What is the company’s “brand story” and how is this communicated in the design of the products and packaging?
Kikki.K founder, Kristina Karlsson, has development the companies “brand story” through her love for her home of Sweden, well-designed and valuable stationary. The company has a strong focus towards producing and delivering products to their customers that are well made, aesthetically pleasing and useful. The Kikki. K brand has a strong focus on inspiring passion to the target consumer and do so through the design and packaging of products. The brand story comprises of passion, love for new stationary, outstanding customer service and pride for the products. This is reflected through the company’s execution of detailed designs with use of colour, pattern, texture and simplicity. When viewing the products and packaging, one becomes aware of the time and thought behind the elements of design as small details will encourage a desire within customers. The colours, textures and patterns used excite viewers and encourage motivation and organisation. The feeling customers get when viewing the products and packaging reflects the “brand story” as they become aware of the simplicity, drive and passion of the company. Kikki.K has also developed their stores to reflect their brand story by allowing customers to view, touch and have a closer look at the outside and inside of most products.
Who is the target market of the company? and how do you think they address this target market (ie. Use of colour, graphics, type of products)
The company directs its attention towards females within the age bracket of 20-55 years who have a medium to high-income. They focus on the market of businesswoman, students and mums. Kikki.K offers a range of products that connects with the target market on a personal level. By forming this personal relationship between customers and the business, Kikki.K are able to ensure loyal and returning customers.
The target market is addressed through the types of products that are presented in store and online. For instance, the products seek attention from businesswomen as the company supplies sophisticated laptop and Ipad cases that showcase both simplistic textures, neutral colour tones or one solid colour as shown in figure 1.0. In comparison, the company addresses the target market of students as they offer a range of fun and captivating patterns along with bold colours across designs as shown in figure 1.5. Lastly, the company has a focus towards mums as they offer a range of organisational tools for home. Such products include, baby books, recipe organisers and to do list notebooks (Kikki.K. 2015).
The price range of products also gives a further indication towards the target market as products can range from $15.00 to over $300.00. The vast price range indicates the company directs its attention to not just younger customers who are after small items that are under $100.00, however also towards older women that are looking for an accessory as well as a useful product.
Kikki.K founder, Kristina Karlsson, has development the companies “brand story” through her love for her home of Sweden, well-designed and valuable stationary. The company has a strong focus towards producing and delivering products to their customers that are well made, aesthetically pleasing and useful. The Kikki. K brand has a strong focus on inspiring passion to the target consumer and do so through the design and packaging of products. The brand story comprises of passion, love for new stationary, outstanding customer service and pride for the products. This is reflected through the company’s execution of detailed designs with use of colour, pattern, texture and simplicity. When viewing the products and packaging, one becomes aware of the time and thought behind the elements of design as small details will encourage a desire within customers. The colours, textures and patterns used excite viewers and encourage motivation and organisation. The feeling customers get when viewing the products and packaging reflects the “brand story” as they become aware of the simplicity, drive and passion of the company. Kikki.K has also developed their stores to reflect their brand story by allowing customers to view, touch and have a closer look at the outside and inside of most products.
Who is the target market of the company? and how do you think they address this target market (ie. Use of colour, graphics, type of products)
The company directs its attention towards females within the age bracket of 20-55 years who have a medium to high-income. They focus on the market of businesswoman, students and mums. Kikki.K offers a range of products that connects with the target market on a personal level. By forming this personal relationship between customers and the business, Kikki.K are able to ensure loyal and returning customers.
The target market is addressed through the types of products that are presented in store and online. For instance, the products seek attention from businesswomen as the company supplies sophisticated laptop and Ipad cases that showcase both simplistic textures, neutral colour tones or one solid colour as shown in figure 1.0. In comparison, the company addresses the target market of students as they offer a range of fun and captivating patterns along with bold colours across designs as shown in figure 1.5. Lastly, the company has a focus towards mums as they offer a range of organisational tools for home. Such products include, baby books, recipe organisers and to do list notebooks (Kikki.K. 2015).
The price range of products also gives a further indication towards the target market as products can range from $15.00 to over $300.00. The vast price range indicates the company directs its attention to not just younger customers who are after small items that are under $100.00, however also towards older women that are looking for an accessory as well as a useful product.
What type of packaging does the company use (branded carry bags, tissue paper, branded boxes etc.)? and what does the packaging say/make you feel about the brand?
Kikki. K offer a simplistic packaging approach as their branded carry bag is structured, simplistic and has very little amount of colour. The branded carry bags were designed this way to reflect the brands image and story as it shows they are a “no fuss” company that directs its attention towards the products and customer service rather than over the top packaging (Media Niche. 2012). The simplicity of the packaging also provides advertising for the company and gives an indication of ones social status as when customers walk around a shopping centre holding their Kikki.K branded carry bag, a message of the individual’s economic status is protruded to others in the centre. Others see the bag and ultimately think about visiting the store and making a purchase.
The thought that goes into closing a customer’s sale is quite significant for the company as they make sure they supply the customer with one of their branded, white and red carry bags and offer to wrap anything that might be a present. This service provides customers with the thought that they are buying from a higher-market store than the feeling they would get purchasing stationary from a newsagency or Big W for instance.
References
Media Niche. (2012). The human touch – Kikki.K brand profile. Retrieved on 10/08/2015 from Marketing magazine website: https://www.marketingmag.com.au/hubs-c/the-human-touch-kikki-k-brand-profile/
Kikki.K. (2015). Kikki.K. Retrieved 12/08/2015 from Kikki.K website: http://www.kikki-k.com
Media Niche. (2012). The human touch – Kikki.K brand profile. Retrieved on 10/08/2015 from Marketing magazine website: https://www.marketingmag.com.au/hubs-c/the-human-touch-kikki-k-brand-profile/
Kikki.K. (2015). Kikki.K. Retrieved 12/08/2015 from Kikki.K website: http://www.kikki-k.com