Gremlin Tea was a passion project my friends and I made in our Creative Thinking class. The brand focused on individuality, convenience, and taste. Below is the company’s manifesto:
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For those who choose to forge their own path to reach their true, radical individuality; blazing forward and ditching the assumptions of those who dare to put them into a box. We’re just like you. And we’re for you.
We don’t believe in sitting in the background and waiting for our turn to voice our viewpoints. How conventional. We yell from the front. We express not just our own perspectives, but give others the confidence to oppose the masses. Sure, we may be a bit hot in our takes and we may stir the pot occasionally, but we’re true to ourselves and discover more of who we want to be everyday.
In my Brand Engagement class, I wrote a minifesto about New Balance. The truths were New Balance offers many shoe sizes and your shoes are the base of who you are. The insight was your shoe is an extension of you, and the idea was New Balance helps you find your true identity. From this, I wrote the platform line “Begin Within.” Below is New Balance’s minifesto:
You grasp onto new passions everyday with hopes that you’ll make them into something you’re proud of. We know these pursuits become embedded in you and extend beyond their initial purpose. Come on, did you ever think running would be something you look forward to doing everyday? Probably not. So when looking for your next pursuit to find your true identity, begin within.
Another Brand Engagement minifesto! This minifesto is about Truly Hard Seltzer. The truths were people care what others think of them and Truly Hard Seltzer is a simple drink. The insight was a Truly is truly authentic, and the idea was Truly drinkers don’t chase the norm. From this, I wrote the platform line “Never One To Chase.” Below is Truly’s minifesto:
They chase trends. They chase relationships. They chase expectations. Their lives seem to be built around everyone else’s. They worry about influencers saying skinny jeans are coming back into style. And obsess over their friends who post non stop about their picture perfect lives. Exhausting.
That couldn’t be further from who you are. You believe that kicking back with your phone on silent isn’t a rare form of escapism, but instead the norm for someone who lives in the moment. You don’t need to know who's going where and who’s doing what to know that you’re exactly where you should be. You live your life like it’s yours because it is yours, and you’re never one to chase.