OUGD602: DBA - Brainstorming & Initial Development

Concept: 

Brainstorming an initial concept we felt this had to be the strongest aspect of the brief, to creatively reposition the subject into an ideology its core consumers with proudly engage with. Playing with different ideas I felt it was important to find a new means of delivering these nootropics besides these tablet forms, as this creates negative connotations that will scare a large percentage of any potential audience. Taking this ideology further, it became important to find a means of adopting these nootropics into the users daily life with minimal effort and slip it into an existing routine therefore making it easier to keep up with. My eureka moment came when I suggested placing the nootropics within coffee granules to create a nootropics infused drink. This was positively received by the group with Lo having similar ideas, this concept works with the universally popular drink, coffee which provides natural caffeine therefore doesn't need to be provided within the nootropic and slips into the users daily schedule almost perfectly, having a cup of nootropics infused coffee in the morning can set them up for the day provided added brain function for school, work etc. 

Research: 

When generating further research into this concept we found it had already been done by several companies, and branded to a high standard. The infused nootropics coffee has already been done in both pre-mixed liquid drinks as seen below with the Hackers Brew product which is executed to an extremely high standard and in granuled form to make at home in the Kimera Coffee which uses high quality coffee as its base ingredient ensuring the overall quality of the product is strong. 

New Direction: 

With the coffee market already tapped into we decided to work around this idea in the hope of creating a more innovative solution to the brief. We really liked the concept of a drink as it will present a significant increate in adoption rates of the product being so easy to attribute to an exiting routine we  also wanted point of difference for our product. We chose tea as an alternative to this as it creates a significant marketplace within Britain, is universally popular, and is considered professional so can be used in the workplace. 

Creating a concept for the tea campaign, we chose a theme of greek gods to symbolise the pinnacle of  knowledge, strength, and humanity and would act as a good connotation of how the product can improve the users life. From this we created 3 blends a breakfast, green, and camomile tea, to suit different moods all enriched with organic nootropics to fit the clean organic nature of tea. 

Audience: 

The audience for the brand is a luxury market, fitting the 30-50 category. The product is sold as loose leaf tea to show we don't hide anything from the consumer and ensure all the products are natural. The marketplace is stores like M&S, Waitrose, and Selfridges to attract these premium consumers. The main benefits users will aim to get out of the product are consumers that are just starting to feel older physically and need that little extra boost to feel as vibrant as they always have. We feel there is a valid market for nootropics for this consumer and will create a point of difference within the response to the brief.