What is the company's "brand story" and how is this communicated in the design of the products and packaging? Who is the target market of the company?
Smiggle is a quirky designer stationary store began in Melbourne in 2003 by Stephen Meurs and Peter Pausewang. The idea proved to be popular and their business expanded to 20 stores, attracting the attention of Australasian fashion and apparel retailer "the Just Group". With the help of the Just Group, Smiggle expanded overseas in 2008 to New Zealand, and later to Singapore and the United Kingdom. The idea was to market stationary products that were engaging, collectable, and affordable, targeted at boys and girls (but mainly girls) aged 14 to 25.
How do you think they address this target market (ie. use of colour, graphics, type of products) What type of packaging does the company use (branded carry bags, tissue paper, branded boxes etc.)?
The name "Smiggle" was chosen as a combination of the words "smile" and "giggle" to give the brand a fun and happy label that would be appealing to the target market. The Smiggle brand designs are brightly coloured and cartoon-y making them fun and youthful. The products run in matching sets to entice customers to buy the rest of the products in the set, which works really well on the young market. Smiggle products are sold in simple white paper bags branded with their logo.
What does the packaging say/make you feel about the brand?
Smiggle's brand design highly successful in presenting a fun, playful range of products that are enticing to their target audience. The in-store experience is colourful and engaging which helps customers get the feel of the merchandise. The simple packaging is clean and effective. Having white bags makes the colours of the products stand out and matches with all the different products, no matter the design. The logo on the bag as the main focus is appropriate as Smiggle products are considered to be cool within the target audience, so part of the price you pay for the product is to have certified Smiggle gear. Paper bags are well suited to the stationary-type merchandise they sell, and are environmentally friendly and make the product feel more special, like a gift bag.
References:
Smiggle.com.au,. (2015). About Us - The History of Smiggle | Smiggle. Retrieved 10 August 2015, from http://www.smiggle.com.au/shop/en/smiggle/about-us
Wikipedia,. (2015). Smiggle. Retrieved 10 August 2015, from https://en.wikipedia.org/wiki/Smiggle
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