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.