O B J E C T I V E

The target is to create a visual representation of a company that produces and distributes organic farm products. The proposed company should have strong eco-friendly position starting from the process of production and finishing with the process of distribution. The proposed company pro-duces all sorts of products that can be grown in the local area. The uniqueness of this company is in strong bond with the community and strong ethical and environmental positions. The project should include development of brand identity, which includes: logo, stationery, packaging of few products, website and promotional materials.

In the last 20 years, the organic food industry in USA markets has grown nearly 20 percent. With a 16.2 percent growth shown for 2005, total food sales were $13.8 billion. Even with such rapid growth, there is plenty of room for more.

Markets for organic foods surprisingly are not dominated by or-ganic food stores like Whole Foods Market and similar retailers. Natural food stores account for just 47 percent of organic food sales. Farmers’ markets only account for seven percent. Mass markets and conventional grocery stores account for 46 percent of total organic food sales.

This is due largely to the major players in the food industry like Kraft, Kelloggs, General Mills and others, who have expanded into organic foods. In addition, major retailers like Wal-Mart have seen the current and potential growth of the organic industry as a whole and want a piece of the pie.

Experts are torn on the effect this will have on the industry. Major manufacturers and big retailers do make organic foods more available and perhaps even more affordable to consumers. However, some fear that the quality of products, like organic milk, will be affected adversely

While organic farming is good for the earth, the primary push for organic foods seems to be from consumers who worry about the safety of their food supply. Organic means pure, wholesome foods to consumers and therefore they feel like the safest way to go.

Links have been found between pesticides and autism, cancer and other health issues. Genetically modified foods are also scary to many consumers.

Consumers are sick of being sick and many have logically de-cided that the fewer toxins they expose themselves to, the fewer dangers to their health. This seems to be common sense, but reduction in chemical exposure isn’t the only benefit.

Organic foods have been shown to not only be more flavorful but they are higher in nutrients as well. Combining fewer chemicals combined with higher nutrients and food value has to make for a safer, healthier food supply. That means a healthier, happier consumer as well.

O B J E C T I V EB A C K G R O U N D I N F O

T A R G E T A U D I E N C E

I S O E M O D E L O F S O C I A L P O S I T I O N I N G : C R U C I A L F O C A L P O I N T S O F T A R G E T G R O U P S

Women constitute the majority of organic food product consumers. Organic food is partially popu-lar among middle aged and older consumers groups, the 40-60 years old. Figures are clearly lower for those under 30. Besides environmental and ethical considerations, health, wellness, food product safety issues (absence of harmful elements) or compassion for animals turned out to be strong motives for preference of organic food. Yet, the representative survey made clear that a typical consumer of organic products does not exist. Rather, it was possible to identify five target groups among organic food product consumers, three of which represent main target audience.

Secondary Audience: Middle-aged families with older children, couples, empty nesters, repre-senting 25% of the organic food consumers and account for about 40% of sales in organic food market.

Tertiary costumers: 50+ health oriented consumers. Due to health reasons these consumers are frequent buyers. This group appreciates qualified information and advice. Accounts for 13% of the market with 17% of sales (due to low income)

Primary audience: young and middle-aged women. The well-being of the child is central motive in buying healthy and organic food. This group sets particularly high value on marketing and presentation of the product. With 13% of all organic food consumers, this group accounts for 23% of sales.

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39% 15% 14% 13% 10% 5% 2% 2%

S O L U T I O N S

We think climate change is the mother of all environmental causes. If the air is unbreathable, if we have droughts, floods, forest fires, and massive storms, other causes just won’t matter. That is why we decided that simple strides are not enough. In 2007, we used Profits for the Planet funding to help launch Climate Counts, a nonprofit that scores companies on their efforts to fight climate change. Climate Counts scores help consumers use their purchases, investments, and the power of the pen (or email message) to support companies that fight climate change — and to send a message to companies that don’t.

Climate Counts rates company climate efforts across multiple industries, including apparel, electronics, toys, banking, airlines, food, hotels, and pharmaceuticals. Learn more at www.ClimateCounts.org.

P R O B L E M

The simplistic thinking in eco-packaging would suggest that all it needs is to take a recycled Kraft cardboard and the job is done. Unfortunately, it’s much more complicated than that and demonizing plastic over paper is another non-sense. In fact, there are as many solutions as there are different pack-ages and each one should be developed taking into account production methods, materials, transportation and many oth-er factors that ultimately determine the true life cycle of the product. However, the reduction approach remains the most

easily measurable element of ecodesign. Indeed, by reducing the amount of material, it reduces the weight of the interven-tions in upstream and downstream production because there will be less material to produce, to collect and to recycle. Bloom decided to develop a brand inspired by the 3Rs. Design should communicate more, but at the same time less. By “less” we mean less cluttered message and clean design feel. By “more” we mean communication beyond packaging, by creating inte-grated community of people who loyal to Bloom philosophy.

We produce organic food. That means No GMO, No Antibiotics, No pesticides.

We are lacto-ova vegetarian producers. That means we don’t harm animals and don’t produce meat. Every leaving thing on our farms is a part of our family.

We powered by farmers. That means that hands, not mechanisms, mostly do everything we do. All products come from the farms where farmers know their animals by name.

We use eco-friendly packaging, production, promotion and transportation. That means from the process of growing to the process of delivering it to you we did everything possible to minimize our carbon footprint.

We educate. We participate in social movements to teach people how to eat sustainably. We invite everyone to our farms to show what we are. We invent new ways to help our plant every day and we share it with you in our blog.

We are one big happy family. And it is not just people who work on our farms it is every single living thing who helps us to move to our common goal.

C O M M U N I T Y

Bloom is engaged with the local community. Since we believe that by following healthy habits we can drastically change the world’s food production philosophy we need your help to power up our mission. We know there are people who feel like they need to do more than just eat healthy but sometimes they don’t know where to start. We have created a team of highly profes-sional people who are doing it for you. Only one thing Bloom’s consumers have to do - it is to register on our website and see what’s new on our blog page. The registered visitors will be able to get information from all sorts of fields including: healthy lifestyle, green tips, activities with kids, environmental events and much more. In addition all registered visitors will be able to get promotional codes and discounts on Bloom’s products. We committed to our planet and people who inhabit it. We believe that the new time of food production has come and even though we know that we are not perfect yet, we are doing our best to get there.

Powered by you. Inspired by you. Grateful to you. Bloom.

• Polylactide Acid (PLA) PlasticsPLA is a transparent plastic made from natural resources (like cornstarch). It can be processed as easily as petroleum-based plastics, and can run on the same equipment. This makes it a very attainable choice for those companies looking to change plastic components, like thermoformed trays, to something more environmentally friendly.

• Bagasse (Sugar Cane Pulp)Bagasse is a fibrous material with a natural ivory color. When sugar cane is crushed to extract its juice, what remains is ba-gasse. Bagasse is used to make insulated disposable food con-tainers, replacing materials such as Styrofoam.

• Palm FiberPalm fiber is the leftover material after the palm fruit is harvest-ed for oil. This material is similar to bagasse in that they’re both used primarily to make packaging like molded trays.

• Biomass Fiber Composite - AgroResinAgroResin is a renewable and compostable material made from agricultural biomass. It has a natural appearance, similar to palm fiber packaging.

• Reed FiberReeds grow quickly. They can be composted and return to a crop-soil-cycle. Also, grown on the shore or riverbanks, reed doesn’t compete for acreage with food crops - as do plants grown for biodiesel. This material is from Japan and is made from 100% reed fiber.

• PlasTerra - Biodegradable PlasticPlasTerra™ is a biodegradable and compostable plastic made using a blend of various commercially available bioresins. In-cludes starch, PLA, and other fillers.

M A T E R I A L S

T H E K E Y M E S S A G E

Bloom is a company that produces and distributes fresh organic farm products. We are dedicated to our goal and we look beyond making a profit. We believe in sustainable farming and we want to change the world by showing how food can be delicious and powerful. Our farmers see food as a piece of art. We enjoy what we are doing and we want you to enjoy it with us. Our approach is to let nature to rule the world. We strongly believe that nature knows better than us how to make our life tasty, flavorful and healthy. That is why we let nature to do the most important work. Our part is to deliver it to you in least harmful way for the environment, because what goes around comes around.

M A T E R I A L S

L O G O W O R K S H O P

L O G O W O R K S H O PF I N A L L O G O

L O G O A L T E R N A T I O N S

L O G O A L T E R N A T I O N S

S L O G A N I D E A S

1. As nature does it2. Come back to nature3. Reunite with nature4. Sun loved food5. Food with a soul6. Sun kissed farm goods7. Place where even tomatoes are happy8. Good mood food9. Fresh air, water and earth. Nothing else.10. Beloved by mother earth.11. Flavor rich foods12. Nature’s promise 13. YOUnite with nature (Unite)14. In love with nature15. Oh!ganic farm goods16. Everything that important and nothing that not.

Creative way to say “organic”. Some consumers are getting tired to see the term “organic” ev-erywhere. By modifying this word Bloom hopes to catch the attention, get away from the boring term and add some emotion aspect to it.

YOU ARE

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A D V E R T I S I N G C A M P A I G N

The advertising campaign was build on the idea of building a cognetive connection. The audience has to find a missing link between the advertising message and an unrelated person. After that hap-pens the message becomes more powerful. The solved puzzle gives a feeling of discovery and unex-pected result and as a consequence strikes the viewer’s mind. The viewer has to build a relationship between two, at first, unrelaed objects. The first object is the ad itself in a form of thought bubble with the message which ad campaign aims to deliver. The second object is a person who happened to be close to the media. Since our minds have a very strong link between thought bubbles and persons assosiated with them, it will find a missing link and give a “click” effect.

The message should be able to stand on it’s own in case if there are no individuals who can be linked to the message.That effect should be reached by usage of bright colors.The possible placement that can be used for this ad campaign is: subway train interior, bus shelter, magazine back cover.

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P R O M O T I O N A L T - S H I R T

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B I B L I O G R A P H Y

o n l i n e r e s o u r c e s :www.thedieline.comwww.adsoftheworld.comwww.logopond.comwww.behance.netwww.justcreativedesign.comwww.webdesignledger.comwww.google.comwww.isoe.dewww.vi.sualize.uswww.erisj.sewww.inhabitat.comwww.nextdayfliers.com/blog/25-best-business-card-designs-of-2009

b o o k r e s o u r c e s :1000 Package Designs. A Comprehensive Guide to Packaging It in (1000 series). Rockport Publishers. ISBN: 1592537057

1000 Retail Graphics: From Signage to Logos and Everything for In-Store (1000 series). Rockport Publishers.ISBN: 9781592533367

Package Design Workbook: The Art and Science of Successful Packag-ing by Kai Braue. Rockport Publishers.ISBN: 1592537081

The Packaging and Design Templates Source book 2 by Luke Herriout. PhotoVision Publishers. ISBN:2888931249

The Big Book of Packaging Prototypes: Templates for Innovative car-tons, Packages and boxes by Edward Denison. PhotoVision Publishers. ISBN:2888930986

Boxed and Labelled: New Approaches to Packaging Design by R. Klant-en. Die Gestalten Verlag Publishers. ISBN:9783899552522