** Unfortunately my colleagues are not 100% decided on the name of the product / logo **
Note: this is NOT asking for two logos, we are still running the contest for one logo.
We are currently considering two names and two tag-lines :
If possible please see if you're able to incorporate BBQ somewhere...(not essential)
1) Brotherhood (2nd choice)
2) Primal Kitchen (1st choice)
1) Ignite flavour together (1st choice)
2) good mood food (2nd choice)
Please include "wood chips" above the flavor. Thank you !
Please come up with ONE name / tag option and then once we have awarded the winner we might consult with you to see if we can incorporate the other name if we do decide to change it.
CLIENT NAME PROJECT NAME
Jan Hutton Global Contemporary BBQ Brand
Mobile available on request
Introduction: Please take a moment to read and review all information (in brief and attached comments to images) as it will assist you to better understand what we want. This is the first of additional BBQ products to be added to our range.
Jan Hutton and Holger Numrich are the co-founders of Gold Coast Global Trading (Pty) Ltd, an international leader in providing quality lifestyle products; sourcing and importing well designed, purpose-built products that add value to people's lives across North America and Europe. We are proud to have earned a reputation over the past 12 years, for collaborating with our preferred manufacturers, bringing select premium products to market. Our corporate promise is to enhance the quality of our customers lives, providing exceptional products and services. Our website is not consumer-facing, only for buyers and Amazon. http://www.goldcoastglobaltrading.com
On average our company launches a new product every quarter. This project is focused on the launch of a new line of bbq-related products. Our scented wood chips product is specifically the brand we are developing at this point in time. Different types of wood produce different flavours. Wood chips are used to substantially enhance the flavour of barbecued food through a smoking process. The secret to a memorable bbq meal lies in the flavours of the smoking wood. The wood adds a tantalising and unique flavour to food, and it all happens naturally during the cooking process. Which flavour wood chips are best used for smoking salmon, or smoking pork, or smoking chicken or smoking beef? Our bbq brand knows that some woods simply work better, they complement the meat better. And while meats are the most popular food to smoke, you can also smoke nuts, cheeses, vegetables and more.
This is a compelling consumer product brand, which is segmented into 3 - 6 flavour sub-products. This project is to develop the family brand identity. In other words this is a single brand that is to be carefully applied with simple delineation to each product flavour. Our bbq wood chip product range will possibly comprise of the following flavours: Oak, Hickory, Maple, Pecan, Apple and Cherry (currently undergoing research).
It's important to realise that there is very little product differentiation across all brands of wood chips and therefore the competitive point of difference is actually the brand. Our brand intention is to instil a perception of quality, consistency and trust, which will result in our consumers paying a premium for our bbq wood chips. Leading brands like Brotherhood are more than a product -- they evoke memories and aspirational emotions associated with quality food and lifestyle. When consumers trust a brand, it makes them loyal, and when they are loyal, they buy more. For this reason, our company believes that we launch brands not just products. Which makes this project a very valuable one to us, as we place significant emphasis on world-class branding.
This product will be marketed on e-commerce platforms as well as through our key distribution partners and through social media channels.
Our company is looking to disrupt the bbq category with a fresh interpretation of trendy branded barbeque products. In general, this category is renowned for sub-standard design, limited consideration and cheap materials. Historically its aimed at the uninformed male consumer who doesn't know any better than to grab the product at eye-level.
Our intention is to change this totally, to be unconventional in our brand and our packaging - to stand out from the crowd; appealing to the bbq connoisseur who knows the skill required to host the perfect outdoor meal.
We are hoping to achieve global status as the Aston Martin of bbq brands appealing to the James Bond of outdoor-fire cooking. The brand plays a very important role in us achieving this, figuratively positioning our product as a stylish table condiment (so-to-speak). Our success will be measured through online sales, through instantly looking distinctively different to our competitors (different in both premium quality and sensory association to food with an organic feel).
OUR AVATAR - TARGET AUDIENCE
The bbq wood chips are aimed at the aspirational bbq man (although possibly purchased by a woman online). Our target male audience is proud of his "inner chef". Our avatar is a well-informed man, he knows the tools of his trade, he knows how to make a lasting impression, and how to serve the perfect meal. He's a middle-aged, trendy, healthy guy, who becomes the conductor of the orchestra when he lights up his fire.
Although our brand is aligned to food, it's equally about elevating the people, the relationships, the conversations that happen during a barbeque. Our avatar is a stylish outdoor "bbq hero" to the people he serves, and nothing means more to him than receiving a compliment from his peers about his exceptional flavoured meat. This is his moment to shine. This is his private kitchen, This is his domain,
The brand will be stylish, food-orientated, organic, masculine …rugged yet refined. Like a whisky or cigar or high-end coffee brand but applied to a food theme (bbq). In general wood chips are treated like wood, not as part of the flavouring process and we believe it's important that they are branded and packaged to look appetising, as part of the table condiments associated with cooking food, with a contemporary design twist.
CREATIVE ASSET DELIVERABLES
-High resolution, layered artwork
-Vector logo design file in the following file formats:
Adobe Illustrator (.ai) file, EPS, PSD, PDF , JPEG, PNG, GIF, font name (and download link)
-Brand rendered onto product (BBQ package application) as an example to show suitability (willing to pay more if required for additional 'prototype renders')
-Colour Pallet used / recommended
-Consideration of complimentary 3-6 products (flavour variants)
THANK YOU - we look forward to working with you.