ESSENTIALLY

Story / About Essentially

After the birth of her second child Ellie found herself eating and drinking a lot of
junk food and decided it was time for a big change. Ellie embarked on a journey of
eating more fresh, natural and green food. She also decided to stop drinking
alcohol. However, she found there was a lack of really healthy drinks that also felt
special and a treat. She wanted an alternative to drink at parties. She teamed up
with a nutritionalist Jamie, and together they created a range of juice drinks
called Essentially. Using natural ingredients and plant extracts and essences the
range now has f lavours such as:

Lavendar dew
Vanilla surprise
Citrus dance
Almond fizz
Berry bubbles

Logo brief:
The logo needs to ref lect the natural qualities with a very high end look. The logo
also needs to be able to work well on packaging. It would be great if the logo was
adaptable for the different f lavours but keeping a main brand logo visible.

Target market:
The target market are people looking for a natural and healthy alternative to
alcoholic drinks. Although this could be a breakfast drink it will mainly be focused
for the dinner party / party celebration market. Although not exclusiviely the age
range is probably 40+ with a mid-high income level.

Brand values:
Some key words to describe the brand:

Natural
Luxurious
Healthy
Decadent
Rich (f lavours)
Sophisticated
Refined

* This is a totally made up business for the purposes of Faye Brown’s Skillshare class.
BRAND QUESTIONNAIRE - ESSENTIALLY

Please describe your business is 1-2 sentences?

A juice drink to awaken your senses. Essentially uses plant extracts in a range of
exciting and healthy juice drinks.

Would you say your services are budget friendly, middle of the road or high end?
High End

What 3 words best describe your business (this is the more touchy feely stuff)
Natural, refreshing and luxury

What are your favourite brands and why?

Aston Martin - stylish, quality, wow factor
Chanel - classic style

What would you like your clients to say about your business?
“I was looking for a non alcoholic alternative that felt like a real treat with
sensational taste. I love every f lavour of Essentially drinks and knowing they are
also good for me in a real bonus”

Where will you advertise your business?

Word of mouth / instagram more than facebook / food and drink events / news
coverage

Where do you see your business in...

1 year
Essentially will be seen as the go to non alcoholic drink for parties and special
occasion

5 years
The range may branch into other areas of food / canopes so although we are
focusing on drinks at the moment there needs to be scope to extend the brand

10 years
Available in every supermarket. A book with recipes.

Who is your ideal client / your ideal project?

Tamsin and George are both fitness instructors with a massive online following.
They live in a big house overlooking the sea and regularly hold parties. They drink
Essentially every morning and also have a stock in their cellar ready for party
evenings with friends.

What is your brand name and strapline (if applicable)?

Essentially - awaken your senses