lemonade cid
TRANSCRIPT
CID for Lemonade
středa, 29. července 2009
Inspiration
středa, 29. července 2009
Lemonade’s look so far - rather different graphic styles
ATTENTION: BIG IDEAS EXPECTED!Client: Lenovo! ! Project: Launch U-350! ! Budget: USD 100 k
Required output: Creative launching concept
ASSIGNMENT (Please describe the assignment in one sentence)
Please prepare launching concept for the Lenovo U 350 personal notebook.
GOALS (What do we want to achieve and how shall we measure the success)
We must introduce the brand (due to critically low awareness), create an en-
gagement idea to connect with possible users and persuade them to buy it.
TARGET AUDIENCE (Don’t use demographics only - think about insights)
Young mid-experienced people considering purchase of a new notebook.
KEY INSIGHT (Express the key insight)
“I care about user friendly operation, overall performance and design.”
SINGLE-MINDED PROPOSITION (Define one & most important thought)
Choose IdeaL. Choose Idea Lenovo.
SUPPORT (Say anything to defend your SMP definition)
Idea Lenovo is the IdeaL within personal notebooks.
TONE OF VOICE (Express the tone of voice you want to use)
Friendly, innovative, young at heart, design-based, nice and open.
MANDATORIES (Anything necessary you did not mention yet)
Lenovo CID, U 350 design.
T A S T E T H E D I F F E R E N C E • T A S T E T H E D I F F E R E N C E • T A S T E T H E D I F F E R E N C E
L E M O N A D E s . r . o . • U !ALAMOUNKY 41 • PRAHA 5 • W W W . L E M O N A D E . C Z
C R E A T I V E B R I E F
CLIENT/BRAND/PROJECT
Lenovo / Lenovo / U-350
ASSIGNMENT DATE
7.7.2009
CREATIVE REVIEWS
---
When writing a Creative
Brief please remember:
You are supposed to inspire
not to limit. Use your com-
mon sense to express things
easily, accurately and un-
derstandably. Do not copy
and paste from the client’s
brief. Use your own way of
grabbing and explaining
the assignment. And please
remember: We ALL at
LEMONADE always juice
the best out of us!
středa, 29. července 2009
Lemonade’s look so far - rather different graphic styles
středa, 29. července 2009
THE FOLLOWING CID CONCEPT IS BASED ON THE SIMPLE 2D LIME ILLUSTRATIONS
AND GREEN STRIPE PATTERN COMBINED WITH CLEAN WHITE SPACE
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Why this graphic style?๛ It’s simple and clean๛ It’s easy to apply both as decoration (the stripe pattern)
and labeling system (the pictograms)๛ It’s easy to develop further and build upon
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Elements of the CID๛ Logo๛ Typography๛ Colour palate
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Lemonade’s logotype
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Lemonade’s fonts
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Lemonade’s colour palate
35/2/85/0177/206/84
28/0/84/0194/217/84
13/0/40/0225/235/174
44/0/75/0252/204/174
74/0/90/059/2/88
84/18/94/329/148/87
84/35/87/2139/111/80
35/2/85/0177/206/84
28/0/84/0194/217/84
13/0/40/0225/235/174
44/0/75/0252/204/174
74/0/90/059/2/88
84/18/94/329/148/87
84/35/87/2139/111/80
35/2/85/0177/206/84
28/0/84/0194/217/84
13/0/40/0225/235/174
44/0/75/0252/204/174
74/0/90/059/2/88
84/18/94/329/148/87
84/35/87/2139/111/80
35/2/85/0177/206/84
28/0/84/0194/217/84
13/0/40/0225/235/174
44/0/75/0252/204/174
74/0/90/059/2/88
84/18/94/329/148/87
84/35/87/2139/111/80
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Applying the CID
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Applying the CID
Stationary 1
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DL, A4 and A5 envelopes
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CD imprint and CD case
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Label and sticker
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Applying the CID
Stationary 2
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DL, A4 and A5 envelopes
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CD imprint and CD case
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Label and sticker
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Applying the CID
Keynote presentation template
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introductory and section divider slides
Lemonade’s logo is in bottom right corner
Headlines are in the client’scorporate colour
The client’s logo goes here
Name of presentation
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two text-heavy slides
Bullet points, numbering and highlights are also in the client’s corporate colour
Text blocks are centeredwhite is used for the body text
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Concept introductory and key visual slides
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Applying the CID
Other materials
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Creative brief template
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Social networks introduction
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Car branding
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Applying the CID
With complements card
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A6 cards
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Double-sided A5 folded into A6 card with a cut-out
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“Animated” A6 card
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Applying the CID
Gifts
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Notepad with spiral binding, pen
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Three-layer cover 1st layer: “Lemonade”, 2nd layer: “Filter well”, 3rd layer: “To taste the difference”
Can be used as a With Complements card or cover for a notebook/calendar
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Paper bag
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Coffee cup - the shape resembles a lime cut in half
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T-shirt design
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Applying the CID
Taste fresh
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Lime syrup
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Lime jam
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Lime candy
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Lime tea
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Mojito kit: contains lime, rum, brown sugar and, ideally, fresh mint leavesAlternatively the set can contain rum, brown sugar and lime and mint seeds and carry the message :
”Ours is a long-term commitment!”
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Applying the CID
Cook fresh
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Lime recipes book and Lime cocktails book
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Applying the CID
Smell fresh
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Lime scented refreshing wet towel
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Lime scented car refresher
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Thank you!
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