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Citizen Chef Soon Entering Whole Foods Needs a New Packaging Design
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Alimentos y bebidas
We offer all-natural, fresh ingredients to make quick, easy meals at home. Options for quick, easy meals are mostly limited to frozen options, canned goods, and drive-thrus/takeout. Found in the produce section of grocery stores, Citizen Chef provides peak seasonal freshly cut vegetables, all-natural gourmet sauces, and premium grains. All you do to make an amazingly delicious and healthy, balanced dinner is add your choice of meat or tofu, and cook everything together in 15 minutes. And all our dinners, which represent a range of global cuisines, were designed from scratch by a local San Francisco chef.
¿Cuál es tu visión?
We’re currently on the market but have been having some design challenges. We're in the produce section next to salad kits and bagged lettuce, and at first glance, it's not always clear to people that we're offering fresh ingredients that you cook to make a complete, hot meal. To help this challenge, we're changing our packaging from a plastic container to a paperboard one that helps you see more of the fresh ingredients at first glance. For this project, we'd like help designing a label for our new packaging. The label can take any form (sticker, cardboard sleeve that fits around the whole package, etc.) and we're open to including pictures or just having text/designs on the label. The sleeve label would be approx. 8" wide by 3" tall. And the sticker label could vary by shape/size - we just need to make sure you can still see the fresh ingredients. We need for the label to make it clear what Citizen Chef is (fresh ingredients for cooking) and how it works (we give you all the freshly prepared ingredients and you cook a meal in 15 min.). And we also want the label to be eye-catching (i.e. something you'll want to pick up/try). We're providing some attachments for your consideration: (1) our communication guidelines, (2) our current logo, (3) a picture of the package the food comes in on which the label would go, (4) some pictures of the ingredients and finished meals, and (5) a short article that tells you what we're all about - this should give you a pretty good idea of what's important to us! The label needs to include the following information: (1) our logo, (2) the variety of the dinner - for this project you can use "Thai Sesame Satay Stir Fry," (3) some type of communication that you can add your choice of chicken, beef or tofu, (4) some communication about the 15 min. cook time, and (5) an "all natural" message. And feel free to include anything else that you think would be helpful. If you feel certain designs would make us more compelling, feel free to play with different fonts, images, colors, etc.!
Our target audience is busy parents or young working professional couples/singles who want to eat high quality, healthy food and cook fresh dinners at home but don’t have the time, energy, or know how to do it. It's people who want to feel good about the dinner they’re eating – to have convenience but not sacrifice health or quality. For these people we want dinner to feel simple and for Citizen Chef to be the option that gives them the best of both worlds - fresh and fast, healthy and convenient, delicious and satisfying...despite lack of time/energy, you can still feel like you're doing something special and eating well. We really want our brand to feel very fresh and natural - this is probably the most important thing. But we also want to feel vibrant and culinary. And to have a fun/playful feel to us! Kind of a mix between Whole Foods and Trader Joe's.
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