- The Brand 'Bear'
- Target Audience
- Other Competitors
- Design Inspiration
The Brand 'Bear'
Bear Company Logo |
The company name comes from an article that the founder read, stating the fact that animal bears grow up in the city and forage for food from bins, mainly those from behind fast food restaurants. This increased the fat of these foraging bears by 30% compared to forest bears. This has a knock on effect into their activity and therefore their overall lifespan, whereas wild bears who had natural foods they foraged would live much longer. This was seen as a reflection of how humans feed as well and this theory was applied to our eating habits, thus the founders of Bear decided to do something about it.
In there 3 year history, they currently have 4 products on the market. They are Alphabites, Paws, YoYos and Nibbles:
Bear Alphabites Cereal |
Bear Paws Fruit Snacks |
Paws are pieces of fruit which have been baked to become chewy snacks that have a similar consistency to sweets. They don't include any additives and sugar but it is part of 1 of your 5 a day. They are currently available in 3 flavours; Strawberry and Apple, Apple and Blackcurrent and Orange and Strawberry.
Bear Fruit Nibbles |
Bear YoYos |
Current YoYo Promotion |
"BEAR wins a very Special Award"
(2013) "BEAR wins a very Special Award" [Internet] 14th June Available from http://www.bearnibbles.co.uk/cave-news (Accessed 7th February 2014)
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Information and Images found here: http://www.bearnibbles.co.uk
Other Competitors:
As part of the research, we felt it was important as a collaborative to understand the area we are designing for and how other competitors have reached out to the target audience. Bear has two main areas that it targets through its branding; children and healthy eating. In the area of snacks and cereals, there are a lot of other competitors in this market whose brands are focused on the ideal of providing healthy alternatives to children.
Organix 'Goodies' brand:
Organix 'Goodies' Range Available from http://www.organix.com/our-baby-toddler-foods?field_ages_taxonomy_tid=92 (Accessed 7th February 2014) |
'Clif Kids Z' brand:
"Cliff Kid Z Products"
Available from http://www.clifbar.com/food/products_clif_kid_zbar/ (Accessed 7th February 2014)
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'The Pack Tunch':
"The Pack Tunch"
Available from http://www.tunchfoods.com/bars/ourbars.asp (Available from 7th February 2014)
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Nutra Organics 'Superkidz' brand:
"Superkidz Vitamins and Snack Bars"
Available from https://www.nutraorganics.com.au/superfoods-for-kidz/about-superfood-for-kidz (Accessed 7th February 2014)
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Wheetabix 'Little Ones':
"Wheetabix Little Ones"
Available from http://www.weetabix.co.uk/products-for/little-ones (Accessed 7th February 2014)
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Ella's Kitchen:
"Ella's Kitchen" Available from https://shop.ellaskitchen.co.uk (Accessed 11th February 2014) |
What has surprised me the most from the research is the lack of healthy cereal alternatives that are directly for children or advertised at children. This shows that this is a very important piece of market which has not been successfully fulfilled and, by becoming a strong contender in this market, it can make for a successful product.
Primary Research:
As a collaborative, we felt that it was important to do some primary research for this brief in the form of trying the product itself out.
In the Supermarket |
Despite this, the most important thing for us was to be able to try the cereal out for ourselves so that we would be able to feel confident on what we are producing work for.
Cereal Box |
I managed to find the cereal in a supermarket but it was difficult to find on the shelf as it didn't really stand out from its competitors compared to the snack ranges. The stock used for the box is a nice matt stock which is smooth to the touch, giving the impression of being a high quality brand as it doesn't use cardboard. Also, this makes the information of the cereal box back easy to read due to the flat imagery used.
Trying the Cereal |
We felt that the cereal was ok but wasn't really creatively flavoured and perhaps doesn't promote the facts of healthier tasting better. Its understandable how the letterform shapes of the cereal would be quite fun for children and it was edible which is always a good thing! What we did like as a collaborative was the ethical and moral intentions behind the brand as well as the fact that by eating it, we were making a conscious choice of picking a healthier option yet we don't know if this will come across with children.
Concept Research:
Based on the crit we had, we came up with an idea of having the BEAR in the logo of the company on the box which can be dressed up into different outfits.
"Mr Benn Intro"
WhosYourBuddy(2006) "Mr Benn Intro" [Youtube] 4th October Available from https://www.youtube.com/watch?v=CVFcIJWe0zE (Accessed 13th February 2014)
This reminded us of the young children's television show Mr Benn, where the premise of the show is about a guy who goes into a shop and dresses up in a particular outfit for the episode, going on an adventure based on the profession. This is particularly highlighted in the opening credits of the show which showcases just some of the many outfits he wears.
As a collaborative, we liked the way that he effortlessly changed from one outfit to the next, having a new identity whilst keeping himself and his own identity. We wanted this to be available to how we would produce the character, perhaps keeping him the same size and making the outfits to one net so that it is easily swappable or interchangeable.
After this, me and Anna had decided on 5 different character boxes we were going to produce and we decided to split up the research for each character. I got the Fireman, Astronaut and Cook. I need to remember that it needs to be information that is easy to understand and interesting for children so therefore I looked to get the information from specifically child-aimed sources.
Fireman:
- A firefighter is someone who puts there life in danger to save the lives of other people and building by putting out fires.
- Firemen wear flame-resistant protective gear such as a helmet, gloves and jacket to protect themselves from the fire.
- Firemen use large hoses to put out the fire and will use axes to break down doors and windows to get to people trapped in buildings.
- Firemen use to be called the 'Bucket Brigade'
- Firemen work in a Fire Station where they will get a call saying someone needs help. They will slide down a fireman's pole to get to the fire engine and drive the fire engine to get to the fire. The fire engine is where they keep all of their equipment to battle the fire.
Information found here: Available from http://kinooze.com/2012/10/04/the-firefighters/ (Accessed 14th February 2014)
Astronaut:
- An astronaut is someone who is trained to go up into space in a spaceship to travel and explore space.
- The first astronaut to land on the moon was American astronaut, Neil Armstrong
- He was on the moon for less than 3 hours and the first thing he said on the moon was 'One small step for man, one giant leap for mankind'
- Astonauts wear suits to make sure that they can breathe in space. It can even be fitted with a jetpack so that you can fly around in space.
- Astronauts are able to float to move around in space. This is because there is no gravity so they are weightless.
- Food and Drink for astronauts are usual freeze-dried so that all they have to do to make a meal is add water. They have to kept contained and stored so that they cannot escape into the aircraft and float everywhere.
Information found here: Available from http://www.spacekids.co.uk/learn/ (Accessed 14th February 2014)
Cook:
- Chefs make food for people to eat
- Chefs will prepare the food before making it
- They will work in kitchens in restaurants making food for diners
- Chefs will try and invent new recipes by making new foods
Information found here: Available from http://www.showandtellideas.com.au/Results/Previews/Preview5_7.html (Accessed 14th February 2014)
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