Design Matters with Debbie Millman: Alex Center

This English lesson about design and brands hopefully inspires my students with new design and marketing ideas for their company. The creative writing activity directly applies to developing the image and voice of the product in the market. My student G. is currently developing her olive oil brand. This includes the packaging, the website, and the marketing. She wishes she could attend the New York International Olive Oil Competition in April 2014, but cannot this year because she has so much to do in Turkey. As her English teacher, I would like to find available resources online from the participants of the olive oil event. One of the speakers to attend is Debbie Millman of the Design Matters podcast. (1) First, we listen to her podcast to both learn English and to get inspiring business ideas. (2) Secondly, we write and record the voice of our product.

(1) Design Matters with Debbie Millman interviews Alex Center, a designer of vitaminwater, about the history of the bottle design and the origins of the romance copy, the story and the voice of each flavor of drink. Listen for the answers to these questions:

When did Darius create Glaceau and what was happening that year? Listen 15:29

1996
Spice Girls
There was a water contamination scare in NYC.

What is the hydrological cycle? Listen 16:06

Water is created in natural form in the environment from a cloud. It rains and the water evaporates back up into the clouds. 

What is the smart water concept?

All of the water on the market was spring water. This water tasted more pure, delicious, and crisp.

What did Darius name his first water?

Glacier

How did the first bottle look? Listen 17:02

It comes to a point that looks like a nipple. It's gorgeous and interesting but never made it to market.

In 2007, who bought vitaminwater and how much did they pay?  Listen 17:41.

Coca Cola bought vitaminwater for 14.1 billion dollars in cash.

Why were consumers scared of the packaging or the look of the brand?  Listen 18:34

Brands typically have a 'try me, I'm going to be delicious' design. Vitaminwater has a 'clinical, medicinal look and feel, and it stands out.'

What do you hope that somebody is seeing, perceiving, and experiencing?  Listen 19:21

A normal brand would say, 'that's lemonade, pomegranate, dragon fruit.' Vitaminwater says this is triple X, squeezed, power C, revive. 'It's not necessarily which flavor do I want, it's what do I need in my life?' Instead of listing the ingredients, it explains in a way that's funny and interesting. People are looking for products that 'fit a role in their life.' They are doing research 'on the brands they love'. There's an 'intelligence to the brand.' 'It talks to people like they are smart.'

Debbie reads the romance copy for the power C flavor label:

this stuff is red and has something to do with vitamin c. whatever. the real issue: it taste like dragon fruit. where'd it come from? why the majestic flavor name? did king arthur eat dragonfruit? is there a cave in england filled with centaur and unicorn fruit? your mind just exploded, huh?

How does her voice sound? 21:29

sexy, seductive

Where does the voice of vitaminwater brand come from? Listen 22:21

It comes from one writer. It's 'educational, entertaining, hillarious.' 'It's totally unique for a product to talk to a person in a human voice, and to have a voice for a brand that's funny.' 

(2) After listening, there is a creative writing assignment to write the voice of olive oil. Record the voice.

• What does the olive oil say about its nutrition, taste, and appearance?
• What does 'extra virgin' say to 'virgin' olive oil?
• What's the personality?
• How does the voice sound?