Bonjour !: Blue Whale Branding

For this final project, we were asked to either make a new brand, or to redesign a brand. Then, we decided to focus on to-go/take-away-food. Why? because in this modern lifestyle, people don't really have time to enjoy snack extremely-peacefully. When it comes to coffee, people will bring their laptop, or throw a meeting with another person. Same thing comes from bubble tea drinks. People usually bring their bubble tea to work to be a companion for their busyness. Those are basically the reasons why a to-go bar will definitely suits those people.

Our choices are:

1. Fresh fruity beverage: Juices, fro-yo, smoothies, gelato

2. Medium Snack such as: pancakes, waffle, etc

3. Cafe. (competitor: J'Co, Dunkin Donuts, etc)

And, we go with.... Number 1

We did our mindmapping and brainstorm for the name :

Fruity
Freshfruit
(fr)2 : fresh fruit - H(F)2
Undrinked
(F)3: Fit. Fresh. Fruity. Fast --> bisa jadi tagline
F3
Healdrink
Energy
Licious:
Energilicious
Frulicious
Juicylicious
Fruitzy
Frozen Mountain
Freezy/Frozy
Good Luck
Cool or Kool / Sweet & Sour
Cool or Cold
Cool Sweet
Squashy / Squeshy
The Big Squeeze
Pure Health
Fruita
Enerjuice
Dip & Sip
Beverage:
Bevande - Italian
Dranken - Dutch
Boissons - French
Breuvage
Quench - pleasing
Juice Do It
Crush
Favorage
Glace Tropicale : Tropical Juice (french)
Whale in a cup
fox in a cup
Blue Whale
Fruity Penguin
Fresh Crush

*the highlight ones are the alternative names, and we already had tried to sketches some of them.

After quality control with our lectures and feedbacks from peers and seniors,

Some of us chose Fresh Crush, and some of us chose Blue Whale. For me, fresh crush is too literal and a little difficult to say. We finally chose blue whale.

Creative Brief

01 BACKGROUND SUMMARY

Client

Blue Whale

Product / Service

Healthy Fruity Beverage

About

Blue Whale is a newly founded fruity beverage in Indonesia. It offers a fresh, healthy, and practical beverage. It’s approach to customers are more simggerple and honest than the other airways. Nevertheless, Blue Whale uses serving time as fast as possible, but still serves the best, delicious beverage.

Strength

A fresh young brand that offers healthy and practicality on beverages that has their own organic farm.

Weaknesses

The brand is barely known by the public.

Opportunities

Nowadays, a student can be count as a busy person for their tight schedule and needs of high mobilization. Because of this, the amount of busy people in Indonesia keeps on increasing. However, Blue Whale offers that practicality but still offers healthy lifestyle with fresh beverage.

Threats

Well known competitors and potentional competitors.

02 PROJECT OVERVIEW

Title

Blue Whale Branding

Background

As a newcomer, Blue Whale needs a strong identity in order to attract customers to come and try the products. Blue Whale offers friendly, simplicity, healthy but practical, and also environmentaly friendly beverages.

The reason for the chosen name ;

Blue Whale is an animal that lives in cold and deep water, and that explains our cold beverage. Blue Whale also conotate welcoming and friendly.

03 DRIVERS

Our goal in this project is to develop a well-established identity for Blue Whale, that would last in a long term with a fresh style. The identity then will be supported by a uniform visual system that is applied on the brand’s attributes.

04 AUDIENCE

Primary

Teenagers & young adults

between the age of 13-35

Especially those who are busy with tight schedule and needs fast serving, yet fresh beverage.

Secondary

All-aged Orang yang peduli akan kesehatan

These groups need to enjoy a fresh and healthy beverage.

05 COMPETITORS

1// Yogen Fruz

Stregth

Complete choises of beverages

Weakness

The placement of their stores aren’t strategic.

Opportunities

People who needs light but decent snack.

Threat

Availibility of certain resources.

2// Baskin Robins

Strength

Famous brand, already has their own customers. Stores can be found everywhere.

Weakness

Just serves ice-cream and smoothies.

Opportunities

People who needs light but decent snack.

Threats

Availibility of certain resources.

06 TONE

The branding has to reflect on the characteristic of Mule Air which are:

1. Young

2. Fresh

3. Bold

4. Casual

07 MESSAGE

- A fresh, new, beverage bar that serves from only fresh fruits.

- A fruity beverage bar that serves different types of beverages from fruits.

- A fast serving beverage bar.

08 VISUALS

The identity can be explored by the shapes of fruits that are shaped with the form of whale’s water splash. The visual identity will have that fresh-looking, yet playful feels on it.

09 DETAILS

Deliverables

An identity which includes:

1. A Name

2. A Logo

3. A Tagline

4. A Business Card

5. A Letter Head

6. An Envelope

Visual Systems which includes:

7. A Uniform

8. Juice Packaging