THE ETHOS and OVERVIEW
The products will be marketed with a message that the anthocyanin (pigment) content that makes blood oranges red are one of the most potent antioxidants and further are one of the most effective functional foods to protect people from cancers and other diseases such as cardiovascular conditions (arteriosclerosis). however we do not want a stodgy almost medical feel to the logo as we are saying you can get all of these health benefits with a good taste to boot. We want to promote the good flavor as a way in which to promote the consumption over functional foods such as spirulina and wheatgrass shots that have health benefits but taste disgusting. As such we still want a fun logo and effectively poke fun at the other types of functional foods that taste bad. It's healthy and it's good for you!!!
One of our slogans is EATREDLIVE - ie, you eat red foods and you will live longer
VitaminRED - is what we call the red pigment called anthocyanins and is what gives them their health benefits.
RED is the word and colour that ties everything together.
Given the health benefits we aim to target families and older people initially with this brand. However we also want to extend this brand to the younger demographic who may be interested in using the juices and granita mixes in alcoholic drinks and cocktails where they would be branded Redbelly in bars and cocktail lounges.
We would like a "cheeky" brand/artwork. A little irreverent.
We need two cartons designed:
1. 10kg Carton/Tray for PREMIUM 1st Class Blood Orange
-these would be supplied to top restaurants and bars across Australia and Asia
2. 20kg Carton for 2nd Grade Blood Oranges
-these would be supplied to users who would juice/process the fruit into gelato, fresh juice and food products and who are less concerned with the external appearance of the fruit.
THE NECESSARY INFORMATION:
Please look at the Further Requirements section of this brief, it contains an explanation of the uploaded files, the requirements below will need to be placed on the templates below:
Certain information has to be on the short ends of the boxes.
1. We need an information panel with the following boxes:
Count [empty box], Variety [Blood Orange], Grade/Class [ empty ], Registration No. [empty]
2. Australian Produce
3. Contact Information:
Redbelly Citrus Pty Ltd
Farm 1817 Mallinson Rd
PO Box 1215
Griffith NSW 2680
Ph: +61 2 6964 3288
Fax: +61 2 6962 6878
4. Put somewhere prominent "AUSTRALIAN BLOOD ORANGES"
THE BRANDS AND TRADEMARKS
-The principal brand that should dominate both boxes is REDBELLY.
-The OTHER trade marks we want to use:
-"EATREDLIVE" - where RED is in the colour red and different colour to the words EAT AND LIVE
-VitaminRED again where RED is in the colour RED
[See above at ETHOS for the reasons we use these marks]
For the 10kg boxes the main trade mark will be REDBELLY or maybe REDBELLY Select or REDBELLY Premium, or something similar.
For the 18kg boxes the main trade mark is not yet final. Indeed, we haven't thought of it yet. We were thinking just RED by Redbelly. By all means suggest anythingyou can think of here.
A few guidelines:
The 10kg premium box should be less busy and a bit stand out. A little more luxurious minimalism here we think. From a distance the pallets of 100 cartons should stand out.
The 18kg boxes can be (or we would want them to) be very red and visibly red from a distance. This will be the cheaper fruit and the design should be juicy, luscious and cheerful.
I have been told by my packaging supplier that technique used to print the cartons will be post-print printing and there are a few guidelines:
- There is a printing tolerance of +- 3mm
- Up to four inks will be used however the less used, the cheaper the product will be.
- Backgrounds will be white or natural cardboard but we can use a different color but will be counted as of the inks used.
- I have been supplied with a spreadsheet with color codes which make no sense to me but I hope they do to you.
LIST OF ATTACHMENTS
1. Redbelly Logo in .ai
2. Colour Codes/Spreadsheet
3. Blank 10kg Carton Layout
4. Sample 10kg Carton Layout
5. Sample 18kg carton layout
6. Redbelly Brochure - for use of EATREDLIVE and VitaminRED tm's
Thank you and good luck!