We are setting up an online shop exclusively selling freefrom
(allergen-free) food directly to consumers (B2C).
ABOUT OUR TARGET CUSTOMERS
Freefrom food excludes allergens such as gluten, lactose, dairy, egg,
(tree)nuts, peanuts etc. There are three types of customers: (1) the
'cannots' or people having or to avoid one or more allergens (e.g.
coeliac 'patients' who cannot eat gluten containing grains) because it
makes them sick (in case of a food allergy the allergic reaction could
be fatal) (2) the 'rather nots' or people wanting to avoid certain
allergens e.g. gluten for lifestyle reasons (health, weight loss,
moreenergy …) and (3) the 'tag alongs' or the friends & family of 1
Our online shop targets the Belgian population but not exclusively.
Anyone in Belgium or beyond wanting to buy from us is welcome.
ABOUT OUR BRAND NAME
The brand name is foudies. 'Fou' in French means 'crazy'. 'Fou de'
means 'fond of' or 'crazy about'. Although spelled differently from
'foodies' it is pronounced exactly the same way. The use of 'fou' will
appeal to both Dutch and French speaking Belgians as 'fou' is known
and often used by both. Foodies refers to people who love good food &
eating and they are always on the lookout to try new things.
ABOUT OUR OFFERING
The food we sell meets 4 criteria: 1) it has to exclude one but
preferably more allergens 2) it has to be absolutely safe for
allergenic people 3) it has to be healthy (at least bio/organic but
preferably 100% natural) and 4) it HAS TO be delicious. If it tastes
freeform, we don't sell it (this could be our
baseline ;-)) but we have many other ideas around that.
What we 'sell' is COMFORT, CONVENIENCE AND CONFIDENCE by
(1) offering food that is 100% safe - customers do not need to worry
or be concerned about what they buy is free from the allergens they
have to avoid
(2) offering customers a one-stop-shop where they can buy all of their
(3) offering them a community where they can share their ratings,
comments, good & bad experiences, tips for food makers etc.
(4) making them feel 'normal' and included instead of excluded.
We want to offer freeform buyers exactly the same (online) shopping
experience as buyers of mainstream food: same variety of foods, same
choice, a one-stop-shop, safe food (a concern for mainstream buyers in
the meantime as well) etc.
ABOUT THE LOGO
The logo needs to be simple, easily recognizable, perfectly suited for
online use (website & social media) and stylish. An icon is welcome if
it is spot on.
We are looking for one or two warm colors. The style could be either
modern or retro. If it is retro it should refer to that old time food
shop where one would talk to and chat with the owner & other customers
about food & life. Where you have full confidence in the owner &
fellow customers recommending you foods based on your preferences. If
it is modern it should refer to a new 'kid in town' coming with
Fyi, the majority of freeform buyers is female and aged between 25 &