Adva brand book

THE FUTURE OF WATER

Meghan DaileyClaudia FanelliDavid Goldstein

2Table of Contents

Table of ContentsBrand Philosophy..........................................................................................................................p. 3Brand Promis..................................................................................................................................p. 4Tone...................................................................................................................................................p. 5-6SWOT Analysis...............................................................................................................................p. 7Competitor Analysis....................................................................................................................p. 8Consumer Accepted Beliefs......................................................................................................p. 9Target Audiences..........................................................................................................................p.10-11Design Inspirations......................................................................................................................p.12Logo & Tagline...............................................................................................................................p.13Unacceptable Logo Usage Rules............................................................................................p.14-15Typography and Color................................................................................................................p.16Stationary........................................................................................................................................p.17-18Product Design.............................................................................................................................p.19-21Employee Apparel.......................................................................................................................p.22Merchandise..................................................................................................................................p.23-25Print Advertisement....................................................................................................................p.26Radio Advertisement..................................................................................................................p.27Website............................................................................................................................................p.28-20Banner Ads.....................................................................................................................................p.30E-mail Newsletter.........................................................................................................................p.31Social Media...................................................................................................................................p.32-33Brand Activation...........................................................................................................................p.38Parallax Scrolling Website.........................................................................................................p.39

3Brand Philosophy

Brand Philosophy

At the end of the day water is just water? Right?

Many Americans believe in the statement above and few of them have ever questioned what’s in the water that they drink or, have inquired deeper into this amazing element. According to the Environ-mental Protection Agency there are over 700 chemicals in our drinking water. Off all the dangerous chemicals found in drinking water, chlorine and fluoride are the two most prominent and dangerous, yet they are intentionally added to the water in America.

The word Adva itself means”rippling water” in Hebrew. The process Adva goes through, in a sense, rip-ples water. That is, Adva goes through a structuring process that unclusters water’s hydrogen bonds by use of a centrifugal vortex to implode the water against itself. By putting water through this process, Adva can deliver a purified structured water product tat is free of heavy metals, fluoride, and chlorine.

4

Brand Promise

“Adva promises that our product undergoes a unique structuring process so that our active consumers can have a drinking experience that will be delicious and will leave them feeling mentally and physically refreshed.”

Brand Promise

5Tone

Tone

Adva Is: •Competent •Informative •Eco-friendly •Dynamic •Innovative •Empowering •Trustworthy •Ethical •Quality •Trendy

Adva Is Not:

•Aggressive •Abrasive(In-Your-Face) •Absent •Closedminded •Unambitious(Lazy) •Condescending •Micromanaging •Dull •Exploitative/Manipulative

6

ToneAdva Is:

Competent Informative Eco-Friendly Dynamic Innovative Empowering

Trustworthy Ethical Quality Trendy

Adva Is Not:

AggressiveAbrasive(In-Your-Face) Absent Closedminded Unambitious(Lazy) Condescending

Micromanaging Dull Exploitative/Manipulative

Tone

7SWOT Analysis

Strengths Weaknesses

Opportunties Threats

•Perfectlybalancedhydrogenbondangle•Nanofilteredandfreeofchemicalsandheavymetals•Deliversnutrientsandoxygenmorereadily•Helpseliminatetoxinsinthebodyonacellularlevel•Increasesbio-photonicenergyinwater•Killsanaerobicbacteria(badbacteria)•Strengthensaerobicbacteria(goodbacteria)•Optimizedforhydrationandabsorption•Uniqueproductandnichemarket•Strongbrandimage•Sustainablypackaged

•Possiblespiritual/hoaxclaims•Argumentsthatitisnotprovenscience.Thoughthereare many studies on the subject. Some people may feel that structured water belongs more to the realm of mysticism than of science.•Slightlymoreexpensive• People are not educated on the subject of waterclusters and dangers of flouride

•Many“healthywaters”arenotactuallyhealthy•Competitorshavepoorbranding•Educatepeopleaboutthemanywatertheoriesthatexist•Setstandardsforthestructuredwatermarket• Possiblity to delve into agriculture industry becausestructured water creates rich produce

•Peoplemaybeconfused/feelaninformationoverload•Spendingonbottledwaterhasgonedownsincetherecession•Possibleattacksatthecompanyforwhatpeoplemayfeel are “false claims”•Thetheorymaybesoforeignthatitintimidates/scarespeople.•Penta,ourmaincompetitor,isdoingarebrandingthatpositions their product based on the structuring pro-cess, which is very similar to Adva’s positioning

8Competitor Analysis

Indi

rect

Com

peti

tion

Dire

ct C

ompe

titi

on

Strengths: Incorporates lifestyle as a branding element, considered high-end, precision marketing approach (whichincludespersonalrelationshipsand product placement), creation of excitingmyth, controlled distribution strategy, cohesive and consistent marketing strategies, sustainable practices, community involvement, untouched by untouched by human hands because it’s artesian water

Weaknesses: Upholding the “elite” status and level of interest, expensive.

Strengths: Electrolyte enhanced, inexpensive, sleek bottledesign, celebrity endorsed(JenniferAniston),purification process, added health benefits, vapor distilled and disinfected, popular following in the industry, transparent in production process.

Weaknesses: Packaging (large bottles are notconvenient-seenasbulky),sourcedfromtapwater,contains carbon chloride

Strengths: Added minerals, ultra-purified, high set standards, only bottled water with a patented filtration and structuring process, top-seller in health food stores on West Coast.

Weaknesses: Controversy over benefits, unappealing packaging product design,smaller following.

Competitor Analysis

9Consumer Accepted Beliefs

Consumer Accepted Beliefs

•Mostbottledwaterdoesnottasteanydifferentfromtapwater•Bottledwaterisawasteofmoney•Bottledwaterisbadfortheenviornmentbecauseitendsupinlandfills•Bottledwaterismoreregulatedbythegovernmentthantapwaterandisthereforecleaner•Itispossibleforplasticfrombottledwatertogetintothewaterandaffectthehealthinessofthewater•Certainbrandsofbottledwatertastebetterthanotherbrands•Waterwithaddedvitamins(likevitaminwater)isbetterforyouthanregularwater•Bottledwaterisamuchhealthierchoicethansugarysodawaters

10Target Audiences

Target Audiences

Primary Target Audience: •Ages18-34 •LiveorworkinmajormetropolitanareasthroughouttheU.S.includingbutnotlimitedto:LosAngeles, Chicago,NewYork,Philadelphia,Houston •Collegestudentsandgraduates •Activestudentsorprofessionals •Middletoupperclass •Healthconsciousandacceptingofhomeopathicproducts •Financiallystableandwillingtospendalittlebitmoreonabottleofwaterthatwillbenefittheirhealth •Constantly“onthego”andvaluetheportabilityofbottledwater

Secondary Target Audience: •Ages18-55 •Liveineco-friendlycitiessurroundingruralareas.ThesecitiesincludebutarenotlimitedtoBurlington, Ithaca, and Boulder •Collegestudentsandbusinessprofessionals •Middletoupperclass •”Hipsters”wholiketobetrendy •Mayormaynotbehealthconscious •Engageinoutdooractivitiesrecreationally,requiringthemtobehydrated •Theportabilityofbottledwaterisanassettothemonoutdoorexcursions •Valuetheenvironment •Willingtospendmoreontrendyproductsorsustainableproducts •Shopatlocalbusinesses •Sustainablepackagingappealstothem

11Target Audiences

Pictures of Target Audiences

12Design Inspirations

Design Inspirations

Bottle ShapeStackable Function

Stackable Function

Sticker that can be read through

the bottle

12-pack in box instead ofplastic

Gift attached tobottle as trade promo

Clear BusinessCard

Website

Sprial representingvortex in designs

13Logo & Tagline

The Logo:

If under under 1.5” X 1.5 remove

“Structured Water”

The Tagline:

THE FUTURE OF WATER

Adva’s logo represents the water’s structuring process. This logo can be used for newspapers, magazines, signage, magazines, any print media, and online publications. In order to remain legible, the term “Structured Water” should be removed if printed with demensions less than 1.5””

14Unacceptable Logo Usage

Unacceptable Logo Usage

Logo may not appear on a black background Logo may not appear with a stroke around it

Logo may not appear on a blue background that prevents the droplet from being seen

Tagline may never be in all capital letters

Tagline may never appear in blue

Logo may never appear in another color(see one exception on next page)

15

Tagline may never appear in blue

Unacceptable Logo Usage

Tagline may appear in black in certain instances

Tagline must always appear in the same place in relevance to the logo

Unacceptable Logo Usage Continued

Tagline must always maintain the same proportion to the logo

16Typography & Colors

Typography

In order to create a consitent look among platforms Adva will be using three diffrent fonts. Abadi MT Condensed Extra Bold should be used for headlines and Adva’s tagline. Abadi MT Condensed Light should be used for writing “Structured Water” in the logo and for footers. Myriad Pro Regular should be used for body copy.

Abadi MT Condensed Extra BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 10

Abadi MT Condensed LightA B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 10

Myriad Pro RegularABCDEFGHIJKLMNOPQRSTUVWXYZ012345678910

Color Pantone Values

298 C 611 C

Black 2 2X 11-0601 TCX

17

Business Card should be printed on clear plastic. Meaning the white

space will be see-through.

Stationary

Stationary

18Stationary

10 Drop Ave.

Suite #1

Los Angelos, CA 90210

Claudia Fanelli125 Greenridge Dr.Dalton, MA 01226

Stationary

19Product Design

The water bottle has a stackable function, shown in the Brand Activation Section. This is to reduce shipping space and help the environment. It is also made of reduced plastic.

Bottle Design

20Product Design

Label Design

The text on the tear drop will be on the inside of the opposite side of the bottle and will be read through the teardrop,whichwillbeclear.ThinkoftheFIJIbottle.

21Product Design

Package Design

22Employee Apparel

Employee Apparel

TANK TOP

HOODIE

T SHIRT

23

Merchandise

TANK TOP

HOODIE

T SHIRT

Merchandise

24Merchandise

Merchandise

HAT

REVERSIBLE DRAWSTRING BAG SIDE 1

REVERSIBLE DRAWSTRING BAG SIDE 2

25

Merchandise

YOGA MAT

UMBRELLA

ZAFU

Merchandise

26Print Advertisement

Print Advertisement

27Radio Advertisement

Radio Advertisement

Adva Water Pandora Radio Ad -- : 45 second spot

Sound:PhoneringstwotimesBILLY:HelloDOCTOR:HeyBilly,it’sDoctorLu.Iwantedtofollowupwithyoufromourlastappointment.BILLY:Okay…DOCTOR:Youreportedsymptomsofexhaustion,brittleskin,severalbrokenbonesthroughouttheyear,andasignificantweightgain. Is this correct?BILLY:Thoseweredefinitelymysymptoms.Butman,doIfeellikeadifferentpersonnow.I’meventrainingforamarathon!BOB:YoumusthavefollowedmyprescriptionandstarteddrinkingAdvaStructuredWater.BILLY:Isuredid.What’sinthatstuff?It’samazing.DOCTOR:Itiswhatisn’tinAdva(pause).Mostbottledwatersliketheonesyouweredrinkingarefilledwithadditiveslikefluo-ride and carbon chloride. These additives build up in your pineal gland and blood causing terrible side-effects like the ones you were having. Adva on the other hand is naturally optimized to travel through your body to absorb toxins . BILLY:WellAdvadefinitelyhelpedmedetox.Nowmyfutureisbrighterthanever.Ican’tbelievewatercouldmakesuchadiffer-ence. DOCTOR:WellbelieveitBilly.YoucanfindAdvainmosthealthfoodsstoresinthenation,andsoonitwillbeinyourlocalgro-cery store.BILLY:Ohno,thismeanseveryoneisgoingtobebuyingthestuff.AdvaisthefutureofwaterandIneedtogostockupnow!Sound:feetrunningintothedistanceDOCTOR:Thefutureofwateritis,Billy.(Pause)Billy?Sound:Dialtone

28Website

Website Home Page

29Website

Website About Page

30Banner Advertisements

Banner Advertisements

WEB BANNER 1

WEB BANNER 2

SKYSCRAPER

SQUARE AD PHASE 1 SQUARE AD PHASE 2

31Email Newsletter

Email Newsletter

32Social Media

Facebook

33Social Media

Twitter

34Brand Activation

Brand Activation

Activation Targeted at Primary Audience:

Adva will utilize a grassroots promotion aimed at Adva’s primary target audience of health conscious professionals and college students between the ages of 18 and 35 who are living in metropolitan areas.

This promotion will take place outside of popular yoga studios and fitness centers in major metropolitan areas such asNewYork,Chicago,LosAngeles,Philadelphia,andHouston.

It will involve handing out flyers and free samples Adva with a gift attached. Since Adva’s primary target consumers are educated, the flyer will emphasize the scientifically explored attributes of structured water. This will serve Adva’s mission of educating consumers about the functional and emotional benefits of the product. The gift that will be attached to the product is a bracelet made of Buddah beads. These beads will have the company logo and colors on them. The beads will not only appeal to the mystical side of structured water, they will help promote word-of-mouth advertising. This is because Buddah beads are trendy items that people will be happy to wear. When people are wearing these their friends will ask about Adva, hopefully increasing the amount of people who try the product.

35Brand Activation

Flyer


BACK FRONT

36Brand Activation

Free Sample


FREE SAMPLE WITH BUDDAH BEADS

BUDDAH BEADS

37Brand Activation

Brand Activation

Activation Targeted at Secondary Audience:

Adva’s secondary target market consists of college students and business professionals between the ages of 18-55 who live in eco-friendly cities that surround rural areas. These people are not necessarily health conscious, so they are unlikely to be influenced to buy Adva based on Adva’s advertisements that focus on educating primary consumers who are health conscious about the benefits of structured water. Thus, Adva’s best hope of gaining secondary audience members is to get them to try the product and fully experience the benefits of it.

In order to get secondary consumers to try the product, Adva wants to sponsor company buildings with free Adva for a month in areas that the secondary audience is located. Adva will place branded coolers in the buildings it is sponsoring and restock them as needed.

The buildings Adva aims to sponsor are Google Boulder, Cornell University’s student center, and the IBM buildinglocated in Burlington. The reason Adva should sponsor these buildings is because they are frequented by mem-bers of Adva’s secondary target audience. It is likely these audience members will become thirsty in these build-ings since audience members spend long periods of time in them. The audience members will be willing to sam-ple a new product since it is at no cost to them. After consuming Adva for a month, Adva hopes these members of the target audience will become hooked on the product for its delicious taste and the refreshed feeling it evokes.

Adva also recognizes the members of the secondary target audience are environmentally conscious. So if they are not hooked by the taste, they may be hooked when they see the environmentally friendly aspects of the product packaging. These include the reduced plastic material the bottle is made of and the stackable function the bottles have to reduce shipping space.

38Brand Activation

Building Sponsorship

Activation Targeted at Secondary Audience:

BRANDED COOLER IN SPONSORED BUILDINGS

STACKING FUNCTION OF BOTTLES FOR REDUCED SHIPPING SPACE

39

Parallax Scrolling Website

This is a mock-up of Adva’s parallax scrolling site. It will be put on StumbleUpon, reddit, and Pinterest. It has a learn more buttontobringpeoplewhodon’tknowof/wouldn’tsearchfor Adva to Adva’s website.

Learn more at: www.advawater.com

Prallax Scrolling Site