During this meeting individual research was collated to finalise the products and begin to construct a final idea. The 3 products were mapped out for morning day and night...
- Morning Sachet - Replacement for the morning coffee, provides alertness and focus.
- Day Sachet - For the time in the afternoon when you begin to lose energy and need a pick-me-up. Improves mood and energy to help complete the day.
- Evening Sachet - Resembles hot chocolate. Used to help wind down after a busy day, relax and get a good nights sleep.
With the concept finalised, the group began to consider how the products could be branded. This included several ideas/approaches...
Idea 1
A theme of medals/athletics. The 3 products could be branded like gold/silver/bronze medals, potentially using foiling on the packaging, and the brand could be reflective of achieving olympic standards in the day. A mind map was created that explored themes surrounding this to develop brand ideas and potential visuals.
A more homely approach to reflect the comfort associated with hot drinks. There is a cosy family feel to having a hot drink and this approach would provide more reassurance for the customer. Again, a mind map was created to explore themes surrounding this idea.
Following on from this theme the name 'Cuppa' was established. This has several associations. We want the customers to have the oppurtunity to have a cuppa with their friends, a cuppa is the general name for hot drinks and could become a household name in the same way that 'hoover' was a brand name but became the term used for a vacuum cleaner. The phonetics of cuppa also finish with an 'ahh' the same sound made after the first gulp of a hot drink.
Logo ideas for this were sketches fusing an A with a house shape to communicate the homely vibe of the potential brand.
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