Presentation Slides and Speech
(Slide by Ash)
(Slide by Satina)
Slide one: What we heard (Written by Satina)
From the design question posed, we have chosen to focus on the branding, marketing and packaging of your product. The question we have formulated in response to yours and our area of focus is: How can we market flavoured water that will appeal to children, between 7 and 14, while reassuring their parents the product is healthy?
(Slide by Satina)
Slide two: Why are we doing this? (Written by Satina)
We posed this question because currently available waters are not marketed to children. They are predominantly the same packaging, a clear plastic bottle, and blue and white label which is not exciting to children. Also, children are targeted by marketing of big corporations, such as coca-cola, to make poor choices. They are lead to believe these unhealthy products such as sports drinks, fizzy drinks and energy drinks are cool and will give them happiness. They use sports stars, movie characters and fast food chains offering collectable “prizes” to make children want their products. The result being tooth decay from over sweetened drinks, a global obesity epidemic and ongoing health issues such as diabetes. We want to design something children will be excited to buy, and reach for every time of their own volition. However, parents are still the gatekeepers to the lower end of the demographic. We need to assure them that they are setting up a healthy habit for their child without deducting from the whimsical aesthetic.
(Slide by Satina)
Slide three: Marketing to children (Written by Satina)
What we propose to do for you, is take some of these tried and true methods of marketing and use them to promote your product. From our research into marketing to children, we have distilled a few key things a successful children’s beverage needs. The packaging needs to be cool, fun, exciting, iconic, on trend and in a bright colour scheme to attract childrens’ eyes. The product needs to have interesting yet familiar, high impact, yummy flavours, bright colours and deliver a multi-sensory experience. The marketing and branding needs to simple, catchy, easily identifiable and appeal to both children and their parents. Also some kind of character, gimmick or collectable “prize” encouraging repeat purchasing, is advisable.
(Slide by Satina)
Slide Four: Concept inspiration (Written by Satina)
Here are some of the ideas we have been inspired by.
On the left we have a gimmick in which Selfie props are printed onto the bottles. Each flavour would have a different type of prop on it. These would be a fun way for children to interact with their friends, taking silly selfies. The advantage of this concept is it is fun for all ages.
The next idea is Create-a-story cards. This is based off a best award winning game crossed with a childrens’ trading card games. Each drink would come with a mystery card containing a character, location, action or object. These cards could be traded, used as a game, or as a starting point to create a crazy story to share with your friends.
Another option is Clever packaging design as a gimmick. These examples make the packaging into something exciting, through innovative designs. If we could create something eye-catching and awesome enough for the shelf, this could encourage children to reach for it without any other incentives.
(Slide by Satina)
Slide Five: Creative character inspiration (Written by Satina)
We found the idea of using a collectible character the most inspiring. These character examples utilise an element of the clever packaging design, where the bottle is turned or the can is stack to create different expressions or characters. For our characters, we are taking inspiration from existing children's characters. We are also looking at the idea behind the Unstable Unicorns kickstarter game, where Ramy Badie has taken the beloved child's image of a unicorn, and made it into something “cool” to appeal to an older demographic as well.
(Slide by Ash)
Slide Six: The Big Idea (Written by Ash and Satina)
Our big idea is to create an app game in which children will unlock playable characters, by purchasing the water and gaining a code to unlock the displayed character. These collectible characters, and their playability within the app, will create a cycle of repeat purchasing in order to gain new playable characters.
(Slide by Ash. Character design by Malaki)
Slide Seven: Branding, Characters, Colour (Written by Ash)
When people think of your drink we want them to think of ideas of a fun summer occasion, we have also taken into consideration a playful element, we wish to associate the brand with water and the various connotations that come with it, such as splashing. Besides the drink being fun and playful, we also wish to show The logo will be big and bold to draw attention as well as incorporate our colour scheme. The Name for now will be a stand in as we continue to finalise the branding.
We have chosen to use characters that are not necessarily made from the fruits or flavours itself but characters that would make the drink look fun for kids. Each flavour would have different characters that represent each drink. We also thought of having the characters as a collectable online so the more drinks kids buy the more characters you get or they can also evolve their characters. We want to make these drinks look fun and cool so that older kids would buy it too. We would also have the characters in an adventurous environment so that kids are encouraged to be active. The characters that represent each drink is one of the important aesthetics of this product so that kids are attracted to it.
In terms of colour scheme, bright colours are what we are looking at. This would include various tones of blue in relation to our aesthetic with water, as well as bright colours representing each individual flavour. To create an attractive product we would like to mix complementary colours with each other
(Slide by Ash. Bottle sketches by Shawnee)
Slide Eight: Packaging (Written by Shawnee)
We have developed three concepts for the shape of the water bottle:
Concept 1 and 2 are based on the theme of nostalgia and have been designed with inspiration from 90’s glass fizzy drink bottles. These two concepts will be made from polyethylene as it is a more suitable option for kids than glass. This also means it's recyclable and lightweight to cut down on energy costs involved with transporting the product.
Concept 3 is an aluminium can with a reuseable lid. Using aluminium means that children will not be able to see the water in the bottle. The can design also allows a large area for branding and advertising which will hopefully entice the kids to choose this product over unhealthier options. Aluminium is also infinitely recyclable and the design of the cans means they are stackable which will save space and thus energy and cost during transport.
Presentation Feedback - SZ
Bevlab didn't have a lot of questions. Whether that is because we explained things well and they understood, or they were uninspired by our idea and presentation remains to be seen.
The things we were told to address were:
- Concerns over costing of packaging.
- What age range of their overall demographic are we focusing on?
- How often would new characters need to be released? What is the life cycle of the characters?
A possible solution to extend the period between releasing new characters is using mystery system where a range of characters are displayed but the unlocked character is unknown (like with the petrol stations smurfs), utilizing commons and rares to make the full set harder to collect. To increase app usage the children would get a code only, then login and enter it to reveal their character. If the code is a double up, perhaps there is an option to give the code to a friend, keep it as an unhatched [species name here] egg to be traded or unlock things for your character when you get a double up? Maybe you unlock a different colour for that character, or an accessory. Or you could unlock real life digital things like avatar images and home screen wallpapers.
- Sustainability and recyclability in the packaging materials
Presentation Analysis
Ways we could improve the presentation:
- Make sure the slides are in the right place and working before the presentation
- Try and be more off script
- Make sure the presentation slides and the dossier match for colour schemes, typefaces, layouts etc
- Ensure the whole team makes it to the presentation
- Have things prepared earlier so we look more professional
- Have a plan for who will field the questions
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