tried using the same font for the ampersand as well.

This is PassionSansPDah font.

We're not sure whether we like this ampersand or not so we decided to try the same in the 'Thonburi' font that we have used for the other writing on the bottle where it says 'Natural Still Water'.

This is Thonburi font.

We decided that the smaller font, when written at the top in between the two bottles was our favourite and so we experimented with it and both of the ampersands.

We like this positioning and size of the tagline 'Source of Purity' and our favourite ampersand is the second one in the 'Thonburi' font. We then decided that the gradient on the ampersand didn't totally look right as so far we have been having it go from light at the top to darker at the bottom, but because the lighter green is on the left and the darker green on the right, we thought we would try having the gradient matching this.

This image above has the ampersand gradient that we like most and have chosen to use.

We then added the hashtag #bepure to match the other adverts.

On the singular adverts we have used a slightly coloured background (tinted green or tinted blue) rather than a clean white background so we decided to try this for our joint advert.

However we don't like the use of a coloured background on this advert because the green background emphasises the still bottle more and the bluer background emphasis the sparkling bottle more and we want both bottles to be recognised so we have decided to just use a simple white background.

This design above is our final choice. We have matched the colours carefully between each of the adverts to ensure there is continuity between them and we have tried to keep with the same theme of pure, natural and fresh by using the water splashes. We have kept the tagline and the hashtag both simple so that they don't distract away from the design of the bottles which is our main focus.