Fitness Supplements Canada. Ordinary People. Extraordinary Results.
We are different to other fitness supplement retailers in that we don’t stock every available supplement. Brands must meet our independent quality and value benchmarks before we will offer them for sale to our consumers. We are selling online presently with the aim of launching boutique retail stores in 2011.
1 - Age 16-44 (80% within 18-35 years)
2 - Sex - 60% male - 40% female
3 - Often try diets and fad products. Has a high propensity to switch products until they find the right solution.
4 - Are skeptical of advertising claims. Marketing images of 400lb (likely steroid using) men and women and the typical unrealistic before and after supplement claims do not appeal to our consumers. They are likely to be average looking people from wide variety of lifestyles with one common issue. They want to improve their self confidence and regain the bodies and confidence they once had.
5 - They are often mothers with young children and adult men who used to play sports and are looking to regain their youthful appearance.
6 - Often holding jobs that demand lots of time and they have given this time to their employers at the expense of their time allocated to keeping in shape. All consumers are seeking more balance in their lives.
Logo required as well as font and overall look of the brand name "Fitness Supplements Canada" and the slogan "Ordinary People. Extraordinary results."
The background colour of our website is navy blue http://www.FitnessSupplementsCanada.com.
Trust, credibility, honesty, clinical, and results are words that scored highly in our target market research. Our brand must be seen as a leader in the field and as a friend of our consumers. Warm and welcoming. Like the feeling you get from a doctor with great bedside manner. Calming and reassuring. The difficult part of this is that motivation is another key aspect for our consumers so tying these feelings of calm and motivation will be a key design challenge.
A simple, easily identifiable and unique logo is key.
We employ integrated marketing communications so this design and wording will be featured on everything from business cards and letterheads, to invoices, brochures, and public transit communication mediums.
Please, no photoshop tricks such as mirror imaging or inverting letters. No muscle bound hulks and hulket images. No cartoons either.
Thank you for taking the time to read this. We look forward to launching your design and promoting your talent and skills in the future.