Pure Leaf
Pure Life Brand
Project Goal
Design a new brand line from a new or an existing company with a target audience of college students.
Deliverables: Develop a label design and collateral.
Research
While researching, my partner and I researched drinks that were commonly sold in college cafes and vending machines. What stood out to us the most is that Pure Leaf is the only drink in vending machines that was not a soda or an energy drink.
After searching Pure Leaf further, we looked at their mission, brand guidelines, competition, and social media.
This is what we gathered:
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Their mission for sustainability
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Minimalistic, professional, and a natural look
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Logo of the three leaves
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Instagram advertises self-care
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Warm and cozy colors
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Photographs of the drink with healthy meals
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A refreshing drink to have while outside/exercising
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Advertises to Gen-Z and Millennials
We liked the idea of pushing self-care for college students. Using the guidelines we were given, we did further research into what would fit for a new line of teas that would increase their mission for sustainability and self-care.
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Fruits and other teas
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Goumi Berry
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Kumquat
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Serviceberry
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Velvet Tamarind
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Butterfly Tea
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Switching from a plastic bottle to a glass bottle
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Collateral products used for self-care, or products that college students would use
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Shirts
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Bandanas
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Tote bags
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Socks
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Process
Solution
