Emotional UX Design
Rebranding TEMPT vodka drinks
Chosen beverage: Tempt vodka drinks
Chosen archetype: The innocent
The innocent:
Desire: to experience paradise - wants to make the world a better place.
Goal: to be happy.
Fear: doing something wrong/bad that will provoke punishment.
Tagline: free to be you and me.
Keywords: idealistic, optimistic, faithful and hopeful.
Connecting brand to an archetype (famous character):
Charlotte, Sex and the city:
- Quite naive
- Happy person
- Wants people to like her
- Fiercely optimism on love and life, although often anxious to make sure everything goes right.
- Passionated to find her true love and get married, all in all to fit in to the normal and to be happy.
Guidelines and creative idea
Tone of voice:
- Should always be loaded with positive words
- Needs to be simple eg. the names of each drink is a color. Before the blue drink was called Blue Desire, now it is only called blue.
Idea:
- With tempt you get to enjoy a brief moment of happiness. A carefree moment.
- A happy go lucky kind of feeling
- A simple message for the creative idea is "Enjoy life."
- Inspired by coca cola. A tv commercial could be produced with this drink very similar to this coca cola commercial.
- To appeal to the innocent type the advert shows different kind of happiness, people enjoying life. Camera movements is very calm, bright colors, simple concept.
- The watercolor drops is to create a connecting thread to all the still commercials, but can also be use in tv commercials.
- If the commercials can make the innocent type smile (and buy the product) afterwards, it is successful.
SoMe - Facebook/Instagram post
BTS - set up for video with watercolor drops
Note: I do not think the archetype innocent is necessarily the most suitable for Tempt vodka drinks, but I wanted to create something new and different than TEMPT already did. So I decided to choose almost the opposite of what they were doing.
