Hopefully the narrative below will help explain the concept of olive in a bus and what we are trying to achieve from a brand / logo. I have also attached an image of the current setup which we used to pilot the concept. The logo needs to work against the stall and red / white campervan, which we may consider sign writing in the future
We have spent much of our time together traveling to various shows, festivals and events in our 1963 VW camper van, and noticed what we perceive to be a niche in the market - a healthy, quality, sophisticated and tasty snack. These events are littered with drab, dirty and unimaginative burger vans which sell greasy, heavy and often overpriced food. When was the last time you had a good experience about buying and item from one of these vendors? The service is usually poor, the food uncreative, and the quality not reflective of the price.
The operations side of the Olive in a Bus is, on the face of it, very simple; we buy some whole-sale olives, drive them to to a show and sell them from our campervan - something that anyone can really do. The ultimate success of the business however, will be determined by the way in which we execute this basic operation, and therefore brand loyalty which we build.
Olive stalls exist in various forms up and down the country, and there are no significant barriers to prevent these vendors from entering the festival market. The key therefore is for Olive in a Bus to create a brand and customer experience which cannot be replicated by the existing market players. When considering customer experience, it is useful to think about how people currently consume olives. They are typically sold as a sociable aperitif to a restaurant meal, or purchased in containers from supermarkets or olive stalls; Olive in a bus aims to bring these 2 scenarios together by creating a social snack which can be shared by festival goers. These festivals goers typically mooch around in social groups, and it is apparent that there is no food product available at festivals, which proactively markets to this behavior. A group of festival goers could perhaps share a packet of chips, but they are not proactively prompted to do so, and such a common product does not have the surprise element and therefore the same sociable stimulant to spark a conversation topic as perhaps an olive stuffed with a red hot jalapeno pepper would do.
Many of the foods at festivals are low grade and served at over inflated prices. Olive in a bus will be a high quality product only sourced from the best wholesalers. This will mean, that even if they wanted to, olive loving festival goers would not be able to purchase a product of equal quality from the supermarket. We could choose to sell lower grade goods, and increase our short term profit margins, but stongly believe that by offering high quality products (fresh marinated olives, not in brine), we will increase the long term sustainability of the ‘Olive in a bus’ brand.
Olive in a bus should be a fun and sociable brand. This is to reflect the need of our festival going customers. Existing olive brands can be categorised as ‘Mediterranean’ or ‘traditional’. Olive in a bus should be differentiated from this through a brand which expresses the following values;
Fun , Relaxed , Sharing, Sociable, Quality, Fresh, Healthy,Young and funky - think innocent smoothie?, an experience - not just a snack, Sophistication (as opposed to chips).