Week 1: Smiggle Analysis

1)What is the company's "brand story" and how does is this communicated in the design of the products and packaging?

Smiggle began developing in 2002, with an idea of fun, engaging and collectable stationary. The name is a combination of the words 'smile' and 'giggle', giving the product a light bubbly mood.  Every product has rounded edges and a soft feel which projects a playful childish image. The logo itself has a font that has rounded edges and looks hand drawn by a child, with the addition of a red scribble above the 'i' instead of a dot, which adds onto the playful mood of the brand. Each Smiggle store divides their products into colour sections, the sections being purple, blue, pink, green, white, black and orange. This creates an organized bright rainbow of colours, as well as allowing customers to browse their preferable colours with ease.

2)Who is the target market of the company? How do you think they address this target market (ie. use of colour, graphics, type of products)

Smiggle is aimed at 14 to 25 year group and is mainly focused at females. Smiggle attracts its target audience through vibrant colours and uniquely designed stationary, creating a bold fashion statement in terms of stationary. The stationary offered by Smiggle is styled differently with a childish theme to it, while still remaining practical. Also some exclusive stationary is offered such as pencil cases that is basically a zip that zips itself into a pencil case shape, allowing customers to stand out when it comes to stationary.

3)What type of packaging does the company use (branded carry bags, tissue paper, branded boxes etc.)? What does the packaging say/make you feel about the brand?

With every purchase the product is placed in a white paper bag with a rustic cardboard string-like handle, and the logo of Smiggle wraps around the bag. Also depending on the product purchased, either red or black tape is used to close the lid of the bag. Allowing Smiggle customers to stand out due to the unique bags. The packaging of majority of the products is branded with Smiggle and made with high quality material, an example being a pencil tube made out of cardboard with multiple colours of paper strips to cover the outside. The high quality packaging makes the customer think that inside is a good quality product, as the packaging is done with such detail. Other products such as markers are put into plastic cases with indents specifically made for that product. 

Bibliography:

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