Brand Identity: Creative Brief
Assignment
What succinctly are you asking us to do?
Develop the visual identity of the CLIENT brand. This will take the form of:
- Logo
- Color Palette
- Key Messaging
and will be displayed on
- Business Cards
Who are we trying to reach?
Explain how the target audience currently thinks, feels and behaves in relation to the product category, the client's brand, and the client's specific product or service.
CLIENT is selling a high-quality beef product to be cooked at home or with friends at a special occasion. We found a group people take the utmost pride in those activities.
They are called foodies.
Who are these Foodies?
Foodies are chefs at home:
75% cook at home several times a week – 93% of those cook daily for themselves and their family as opposed to eating out. They embrace their role and the positive impact they can have on others' happiness and nutrition.
US Foodies are social:
While you might think that Pinterest would be the hot spot for sharing of food ideas and recipes, only 36 percent visit that particular social outlet. Facebook, however, is Foodie central, 90% of US Foodies visit Facebook up to seven times per day. 73% browse #foodporn on Instagram.
Foodies are constantly online looking for inspiration for their next meal. They also love to share their successes: 74% up to the age of 30 and younger take photos or videos of their food for social media, compared to 53% of people ages 30 to 39. Fifty-two percent of folks ages 40 to 49 did the same.
When asked, 84% of American foodies say they cook to express their creativity. This group is increasingly fond of world cuisines especially Latin and Asian dishes. As a primarily American food, steak does not fall conveniently into that category. However, Wagyu’s heritage, and the culture it comes from, represents an opportunity that we can exploit. Foodies want to try something new and adventuresome, CLIENT can provide that.
While e-commerce sales of food and beverages only represent 2% of all ecommerce sales for 2015, that 2% adds up to an $8-billion-dollar industry. This is a niche segment of a neophyte sector that includes other premium meat sellers, beer and wine clubs and even online grocery shopping. There is much room for new players to emerge and leave a mark on the industry and customer’s perceptions.
What do we want them to do?
What specific goals does the client want to achieve with this project/campaign?
We want them to Think CLIENT (The Client's name really played into this. Unfortunately, I've had to anonymize)
This group is naturally drawn to a high-quality ingredients and aren’t scared of expense. We want them to think of our product and a sophisticated brand and well-executed identity are a big part of that. Generally, Foodies don’t buy online, we need to entice them to do so. Our launch plan and this identity will help to drive that.
What is the key idea?
In a sentence, what is the single most important thing to say?
Steaks from CLIENT are the most premium meat product produced in the USA and one of the most premium food products you can buy—anywhere.
What content will be included?
As of now, there are no prerequisites. This is a fledgling brand with no current identity. Please see the SOW and Keynote Presentation in Basecamp for additional brand planning information.
Where is the communication going to run?
The primary applications for this identity system will be business cards and the website. However, as our target audience is highly social, those applications should also be kept in mind. In the long view, CLIENT’s founders see their business every bit as big as Omaha Steaks. In that light, the applications for the brand are almost limitless.
Mandatories
Specs, disclaimers, etc.
The only mandatory at this stage is that all work needs to line up with the expectations and examples set forth in the planning. Succinctly:
- We are proposing CLIENT use social influencers to generate interest
- These influencers will arm our target audience with “codes” that can be used to unlock the ability to buy the product. Exclusivity.
- They will buy the product on a website that is two “Chambered”.
- Chamber One is a video-based gate that you must have a code to get past. See www.bbqcultures.com as an example.
- Chamber Two is a shopping cart where you can buy the product. It’s very deep in information and beautifully designed. See http://www.natural-fnb.com/ as an example.