PR MID SEMESTER PROJECT
DilAwaiz
Registration number: 247045
Department of Mass Communication, National University of Sciences and Technology
PR Writing
Maham Bukhari
November 25th, 2021
Target Audience:
The target audience is everybody who loves to eat brownies. Right now, there’s versatile
range of bakeries who serve exceptionally tasty brownies but there are few who consider the
health of their clients.
Primary audience:
1. People who love brownies but avoid eating it because they want to stay healthy.
Demographics:
Age: 12-40
Gender: male and female both
Social status: Middle class, Upper middle class
Educational level: school, college, university students, even graduated and the ones who are
earning.
Geographics:
Region: Pakistan
Psychographics
Behavior: Positive attitude towards life, loves to eat.
Belief: Muslim or Non-Muslim
Lifestyle: Living quite decent life.
Values: Family oriented
Personality: Young souls and hearts
Wants and Goals: Treats food as their escape but does not want to get fat due to peer
pressure.
Secondary audience:
2. People who loves to eat brownies but does not know the harm it can do to their body.
Demographics:
Age: 12-20
Gender: boys and girls both
Social status: Middle class, Upper middle class
Educational level: school, college, university students.
Geographics:
Region: Pakistan
Psychographics
Behavior: those who have a sweet tooth and eat it anyway without considering the harmful
effects of sugar
Belief: Muslim or Non-Muslim
Lifestyle: Living quite decent life.
Values: Family oriented
Personality: Young, happy, cheerful ambiverts
Wants and Goals: Eat sweet to escape blues of their lives and to reduce stress.
The core message:
The brand satisfies the craving of those who have sweet tooth and love eating brownies but
do not want to compromise on their health.
Unique selling Point:
Most people treat dessert as their comfort food and love eating it but then they fear of getting
fat or maybe end up having a tooth decay etc. but we are offering them a solution full of taste
where they do not have to refrain themselves from their comfort food because it would be
healthy. We are baking sugar free brownies which will not be detrimental to health and can
satisfy cravings. We have bakeries who offer delicious brownies, but they are not good for
health hence we are offering tasty, healthy treats hence we will be different from them all.
Anything else:
Challenge: To make people believe that they can actually satisfy their craving without
having to have sugar intake. And to convince them to buy these brownies in order to avoid
health hazards caused by excessive sugar intake
What should they think: It’s not only about cravings but health as well.
The spark: They can eat sweet without getting fat. They can have their favorite desserts
without having to face any health hazards.
Brand name:
Brown-nay!
Background:
Brand focuses mainly on avoiding sugar in brownies hence I was searching for the name
which would highlight the factor of “not” or “avoid”. Hence after extensive research and lots
of brainstorming, I came up with the name “Brown-nay”, where “nay” means no (millennials
slang term) and together it sounds like brownie which is what our brand is selling. I ended up
choosing this name because this serves the purpose of the creation of my brand, serving
brownies without sugar.
Here are some of the other name I considered through the process along with the reason why
I considered them
Summary of the brand:
A brand who will sell sugar-free healthy brownies which will not only satisfy the cravings
but will also be not detrimental to health.
Brand essence:
Brown-nayy! – “Healthy treats to the sweet cravings”
Brand promises to satisfy craving for those with sweet tooth but in a healthy way. Person can
have as many as brownies without having any negative impacts on their bodies (due to sugar)
Company mission statement and Vision:
Vision: One should not sacrifice their sweet cravings, nor should they compromise on their
health.
Spread sweetness in the world without sugar
Mission:
Our mission is to bake brownies and satisfy cravings of the ones with sweet tooth but without
adding sugar which is absolutely detrimental to health. The goal is to spread lifelong healthy
joy by providing healthy brownies.

To make world healthier place without giving up on your favorite dessert

To bake healthy brownies

To inform people about the negative impacts of sugar on body.

Our mission is not to ask people to quit sugar but to provide them with better and
healthy alternative.
Brand Identity:
Brand colors: Brand colors are beige and cream
Brownies are the comfort food for people and brown color represents comfort, honesty,
organic, dependability, and simplicity whereas beige color also symbolize simplicity and
comfort. I chose these colors for Brown-nay because of their mentioned attributes resonate
with this brand completely.
Typography: Font used in logo is Bodoni FLF, which again a very classic and elegant font
and it is modern “serif” design.
Logo: logo has an image of brownie which is obviously to represent our product. The circle
is a universal symbol with extensive meaning. It represents the notions of totality, wholeness,
original perfection and hence logo has a circular shape. Font used in logo is Bodoni FLF.
Brand Personality:
Sincerity, secure, sincere, trustworthy, delightful and wholesome, comfort, warmth,
minimalistic
Sincerity, warmth and comfort as we are providing comfort food without using any harmful
substance i.e. sugar. Wholesome, delightful because they can satisfy their craving with our
brownie treats. And trustworthy because they can rely on us with their lives and their health.
A basic word dictionary:
Healthy, wholesome, treats, happiness, cravings, sweet tooth, joy, secure, quality, taste,
sugar-free, comfort, beneficial.
Brand Voice:
Summary of the principle behind tone of voice:
Our tone of voice is sincere, trustworthy and caring. Our brand believes on providing sugar
free brownies because sugar is determinantal to health and we prioritize health over
everything. But that doesn’t mean one has to give up sugar, hence we came up with sugar
free healthy brownies to satisfy sweet tooth cravings. So, our customers can have healthy
relationship with tongue and body.
Copy of the Brochure
Page 1 : Logo
Page 2: Contact Details
Page 3: What are we selling.
We are providing healthy treats to your sweet cravings
Page 4 : Our mission and who are we?
Page 5: Tagline and crust of our brand
Page 6: Menu
Details of what are we serving and our latest deals.
Art Direction:
I have created something which is minimalist and reflects warmth and coziness. I have not
added extra details but the most important ones to keep it simple as how we are as a brand.
My trifold has a relaxing vibe which was intentional because brownies are the comfort food
for most, and it is giving off the vibe of completeness which most feel while eating sweet
after their meal. My trifold is also like brownies, sweet healthy, basic but heavenly!
Trifold: