Mary Made: Case Study

Service
Brand Stratagy
Client
Student Project
Collaborator(s)
http://marycarnes.com/

Mary was my desk partner who sat across from me at my internship over the summer for 2019. Her warmth and kindness wis obvious to anyone who first meets her, but I wanted to know more about her outside of the working world. I learned that Mary strides to be approachable, doesn't want to be seen as a rule follower and is known to show off her ballet moves after a few gin and tonics.

Interview Questions
  1. If a stranger saw you at a grocery store, what would be some adjectives they'd give you?
  2. What are some adjectives your family would give you and why?
  3. What are some ~different~  adjectives you'd give yourself and why?
  4. How don't you want the world to see you?
  5. How do you want the world to see you?
  6. What is a misconception people make of you?
  7. What is something you'd want people to know about you?
  8. What are you proud of?
  9. What is a fear of yours?
  10. What does being a 9 mean to you?
  11. When you go out, what is your go-to drink/drink of choice?
  12. What is you party trick?
  13. What are some foods you can't stand?
Interview Conclusion

Mary is:

  • Optimistic
  • Full of love
  • Quirky Magical
  • Strong + deep
  • Creative
  • Stubborn
  • Open minded
  • Connected to the world
  • Kind
  • Emotional
  • Restful
  • Floaty
  • Family Centered
  • Protective

Mary is not:

  • Rude
  • Cold
  • Hard-headed
  • Legalistic
  • Black + white
  • Shallow
  • Weak
My mind trying to find the key point in Mary's story

What

What food/beverage can I brand to be approachable, positive, quirky, strong and rested, but doesn't follow the rules?

Jam — Sparkling/Tonic Water — Tea — Sparkling Tea

Why

I chose to brand sparkling/tonic water with Mary's personality and attributes because sparkling/tonic water is...

  • Bubbly
  • Flavorful
  • Can have lack of flavor yet still exciting
  • Bends the rules of water
  • A go-to drink when adding gin
Brand

Every color, font, shape and stroke was chosen with Mary in mind. The organic, free spirit that Mary chooses to be is represented in these three flavors of tonic water. It is 100% Mary Made.

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