Web - Salad Fresh
Recent times have seen it hard for an existing company in the United Kingdom to stay afloat. Many companies have turned to Re-Branding in a hope that it will generate more business and sales. I was asked to develop the brands existing model and expand it in line with company’s new direction of fruit Smoothies alongside their existing salad based products. The healthy eating company wanted their message “Eat Fresh Be Healthy” to be exposed subtly, and without pressure so and in a modern yet “homely” style. After researching the company and it larger competitors I discovered ideally it’s main target audience is focused at woman with the attention focus on healthy ‘family’ eating although it approach is also accessible to men. When designing I keep this in mind. I wanted to show a traditional element but upgrade the companies profile to be seen as fresher, trendy modern. Examining what facilities this 8 year company had revealing some shocks. They did not have any in-house branded stationary; the corporate website was drab and very un-stimulating not to mention they had initially decided to expand the range of product available without branding the line. I explain the company’s potential marketing and advertising methods and was asked to generate ideas. The logo did not seem to embody what the company wanted their image to be seen as; tradition yet modern, contemporary yet “homely”
After examining the company logo I addressed the typeface and changed it to a light more bistro style of text relating to the company desire of “homely” and livened up and modernised the logo making it brighter and clearer by adjusting the use of colour. To keep inline with the new re-brand I established the brand extension name as Fruit Fresh. Using a similar theme of colour I made a clear visual distinction between the two designs (via the bowls contents) but also by distinguishing the brands name in different colours. Once these brand logo’s were redesigned I create a range of company stationary to reaffirm the company’s message and core values.
When creating the packaging for the Fruit Smoothie bottles I wanted to be economical and addressing the rising environmental concern. I wanted to create an attractive product but limited the design to no more than three spot colours. I also decided to use the labels colour to help enhance the design.
The challenge was to create an appropriate interactive based website. Currently the website consists of a very dull static form. By integrate a flash based site the user can almost play around whilst creating their meal and feel like they had a hand in preparing it –without the hard work or mess!! A menu based system with animated effects guides you through the process or creating your own salad or picking a product from the menu.
I would develop this project further by establishing more user friendly services online e.g. online chat/call, maybe information about the foods, some separate entertainment feature and integrate the loyalty scheme online. During the construction stage of this website it was difficult to professionally take picture of all the products due to limitations of resources, this place a drain on my time and expensive and something I will definitely factor in during future projects.
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| Author: | Ni-Shou Tran | Date: | 04 March 2011 |