We already have a highly successful, print business in the UK and we're looking to expand into the online canvas printing and wall graphics business. We already produce canvas prints and 'wall wraps' for existing customers in a B2B environment but we're looking to go out to the masses with this project. We have the business plan, funding, resources and knowledge to put the plan into action and we're now looking for someone to help us with the branding. Initially we are looking for a logo but there is scope for lots of work. Our existing business operates in the high end of printing where quality and excellent service levels are paramount. The Blue Mammoth brand needs to reflect these same values and needs to be able to work on several levels. We're looking to initially launch the business as an e-commerce site by maximising online advertising but the logo needs to be able to work both online and offline.
Our target audience is twofold.
The first area, and the largest initially, is to target people who will buy canvas prints online. Having researched the market it will tend to be relatively young families, and mums in particular, who are looking to upload photos of the children to produce canvases. They will use these canvases for their own home or as presents.
The second area is to target people for the wall graphics. Basically we produce self-adhesive wall prints that can transform the look of a plain wall by using either the customer's artwork or our own designs. These wall prints can be used at home or in the workplace and will hopefully appeal to architects as well as home-owners looking to personalise their homes. The wall prints can literally be applied like wall-paper but without the paste, mess and hassle.
To summarise, the brand and logo needs to appeal to both early thirties mums and architects. This could be achieved by having two variations of the same logo that can be used on different parts of the website.
The brand needs to be classy and reasonably corporate to set itself apart from the other online brands. We have chosen the name Blue Mammoth so that we have a character / animal (i.e. a blue woolly mammoth) that could become part of a wider advertising campaign incorporating TV.
At this stage we're quite open minded on the font, colours, character and overall style.