Project Overview
Created a brand strategy for a Spireaux, a spirulina producing company, as an academic project for the course "Branding and Product Commercialisation" during my master's at TU Delft. This was a 6-week 5-person group project. The team did not have any role separation, so I was doing a bit of everything (project management, brand strategy, visual identity, artifact design).
Spirulina is a superfood algae packed with protein, vitamins, and antioxidants, known for boosting immunity and energy. Despite its growing popularity in the health market, many see it as niche and unappealing. For a new juice brand, it's crucial to differentiate by crafting a fresh, vibrant image that highlights both health benefits and taste appeal, making spirulina accessible and desirable to a broader audience.
At its essence, Spree is a spirulina-based juice brand created by Spireaux, a company that specializes in creating highly efficient, almost tasteless spirulina paste. The brand aims to target the issue of anxiety caused by inadequate nutrition intake and tackle it by giving the feeling of power and freedom to its consumers in a relaxed and humourous manner.
Every potential customer can enter their own usage values, like amount of media, ink, etc.
The application delivers a snappy dashboard of the customer's footprint (energy, CO2), and some interesting analogies to showcase potential savings.
Customers want to see how Canon's tech compares to other players in the market. Here they can see a detailed comparison with relation to energy, ink, cost, and other metrics.
Canon puts an emphasis on sustainable printing, which often goes unnoticed. This application is also an opportunity for showcasing other initaitives the company has undertaken.
Creating this positioning was a highly iterative and non- linear process, beginning with the research phase, covering brand, product and the 4C Analysis. The insights gathered were condensed and made actionable in the brand DNA, which serves as the foundation for all further work. The visual identity has been created keeping in mind the brand personality (chill but powerful; humourous and friendly) and all the related content has the same personality traits. In the process, there were several iteration loops where we had to go back to the previous phases, which we believe helped us in creating a more robust positioning.
To create a brand that catches on fast, a powerful launch strategy is needed. For this, a one-year long launch strategy, consisting of 4 campaigns, was also created. This strategy was based on the funnel model (from the company's perspective) and the AIDA model (from the consumer perspective). We also included a budget calculation and media planning roadmap, and also several visual mockups of how the different campaigns would take shape.
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© Tanai Mathur 2024