Exploring the market place through considered contextual and practical research strategies it is identified that a Scandinavian route is distinctly appropriate to the context of my product. Its minimalist form is inspired by a sandi style that is commonplace amongst the contemporary ceramic marketplace. Following this aesthetic direction allows the product to position itself attractively to the target audience and succeed within its primary environment, both commercially and domestically.
With an established creative direction identified, the next stage within this context process is identifying a name for the brand. As the brief is self direction, I fill the role of the client, this requires me to establish the products, name, tone of voice, brand personality and creative direction.
Alec suggested the best way to name a brand is to pick something that most simply embodies the products ethos. He simply suggested translating the work into swedish plays to this direction and assigns a sense of integrity within the connotations of the brand. Exploring words that feel representative of the product, I wanted a name that takes from scandi influences however is not so foreign it confuses the British target audience of the brand. Furthermore, I didn't want this to reflect an Ikea style of design as this is not the aesthetic I am hoping to achieve.
Exploring naming concepts further I identified 'Marmor' as the swedish word for marble, this appropriately fits the products USP of a pigmented marbled finish running through the pots. Furthermore this feels like a neologism and will become uniquely associated to the brand. Marble has connotations of quality, expense, and luxury which aids the ethos of the brand appropriately. Taking inspiration from primary research it is identified natural elements are often implemented into similar brands marketing strategies therefore marmor is further appropriated through its natural elements, this should be further developed with the brand.
No comments:
Post a Comment