Page 22 - Eve McCabe

BRAND ESSENCE AND TRADEMARK DEVELOPMENT

MARKET UPDATE FOR AROMA ROOM HANDHELD VACUUM

INTRODUCTION

This project is developing a new brand essence and trademark for the Handheld Vacuum
from the brand ‘AroumaRoom’. It is the chosen product for the Market Update project.

This new branding coincides with the market update project to re-evaluate, refine and

design modifications to refresh the design of the handheld product.

This project will define the current core brand essence, shortlist names and make

recommendations. The final Brand Identity will include the rationale for the new trademark

and typography.

CONCEPT DESCRIPTION

The typography for the ‘Smart Room Vacuum’ has gone to a neater font, to make the
brand essence more structured. The capital letters are still loose and flowy to emmulate the

air flow of the vacuum product. There are no edges in the font to make it smooth, again

making the look of the trademark flow.

TARGET AUDIENCE

The target user for this product is an energetic, motivated and creative person. They like to
be neat and tidy, which this product can efficiently and convieniently help with. The

ergonomic and portable product suits their flexible and designed lifestyle and home.

PROCESS