The Brief
Research the drink category and create a new beverage of your choice. Analyze competitors to differentiate your new brand. Develop a unique name, brand, and packaging that will stand out in the current market. Include information such as nutrition facts, ingredients, benefits, portion control, or customization. Determine what will make this drink wonderful and unique.
The Goal
I began first with intensive research. I decided early that an effective niche would be healthier juices. I chose a bright color palette to grab attention but tempered it with a more simplistic design in both the logo and packaging. I wanted to catch attention not confuse. In the end, I created Harmony, an environmentally friendly brand that strives to balance good taste with healthy ingredients, all while working to support local businesses.
Research
After deciding to focus on juice as my drink category, I searched the Mintel Database and found several in-depth reports. Each report spanned one year, and I read the reports for the past three. From this, I found that juice is often thought of as a breakfast accompaniment, but has also begun to be associated with health. I saw this healthy angle as an open niche and formulated the rest of my brand with that at the center. From there I identified audiences that would most likely find this approach appealing and worked to add even more positives for them.
Competitive Analysis
Once I completed my research and had a solid idea of what my brand represented. I did some research into similar brands and compared all of them. Keeping my target audience in mind, I knew I wanted Harmony to have a strong commitment to community, sustainability, and health. Given how important it is currently for brands to adhere to the moral compass of the masses I wanted to make it clear that Harmony was there to serve the people even if it might cause monetary losses. Due to this commitment, I figured Harmony would likely have to sell at higher prices.
Branding
I wanted the brand to have a distinctly summery feel. Cold juice is infinitely more popular in the hot summer so I wanted an engaging, bright, fun feel. I especially wanted it to appeal to kids and young adults, so I focused on a bright but simple feel. It had to be easy to read and recognize, but bright enough to catch your eye even when nestled amongst other juices and brands. I also wanted each of the flavors to have distinct but connected coloring. The different colors would indicate specific ingredient combinations, making it much easier for returning buyers to pick out their favorite.
Packaging
Given Harmony's focus on sustainability and the support of local businesses, I felt it was necessary to reflect that in the packaging. The bottles are glass with reusable metal caps. All packaging can be returned directly to Harmony through the retailer it was purchased from, or recycled normally. The caps can be returned or recycled, and have the added bonus of a little "Tips" under the caps. The "Tips" are related to local businesses or donations to environmental causes. The label and cap seal are made of biodegradable plastic.
Marketing
When considering Harmony's brand values and marketing tactics, it's expected for most consumers to be thirty or below. Using that information, I aimed mostly for a digital marketing campaign. Social media is imperative for cultivating a good reputation and the fastest way to send positive impressions to millions. Meanwhile, websites enable online purchasing and make it easy to attach memberships and subscriptions to improve customer retention.
