Treehouse is a product in the snack segment. It will be first introduced as an independent brand in the German market, and then later in the French, Dutch and Swiss markets. Treehouse is the perfect mix for a daily energy kick.
The snack products are made from a combination of nuts, seeds and fruit. High priority is placed on new flavour combinations/contrasts for all product mixes. (See attachment.)
The task: existing logo suggestions are not in line with the packaging appearance (which we like and remains). As such the logo should be revised accordingly. Examples of the current logo and packaging are enclosed. Logo size: may differ from existing dimensions and placement. Feel free. Logo colours: must work in accordingly with different packages and colours. Colour and packaging inputs can be made.
Positioning: creative/innovative versus best ingredients from nature (healthy nutrition). We want to be the modern answer to conventional dry fruit/nut mixes (conventional/ traditional) or unhealthy biscuits/chocolate bars (the small sins in between).
Brand values: we want to be perceived as being close to nature, creative/dynamic and young at heart.
Target group end consumers: Treehouse generally appeals to younger people interested in health and trends. Convenience always plays a role.
- Persona 1: The Happy Snacker
25-35 years old, e.g. a young family with children living a balanced, healthy and curious lifestyle. They eat meals and snacks regularly. The urban lifestyler.
- Persona 2: The Conflicted Snacker
Approximately 30+, hired or self-employed. Mostly urban-based and active in both professional and private environments. Tries to plan, but often has little time. Tries to eat regularly, but snacks frequently and with a guilty conscience. The Stop-and-go-Lifer.
Communication: in addition to the usual communication at the POS (retail, later also online), we will place a strong focus on online media (social media, influencers, etc.) and strong storytelling. Customers should be involved in the communication and later in the product mix.