REBRANDING DESIGN PROPOSAL PREPARED FOR EDIBLE ARRANGEMENTS INC. BY NATHAN HULSEY
CONTENTS
INTRODUCTION 1 Why Rebranding? MARKET RESEARCH 2 Target Market Competitors Company Image DESIGN STRATEGY 3 Typeface Iconography Final Concept
1 Introduction This proposal has been prepared for Edible Arrangements Inc. to propose a new
branding strategy for the company and in hopes to also develop a professional and mutually beneficial partnership with Edible Arrangements. This document contains two other sections, one which focuses on market research about your company, and the second which elaborates on my design process and how I incorporate the research I’ve conducted into my designs. Why Rebranding? Edible Arrangements has emerged as one of the biggest players in the food retail market since its brand awareness nearly quadrupled in 2007. The extensive marketing and branding campaign has placed you among one of the best known brands in gift-giving. Such a strong branding campaign should be accompanied by a strong company image. Edible Arrangements’ current logo dates back to the founding of the company in 1999, and still reflects that era Your logo should instead reflect the refreshed and energized marketing campaign that has put you in the spotlight. By revisiting the design of your logo, you open up the possibilities of creating an even more powerful brand image to accompany your already bolstering brand awareness.
2 Market It is clear from your 2009 Facebook marketing campaign that Edible Arrangements Research carries a huge online presence with it’s fans. A fan-base of gift givers, family members,
lovers, friends, co-workers and just anyone who cannot ignore the temptation of fresh fruit, especially when it is dipped in delicious chocolate. Fortunately with such a wide market of consumers Edible Arrangements is in the position to appeal to all. With a 77% brand awareness, even consumers who don’t like fruit are aware of your brand and still remain potential customers as gift givers. Edible Arrangements has a strong appeal in the corporate world in multiple different cultures, such as Japan where it is customary to give gifts in business partnerships. This demographic highlights the wide range of consumer appeal that Edible Arrangements holds in its current market. Competitors Edible Arrangements faces other online gift giving services as their most significant competitors. A study by social media analytics group NetBase shows that after polling consumers, Edible Arrangements holds the overwhelming majority of “chatter” among consumers. Other competitors surpassed Edible Arrangements in other categories due to some customer’s preferences for a wider selection of gifts available to be sent. Company Image Edible Arrangements stands in the position to beat out their competitors by expanding their gifting services, or solidiying their brand of edible bouquets as an artisan craft. Edible Arrangement’s elegance and class makes the brand the perfect choice for impressing any gift receiver, be it a business partner or your loved ones. Your current marketing material projects the message of “fresh” and “handmade” which creates an image of high class and expensive taste. An art form once reserved to the highest tier of consumers now is readily available to middle-class consumers without sacrificing quality.
3 Design As it stands currently the Edible Arrangements logo does not reflect the product or the Strategy company’s image effectively. The logo reflects the early stages of the company before its image and niche in its market was fully solidified. Now that your product has developed alongside your company image, so, too, should your logo. Edible Arrangements needs a logo that reflects its product’s elegance as an art form while still maintaining a friendly and colorful expression reflected in its current playful icon. Typeface We begin with an examination of typeface, or font. Edible Arrangements is currently set in Chris Costello’s Papyrus typeface. This typeface, created in 1982 was designed to combine the structure of roman letterforms with the skill of hand painted letters on papyrus. Each of the many typefaces carries their own unique characteristics. These characteristics, such as Papyrus’s long vertical strokes and ragged edges, aids the actual content of the text in conveying its message.
The title, Edible Arrangements, combined with the colorful floral imagery conveys an open and friendly feeling. However, the Edible Arrangements brand has come to mean so much more. It is now a luxury valentines gift, or a commemoration of a business partnership, or even as a heartfelt get well soon. The typeface used should thus reflect this image.
The above typeface is called Futura, and completely devised of geometric shapes. These letterforms pair with your current icon, which also implements simplified forms. Below, “Arrangements”, is set in Didot, a 18th century typeface designed in France during the Rococo art period. Rococo is symbolic of it’s elegance and grace, as ornate architecture, or depictions of love. Didot’s ornate characteristics help solidify the imagery of an “arrangement”. Iconography The next component is the fruit basket icon that accompanies Edible Arrangements. In order to be consistent in development of a more modern image, I’ve redeveloped the icon in a cleaner and more geometric form, lowering the opacity of the new shapes to create more intricate and ornamental forms.
Final Concept The final design comes together feeling both modern and elegant. On this page I have provided different but both equally successful logos. Using the same typeface and graphic elements from the icon, both logos are cohesive and versitile in their use. The most signifigant difference is the use of the fruit basket. The alternate version suggests perhaps eliminating this icon from the logo, but by using identical visuals the icon can still be preserved and used sepreately from both variations. The second and third treatments combine the elements of the logos below to offer an alternative visualization as well as show the relationship between icon and typeface.
Alternate Treatment 1
Alternate Treatment 2
Alternate Treatment 3
Sources http://www.slideshare.net/NatashaMcEachron/edible-arrangements-12712067 http://www.netbase.com/press-release/edible-arrangements-eats-the-competition-gifttreecom-wins-the-love-netbase-measures-social-shopper-sentiment-for-gift-baskets/ http://www.customermagnetism.com/industry/edible-arrangement-marketing/ http://www.dmnews.com/cmos-marketing-strategy-bears-fruit/article/242634/ http://www.marketingsherpa.com/article/case-study/countdown-ad-ecommerce-sameday-orders http://www.digitalsurgeons.com/casestudy/edible-arrangements/ https://www.ediblearrangements.com/FranchiseOpportunities/default.aspx?ID=4 http://www.franchising.com/news/20100127_edible_arrangements_launches_first_ national_televi.html http://www.marketingsherpa.com/article/case-study/countdown-ad-ecommerce-sameday-orders http://www.alanchern.com/documents/Final_ PaperV6.0.pdf ?341102af255eeed380bd3ff77305199a=518db27319aee1250aab00ab735b6