adva brand book
TRANSCRIPT
THE FUTURE OF WATER
Meghan DaileyClaudia FanelliDavid Goldstein
2Table of Contents
Table of ContentsBrand Philosophy..........................................................................................................................p. 3Brand Promis..................................................................................................................................p. 4Tone...................................................................................................................................................p. 5-6SWOT Analysis...............................................................................................................................p. 7Competitor Analysis....................................................................................................................p. 8Consumer Accepted Beliefs......................................................................................................p. 9Target Audiences..........................................................................................................................p.10-11Design Inspirations......................................................................................................................p.12Logo & Tagline...............................................................................................................................p.13Unacceptable Logo Usage Rules............................................................................................p.14-15Typography and Color................................................................................................................p.16Stationary........................................................................................................................................p.17-18Product Design.............................................................................................................................p.19-21Employee Apparel.......................................................................................................................p.22Merchandise..................................................................................................................................p.23-25Print Advertisement....................................................................................................................p.26Radio Advertisement..................................................................................................................p.27Website............................................................................................................................................p.28-20Banner Ads.....................................................................................................................................p.30E-mail Newsletter.........................................................................................................................p.31Social Media...................................................................................................................................p.32-33Brand Activation...........................................................................................................................p.38Parallax Scrolling Website.........................................................................................................p.39
3Brand Philosophy
Brand Philosophy
At the end of the day water is just water? Right?
Many Americans believe in the statement above and few of them have ever questioned what’s in the water that they drink or, have inquired deeper into this amazing element. According to the Environ-mental Protection Agency there are over 700 chemicals in our drinking water. Off all the dangerous chemicals found in drinking water, chlorine and fluoride are the two most prominent and dangerous, yet they are intentionally added to the water in America.
The word Adva itself means”rippling water” in Hebrew. The process Adva goes through, in a sense, rip-ples water. That is, Adva goes through a structuring process that unclusters water’s hydrogen bonds by use of a centrifugal vortex to implode the water against itself. By putting water through this process, Adva can deliver a purified structured water product tat is free of heavy metals, fluoride, and chlorine.
4
Brand Promise
“Adva promises that our product undergoes a unique structuring process so that our active consumers can have a drinking experience that will be delicious and will leave them feeling mentally and physically refreshed.”
Brand Promise
5Tone
Tone
Adva Is: •Competent •Informative •Eco-friendly •Dynamic •Innovative •Empowering •Trustworthy •Ethical •Quality •Trendy
Adva Is Not:
•Aggressive •Abrasive(In-Your-Face) •Absent •Closedminded •Unambitious(Lazy) •Condescending •Micromanaging •Dull •Exploitative/Manipulative
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ToneAdva Is:
Competent Informative Eco-Friendly Dynamic Innovative Empowering
Trustworthy Ethical Quality Trendy
Adva Is Not:
AggressiveAbrasive(In-Your-Face) Absent Closedminded Unambitious(Lazy) Condescending
Micromanaging Dull Exploitative/Manipulative
Tone
7SWOT Analysis
Strengths Weaknesses
Opportunties Threats
•Perfectlybalancedhydrogenbondangle•Nanofilteredandfreeofchemicalsandheavymetals•Deliversnutrientsandoxygenmorereadily•Helpseliminatetoxinsinthebodyonacellularlevel•Increasesbio-photonicenergyinwater•Killsanaerobicbacteria(badbacteria)•Strengthensaerobicbacteria(goodbacteria)•Optimizedforhydrationandabsorption•Uniqueproductandnichemarket•Strongbrandimage•Sustainablypackaged
•Possiblespiritual/hoaxclaims•Argumentsthatitisnotprovenscience.Thoughthereare many studies on the subject. Some people may feel that structured water belongs more to the realm of mysticism than of science.•Slightlymoreexpensive• People are not educated on the subject of waterclusters and dangers of flouride
•Many“healthywaters”arenotactuallyhealthy•Competitorshavepoorbranding•Educatepeopleaboutthemanywatertheoriesthatexist•Setstandardsforthestructuredwatermarket• Possiblity to delve into agriculture industry becausestructured water creates rich produce
•Peoplemaybeconfused/feelaninformationoverload•Spendingonbottledwaterhasgonedownsincetherecession•Possibleattacksatthecompanyforwhatpeoplemayfeel are “false claims”•Thetheorymaybesoforeignthatitintimidates/scarespeople.•Penta,ourmaincompetitor,isdoingarebrandingthatpositions their product based on the structuring pro-cess, which is very similar to Adva’s positioning
8Competitor Analysis
Indi
rect
Com
peti
tion
Dire
ct C
ompe
titi
on
Strengths: Incorporates lifestyle as a branding element, considered high-end, precision marketing approach (whichincludespersonalrelationshipsand product placement), creation of excitingmyth, controlled distribution strategy, cohesive and consistent marketing strategies, sustainable practices, community involvement, untouched by untouched by human hands because it’s artesian water
Weaknesses: Upholding the “elite” status and level of interest, expensive.
Strengths: Electrolyte enhanced, inexpensive, sleek bottledesign, celebrity endorsed(JenniferAniston),purification process, added health benefits, vapor distilled and disinfected, popular following in the industry, transparent in production process.
Weaknesses: Packaging (large bottles are notconvenient-seenasbulky),sourcedfromtapwater,contains carbon chloride
Strengths: Added minerals, ultra-purified, high set standards, only bottled water with a patented filtration and structuring process, top-seller in health food stores on West Coast.
Weaknesses: Controversy over benefits, unappealing packaging product design,smaller following.
Competitor Analysis
9Consumer Accepted Beliefs
Consumer Accepted Beliefs
•Mostbottledwaterdoesnottasteanydifferentfromtapwater•Bottledwaterisawasteofmoney•Bottledwaterisbadfortheenviornmentbecauseitendsupinlandfills•Bottledwaterismoreregulatedbythegovernmentthantapwaterandisthereforecleaner•Itispossibleforplasticfrombottledwatertogetintothewaterandaffectthehealthinessofthewater•Certainbrandsofbottledwatertastebetterthanotherbrands•Waterwithaddedvitamins(likevitaminwater)isbetterforyouthanregularwater•Bottledwaterisamuchhealthierchoicethansugarysodawaters
10Target Audiences
Target Audiences
Primary Target Audience: •Ages18-34 •LiveorworkinmajormetropolitanareasthroughouttheU.S.includingbutnotlimitedto:LosAngeles, Chicago,NewYork,Philadelphia,Houston •Collegestudentsandgraduates •Activestudentsorprofessionals •Middletoupperclass •Healthconsciousandacceptingofhomeopathicproducts •Financiallystableandwillingtospendalittlebitmoreonabottleofwaterthatwillbenefittheirhealth •Constantly“onthego”andvaluetheportabilityofbottledwater
Secondary Target Audience: •Ages18-55 •Liveineco-friendlycitiessurroundingruralareas.ThesecitiesincludebutarenotlimitedtoBurlington, Ithaca, and Boulder •Collegestudentsandbusinessprofessionals •Middletoupperclass •”Hipsters”wholiketobetrendy •Mayormaynotbehealthconscious •Engageinoutdooractivitiesrecreationally,requiringthemtobehydrated •Theportabilityofbottledwaterisanassettothemonoutdoorexcursions •Valuetheenvironment •Willingtospendmoreontrendyproductsorsustainableproducts •Shopatlocalbusinesses •Sustainablepackagingappealstothem
11Target Audiences
Pictures of Target Audiences
12Design Inspirations
Design Inspirations
Bottle ShapeStackable Function
Stackable Function
Sticker that can be read through
the bottle
12-pack in box instead ofplastic
Gift attached tobottle as trade promo
Clear BusinessCard
Website
Sprial representingvortex in designs
13Logo & Tagline
The Logo:
If under under 1.5” X 1.5 remove
“Structured Water”
The Tagline:
THE FUTURE OF WATER
Adva’s logo represents the water’s structuring process. This logo can be used for newspapers, magazines, signage, magazines, any print media, and online publications. In order to remain legible, the term “Structured Water” should be removed if printed with demensions less than 1.5””
14Unacceptable Logo Usage
Unacceptable Logo Usage
Logo may not appear on a black background Logo may not appear with a stroke around it
Logo may not appear on a blue background that prevents the droplet from being seen
Tagline may never be in all capital letters
Tagline may never appear in blue
Logo may never appear in another color(see one exception on next page)
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Tagline may never appear in blue
Unacceptable Logo Usage
Tagline may appear in black in certain instances
Tagline must always appear in the same place in relevance to the logo
Unacceptable Logo Usage Continued
Tagline must always maintain the same proportion to the logo
16Typography & Colors
Typography
In order to create a consitent look among platforms Adva will be using three diffrent fonts. Abadi MT Condensed Extra Bold should be used for headlines and Adva’s tagline. Abadi MT Condensed Light should be used for writing “Structured Water” in the logo and for footers. Myriad Pro Regular should be used for body copy.
Abadi MT Condensed Extra BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 10
Abadi MT Condensed LightA B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 10
Myriad Pro RegularABCDEFGHIJKLMNOPQRSTUVWXYZ012345678910
Color Pantone Values
298 C 611 C
Black 2 2X 11-0601 TCX
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Business Card should be printed on clear plastic. Meaning the white
space will be see-through.
Stationary
Stationary
18Stationary
10 Drop Ave.
Suite #1
Los Angelos, CA 90210
Claudia Fanelli125 Greenridge Dr.Dalton, MA 01226
Stationary
19Product Design
The water bottle has a stackable function, shown in the Brand Activation Section. This is to reduce shipping space and help the environment. It is also made of reduced plastic.
Bottle Design
20Product Design
Label Design
The text on the tear drop will be on the inside of the opposite side of the bottle and will be read through the teardrop,whichwillbeclear.ThinkoftheFIJIbottle.
21Product Design
Package Design
22Employee Apparel
Employee Apparel
TANK TOP
HOODIE
T SHIRT
23
Merchandise
TANK TOP
HOODIE
T SHIRT
Merchandise
24Merchandise
Merchandise
HAT
REVERSIBLE DRAWSTRING BAG SIDE 1
REVERSIBLE DRAWSTRING BAG SIDE 2
25
Merchandise
YOGA MAT
UMBRELLA
ZAFU
Merchandise
26Print Advertisement
Print Advertisement
27Radio Advertisement
Radio Advertisement
Adva Water Pandora Radio Ad -- : 45 second spot
Sound:PhoneringstwotimesBILLY:HelloDOCTOR:HeyBilly,it’sDoctorLu.Iwantedtofollowupwithyoufromourlastappointment.BILLY:Okay…DOCTOR:Youreportedsymptomsofexhaustion,brittleskin,severalbrokenbonesthroughouttheyear,andasignificantweightgain. Is this correct?BILLY:Thoseweredefinitelymysymptoms.Butman,doIfeellikeadifferentpersonnow.I’meventrainingforamarathon!BOB:YoumusthavefollowedmyprescriptionandstarteddrinkingAdvaStructuredWater.BILLY:Isuredid.What’sinthatstuff?It’samazing.DOCTOR:Itiswhatisn’tinAdva(pause).Mostbottledwatersliketheonesyouweredrinkingarefilledwithadditiveslikefluo-ride and carbon chloride. These additives build up in your pineal gland and blood causing terrible side-effects like the ones you were having. Adva on the other hand is naturally optimized to travel through your body to absorb toxins . BILLY:WellAdvadefinitelyhelpedmedetox.Nowmyfutureisbrighterthanever.Ican’tbelievewatercouldmakesuchadiffer-ence. DOCTOR:WellbelieveitBilly.YoucanfindAdvainmosthealthfoodsstoresinthenation,andsoonitwillbeinyourlocalgro-cery store.BILLY:Ohno,thismeanseveryoneisgoingtobebuyingthestuff.AdvaisthefutureofwaterandIneedtogostockupnow!Sound:feetrunningintothedistanceDOCTOR:Thefutureofwateritis,Billy.(Pause)Billy?Sound:Dialtone
28Website
Website Home Page
29Website
Website About Page
30Banner Advertisements
Banner Advertisements
WEB BANNER 1
WEB BANNER 2
SKYSCRAPER
SQUARE AD PHASE 1 SQUARE AD PHASE 2
31Email Newsletter
Email Newsletter
32Social Media
33Social Media
34Brand Activation
Brand Activation
Activation Targeted at Primary Audience:
Adva will utilize a grassroots promotion aimed at Adva’s primary target audience of health conscious professionals and college students between the ages of 18 and 35 who are living in metropolitan areas.
This promotion will take place outside of popular yoga studios and fitness centers in major metropolitan areas such asNewYork,Chicago,LosAngeles,Philadelphia,andHouston.
It will involve handing out flyers and free samples Adva with a gift attached. Since Adva’s primary target consumers are educated, the flyer will emphasize the scientifically explored attributes of structured water. This will serve Adva’s mission of educating consumers about the functional and emotional benefits of the product. The gift that will be attached to the product is a bracelet made of Buddah beads. These beads will have the company logo and colors on them. The beads will not only appeal to the mystical side of structured water, they will help promote word-of-mouth advertising. This is because Buddah beads are trendy items that people will be happy to wear. When people are wearing these their friends will ask about Adva, hopefully increasing the amount of people who try the product.
35Brand Activation
Flyer
Activation Targeted at Primary Audience:
BACK FRONT
36Brand Activation
Free Sample
Activation Targeted at Primary Audience:
FREE SAMPLE WITH BUDDAH BEADS
BUDDAH BEADS
37Brand Activation
Brand Activation
Activation Targeted at Secondary Audience:
Adva’s secondary target market consists of college students and business professionals between the ages of 18-55 who live in eco-friendly cities that surround rural areas. These people are not necessarily health conscious, so they are unlikely to be influenced to buy Adva based on Adva’s advertisements that focus on educating primary consumers who are health conscious about the benefits of structured water. Thus, Adva’s best hope of gaining secondary audience members is to get them to try the product and fully experience the benefits of it.
In order to get secondary consumers to try the product, Adva wants to sponsor company buildings with free Adva for a month in areas that the secondary audience is located. Adva will place branded coolers in the buildings it is sponsoring and restock them as needed.
The buildings Adva aims to sponsor are Google Boulder, Cornell University’s student center, and the IBM buildinglocated in Burlington. The reason Adva should sponsor these buildings is because they are frequented by mem-bers of Adva’s secondary target audience. It is likely these audience members will become thirsty in these build-ings since audience members spend long periods of time in them. The audience members will be willing to sam-ple a new product since it is at no cost to them. After consuming Adva for a month, Adva hopes these members of the target audience will become hooked on the product for its delicious taste and the refreshed feeling it evokes.
Adva also recognizes the members of the secondary target audience are environmentally conscious. So if they are not hooked by the taste, they may be hooked when they see the environmentally friendly aspects of the product packaging. These include the reduced plastic material the bottle is made of and the stackable function the bottles have to reduce shipping space.
38Brand Activation
Building Sponsorship
Activation Targeted at Secondary Audience:
BRANDED COOLER IN SPONSORED BUILDINGS
STACKING FUNCTION OF BOTTLES FOR REDUCED SHIPPING SPACE
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Parallax Scrolling Website
This is a mock-up of Adva’s parallax scrolling site. It will be put on StumbleUpon, reddit, and Pinterest. It has a learn more buttontobringpeoplewhodon’tknowof/wouldn’tsearchfor Adva to Adva’s website.
Learn more at: www.advawater.com
Prallax Scrolling Site