This afternoon, we had the three startups I meantioned earlier coming in a talking about their ideas. I’ve already chosen the smoothie company, but the other two (an amazingly aromatic healthy cosmetics line, and a super-yummee American-style sweet pies) were also great. In this post, however, I will concentrate on the startup I chose.
The Bui Smoothies is a small startup of two London Met graduates, trying to bring the commonly used (in Africa) baobab fruit to the Western (and worldwide) market through using it in their super-healthy smoothies. The special thing about baobab is that it is extremely high in antioxidants, calcium, vitamin C and iron, making it a superfood.
Before the class, we had some time to prepare large number of brand value words scattered on the table, wating to be later sorted into the “yes” and “no” piles. This is a technique to help identify how the company wants to be seen, and what its principles are.
The girls gave a presentation, explaining their idea, while we all had a look and a taste of their product. They went into great detail about the inspiration and origins of the idea, the ingredients, the name meaning, the health benefits of baobab, the colours they would like for their packaging, type of bottles they use, the processes for the creation of the smoothies, their target audience and their desired outlets, as well as their general values. We asked questions and tried to get as much information as possible in order to “hit the nail on its head” when creating their brand identity.
Afterwards we sat around the table and chose the value paper stripes which best represented the values for their business.
It was an interesting session, giving us a lot of insight into the business that we will be working for/with.