As for the name Angry Caveman, it is a name for rebellious, primal icon who has been stuck in a glacier for 50,000 years. Global warming thawed him out and he is extremely pissed off about the state of things. Gone are his primal jungles and natural surroundings. Fast food joints and video games have made everyone miserable. He misses the simple things. His manners are poor and he doesn't speak the language, but he will not rest until he helps modern man get back to his roots. He is naturally fit because of the food he eats and his daily activity. He isn't your traditional sex symbol, but people are drawn to his unwavering commitment to his lifestyle. He's not violent, or mean, but he an intense and palpable hunger that can't be satiated by modern convenience. While he is making food for the cross-fit generation, he cares not about fads, diets, or what is "cool" today. He does not have to look, or talk like them to serve them. As for a female companion, he was found in the ice alone. That is all we know about him so far...
Health Food Nuts who are already know about nutrition. They will be drawn to the health benefits: Raw, Vegan, Gluten Free, Organic, and most of all a powerfully balanced food. You could survive for months on this kale bark and water. They might prefer names like "Modern Caveman" or "Primal Eats", but the Angry Caveman is the living embodiment of the primal nature of our species. We might not want him to be "angry" but this primal emotion is how we labeled him when we found him.
The rebellious nature of the Angry Caveman is a media draw. He is a fish out of water who teaches by example, not by overt intention. Follow him at Twitter @AngryCaveman.
There are many Paleo diets brands and Raw competitors who use words like "superfood", "vegan" to attract customers. This green eco-babble branding is played out. Angry Caveman breaks the trend and is instantly recognizable when put into the crowed marketplace. You can't carry on a conversation about "Kia Foods" but you could have one about the latest exploits of the "Angry Caveman". He is Raw, Primal Nature personified.
Blue Ocean Strategy:
Use ancient technology to create more powerful food. Food is nutrition dense, portable, long-shelf life, complete nutrition. Basically, as natural alternative to the food pills that George Jetson eats.
The logo should be something worthy of putting on a NASCAR!