The Project
One of the main objectives of this project was to build the foundation of a brand that would resonate with customers and create a lasting impact in the market. To achieve this, I carried out research to define the brand's mission, vision, values, and target audience, as well as conducted a comprehensive competitor analysis. I also created visually captivating brand assets that increase brand recall and recognition. All aspects of the project will serve as the blueprint for all decisions related to advertising, marketing, and design, providing a strong and successful foundation for the brand.
The Challenge
The sparkling water industry is highly competitive, with many brands vying for a share of the market. These brands offer different products, some emphasizing purity, others flavor, and others health benefits. Research revealed that there is limited space for a new brand to position itself around purity or water source. The same held true for the other remaining segments. Our goal is to establish a niche in the market by identifying an underserved area and providing a unique solution to meet that need.
The Strategy
My research revealed a gap in the market for a brand offering truly unique flavors and more extensive health benefits than currently available. Additionally, I found that only a small percentage of competitors were considered "Whole Brands," a brand guided by a strong purpose, one that measures success holistically — looking at profit, performance and the impact they have on the people, planet, and communities they serve. To capitalize on this opportunity, our strategy is to create a product that satisfies consumer demand for unique flavors and health benefits, and build a brand that aligns with our target market's values and goals, while also connecting with them on an emotional level.
The Solution
1. When creating Super Bloom, I adopted a comprehensive approach, starting with the name. The term "Super Bloom" refers to a rare and spectacular occurrence of wildflowers blooming in abundance. The name and brand symbolize human potential and the ability to grow and evolve in unique and unexpected ways, just like the natural phenomenon. Super Bloom represents the celebration of life, the beauty of the unexpected and nature. Our brand values are reflected in our tagline, "Do good. Feel good. Be good." We plan to partner with organizations to make a positive impact in our local communities and strive to become a fully sustainable brand. We carefully select high-quality, scientifically-backed ingredients to create a product that promotes overall well-being throughout the day. Our goal is to not only improve ourselves but also to make a positive impact on the people and the world around us.
2. Our brand identity reflects our values and speaks to our target market. The relaxed font, subdued color scheme, and natural and relatable brand voice effectively communicate who we are and what we stand for in an authentic and approachable way.
3. Our current product line includes 3 options (Awake, Calm, and Mood) each with a specific and targeted effect on both the body and mind. Our products are designed to enhance key moments in our customers' daily routine. In the morning, customers can reach for our "Awake" product, a balanced combination of caffeine and L-Theanine to provide energy without the crash or jitters. For the mid-day slump, we offer "Mood" infused with a special blend of adaptogens and nootropics to improve cognitive function and elevate mood. At the end of the day, we have "Calm" a blend of herbs and magnesium to help our customers relax and unwind.
4. By integrating our distinctive product offerings, mission, values, and brand strategy, we can create a truly unique brand and product that stands out in the crowded and competitive sparkling water market.
"The name and brand symbolize human potential and the ability to grow and evolve in unique and unexpected ways... Super Bloom represents the celebration of life, the beauty of the unexpected, and nature."
Purpose
Our purpose at Super Bloom is to empower individuals to optimize their day through functional sparkling water beverages expertly crafted with a blend of flowers, herbs, nootropics, and adaptogens. We strive to enhance daily routine with a range of products that cater to specific needs and provide a holistic approach to wellbeing.
Vision
Our vision at Super Bloom is to constantly evolve and improve our product offerings while fostering a strong community around our brand. We are committed to making a positive impact on society through our actions and partnerships, while also striving to reduce our environmental footprint. We envision a future where Super Bloom is not only a leader in the functional sparkling water market but also a responsible and sustainable brand.
Mission
Our mission at Super Bloom is to craft delicious sparkling water that is specially formulated with science-backed ingredients to help optimize your day. We are dedicated to sourcing high-quality ingredients from local suppliers and working with our communities and local organizations to build a brand that we can be proud of and that our customers can feel good about supporting. We prioritize people and quality above all else, because when we feel good, we can do good, and we can make a positive impact on the world together.
"Our mission at Super Bloom is to craft delicious sparkling water that is specially formulated with science-backed ingredients to help optimize your day."
"According to Accenture Strategy research, 66% of consumers said that a company’s level of transparency attracts them to buy from the brand."
Values
At Super Bloom, our values guide not only what we choose to do, but also what we choose not to do. We prioritize quality in every aspect of our business, from sourcing sustainable ingredients from ethical suppliers, to paying our employees a fair and livable wage. We strive to create a sustainable product and partner with organizations that share our mission and values. We are dedicated to doing what is right, not just what is easy.
//People first
we believe that when we prioritize people, great things happen. By emphasizing quality in every aspect of our brand and product, we are able to prioritize people in all that we do. This includes working with domestic suppliers, paying all employees a fair and livable wage, and fostering a diverse and inclusive workplace that provides equal opportunity for all. We are dedicated to making a positive impact on the lives of our customers, employees, and community.
//Pride in quality
We are committed to sourcing only the highest quality ingredients for our sparkling water. But that's not all. We go the extra mile by collaborating with scientists to develop a product that is scientifically backed and proven to optimize your day. We strive to deliver sparkling water that is not just refreshing but also functional and beneficial for your overall well-being.
//Leave the world a better place
We’re planet people. That's why we have formed partnerships with organizations that help us reduce our carbon footprint, use fully recyclable aluminum cans, and implement waste management programs to minimize waste. We also work with sustainability consultants to ensure that our practices are socially and environmentally responsible as we continue to expand.
//Gratitude
We're grateful to be here and for the community and support, we have received. Thank you from all of us here at Super Bloom. Find us at your local mom-and-pop and send us a message! We would love to hear from you. ✌️
Target Audience
Our target audience is young professionals aged 25-35 who live in large metropolitan areas and earn an average salary of $60,000 per year. They are driven in their careers and find purpose through their involvement in various communities. They prioritize their health and are drawn to brands that share their values and beliefs.
Unique Value Proposition
At Super Bloom, we provide carefully crafted sparkling water that is specially formulated to achieve specific physical and mental outcomes, while also building a brand that is authentic and trustworthy. Our dedication to quality and community is what sets us apart.
Brand Positioning
Super Bloom is for those who want a drink that is as unique as they are and who want to support a brand that has integrity. Not many brands put people before profit, value sustainability, and give back to the community. Cheers to the brands and the ones who strive to be different, and who strive to be a change for good in the industry. We strive every day to be one of those brands, and though we're not perfect we will continue to work towards being a sustainable and community-driven brand that you can feel good supporting.
Brand Voice
Conversational
- Easy to talk to and down-to-earth
- Friendly and customer-oriented
- Authentic in communication and open with our values
- Community Oriented
In touch
- We are trendy but do not chase every passing trend
- We are progressive and cool
- Value-Oriented
Quirky
- Quirky and authentic
- Cheeky but not in a childish way
Tone Profile
Funny-Neutral-Serious (Sometimes funny)
Formal-Neutral-Casual
Respectful-Neutral-irreverent
Enthusiastic-Neutral-Matter-of-Fact