Naturday’s

TARGET AUDIENCE

Our target market of young adults are hungry for direction when looking for a drink that everyone will love. Something with the perfect combination of carbonation, refreshment, fruitiness, and hops. Naturday’s is that perfect combination, it has the refreshing flavor of Strawberry Lemonade mixed with Natural Light Beer. We want to make sure that we are directing our attention to the young, new drinkers since Natural Light already has an audience of established consumers.

CHALLENGES

The challenge that Naturday’s currently has is a lack of marketing overall. There are few advertisements and their branding is currently an extension of Natural Light. Without branding that has a unique identity from Natural Light users may confuse their brand identities. Natural Light’s branding appeals to mature and established consumers. We want Naturdays to be a segway to Natural Light which is impossible without differentiating identities. The target audience is new to buying alcohol and doesn’t want to drink the boring old Natural Light, they want something youthful and modern: Naturday’s.

OBJECTIVE

The goal of rebranding Naturday’s is to increase brand awareness and define Natruday’s as its own brand. We will reintroduce the brand as the solution to the target market's problem of finding a drink that is easily shared, modern, and energetic. A major goal is to draw in the target audience by using modern, visually appealing designs.

INSIGHT

We will reach new audiences by modifying Naturday’s brand identity. The new identity will focus on the sharable and enjoyable beverage that has a modern vibrance that appeals to the target market. Having high contrast in the design will push this vibrance that draws in the consumer. The logo has a sans-serif logotype that carries a sleek, modern feel and looks throughout the branding. The colors create energy and a young feeling.