Yuji Brand Development

page title

PROJECT

BOOK

Melissa Gridley MFA Media Design Full Sail University

SECTION • PAGE

i

contents Part 1: Planning

Part 3: Growth

3

brand profile

25 editorial

4

the urban brandscape

26 stationery

5 competitors

27 packaging

6 narrative

28 uniforms

7

29 fleet

brand name

Part 2: Planting

Part 4: Harvest

9 philosophy

31

10

voice & tone

32 video series

11

mood boards

33 website

smart phone app

12 colors

34 social media

13 typography

35 UPI

14

imagery & shapes

35 guerrilla campaign

16

logo development

36 future growth

18 survey

37 references

20 final logo 22 logo usage 23 clear space CONTENTS

1

planning [ M A R K E T R E S E A RC H ]

brand profile URBAN GARDENS TO GO IS THE ONLY provider of urban gardening kits that emphasizes social & community interaction to young adult residents of Austin, TX who want to enjoy the social and nutritional benefits of gardening in an era of decreased personal connection.

Strengths

rces ney, resou o m , y rg e rns on en High retu ponent ocial com s d te ra g Inte tivity munity ac m o /c le b charita Outlet for programs ucational d e d e it d Accre

Weakne sses

Some k its are e xpensiv e to sta Limited rt produc t line in itially Limited deliver y area f Perisha or large ble pro r kits duct/u npredic table d emand

Opportunities No one else markets to millennials Drought increasing retail cost of produce Increased interest in health & nutrition

YUJI—ORIGINALLY URBAN GARDENS TO-GO—provides complete microfarming kits, supplies, home delivery & installation, as well as ongoing professional support, online and in-class educational opportunities, and integrated mobile apps. Yuji has everything an urban gardener might need to make gardening in small spaces easy, convenient & fun for both nature-loving newbies & seasoned professionals.

Threats benefits s of gardening es en ar aw of Lack l issues environmenta in st re te in of Lack pertise exity/lack of ex pl m co ed iv ce Per vestment) e (front-end in ns pe ex ed iv Perce

Demand for food-chain transparency

PLANNING • BRAND PROFILE

3

Advanced irrigation technology

Online Video

Active social component

Online & classroom education

On-site installs

r i l la Guer keting Mar

58% look for online content first

Values higher education

advanced

Socially active but physically isolated

UG2G

MEDIA MIX

Integrated mobile & web applications

Millenials are more likely to become loyal customers if a brand engages with them on social networks.

active

NO YES

62%

38%

social interaction MINIFARM BOX

Extreme smartphone/ mobile app user

Both indoor & outdoor options

Who else offers it?

No others 1 other 2 others

COMPETITIVE ADVANTAGES

INFARM

growing

BRANDSCAPE

use the internet for purchases

methods

the urban

Social Media

93%

EARTH BOX

traditional

BRAND SPACE

62%

rent, rather than own, a home or apartment

1 IN 2

say it is very important

s population 35%vs.of27Austin’ 2say INit is5important of the US overall %

VOICE & TONE

direct

Because studies show Millennials tend to be... suspicious of traditional advertising

4

authentic market-savvy

about their options & purchasing power

THE URBAN BRANDSCAPE • PLANNING

humorous optimistic

about the future in general

2

Consider ‘environment’ the most important civic issue they face

nd

passive

or fairly important

that brands give back to society.

TARGET AUDIENCE

College educated men & women, ages 21-35 (Millennials1) 1 According to Pew Research Center March 2013 Current Population Survey, the Millennial Generation is comprised of adults born after 1980.

competitors MINI FARM BOX Products are 100% renewable cedar No indoor options

Promotes social interaction

Compact system

Provides food donation service

Offers educational resources

Integrated mobile applications

Provides seeds and supplies

Offers seed & supply subscription

Custom designs available

Advanced water-efficient irrigation Installation service in LA area

Differentiation

Urban Gardens To Go

Similarities to the Competition

Indoor and outdoor options Brick & mortar and online stores Offers food preservation supplies DIY version is easy/cheap

Need special seeds & growth media Most items require custom quote Indoor-only options Technologically sophisticated PLANNING • COMPETITORS

5

narrative You step onto your balcony, snap a pic of your overflowing vegetable garden and wait for your phone to register what’s on the menu tonight.

You check your phone again, find a neighbor willing to swap some arugula for a few cucumbers, and thirty minutes later the two of you sit down to a dinner the two of you created from seed to plate.

He’s so impressed, you realize you may #NeverEatAlone again.

6

PAGE • SECTION

Image: Dollar Photo Club

Your mouth waters as you grab a warm, ripe tomato, pull a handful of crisp lettuce & dig your fingers into a box of soft, cool earth for a tangy yellow onion. Who knew a few online tutorials could turn a black thumb so deliciously green?

brand name CRITERIA

URBAN GARDENS TO GO

YUJI

Not particularly special,

Unique noun with depth, style

interesting or memorable.

and brevity

Too many words; will invariably

Short, nickname resistant, just

be shortened to ‘Urban

like top 25 Millennial brand

Gardens’ or ‘UG2G.’

favorites (Moosylvania, 2015).

DISTINCTIVENESS

BREVITY

APPROPRIATENESS

EASY TO SPELL/SAY

LIKEABILITY

Literal—suggests ‘fast food’ of city farms.

Phonetic form of Urban Garden acronym (UG), foundation of the Japanese word for friend.

Easy to spell, but a mouthful at

Easily to say, hard to

7 syllables. Awkward triptych

mispronounce, rolls naturally

at the end.

off the tongue.

Suggests ‘fast food’ —an

Simple, friendly and

increasingly unpopular dietary

lighthearted. It’s layered in

choice (Miller, 2014).

meaning and fun to say.

IN THE COURSE OF DEVELOPING the brand’s strategy, a disconnect emerged between the original name and its growing voice & tone. As voice & tone are driven by the audience, and the audience is determined through strategic differentiation, it made more sense to change the name than to redirect the entire strategy.

At left, each option is weighed against Marty Neumeier’s ‘7 Criteria for a Good Name (2006)’ to find the best match for the brand.

Urban Gardens To Go gets shortened to

UG2G or even

UG

Yuji Japanese for

‘friend’ PLANNING • BRAND NAME

7

planting [ BRAND DEVELOPMENT ]

philosophy YUJI IS ALL ABOUT GROWTH, and not just the plants & trees kind. The benefits of gardening go way beyond physical health and enjoyment—it’s a great opportunity for social, spiritual and intellectual growth, too.

The ancient art of farming—on any scale— involves observing and understanding nature, coaxing sustenance from the land, and inviting loved ones to share in a bountiful harvest. Yuji’s philosophy encourages the growth of the whole person, as well as their home and their community.

Social Growth by making new friends through co-op connections & social media networks.

Physical Growth

Spiritual Growth

Intellectual Growth

through the enjoyment & nutritional benefits of fresh, home-grown fruit & veggies.

through the fundamental experience of coaxing food from the earth, and by sharing the surplus to feed disadvantaged families.

through accredited educational programs, free tutorials & the sharing of information and experiences between Yuji users.

PLANTING • PHILOSOPHY

9

voice & tone

THREE KEY PSYCHOGRAPHIC FACTORS of this audience are advanced marketing savvy, high levels of optimism, and a marked lack of social trust. Millennials know when they’re being marketed to and resent any attempt at pandering or manipulation (Castillo, 2015). They respond to simplicity, authenticity & humor, and usually share valuable content online (Elite Daily, 2015).

Every communication tells a story with warmth, optimism and authenticity. It’s candid & charming—never pushy or preachy.

It strives to tell the truth even when the truth is ugly, because the audience prides itself on knowing when they’re being lied to.

THE BOTTOM LINE? Whatever it is, it can’t sound like a sales pitch.

10

VOICE & TONE • PLANTING

moodboards Dynamic

Static

Snap the QR code or visit https://youtu.be/zetesePvnRE view the dynamic mood board.

PLANTING • MOOD BOARDS

11

colors THE YUJI COLOR PALETTE has been carefully chosen to emphasize optimism, simplicity and authenticity. Cheerful orange suggests convenience and familiarity, communicating the seamless ease with which Yuji fits into a busy young life. Green is a fast, clear indicator of growth and green practices, blue inspires trust and comfort, and soft yellow accents convey economy without sacrificing quality.

12

COLORS • PLANTING

typography Neris Semi-bold AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890&()!?;,.

NERIS IS A CLEAN, BOLD TYPEFACE with curved edges & a quirky, uncomplicated personality that invites the viewer to engage in an authentic and friendly conversation.

Its large family provides lots of flexibility, but text will be mainly set in ‘thin’ for body copy and ‘semi-bold’ for headlines & titles.

Nexa Rust Script provides a modern accent for subheads and call-outs, communicating openness and approachability

Nexa Rust Script Aa B b CcD d Ee Ff GgHhIiJjK kLl M m N n OoPpQqRr Ss Tt UuVvWw Xx YyZz 1 234567890&()!?:;,.

Neris Thin AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890&()!?;,.

PLANTING • TYPOGRAPHY

13

imagery VECTOR ILLUSTRATIONS & ARTFUL photographs of fruits and vegetables complement candid photographs of young people enjoying fresh fruits & vegetables, gardening, and one another’s company.

Isolated, posed images should be avoided, as they tend to telegraph phoniness.

shapes & icons

14

IMAGERY • PLANTING

An image of a balcony against Austin’s skyline features often in Yuji marketing materials, setting a sunny visual tone and anchoring the brand firmly to its local roots.

PLANTING • IMAGERY

15

logo development Concept & Sketches

16

LOGO DEVELOPMENT • PLANTING

logo development Vector Refinement

PLANTING • LOGO DEVELOPMENT

17

survey

1. Based on the logos, what kind of products or services might this company offer?

Plant Based Products // stor[sic] selling plants // Gardening, organic products, health drinks // plants // Social Gardening // yogurt // Garden or Tree // Plant nursery // gardening, organic, green // Plants or possibly frozen yogurt // Natural or plant based products // fruit juice, gardening products or something along those lines // plant, produce or health products // Planting or gardening

2. Do any of the logos above remind you of an existing company, product or service?

18

SURVEY • PLANTING

3. Which logos do you find most interesting (e.g., you´d check out the website)?

survey 4. Which of these logos is most memorable?

7. If these logos were people, which ones look most honest & sincere?

5. If these logos were people, which ones would seem most friendly?

8. Which logos best indicate urban or indoor gardening?

6. Which logos make you think the product or service is easy to use?

9. Which logos seem most likely to include social or community activity?

10. Yuji markets contemporary, affordable urban gardening kits with a virtual co—op & social networking app. What other elements would you want or expect to see in a logo for this company?

Maybe the standard shape of a home.

Simple lines indicating walls and a roof with leaf art in the middle? // Green is a biggie. Leaves and stems definitely a plus-garden tools or app image would also help. // Logos 1, 2, and 4 are to me, the most effective. I think it is because of the curvilinear ascenders and descenders allude to leaf shapes. I'm not a big fan of the flower pot in logo 4 but I do like the dots of the i and j in orange as they suggest people or people socializing. I think when the logo is seen in context, you won't need to add any additional elements. If it ever is hanging out on its own, I imagine there would be a tagline involved? Even so, I believe you have an interesting enough logo (even with just the name itself!) to spark further investigation. :) // now that I know what it is all the logos make sense I would include more of the potted plant thing but I still think the 3rd logo is the best. // Not sure. // brown // Maybe more plant features. // maybe tools for gardening

SURVEY • PLANTING

19

final logo BASED ON SURVEY RESULTS, design 5 seemed to best communicate the brand’s product, personality, & purpose. It tested as the most honest, friendly, sincere, easy to use, and interesting. It was also the best indicator of a social element.

The shape containing the word mark works as both a leaf and a speech balloon, fusing the physical and social growth aspects of the tagline ‘grow together’.

The typography was changed to increase readability and better embody the friendly nature of the brand. The ‘y’ now seems to smile, while the ‘j’ and ‘i’ both feel more like a couple of friends hanging out.

The standard version includes the tagline ‘grow together’ in a lockup, but the logo may also be used without it when necessary. full color

20

FINAL LOGO • PLANTING

full color reverse

full color

animated

full color reverse

one color

one color full color

one color reverse

one color reverse full color reverse

black & white

black & white reverse

greyscale

full color

full color reverse

black & white

b & w reverse

black & white

black & white reverse

greyscale

greyscale reverse

black & white one color

greyscale

one color

greyscale reverse black & white reverse one color reverse

greyscale

greyscale reverse

Snap the QR code or visit https://youtu.be/CrNpjhSJwko view the animated logo.

PLANTING • FINAL LOGO

21

logo usage AS A BRAND, YUJI UNDERSTANDS no two people, situations or logos are exactly the same, so there aren’t too many hard and fast rules. Except where the logo is concerned.

The Yuji logo should be treated as a valued colleague—it comes to work every day and does its job, so it should be treated with the same respect as any coworker.

1

2

4

5

3

6

GRAND OPENING!!!

Below are some guidelines (okay, yeah— these are rules) about how to work with the logo and some things to avoid:

7

1. Yuji’s font is its face—it’s typeface. And switching faces is only acceptable for wristwatches and John Woo movies.

22

LOGO USAGE • PLANTING

4. & 5. Squeezing is for hugs and stretching is for yoga. Please don’t hurt the logo.

2. We had a lot of meetings getting our logo colors exactly right, so we’re really, really sure we like them the way they are.

6. We know it’s fun to scrawl on the face of a buddy passed out from too many Flaming Lemon Drops, but our logo doesn’t deserve that. It’s not even old enough to drink.

3. (We can’t talk without our speech leaf.)

7. Just...no. Please don’t do that.

clear space EVERYONE NEEDS AIR TO BREATHE, and the Yuji logo is no different. As a living, dynamic and important part of the Yuji brand, it needs space to breathe and grow. It should never be boxed in or typed over—leave a little air (specifically one dot’s worth) around the edges. This not only keeps the Yuji logo from suffocating under other elements, it will also allow the brand to shine.

PLANTING • CLEAR SPACE

23

growth [ A P P L I C AT I O N S ]

editorial Editorial layouts concentrate the heaviest elements at the bottom, always leaving room to grow at the top. Copy, like plants, is given lots of light and room to breathe.

Geometric shapes and vertical lines are softened by organic curves and broken up with surprising shapes to add visual interest.

Images are composed with social media in mind; squares that can be easily shared on Instagram, content tagged for Pinterest and images optimized for Facebook.

GROWTH • EDITORIAL

25

stationery

26

STATIONERY • GROWTH

packaging

front

PACKAGING FOCUSES ON PHYSICAL growth & enjoyment aspect by mimicking takeout containers with miniature garden tools that look like forks, knives and spoons.

Seedlings are shipped in spillproof to-go cups.

Seedlings will be delivered in plastic bottles or lidded cups, seeds in condiment containers and starter clippings in takeout containers.

back

Potting soil & fertilizer arrive in portioncontrolled coffee bags.

GROWTH • PACKAGING

27

uniforms Yuji’s smiling delivery personnel are always dressed neatly in Anjou green polos and caps paired with khaki or brown slacks.

The aprons worn by Yuji installers and garden gurus help emphasize the ‘food’ aspect of gardening, as opposed to coveralls, which look a lot more like dirty work.

28

UNIFORMS • GROWTH

fleet

GROWTH • FLEET

29

harvest [ MEDIA MIX ]

smart phone app THE APP IS MORE THAN A TOOL; it’s the gardener’s portal to social interaction, information, and Yuji’s patented readinessreader, which monitors ripeness. They can opt to swap or donate, learn how to improve quality and yield, or simply ask the meal planner, “What’s for dinner?”

Is it possible to have a Yuji garden without the app? Absolutely, but its features, functionality and integration are what make the Yuji experience truly unique.

HARVEST • SMART PHONE APP

31

video series MILLENNIALS ARE HUGE CONSUMERS of native video content, but the percentage tuning into network television is dropping steadily. Online streaming services like Netflix and Hulu are preferred for original programming, while YouTube and Vimeo are highly rated for other short form content. It’s a powerful platform for visual demonstration of Yuji’s four growth components.

1

5

2

6

Subsequent installments will diverge where the onscreen user chooses an action from the ‘What’s Up?’ screen (fig.4). In other versions ‘Eat’ will demonstrate physical growth by exploring recipes & meal-planning functions, ‘Donate’ will show how to donate surplus via the ‘Community Table’ screen, and ‘Learn’ will connect with the app’s Learning Center.

3

7

Snap the QR code or visit https://youtu.be/zetesePvnRE view #NeverEatAlone..

4

8

#NeverEatAlone is the first in a series illustrating the four types of growth in Yuji’s philosophy. This one touches on social growth, as Julie meets up with Keith to swap some leftover tomatoes. The merging of their profile pictures suggests a new friendship.

32

VIDEO SERIES • HARVEST

website A SIMPLE ONE-PAGE WEBSITE with an entertaining blog detailing the adventures of Yuji gardeners will touch on the intellectual growth aspect of Yuji’s philosophy. Studies show 1 in 3 Millennials select blogs as influential in their consumer habits—30% more than television or radio.

Yujigarden.com will exist mainly to host the Yuji Adventures blog, which will feature gardening hacks, plans & designs, reader stories, videos and other dynamic content that centers on social, physical, intellectual and spiritual growth.

HARVEST • WEBSITE

33

social media ONE SURVEY FOUND 62% MORE Millennials are likely to become a loyal customer if a brand engages them on social networks. Social media channels were made for the #humblebrag. If the target audience is raising beautiful vegetables on their own balconies, they’re certainly going to Instagram the #foodporn that results from their #tinygarden. It’s not enough to care about the earth—to make a difference, you actually have to #growapear.

34

SOCIAL MEDIA • HARVEST

unique promotional item FROM NITROGEN-BREWED COFFEE to artisanal beer, Millennials make it clear they like their beverages unique, handcrafted and, well…fancy. Yuji infusion kits encourage users to grow, create and share fruit & vegetable based Yuji infusion recipes or invent new, twisted concoctions. Each kit is branded with the Yuji logo and a playful hashtag and contains an infusion insert, recipe and a small seed packet. The card also invites the user to visit the website for more recipes—infused oils, liqueurs, teas and refreshers, all from Yuji fruits and vegetables.

guerrilla campaign THE PHYSICALITY AND NOVELTY of

fresh produce, illustrating how out of reach

guerrilla marketing is a great fit for Yuji’s story.

healthy food is for some urban families. The

Since the target audience is concentrated in

prices of fruits and vegetables will be raised to

one area, there are many opportunities to

account for income disparity, transportation,

engage through local cafes & retail outlets.

average family size & spoilage.

Yuji will partner with locally-owned food

At restaurants, dishes with fresh, locally-

retailers and restaurants to mark up prices on

grown produce will be marked up accordingly.

The goal is to produce sticker shock by claiming outrageous prices for healthy produce. Retail displays will explain the campaign and offer the option to donate money, food or Yuji kits. Staff and menus at restaurants will serve the same purpose, allowing patrons to donate money, or to sign up to become a Yuji donor.

HARVEST • UPI & GUERRILLA CAMPAIGN

35

future growth THE CURRENT YUJI CAMPAIGN has been created to grow with the brand as it moves beyond the bounds of Austin, Texas.

Product lines will grow to include new kits and new products, like the infusion bottles currently being offered as a UPI. Yuji’s next campaign will focus on endorsement opportunities with online media celebrities like Instagram’s Jadah Doll or Yoga Girl, leveraging their wholesome, sunny personalities to bring Yuji’s goodness to another layer of our demographic.

As its audience expands, Yuji will carefully venture into new media outlets, always with the intention of sharing its story, never using a hard sell. As more and more of our target audience ‘cuts the cord’ on traditional cable television, we’ll examine opportunities with streaming services like Hulu and Netflix.

36

FUTURE GROWTH • HARVEST

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HARVEST • REFERENCES

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