We are a group of high tech and consumer product executives who are looking to change the model of innovation in the food industry. While the established brands continue to develop the 18th flavor of snack chip, the 10th version of BBQ sauce, and the same old product in a different package, we are inventing new foods that cut across categories, that sit in the "white space". Web 2.0 meets CPG!
Our direct customers are the retail class of trade, meaning grocery stores, convenience stores, discount warehouses and a multitude of vertical markets (military for example). Our customers demand we have the expertise, professionalism, consistency and reliability to deliver innovative products 365 days a year.
At the same time, our customers vary widely, from those that set the curve with innovative brands to those that are value based to those that are fast followers.
It is important that our customers understand that we UNDERSTAND thier customers and thier willingness to try new foods. Our approach is based on the fact that consumers are evolutionary, not revolutionary. We don't ask them to try new foods in new ways but foods they have grown up with thier whole lives consumed with a new twist.
Our principal focus is a corporate logo for Convergence Foods versus a logo for specific products. .
We need a logo that messages the concept of "mashing" categories to create new products, i.e., converged products. However, it has to also message the customer expectations shown in the previous section. A few guidelines:
1. No Cartoons - nohting funny about reinventing innovation in the food industry; it is serious business
2. The typeface should be clear, simple and bold. We want something that stands out.
3. Use of carefully chosen graphic to convey the concept of convergence should be considered - but not mandatory
We do not have ANY existing logos to reference, Be creative, just as our cornerstone is to be creative. Please feel free to experiment with colors remembering professionalism is important!
The files we will require are:
Print file format - .ai (CMYK)
Web file format - .jpg and layered .psd (RGB)
Please do not use any stock images or clip art in the logo