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JARROW FORMULAS RE-BRANDING CAMPAIGN . 1 


Jarrow Formulas Sup erior

For mu lat ion

Re-Brand Project Book

2 . JARROW FORMULAS RE-BRANDING CAMPAIGN


Designer’s Introduction

T

his project book is a presentation of the Jarrow Formulas rebranding initiative. The goals to achieve in this process are as follows: to create a stronger professional corporate image, to enhance brand awareness, develop a clearer brand presence, and to expand Jarrow Formulas market share and increase sales for all of Jarrow Formulas products. The media outlet responsible for this strategic communication include a renewed corporate website, television commercials, billboards and bus stop shelter advertisement, magazine advertisements, web banners, point-of-sale merchandise and broad-spectrum social media, including discussion forums.

A FROMULA FOR EVERY...BODY

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Jarrow Formulas Su p e r io r

JARROW FORMULA PROJECT BOOK

Table Of Contents

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Fo r m u l a t io n


1.0

RESEARCH

1.1 1.2 1.3 1.4

Abstract Target Demographics Client Brief Brand Features -

2.0

CREATIVE DEVELOPMENT

2.1 2.2 2.3 2.4

Logo Design Research Moodboards & Toolbox Print Ads -

3.0

STANDARDS / STYLE GUIDE

3.1 3.2 3.3 3.4 3.5 3.6 3.7

Introduction Color Palette Images / Textures Logo Standards Logo Display Guidlines Print Collateral Package Design -

4.0

DESIGN SOLUTIONS

4.1 4.2 4.3 4.4 4.5 4.6 4.7

Billboard Bus Stop Magazine Ads Website Guerrilla Marketing iPhone App Collaterial Merchandise -

1.5 1.6 1.7

SWOT Analysis / Competitive Survey Brand Promise Creative Brief -

2.5 2.6 2.7

Repackaging Website Redesign T.V. Commercial -

3.8 3.9 3.10 3.11

Typography Print Guidlines Web Guidlines Brand Voice -

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3.1

Introduction -

3.2

Color Palette -

3.3

Images / Textures -

3.4

Logo Standards -

3.5

Logo Display Guidlines -

3.6

Print Collateral -

3.7

Package Design -

3.8

Typography -

3.9

Print Guidlines -

3.10 Web Guidlines 3.11 Brand Voice -

3.0 Style Guide Precision Control

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3.4 | Style Guide

Logo Standards Jarrow Formulas New Brand Identity arrow Formulas has a proven track record of providJ ing reliable, effective, exceptional quality nutritional supplements to the consumer. However, they carry

a very small percent of the market share in sales, which is approximately 0.072%. Such a low market share suggests a lack of trust and confidence in the brand and a low presence in the market. Research has shown that their current visuals are harsh, uninviting, inconsistent and fragmented. Shamefully, their current identity fails to associate with their own ideals or values, nor do they reflect their passion or professionalism.

aspect of the cell (everything we are made of ) with natural, organic ingredients that are targeted to it (the leaf ). This aims at the theme of precision nutrition or targeted nutrition through superior formulations.

The new Logo communicates distinction, excellence and superiority and represents the culture of Jarrow Formulas. It serves as the first impression to the public, especially to the target audience. It provides “clarity, reassurance, consistency, status, membership…” (Wheeler, 2013, p.90). The goal of Jarrow Formulas new brandmark and logo is to give them a new identity that conveys their exclusivity in, and passion for their niche market. This new brandmark gives them an instantly recognizable connection that hints at the scientific “bioavailable, targeted nutritional” theme behind their award winning products, while remaining friendly, commercially acceptable and non-threatening. Using vector art, the design is simple, intuitive and inviting. It is a visual solution that hints at the scientific

Jarrow Formulas Sup er io r

The old logo is uninteresting and out-of-date. It does not characterize the brands’ principles, values, ideals or quality of its products. Their current logo’s color scheme and imagery fails to connect to the target audience and shows no relational value to the brands superior portfolio of bioavailable nutritional supplements.

8 . JARROW FORMULAS RE-BRANDING CAMPAIGN

Fo r m ulat ion

The logo design is simple, distinctive and intuitive. The message for Jarrow Formulas with this logo focuses on bringing together quality of life and sustainable health through science and nature. This logo is warm, inviting and memorable. Never use the old colors or gradients in this logo.


“A great logo is memorable, appropriate to the brand

Style Guide | 3.4

and it is simple that it can work everywhere and look the same in every situation” Logo Variations

Signature

Horizontal with Tagline ( 1 )

Logotype

Jarrow Formulas

1)

Su perior

Brandmark

Formulation

Vertical (Brandmark on Top) with Tagline ( 2 ) Brandmark Alone ( 3 )

Tagline

Either of these logos should be used on all public-facing materials (direct mail, advertisements, the homepage of the website, etc.). The Cell / Leaf logo by itself may be used once the target audience is familiar with the Jarrow Formulas brand or for internal documents. When in doubt, use the full logo or contact the Designw Team for clarification/guidance.

Fonts In Signature

2)

Jarrow Formulas Su pe rio r Fo rm u l a t io n

Swiss 721 Roman This font is classy and elegant and is defined as an authentic pursuit for simplicity. It is us for the Name of Jarrow Formulas. Designed at 37/45, it maintains its dimensions when properly scaled within the Signature.

Fenix To add a measure of sophistication the Fenix font was chosen for the tag-line. This font is well served in body text also. Designed at 10.46/12.76, it maintains its deimensions when properly scaled within the Signature.

3)

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RESEARCH PAPER

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ABSTRACT arrow Formulas is a privately held manJ ufacturer of proprietary dietary nutritional supplements headquartered in Los

professional, consistent, inviting and memorable representation of the company’s true personality. This may cause the consumer to Angeles, California. They pride themselves skip over their brand. on having the most comprehensive analytical, clinical/research and manufacturing To achieve the goal of enhancing Jarrow Forfacilities in the nutritional supplement mulas presence and increase sales, a new industry, with some of the world’s best nu- brand identity is warranted that crosses all tritional research scientist available. They aspects of visual design, including a new are passionate about providing a unique brandmark, repackaging, website, advertisportfolio of revolutionary bioavailable ing, merchandising, and all other collateral blends of nutritional supplements effective materials. for a wide range of modern lifestyles and dietary deficiencies. As of 2013, Jarrow Formulas has captured approximately 0.072% of sales in a $28 billon industry. There are many factors that would contribute to this figure. A critical evaluation of their overall branding concepts and visual design has shown that it doesn’t convey a JARROW FORMULAS RE-BRANDING CAMPAIGN . 11 


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