Flor is a new ice cream chain that will distinguish itself through the extreme care paid to the raw materials selection, only of the highest quality as the artisanal Italian tradition dictates.
Our mission is to create a new sales network through which to spread the best artisanal ice cream culture. An ice cream produced exclusively with carefully selected organic ingredients, taken directly from the certified organic agriculture entities.
Going back to origins but keeping an eye towards the future and the globalization: apart from the traditional combination of products and aromas, our research is constantly trying to bring out an innovative range of flavors guaranteeing the highest quality standards as well as a wide choice for our clients.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
We are asking Creators to come up with a logo and pay –off to identify our brand in an immediate and efficient way. The logo must be made of a very simple and basic lettering, while having a very elegant look. The preferred color is dark red, rosewood.
Additionally we are asking for graphical proposals for inside shop communication (for example the flavors list) as well as packaging (like take away recipients) and stuff uniforms.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
From the age point of view, we are speaking to a heterogeneous target, split in various age groups. Selling take away food products, we will focus our attention on youth and especially on families who pay great care at their alimentary choices.
Offering a high quality product, we are targeting a demanding clientele, with medium to high income, always searching for the latest products, keeping itself in the know with the latest tendencies and orientated towards picking the best on the market.
The shop layout will be very elegant and composed, bringing back the style of the old ice-cream shops, with a friendly and welcoming atmosphere that stands for the quality and the authenticity of the artisanal product.
The prestigious character of the brand name will be underlined also through the fine shop facilities: walnut wood for the front side of the counter and polished marble for the working side.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Our objective is to create a sign easy to recognize, that uniquely and immediately identifies an excellent quality product. We want to get across our strong bond with the artisanal tradition of Italian ice cream, coupled with the continuous pursuit of new high quality ingredients.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
The target should believe in our offer because we invest in the authenticity and excellence of our product and we are very strict in terms of quality standards.
Choosing certified organic raw materials, using artisanal processing technique, seeking for our ice cream the best flavor combinations and fragrances only from natural products, the elegance and the delicacy in decorating our shop, the extreme care in selecting and forming our counter stuff – these are all guarantees that we offer in exchange to our clients’ trust.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
You can trust Flor! The ice-cream you purchase in our shops is guaranteed by its exclusively natural and organic ingredients, lacking any chemical additives and colors.
We are obsessed with quality and excellence.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
The Flor logo will be present in all points of sale. Moreover it will be applied on all company materials, on the packaging, shoppers and staff uniforms. It will be also used for the website.
All new shop openings will be anticipated by local multi-media advertising campaigns, that will always incorporate the logo and the pay off.
As of now the full budget dedicated to marketing investments is still waiting for be defined.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
For the competition stage we accept proposals in .jpeg and .pdf
The winner will be asked to provide professional formats.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !