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Food Vending Machine Logo Design
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US$400
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205 Designs
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112 Designer
Logo-Design Kurzbeschreibung
This project is for logo development and branding for a business which will sell gourmet sandwiches and snacks through vending machines in Dubai, United Arab Emirates.
The product offering is: great tasting, relatively healthy sandwiches and snacks available to consumers on-the-go. Products will be premium priced.
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Dear All, Sorry but I wasn't able to provide all the details upfront, please find more info below:
Target Audience & Location:
Vending machines will be placed in large office towers which have a large number of employee’s. The target audience are middle to upper income consumers, of primarily European, American and Expat Arab backgrounds. The age range we will be targeting is 25-40 year old male and female consumers.
The main meal-time we are targeting is working lunch while secondary meal times are breakfast and afternoon/evening snacks purchased on the way home from work.
Consumer Insight:
"There’s lots of great food in Dubai but after a while it all starts to taste the same, I’d like something different.”
“The idea that you can make healthy choices consistently is unrealistic, sooner or later, you go for what’s easiest!”
“Sometimes I need to get away from my desk, grab something to eat or drink just to take a break”
Competitors
Competitors that can deliver consumers a similar offering (convenient food on the go) are:
Costa Coffee: Costa coffee has a very wide distribution in Dubai (over 50 outlets in the UAE) which make it a leading sandwich vendor in the city.
Starbucks: Across 99 outlets in the UAE, Starbucks makes a considerable amount from sales through their non-coffee offering.
Subway: Subway has been growing in the UAE at a rapid pace, their success in the region shows the adoption by consumers of the sandwich concept.
The Challenge:
Come up with a compelling brand identity and imagery that overcomes consumers natural distrust of food in vending machines and turns it on its head to deliver a brand that makes the consumer feel that the offering is of a higher standard than what is being offered today.
Objectives:
- Get the brand noticed through use of vibrant colours and appealing design
- Entice the consumer through appealing to their taste buds primarily, with better health inferred by the clean colors and design used.
- Visually demonstrate the high quality of the products
- The concept should balance a clean, healthy look and feel without offsetting the superior taste promise
Reference Brands:
Each of these brands has a particular element or strength that we would want.
- Ben & Jerry's (http://www.benjerry.com/) for it's bold, bright, noticeable, fun and funky designs that would work well with a vending machine trying to attract attention.
- Innocent smoothies (http://innocentdrinks.co.uk/) for their laid back, playful, clean/crisp communication of healthy smoothies.
- Prêt a Manger (http://www.pret.com/) because they are a leader in the gourmet sandwich field, but also because they reflect high quality, desirable sandwiches that appeal to the taste buds whilst conveying health.
- Wild Peeta – A Dubai based brand which has a funky fresh feel to it, and is more relevant locally - http://bit.ly/SY8plH
Brand Name:
The brand name we have selected is The Fridge. The name reflects how we want the vending machine to be perceived. The tag line is “real good food”.
Brand Personality:
The brand has the following characteristics:
Friendly: We want the brand to build a relationship with people over time, but also to be approachable from day 1. It should not push people away or make them hesitant to interact with it.
Original/Innovative: The brand is not ‘just another food brand’. It is truly original. It defines its own rules and is a leader in innovation.
Integrity: The brand delivers on its promises and it does not let consumers down. It is honest and upfront about what it is and stays true throughout.
Cool: The brand is hip, it is independent and leads rather than follows. It is not so arrogant that it does not respect others, but it is not trying to impress anyone either.
Added Friday, August 31, 2012
Zielmarkt/( -märkte)
Business professionals of a European/Western background ages 25-40.
Industrie/Einheitstyp
Business
Logo Text
the fridge - real good food
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Jeder Schieber zeichnet eine der Charakteristiken der Marke des Kunden aus sowie den Stil, den euer Logo widerspiegeln sollte.
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Zahlungen
1. Platz
US$360
Zahlung fürs mitmachen x 2
US$20