'BE AN UNFUCKER'

For our final brief of first year we have been set the task of choosing a brand, one of the eight we have been given and create a new fragrance for them, along with a promotional outcome. To start of my selection of which brand I would chose to use in my project I looked through them all and wanted to share my initial response and thoughts on this brand I looked into.

The first one I looked at is called 'Be An Unfucker' and I was straight away drawn to this brand as its such a different name and I had no idea what it could be about so I started by looking at their website. I straight away fell in love with this brand, their tone of voice is so strong and their message is so clear, it's unlike any other brand I have looked at before. The title of this first page is 'READ THIS' which when you read you hear the demanding voice and straight away know you need to read that page. Their tone of voice is really relaxed and casual with the use of swear words and short sentences, they speak directly to the reader and don't hold back. It's honestly what we need now, we have been trying to change peoples actions and attitudes to try and help the world for quite a while and they honestly just aren't listening enough and we haven't made big enough changes to really make an impact so this is hopefully going to be a lot more effective as they are being so straight forward and informative of the truth that we need to hear to really make an impact. Their message and purpose is very clear, straight from the beginning which is important to really grab and involve viewers in this time, they don't want to have to search for the meaning and what they have to do they need it to be told to them straight.

One of my favourite things on their page is the section called 'Change one thing'. In this day it is very hard to ask consumers to make big changes to their lifestyle, you can't just all of a sudden say to really make a difference you need to go vegan or you can't shop any fast fashion brands or can't buy on products that have single use plastic, this does work for some people but definitely not everyone. Most people do what is most convenient to them, in my previous project I asked the question to my followers 'Would you support and take part in the brands sustainability efforts, such as refilling your bottle or reusing your packaging?' and I received many responses saying that they would as long is it was quick, easy and convenient for them to do so. So this page is a great way to teach viewers that they can just do one of these small things to start to change the world.

This section is also very clearly laid out and is a really easy read. Each section is labelled with what sort of area the changes would be in for example 'Food shopping' or 'Out and About' or 'In the Kitchen' and then each title is followed by several change suggestions. They all have a minimal image which is a clear visual of the idea and so you can see what you would be interested in at a quick scan of the page. They all have a punchy, clear title about the change and are then followed by 'Why it's fucked' which clearly explains to you the problems that we are facing, doing this and giving truthful stats makes it feel that much bigger to the consumer, as they only see what they are doing and don't think it has that much of a large impact but when they see the result of the collective problem they will be more inclined to change. It's then followed by 'Change one thing' that clearly states to you what you can do to change the above issue, these captions are also quite jokey and human which is a lot more appealing than them just saying 'Don't use a plastic bag for your banana', they attach a story and connection to you and the idea.

They then have an about page where they greet you with 'Hello there' which feels very personal and direct but relaxed. They give a very short introduction about themselves and the idea behind their business, in the same tone of voice as the introductory page, very consistent. The use of a personal experience also adds to this website and they prove that it really can work and that anyone can start to make the small changes to their lives. Also having the little bit at the end asking you to send in any tips you'd like to add to the website or just to speak to them creates such an amazing relationship between consumers and the brand as they feel they can be a part of the brand and communicate well with them.

The next page is 'Weekly updates' which promotes their social media platforms for more regular updates and interactions. They have Instagram, Facebook and Twitter so that you can have the option to follow them on your preferred platform, however I found through my research into their social medias that they aren't very active on all of them which shows a slight disconnect with consistency and communication with followers which is disappointing to see as social media is a great path for brands to use. They haven't posted on their Instagram since start of February, which is slight understanding because of the current world situation but when I look back on past posts they were too consistent before then anyway. Their Facebook they haven't posted since September 2019 which is nearly 9 months ago now, when they used to consistently post at least once a month before. Then their twitter really disappointed me, they haven't posted since November 2016 nearly 4 years ago. I really think they are missing an opportunity here to continuously communicate with their consumers as it would be a great way to keep reminding them of the small changes they could be making to help the world, also with this subject its important to be timely and keep up with the every changing world and actions. It's good to see that their branding is very consistent across the platforms and websites, using the same imagery and tone of voice, they have developed a really strong brand image.

They do also have a blog but unfortunately as I looked into it I realised again that they haven't posted on it since 2016 and even before then they were only posting one or two a year, which is disappointed as they did post some interesting things which I'm sure consumers would love to read and adds more to the brand.

The final section is their shop, which actually only sells three items. They are very appropriate products to the brand, with a reusable cup, helping you to stop using single use coffee cups, then a reusable card, which is actually a really innovative idea and an amazing way to save on single use cards, I've always thought cards were pointless and a waste of paper as we just throw them away but this way you can keep using it and it's also a great way to save memories. And then a tote bag which can be used for so many things and saves using an single use bags. Even the descriptions for the products carry the same tone of voice and really speak to you honestly and informatively.