First of all, thanks to all of you who submitted designs for 'Fleau'. Unfortunately we had to pull the competition because as the competition neared a close it came to my attention that Fleau was an old fashioned French word for meant 'plague'! So I now have a new name which is actually much better. In September 2009 a small town in Australia called Bundanoon created global headlines. It banned the sale of bottled water in the town and installed water fountains and filtered water dispenser units in shops. All residents and visitors were able to buy special 'Bundy-on-Tap' recyclable water bottles which could be filled up for free. To see more go to http://www.bundyontap.com.au .
Whilst not wanting to ban bottled water, I believe it's time that consumers had a choice on the high street to buy filtered water that comes straight from the tap of the retailer. Chill is the product I am bringing to market. It will be filtered through a special dispensing unit (to take out chlorine and other impurities) and served at a cool, crisp 4 centigrade. Customers can either refill their existing water bottles or buy low-end or high-end recyclable Chill water bottles from the dispenser. Chill will be considerably better value than bottled water and, of course, will have major benefits for the environment..
To be a success Chill needs to become a status symbol amongst cool environmentally conscious 15-35 year olds in the UK. The brand needs to be perceived as inspirational and aspirational. High end recyclable steel Chill bottles will be manufactured and I want the owners of these bottles to display them feeling they are leading the way for a new aspirational movement that combines environmental action with 'wannabe cool'. So the target audience has to perceive the brand image as a cool status symbol. I want them to be sitting on the metro/tube, proudly brandishing a Chill bottle and lifting it to their lips - aware that onlookers are impressed by their water brand choice - and want to be emulate them.
Older environmentalists will also want to embrace the product - they must not feel alienated by the brand image.
• Filtered tap water
• From point-of-use water dispensers
• In retail outlets
The logo design needs to convey the following brand values:
- Clean, crisp, chilled water
- Inspirational and aspirational
- Cool and trendsetting
- Save the world with style
In addition to the name Chill, the design also needs to incorporate the following related logos:
- Chill Zone
- Chill Fill
Strap lines to go with Chill's advertising include:
Chill........Turn down the Heat
Give the Planet a break....Take a Chill Fill
It would be great to see what the Chill logo looks like on a steel/aluminium water bottle.
Good luck - I'm really looking forward to seeing your designs,