client typo

client typo

WHO? A stationery, homewares and gift ware chain store.WHAT? Typo sells fashion inspired stationery, homewares and gift ware in a brand orientated store environment.WHERE? Typo is high up in terms of their market position as they target a different market than their closest competitors.

client typo

WHY? Typo believes that their customers are not just walking into a store, but are entering a brand. This is why their focus is on store design, distribution of product, quality assurance, management and training staff.

WHERE? In stand alone Typo stores all over the world in 8 countries

WHY BUY? Their stationery is fashion forward, cheeky, unique and affordable.

CATEGORY? Specialty concept store

the history

The store was founded in 2009 as an extension of the Cotton On brand. Founders saw a hole in the market for affordable and on-trend stationery and homewares for students.

All products are derived from the latest trends in fashion and strive to keep up to date with products

that are helpful to students organisation, unique to those on the market already and fun and enjoyable to use.

market position

In the market of stationery, homewares, gift supplies and storage solutions, Typo is at the forefront of the market. They offer affordable solutions which are accessible and appealing to students which sets them apart from their direct competitors, Smiggle and Kikki K.

They dominate a large segment of the market as Kikki K is more expensive and aimed at an older market, and Smiggle is similarly priced but aimed at a market of young primary school to Junior

school aged students.

market position

Typo also provides an experience, with their instore set up vastly decorated to match the brand. Their packaging is also stylish, including the direct boxes their products are stored in, the swing tags and also their branded carry bags. The brand is consistent, simple and easily recognisable.

brand promise

Typo’s mission is to become the most innovative and responsive brand within their market without compromising the values who have made them who they are today.

We pride ourselves on making our customer feel and look fashionable without the guilt of spending excess dollars fashion should be fun, affordable and updated often.

the market

Target market 18-25 years

Female, tertiary students

Primarily urban dwellers

Average income earners

the brief

the range

The range will consist of three variants, each with a different citrus flavour. The three citrus flavours will be orange, lemon and grapefruit. Citrus fruits were chosen from in-depth research into the mental stimulation and mood uplift benefits of the fruits.

the product

The product which will be developed is an all natural fruit infuser which will be sold in convenient, one serve packages within the Typo store and possibly branch out into multi-packs which can be sold in supermarkets.

The single serve packaging will be made from recyclable materials, waxed paper, and the fruit infuser

itself will be made from recyclable plastic. The package will weigh 100g gross weight, and be sized 15cm length x 4cm height x 4cm width as it is a convenience item

the reason

The market is saturated with unhealthy, highly caffeinated and high in sugar beverages and the need for a more healthy alternative is apparent. Also, the target market is found to not drink the recommended amount of water each day, even though a lot of students carry around a drink bottle while they are in class/travelling/etc.

These unhealthy beverages consumed by the target market are appealing as they are inexpensive, are advertised to give a boost of energy and convenient. There is a gap in the market where healthy alternative ‘energy’ type drinks are concerned and this is where Typo’s all natural fruit infuser ‘Zest’ will be able to appeal to the market.

back ground

The product will become a competitor to the existing convenience ‘energy’ beverage market, but it will be a healthy alternative to these already existing beverages. Typo as a brand is expanding its range and has already established brand loyalty which enables the product to gain exposure and reach its target market. It will also allow the brand

to continue growing and possibly attract a larger audience from the target market. Typo is interested in the health and wellbeing of students thus the development of a healthy energy drink alternative will help to communicate this.

target market

PRIMARY: 18-25 year old tertiary students, predominantly female. Low to average income earners. Energy drink/vitamin water consumers and those who find water ‘boring’.

SECONDARY: 14-18 years. High School students. Females. Low – average income. May have older siblings/relatives/

friends who shop at Typo and want to ‘fit in’ with the trends.

TERTIARY” (others) Health conscious individuals, mothers of teenage/’tween’ children.

the usp

A stylish, convenient and healthy alternative to the existing sugary, artificially flavoured and highly-caffeinated energy beverages which are readily available to the target market.

The packaging of the actual fruit infuser itself protects the fruit contained within it and also is the main component of making the infuser work. The fruit infuser itself will be packaged in recyclable plastic and be contained in an outer packaging, branded as a sub brand of Typo with the parent logo quite prominent.

As the outside of the infuser is dotted with small holes to allow the fruit to flavour the water, it is important it be packaged by a secondary means. The product will require extra packaging to protect it during transportation and also to stand out at point of sale, as the actual product itself is quite small.

the exterior

the exterior

The product will be required to be frozen in order to be kept fresh and thus a small freezer will be designed as a point of sale stand for the Typo stores. The product will be sold next to the Typo cash register desk along with point of sale advertising. This location will also encourage impulse buys and also aid in the selling of the Cotton On Foundation drink bottles which

are also sold at the cash register counter as the fruit infuser is also compatible with these drink bottles.

the tasks

-Develop a brand name

-Design a brand logo (consider

brand hierarchy)

-Create a look and feel for the

packaging for convenience and

aesthetic appeal

-Develop the product range/

varieties

-Design the point of sale

-Create an advertising campaign

-Develop multi-packs to extend

the range

the tone

What the brand is: Stylish, friendly, casual, young, fashionable, playful, uncomplex.

What the brand is not: Dull, formal, health ‘obsessed’, uninviting, impractical

If it were a person it would be: Joel Madden

If it were a car it would be: Suzuki Swift

the appeal

The brand is essentially developed to be sold in Australia, due to the research into the target market needs and trends. However, as Typo is sold internationally it is possible that it would be sold to a wider market, hence should have international appeal.

This can be done by linking the secondary brand prominently to Typo, staying true to Typo’s casual personality and also reflecting the design style and bright colour scheme.

the others

Direct Competitor Products (marketed as healthier energy beverages): Vitamin water, Nutrient water, Berocca.

Other Competitor Products (Contain large amounts of caffeine, sugar, artificial flavours): V, Red Bull, Powerade, Gatorade, Rockstar, Mother, Monster.

Where they will be competing: In the same market category, convenience ‘energy boost’ beverages

Competitor Market: The competitor products have a larger target audience than the Typo fruit infuser product, however the target market does exist inside the competitor markets.

the others

Product differentiation: Point of sale, freshness, healthy alternative, no preservatives, convenient, not messy, stylish, unique packaging.

task timeline

Week 1 – 4: Concept design, develop a strategy and form three visual directions which coincide with the developed strategy

Week 4 – 7: Design Development. Choose one visual direction and pursue it. Develop the variety, packaging materials, design style, colour, useage, etc.

Week 7 – 9: Finished renderings and mock up of packaging and presentation design

Week 9 – 14: Refining of ideas and presentation development

.

the strategy

Through using fruit to aid school and university students in their lifestyle, I aim to provide them with a product whose key ingredient is all natural.

fruit benefits

Providing the target market with natural benefits from fruit which has no preservatives or artificial additives

Fruit has many properties in terms of mood uplift and can also help focus, concentration, relaxation, sleep and mental state

the product

A healthy citrus drink additive in the form of a frozen fruit infuser, which is convenient and easy to use.

Provide healthy alternative to unhealthy, sugary and highly caffeinated beverages

The product will be readily available in-store, individually packed.

the link

As Typo’s target market are tertiary students, it is not unusual that they care about their wellbeing. The new sub brand ‘Zest’ has been developed to encourage students to drink more water and provide a natural boost of energy through an all natural source, citrus fruit.

claritylemon

energises, clears the mind and increases awareness

vitality orange

boosts mood, confidence and promotes activity

serenity grapefruit

reduces anxiety and promotes calm

the variety

Lid on Lid offthe tube

serenity grapefruit

vitality orange

claritylemon

serenitygrapefruit

vitalty orange

claritylemon

8cm

3cm

2cm

the size >

>

>

>

>

>

lid

filter

tube with holes that enable the infusion

attachment for bottle

rindless sliced fruit

the tube

>

>

>

>

>

lid

filter

tube with holes that enable the infusion

attachment for bottle

rindless sliced fruit

mock up

>

>

>

>

>

The fruit infuser tube slips easily into a conventional disposable drink bottle and screws on securely.

Water passes through the holes of the infuser which allows the fruit to flavour the water.

the usage

There is a filter just below the mouth piece which stops any pips and pulp from entering the mouth.

As the infuser is frozen, it will also slightly cool down the temperature of the water in the bottle.

the usage

yellowC = 2 M = 9 Y - 97 K = 0R= 255 G = 211 B= 21

orangeC = 0 M = 44 Y = 95 K =0 R = 255 G = 160 B = 59

pinkC = 0 M = 100 Y = 0 K =0 R = 236 G = 0 B = 140

the logos

The centre colour is the same but at a lower opacity.

monoLight Grey K =50R = 146 G = 148 B = 151 Dark GreyK =70 R= 109 G = 110 B = 112

the logos

Museo

ABCDEFGHIJKLMNOPQR

STUVWXYZ

abcdefghijklmnopqrstuv

wxyz

1234567890

the type

Primary

Secondary

Pepita Script ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuv wxyz 1234567890

the exterior

‘Bon bon’ inspired

100% recycleable waxed cardboard packaging

Bright, colorful and eye-catching so it stands out at point of sale

Front

the exterior

lemon infuser tube

clarity

100g

Die-cut to show the fruit infuser

the exterior

Back

the size

lemon infuser tube

clarity

100g

4cm

>

>

15cm

>

>

4cm

>

>

Small, portable

Able to fit in a hand bag, small backpack or laptop bag.

mock up

the front

the top

the side To open the packaging, the flaps

open similar to a milk carton

the side

the side

the side

the back The die-cut allows the fruit infuser

to be seen without opening

the back The die-cut allows the fruit infuser

to be seen without opening

the bottom

the tube

the range

the pos

Small freezer which sits next to the cash register.

Bright and colourful

Encourage impulse buying

Cashier/staff can collect the lids which customers discard from their drink bottles and recycle them for making new Zest product packaging

the earth

Collecting lids for recycling

Packaging is recyclable

Tube made from degradable plastic

thank you