Plant-based food startup reinterpreting a somewhat dusty retail category with innovative creations

Foods (or, for product lines: Pickles, Sauces, Sweets...)

Food & Drink

Picklist is a food startup. Picklist Foods is the overarching head brand. We will launch several product lines that will carry names such as Picklist Pickles, Picklist Sauces, Picklist Sweets and possibly other lines, too. Generally speaking, we are entering the market of pickled fruit and vegetable. The segment is traditionally underbranded and low in innovation. Picklist will present new, exciting combinations of vegetables and fruit (food pairing). Picklist will make use of spices, herbs, vinegar types etc. to bring innovation to the category. Marketing communication will focus on the significant health benefits of canned fruit and vegetables, which are surprisingly high due to good nutritional profiles. Picklist also aims to successively introduce product variations of sauerkraut, Japanese tsukemono, Korean kimchi and other foodstuff preserved through fermentation. All products will be plant-based, vegan, fat-free, gluten-free, non-GMO. Picklist aims to work without any additives, and to procure organic fruit and vegetables only. The Picklist target group leads a lifestyle of health and sustainability (LOHA), is young to middle aged, tends to have a higher degree of education, and has travelled enough to be curious about foods or food components from all regions of the world. The target group is aware of the importance of a balanced nutrition, is not necessarily vegan, but sympathizes with vegetarians and vegans, and might for example be flexitarian. Members of the target group generally like to try new foodstuff and willingly pay a premium to discover high-quality, healthy food innovations they encounter while shopping for groceries. Picklist branding should reflect modernity and innovation and take the customer seriously. The target group tends to value good design in art, architecture, fashion etc.. Consequently, the Picklist brand should be suitably geared towards food, yet reflect the above aesthetic appreciation.

Picklist aims to set itself aside product- and pricewise from the pickled goods category as it is. A premium approach will involve more refined foods than classically to be found here. This should be transported through the brand/logo. Designers might want to check out the two largest brands of pickled goods in Germany: www.hengstenberg.de and www.kuehne.de. We estimate that our product will cost more by a factor of 2 to 3. From a category management perspective, we assume we will not be positioned with the aforementioned brands, but in a different category altogether (e.g. fine foods, instead of with household pickled gherkins, onions and cornichons). However, the brands of Kuehne and Hengstenberg are worth checking out just because of their huge market share and customer brand awareness in Germany, and because customers might consciously or unconsciously have these in mind as benchmarks when considering Picklist products. We have added a brand architecture to the briefing. Please add "Foods" below the Picklist brand. We would like to be able to go to market with more than the pickles we are currently developing, as noted above. For example, making use of the existing infrastructure, we could also sell sauces, chutneys, little salads and others. It would be helpful to have Picklist Foods as the head or corporate brand. And to then launch Picklist Sauces as a derivative, with its own identity, yet connected to the corporate brand, with which, hopefully, customers have had a good experience. We are sure that you as designers are familiar with such branding architecture. Just to clarify, we have added a document illustrating this. We would need Picklist Foods and Picklist Pickles for a start. Can you adapt existing designs accordingly and take this into account when coming up with new ideas, please? Note: Many vegan food startups and companies have made use of leaf symbols/icons in the past. Although plant-based products might make them likely/suitable, leaf symbols therefore do not seem like an original idea to us. For your additional orientation and information, please find attached: 1. Logo Little Pickle Project (current working title, to be replaced) 2. Concept Picklist (1 pager) 3. State of things retail-wise and innovation perspective 4. Examples of brands we like 5. Brand architecture 6. Packaging/container WECK glass, high 290 ml

Every design category has flexible pricing for all budgets. Logo design starts at $299.