Photoshop, Illustrator, Indesign, After Effects
Branding, Marketing, Packaging, Interactive
Group: Kevin D., Roja S. Kanishka C., Rawa A., Chev W.
This is a semester long group project in which all five courses contribute to one main comprehensive project. Each course has a few weeks to focus on the development of a survival kit of our own design, while the other courses supplement our design thinking with smaller assignments.
This kind of co-ordination is unique to Seneca, especially at the
post secondary level. With the high level of organization required to co-operate with all five professors, the project results into a high fidelity website, detailed packaging for the
items of the kit, its branding, a video advertisement and a thorough marketing strategy.
Brazeau is an outdoor recreation equipment company that specializes in creating affordable high quality winter camping equipment. The Brazeau Winter Camping Kit is tailored to meet the needs of both new and experienced winter campers alike.
Through Banded Together Charitable Campaign, Brazeau provides people at risk of or experiencing homelessness, with
the resources they need to survive the winter. For every kit purchased in store, a kit is donated to somebody in need.
We also accept one-time financial donations and regular
monthly contributions.
Brazeau has a strong branding position that connects deeply with the identity of customers. Our Positioning Statement is: “If you’re ready to brave the cold, then we’ve got you covered.”
Winter camping is a niche market but this is a part of our unique selling proposition (USP). The brand positioning statement of Banded Together, is: “Nobody Left Behind in the Cold.”
Our charitable campaign is also a unique selling proposition because it demonstrates that Brazeau is committed to positive social change and connects with philanthropic and socially conscious individuals.
The Brazeau Winter Camping Kit will be widely available in stores and online.
Customers who use the Brazeau Winter Camping Kit are interested in camping, hiking, and other outdoor recreation activities. They have an adventurous spirit and they are open to new experiences and going beyond their comfort zone.
Brazeau has a strong branding position that connects deeply with the identity of customers. Our Positioning Statement is: “If you’re ready to brave the cold, then we’ve got you covered.”
Winter camping is a niche market but this is a part of our unique selling proposition (USP). The brand positioning statement of Banded Together, is: “Nobody Left Behind in the Cold.”
Our charitable campaign is also a unique selling proposition because it demonstrates that Brazeau is committed to positive social change and connects with philanthropic and socially conscious individuals.
This is a detailed analysis of the brand’s interaction with an experienced winter camper. This shows each step towards buying the winter camping kit, as well as questions, comments and potential solutions.
This is a detailed analysis of the Brand’s interaction with a Philanthropic Individual. This shows each step towards supporting the banded together campaign, as well as questions, comments and potential solutions.
This shows the skeletal structure of the Brazeau Website Which includes ways to learn more about Banded Together, to find a store, as well as purchasing a kit.
This is a showcase of the brand, representing and advertising our kit to the public and our target audiences.
First, we introduce the Brazeau Winter Camping Kit, and also, we have the charity donation section. Our website design is following our brand theme.
We applied design consistency by using the same colour system, our topographic map texture as a background, and the overall layouts throughout the pages.
This is the symbol, wordmark and brandmark for Brazeau. Brazeau uses rounded type. Its symbol uses negative space and organic lines referencing rivers, valleys, and mountains, to form the letter “B.”
Banded Together uses geometric type with its symbol using a square shaped B with a T in the middle.
The colour palette includes complementary colours blue and orange, with accents of light green and a light blue, referencing the aurora borealis.
The typefaces used are all round gothic, gravesend sans, and the A in the typeface agrozza. They are used in the logos as well as for headings and body copy.
These are the business cards, designed with a clean layout and use of a topographic map texture, referencing the brand’s focus on the outdoors and travel.
The billboard directs the viewer’s attention to our kit, with a clear statement from the company, “We love keeping you warm.” With an image of a skiier on a snowy hill, the viewer can easily understand what our kit is used for.
The Pre-Launch Campaign builds hype surrounding the Brazeau Winter Camping Kit and its launch event. Key messaging like “Brave the Cold” and “It’s in Your Nature” help build a strong association with the brand.
Brazeau has a highly coordinated social-media strategy using Facebook, Instagram and YouTube.
Print based advertising, Postering, Transit Shelter Advertising and high visibility signage will feature prominently in and around Toronto.
he primary structure for Brazeau winter camping kit will be a waterproof backpack that contains all the items.
The final label contains the kit’s description, its contents, and introduction to social good launch campaign, Banded together.
The kit contents will be surround ed by a kraft board belly band Each board will have a brand character and a description.
For the in-store display we provided 2 options. The exterior window display captures public attention by using A mountain in the background with snow in foreground to create a realistic winter environment.
The Interior beauty shot displays bright coloured products to capture public attention and display the product on the floor or on the available racks to make a connection between the products and the consumer.
Shown is a showcase of the product in a realistic situation with winter environment by using an interactive aurora borealis light display in background.
So, for our infographic, we use similar colour schemes and visual components to display the reasons why it is good to winter camp and while camping what are the guidelines our consumers should follow to have a safe and adventurous experience. We mention how one should stay warm and should be always well hydrated and should be prepared well and carry first aid while going winter camping.
Also, we share the details about our kit components which are a Waterproof backpack, winter tent, winter essentials clothing pack, winter poncho, sleeping bag and our winter camping guide which contains all the information in our infographics in depth.
We share the details of how our winter gear is made of recycled material and share the life cycle of recycled on how plastic is heated into nylon fabrics to make backpack and other kit components.
We also mention the retail price of our kit which is 799 dollars. We also mention our Banded Together Campaign which is a Buy one and give one program wherein individuals can purchase a camping kit from Brazeau and donate one to somebody who is experiencing or is at risk of homelessness. Finally, the infographic ends by mentioning the website and connects to Brazeau’s social medium platforms.
The transit posters are holographic, mean ing the poster will show the profile of a per son, then with a change in perspective, the poster will reveal an overlay of a snowy mountain on the person’s head. This directly references winter themes, connecting a person’s thoughts with snow, adventure, and wonder. The holographic aspect of the poster also creates interest in both the company and the campaign advertised.
With the help of TechnoAlpin— global leaders in snow production—Dundas Square will be trans- formed into a winter wonderland overnight.
The public is invited to participate in a snowball fight of epic proportions hosted by the captain of Canada’s National Snowball Fighting Team — Nathan Theon. Prizes and product give aways will happen throughout the day.
This event is expected to draw significant media coverage because of the unique “out-of-season,” experiential winter environment.
A Brazeau Pop-Up Shop will be on site with staff demonstrating how the kit works in this immersive winter-like environment. The Winter Camping Kit will be available for purchase and people who have pre-ordered their kits can pick them up on site.
The President of the Banded Together Board of Directors will introduce Banded Together, explain the initiative and announce the amount of money and kits raised during the pre-sale. She will formally deliver the first shipment of Brazeau winter camping kits to Toronto’s homeless shelters and service providers.
