We are a small start-up in the organic food space. We are starting with dairy products. We want to position ourselves differently from anyone else in the space. Our products will be sold through dairy cabinets in independent retailers and supermarkets (grocery). Our first product will be a rich, creamy, indulgent organic yoghurt. For us organic food is not so much about being better for you, but about being better for the environment. Organic farming is generally more sustainable farming. Our focus is on promoting more sustainable agriculture. Our products will all be natural, organic and preservative and additive free.
Ours is a premium product. It is indulgent but it is also priced at a premium. Therefore we are not pitching at the mass market. Rather a niche affluent market. Our organic dairy products can be enjoyed by everyone from 5 to 85 but our primary purchaser is going to be urban, upper socio-demographic and more likely to be female than male. We need to appeal primarily to a 18 to 40 year old age group.
Our brand name is fiveAM . Five a.m. is generally the time of the morning that our happy, organically farmed cows are up being milked.
We need a treatment (font/style) for fiveAM, but we would also like a logo, perhaps in the form of a character. Maybe a stylised version of our friendly farmer.
We'd like you to play with fonts and ways of treating the words "five" and "am" in a way which makes it clear that our name is five 'ay em' (phonetically) rather than five 'am'. So perhaps the 'AM" is in upper case whilst the "five" is in lower case (or vice versa); maybe they are different colours; perhaps the 'A:M" has a colon in it to highlight the 'ay em' pronunciation (or perhaps a period between the 'a' and 'm'). Have a play with how it might look.
We want a logo to go with the word. At the moment we are favouring creating a character as our logo - perhaps the farmer who is milking our cows at five a.m. - but we are open to other ideas. If it is to be a character we would prefer a simple line drawing to a more complex illustration.
We like the idea of white lettering on a black background (or vice versa) - we think it is classy and clean - but if you believe the brand name and logo work better in colour we are open to the idea.
So the two specific deliverables are:
1. Treatment for brand name "fiveA:M"
2. Logo or character to go along with it.