For my Brand Plus project I had the role of Account Executive.
Brief
History of Oasis
Oasis is a brand of Orangina Schweppes,
which was produced in France in 1966.
In 1990 The Coca Cola Company acquired
Oasis and it is produced in the United Kingdom as a separate product to the
original Orangina Schweppes Oasis drink.
Target
Market
16-24 year olds
Selling
Point
Oasis prides itself on being a fun, fruity,
on-the-go juice drink that will go with anything. This makes it a great
lunchtime drink.
Products
Oasis have 5 flavours available in 500ml
and 375ml bottles as well as 1.5 litre bottles.
The flavours include;
Summer fruits
Citrus Punch
Mango Medley
Pineapple Rush
Line Extensions
Oasis Light comes in two flavours;
Peach and Passionfruit
Summer Fruits
Oasis Mighty Drops come in three flavours;
Mango Tropical
Raspberry Lemonade
Mixed Berry
Advertisements
Oasis is a fun and playful brand which is shown
in their adverts.
Mighty Drops Adverts
Website
Since Oasis is a brand of The Coca Cola
Company, the website is mostly designed around Coca Cola instead of any of the
other brands it owns. This makes it extremely hard to got many of the qualities
of Oasis from the website.
On this page it shows the logo and a bit of
tone of voice but it is mostly factual information about the products.
Appearance
of the logo
Oasis re-styled their logo in April 2014.
The old logo;
This logo was more adaptable than the new
one. The logo was white inside with a red stoke on the outside of the text.
This could change slightly to match the type of drink being sold. The stroke
would turn blue and another stroke would be added outside of the first one in a
colour to match the drink that was being sold i.e. the second image. When Oasis
created Oasis Light, they used the second stroke technique so that they could
connect the stroke of the logo with the line extension name of “Light”.
However, this is not how the logo looks on the packaging of Oasis Light.
This logo is actually still in use,
although it is only used for the “Oasis Light” drinks (see image below).
The new logo;
This logo, unlike the previous one, cannot
be changed very much. The colour of the logo has to stay the same and another
stroke cannot be added outside the logo. The only thing that can change about
this logo is the rotation of it.
On the products (original “Oasis” drinks
and the “Mighty Drops”) The angle is the same, being positioned at 60 degrees
anticlockwise. For advertisements the logo can be rotated from anywhere between
0 degrees and 60 degrees anticlockwise.
My group decided that we should use the
most up to date logo for our project. Since this was the case, I analysed the
logo to figure out all the specifications of the logo.
Specifications
of the Oasis logo
·
The logo cannot be changed!!!!
·
The inside of the text is white
and the outline is P 103-15U (Pantone+ CMYK Uncoated)
· You can change the angle of the
logo; it can be rotated anywhere between 0 and 60 degrees anticlockwise.
After making these specifications we were trying to make the "the" in our logo look right. Having it float above Oasis seemed a little distant and not in Oasis' fun aesthetic. I looked back to the old logo and saw that the "Light" on their line extension "Oasis Light" was placed above the O. The strokes of both "Light" and "Oasis" were connected which made it more friendly.
I decided that if Oasis did this for their old logo then there was no reason that we shouldn't be able to use it in our line extension logo.
Boundary
Box
For
the products and logo
·
You cannot put text around the “O”.
All text is always above or below the “asis”.
·
Text below the logo has not got
a large stroke so the horizontal line below the logo (*4) shows how close the
text should be.
·
Text is never placed by the
side of the “O”
·
You cannot put images in front of the logo at all. Images can be behind
the logo.
For the product “Might Drops”
·
Text sits on the horizontal
line marked as *2
For the Original “Oasis” drinks
·
The text (including coloured
stroke) sits between horizontal lines *1 and *3
For
Advertisements
·
Text may sit around the logo as
long as it does not get any closer to the “O” than the horizontal lines *5
& *6.
After making these specifications we were trying to make the "the" in our logo look right. Having it float above Oasis seemed a little distant and not in Oasis' fun aesthetic. I looked back to the old logo and saw that the "Light" on their line extension "Oasis Light" was placed above the O. The strokes of both "Light" and "Oasis" were connected which made it more friendly.
I decided that if Oasis did this for their old logo then there was no reason that we shouldn't be able to use it in our line extension logo.
Colour
Pallet
P 103-15 U -Oasis blue RGB- 43-60-115 CMYK-
81-67-0-42
P 48-16 U - Red RGB-
214-31-41 CMYK- 0-98-91-11
P 109-6 U - Light blue RGB- 41-153-213 CMYK- 74-26-0-0
P 24-7 U -
orange RGB- 247-144-51 CMYK- 0-52-90-0
P 59-15 U -raspberry RGB- 222-52-84 CMYK- 0-92-55-7
P 148-15 U -Green RGB- 52-163-76 CMYK- 74-0-92-12
Advertisement for The Oasis
Advertisement for The Oasis
I decided to do a peice of advertisement for my final design to show the quirky and fun aesthetic of Oasis as a brand.
Evaluation
Evaluation
From the start of this project most of our
group has worked well together. We’ve only had one person in our group that
hasn’t participated as much as everyone else. That person hardly showed up for
our group meetings and we have seen hardly any of their work. However, when we
chose job roles we had a feeling that this may happen so we gave that person a
role that we could easily split between the rest of the group if we needed to.
This issue hasn’t been too much of a
problem though because we have been helping each other and picking up the
slack.
Throughout my role I got a good view of
Oasis as a brand and was able to direct the rest of my group in the design aesthetics.
My final design however was not as simple or easy to figure out. We have to
present like we are pitching our idea to Oasis, therefore I had to find a way
of explaining the aesthetics of Oasis as a brand without telling the audience
what they would already know. That excluded all kinds of brand books for the
already existing Oasis. In the end I decided the best thing to do was an
advertisement for our line extension “The Oasis”, whilst keeping to Oasis’
original aesthetics. It shows how Oasis is relaxed and fun. It also shows their
focus on the “O”.
If I were to do this project again I would
try to look even deeper into who Oasis are as a brand. I would also plan a
little better and try to get my part done earlier so that the group had more
time to work while fully understanding the brand. I’m sure that this would have
helped us perfect the logo sooner.
References:
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