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.