- Specific target audience
- Something that targets tiredness in new parents/mothers
Types of Nootropics:
- Modafinil - Makes you happy like cocaine but it isn't addictive.
- Racetams (Aniracetam and Phenylpiracetam) - brain stimulation for medical conditions. Aniracetam is stress lowering and increases your memory, and helps you speak more fluently. Racetams are bitter and are best taken in capsules. Piracetam's stimulate receptors in the brain and increase acetycholine release.
- L-Theanine is a major component in black and green tea. It helps relaxation, alertness and arousal. If you combine it with caffeine it increases reaction time, memory and mental endurance.
- Choline - Stress management. For foetus' it prevents neutral tube defects, aids brain and nervous system development and function and liver function. It is recommended for mothers to take Choline during pregnancy and breastfeeding.
Target Audience Ideas:
- New parents
- Nurses
Areas the Nootropics should target:
- Tiredness
- Stress
- Depression
- Choline/Citicoline to target stress
- Theanine to combat tiredness and increase energy
- Tyrosine to combat depression
- Pregnant women have a limit of 200mg of caffeine a day = 12oz cup of coffee = regular cup of coffee = 350ml
- Decision: We're aiming our Nootropics products as new mothers
- We'll include how each type of Nootropic combats tiredness, stress, and depression on the back of the pack
- Our concept: natural Nootropics
- Choline is found in egg yolks, liver, fresh milk, yoghurt, lentils, sunflower and pumpkin seeds, almonds, cauliflower, cabbage and broccoli
- Theanine is found primarily in green tea, but also in other regular teas
- Tyrosine is found in parmesan, soy foods, lean beef, lamb and pork, salmon, chicken and turkey, pumpkin seeds, eggs, lentils and wild rice
Aesthetics:
- Natural
- Modern
- Reassuring **
- Friendly
- Simple
- Minimal text on the front label
- Only vital information on the back
- Yellowy-ish green (with pink)
NAME: NOOTURAL
Deliverables:
- Logo
- Packaging
- Website - home page and 3 key pages
- Advertising poster
- POS
- Think about the price
- Extras: ready made bottled drinks range
Explanation
We started off by thinking about the different people who would use Nootropics, or would benefit from the effects of them. What was initially thought of was that new mothers would benefit from Nootropics, or new parents, as they need a little pick me up when being woken up during the night to look after their babies, or when they have lack of sleep and are tired during the day. New mothers sometimes also suffer from postpartum depression so Nootropics can also help them deal with this.
However, we thought that new mothers taking Nootropics may be a little bit unethical(?), it would be frowned upon, and the Nootropics would also be passed onto the baby through breastfeeding. We thought about another kind of person that would benefit from them in a similar way and thought of Nurse's, as they have long shifts at the hospital and may need something to keep their energy and focus up. However we really thought that the new mothers idea would be better, however perhaps we could make them more natural, so we researched into natural Nootropics and it turns out there are foods that can have the same effects as unnatural Nootropics. For example Theanine is naturally found in green tea however is a natural Nootropic, and can combat tiredness. This then lead us to deciding to create a natural Nootropics brand, which uses Nootropics that contained natural substances which wouldn't harm the mother or baby. Researching the different natural Nootropics we chose three that targeted depression, stress and tiredness, and as Theanine is mainly found in green tea and comes in powder form, we found out that Choline and Tyrosine could also be produced in powder form, we thought that these powders could be targeting at being added to different flavour drinks, such as green tea for Theanine to make them more appealing.
Thinking about how to expand the brief further I thought about making ready mixed drinks containing the natural Nootropics, so new mothers could buy them ready mixed on the go. This could be in the form of ice tea with Choline or orange juice with Tyrosine for example. This could be developed further into a drinks shop selling Nootropic infused drinks of all kinds like smoothies, teas, soft drinks etc, in a similar way that you can add protein to drinks and foods.
We left the meeting deciding that we should all do some primary research and initial sketches so that we all have a good understanding of the market and what's already out there, and have a good variety of ideas to work with and choose from to make us make the most informed decision.
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