AD307 DESIGN PRACTICEGHEA HUTANAMON CHRISANTI INDIANA KRIS CHEN. .

BRAND INVESTIGATION & STRATEGIES OUTLINE

BRANDHISTORY

Luciano Benetton was inspired by the idea of colors.

In 1965 Benetton was established in Italy.

Oliver Toscani did a photoshoot for benetton and called it “Colours of the World”. Which then used as the brand’s slogan.

By 1980s the Benetton campaign was out and get known all over the world.

Nowadays they produced over 150 million garments each year and have over 6,000 flagship stores in 120 countries worldwide.

TARGETAUDIENCE

MARKETPOSITIONING

BOLD &COLORFUL CHARACTER.

BENETTON IS KNOWN AS ABASIC, READY TO WEAR CLOTHING.

POPULAR FOR THEIR EMOTIONAL,CONTROVERSIAL ADVERTISEMENT AND CAMPAIGNS.

DIVERSITY OF CONSUMERS.

BRANDINVENTORY

THECOMPETITORS

BRAND ETHOS

“The purpose of advertising is not to sell more. It’s to do with instituional publicity, whose aim is to communicate the company’s values. We need to convey a single, strong image, which can be shared anywhere in the world.”

– LUCIANO BENETTON

UNITING DIFFERENCES, EQUALITY

UNIQUENESS, SOCIAL ISSUES,

FREE SPEECH.

CURRENTSTRATEGY

CAMPAIGNS

CURRENTSTRATEGY

WEBSITE

CURRENTSTRATEGY

INTERACTIVE PUBLIC CAMPAIGN

CONCEPT AND NOTION

HUMANITY

RACISM

UNITY &EQUALITY

CULTURALDIVERSITY

COLOUR

EMOTIONAL

EQUALITY

STRATEGYOUTLINE

INSIGHT: When I go to the supermarket to buy the fruit, there are not too much packages on the fruits. The simple plastic box is out date today. And there are not much interesting feels to me to buy them. I want to make fruits packs look modern and taste good. Of course, make them comfortable and good quality for the consumers.

WHAT IT IS: Fresh, cool skin colour, comfortable when you hold on the fruit’s package. lightly not much heavy, you can recycle the especial plastic packages.

WHAT IT ISN’T: Not fresh fruits, uncomfortable, not unconvenience.

REASON TO BELIEVE:There are holding shape areas on different fruit packages. Then, Let the people to buy them convenience to hold and interesting. After that, Consumers can recycle the packages for the life.

POINT OF DIFFERENCE: Only sale available in Supermarkets and convenience shops. (7/11, OK shop, etc.)

TARGET AUDIENCE: For Business people and Student. Male and females in supermarkets and 7/11 shops.

COMBLE

THEMOODBOARD

STRATEGYOUTLINE

STRATEGYOUTLINE

INSIGHT: Trough the case study of Benetton, I found the skin colour idea is a point from their sale concept. But the supermarkets haven’t much function or methods let the consumers to taste the fruit first and they don’t believe the quality of the fruit as well. So, I want to make the packages feel good taste for the target audiences. And the fruit skin packages also make them interested in the fruit. Indeed, they can enjoy the fruits’ tag to introduce which countries they come from and their details. Such as you go shopping and choosing the clothes that you like to wear to.

WHAT IT IS: Interesting, Clear design, unique and modern package, Feel fruit taste, Fresh, attractive look, the tag link can clasp on the shell.

WHAT IT ISN’T: Boring packaging, not fresh, uncompleted, and not colourful.

REASON TO BELIEVE:It is a fashion and simple design to pack the fruits. The consumers can see feel the taste from the pack. The people know the fruit quality and details from the fruit tags, and which of them are good to eat.

POINT OF DIFFERENCE: Not only sale in supermarket, but also sale available in motel and social environment.

TARGET AUDIENCE: 5-50 years male and female. Kids, Fashion people and stylist.

SKINS

THEMOODBOARD

STRATEGYOUTLINE

STRATEGYOUTLINE

RAINBOW

INSIGHT: The environment issues and the brand colours concept inspire me to use the recycle cardboard to be the material of the fruit package. When I go to the supermarket, the fruit packages just only one or two colour on it. I think the fruit tastes as different colour, so I want to make the package be colourful and feel happy and colourful.

WHAT IT IS: Fresh, Colourful, Environment protection design, not much paper, not busy design, good to touch.

WHAT IT ISN’T: Busy design, confused, unclear, can’t touch, monotonous product, and simple.

REASON TO BELIEVE:Taste them like enjoying the colour trip, reasonable price and cheap, quality promise, keep me going and make me happy when I see the Rainbow, Brand new start.

POINT OF DIFFERENCE: Sale available in all supermarket, shops, stores and service stations.TARGET AUDIENCE:

For all females and males.

THEMOODBOARD

STRATEGYOUTLINE

STRATEGYOUTLINE

INSIGHT: It gets your taste bud to experience the exotic flavours of the world.

WHAT IT IS: Fresh fruit with unique flavours, 5 series of this product, each range have different fruits from different continents.

WHAT IT ISN’T: Cheap, boring and common.

REASON TO BELIEVE:Rare type of fruits not to be found the small markets and chain markets like Coles and Woolworths.

POINT OF DIFFERENCE: Only sold in gourmet market. Packaged with different garment patterns of the area where the fruits came from.

TARGET AUDIENCE: Adults aged from 25 - 45 years old(70% female, 30% male), higher income.

BORDERS

THEMOODBOARD

STRATEGYOUTLINE

INSIGHT: Bringing unique and special fruits from different culture to your doorstep.

WHAT IT IS: Limited edition of 5 iconic fruits from 5 different continents, suitable for travelling gifts and parcel.

WHAT IT ISN’T: Boring and common.

REASON TO BELIEVE:Came along with a map, that tells you the location where the fruit originated from, and how they’re grown.

POINT OF DIFFERENCE: Sold in a pop up Benetton Stores.

TARGET AUDIENCE: Adults aged from 25 - 35 years old(70% female, 30% male).

UNITED FRUITS OF BENETTON

THEMOODBOARD

STRATEGYOUTLINE

INSIGHT: A bag of healthy fruits from organic farms (in developing countries), have ethical working procedure.

WHAT IT IS: Common fruits grown from organic farms, more eco friendly. The packaging is reusable for as a pouch.

WHAT IT ISN’T: Exotic fruits, enviromentally unfriendly and pretentious.

REASON TO BELIEVE:Each bag came with a tag that has a short story shared by the local farmers about their condition and how buying this product would help their community.

POINT OF DIFFERENCE: Reusable and profit will be given as charity to the community of the farm.

TARGET AUDIENCE: Young adults aged 20 - 25 years old(70% female, 30% male).

FRUIT BITE

THEMOODBOARD

STRATEGYOUTLINE

INSIGHT: For people who are looking for a light, healthy snack and want something unusual. It is a combination of 2 different fruits that has been diced/ sliced.

WHAT IT IS: A blend of two different sliced/diced fruit in a pack. Light and refreshing.

WHAT IT ISN’T: It’s not whole fruit in a plastic wrap. it’s not a fruit salad.

REASON TO BELIEVE:Combination of two very different flavour and colour of fruit makes it interesting and fruit is a healthy snack.

POINT OF DIFFERENCE: It has two different fruit combo in a one package. The combination of the fruit skin is what makes it different.

TARGET AUDIENCE: 20-30 years old. Mostly female who wants a light snack before lunch/for their kids.

FUSE

STRATEGYOUTLINE

STRATEGYOUTLINE

INSIGHT: People want something quick and healthy as a snack. they don’t want to spill the fruit juice on their table/clothes.

WHAT IT IS: Playful. A diced fruit that has health benefits and so easy to carry/open. People can eat fruits everywhere anytime.

WHAT IT ISN’T: A boring fruit salad.

REASON TO BELIEVE:The copy attracts people to look, and touch the box. The perforated area makes it easier for the consumers to consume the products.

POINT OF DIFFERENCE: The tearable graphic is simple and it’s saying that “skin doesn’t always represent what is inside.”

TARGET AUDIENCE: 19-30 years old. Male and Female who wants a refreshing fruit crunch.

SKINS

STRATEGYOUTLINE

STRATEGYOUTLINE

INSIGHT: The fruits were handpicked by people around the world. No matter where you came from, what your skin colour are, the fruits are still fresh and taste fantastic.

WHAT IT IS: Raising awareness by promoting the fruit origin. By putting the hand and the story it will create a personality of the brand. Also it comes with UCB’s brand value.

WHAT IT ISN’T: Not diced, pulped, or juiced. This whole fruit is fresh and in good quality as people around the world carefully handpicked them.

REASON TO BELIEVE:The idea of telling story where did the fruits come from around the world. The clear plastic also gives the idea of what’s inside.

POINT OF DIFFERENCE: We never know where did our fruits come from, who did pick it, and who are they.

TARGET AUDIENCE: 20-40 years old. People who interested in the racial issue and social causes.

ORIGIN

STRATEGYOUTLINE

AD307 DESIGN PRACTICEGHEA HUTANAMON CHRISANTI INDIANA KRIS CHEN. .