Rationale
I will be creating the branding and identity collateral for a dairy and delicatessen named Poppy's Dairy. The shop would be a small, friendly and traditional store selling cheeses from the British Isles. It's location would be in the heart of Covent Garden, a well known area of London renowned for it's high quality shopping experience that attracts a large number of both residents and tourists. The main target market for this brief will be young working professionals aged 25-40, living in and around London who have a love of high quality, gourmet food and cheese in particular. They will have a disposable income that they enjoy spending in quality food shops, and will enjoy the food shopping experience. The main points to communicate with the branding and identity are that we sell only British cheeses, and that the store is passionate and knowledgeable about cheese without being intimidating or patronising to customers. The tone of voice will be warm, friendly and informative.
This brief is based on the research gathered into cheese, and in particular my research into Neal Yard's Dairy, a well known dairy based in two of London's most popular foodie destinations: Covent Garden and Borough Market. I want my branding to be a little warmer and more stylish whilst also communicating the aspects of knowledge and passion, and I want to explore the use of traditional printing methods such as stamping, and the use of traditional British detailing, such as candy stripe patterns which are visually simple but high impact, and would create a sense of authenticity about the store.
Products to Create
Logos
Business Card
Signage
Stamps
Catalogue of Cheeses
Recipe Cards
Promotional Flyer
Tags for cheese and for wine
Cheese packaging
Stickers
Bags
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