Marla's Mockup Mood Title

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5 - 10 thousand euros

Marlas Pferdeleckerli – Product concept and naming

marstable

For over 40 years, the marstall company has stood for healthy, species-appropriate and natural feeding of horses.

What was our task

Engineering
Product concept
naming
Design

Our task was to design a special edition for horse treats in the form of outer packaging, as well as to find a name for the product (internationally understandable - Europe). The basic theme is: love, the shape: heart and the flavor: strawberry.

target audience

There were two target groups in focus. The first target group was young girls aged 6 to 13 (max. 16 years) who have their own horse, a horse share, a foster horse or something similar.
The second – secondary – target group were parents (usually mothers) who go shopping with their young daughters and support the purchasing decision.

 

According to the task …

In order to “place the product in the perfect children’s world”, we focused on the target group: girls aged 6 to 11 years.

Moodboards

The trendy style in the target group

  • Playful
  • Reduced
  • Pastel natural colors
  • Delicate rosé combined with grey-brown tones
  • Soft handwritten typography

 

Further requirements (tonality)

  • Significant
  • Esthetic
  • High unique selling point quality

and especially:

  • The symbolization of the perfect children's world

requirements for naming

  • The name had to …
  • match the brand
  • match the product
  • fit the target group
  • be easy to remember
  • be understandable nationally and internationally (Europe)

What should our girl be called? ...
MARLA

Marlas V2 Mockup Group
Marlas V2 Mockup Gray Background Group

Who is Marla?

  • Marla, a dreamy 10-year-old girl from a good family
  • Marla loves horses more than anything
  • Marla wants to become a successful tournament rider one day
  • She cares for a young pony named Chicco at a horse farm
  • Marla spends her free time almost exclusively at the horse farm at Chicco
  • Her greatest wish is to have her own horse later
  • Until then, Chicco deserves all her love and attention

and our Marla feeds her beloved pony with affection
… with their delicious strawberry hearts from Marstall

Say:
With Marla's Strawberry Hearts

Marlas V2 Mockup Strawberry
Marlas V2 Mockup Carrot
Marlas V2 Mockup Banana
Marstall Marlas Erdbeer Mockup3
Marstall Marlas Karotte Mockup3
Marstall Marlas Banana Mockup3

Any questions?

Hubertus von Kolkow

Head of Brand Consulting/Strategy

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