Context
Group project
Year

2018

Deliverables
  • Brand identity
  • Marketing study
Partners

When lava lamps are disappearing, we put it back on track.

When we let it free to determine a product on which to develop a marketing campaign, no hesitation. We dig in the kitsch, the retro while trying to create pleasant renders. It’s time to revive the lava lamps.

New brand, new identity

To determine the name of our brand, we rely on features of our product. The term FEVER is derived from the heat produced by old lava lamps. Plus, a nod to the cult movie  » Saturday night fever  » matched our nostalgic positioning of the 80’s. FEVER is a striking and representative name of the universe of our brand.

The FEVER logo is composed of two elements:
The bubble, characteristic of lava lamps, is a very recognizable element.
The brand FEVER, associated with the subtitle « Heat is on », reference to a cult song of 1984 by Glenn Frey, serves as an eye-catcher for the brand with its targets, the vast majority of whom are between 18 and 35 years old.

Color & material

The brand FEVER plays on strong nostalgic values ​​that we wanted to remember in our colorimetric choices. Three shades have been selected, and renamed to appear in this chart.
In order to remember our affiliation to the 80s, the three colors chosen are mostly neon colors.

Kiss Lava

#FB5EB3

Rubis Lava

#FE634E

Smoke that comes from Lava

#FFFFFF

Modular product

In order to invest the maximum number of fireplaces, FEVER is inspired by the brands of streewear shoes and proposes to completely personalize its lava lamp. The customer is offered the opportunity to create according to his tastes, his references, his desires the lava lamp of his dreams. The customization concerns all parts of the lamp: bubbles, glitter, shape of the glass, shape and color of the base and hat.

A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences

Packaging

The FEVER lava lamp remains a fragile object that requires special care during transport.
Designers and engineers have designed a 100% recycled material pack that provides complete product safety during delivery.
This pack base allows all kinds of declensions in limited editions.

FEVER builds its communication on a strong iconography, connected to the fluids present in the lava lamps as well as the neon colors.
The absence of a physical store creates a scarcity effect of the product that will found a « myth » around the brand as developed by OnePlus and Supreme for example.
The Youtube platform is full of communities related to videographers.
Some have millions of subscribers, often 15 to 20 years old.
FEVER plans to take advantage of these active audiences to launch a Growth Hacking campaign, in paid partnerships with videographers.