further research

After completing my initial research on Babychams history and background, I was then able to collect my thoughts when considering a new brand identity. I arranged to meet up with one member of my group (as the other we could not get in touch with). We decided to create a number of different mind maps ( seen in my journal) that allowed our creative thoughts to run free. By doing this we came up with a number of different ideas for  a new brand image. Different things we considered were:

• who is the new target market to be aimed at? ( men, women-existing or 18yr olds)
• what type face should the new logo be?
• who are their main competitors?
• could we diversify the product?
• seasonal campaigns?
• occasions where it would be drank?
• new logo?
• new name?
• colour scheme ?
• price?
• bottle/can?

After listing a number of different ideas down we finally decided that our new brand image for the product babycham should be:

• aimed at 18-25 year olds
• be presented in glass bottles (clear)
• diversification- different fruit fusions, all unusual exotic flavours mixed with perry. (grape and pear)
• will still produce the original flavour
• will rival two competitive markets - Cider and alcopop - as we feel that with the fruit fusion and the target market it will be better suited.
• and will need a complete makeover ( logo, name, colour scheme)