DESIGNER

Jessica He

PROFILE/DESCRIPTION

Solimo is a private Amazon-owned brand, and its mission, from the Amazon.com website, states that it “offers a variety of everyday goods at a just-right price.” It seems that they are trying to outdo their competitors in maybe every possible way for every product, and they’re focusing here specifically on everyday, accessible products for consumers. Generally, they have the advantage of being credible, for it’s an Amazon-owned brand, which is a company everyone is familiar with (especially if they are ordering on Amazon), and having a pretty reasonable price. 

Here, the purpose of the project is to try to enhance other aspects of a specific product, which is the Solimo 5mg Melatonin gummies. While its price and credibility seems strong, it’s quite lacking in aesthetic appeal, especially from the outside. To boost sales for this product, repackaging seems necessary, so it seems that these gummies have other traits customers are looking for, specifically 1) quality in appearance, and 2) quality in taste, which should be reflected by the exterior. This way, Solimo can use its price advantage along with these qualities to outdo its competitors.

 

GOALS

A design that focuses on enhancing general quality of the product, especially appearance and taste by making the outside more aesthetically pleasing to the consumer.

It should also maintain professionalism and seriousness, and a credibility so that the consumer knows it’s safe to take. But it should maintain some sort of friendliness, because they shouldn’t think it’s a seriously harmful product, but something like a yummy snack that will help them sleep faster.
 

PRIORITIES

1. Product Name (Melatonin Gummies 5 mg)
2. Benefits
3. Brand Name (Solimo)
4. Image (Strawberries)

TARGET AUDIENCE

Due to the concentration, this should only be targeted towards adults.

Previous users of melatonin/other supplements: They are already used to using supplements everyday, so they won’t be averse to taking melatonin. These people also either have trouble sleeping or want a good night’s sleep, hence they want melatonin. These people have problems with sleep because they most likely have work/school/some other occupation and obligation that takes up most of their day.
Age group: probably towards 18-65 (up to retirement age)

First-time users of melatonin products: Also people with trouble sleeping and with long work days. They are a bit wary of melatonin as something safe and reliable, but are heavily considering it.
Age group: probably towards 18-65 (up to retirement age)
 

BRAND CHARACTER

Once again, Solimo’s motto seems to be that it “offers a variety of everyday goods at a just-right price.” As a company owned by Amazon, its key points are convenience, price, and credibility.

COMPETITIVE SITUATION

More well-known brands. For example,
Olly: targeted towards millennials, big selling point is friendliness (?) of labels towards consumers
Nature Made: more well known, good price