Initially we went with the idea of superpowers and how nootropics can give you 'super study powers' such as 'focus' and 'brain power'. Inspired by old school comics and super heroes such as superman we collected visual research however, we encountered issues with copyright and thought it wouldn't attract our target audience so we moved on from this idea. We thought about the potential form of the product and old school 'candy sticks' sprung to mind. However when we presented our ideas in the feedback discussion with DBA we realised that if our target audience was aimed at university students, we asked ourselves would we really want to take the study drug in the form of candy sticks?
Sticking with the theme of superheroes we decided to tone it down and focus on the powers of the three products could provide for studying. The form of the product was our next task, sat around the table with a cup of tea we realised that drinking the study drug in tea form would be the best way to consume the product. In a lot of ways, we might get more benefit from a good organic tea than from a vitamin pill. You’re getting the benefits of hydration. There’s also the social element: Tea is something that you can share with people. And when you’re drinking herbal tea, you get aromatherapy at the same time and that’s something you don’t get from a tablet. Researching into tea and existing brands it allowed us to think about herbal options and create a tea brand with three different super powers.
Primary Research
Surveying the canteen at lunch, meg asked the question: in which form of a study drug would you want to take?
After talking to different people initially everyones immediate reaction was a pill. however after explaining it could exist in different forms or situations such as a morning drink, people opened up to the idea. drugs already exist in pill or casual forms, thus makes it feel more 'real'. however the positives this in liquid form or as a dissolving substance became appealing due to being able to embed it into your natural daily routine or less daunting than taking a pill.
The research was undertook in an art institution with art students, thus designing the product for this target audience would be appropriate.
Concept
The concept of our new nootropics is based on the idea of tea and uses a super hero theme, therefore reflecting the chosen name ‘super brew.’ The idea of super brew is to help aid study sessions and power students through long days in university and at the library etc. Each of the tea products use a range of natural flavours and are used for different times throughout the day, for example breakfast, break time and night time, the names are each fun and reflect the times of the day. We chose to use tea and natural ingredients based on the findings of out primary research which indicates students are more likely to drink the product rather than take a pill like the norm nootropic way, tea is also part of students routines and will drink it from morning to evening.
Tea originated in Southwest China, where it was used as a medicinal drink. It was popularized as a recreational drink during the Chinese Tang dynasty, and tea drinking spread to other East Asian countries. After water, it is the most widely consumed drink in the world.
Target audience
Our target audience aims to attract students at university and college, between 17 to mid 20’s, who are looking for a product to help them with their work and give them a push throughout their day. Research found that many Nootropic products are branded very clinical and perhaps intimidating to students. We felt that there is a gap in the market for something which was fun and something we would see ourselves buying.
Product placement
Our own website online - Register and purchase and get a eco cup with first order. The cup is recyclable and sustainable the lid allows allows it to be taken and used in the library to study.
Super brew will be sold in unions, and in student super markets within university campuses, by the product been sold in these places the product is easy to purchase and stands out to the audience.
Advertisement - Instagram, website, leaflets in student union / canteen, the eco Tea cup will have a super brews design on it advertising the brand.
Branding
We wanted to avoid the typical 'floral herbal' designs seen on existing tea brands and create a brand that is fun and bold which helps it to stand out from competitors and students are more likely to spot it on shelves. Illustrations and contrasting colours have also been used to make it seem like a less intimidating design compared to other tea brands.
Names and flavours
Breakthrough Breakfast
Kick - start, instant
An instant super boost to kick start your day! - English breakfast blend with natural tea leaves.
Mastermind Matcha
Intense focus, all day round
Gives you super focus for intense study sessions Matcha natural tea leaves for hours of concentration
Midnight Moon Tea
Long - lasting, energy efficient
A natural super push for those long nights green tea with a hint of jasmine, will keep you company past midnight
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