Brand Proposal

Brand Research Values - What If?

Crayola at its core believes in the “What If?” We believe that “What if?” is the greatest question in the
As a way to innovate for the next generation of world, a question that makes the impossible permissible.  It’s
“Crayolians”. also a question that helps “Crayolians” think more like kids – our
#1 consumer.
Crayola sells nearly 3,000,000,000 crayons
each year. It’s no surprise that Crayola is the At Crayola, our purpose is to help parents and educators
number one crayon in the world. raise creatively-alive kids.  We want to help kids ask those “what
if?” questions that keep them curious.
With this brand proposal, I hope to open the
eyes of creators at Crayola and see that there’s
a new market to be captured with a fun edible
product.

So, our goal is to free the “What If?” questions in kids’ minds,
how do we do that?

- First, by believing that we can help unleash the originality

in every child. 
- Second, by offering tools that inspire kids to express what
they’re thinking.
- Finally, in order to create products that will help kids free
their “what if?” questions, Crayolians need to be kid-inspired.
Brand Proposal Company Mission , Personality and Promise Statment

Company Mission To help parents and educators raise creatively-alive kids to new creative highs
and the company is dedicated to advancing diversity and inclusion through our
products, our people, and by inspiring creativity and self-expression for children
and adults around the world.

Brand Personality Youthful, Fun, Unleashing, Nurturing and Imagination

Brand Promise Statement “Inspiring Creativity and Imagination One Crayon at a Time”
Brand Analysis Strengths, weaknesses and opportunities

Strengths With Crayola being such a well-known brand one of the many marketing tools
working for them is word of mouth. Crayola produces nearly 3 billion crayons
each year, an average of twelve million daily. That’s enough to circle the globe 6
times
Crayola’s iconic 24-count pack of crayons is currently (fall 2021) the No. 1 selling
unit in all of retail sales, except for groceries. With such a large number of sales
of the 24-count pack of crayons, it makes a packaging that almost all parents will
recognize.

Weaknesses Crayola makes a lot of its sales during back-to-school season. “45% of Crayola’s
annual sales occur during the back-to-school shopping season.“ This large sale
percentage during September is great, but creates a sale gap during the rest of
the year.

Opportunities Having Crayola Edible Crayons in the fruit snacks aisle would create a way for
Crayola to have a more consistent business year-round.
Fruit Snack Market Analysis
U.S. Fruit Snacks Market
Size, by Product 2020-2030 (USD Billion)
www.grandviewresearch.com
3.9B
3.7B
The COVID-19 pandemic led to a significant shift in eating
habits, with most consumers eating for comfort as much as
nutrition. Fruit snack sales increased in many parts of the globe, as
stay-at-home consumers were looking for indulgent treats.
According to a poll published in a report on Processed Fruit
Snacks by Action on Sugar in September 2020, families with kids
snacked more frequently. 7 out of 10 families (70%) with children
under five years of age reported snacking at home, which was more
than twice as often as those with no children.
Fruit Snack Market Growth
6.4%
U.S. Market CAGR
2023-2030
People are willing to spend more on quality fruit snacks with
natural and authentic ingredients. Increased health consciousness,
rising demand for organic and natural products, and the convenience
of pre-packaged snacks are driving the demand for fruit snacks in
countries such as the U.S. Many fruit snacks are marketed specifically
to children, with colorful packaging and fun shapes and flavors that
appeal to younger consumers.
Fruit Snack Market Analysis Distribution Channel

U.S. Fruit Snacks Market $14.7B

Share, by Distribution Channel 2022 (%) Global Market Size
www.grandviewresearch.com
2022

Supermarkets & Hypermarkets Convenience Stores Online Others

The supermarkets & hypermarkets segment held the largest Brick-and-mortar stores remain a preferred choice of
share of 39.23% in 2022. The availability of an in-store associate/ customers to purchase food and beverage products. Product demand
expert, assistance on product specifications, and the consumer through this distribution channel is expected to remain stable over the
being able to physically examine the product are some of the factors forecast period.
popularizing the sales of fruit snacks through the retail channel. This
can provide a way for the customers to look at the new crayons
and we what they are made of.
Brand Positioning Proposals
Eat & Play Proposal
Creatively Healthy Proposal
The “Eat & Play” positioning proposal is a way to reach
the customer and explain what edible crayon really means.
With this proposal, we hope to educate the parents on
why edible crayons are a healthly and fun alternative to
traditional crayons and fruit snacks.
“Creatively Healthy” leans into the trends of the fruit market
industry with a focus on healthy ingredients for kids &
pushing the message to parents.
Logo Design

The goal of the new logo was to create a

fun and playful design that would draw the
attention of the customer and make them ask
the question...

“Why is Crayola
in the fruit snack aisle?”

By making the customer ask this question will

draw them into the product and they start to
understand the vision behide it.

Acumin Variable Concept

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Omnes Bold & Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Crayola Merch Mockup
Crayola Delivery
Truck Mockup
Edible Crayons
Package Design
“Eat & Play”

“Eat & Play” pushes the idea of

the edible crayon by educating the
customer on information like:
Made from beeswax, colors are
from a real source, and that the
crayon is a juice filled center.
“Eat & Play”
Sign/ Billboard
Mockup
Edible Crayons
Package Design
“Creatively Healthy”

“Creatively Healthy” Focus on the

nutrition of the edible crayons by
showcasing “No Added Sugar”
and other nutrition facts; but
also by advertising that presents
nutritional facts in the form of
signage and billboards.
“Creatively Healthy”
Sign/ Billboard
Mockup
Marketing Materials
Marketing Materials
Thank You!