We're a small company, looking to create a youthful, vigorous brand. Two mid 20's young professionals, one an admitted lawyer, another a practicing dentist, we both studied a long time to work in our respective fields and have both become disillusioned with working life, not that we hate our jobs, we just hate the 9-5 grind.
Both of us want to follow something more related to our passions, which both being very health conscious, involves health products. We want to basically sell something that WE as young healthy people would buy. And inspire people at the same time.
Don't panic though, we're growing as a company. I mean, we just got a pot-plant. And all successful companies have those in abundance. Right?
We sell healthy green tea based consumer products, and are expanding our lines gradually
Our key brand messages are:
Ultimately this is a company that is a pretext for making money and having fun. So the brand should be about that, but also have a touch of edge and distinction. This is not a crass or cheap brand.
We can see the brand expanding into other lines (well, that is the vision) and become a brand that ultimately is not associated with a particular product line, but with a way of life.
I want to be healthy, I want to look after myself, I want to have fun. This is what Quay is about.
1. Young Professionals
2. Image conscious
3. Health conscious
4. Time poor
5. High disposable income
6. 25-40 y.o
"When I use Quay products I feel better about myself and I feel healthier"
"When I buy Quay products I am doing something good for myself"
''Not only am I being healthy, I'm being cool too.''
People that are looking to get an edge on life. That is who we are marketing to.
We chose 'Quay' because it's a cool sounding name, that just seems to fit. Plus we like the 'Q'...so be sure to play that up if you want to win!
Our vision seems to be around a lot of white (for purity), with perhaps something symbolic of green as we have a line of 'green tea' products. So maybe you can use a a leaf in there? The products are centered around the healing powers of green tea so a small mystical, eastern or oriental influence could help to convey this.
We want to be seen as a high-end product, but one that is young, hip and leaves the person feeling good about themselves. This is a positional good that allows for conspicious consumption of healthy products.
The company could be initially based on dental products, so we would be looking for a clean DENTAL feel about the logo. Like for instance something that projects clean shiny white teeth, not necessarily white, but an association with that. We are a bit cautious about using 'green' as we don't want any connotations of staining teeth.
We both enjoy clean lines, so the word Quay should be dominant element of the logo. Though, feel free to prove us wrong.
Ultimately there is a degree of license here for the designer. But I think judging by the tone of what we said, and the specifics of the brief, you should be able to (hopefully) pick up on the vibe of what we are after!