PRODUCT BACKGROUND
This is a re-design project aimed at refining the brand voice and communication strategy for Angry Orange Eliminati. This product is a sub-category of Angry Orange Pet Odor Eliminator, specifically formulated to tackle stubborn odors in barns, stables, and shelters. It has gained significant traction online, garnering thousands of five-star reviews on Amazon. The next objective is to develop a potent odor eliminator primarily for use in bathrooms and toilets. The product primarily features citrus essential oils such as orange, bergamot, and lemon, boasting an all-natural composition free from harmful chemicals, as depicted in the attached picture above.
The Unique Selling Points (USPs) of the product include:
Effective in not just masking but completely eliminating bad odors.
Formulated with 100% natural ingredients.
Leaves behind no chemical residue or medically sterile smell after use.
PAIN POINTS BEFORE RE-DESIGN
- The current brand voice and art direction are unsuitable and could be perceived as misleading.
- The copywriting fails to effectively resonate with the intended target audience.
- The art direction appears more aligned with perfume or body spray aesthetics rather than conveying the essence of an orange-scented odor eliminator.
- The visual art direction lacks emphasis on the unique selling point of the product, which is its ability to eliminate odors with an orange fragrance.
- The art direction contains numerous irrelevant visual elements that detract from the core message.
RE-DESIGN PROPOSAL IDEATION & DIGITAL SKATCH
Visual of Advertisement:
The primary objective is to highlight the unique selling points of the product, emphasizing its ability to eliminate bad odors while evoking connotations of pleasant fragrance and eco-friendliness. Given that the product comprises 100% natural ingredients and is eco-friendly, the addition of butterflies as a symbolic element in the art direction conveys a bio-friendly aspect. The concept of butterflies with wings resembling orange slices, symbolizing the scent of oranges, and carrying away unpleasant odors was proposed.
Focus of Copywriting Message:
A powerful odor eliminator combating unpleasant smells effectively.
Infused with orange fragrance to neutralize bad odors in the air.
Versatile deodorizer and freshener suitable for various spaces including kitchens, cars, trash cans, floors, pet areas, and more.
Scientifically blended with all-natural ingredients designed to appeal to both human and animal senses.
Environmentally friendly solution for odor removal.