CLEOTETRA
Design Brief
• cover page
• table of contents
• company profile – introduction – written and visual
• target market – written and visual
• brand personality – written and visual
• brand essence
• competitors – written and visual
• name generation (if used)
• 2 different brandmarks designed to strategy – colour and b+w
• chosen brandmark
• chosen brandmark colour palette – primary + secondary
• chosen brandmark fonts for usage
• chosen brandmark safety zone
• chosen brandmark 1 colour, reverse
• icons or other elements that can be used separately
• roll out chosen brandmark to 2 applications
CLEOTETRA is a company that
manufactures and distributes
cat furniture made with recycled tetrapacks.
Products will include, cat tunnels, floor cat scratchers, cat towers, wall cat scratchers, litter boxes, cat apartments, cat treadmill, food and treat storage bins, or just a box that all cats seem to prefer.
The products will be easy to set up, easy to take apart, and easy to store thanks to the lightweight and flexible yet sturdy structure of tetrapacks. Minimal to no extra colouring will be added to the furniture as to maintain the sustainability of the product.
The products will incorporate a sleek modern design, one that is minimalistic, and clean to look at, with neutral colours and subtle curves.
Market Research
Geographic
Canada based Urban cities as well as suburbs
Economic
middle to low income post-secondary education
Behavioural
cat-lover minimalistic modern early adopters hip, fashionable environmentally conscious economical
Demographic
young, mainly women. has or is thinking of having a cat single or small family
all races and ethnicities home-owner or renting
Brand Personality
honest, transparent, down-to-earth, optimistic, whimsical, trust-worthy, benevolent
USP
unique, eco-cat
Brand Essense
eco-feline furniture
Ideal Candidate
Gender: Female, single
Age: 28
Income: middle-class
Area of Residence: city, Toronto
Philosophy: sustainable, modern
Values: sustainable, eco-friendly, animal rights, fashionable
Interests: cats, environment, decor, early adapter, innovative design
Common Purchases: cat litter, cat furniture, cat food, cat toys, stylish furniture/home decor, animal-cruelty-free products, sustainable products, vegan products, recycled-material products
Everyday Life:
Gets up, or woken up by cat, feeds cat, brushes teeth, makes breakfast, gets dressed, says goodbye and “I love you” to cat, leaves for work, drives to work, browses cat memes, cat furniture/toy ads, sustainable movements, animal rights movements, and home decor, drives home after work, greeted by cat at entrance, “I’ve missed you”, dinner for her and cat, cuddles to sleep with cat.
Psychographics:
cat family
stay at home
cat lover
likes soft music (classical, ballads, calming instrumentals, slow songs)
environment lover
strong climate change awareness
down-to-earth
likes an organized work space
introverted
trusting, lenient, soft-hearted, good-natured
calm, even-tempered, comfortable
open to change
enjoys lounging at home
Demographics:
single, no children, never married
white, non-religious
Canadian, liberal
earns 50-80k
female
lives in Toronto
32 years old
works 9-5, 40 hours
Brand Personality
honest,
transparent,
down-to-earth,
optimistic,
whimsical, trust-worthy,
benevolent
Branding
Playful, cat on cat furniture, colourful and bright
This brandmark was designed to develop CLEOTETRA's brand personality. Target Consumers intend to purchase items that their treasured pets, ones with a lot of personality
Cats perching, regal, steps, clean and modern
"my cat is royalty"
