R E B R A N D I N G P R O J E C T B O O K

rebranding

True Foods Market is the only organic food delivery company that has the highest quality of ser-vice and is the only organic food service guaranteeing freshness of food for residential custom-ers nationwide. It is important to relate organic freshness and delivery service to communicate the essence of the brand and to set it apart from it’s competitors.

campaignThe research shows that this new campaign will increase revenue and the bring more socialmedia interaction with the rewards and referral programming for liking on Facebook and Twit-ter. The Trans media Storytelling outlets used in the campaign project consist of Social Media,Electronic Media, Video and Print. Social Me-dia is the most instant contact a company can have with its clients and potential clients. True Foods Market will have a twitter campaign that will tweet daily out Organic tips of the day. An-other twitter feed will be sent out weekly giving discounts on all orders placed. A bonus will be given to all tweeters that retweet the tweet. This bonus will be 5 reward points that equates todollars discounted at the time of checkout. The second type of social media utilized will be aFacebook page that rewards users with 5 re-ward points for liking the page. A seasonal event of holiday specials will be sent out to all mem-bers. This use of Facebook will help increase sales and new customers.

TabLe OF cOnTenTS 1.0 RESEARCH

1.1 Research.......................................71.2 Client Brief................................121.3 SWOT...........................................171.5 Demographics.........................20

2.0 CREATIVE 2.1 Design Research.....................232.2 Mood Board..............................262.3 Logo Concepts........................272.4 Print Designs.............................302.5 Digital & Social.............36 & 37

3.0 STYLE GUIDE3.1 Swatches....................................423.2 Logo Usage...............................47

4.0 FINAL DESIGNS4.1 Infographic................................544.2 Website........................................574.3 Commercials.................60 & 61

5.0 REFERENCES 5.1 Image References..................65

reSearcHThe research shows that this new campaign will increase revenue and the bring more social media interac-tion with the rewards and referral programming for liking on Facebook and Twitter. The Trans media Story-telling outlets I will use in my campaign project consist of Social Media, Electronic Media, Video and Print. Social Media is the most instant contact a company can have with its clients and potential clients.

True Foods Market will be using Electronic Media in the form of Television commercials, radio ads .The com-mercials will be 30 second spots promoting healthy living and emphasizing that True Foods Market guaran-tees freshness unlike their competitors. The radio ads will be the same as the television ad without the visual. This repetition will cut down on production cost and the repetition is good for the listeners to get familiar with True Foods Market Organic delivery service. When a busy career woman is in her car hearing the radio announcement and she recently saw the delicious food on the television commercial she will think of the food as she listens. This enticing thought for a busy mom juggling getting the food on the table and pickingthe kids up at soccer is just what she needs to make her life less stressful while keeping her family maintain a healthy lifestyle. Video posts on youtube.com of testimonials from clients using True Foods Market will help increase awareness of True Foods Market and will help drive new business increasing sales. Every month a delivery driver will surprise customers with a chance to be in the video and give their testimonial as they re-ceive their food. The Print media utilized will be the monthly True Foods Market catalogue with pictures and recipes of all the foods offered. There will also be coupons giving more incentive for the customer to order more food. 7

cLienT brieFAuthentic, refreshing and reflecting on family. Family is actually organic in every sense. The col-orful and friendly look of this ad conveys organic food and educates the consumer why organic is better . The look and feel is friendly, clean and it delivers a clear concept.

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S.w.O.T STandardS and VaLUe prOpOSTiOn

The organic freshness and the delivery service provided plus the benefits of moms and their children having time to cook meals together, memorable iden-tity that would play a role in encouraging the adoption of a lifesaving behavior.

COMPETATIVE ADVANTAGE

Their main target audience is professional middle aged head of the household women. The difference be-tween True Foods Market and their competition is that True Foods Market guarantees freshness and delivers nationwide at a lower cost. The theme of the campaign is that True Foods Market is the only organic food delivery company that has the highest quality of service and is the only organic food service guaranteeing freshness of food for residential customers nationwide.

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demOgrapHicSThe look and feel of how the residential consumers are relaxing in the fresh air enjoying na-ture while they wait to receive the freshest organic food delivered by True Foods Market . To-getherness is exactly what True Market Foods is doing for their consumers helping them enjoy the refreshing joys of friendship instead of dealing with the hassles of searching for fresh food at the grocery store.

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2.1 DESIGN RESEARCHTrue Foods Market Guarentees freshness due to their highy quaility soil on their farms. There are tests that can give a break down of all ingredient in the soil that makes it organic. True Foods Market makes sure they are up to date with all the new tests and relevent material and newslet-ters can be found on the rebranded website. The new test, in contrast, checks for the amount of a certain isotope, or formof nitrogen in the food. Researchers found differences in the nitrogen isotope composition of tomatoes, lettuces and carrots grown organically and conventionally — an indication of whether the crop was grown with synthetic nitrogen fertilizer. The Stanford review found that organic milk and chicken both have more of these critical good fats than conventional products.

Individual member states have also introduced a wide range of other national and/or regional pol-icy instruments to support organic farmers as well as organic plans and measures used to finance schemes relevant to organic farming such as vocational training programmes.

Organic is a term that would be more trustworthy in terms of knowing what you’re getting, be-cause it’s spelled out. Natural, however, could mean anything, and many companies will splash the word “natural” around because it’s (1) undefined by law, and (2) customers like how it feels and will buy it.

Organic farmers are required by certification standards to maintain or improve the biological, chemical, and physical condition of the soil. Compost and green manure crops, which feed soil organisms and build soil structure, are cornerstones of an organic fertility management system. 23

M O O D B O A R D

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mOOd bOard

LOgO cOncepTSThe Logo design originated from the wheel shaped design for the organic seal. Those im-ages were replicated as fruit wheels replac-ing the O’s in the word Food. Theanimation has the wheels moving to depict the delivery.

cOLOr bLacK and wHiTe TranSparenT

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prinT deSignS

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prinT deSignS

I ran for Breas tCancer wi th thelove and supportof Organic Del iveryserv iceTrueFoodsMarket . com

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digiTaL

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SOciaL media

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3.0 STyLe gUide 3.1 SWATCHES 3.2 LOGO USAGE

SwaTcHeS

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LOgO USageS

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DON’T CHANGE THE COLOR OF THEWHEELS AKA THE O’S

DON’T CHANGE THE COLOR OF THEWORD MARKET

TRUE SIZECLEAR SPACE

DON’T STROKE THE TYPEFACE DON’T SKEW THE 0’S

inFOgrapHic

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webSiTe

FOLLOW US ON TWITTER &

EARN FREE REWARD POINTS

CLICK HERE FOR UPDATES

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cOmmerciaL

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radiO SpOT

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reFerenceS http://media.mediapost.com/dam/cropped/2014/03/05/non-gmo-grocery-bag-b.jpg http://dingo.care2.com/pictures/greenliving/uploads/2012/08/woman-with-grocery-bag.jpg http://bethesdadentalnews.com/wp-content/uploads/2013/04/woman-carrying-grocery-bag.jpg http://ak1.picdn.net/shutterstock/videos/1717837/preview/stock-footage-happy-attractive-woman- bring-groceries-in-paper-shopping-bag-in-kitchen.jpg http://www.customgrocerybags.com/blog/wp-content/uploads/2013/03/Organic-products.bmp http://stargardtpress.files.wordpress.com/2014/01/0e6e8-alimentos.jpg http://fertilidad.elembarazo.net/files/2011/03/22-de-marZO_ViTaminaS-y-mineraLeS.jpg http://www.customgrocerybags.com/blog/wp-content/uploads/2013/07/eco-friendly- promotional-items3.bmp www.organicconsumer.com www.truefoodsmarket.com

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project book created by Joann Kearney