The Good Humor-Breyers® Ice Cream Company

The Good Humor-Breyers® Ice Cream Company
Breyers
www.kooyaz.com
Edwin Dacumos
Evan Thomspon
Breyers
Creative Brief
1
Client Analysis
2-3
Personas
4
Competitive Analysis
5-8
Competitive Positioning
9
Communication Strategy
10
Wireframes
11-15
Mood Board
16
Mock-Ups
17
Creative Brief
Site Title:
Bryer’s Ice Cream
Client:
Bryer’s
Target Audience:
18-35 year year old male and female college students.
Organic food enthusiasts.
Primary Message:
A return to original, organic ingredients.
Secondary Message:
A healthier alternative to typical ice cream.
Included:
Client logo, contact information, and product ingredients.
Where will the market encounter the
product?
Grocery stores - Whole Foods, Kroger, Farm Fresh
What form will the work take?
Website, Internet Banner Ad, Package
Desired Response?
To choose a healthier dessert option.
1
Client Analysis
Breyers Ice Cream:
With the American economy recovering from the Civil
War and William A. Breyer being out of a job, he decided to
sell a dairy product made of cream, pure cane sugar, nuts,
fresh fruits, and other natural flavors. William A. Breyer
began selling ice cream from his Philadelphia home in
1866, and later via horse and wagon on the streets. Bryer’s
son Henry incorporated the business in 1908 before it was
bought by the National Dairy Products Corporation (Kraft)
in 1926, and then again to Unilever in 1993.
well as a line of gelato. Breyers wants their customers to
know that they will continue its age old tradition of using
all natural ingredients and providing low fat dessert options
to all of their consumers.
Breyers today is a household name with strong devotion
to delivering their customers the highest qaulity of their
product. Breyers is a company that takes pride in the frozen
dairy desserts they produce and recieve satisfaction
knowing that they provide their customers with just that.
While Breyers is a company that has always prided its self
on their use of natural ingredients, in recent years due to
cost cuts less natural ingredients had been added to the
recipe resulting in slight flavor changes.
Breyers site is designed to be functional yet lacks
contemporary luster. Breyers came to us to design a site
based on their new product line Gelato’s. Breyers wants
to inform consumers about their healthier alternative to
frozen dessert as opposed to those of their competitors.
After conducting research on the company we found that
the website, www.Breyers.com,is mainly visited by
female college students or graduates. This is generally
around 18-26 years old but we will extend this target market
to 35 years old as well as include males. Our goal is to
attract users by letting them know that Breyers Gelato is
now a natural organic frozen dessert.We will also inform the
viewer of locations and distributors where the product can
be purchased.
With the world becoming evermore health concious and
the demand for organic and all natural foods being higher
than ever, Breyers has adapted as well. The company has
recently introduced a new line of frozen dairy desserts as
Initial visual concentration on the homepage will be a
friendly approach based on consumers enjoying the Breyers
products as opposed to strictly showcasing the product by
it’s self. This will be done through the use of either a static
2
Client Analysis
widescreen
well as a lineimage
of gelato.
or jquery
Breyers
slider.
wants
Thetheir
site customers
will have a to
human
approach
know thatthat
theyfocuses
will continue
on the its
natural
age old
sense
tradition
of theof
new
using
product
all natural
line.
ingredients
Breyers classic
and providing
green color
lowpallet
fat dessert
will beoptions
implemented
to all of their consumers.
as well the contrasting red as seen in the logo.
Our goal is to combine Breyers sense of tradition and values
with
Breyers
a more
site
contemporary
is designed toand
be slick
functional
approach
yet lacks
that will speak
to
contemporary
the targetedluster.
audience.
Breyers came to us to design a site
based on their new product line Gelato’s. Breyers wants
toPresented
inform consumers
below our
about
visual
their
softhealthier
sell will be
alternative
the Gelato
to
products.
frozen dessert
Each as
product
opposed
willto
consist
those of
of an
their
image,
competitors.
product
name
After conducting
and a description
research
of the
on the
product..
company
Ourwe
idea
found
is to that
grab
the website,
the userwww.Breyers.com,is
with imagery of enjoyment
mainly visited
and lead
by them into
the
female
products
college
asstudents
opposedor
tograduates.
“shoving itThis
down
is generally
their throaghts”.
around 18-26 years old but we will extend this target market
toBeing
35 years
thatold
Breyers
as wellisas
a company
include males.
with strong
Our goal
roots
is toin
tradition,
attract users
we by
think
letting
it would
themonly
know
be that
fitting
Breyers
to include
Gelato
a small
is
section
now a natural
devoted
organic
the history
frozenofdessert.We
the company,
will accompanied
also inform the
with
viewer
a photo.
of locations
We will
and
also
distributors
showcase where
the natural
the product
ingredients
can
used
be purchased.
with both image and copy explaining said ingredients
as Breyers has long been known for its natural product. This
also
Initial
will lead
visualinto
concentration
a section regarding
on the homepage
recipes, again
will be a
reinforcing
soft sell, which
the natural
entails aidea
picture
behind
of aBreyers
person(s)
products.
happilyLastly
will
consuming
be a section
the Breyer’s
providing
product(s).
information on the company wich
will also be paired with an image.
Finally, within the Footer will be Breyers Mission
Statement. We will also provide a contact form that will allow
customers to directly connect with the business and social
networking icons so users can stay up to date on new
products and promotions.
This will be the framework that we will continue to
build pages off. With Breyers help we will redesign
the current logo to give a more simple but modern look
to accompany this new site.
3
4
Personas
Personas
Bill
IT Student
Age:
Gender:
Income:
Education:
Certification:
23
Male
$20,000
Additional Details:
Christine
Waitress
Undergraduate
25
Female
$35,000
Bachelor (4yr)
He’s a student
Marine Biology
Bill is an IT student at Va Tech University. He enjoys
Christine just graduated from Old Dominion
playing sports with his friends and playing video
University. She enjoys being active out doors
games. Bill living the college lifestyle is on a steady
and working out. Despite her positive
diet of beer and pizza so he is trying to find better
lifestlye, Christine still has a sweet tooth.
dietary options.
Competitive Analysis
5
Competitors
Company URL
Products
JQuery Slider
Overall Design
Navigation
Ease of Use
Content
Ben & Jerry’s
Vermont’s Finest
Blue Bell
Have Yourself a Blue Bell County Day
Haagan-Dazs
Made Like No Other
http://www.benjerry.com
Ice Cream
None
http://www.bluebell.com
Ice Cream
None
http://www.haagendazs.us
Ice Cream
None
1 - Bad
2
3
4
5 - Best
6
Carol Davis
ODU Professor
“Life is only as difficult as you make it.
The only time to be intolerant is
towards intolerance.”
Ben & Jerry’s
http://www.benjerry.com
Analysis
Ben & Jerry’s is a competitor to Breyers because it’s an ice cream company
that specializes in mixed flavors with unique names. They’re in the process
of converting their ingredients to Fair Trade globally so that they can have
the greatest impact on improving the lives of farmers, strengthening their
communities and protecting the environment.
In 2013, Ben & Jerry’s committed to transitioning all of their ingredients
to be fully sourced non-GMO (a genetically modified organism).
7
Carol Davis
ODU Professor
“Life is only as difficult as you make it.
The only time to be intolerant is
towards intolerance.”
Blue Bell
http://www.bluebell.com
Analysis
Blue Bell is a competitor to Breyers because it’s an ice cream company that
produces 66 flavors of ice cream. Unlike competitors which have reduced
their standard containers to 48 fluid ounces (1.42 L), Blue Bell continues to
sell true half-gallon (64 fl oz/1.89 L) containers, a fact it mentions prominently
in its advertising.
In addition to ice cream, the company produces sherbet, frozen yogurt, and
frozen treats on a stick.
8
Haagen Dazs
http://www.haagendazs.us
Analysis
Häagen-Dazs is a competitor to Breyers because it’s an ice cream company that
produces distinct flavors like vanilla swiss almond and dulce de leche. Häagen-Dazs
was also the first ice cream company to introduce the world to ice cream bars for adults.
Häagen-Dazs brand is committed to developing exceptional new super-premium
frozen dessert experiences, releasing new flavors every year.
Competitive Positioning
Breyers Position:
Who we are:
While many companies in todays market are evolving
towards healthier and natural food sources, Breyers has
always been an advocate of using ingredients of the highest
quality. From its begining, Breyers has used milk, cane sugar,
and natural flavors such as fruits and nuts in it’s recipes. The
new line of gelatos is only an extension of this belief and
process that has been carried on through out the years of
combining delicious flavors with great ingredients. Still,
Breyers continues to produce their original line of ice cream
flavors and provide an array of dairy dessert options such as
half the fat, fat free, sugar free, lactose free, carb smart, and
blasts (candy infused) varieties.
We are Breyers ice cream and frozen dairy desserts.
Breyers is a family business with its name derived directly
from its founder William H. Breyer. The company was then
incorporated by Williams son Henry before being sold to a
national franchise. The family name was kept and is now the
house hold product we all know today.
What we do:
Breyers is one of the largest and longest running
producers of frozen dairy desserts and ice cream in the
world. Breyers is a company that prides itself on its use of
all natural ingredients and has been introducing new
health conscious options such as gelato as well.
What sets us apart:
Breyers strives to bring our consumers a product that is a
cut above our competitors as well as provide as many
options as possible. Breyers offers both healthy options
suchas gelato that competitors Blue Bell and Ben & Jerry’s
do not. Along with these new additions, Breyers continues
with it’s line of traditional flavors and health specific options.
9
Communication Strategy
Breyers Message:
Copy:
The Breyers brand is one that wants it’s customers to
know that regardless of healthy options and sustainable, all
natural ingredients that flavor will never be sacrificed. The
new line of gelato will give us a platform to express these
ideas both visually and contextually.We will communicate
this message through imagery, specific copy, color, and
design choices while never losing the classic Breyers
identity, simply updating it.
Copy will be personable and easy on the reader. Mainly
concise descriptions of product images, flavors, and lines
of Breyers products on a whole (sub-categories of desserts).
Breyers Tagline:
“Breyers. Tastes so good… Still good for you.”
“It’s way beyond ice cream” - gelato
Imagery:
Imagery used will contain people enjoying Breyers
in a setting of happiness, implying a positive lifestyle.
product images will also be used but not as main focuses
(slider, widescreen, etc.).
Color:
Color will be used to showcase our natural ingredients,
health concious recipes, and traditional flavor. Green will
be used throughout to give an all natural tone, while cool
greys will counter for a slick and contemporary edge. Reds
pulled from the logo will accent throughout to retain
Breyers tradition of delicious ice creams.
Design:
Design for the site will be on a grid based Swiss style. This
will give us the contemporary edge mentioned before. This
will help the user navigate the site more efficiently in order
to find the specific niche of deserts in wich they were
searching for.
10
Wire Frame - Home Page
Desktop
Tablet
11
Mobile
Index
b
Image slider
Image slider
1. Navigation
2. Signature
3a. Image Slider
3b. Image
4. Feature Product Pictures
5. Feature Product Information
6. History Picture and Story
7. Ingredients Picture & Explanation
8. Recipes Picture & Copy
9. Information Picture & Copy
10. Mission Statement
11. Contact Information
12. Social Links
Colors:
=
#00CC00
=
#FF3333
Wire Frame - About Page
Desktop
Tablet
12
Mobile
Index
1. Navigation
2. Signature
3. Company Picture & History
4. History of Logo Progression
5. Mission Statement
6. Contact Information
7. Social Links
Colors:
=
#00CC00
=
#FF3333
Wire Frame - Product Page
Desktop
Tablet
13
Mobile
Index
1. Navigation
2. Signature
3. Product Pictures & Descriptions
4. Mission Statement
5. Contact Information
6. Social Links
Colors:
=
#00CC00
=
#FF3333
Wire Frame - Recipes Page
Desktop
Tablet
14
Mobile
Index
1. Navigation
2. Signature
3. Picture of Recipe End Product
1
4. Recipe Description
5. Recipe Steps
1
2
3
4
6. Mission Statement
2
1
2
3
7. Contact Information
4
8. Social Links
3
4
Colors:
=
#00CC00
=
#FF3333
Wire Frame - Contact Page
Desktop
Tablet
15
Mobile
Index
b
1. Navigation
2. Signature
3. Image
4. Contact Information
5. Mission Statement
6. Contact Information
7. Social Links
Colors:
=
#00CC00
=
#FF3333
16
Breyers Mood Board
Product
BREYERS
GELATO WEBSITE
Colors:
=
#00CC00
Strawberry Gelato
Strawberry Gelato
Get wrapped up in silky
strawberry gelato, luscious
raspberry sauce and gourmet
graham crumbles.
Get wrapped up in silky
strawberry gelato, luscious
raspberry sauce and gourmet
graham crumbles.
More
=
#FF3333
=
#d3d3d3
More
FONT - Lato Regular
FONT -LATO BOLD
17
Mock-Ups
About
Product
Recipes
About
Contact
Product
Recipes
Contact
It’s Way Beyond
Ice Cream
It’s Way Beyond
Ice Cream
It’s Way Beyond
Ice Cream
Strawberry Gelato
Strawberry Gelato
Raspberry Cheesecake
Gelato
Vanilla Cheesecake
Gelato
Get wrapped up in silky
strawberry gelato, luscious
raspberry sauce and gourmet
graham crumbles.
More
Get wrapped up in silky
strawberry gelato, luscious
raspberry sauce and gourmet
graham crumbles.
More
Get wrapped up in silky
strawberry gelato, luscious
raspberry sauce and gourmet
graham crumbles.
More
Strawberry Gelato
Raspberry Cheesecake
Gelato
Vanilla Cheesecake
Gelato
Get wrapped up in silky
strawberry gelato, luscious
raspberry sauce and gourmet
graham crumbles.
More
Get wrapped up in silky
strawberry gelato, luscious
raspberry sauce and gourmet
graham crumbles.
More
Get wrapped up in silky
strawberry gelato, luscious
raspberry sauce and gourmet
graham crumbles.
More
History
Ingredients
A Rich History In 1866,
as America recovered
from the Civil War,
William A. Breyer of
Philadelphia
hand-cranked his first
gallon of ice cream.
It was a special...
Our consumers are at
the center of every
recipe decision we
make. We work hard to
understand what
people want most and
work to give them the
best possible...
More
Recipes
History
Ingredients
A Rich History In 1866,
as America recovered
from the Civil War,
William A. Breyer of
Philadelphia
hand-cranked his first
gallon of ice cream.
It was a special...
Our consumers are at
the center of every
recipe decision we
make. We work hard to
understand what
people want most and
work to give them the
best possible...
More
Recipes
More
More
Mission Statement
Contact Information
We are gonna rule the world
copy. Myahahahaha. We are
gonna rule the world copy.
Myahahahaha.
We are gonna rule the world
copy. Myahahahaha. We are
gonna rule the world copy.
Myahahahaha.
More
More
Information
Gelato products are
made with many of the
same high-quality
ingredients that are
commonly found in
Ice Cream, however
it is healthier because
it is made of half...
Get wrapped up in silky strawberry gelato, luscious
raspberry sauce and gourmet graham crumbles.
Our consumers are at
the center of every
recipe decision we
make. We work hard to
understand what
people want most and
work to give them the
best possible...
More
History
A Rich History In 1866,
as America recovered
from the Civil War,
William A. Breyer of
Philadelphia
hand-cranked his first
gallon of ice cream.
It was a special...
More
Information
Gelato products are
made with many of the
same high-quality
ingredients that are
commonly found in
Ice Cream, however
it is healthier because
it is made of half...
More
Our consumers are at
the center of every
recipe decision we
make. We work hard to
understand what
people want most and
work to give them the
best possible...
More
Mission Statement
We are gonna rule the world
copy. Myahahahaha. We are
gonna rule the world copy.
Myahahahaha.
Contact Information
We are gonna rule the world
copy. Myahahahaha. We are
gonna rule the world copy.
Myahahahaha.
Mission Statement
We are gonna rule the world
copy. Myahahahaha. We are
gonna rule the world copy.
Myahahahaha.
Contact Information
We are gonna rule the world
copy. Myahahahaha. We are
gonna rule the world copy.
Myahahahaha.