To determine a consistent brand voice and tone for Swigg, Mind & Metrics designated a primary and secondary brand archetype, based off of the 12 brand archetypes posited by Carl Jung. Choosing archetypes ensures brand voice remains consistent throughout all future campaigns, positioning the brand as trustworthy and reliable. Additionally, it helps align marketing, sales, and customer service teams.

 

To reach their target market, Swigg needed to know who they are and how to reach them.

Mind & Metrics performed in-depth market research on Swigg’s competitors to determine the demographics and behaviors of their customers.

This data was taken into account to build Swigg’s buyer personas, including information such as:

• The persona’s age
• Their job and interests outside of work
• The type of location where they live - urban, suburban, etc.
• The pain points of this persona that Swigg would address
• The frustrations they have with their current brand of vitamin-infused water
• The social media platforms they tend to frequent

Using the insights gathered, Mind & Metrics crafted a captivating brand voice tailored to resonate with Swigg's target audience.

Mind & Metrics developed a brand style guide, with color palette, custom fonts, and brand design characteristics. Product packaging was crafted to elevate Swigg’s brand voice. Incorporating imagery of fresh fruit, water, and tropical palm leaves offers a fun aesthetic that screams “refreshing”.