client typo WHY BUY? Their stationery is fashion forward, cheeky, unique and affordable. CATEGORY? Specialty concept store

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2 client typo

3 client typo WHO? A stationery, homewares and gift ware chain store. WHAT? Typo sells fashion inspired stationery, homewares and gift ware in a brand orientated store environment. WHERE? Typo is high up in terms of their market position as they target a different market than their closest competitors.

4 client typo WHY? Typo believes that their customers are not just walking into a store, but are entering a brand. This is why their focus is on store design, distribution of product, quality assurance, management and training staff. WHERE? In stand alone Typo stores all over the world in 8 countries WHY BUY? Their stationery is fashion forward, cheeky, unique and affordable. CATEGORY? Specialty concept store

5 history The store was founded in 2009 as an extension of the Cotton On brand. Founders saw a hole in the market for affordable and on-trend stationery and homewares for students. All products are derived from the latest trends in fashion and strive to keep up to date with products that are helpful to students organisation, unique to those on the market already and fun and enjoyable to use.

6 market position In the market of stationery, homewares, gift supplies and storage solutions, Typo is at the forefront of the market. They offer affordable solutions which are accessible and appealing to students which sets them apart from their direct competitors, Smiggle and Kikki K. They dominate a large segment of the market as Kikki K is more expensive and aimed at an older market, and Smiggle is similarly priced but aimed at a market of young primary school to Junior school aged students.

7 market position Typo also provides an experience, with their instore set up vastly decorated to match the brand. Their packaging is also stylish, including the direct boxes their products are stored in, the swing tags and also their branded carry bags. The brand is consistent, simple and easily recognisable.

8 brand promise Typo s mission is to become the most innovative and responsive brand within their market without compromising the values who have made them who they are today. We pride ourselves on making our customer feel and look fashionable without the guilt of spending excess dollars fashion should be fun, affordable and updated often.

9 market Target market years Female, tertiary students Primarily urban dwellers Average income earners

10 brief

11 range The range will consist of three variants, each with a different citrus flavour. The three citrus flavours will be orange, lemon and grapefruit. Citrus fruits were chosen from in-depth research into the mental stimulation and mood uplift benefits of the fruits.

12 product The product which will be developed is an all natural fruit infuser which will be sold in convenient, one serve packages within the Typo store and possibly branch out into multi-packs which can be sold in supermarkets. The single serve packaging will be made from recyclable materials, waxed paper, and the fruit infuser itself will be made from recyclable plastic. The package will weigh 100g gross weight, and be sized 15cm length x 4cm height x 4cm width as it is a convenience item

13 reason The market is saturated with unhealthy, highly caffeinated and high in sugar beverages and the need for a more healthy alternative is apparent. Also, the target market is found to not drink the recommended amount of water each day, even though a lot of students carry around a drink bottle while they are in class/ travelling/etc. These unhealthy beverages consumed by the target market are appealing as they are inexpensive, are advertised to give a boost of energy and convenient. There is a gap in the market where healthy alternative energy type drinks are concerned and this is where Typo s all natural fruit infuser Zest will be able to appeal to the market.

14 back ground The product will become a competitor to the existing convenience energy beverage market, but it will be a healthy alternative to these already existing beverages. Typo as a brand is expanding its range and has already established brand loyalty which enables the product to gain exposure and reach its target market. It will also allow the brand to continue growing and possibly attract a larger audience from the target market. Typo is interested in the health and wellbeing of students thus the development of a healthy energy drink alternative will help to communicate this.

15 target market PRIMARY: year old tertiary students, predominantly female. Low to average income earners. Energy drink/vitamin water consumers and those who find water boring. SECONDARY: years. High School students. Females. Low average income. May have older siblings/relatives/ friends who shop at Typo and want to fit in with the trends. TERTIARY (others) Health conscious individuals, mothers of teenage/ tween children.

16 usp A stylish, convenient and healthy alternative to the existing sugary, artificially flavoured and highlycaffeinated energy beverages which are readily available to the target market.

17 exterior The packaging of the actual fruit infuser itself protects the fruit contained within it and also is the main component of making the infuser work. The fruit infuser itself will be packaged in recyclable plastic and be contained in an outer packaging, branded as a sub brand of Typo with the parent logo quite prominent. As the outside of the infuser is dotted with small holes to allow the fruit to flavour the water, it is important it be packaged by a secondary means. The product will require extra packaging to protect it during transportation and also to stand out at point of sale, as the actual product itself is quite small.

18 exterior The product will be required to be frozen in order to be kept fresh and thus a small freezer will be designed as a point of sale stand for the Typo stores. The product will be sold next to the Typo cash register desk along with point of sale advertising. This location will also encourage impulse buys and also aid in the selling of the Cotton On Foundation drink bottles which are also sold at the cash register counter as the fruit infuser is also compatible with these drink bottles.

19 tasks -Develop a brand name -Design a brand logo (consider brand hierarchy) -Create a look and feel for the packaging for convenience and aesthetic appeal -Develop the product range/ varieties -Design the point of sale -Create an advertising campaign -Develop multi-packs to extend the range

20 tone What the brand is: Stylish, friendly, casual, young, fashionable, playful, uncomplex. What the brand is not: Dull, formal, health obsessed, uninviting, impractical If it were a person it would be: Joel Madden If it were a car it would be: Suzuki Swift

21 appeal The brand is essentially developed to be sold in Australia, due to the research into the target market needs and trends. However, as Typo is sold internationally it is possible that it would be sold to a wider market, hence should have international appeal. This can be done by linking the secondary brand prominently to Typo, staying true to Typo s casual personality and also reflecting the design style and bright colour scheme.

22 others Direct Competitor Products (marketed as healthier energy beverages): Vitamin water, Nutrient water, Berocca. Other Competitor Products (Contain large amounts of caffeine, sugar, artificial flavours): V, Red Bull, Powerade, Gatorade, Rockstar, Mother, Monster. Where they will be competing: In the same market category, convenience energy boost beverages Competitor Market: The competitor products have a larger target audience than the Typo fruit infuser product, however the target market does exist inside the competitor markets.

23 others Product differentiation: Point of sale, freshness, healthy alternative, no preservatives, convenient, not messy, stylish, unique packaging.

24 task timeline Week 1 4: Concept design, develop a strategy and form three visual directions which coincide with the developed strategy Week 4 7: Design Development. Choose one visual direction and pursue it. Develop the variety, packaging materials, design style, colour, useage, etc. Week 7 9: Finished renderings and mock up of packaging and presentation design Week 9 14: Refining of ideas and presentation development.

25 strategy Through using fruit to aid school and university students in their lifestyle, I aim to provide them with a product whose key ingredient is all natural.

26 fruit benefits Providing the target market with natural benefits from fruit which has no preservatives or artificial additives Fruit has many properties in terms of mood uplift and can also help focus, concentration, relaxation, sleep and mental state

27 product

28 A healthy citrus drink additive in the form of a frozen fruit infuser, which is convenient and easy to use. Provide healthy alternative to unhealthy, sugary and highly caffeinated beverages The product will be readily available in-store, individually packed.

29 link As Typo s target market are tertiary students, it is not unusual that they care about their wellbeing. The new sub brand Zest has been developed to encourage students to drink more water and provide a natural boost of energy through an all natural source, citrus fruit.

30 variety clarity lemon energises, clears the mind and increases awareness vitality orange boosts mood, confidence and promotes activity serenity grapefruit reduces anxiety and promotes calm

31 tube Lid on Lid off

32 clarity lemon vitality orange serenity grapefruit

33 clarity lemon vitalty orange serenity grapefruit

34 > the size > 3cm > > 8cm > > 2cm

35 tube > > > > > lid filter attachment for bottle rindless sliced fruit tube with holes that enable the infusion

36 mock up > > > > > lid filter attachment for bottle rindless sliced fruit tube with holes that enable the infusion

37 usage The fruit infuser tube slips easily into a conventional disposable drink bottle and screws on securely. Water passes through the holes of the infuser which allows the fruit to flavour the water.

38 usage There is a filter just below the mouth piece which stops any pips and pulp from entering the mouth. As the infuser is frozen, it will also slightly cool down the temperature of the water in the bottle.

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41 logos yellow C = 2 M = 9 Y - 97 K = 0 R= 255 G = 211 B= 21 The centre colour is the same but at a lower opacity. orange C = 0 M = 44 Y = 95 K =0 R = 255 G = 160 B = 59 pink C = 0 M = 100 Y = 0 K =0 R = 236 G = 0 B = 140

42 logos mono Light Grey K =50 R = 146 G = 148 B = 151 Dark Grey K =70 R= 109 G = 110 B = 112

43 type Primary Secondary Pepita Script ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuv wxyz Museo ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuv wxyz

44 exterior

45 exterior Bon bon inspired 100% recycleable waxed cardboard packaging Bright, colorful and eye-catching so it stands out at point of sale clarity lemon infuser tube 100g Front

46 exterior Die-cut to show the fruit infuser Back

47 > the size 4cm Small, portable > clarity lemon infuser tube Able to fit in a hand bag, small backpack or laptop bag. 4cm > > 15cm 100g > >

48 mock up

49 front

50 top

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52 side To open the packaging, the flaps open similar to a milk carton

53 side

54 side

55 side

56 back The die-cut allows the fruit infuser to be seen without opening

57 back The die-cut allows the fruit infuser to be seen without opening

58 bottom

59 tube

60 range

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66 pos Small freezer which sits next to the cash register. Bright and colourful Encourage impulse buying Cashier/staff can collect the lids which customers discard from their drink bottles and recycle them for making new Zest product packaging

67 earth Collecting lids for recycling Packaging is recyclable Tube made from degradable plastic

68 thank you