• £140

• 38 designs

• 8 designers

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Packaging Design Brief

TR00™Granola is a new brand – the packaging is one of the first touchpoints with consumers. Initially this will be in Farm Shops and Garden Centres; places where shoppers are looking for interesting new products and inspiration. We need to stand out in these busy, ‘homespun’ environments with an impactful, distinctive and engaging pack design.

The key brand communication objectives are:
o The create a unique and own-able pack design that builds a powerful Tr00™Granola brand
o To reflect FRESH with an ambient product in an ambient category
o To communicate our mission to create ‘an irresistible breakfast that brings families together at the breakfast table’; our passion for food and our strong natural foodie values
o To use the pack as a start point for an on-going dialogue with consumers – one that we hope will continue through social media channels (as there will be little other marketing support)

On a practical level we also need to:
o Visually disrupt the fixture providing stand-out and strong shelf blocking using the 3 variants
o Have a pack design that will work as well in Farms Shops as in mainstream grocers so that it remains constant as we develop and grow across the retail trade

Carton dimensions - height 240mm x width 160mm x depth 50mm

Target Market(s)

• 35-55-year-old busy women – pinpoint 40yrs mums
• Enjoy cooking and ideally want to make from scratch, but lack time and inspiration
• Health aware, look after themselves and choose ‘better for you’ options as a balance to their indulgences
• Like to try new things, quite experimental, especially when it comes to food. Actively seek out new food at Farmers Markets and Food Shows
• Have more time at the weekend, especially for breakfast, and want quick, convenient, healthy, delicious options to start the day
• Love spending time together as a family, really appreciate moments when everyone comes together
• Take pride in serving up delicious food; love getting positive feedback
• Delighted to find a short cut (especially undetected) and shares discoveries with friends
• Currently buy meal kits for quick evening meals and may even buy ‘Hello Fresh’ or ‘Gousto’
• More likely to shop for groceries on Ocado or at Waitrose or Sainsburys (or even Lidl). Likes to pop a few culinary treats into the basket.

Industry/Entity Type

Farm

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Font styles to use

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• We see Tr00™Granola as a warm, stylish, modern, authentic brand that connects with the consumer in an emotional way. They should really feel it is a brand that speaks to them personally, one that they are proud to buy.
• Must haves:
• * TrooGranola logo
• * 'be troo to yoo' strapline
• * 'Toasting Kit' descriptor on the front and 'Fresh Granola Toasting Kit' on the back
• * 3 step process communicated - 1. Mix 2.Toast 3. Eat
• * Show that it contains all natural ingredients - nuts, seeds, oats and honey
• * 3 colourways - one for each of the 3 variants (Super Fruity, Super Nutty and Super Seedy)
• * Freshness / natural cues
• *Communicate - "No artificial colours, flavours or preservatives; good source of fibre, source of protein; no refined sugar"

Nice to have

• * Should it have a picture of a bowl of granola on the front? Not sure...
• * Is there an opportunity for the design to link across the variants to create more visual impact at point of sale

Should not have

• * not too fussy or complicated - we prefer simple, bold elegance

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Files

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