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What was our task
Planning
Product concept
Naming
Design
Our task was the design of a special edition of horse treats in the form of outer packaging, as well as the naming of the product (internationally understandable – Europe). The basic theme is: love, the shape: heart, and the flavor: strawberry.
Target Audience
Two target groups were in focus here. The first target group consisted of young girls aged 6 to 13, maximum 16 years, who own a horse, have a riding share, a foster horse, or similar.
The second – secondary – target group consisted of parents (usually mothers) who shop with their young daughters and share in the purchasing decision.
According to the task …
„Placement of the product in the intact world of children,“ we subsequently focused on the target group: girls aged 6 to 11 years.
The trendy style in the target group
- Playful
- Reduced
- Pastel natural colors
- Delicate rosé combined with grey-brown tones
- Soft handwritten typography
Further requirements (tone)
- High-quality
- Aesthetic
- High uniqueness quality
and above all:
- The embodiment of a perfect children’s world
Naming Requirements
- The name had to…
- fit the brand
- fit the product
- fit the target group
- be easy to remember
- be understandable nationally and internationally (Europe)
What should our girl be named? …
MARLA
Who is Marla?
- Marla is a dreamy 10-year-old girl from a good family
- Marla loves horses above all else
- Marla wants to become a successful show jumper later on
- She cares for a young pony named Chicco at a horse farm
- Marla spends almost all of her free time at the horse farm with Chicco
- Her greatest wish is to have her own horse someday
- Until then, Chicco receives all her love and attention
and our Marla lovingly feeds her beloved pony
… with her delicious strawberry hearts from Marstall
With Marla’s Strawberry Hearts
Do you have any questions?
Hubertus von Kolkow
Head of Brand Consulting/Strategy
