Who are we?
. We are called Highland Aer (pronounced air) and are in the business of selling fresh oxygen sourced from the Scottish Highlands to customers around the world.
Who are our customers?
. We have several target groups that varies dependent on country. Our oversees market in China, India, Malaysia and Korea will be people are looking to improve the quality of air around them. Our customer base will range from parents protecting their kids to healthly indivuduals who are bucking the trend of similar products (think coconut water and the likes).
Why would people buy Highland Aer?
. Our customer base is sick of breathing in toxic air in the city that they live in. Although we have no medical evidence to suggest that our product provides health benefits, common sense tells you that a few breaths of clean fresh air is better than the stuff your breathing out in the street. Customers may use our product when stuck on the underground (where air quality can be at its worst) or even before a excercise class to open up their lungs. Our cans may come in different sizes which will determine how many puffs you can get from each can. Typically it starts from 150.
Who are our main competitors?
. Vitality Air are the company that is grabbing the headlines. They source their air from the Rocky Mountains of Canada and sell it to foreign markets around the world. In my opinion their branding could be stronger and this is what I want to take advantage of.
There's also another prominent company called Green & Clean from Australia who are doing a similar thing. Their branding typically shows an image of areas of Australia and where the air is sourced from.
. I'm looking to have a design that I can wrap around a pressured can (like the attached). First of all I need a distinctive and clean logo for Highland Aer. Potentially a sketch of a mountain could work? I would like the colour scheme to convey freshness (light blues or greens maybe)? I'm not sure of having an actual image of the Scottish Highlands on the can would work as I feel this looks cheap and nasty. Keeping it clean, eye catching and noticeable is key for me. I've attached brands that I like as well as other players in this market (whose branding I dont like).