This logo will represent the consumer version of a B2B product we already have in the market.
The solution inside the product will be exactly the same, but we will market it to families and parents to be used on/in their home.
Consumers will use this product as a primer (before they paint) to stop the rust process from growing (and adds a protective layer for 10+ years).
Here's some of what we can and
aRust is an anti-rust primer that has the unique ability to penetrate rust, paint, and epoxies.
aRust contains OXYGEN BLOCKING PROPERTIES, which enable it to virtually stop corrosion.
aRust provides EXTREME SAVINGS by reducing preparation costs and requirements.
WE’RE NOT JUST ON THE METAL, WE’RE IN THE METAL
Good words we can use:
Use RUST as a term, not corrosion (consumers don't understand corrosion)
focus on the results- before/after
quick dry time
saves money by restoring/fixing not replacing
safe for the whole family and the planet
rhetoric is all opportunity and possibility
8th grade reading level language (rust)
use your finger to apply (safety goggles are okay but not a must)
kids and pets, moms and dads, at home, consumer products
white space, green leaf, friendly, happy, clean kind of vibe
use lots of visuals
Ways we should not market this product:
don't only focus on the science
don't talk about a war (on rust) or fight or use any other aggressive language
don't use engineering words (corrosion)
don't apply with protective/safety gear (other than safety goggles sometimes)
don't use industrial products, environments, professionals or that kind of vibe in the branding
don't worry about competition (we can reference it lightly sometimes, but our product is hard to understand in comparison)
Here's a website that outlines our parent company CRS product (aRust is the CRS solution in a different bottle size)
This product has been used on the hull of the Queen Mary to stop rust and protect the metal for 10+ years to keep the paint in perfect shape. It is the first anti-rust product that can be used WITHOUT gloves to apply. Our marketing person applies the product with his finger. It is UL listed as a GREEN product (their gold standard) meaning it is safe for the environment.