Breyway Commerce Ltd is establishing a retail business selling private label products online through Amazon in the UK and the USA.
i) Brand name and, possibly, sub-brand names
ii) Logo Design and, possibly, sub-brand logos
Products & Target Market
The brand’s offering will be made up of a range of products associated with an active and healthy lifestyle. The brand will be positioned as primarily an outdoor brand for people on the go enjoying life.
The target market will be consumers with above average incomes who are health conscious and who want to maintain an active lifestyle.
Product categories to be targeted as the range grows include bags and outdoor activity products, garden products, pet products and healthcare products.
Some of the products will be targeted at all ages (i.e. outdoor activity products, pet products) whereas others (e.g. garden products, healthcare products) will be targeted at the over 50s and people entering into retirement.
The products will be stylish and designed to make life easier for the user.
Customers will be treated fairly at all times. They will buy quality products at reasonable prices. The brand will always represent excellent value for money but products will be priced at an above average price point.
The brand represents vibrancy, vigour and vitality.
Breyway will consider:
i) A single brand name to be used across all product categories.
ii) A brand name which clearly indicates a common brand but uses various sub-brand names in different product categories (e.g. brand-active, brand-garden, brand-pets and brand-health). The various products would be instantly recognizable as belonging to the same brand but brand names would be differentiated by product category.
iii) Completely different brand names for each of the product categories.
Breyway’s preference is for the brand logo(s) to be brightly coloured and to be readily identifiable with what the brand represents.
As with the brand name, a single brand logo may be proposed or different brands may be proposed for the different product categories (but with a readily identifiable similarity of design). Alternatively, completely different logos may be proposed for each of the product categories.
It is not necessary for the logo to contain the brand or sub-brand name in words but this may be proposed.
Product packaging will typically be no larger than a shoe box and so the logo needs to be of a size to fit easily on to smaller product packaging.