rebranding campaign

“I love food. I’ve been working in restaurants and grocery stores my whole life, and if i’ve learned anything, it’s that food tastes best when it’s made with real ingredients.”

“Founder, Food Should Taste Good Inc.

rese

arch

proc

ess

style

solu

tions

“I love food. I’ve been working in restaurants and grocery stores my whole life, and if i’ve learned anything, it’s that food tastes best when it’s made with real ingredients.”

“Pete

Founder, Food Should Taste Good Inc.

1 research6 abstract

8 target market10 competitors

12 brief14 references

3 style

20 brand 22 print

24 motion 26 summery

2 processmoodboard 16imagery 18color 20font 22

4 solutionselectronic media 28social media 30print media 32

rese

arch

proc

ess

style

solu

tions

1research

abstract 6target market 8competitors 10

brief 12references 14

6

1research

abstract 6target market 8competitors 10

brief 12references 14

rese

arch

proc

ess

style

solu

tions

7

6

abstractFood Should Taste Good has been on the market

since 2006. This company offers to the consumer a healthy and natural food product, tortilla chips. The

company has a unique business model to make food taste good and use only natural organic ingredients. Global warming and ecological issues drive concern

for the environment. The healthy natural lifestyle trend is on the rise and the consumer is anxious for en-

vironmentally safe and healthy products. The brand offers a product that is safe and healthy for people

and the environment. The company’s disadvantage is that it is a young brand on the market that is not

recognizable on the shelf and has not yet established a reputation with loyal support.

rese

arch

proc

ess

style

solu

tions

7

12

blue corncantina

chocolate

hemp kimchimultigrain

olive sweet potato

the works

toasted sesame

barbeque sweet potato

rese

arch

proc

ess

style

solu

tions

13

blue corn dipping chips

cheddar hatch chile

jalapeno

jalapeno with cheddar

kettle corn

lime

white cheddar

originalsweet potato

salt & peppersweet potato

brown rice crackers

8

target market Fifty years ago breakfast would be prepared by the

mother, the stay at home homemaker (Bruhn, 1998). Since then the food habits have changed due to a va-

riety of factors and trends including changing taste, lifestyle, and convenience. One of the major recent so-cial-economic trends is the increase of women involve-

ment in the labor market. The fastest growing groups are Latinos and Asian Americans. Latinos are in the U.S.

reaching 30 million people (Bruhn). This dynamic drives changes in traditional American food inducing a new His-panic flavor. The trend for adventure expresses a desire

for new tastes and new food. The trend toward indulgent self-gratification is raising the consumption of snack food to 23%, candy 11%, and cola 13.5% (Bruhn). The pop-

ulation of the U.S. is growing, and going from 300 million to 680 million by 2040 (Bruhn).

Forty Five Percent of Americans select healthy foods; they are college educated, working long hour’s professionals (Bruhn). In the past five years the healthy snack market has risen 41% (Specialty Food, 2012).

Consumers are fighting obesity and health concerns by choosing a healthy alternative. Younger adults consume

snacks more often than older. The rising population of 30-65 year olds is the healthy snacking consumer (Bruhn). Food Should Taste Good Company has an

opportunity to reach the target consumer and establish a trustful relationship and brand identity.

rese

arch

proc

ess

style

solu

tions

9

Competition Logotype/logomark Survey.

10

competitors there are several major competitors on

the market:PepsiCo

Kellogg Company Kraft Foods, Inc.

UnileverProcter & Gamble Company

Competition Logotype/logomark Survey.

rese

arch

proc

ess

style

solu

tions

11

12

briefCompany name:

The company name is Food Should Taste Good, General Mills.The industry is Food.Category is snacks.

Primary products:Chips

CrackersOrganic/natural.

Campaign project objective:To rebrand company by establishing the brand identity on the market, for

purpose of increase the revenue of the brand on the market.Big Goal (BHAG):

To expand the target audience on the market.To increase brand awareness toward a new target group and increase

sales by 3% vs. year ago.Primary deliverables:

Evolved logoNew web design

The app, recipe bookAdvertisement, digital, print, and motion.

Key tenets:Flavor

HealthyNatural

Primary TARGET AUDIENCE for your project:DEMOGRAPHICS: Location, Age, Income, Marital Status,

Education, Gender, Occupation, etc.”• Any location around the world, the age group from 3 and up, single andmarried, man and women, any occupation, any education, healthy active

or not, who likes tasty food.”TARGET CLUBS & TRIBES:

• Healthy Grocery stores” • Restaurants”

• Fitness clubs” • Facebook healthy active adults”

2 Primary COMPETITORS:• PepsiCo”

• Kellogg Company” • Kraft Foods, Inc.”

• Unilever” • Procter & Gamble Company”

2 Key STRENGTHS & 2 Key WEAKNESSES

rese

arch

proc

ess

style

solu

tions

13

14

references

rese

arch

proc

ess

style

solu

tions

15

2 process

moodboard 16imagery 18

color 20font 22logo 24

12

2 process

moodboard 16imagery 18

color 20font 22logo 24

proc

ess

style

solu

tions

13

moodboard Fifty years ago breakfast would be prepared by the

mother, the stay at home homemaker (Bruhn, 1998). Since then the food habits have changed due to a va-

riety of factors and trends including changing taste, lifestyle, and convenience. One of the major recent so-cial-economic trends is the increase of women involve-

ment in the labor market. The fastest growing groups are Latinos and Asian Americans. Latinos are in the U.S.

reaching 30 million people (Bruhn). This dynamic drives changes in traditional American food inducing a new His-panic flavor. The trend for adventure expresses a desire

for new tastes and new food. The trend toward indulgent self-gratification is raising the consumption of snack food to 23%, candy 11%, and cola 13.5% (Bruhn). The pop-

ulation of the U.S. is growing, and going from 300 million to 680 million by 2040 (Bruhn).

Forty Five Percent of Americans select healthy foods; they are college educated, working long hour’s professionals (Bruhn). In the past five years the healthy snack market has risen 41% (Specialty Food, 2012).

Consumers are fighting obesity and health concerns by choosing a healthy alternative. Younger adults consume

snacks more often than older. The rising population of 30-65 year olds is the healthy snacking consumer (Bruhn). Food Should Taste Good Company has an

opportunity to reach the target consumer and establish a trustful relationship and brand identity.

16

proc

ess

style

solu

tions

17

18

imagery People believe in the healing nature of food and se-

lect the healthy choice to prevent major diseases. The target market is the specific group of people that appre-ciates a healthy product and enjoys flavorful taste. Imag-es for the campaign will be focused on the personality of the brand. The product of the brand is a healthy, natural,

and organic food item. The Food Should Do Good targets that it’s good for

people and the environment. Images of family and friends gathering around a table, people in fitness activities,

yoga, and playing games bring desire for a healthy living style. Positive emotions, enjoyment of life, and sense of community are the main selection for the imagery of the

mood board.

proc

ess

style

solu

tions

19

rese

arch

proc

ess

style

solu

tions

color The voice of natural, organic, and good for peo-

ple should be highlighted throughout the campaign. The main color scheme of the project is red, orange, brown, and green. Colors and shapes draw reader’s

attention (Weinschenk) before reading the text. The green color imbues a clean, recycle, organic, and na-ture based element. Other colors researched are the

brown, orange, and red. These colors should be a light pastel palette. Colors “evoke emotions” (O’Grady, 2006) and feelings. Red color is linked to passion and

excitement. An orange color evokes feelings of hun-ger. Brown is the mix of red and orange. Brown com-plements the recyclable material and often it’s a brown

carton bag.

20

proc

ess

style

solu

tions

21

proc

ess

style

solu

tions

proc

ess

style

solu

tions

13 23 87 0225 188 67

11 62 100 1 219 119 17

30 50 75 10 169 124 80 50 0 100 0

141 198 63

22

font The font of the campaign proposed to Helvetica. Helvetica typeface has a clarity, openness, and looks

sophisticated on the white background. The Helvetica typeface offers varies of visual weights from light, reg-ular, bold, and black. It benefits to balance, blend the

mood of the campaign.

one for me

proc

ess

style

solu

tions

23

proc

ess

style

solu

tions

one for me

one for you

for us

24

logo The name of the brand is long but it has a hid-

den agenda. The brand sends a message to the consumer through a straightforward memorandum.

The current logo has a black and white with no color involvement style. The font is traditional serif typeface, all capital letters. The capital letters are harder to rec-

ognize and it takes more time to read. According to Weinschenk, “people perceive capitals as shouting,” so save capitals for the headlines to get someone’s

attention. The simple square outlined message looks like a nutrition label on the product. Actually this ful-fills its purpose. It brings attention to the brand be-

cause it is capital letters. On the colorful bag of chips the black and white name tag stands out better and looks like a statement. The brand is doing “good” for

the body and for the people. “Good for you, good for me, good for us” is the brands message. The rec-

ommendation is to change the logo font to Helvetica. Helvetica typeface has a clarity, openness, and looks sophisticated on the white background. The typeface of the main wording should be changed to sentence

style and the font on the word “good” leave capital. A proposal is to emphasize the word “good” in light green pastel color palette. Another suggestion is to

change letters of the “good” word color to the colors of the ingredients. The sweet potato, the jalapeno,

olive, and the blue corn are most distinctive colored ingredients. The typeface would be changed to the

kid’s handwriting on the word “good.” The goal is to create a tag word that the consumer memorizes

about the brand.

proc

ess

style

solu

tions

25

proc

ess

style

solu

tions

logo research Healthy and Natural logo research is

based on Healthy and Natural l ifestyle concept. The original logo contains the logotype in form of

the simple message to the consumer. The design started from sketching the mind map ideas around the words nature, healthy, lifestyle. The most com-

mon directions that engage all directions were good, smile, and nature, green. The logo design

started from black and white sketch. Several ideas conclude the design process. The final three logo was chosen by the context of green natural envi-

ronment that is healthy for everyone on the planet. The client selected one of the most related to the original logo style. The client’s vision is to stay in the same healthy, natural category of the prod-uct, and maintain the health conscious target au-dience. It was decided to add color and logomark to the logo. The color is pantone # 8CC63E. The logomark in form of the word “good.” It creates the memorable tag word for the consumer and brings the feeling of nature in vine elegance wording style. Designer presented the logo in black and white, color, transparent 20%, inverse transparent, and in-verse white on the black background.

one colorblack on white

24

one colorblack on white

one color inversewhite on black

transparent 20%

25

proc

ess

style

solu

tions

3 style

brand 20print 22

motion 24summery 26

style

solu

tions

4 solutions

28 electronic media30 social media

32 print media

26

4 solutions

28 electronic media30 social media

32 print media

27 solu

tions

“I love food. I’ve been working in restaurants and grocery stores my whole life, and if i’ve learned anything, it’s that food tastes best when it’s made with real ingredients.”

Pete

Visit foodshouldtastegood.com for coupons and recipes or “like” us at facebook.com/foodshouldtastegood to enter our giveaways and contests!

Food Should Taste Good & Design and (it’s a cracker, too!) are treadmarks of

Food Should Taste Good, Inc.Distributed by:

Food Should Taste Good, Inc.PO Box 776, Needham Heights, MA 02494

Call us: 1-877-588-3784Visit us: www.foodshouldtastegood.com

Product of USA3209343101

Founder, Food Should Taste Good Inc.