FLUX__conceptual food brand.pdf hiiiiiiiiiiiiiii

hii

1. BENJIES
CREATIVE BRIEF

2. YOUR OBJECTIVE
Create a new visual identity for the Benjies Deli & Co brand so
that they can stand out, reach a wider audience and increase
their pricing. You need to deliver the following:
Primary logo and 1-2 alternatives
Colour Palette and Font selection
Packaging design
Business card or Thank You Card
Any other collateral you think suits the brand

3. CORE GOALS 01
02
03
04
05
They would like to encourage more meal-kit
subscriptions
Want to raise their prices in the next year and so are
looking to establish their brand and continue
attracting mid to high income clientele
Want to introduce a range of products available via an
online shop - need the branding to be able to translate
well onto product packaging
Looking to establish a clearer voice on social media
Looking to establish a clearer voice on social media

4. STRATEGY
FOR BENJIES
WHO THEY ARE
KEY AUDIENCE
WHAT THEY DO
VALUE & CHARACTER
- Partnered Couple with 2 young kids, Dog named
Benjie
- Both work from home part-time
- Passionate about food and getting their kids
involved in the kitchen
- Looking for simplicity, flavour and fun
- Wanted to try create more interest and fun in the
kitchen and get the kids involved
- Establish a healthy relationship with food
- work-from-home parents with part-time or odd
schedules (often working all hours)
- have more time with kids to keep them busy
- Want to establish healthy, happy relationships
between their kids and food
- Get their kids more involved and excited about
food
- Middle income - upper income
- Have kids between the ages of 6 months to 8
years old
- Family fun and friendliness
- The Playfulness of being a kid
- Good, Tasty food prepared in under 30 mins
- Quirky and approachable
- Casual but not unprofessional
- Simple to understand
- Instructions a kid could follow
- Weekly Subscription Lunchboxes & Meal Kits
- Opening a local deli for pickup of meals
- Cook book of family friendly meals
- Taking stress out of keeping kids fed
- Time conscious - all prepped in under 30 mins
- Kits and meals available for kids of all ages (baby
led weaning, toddler years and preschoolers)

5. MOOD BOARD 01

6. MOOD BOARD 02

7. MOOD BOARD 03

8. Good luck!