My sincerest apologies if this brief seems overly long but in a prior job I managed many designers and I know that having a client who is unsure of what they want or is constantly changing things is an annoyance and waste of your time. So with that in mind I try and provide as much feedback as possible in a timely fashion as well as provide as much information up front as not to waste your time. With that in mind I've tried to organize this brief into topical areas to start with.
The products I sell under this new brand (Bravo Vapor) target smokers and those who want to quit smoking with the use of vaporizers or e-cigarette products. If you are unfamiliar with this emerging market you can get a good (almost too comprehensive overview) at the address below:
The company is geared towards selling vaporizers to customers new to the experience. With that in mind there will only be a limited amount of products to pick from. Customers will have a "good, better, best" option in a package format ready to sell. A good example would be the Dollar Shave Club. You can see an example here:
Many new vapers complain that there are faulty products, too many options, it seems confusing or the brands seem sketchy. I want a strong brand image that communicates the following values:
- Healthy Alternatives to Tobacco
The target audience is anyone who is looking to quit smoking which as we all know is wide demographic which hits both men and women of ages 18 and above. The logo should convey a sense of modernity and cool but not as such that it appears that I'm marketing to minors.
It's also important to note that I have other unrelated brands of products which fall under the "Bravo" name. The branding between product lines is irrelevant (meaning they don't have to match - and I prefer they don't) but Bravo branded products are called that because the name appeals to a worldwide audience. The word Bravo has meaning in English, Spanish, Italian, etc. so I can market it worldwide. I keep my marketing neutral to different markets. The best example I can think of is the DeBeers Diamond company which ran this (see link below) series of ads in the 90's so they could simply swap out the language and it still worked.
My first market for this new line will be the United States and Spanish speaking immigrants in the US. From there I will be moving into Quebec and Mexico. So the long winded point is Bravo should feel international in nature and interchangeable from a branding perspective.
What I Like:
- I always like to put my logo on as many things as I can. As such I hate working with any background but white. I recognize that might seem somewhat limiting but I love the purity of white and I love that it can be used easily across many mediums.
What I Don't Like:
- A lot of companies selling alternative tobacco products online right now are very young in nature. With that they come with poorly done marketing and designs that immature. It's like a flashback to GeoCities. If you want to get an example of some of the people out there you can see the list in the link below. A lot of them also have a "head shop" feel to them. I'm not selling products to the marijuana audience of the world. I'm selling high quality products that genuinely help people quit smoking. I'm not appealing to a niche audience but people who want a healthier lifestyle that doesn't include traditional tobacco.
I've been too long winded already so I'll stop the talk here. I look forward to working with you all.
P.S. I intentionally didn't upload a ton of different example logos because I want to see what people come up with. I promise to respect your time with honest and timely feedback.