Tuesday, 10 October 2017
Presentation Script. Our Big Idea.
Slide 1
Hello,
(Introduce ourselves)
Shawnee
You asked for us to use our design thinking to come up with a way to make the BevLab drink successful by getting kids to choose it over other drinks on the shelves.
Our solution is MONZOO.
Slide 2
The consumers of this product need the product to be engaging, entertaining, create some sort of hype and for that hype to be sustained.
To simplify things we will explain the main touch points through the eyes of your target audience.
Maddie
Slide 3
Tommy is a 9 year old boy who has just started walking to and from school every day. He has been collecting coins from the chores he has been doing around the house for his mother.
Tommy arrives to school one day and sees his friends huddled up, getting excited about something. He goes over to see what it is and sees that a couple of them have this cool colourful drink with an awesome looking monster on it. “Ill trade you that one for my one” One of them says. Tommy feels a little left out not being able to participate in the collecting and trading of these stickers with his friends.
On his way home Tommy decides to pop into the dairy to see what he can buy himself for a treat. He sees the colourful bottle of Monzoo as it really stands out amongst the other drinks on the shelves. Why get a coke when he can get a cool bottle with fun packaging and a sticker??
Ash
Slide 4
Our first touch point is engaging package design through the forms of the physical can, the branding, and the collectable item of the sticker.
Our physical concept 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 desirable for sustainability purposes. It is infinitely recyclable as it doesn’t degrade each time it is melted down. 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.
Malaki
For the Monzoo branding we have chosen to use monster looking characters yet friendly to children. Each character would have its own personality and its own interesting visuals. Each flavour would have different characters that represent each drink. We have chosen to approach this project by using stickers to attract kids to buy the drink. This way we get kids into collecting and is a fun competitive way to keep kids active. We want to make these drinks look fun and cool so that older kids would buy it too.
Slide 5
The sticker book will be purchased separately. Ideally, children will utilise their nag power to influence their parents to buy it. The sticker book will contain different scenes and environments, such as deserts, forests, and under the sea. There will be outlined within the scenes for the stickers to be placed, engaging the child’s impulse to “collect them all.” The book will also come with its own stickers of buildings (such as castles, houses), animals, clouds and trees, to be placed within the scenes. The purpose of this is to engage the children’s creativity by allowing them freedom to place these items.
Maddie
Slide 6
Tommy has loved being involved in the hype of Monzoo, feeling special that he has purchased a bottle that had a very limited edition sticker that none of his friends had yet.
He asks his mum if he can use the computer after school as a reward for doing all his homework. He uses one of the codes on the drink bottle and enters it in on the Monzoo website. This code allows him to hatch a special monster from an egg. Over the weeks he looks after his monster pet, and fights against his friends in the battle dome on the Monzoo website. The more points he collects playing different games and challenges, lets his pet advance and become stronger and more powerful.
Ash
Slide 7
Each can of Monzoo will have a label that peels off to reveal a mystery monster sticker and a code for the Monzoo virtual pet website. These species then hatch from an egg on a “collection” page full of eggs, and become available for them as a pet. The website is a great touchpoint to carry on the hype of Monzoo. Technology is very accessible to kids, with computers, ipads, parents phones etc. These things can all host the Monzoo website, unlike an app which is limited to certain devices. A website is cheap, accessible, and easy to use.
Shawnee
Slide 8
From here on out, Monzoo can go further. Merchandise can be created, an app can be generated if the website is a success, competitions can be run etc.
With this base of strong engaging packaging, a fun sticker book and an addictive website, the success of Monzoo is sure to be sustained and the Monzoo experience will be continued long after drinking the drink.
Monday, 9 October 2017
Label suggestions
Monster Faces
We could have our monster images so that the children appear to have a monster face when they drink the drink. This would provide some additional entertainment from the packaging and some desire to reuse the packaging.
https://www.demilked.com/creative-coffee-and-tea-mug-designs/
Stackable Monster Images
We could have it so the image appears over a range of cans. These could work side by side or stacked. This would make the product stand out more on the shelf, at no extra production cost as it is just printed with one piece of the image on a different side of the can.
Contrasting colours
This Flavour would be strawberry & kiwifruit. This is trying out a more prevalent monster in a contrasting colour to the label to make him stand out. he is what is going to captivate the childs attention. With childrens eyes still developing the clear contrast will help that process.
Sunday, 8 October 2017
Packaging
Packaging
Aluminium is infinitely recyclable as each time the metal is
melted down it does not degrade and does not need additional virgin aluminium
to be added unlike plastic making the aluminium can a much more environmental friendly
product. Using recycled aluminium not only reduces the cost compared with
virgin material but also reduce the CO2 emitted and uses less energy in
production.
The design of the bottle also allows children to reuse the
product unlike traditional aluminium cans. The lid has a re-attachable screw top
allowing children to reuse the bottle and transport it without spilling the
drink.
The cylinder shape has a maximum packing factor of around
91%. This means when the bottles are placed as close together as possible 91%
of the total volume is taken up by the product leaving only 9% of unused space.
When transporting this is efficient as it means more bottles can fit into a
tighter space reducing the cost of transporting the product. The stacking
ability of the bottles also insures that the least amount of space possible is
used for the product. With a rim placed on the bottom each bottle will slot
into the lid of another bottle making sure they are packed as tightly as
possible.
Using aluminium for the bottle material also means that the
bottle is opaque so children are not able to see the beverage inside. With the
children unable to see the beverage they are more likely to concentrate on the
taste and less likely to automatically associate the clear liquid with
tastelessness.
Friday, 6 October 2017
Big idea - Stripped back
Big Idea
Pre-Release
Promote at School Sports Day
Stage One
Collectable Monster stickers and self-colour sticker book
The idea is to have collectible monster stickers and a colour-in sticker book. Each can will have a label that peels off to reveal a mystery monster sticker and a code for a Virtual pet website.
The sticker book will be available for purchase as an additional item. Ideally, children will utilise their nag power to influence their parents to buy it.
The sticker book will contain different scenes and environments, such as deserts, forests, and under the sea. There will be outlines within the scenes for the stickers to be placed, engaging the child's impulse to "collect them all." The book will also come with its own stickers of buildings (such as castles, houses), animals, clouds and trees, to be placed within the scenes. The purpose of this is to engage the children's creativity by allowing them freedom to place these item's.
Stage Two
Website
The website could start out as a basic virtual pet site where the children enter the codes for the monsters they have collected. These species then hatch from an egg on a "collection" page full of eggs, and become available for them as a pet. Additional codes for the same species would unlock accessories and level up the Monsters stats for the battle dome.
The child would have to feed, train, and play games to earn points, with their pet to keep it happy and healthy. They can also compete with their friends in a battle dome, this would appeal to males.
The colour of the pet would be customisable along with the collected accessories. Virtual healthy foods and the Bevlab water would be purchasable with points to feed the pets.
Thursday, 5 October 2017
Wednesday, 4 October 2017
Tuesday, 3 October 2017
Presentation Two Dossier References
Photograph References
In order of appearance
https://pbs.twimg.com/profile_images/577997870646718464/KzTmNeRx.jpeg
Fact References
Fact References
In order of appearance
What age can a child legally walk to school alone?
What age can a child legally walk to school alone?
What age do children get pocket money?
What age do children get pocket money?
http://www.stuff.co.nz/life-style/parenting/92728234/everything-parents-need-to-know-about-pocket-money
Otago University study on marketing to children
https://www.stuff.co.nz/life-style/well-good/teach-me/97677040/kiwi-kids-are-exposed-to-27-junk-food-advertisements-a-day-study-finds
Otago University study on marketing to children
https://www.stuff.co.nz/life-style/well-good/teach-me/97677040/kiwi-kids-are-exposed-to-27-junk-food-advertisements-a-day-study-finds
Why do children collect?
Stacey Menzel Baker and James W. Gentry (1996) ,”Kids As Collectors: a Phenomenological Study of First and Fifth Graders”, in NA - Advances in Consumer Research Volume 23, eds. Kim P. Corfman and John G. Lynch Jr., Provo, UT : Association for Consumer Research, Pages: 132-137
Sticker book price
http://www.kmart.co.nz
Fun words for kids to say
https://taralazar.com/2014/06/09/list-of-200-fun-cool-and-interesting-words/
How to Successfully market a beverage to children
Flavour information
https://www.naturalproductsinsider.com/articles/2000/01/kids-drinks.aspx
Fun words for kids to say
https://taralazar.com/2014/06/09/list-of-200-fun-cool-and-interesting-words/
How to Successfully market a beverage to children
Flavour information
https://www.naturalproductsinsider.com/articles/2000/01/kids-drinks.aspx
Why do children like bright and contrasting colours?
Monster/child typefaces
Typeface combination samples
I think the hairy monster type is cute and fun, but it is tidy and well formed enough to work with the uni sans (the last example), or any of the hand written type. It also has its own secondary typeface which could work well with it for the flavours as a subhead. we would still need uni sans as a body text.
The hand written texts are working with this quite well, especially the first, the fourth and fifth ones. Uni sans doesn't look so bad here either. perhaps the lighter weight version is needed to give that more refined feel. or it could be my placement of the flavour.
This works with the first the third the fourth and even uni sans. The main type is missing a bit of Attitude though.
Funhouse
Green Fuz
This is 100% free. This could be the title font. It is very monster, but not fun and friendly. It may be too horror inspired for young children
Love Monster
I really like this typeface for the minor font. it is clear, cute, and fun but has a little bit of monster attitude. it is also handwritten and has rounded edges so seems appropriate for children. The only issue is it doesn't have lower case. This also requires a license but the license is really confusing. It seems to be $5 for each person using the font and $50 for each application, which im guessing would be the website component and an additional $50 for the app if they developed one. This seems a convoluted process and will cost Bevlab too much. Lovely font but I think we will have to pass due to pricing
Broken Poster
This could work as a monster typeface as we can see in the zombie example. Its not overly scary. It would be a title font, but the licensed version comes with all languages, punctuation etc. The license is a flat $25 usd.
Mrs. Monster
This is a monster typeface for sure but Its not scary. As a title font it offers many options for styles. The license is $20 usd for use in anything but a website like vistaprint where people use it to generate their own products.
Hairy Monster
This is a free font. Its cute and friendly and bold, well designed it seems. offers both upper and lower case. only drawback, no punctuation but as a title font it shouldn't need it.
Coarse Rounded
This is very basic but was listed as a hairy typeface. We need something that is easy to read but fits the monster theme and is suitable for a child.
Halogen
This is 100% free. It is legible yet handwritten and rounded so friendly and childlike. It could work quite well with the hairy monster. the issue is there is only a regular weight, no family even available for purchase. this makes hierarchy hard.
Aldi
This is 100% free. comes in two weights. has all the punctuation. Its legible but it only has upper case.
Lauren C. Brown
This requires a license for $7.49 usd. It is a tidy hand written font. It should appeal to children with its rounded edges. this is for the single weight
Subscribe to:
Posts (Atom)
-
Fruit With Personality This is the level we are at now (illustration by Malaki) Which is much like this level of kawaii cute but I ...
