Goofing off with a new label design for Blackfire

Revision -6- New Design with ideas from both EclecTech and DLB.

Note: Going for a 'sinster' look. Label would likely be satin black with the BLACKFIRE font and the water beads being 'glossed' and perhaps raised.

bf4.jpg


Revision 7- Different water beading effect, more sparkely.

bf6.jpg


Revision 8- Added 'diamond' holograms on top of the water beads. The effect is very subtle.

bf5.jpg


Revision 9 - Cleaned up revision 8 (Thinned lines, moved text, gave the background a slight gray to feel more stain, changed colors around 'BLACK' to better match the water beads, cleaned up the diamond texture on water beads)


bf6a.jpg


Revision 10 - Cleaned up revision 9 with white fount


bf6b.jpg
 
Whatever you decide I suggest you print 4-5 and put them on bottles as mock-ups. Then put them on a shelf and stand back 4-5 feet to view them. Also - it would be best to get feedback from people not totally familiar with the brand to look at them on the shelf. Ask them what they see first, and what they think the product is.

While the black label looks cool on a computer screen my concern is it will disappear into the black bottle and not give you the shelf visibility you want from a few feet away. The best thing to do is mock up a few and see for yourself.
 
Off topic. But Todd I believe I saw that orange gallardo you did the Bella firma detail on last night on las olas (I'm in ft. Lauerdale for a few days). DId that customer live in ft. Lauderdale area? Orange gallardo with the gfg wheels I think they were.
 
I like MBFan's idea of mocking up the shortlisted ones and throw them on a shelf to evaluate the effectiveness of each one. They will all look slightly different on the bottles. I'm not much help because I like all of the designs!
 
Here's another thought, if you want the label to really "pop" consider having a portion of the label printed in foil (perhaps "Blackfire"). It is a bit more expensive but really adds to the visibility and quality impression.
 
MB Fan said:
Past time to ask the most important question, "Who is your target consumer?"

My thought: your prime target is the professional detailer, your strategic target is the car enthusiast who details their own cars, and finally everyone else who tinkers with their cars and likes to have them look good.

Design your label to zero in on your prime target without offending the strategic target. The reason you need to consider both is that the prime target group is relatively small - even if you get them all using Blackfire its probably not enough to build your business, so you need to have market share among the strategic target, the enthusiasts. These two groups together are big enough to build a good business.

Understanding who your target is should help you decide how to communicate with them. Net, does your prime target understand a picture of a beautiful exotic car? Do they make a connection between the picture and the product? I would think so. Would this offend the strategic target? I doubt it. In fact, even if I don't know this is an extremely rare car I still have an aspirational connection to it.

The key with all your communication - be it words or pictures - is you want to develop an emotional bond with your consumer. Pictures done well help deliver an emotional bond at a different level than words alone. That's why the best ads almost always will have a combination of words and pictures. Hope that helps.:rockon:
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Awesome POST!!! Thank you very much for your help!!! My personal goal (again nothing official) would be to market the product to the enthusiast first but not offend the professional detailer. Any changes you could think based on that?

Thank you again for posting.
 
th0001 said:

Awesome POST!!! Thank you very much for your help!!! My personal goal (again nothing official) would be to market the product to the enthusiast first but not offend the professional detailer. Any changes you could think based on that?

Thank you again for posting.
Click to expand...


Happy to be of service! If the enthusiast is the prime target and the professional is the strategic target, the mix doesn't not change all that much. I think two things would be most important to consider: 1) the aspirational aspect becomes even more important so connecting with the consumer on an emotional level is key, and 2) you need to be a bit more careful in describing the key product benefits simply, yet effectively.

The enthusiast has an emotional connection to their car; they are willing to spend money to buy the best products to care for their cars whether their choice of car is a Honda or a Lambo. You want to tap into that emotional connection with your products. You want the user to feel that by buying Blackfire they are getting the best products available to provide the best care for their beloved car. They want to feel confident that using Blackfire will enable them to achieve professional results.

For example, a few years ago Michelin ran an ad for tires. All it was, was a Michelin tire with a baby sitting on top and the ad said something like "Aren't they worth it?" See the emotional connection? You're not just buying a tire, you are buying safety for your family so of course you will spend whatever you have to. The campaign was hugely successful.

That emotional connection is what you want to establish with your enthusiast target. As for the professional they already understand what the product is for so they don't need as much brand info as an enthusiast. What builds loyalty with the professional is trust in the product. Trust that it will always be consistent, deliver consistent results, that it does what it says, and helps them deliver a product that will satisfy their most discerning customers. You should ask a few pros questions about what makes them loyal, what makes them stop using a product, or try a new one. Get a sense of their needs will help you decide the best way to communicate to them. The answers will also help you develop a communication strategy for the enthusiast.
 
Your not going to like this, but I don't like any of them :redface:

Does the label have to be black and definetly lose the car :yawn:

What about a picture of a diamond glissening with maybe a drop or two dripping from it. Kinda like those dudes that kill ppl and have a teardrop under there eye :scared:
 
I like the idea of a 'wet diamond', but not the wording 'Hyper-Engineered', what does it mean? Engineered polymers is a streach but hyper...

All this criticism (hopefully constructive) coming from someone who used to write copy (or marketing science fiction as I liked to call it; very little science and a lot of marketing fiction) I did the 12 step program and now I'm a reformed man

Now I have to deal with hyper Engineers every month at board meetings :)
 
For the professional market , the print only labels are all just fine.The product already has a good reputation and a label is only needed for identifacation. For the unknowing average Joe off the street maybe a "LIMITED ADDITION COLLECTORS SERIES" will catch their eye.:Dancing Dot: Paul
 
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