The White Apple is based on the premise of being the antithesis of the Snow White story. Snow White was offered a beautiful, big, red apple by someone she trusted, which looked amazing and was the epitome of health - and it poisoned her.
Today we are offered innumerable products within our day-to-day lives from trusted sources, companies who produce them, supermarkets who supply them etc and all of which are not necessarily good for us.
The White Apple will be a premier, trusted source for all things health, wellness and beauty. All ingredients and suppliers will be vetted, videos will be available for each product and its use, and scientific data to back up the claims of each product will either be presented, or presented as unsubstantiated at that time.
Many local products will be sourced and highlighted, support of overseas communities as well,and there will be a large philanthropic aspect to the business. Guilt free shopping because you're giving back at the same time as you're spoiling yourself and improving your health.
This is a many faceted business, but the concept needs to be clear.
The name of the business itself will not be enough for the logo.
This business is dedicated, serious, engaging and empowering, but also giving, fun and warm. It needs to spark quite a bit of interest - so run of the mill won't work, feel free to have some fun with it! :)
Hope that all makes sense and of course, feel free to ask me a bunch of questions to help clarify!
The audience is predominantly women, busy professionals/parents who are time poor, have an interest in health and wellness, and have a medium to high income. They are self aware, motivated, interested in self elevation and also in giving back and being part of a brand. They care about how they look, what they eat and how they feel. Status is important to them on many levels.
They are predominantly 18-35 (main target group), with a secondary target group of 35-45 yr old women and a third group of 18-35 year old men.
All are comfortable shopping online.