GOOD daybbcdcomdes.weebly.com/uploads/1/1/8/6/11866691/cd203_1_veroni… · < improved train...

GOOD day

CD203 1 Veronika Shatokhina 00041257T

VIRGIN background

< Richard Branson in 1970< 300 branded companies in 30 countries< airlines< records< bridal wear< holidays< vodka< cars< bank accounts< mobile phones< cosmetics< gyms< etc.

VIRGIN message

< quality for money< innovation< fun< sense of competitive challenge< sustainable lifestyle

BRAND identity - active

< wellness programmes< nutritious eating guidelines< online health checks< reducing energy use< donating equipment to community gyms< online carbon calculator

BRAND identity - happy

< having fun is good for health< tackling social issues< expanding horizons< sustainable tourism charity

BRAND identity - sustainable

< our lifestyle impacts our planet< responsible choices< exceeding expectations< low carbon services< inspiring the change< educating

BRAND identity - sustainable

< low carbon aviation < loud voice< reducing fuel burn< developing sustainable fuels< Green Award for Recycling

BRAND identity - sustainable

< fuel-efficient trains< low carbon fuels< improved train design< regenerative braking< encouraging bike-train-bike journeys< energy metering

BRAND identity - sustainable

< clothes made from recycled hot air balloons< sustainable lifestyle charity Anti-Apathy< fighting tropical deforestation< raising funds

VIRGIN language

VIRGIN language

VIRGIN language

VIRGIN language

TARGET audience

< adults 18 - ...< caring about their heath and wellbeing< caring about their planet< trying to improve their lifestyle< who are active< love travelling< socialising< having fun

Product choice - yoghurts

CATEGORY investigation - drink

< drinkable yoghurt market is poorly developped in Australia< the biggest competitor is Danon

CATEGORY investigation - squeeze

< squeezable yoghurts are kids oriented< have flexible packaging

CONCEPT development

< introducing Virgin drinkable yoghurt for adults< taking the benefits of soft packaging< using smart Virgin language in artwork design< using recyclable materials< rasing awareness about sustainability

PACKAGING sketches

< a choice of packaging< one level of packaging< minimal use of plastic< squeezable design< comfortable opening< simplicity of shapes< milk card board< plastic/foil

MOODboard

CD203 1 Veronika Shatokhina 00041257T

THANK you