Create a mind-blowing logo & brand identity for GATŌ &Co, and change the face of tomorrow's desserts

Indulge in Goodness

Food & Drink

A brand of tasty and healthier chilled puddings for supermarkets and grocery stores. Target audience: Women, 25-45 years old (core target: 30-35), urban, health-conscious, medium to high income. How do I want to be perceived by my customers? - Delicious & top quality - Naturally healthy (a visual where Nature is present is crucial) - Humanly Warm (from “me” to “you”: personified!) - ‘Homish’ (home baking) / not snob - Cool / Hipster / Eccentric / fun ("healthier puds are the new puds!"; "Taste 'hearts' Health"): e.g. fun/revisited vintage

I'd like to explore the following colors: Let designers make suggestions:

1. A new mindset, proud to be: - Healthier products’ image is too often boring: it feels like going to a hospital. We want exactly the opposite: a feast for our taste buds, and the feeling that it’s deliciously cool, rock & roll (although rock & roll is a bit out-dated itself ;-) ), modern-retro, eccentric, fun – call it what you want, but all in all it is a happier, well assumed, new mind set and way of life strongly anchored in today’s world. As an example, look at Fierce Grace Yoga in London (cool, modern, new way of life, new universe) vs. a more traditional yoga (e.g. Sohot Bikram Yoga). - The brand is for adults, more precisely urban young women. Most will respond to an adult, elegant product (ban anything childish), strongly rooted in today’s world: Think modern-retro. 2. From Humans to Humans (“made BY us FOR you”): - The brand is the people who founded it or work for it! We must pass this “human warmth” and this life behind, (we don’t want it COLD or lacking life!), the idea is that it is made by young creators passionate about good and healthy food, for lovely clients. It is essential to create a bridge between “us” and “you” through visual and text identity. Primrose Kitchen is a great example. Opposite examples: Michel & Augustin (too childish), GÜ (too neat and cold, no life behind at all) - It will therefore be crucial to create a brand that is inspired by my personality. A possibility is to use as a logo an illustration looking like me (see pdf for pics) coupled with the brand naming - E.g. With attributes of taste (e.g. licking my lip for the product is so good), pastry chef (can be a chef hat, a spoon, etc – but not too much, we want a chef that breaks the rules), human warmth and fun (e.g. a winking and laughing). Other possibilities include using an illustration of something in link with the brand identity: Natural, healthy cakes tasting amazing (can be one ingredients, etc). I would prefer the illustration, in any case, to have a touch of colour, so as to more give an idea of human warmth. 3. High-quality taste, AND naturally healthy: - We want the customer to think that the product looks both indulgent and good for him, because packed with natural goodness (on top of being GF, DF, refined-sugar free) – as opposed to being low calories (which often results in little taste and empty calories). Show some aspect of taste (e.g. fresh ingredient, kitchen utensil) + “nature” (natural ingredient, naturally good for you): It can be through the illustration we talked about above, or in other small, supportive illustrations around. Please see Briefing pdf for pics of me, and Visual References pdf for more details.

Every design category has flexible pricing for all budgets. starts at €569.