Welsh Mocha HARRISON CABLE Design 1 Strengths This

Welsh Mocha HARRISON CABLE

Design 1 Strengths: This design is simplistic and effective, it connotes the notion of a coffee shop, the brief states the desire for the brand to be ‘simple’ this meets this demand as the efficiency is high as instantly the target audience of 40+ year olds will know the brand name and type of company instantly. Weaknesses: The dynamic of the image could meet more demands of the environment, in the essence of incorporating the protection of the environment. Therefore this may result in the TA of ‘Welsh Mocha’ not being pleased by this important message not being portrayed to them from this brand. Opportunities: The use of a simplistic design allows cross convergence to be instituted, we know the desire for the brand image to be put on the T-Shirts but also there is opportunity to combine the brand image with social media, advertising, websites etc. Threats: Competitors aren’t converging the brand design with T-Shirts especially giving them out as souvenirs for customers. We can also be cutting of one sector of the Welsh community in the essence of not including the protection of the environment.

Design 2 Strengths: Within the audience brief, we gather the impression that the demand to socialise, relax in a coffee shop is high, therefore in this design we stray away from the simplistic concept of informing the audience of the company type, we focus on the audience psychographics. The books, connote the relaxation essence and the cover including coffee beans will (although not primary) inform the consumer on the company. Weaknesses: This design is less simplistic, and takes more perceptual load to interpret the design, this may make the convergence from brand to T-Shirt to be harder and less effective, this can in turn lead to marketing programmes being harder to execute. Opportunities: We can use the books to drive forward a marketing campaign to highlight the socialising and relaxation ideologies of Welsh Mocha, connoting to the consumer that this coffee shop is a vibrant, relaxing place. Threats: The design being less simplistic could be more confusing for the target audience, making that remembrance of the brand to be less inconic and easier to forget. This can make the loyalty of the coffee shop being lower as it will be easier to forget the brand.

Design 3 Strengths: This is the only design that incorporates the company's desire to share their ideologies of environment protection, I also included other notions that became apparent were important to Welsh Mocha, for example the relaxation in the books and also the coffee cup to tell consumers about the company type. Weaknesses: This design is a combination of the previous two, inevitably this comes with a element of confusion, lots of small elements to this design are used, therefore this doesn’t meet the brief of simplicity. Making T-Shirt prints harder to do, and synergising other marketing campaigns more confusing. Opportunities: We can draw upon this notion of environment protection in marketing campaigns, this increases our target audience as the psychographics of environment protection will please many people in Wales. Threats: Competitors will use simplistic designs this will make it more memorable for consumers in the Welsh geographic, therefore the brand loyalty to Welsh Mocha will be lower than competitors, ultimately resulting in less sales and less profit.

Final Choice In my opinion this design is the most effective and suited to Welsh Mocha, this is because the requirement for the design to be simple is high, therefore the company can use cross-convergence to market the brand, therefore with this simple design it will be memorable for Welsh consumers and easy to interpret. The use of the brand name high and bold is efficient as it will inform the consumer on the brand name. Then the large coffee cup is effective as it will instantly connote to the consumer that this brand is a coffee shop. Also I believe the steam infers the warm and welcoming notion to the coffee shop, something that is vital to the brand reputation.