The name will be pronounced hy-dra-tea. We want consumers to intuitively grasp and see the name worded out as hydra-tea, though you can slightly distort it visually e.g. hydrate-a.
Those of you who have read Malcolm Gladwell's The Tipping Point will be familiar with the term "sticky." Concept stickiness is our objective. The designs must highlight the positives of the brand: holistic, sustainable, fun, ethical, good value, and should figuratively stick in the consumers' mind. It must encompass most of the elements mentioned in the attachment, especially fun, bold and civic-mindedness, although all elements should be used.
Our target consumer segment, LOHAS, the acronym standing for lifestyle of health and sustainability, are eco-stewards, making most of their purchases from companies that align with values similar to their own, especially planetary sustainability.
The brand's values are very much aligned with the LOHAS consumer, and our logo and name must illuminate and communicate this value alignment. A psychographic profile of the consumer is provided in the attachment.
The name and the logo will be put on a 16.9 fl. oz. (PET) plastic bottle (see attached), which is very similar in size and shape to an Honest Tea 16.9 fl. oz. (PET) bottle. Its primary use will be on the bottle, but it must also be scalable. The bottle size and dimensions are in the attachment. (See the attachment for more details and information.)