I introduce to you:
Barnaby Baron’s Branding & Ad Campaign. (Student Project for The Art Institute of California - Sacramento.)
A start up business has asked Richard Laguna Advertising to take a Fragrance Product and start a complete branding and ad campaign for the business. This branding campaign takes on the task of positioning the fragrance product to a high-class market.
The challenge was to build a brand and advertising campaign strategy for a fragrance product by: Positioning the product to a key target market demographic, establish a brand personality, brand message, tag lines, and develop preliminary designs for the brand name, logo, bottle design, package design, and advertising concept to assist in briefing the creative team.
Barnaby Baron’s top consumer is Wade Johnson, he’s a businessman who is always traveling. Constantly going to high profile meetings and enjoys taking his wife to lavish dinners. Wade is looking for a unique and genuine long lasting cologne to establish good impressions from his colleagues and wife.
To communicate to our target audience:
The USP (Unique Selling Point) of Barnaby Baron’s English Accent is that it is for the elite.
The ad’s employ a sophisticated and mature theme with a message of rarity and prestigious lifestyles.
The brand of Barnaby Baron is a fictional name to represent a designer brand. The name is based off the definition and history of the name
Barnaby is a common English name and means the son of comfort
Baron is a position of status in the king’s great council and means warrior
English Accent is brought by the idea of accent’s portraying sophistication with a hint of humor in the U.S. cultural views.
Here are a few examples of the competitors who are designer brands:
Ralph Lauren, Clive Cristian, and Serge Lutens’ Borneo
But these competitors target a different lifestyle such as designers and our target audience does not identify with the fancy French brand names.
To identify with the target audience, I present to you the Barnaby Baron’s collateral and advertisement solutions.
In the magazine advertisements the product is set in an excluded area to admire its unique and perfected attributes as if Barnaby Barons English Accent were the Holy Grail or Mona Lisa of Colognes.
The ads encourage the target audience to a sense of rarity in a luxurious and safeguarded environment and this theme is consistent with all of the ads.
The bottle is a flask shaped into knight to represent heritage and is compact so the consumer can take it with him wherever he goes.
The Packaging design is a cigar style box with a slider top, a rich wood finish, and alligator leather to embody the prestigious lifestyles of businessmen.
The logo has a shield and a fleur-de-lis to represent heritage and immigration.
The color pallet was chosen as it is highly popular amongst business-men.
The typeface Bell represents a typeface that was made for England but was popularized by the U.S. It was also chosen for its friendly appearance.
The typeface Old English was chosen as is it highly viewed as a historic typeface used in England and has a masculine appearance.
