Our concept is a healthy and gourmet food delivery kitchen with an online ordering platform that allows Manhattan office workers and residences to order healthy upscale cuisine through the internet and to receive their food in record breaking time. Menu options will be very healthy and while the concept is not vegetarian, the menu will include several vegetarian, vegan, and gluten free options. Customers will be able to search the menu by these above criteria but also by what items are high protein, low fat, no fat, low sodium, low carb, etc.... The menu will include juices, smoothies, salads, sandwiches, hot and cold entrees, private label nut and dried fruit mixes, pre-packaged but freshly squeezed juices, and a bakery section. The "picnic" naming will tie into a feeling of wholesome and nutritious unprocessed foods that are high quality like they were made at home. The delivery packaging (whether it be paper bags for single deliveries or actual picnic baskets for catering orders) will have the feel of a picnic (think red & white square tablecloth) and the logo should tie into the ideas, images and feelings you have when you think of a picnic at the beach or park. The fact that the customer will have significant transparency to the food nutrition or that the food will be delivered very quickly are secondary in the branding to the feelings a picnic might project
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Wealthy and well educated Manhattan professionals that eat healthy but are so busy at work that they eat at their desks. These people exercise at Equinox gym and are very focused on their appearance. What they eat is part of their public image and the food delivered to their office that people see them eating at their desk is an important signal they send to others. They are upscale and only want to be seen eating from delivery from upscale food establishments. The audience is mixed male/female but probably a little more female although the brand logo and colors should be gender neutral. When the food arrives at their desk/office it will be in packaging that sends a signal "I am healthy, wealthy, and put good things into my body". It will not be subtle packaging, the delivery bags will be fully colored so that even if the logo is covered/hidden the rest of the bag design will be distinguishable enough that others will know where it is from (think Tiffany's or Burberry). I only emphasize the packaging aspect in order to illustrate that this is a very brand and image conscious audience so the logo must be very upscale and have a feeling of high quality. The audience will be exposed to the logo mostly thru either the website, online marketing (facebook, google ads) or when they receive their food delivery or see someone else in the office receiving their food.
A distinctive logo that sends the message of a healthy, wealthy, gourmet, and unique product.... an affordable luxury since it is relatively affordable but expensive relative to alternative delivery food options. The logo should tie in well with the eventual paper bag delivery packaging. Indeed it might even serve to drive the future development of the paper bag imagery and the website look, feel, palatte and style. The colors used are as critical as the pattern and while I prefer not to influence the creativity too much here, I will say that something with red & white table cloth would be interesting because I am thinking this would be a very distinguishing look for the delivery bags if the entire bag had the red & white tablecloth design. The delivery bags will send the "i am healthy and wealthy and concerned with how I look and feel" message and the source of the inspiration for this look will be the logo pattern and colors used. Louis Vuitton luggage and handbags are another look I like where the logo can be repeated in the patter throughout the bag design making for a very distinctive look, even from 25 feet away. Lean towards upscale, trendy, gourmet and less towards food, fast food or delivery in the brand logo. I am building a brand that will be know for high quality ingredients, healthy options, fast delivery, simple ordering, and transparency to nutrients
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