San Francisco, CA
Lunar Design Creates Success from Simplicity
Ayala’s Herbal Water to Incorporate Lunar Design Brand Identity, Creative Strategy in Targeting Boomer Market
San Francisco, CA – September 2007 – Lunar Design, a firm at the forefront of strategic creativity announces its success in developing a targeted brand identity for Ayala’s Herbal Water. Ayala’s Herbal Water is a premium beverage created for the health and wellness-conscious market. It will incorporate the “Zero is good” brand strategy designed by Lunar in its campaign to reach a targeted audience, one that is often over looked in the current market.
The founders of Ayala’s Herbal Water came to Lunar for a label design and left with a fully developed company identity. Lunar’s goal was to realize a creative product branding campaign, establishing a unified brand through both the application of aesthetic principles and an understanding of consumer psychology. In a market oversaturated with bottled water products such as VitaminWater and Sobe LifeWater, Lunar met the challenge of setting Ayala’s apart while connecting on a personal level with the sophisticated target market of health conscious adults who are not inclined to choose a sugar water targeted to a more youth oriented “energy” market.
The package design and brand identity created by Lunar is organic and up-to-date, tapping the contemporary baby boomer’s enthusiasm for healthy living. The firm created a vibrant label which incorporates artwork that evokes the established artistic talent of the company’s co-founder and namesake, Ayala, alongside the nutritional information. Lunar’s unique solution was to combine the tactile, visual, and sensual elements of Ayala’s creativity with a practical application in the healthy lifestyle market, creating a luscious product package with authentic motivations for purchase by a discerning consumer.
Each aspect of the product’s brand, from the website to label font, was vetted through conscientious examination of the cultured, health-conscious consumer’s psychology. A hand-drawn typeface suggested the hand of the creator, while the establishment of a unique color scheme and herb illustration for each flavor created a sense of individual personality for the herbal water blends. Bright, colorful brush strokes wrap around the bottle with a depiction of each flavor’s herbal infusion.
Lunar also developed a product tagline in conjunction with the brand identity, “Zero is good,” expressing the absolute purity of the Ayala’s brand. The “zero” effect is a direct response to the target consumer’s yearning for simple, tried and true, authentic products. The firm contributed to the accompanying Ayala’s website themes as well, utilizing white space and straightforward navigation to create continuity with the brand identity.
“Through Lunar’s unique design methodology, we were able to discern and emphasize those qualities that are most valued by the over-40 consumer. This is a demographic that cannot be seduced by packaging alone; rather, they look for substance, honesty, facts that they can then use to make an informed decision about their lifestyle choices,” said Lunar Design founder Jeff Smith.
“In creating this product, the expression of Ayala’s identity was of utmost importance,” said Albert Cahana, founder of Ayala Herbal Water. “Our collaboration with Lunar Design has resulted in the birth of that identity. Through Lunar’s creative research strategy, we were able to achieve a profound understanding of the aesthetic and philosophical forces which drive the market.”
About Lunar Design
Lunar creates winning consumer, technology and medical products that make a difference to its clients’ stakeholders, brands and markets. With a portfolio of highly successful products that have generated tens of billions of dollars in sales, Lunar has consistently held a spot among the top 5 award-winning industrial design firms for the last 10 years, according to Business Week magazine. Founded in 1984, Lunar provides full-service product development with offices in Palo Alto, San Francisco, and Hong Kong. Lunar’s current and past clients include Apple Computer, Cisco Systems, Hewlett-Packard, Microsoft Corporation, Motorola, Philips, Oral-B, Palm, Pepsi, and Sony.
For press information contact:
Amy Cunha
amy@bigpicpr.com
415-626-3333
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