I needed to be sure who my target audience was to be able to start branding my boxes. I figured that for the 'fear of the dark' and 'fear of needles' boxes, these would be for young children. Whereas for the 'fear of flying' this could be for children, but usually children love the idea of travelling so it may be more targeted towards nervous adult flyers. I really wanted to link my boxes together so that they would become a collective. This would mean the graphic system would have to be simliar. At this point I decided to drop 'fear of flying' from my chosen phobias to look at and just concentrate on the other two.
After contemplating a number of brand names, I finally settled for COMFORT BOX. It is not too patronising but has a soft and friendly tone to the definition of ‘comfort’. I Can imagine a children’s product named this and something a parent would approve and want to buy for their child.
From this point onwards I started looking at different typefaces that could potentially work for the friendly tone of voice I wanted to get across:
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