Since the initial idea stage at the beginning of the project, my group and I have altered various elements of our brand. Some ideas we had were interesting but didn’t quite work for this particular project. We have completely changed who our consumer is because the initial story we were trying to communicate wouldn’t have realistically reached and significantly impacted the consumer we wanted to target. We wanted to create a fragrance aimed at young people to inspire them to spend much less time on their technological devices and reconnect with the outdoors, however it wouldn’t have been logical because that specific consumer just wouldn’t want to stop using technology and wouldn’t care about us. So we were at a dead end and needed to mind map some new ideas. Over the break, I wondered how our brand would work if we were targeting the complete opposite type of consumer in terms of age so I brainstormed some ideas for the older generation, around 70+. By changing the consumer and tweaking some sections of the brand story, we seemed to secure a more clear and understandable story.
- Our brand will work with care homes to provide elderly people, who have lost a certain amount of mobility, with a bespoke scent infused painting of a green outdoor space that they have a personal connection to.
- We want to reconnect them with an element of their lives that they are missing, through memory and nostalgia.
- We empathise with the ‘elderly’ not feeling appreciative of being referred to as ‘old people’. We want to make a conscious decision to not patronise them by creating a category for them based on their age, because we know that all people of this age still feel young at heart and mentally and emotionally live their lives irrelevant to whatever number defines their time spent on Earth.
- The painting will be designed specifically for each individual and commissioned only for them, based on what information they have told us about their personality, their cultural interests and their memories in which they want to be reflected in the painting and the scent accords that will be used.
- The memories and style of art that makes the painting will most likely represent the person’s previous life which doesn’t have anything to do with the age they are now. We want them to aspire to our brand and not feel patronised.
The painting may metaphorically reflect the consumer’s personality and previous lives in order to trigger their memories with the atmosphere and colour palettes as well as the actual content/subject. For example, if a consumer considers themselves as a previous ‘rebellious’ character who could have been present in the Punk scene, they might have their painting done with darker and richer colours and a stormy and powerful mood. The scents would also reflect the atmosphere, colours and content of the painting in order to best trigger emotions as powerfully as possible and in the preferred style of the consumer. Another consumer might prefer something more literal than metaphorical, such as a perfectly redone scene that they can admire and picture themselves exactly in that location. The painting will aim to reflect the consumer’s character and memorable green space in the most personal way in order to best stimulate and evoke their memories.
- Restorative effects of nature support mental health and well-being. We want to assist as much as possible to help our consumers maintain strong mental health and be a vehicle for reuniting them with nature and restoring their memories to help them feel connected and uplifted.
- In older adults, studies show that physical activity in green spaces can be linked to better moods, decreased chance of depression, reduced stress levels and improved cognitive function. Studies show that the frequency and amount of time spent in nature correlate with feelings of mental restoration. A high exposure to natural environments (green space and gardens) in communities was associated with fewer mental disorders among older people.
- By providing our consumer with sensory engagement with nature, we can help stimulate reminiscences of places and people, and evoke past sensory experiences to enrich everyday life and maintain a sense of self.
What makes us different/matter
- We matter because we provide sensory engagement with nature that stimulates reminiscences of places and people in a very personal and nostalgic way to evoke past sensory experiences and to enrich everyday life to maintain a sense of self.
- We matter because we are trying to prevent mental health deterioration.
- We matter because we are targeting people who are more fragile and less able than others and want to make them feel uplifted again by reconnecting them with times in their life where they felt their most liberated and alive.
- We are different because we have identified a consumer which other brands haven’t had the innovation to go near.
- We are different because we are purely bespoke to each individual consumer and each scented painting is completely personal, custom and intimate to each person.
Primary: 70+, retired, married or widower, interests including gardening, reading, art, textiles, storytelling, listening to music (dancing when younger and better mobility), shop at places such as M&S, possessions include treasured jewellery, watches, art, perfume, food they eat included roasts, fish and chips, fruit sprinkled with sugar.
Secondary: Who will buy the product for someone else. This is most likely to be a family member and also the people who run the care homes.
Consumer cultural interests
Art: We have identified various styles of art that the consumer might want their painting to be in. We have looked at famous 19th century landscape paintings by Constable, Turner, Monet, Van Gough, Friedrich and more. We have looked at other styles as well such as more abstract art because our consumer will have lived through a time where there was lots of self-expression and individuality. This generation rebelled against society and fought further for rights and equality. Therefore, the consumer might want their painting to reflect their cultural interests and preferred artist style. We have looked at prominent artists from this time period such as
Architecture: We have looked at organic and nature inspired architecture to get inspiration for how nature is translated into other forms of artistic expression.
Fashion: We have also looked at fashion designers and campaigns that have also used nature as their inspirations to understand how nature is translated into another form of artistic expression. This included Alexander McQueen, Iris Van Herpen, Issey Miyake, Chanel, Gucci and more.
Music: We have researched what styles of music our consumer listens to and listened to in their earlier life. This included a range from Morecambe & Wise, to Doris Day, to Elvis Presley, to The Beatles, to The Rolling Stones.
Film and Literature: We have looked at what film and literature they might have liked which included writers such as Tennessee Williams and Audrey Hepburn films.
Currently we are considering creating an event for our outcome. We want to create an exhibition event in the care home that presents each individual’s painting. This will be an opportunity to help the consumers socialise and feel active and give them the chance to tell each other about their memories and what their paintings entail. It will be an event for them to engage with each other and hear people’s stories and feel uplifted and enriched by feeling like they have a purpose. We also want to include something else that is interactive; we have been discussing ideas around possible gardening workshops that is part of the day’s event to provide them with the opportunity to reengage with a nostalgic and memorable connective activity that they are now missing from their lives.
Possible methods and routes of promotion for our brand will include tv, radio, newspaper and sponsors. For our secondary consumer, who will be younger, we might be more likely to find them on some forms of social media and advertising in magazines and travel to-and-from work locations.