Wie jackceadel das erste logo design Abenteuer antrat
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Our product is an energy / nutrition bar which differentiates itself from others on the market by the fact that it contains protein derived from crickets (in flour form). Its other ingredients include nuts, seeds and dried fruits. This product is targeted at active healthy consumers who are aware of what they are putting in their body, where their food comes from and it's impact on the environment. This is a brand that will be transferred to a range of other food products.
In welcher Branche, denken Sie, ist Ihr Unternehmen am ehesten zu Hause?
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This is a logo which needs to be able to be transferred from one product line to another. For example from energy bars to cereal to drinks. It needs to transcend the brand. It needs to be mainstream enough for one to be able to imagine Nesle (for example) purchasing the brand and using the logo pretty much unmodified. This logo is being designed with a view to raising capital amongst the most squeamish and unsqueamish investors.
One of the challenges inherent in our marketing is to overcome “the yuck factor”. At the same time the crickets are what differentiate our product from others on the market and we do not want to conceal them.
The insect needs to be represented, or at least strongly suggested, in the logo in a way which is not unappetising. Market research suggests that the aspects of the crickets that trigger peoples’ disgust are the antennae and thin legs.
We think that the word Hopper contains a lot of the characteristics of the brand and the content and we think that this could be made to pop in a way that will be arresting and will reflect the energy of the crickets and the brand.