Post on 02-Aug-2020
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