Final

Commercial

1. Shows flowers blooming, plants growing, sun coming up.
2. Back of store (garden)
3. Fruits in garden bloom
4. fruis rises from plants/trees, dancing into door
5. in room, dancing into blender
6. fruits in blender
7. pour smoothie into glasses
8. logo, slogan, name

Commercial Ideas

1)  Step process - similar to brochure

2) Animate smoothie making - no people

3) Animate smoothie making - with people

4) just words about company - fresh food, fun place, sustainable living, etc.

5) Real people drinking smoothies

Commercial Critiques

1) JCPenny http://www.youtube.com/watch?v=SRwki8jOAB0
    This is my favorite of Ellen's JCPenny commercials.  They succesfully get their message across - always low prices - and take a light jab at other stores that offer limited time deals.  What I love however is the 50's theme part.  It's ironic because the "Million mom's against Ellen" movement have such outdated and primitive morals, much like that of the 50's.  The era represents now a very cliche family of mother father and two kids, which Ellen's lifestyle ultimately challenges.  I'm not sure if it was intentionally, but I thought it was funny...

2) Mc Donalds http://www.youtube.com/watch?v=WNS1nY37aY4
  I hate pretty much all fast food ads... this isn't the mcdonalds one I was originally looking for but it works just as well.  Just rediculous.  It looks like the company is aiming at a wealthier audience here, as if telling them that Mcdonalds isnt just for the lower working class.  More importantly it is trying to make the 'Chicken Parm Snack Wrap' appear as a geniune italian dish.  First of all Mcdonalds is as American as it gets, so thats a rediculous claim to try and make.  Secondly, the notion that they are doing any kind of cooking of the sauce or shredding of the cheese is ludicrous.  Italians cherish the idea of completly homemade foods.  Mcdonalds, on the other hand, literally founded the idea of assembling food in a factory - like fashion.

3) Direct TV http://www.youtube.com/watch?v=k2ZYIdmdx14
  When I first saw this commerical I thought it was stupid.  Charlie Sheen came and went, Direct TV was a day late and a dollar short.  But I have actually heard a bunch of people quoting the commercial, so I guess it wasn't completly a bust.  I was under the impression that the Charlie Sheen jokes were getting old, but obviously not the case.  I'm not really sure what the appeal is to this commercial to be honest, but it was notable enough for people to quote it, so they must have done something right...

4)Volkswagon http://www.youtube.com/watch?v=0-9EYFJ4Clo
  This commercial had a clear message: that the car company that has been cast off for quite some time is back and ready to create a new image.  The dog getting in shape is helpful because the idea - trying to get healthy again and lost weight - is something many people can relate too, however it isnt so personal as to show an overweight person, which could be offensive.  I was kind of thrown off at the end though with darth vader choking a goblin though....

5)Wrigley's Gum http://www.youtube.com/watch?v=MTEhfj24PBc
  This ad is terrible.  It doesn't look like it was made in 2012 because everything was just so poorly done.  The cover song of "bad boys" sounded like a mickey mouse song and combined with the animation, just made the commercial look stupid.  It also wasnt really clear that the food on the table was supposed to be the 'bad boys.'  How often do people get bad breath from donuts really? And they were so cartoony its hard to give them that persona.

This is my letterhead for Smoothie Gardens.  I kept the colors and font the same as the business card.  The squiggles are unique to the letterhead, but follow the same color pattern as the text so that it is more unified.  I turn the opacity down on the squiggles, especially where the logo is in front.  All of the colors and full opacity was way too much going on at once.

This is the front of my business card.  I decided to make the shape of the actual card a cup since it is a smoothie shop.  On the front the background is a collage of fruits with a low opacity.  The back is similar, however the collage is of vegetables, rather than fruits.  I wrapped the text around the cup as if it was printed on there 3D.  The text for smoothie garden and the 'organic smoothies' is my own handwriting.  I made the text for the website and contact information much more simple and clean, since theres already so much going on with the background and unique text.

These are some ideas for my business card for Smoothie Gardens.  On a couple I was playing around with the idea of faded fruits and vegetables in the background. I also was trying out a couple different fonts and styles for the front of the card.

Questionnaire

1) What is your business?

Organic Smoothies

Why is this important: It’s important to know what the company officially does.That might sound obvious, but sometimes it’s good to have it laid out there.

2) Describe your business in one sentence

Fruit and/or vegetable smoothies made from ingredients grown on location.

Why is this important: This helps to get us closer to the nature of your business, and may also help inspire your slogan.

3) Who is your target audience?

Men, women, and children seeking healthier lifestyle choices.

Why is this important: You need to know whom your brand is talking to. If you’re talking to children, it would require a completely different visual language than if you’re talking to mothers, teenagers, athletes, bankers, corporate officials, doctors or handymen.

4) Who are your competitors?

Other smoothie companies - Tropical Smoothie, Jamba Juice, Planet Smoothie

Why is this important: It’s vital to know your competition. You need to know who they are, how they run their business and what makes them successful. If your company is no different than your competition, what would make anyone leave them to come to you? Especially if they’re established and you’re new.

5) What makes them better/worse than your product/service?

Our smoothies are healthier and environmentally friendly.  Customers can see where the ingredients are grown rather than having mystery ingredients blended together where they cannot see.  Also we offer the unique opportunity for customers to hand pick their ingredients from the ground and physically create their own smoothie blend right here in our shop!

Why is this important: You need to know what your company is and is not, what you have in common with your competitors and what do you have that is unique? If you see a weakness in their corporate design (such as an ugly website), this is also a place where you can make yourself look better. Also, is their target audience any different than yours?

6) Do you currently have an identity? (This is more for companies that are already established and you’re just revamping the logo/corporate identity. If you have a new company or product, skip this question.)

No

Why is this important: If you’re an established company with a well-known logo, you may not want to deviate too extremely from it.

7) (If your answer to #6 is no, skip this question) What do you like about it and what don’t you like about it?

Why is this important? Even if you plan to change the logo entirely, it’s good to keep an inventory about what specifically worked and didn’t work about your previous design in order to inform the new one.

8) How do you want your image to be seen in two years?

      Pioneer of a new type of organic restaurants.  A place where you can always get a healthy, fresh snack.

Ex: We want this company to be seen as a place you can trust for high quality, custom skate parts.

Why is this important? This is something that you will have to portray in your corporate identity.

These following questions might seem silly, but their purpose is to help generate ideas.

9) If your company was an animal, what animal would it be and why?

Earthworm because we promote environmentally stability and living off of the land.

Why is this important? Your company may or may not benefit from a mascot. If it’s for children, a mascot character might be something to consider. But even if it’s for adults, the answer to this question might help generate ideas.

10) If your company/brand was a person, who would it be and why?

A 1920's farmer.  All natural, honest, hardworking, genuinely cares about his product.

Why is this important? A brand is perceived by consumers almost like a person who is representing your company. You trust them, communicate with them through advertisements and purchase, you can be disappointed in them, etc. The corporate identity is the face of that person.

11) If your company/brand was an object, what would it be?

A Blender

Why is this important: Might give you ideas.

12) If your customer was a cartoon character, who would it be?

Pop-eye

Why is this important? Cartoon characters have exaggerated characteristics.Identifying the general stereotype of your customers might help give you ideas.

Collage

Hollywood

Illustration

I chose a picture of my little brother shooting a nerf gun.  It has both organic and manufactured shapes in it, so it was difficult trying to figure out how to approach each one.  Also, since I wanted him to be the main focus of the image, I left out the background of the actual photo and made my own kind of fantasy background.  I used colors in the back that weren't really used at all in the photo.  In the photograph, his arm is cut off at the bottom, but I made it kind of reaching out of the frame in the illustration I made.

Logo

LogoSketches

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5 Logos

Smart Water has a simple logo. Blue is the only color used, which is obviously the color associated with water.  Instead of using white as the backgroud for the print, they use the clear plastic to contrast with the bold blue.  This clean cut design plays toward the goal that smart water is crystal clear and clean.  From a distance, the only word you can clearly make out on a bottle is the word "smart."  Although the rest of the content requires being closer, it is still an effective logo.  Obviously we can tell what we're looking at is a bottle of water.  The word 'smart' is big and bold, and we automatically think 'smart water'.

New England Patiots.  This logo is recognized everywhere.  The logo represents the team by depicting the mascot in a color scheme matching the player's uniforms.  The symbol is relatively simple, however still masculine in order to apeal to a predominatly male audience.  This logo is obviously effective.  Anyone who sees this symbol automatically knows what it stands for and immediatly conjurs up some kind of emotion.  Whether it be a fan or rival, the symbol is recognized by all.

This symbol is recognized by children and adults alike.  The bat symbol is bold, the yellow and black huge contrasts.  The bat symbol is not particularly intricate either, which is a large apeal for the younger audience.  When presented with this image most people with be able to offer the name, alter ego, and hometown of the man this represents.  The colors also suggest that it's directed toward a male audience; black being more fierce and masculine than the softer colors often used in advertising for young girls.

I don't think that this is a particular excellent logo.  If the woman holding the bread was shown, without the 'Panera Bread' under, I don't think many people would immediatly recognize it.  The large lettering and the signature font used is the most effective part of the logo.  I have been going to Panera for years, but only just recognized what the picture was actually supposed to be.  As a whole, this logo is very recognizable, but because it is always presented with the name, and because its many locations.

For anyone that follows Barstool Sports, the logo is immediatly recognizable.  While the stool is printed discretly on all of its clothing, it's immediatly noticed by other followers.  The company is still growing and so there isnt a huge public awareness of its existence.  However the logo is effective in its growth.  The stool symbolizes a similarity in interests and humor.  It is also effective because the followers are referred to as 'stoolies' which coincides with the logo.

Hello!

Hi! I'm a an undecided sophmore at UT with no plans for my future.  I like pizza and spicy foods.  I can do flips and walk on my hands.  I cannot ride a unicycle.  Birds drive me crazy and I hate scary movies.  Welcome to my blog.