Our brief was to create a brand line
Brand line
What is a brand line?
“A company introduces a brand
line extension (also referred to as product line extension) by using an
established product’s brand name to launch a new or slightly different item
which may or may not be in the same product category.”
The quote above is from:
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/branding-packaging-10/branding-74/brands-and-brand-lines-377-4147/
These are a couple different
examples of brand lines that already exist:
When given this brief I
really struggled picking the brand which I wanted to create a brand line for
because I had the freedom to choose any brand but the problem I had was picking
a brand I could stay with because I had many different ideas. After looking at
many different types of products such as chocolates, shampoo, drinks and many
more I then went in to my kitchen and found an Onken yogurt. I had two yogurts
in my fridge from Onken one was a cherry flavour and one was just a simple fat
free strawberry yogurt. Since I have not seen other flavours of Onken and
really liked the taste of the strawberry Onken I decided to start researching
in to the company because I really wanted to create a Coca nibs and honey
Onken.
The logo uses the colour
blue, which gives the logo a calm, peaceful and confident look. Which could
suggest that when we have the yogurt we will get that calm and peaceful feeling
also. The logo uses a simple font with no normal spacing to maybe give it that
ordinary natural feeling. The logo also uses a white type of outline, which
looks like a white stroke around the letters. The white gives the logo a
freshening feel with innocence and goodness. Another reason the white is around
the text could be that when it is on the packaging it gives the text space with
whatever is around it giving the word ‘Onken’ room to breath, which we can
relate back to the calm and peaceful feeling we get from the logo.
Onken products:
All the Onken yogurt images with the light blue background were taken from
the Onken website which is:
http://www.onken.co.uk/our-range/
As you can see Onken also has a limited edition side to their brand:
As you can see what Onken has done for their limited edition yogurts is make the fruits cover the top of the packaging rather than just vertically go down. They have covered the rest of the tub/packaging with a dark colour such as dark brown, blue and black to give it more of a prestige look and feel. Also if you look at the last flavour which is Coconut on the packaging you can see that the 'Onken' logo has a yellow stroke around the white. This is the old logo which used to be on all the old packaging but I know the other logo without the yellow stroke is the new logo because that is the logo I see on the yogurts when I go to the shop to buy the yogurt and because when you go on the Onken website all their ranges have the logo without a yellow stroke as you can see in the picture below.
Onken also has a line of miniature versions of their yogurt
Onken is sold in most supermarkets below is a list of places where you can find them.
Onken is very close to their fans and they try to be a big part of social media. As you can see below in 2013 Onkens facebook group had the chance to invent the next flavour for the yogurt and the flavour with the most votes had their flavour created. This was a great strategy for Onken to become close to their customers and to create a bigger fan base and was also a piece of market research for them to see what people were likely to buy and have. As you can see below this was the next big flavour:
Onken also has a Facebook page where they promote their products and tell you the latest news on their products, tips, facts and even promotions to give you the chance to win things. Onken has over 87,000 followers on Facebook which shows that people are listening and following what they post online which gives them a great way to advertise and find out more about there customers.
Below is a screen shot of there Facebook page:
And even a youtube channel called "Onkendairy" which they talk about the latest gossip and news but it's all just good news. Onken is trying to present its brand as really friendly and happy and they just want to make you relax and smile.
On the Onken website they even have a section called, "Our inspiration" which tells you the latest things about Onken so if a promotion comes up. They also have a list of foods and deserts that Onken will go well with a list of different ingredients and instructions on how to create them.
When researching in to the
company itself I found this on their website.
“What’s our story?
With over 65 years of yogurty experience under our belt we
are well placed to make some of the most generous yogurt around. Bursting with
flavour that just can’t be contained in a small pot; we are the pioneers of
Yogurt in a Big Pot!
Fancy a trip to the brighter side of life? We’ve got it
covered with our four irresistible ranges of Natural, Fruity Wholegrain, Fat
Free and Fruity yogurt, there’s bound to be something to make you smile.
It’s our unique blend of live bio cultures that gives Onken
yogurt its mild, thick and creamy taste but don’t be fooled into thinking that
means we’ve gone soft on taste, there are no half measures with us! We’re big
on natural ingredients which makes us even bigger on taste.
Life’s too short to be depriving yourself of good things; we
believe our passion for all things yogurty means that you end up with the
really important part, just real tasty yogurt.”
Quote from:
http://www.onken.co.uk/about-us/
After reading this paragraph
I realised that the brands tone of voice was very cheeky and fun.
When reading this the main
important thing, which stood out to me, was the fact that it said, “ We’re big
on natural ingredients which makes us even bigger on taste.” After reading this
I knew that the chocolate that I wanted to use in this brand line had to be
natural.
Onken advertisements
As you can see below these
are only two Onken print adverts I could find. Onken uses a simplistic feel
with its print adverts with the way it had been photographed and shown making
it seem at home whilst keeping it very aesthetically pleasing. What Onken does
which is funny and shows there cheeky side to the brand is by making a big
outrageous statement on the poster about the brand which will grab peoples
attention but then when looked at closely we can see that in smaller writing
underneath the statement, it admits it’s not true and tells us it’s just
delicious yogurt making it very cheeky, amusing and funny. When looking at the
typography in the poster we can also tell that it is very similar to the font
in the logo keeping it very simple, which goes with the natural feeling of the
product.
This image is taken from:
http://cargocollective.com/hellogems/Onken-Re-launch-2012
This image is taken from:
http://cargocollective.com/hellogems/Onken-Re-launch-2012
Onken also has had a very big campaign before which is below:
Their social networking
Onken also has a video advert but I was not able to find if it was on TV but I did find it on Youtube. The video uses the same strategy as the poster by admiting things that you wouldn't expect a yogurt to do for you, "It probably wont make you rich and famous" but at the end it just says it comes in big delicious pots. This attracts a wide audience for Onken and even attracts young people to due to its engaging, cheeky and funny feel.
Below are a few screen shots from the advert to give you a better idea of what I mean:
Below are a few screen shots from the advert to give you a better idea of what I mean:
If you want to watch the video, the video link is:
https://www.youtube.com/watch?v=Mfwa8OXdDEs
Onkens target market/audience: Online I found that the majrity of people who follow there facebook and youtube videos are 35 to 55 year old woman. But I do not think it is just that because im only 20 and I was attracted to what they do as well . Also due to the videos they post and the fact they are very cheesy I would say Onken is also targeting young people by trying to be funny which will make young people more engaged.
After Researching in to the company I decided to start creating my brand line the brand I wanted to create was a yogurt which had cocoa nibs and honey. This sounded like a good idea to me because I knew both were natural and both had a lot of health benefits. Before I started doing anything in terms of design I wanted to see how the flavour tasted before I actually decided creating the brand line, to make sure that the brand line I was creating was something nice that people would actually buy.
Cocoa nibs and honey put together in natural yogurt to see what it would taste like:
Unfortunately when I created this I didn't realise how bitter the taste was going to be because of the cocoa nibs which is why I decided to leave the idea because the taste was not what I expected.
I decided to forget the idea of the Cocoa nibs because it made everything to bitter and instead I thought of having strawberries and honey mixed in with the yogurt. This idea is a new flavour which Onken does not have. After picking the flavour I wanted to do, I decided to look at different yogurt packagings to get influenced by other designs and just to get a idea of how people in the yogurt industry design their packaging. When looking at Onkens packaging they have have their fruits vertically shown not covering all the background and the limited edition has the fruits covering the top.
Different types of packaging for yogurt:
This is the glass pot which the yogurt would go in, in the box above.
What I noticed when looking at different types of yogurt packaging is that the luxury or limited edition types of packaging all have black in their box to make them look more prestige. What I also liked was the last box and and tub for it. This influenced me to want to create a limited edition Onken, with the same type of box build. The reason why I wanted it to be a rectangular box type of packaging and have plastic see through tubs is because it makes the yogurt look more prestige and go well with the limited edition feel I wanted it to have. I wanted it to be aimed at working class people who have to go from place to place and don't want to carry a big tub of yogurt or even a cardboard tub of yogurt. This new packaging will grab the attention of working class people and will be a exclusive limited edition for Onken.
I also looked in to limited edition packaging to for different products other than yogurts to see what they look like:
After looking at different limited edition packagings from different limited edition products I realised that the shape of the box sometimes change and the colour black gives a great aesthetic appeal to the product by giving it a prestige look.
The three different things I wanted to do were packaging, a poster and a twitter account. and my strategy through out all 3 was to try to sell it to working class people as a on the go yogurt and by talking about the use of its packaging and how easy it is to carry, whilst looking good. I also wanted to change the shape of the original oaken yogurt shape to make it seem more like a limited edition product and for it to be easy to carry.
I first started with the packaging. When designing the packaging I created a net for it and decided to start of simple and see what I can come up with.
I then decided to create a poster which I thought would go on a bus stop advert. I wanted the poster I wanted to create to have the new brand line inside it and someone working hard and on a desk at work to show that the target audience was at working class people and to show that, with the new Onken packaging you can take your yogurt wherever you want really easily. To do this I asked my friend to model for me as I was taking pictures of him in a many different angles to try get a good picture I was happy with. These are a couple pictures from the many I took:
My last one which I wanted to create for advertising was the Twitter account for social media. The twitter account still used the strategy I was doing, which is trying to sell it to working class people by talking about the use of its packaging and how easy it is to carry on the go whilst looking good. So basically the new packaging and the fact it was limited edition was the way I wanted to attract working class people.
The template I used to create this twitter profile is from:
http://www.everyinteraction.com/resources/twitter-profile-gui-psd/
Finished
I first started with the packaging. When designing the packaging I created a net for it and decided to start of simple and see what I can come up with.
As you can see when making this box I experimented different styles I could have and changed different elements of my packaging. I then realised that instead of having the side panels a yellow and red colour, it would be more aesthetically pleasing if they were all black and would also make the packaging look more like it was actually limited edition. If you look at my research you can also see that most of limited edition packaging have a black touch to them to make them look more prestige.
As you can see above after making the foldable parts black on the packaging on the left which I took influence from, from my research it made the packaging more elegant and aesthetically pleasing, whilst the other packaging on the right looked more childish and didn't seem like it would be a limited edition item.
I then started adding writing and added fake ingredients. As you can see there is also a price tag there which is also fake. I also changed the picture of the strawberries a couple times because when I printed them they would come out pixelated.
After finding the right image for the strawberries and adding the text, barcode for the price and the logos, I created the final net below:
When the net was cut out properly and stuck together with glue it created this:
References for the two images I used in my final packaging:
The strawberries which I used for my final packaging is from Pixabay which means it is free to use but the honey is of:
http://thebeeshop.net/honey/#lightbox[auto_group1]/0/
The reason why it says on the box exclusive at Waitrose is because I wanted this product to be at a more posh and expensive supermarket to give it more of a push to give of that limited edition feel. Overall I was extremely happy with the way my packaging turned out because when I showed it to many people they actually thought I bought it from the shop.
I then started designing the tubs which the yogurts would go in. I wanted the two tubs to be able to open with a lid kind of form and be made out of see through plastic. But because I could not find a proper image to show that I decided just to use the colour of honey and the colour of a strawberry on top of each other to show the two flavours inside the tub. The process of making them:
As you can see the lid has the same design as the outside of the packaging to give it the same feel and the same aesthetic appeal.
Putting the tub together:
Image of tub slightly coming outside the box:
As you can see above the tubs fit perfectly because I measured them properly giving space for two tubs to fit in.
I then put the poster on a mock up template of a bus stop to show how I would want it advertised. To be honest I was not extremely happy with the images I turned out with, with the poster but due to limited time and resources it was hard to try get a great image done for the poster but the concept is there in the one below.
The image for this mockup was taken from:
http://visionwidget.com/bus-stop-and-billboard-signage-mockup-psd.html
My last one which I wanted to create for advertising was the Twitter account for social media. The twitter account still used the strategy I was doing, which is trying to sell it to working class people by talking about the use of its packaging and how easy it is to carry on the go whilst looking good. So basically the new packaging and the fact it was limited edition was the way I wanted to attract working class people.
The template I used to create this twitter profile is from:
http://www.everyinteraction.com/resources/twitter-profile-gui-psd/
Finished
Evaluation
Mohammad Jafari-Fini
When starting this project I
had a lot of problems picking the brand line I wanted to choose. This was very
time consuming because every time I had an idea something went wrong with it
and I was not able to do it in the end. Luckily at the end I came up with an
idea of creating Onken limited edition strawberries and honey yogurt, which has
not been done before by Onken. After researching in to many different yogurt
companies or anything similar I realised that more expensive and prestige yogurt
companies tend to use a different type of packaging or just a dark coloured
type of packaging to make it feel more luxurious. This gave me an idea on create new packaging
for my limited edition Onken I was going to create. I got influenced by the way
the ‘GU’ products came in a box with two and it really made me think of
practicality and how much more aesthetically pleasing it made the product look
to me when it was in that shape, size and form. Which is why I decided to
create a package which is similar to give of that limited edition feel to the
product and to make it just stand out more and be more practical and something
you don’t mind carrying to work or anywhere on the go, rather than just
carrying a tub of yogurt.
I also wanted the two tubs
which were in the product to be made out of glass but then I realised it
wouldn’t be easy for if you are on the go, which is why I decided to just want
to change the material to see through plastic. This would help it be light and
still look aesthetically pleasing. My strategy is trying to sell it to
working class people by talking about the use of its packaging and how
easy it is to carry whilst looking good. I also used something that Onken
already uses which is making a outrageous statement which will attract people
to look at the advert or product but using it in a way to still go with my strategy.
So basically the new packaging and the fact it was limited edition was the way
I wanted it to attract working class people. Overall I feel very happy with the
way my final packaging came out because it looked professional and something
you would pick up in the supermarket but I feel like I could have made the
poster and twitter account much better if I had more time.
Mohammad Jafari-Fini
