If you read my last post you’ll know that my most recent uni project was to create a fragrance brand. Our brand was ‘Arctic Lime’ a festival aimed fragrance that was designed to allow users to freshen up on the go, allowing them to enjoy their festival experience without having to worry about their hygiene (something that is definitely a worry at festivals considering the grim shower conditions, and unpredictable weather). I really enjoyed this part of the module, so I thought I’d share with you bits of the process, and what I’ve learnt about creating your own brand.We first came up with the idea for our brand when, ironically, we were procrastinating, and talking about our plans for the summer. Lots of us were going on holiday, or interrailing, or attending festivals, or just planning on partying for 4 months! We realised, as fun as these things are, smelling good whilst doing them is tricky when you aren’t in the comfort of your own home. That’s when our first idea was born. How about we create a spray that allows us to still have fun all summer, and feel fresh at the same time. With our base idea sorted we created a survey, to check our idea is something that people would actually be interested in. Below are our info-graphics that show the results, and backed up the fact that our brand is something people would actually buy into.
From here we created our very first brand pitch. We settled on the name ‘Bright and Day’, decided we’d have 4 different products, an areosol, a mist, a spray and a balm, all with the same scents, perfect for whichever activity you’d be up to this summer. We also created a positional map, to prove that we’d found a gap in the market. It was all very basic, but we were confident we had an innovative idea.
The first pitch went relatively well. They liked the concept, but hated the name, and felt we still had a long way to go with our brand story. Turns out when creating a brand, the name is the hardest part, we had so many lecturers give us different opinions on names, but eventually we settled on ‘Arctic Lime’, a name that shows how our brand is fresh and pure, but also sounds a bit indie and edgy. In order to improve our brand story we scrapped the idea of creating 4 types of fragrances for different events, and instead settled on focusing solely on festivals. From here we created a new positional map, and a brand wheel so we could really show what our brand stood for, and who we were targeting. We went into our second pitch even more confident that we were really onto something here.
Our second pitch went well too. They liked our new focus, but weren’t fully sold on how our product would work. With a few more tweaks to our promotional plan, and even more focus on our consumer and brand story, we knew we’d have a final brand that we were proud to potentially present to an industry panel. We put more focus on the eco-friendly aspect of our product, reinforcing the fact that our bottles would be made from recycled plastic left at festivals, and taking on advice from our lecturer we pushed this realistic stance towards festivals through the rest of our branding (which you can see through our photoshoots). We decided we would push our product through all festival advertising means, we’d send out promotional products with tickets, have pop up tents at festivals, and send out wristbands that allowed you to refill your scent at festivals. There would be 5 different products available, all with the same scent but different levels of strength and longevity, suitable for all consumers needs. We also created an instagram and website mock up, and whilst they weren’t fully functioning, but they looked amazing, and really professional (https://bethtootell.wixsite.com/arcticlime if you want to check it out!). We also created a competition idea that would get our consumer involved in the brand, and advertise our product at the same time. With our focused consumer profiles we were finally happy with our brand, and all in all we went into our final pitch knowing we’d put in all the work possible, and hopefully had ticked all the boxes when it came to creating a brand.
We must have done something right because the feedback we got was super positive, and we even were chosen to present to the industry panel, which was equal parts terrifying and amazing. A lot more went into creating this brand than just stated in this post, but hopefully you can see the process we went through, and how it grew from strength to strength. Having such a dedicated and talented group of girls to work with helped no end, and I think we all left proud of the work we’d put in. To be honest I kind of wish a brand like Arctic Lime did exisit – I know I’d definitely be purchasing it for my upcoming festival!
Until next time,
All images are my own