What is the company's "brand story" and how does this communicate in the design of the products and packaging?
Smiggle is an Australian based retail store that sells
stationery and related accessories. It is the world’s hottest stationery brand,
which was born in 2003. Smiggle was founded in Melbourne by Stephen Meurs and
Peter Pausewang, and is the ultimate creators of colourful, fun, fashion
forward stationery. Stephen and Peter saw a large gap in the market for fun, engaging, collectable, fashionable and affordable stationery in the early says and this is what pushed them to create the brand Smiggle. Smiggle is a mashup of smile and giggle, and this reflects their aims for the products.
The very first Smiggle store opened in Melbourne. The
word spread so fast about the brightly coloured pens and notebooks that the
company took off and soon had 20 stores all together. Smiggle caught the eye of
the Just Group – Australia’s most exciting fashion and apparel retailer and was
acquired in 2007, where it never looked back. In 2008 Smiggle jumped the seas
and opened its first international store in New Zealand, soon after in 2011 it
than expanded into Singapore and in 2014 opened in the United Kingdom. This is
all part of the grand plan, to be the world’s most exciting stationery brand.
Smiggle wanted to be the worlds most famous stationery
brand that was full of colour and fun, and by taking in the needs and wants of their target market they have
become very successful in doing so. The creators have communicated this in their designs but mainly just one element, brightness.
Who is the target market of the company? How do you think they address this target market?
The original target market for Smiggle was 14 to 25 years. That has now expanded over the years and has broadened to ages 10 to 40 years. They made sure they didn't lose their original customers, which were young teenage girls, but they've given the customers the opportunity to purchase a product thats good quality, well priced and gives them an identity. As we know peoples eyes
are attracted to bright colours, and Smiggle has created their products to do
exactly that. They use every bright colour you could think of and have all the
stationery a child could need for school and at home. Smiggle has captured the
imagination of the children across the country, is endorsed by parents and is
the driver of trends in and out of the classroom. Their products have images of
cartoon animals on them, which is another attribute that children love. Their
products and packaging define children and their wants and needs.
What type of packaging does the company use? What does the packaging say/make you feel about the brand?
The packaging that the company uses is full of vibrant
colours and quirky graphics. Smiggle tend to use sophisticated paper bags once you
purchase something. The carefully wrap your products in paper than they place them into the sturdy paper bags. This shows they value their customers. The brand Smiggle makes me feel happy. The beautiful
colours used and the stores themselves would make anyone’s day brighter. Their
packaging is fun and bright which says to me that the company is here for
children and to brighten up learning and the way children use and see
stationery. The company clearly focuses on their target group, which is how
companies need to be if they want to be successful. Smiggle is a great example
of a brand that has reset its category. Driven by a strong vision, clearly
defined by brand proposition, distinct identity and deep connection with its
audience, it is definitely a standout brand.
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