The Cookie Crafters Rationale by Pamela Teo

Ideas Building the Right Image Brand Statement

Research

Progress, Development, Moodboards and Target Market.

Branding

Print Collaterials, Brand Extension and promotions.

Design & Knifeline

Knifelines and other specifications

THE RATIONALE

This manual details the rationale behind the visual identity and the specifications of the brand The Cookie Crafters.

The Brief Corporate Identity

The Cookie Crafters is an Australian boutique company that crafts savoury cookies for consumers who are the intellects of the gourmet type. When consumers see and consume the product, they recognize a particular level of quality they can expect to enjoy. With this said, the corporate identity allows customers, business partners, employees and the general public to recognize the standard across the brand.

The Strategy

The Cookie Crafters will be given a personality trait to distinguish itself from its other competitors. The idea is to find the best way to vividly and honestly relate the product branding to its audience and while also creating a brand experience. The brand name was then developed to give the consumer the idea that each cookie is hand crafted and tailor-made to perfection.

Brandâ&#x20AC;&#x2122;s Statement

The Cookie Crafters promises a unique sensory experience that is exciting and new. It also promotes a lifestyle that is the evocative of effortless luxury and quiet timeless sophistication.

CONTINUED PAGE 3

Research MOODBOARD

The Cookie Crafters is branded for singles who indulge in the simple yet sophisticated pleasures of life. They enjoy sipping cocktails , tasting gourmet cheeses and a variety of tapas on a lazy weekend afternoon. The Cookie Crafter products is targeted to accompany this palate.

TARGET MARKET

They are for the bold and brave consumers, with a savoury tooth, and for those who have a flair for new discoveries to enrich their taste buds. They believe in a certain type of lifestyle. They are self assured and cultured. They dress, dine, and eat for themselves and not for anybody else.

Logo Dev TARGET

The Cookie Crafters from stamps and seal create and maintain a c heritage that gives the feel but remains consis sense of style. It is not from a cookie company to know they still car everythin

The First Step

Explorating different types of Seals and Stamps

velopment

MARKET

logo takes inspiration l foils. The idea is to certain type of timeless brand a sophisticated stent with itâ&#x20AC;&#x2122;s effortless a lot of fluff expected y but still fresh enough e about the quality of g they do.

Refining and Defining.

The Minor Detailings

Logo Elements and Colours

The main corporate logo of The Cookie Crafters comprises of 2 distinct and separate elements.

The emblem comprises of the stars. The title describing the company’s function and remit. The circular shape that comes secondary varying on their products gives a sense of approval and guarantee that the product is crafted with care and consideration.

The stars impart a sense of distinguishable respect while the line underneath and on top of the “Cookie” represents a gate like element, suggesting security.

Consciously, staying away from distressing techniques or other themes to imply vintage, the result is a timeless respectful quality. A cursive type is chosen for “The” to convey a relaxed sophistication. This will be synonymous with “Cookie” and “Crafters”.

Black is the main colour used for The Cookie Crafters to denote stability, strength and quality. On occasion the stars will vary in colour. Please see opposite page for more details.

Miscellaneous logos

A palette of natural hues is used to differentiate the flavours produced by The Cookie Crafters. The ribbon and the stars underneath â&#x20AC;&#x153;The Cookie Craftersâ&#x20AC;? will be the only colour that will be altered.

This consistency amongst the entire range of products helps the consumers link the brand and to ensure a consistent quality of representation. It will also ensure an immediate recognition, regardless of what type of communication, product or material. The flavours that will be available at the moment from (left to right) are: Prosciutto & Blue Cheese, Expresso Chip, Seaweed & Rosemary & Parmesan.

Corporate Fonts

Consort Bold Condensed

Consort Medium Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jklmnopqrstuvwxyz 1234567890 Helvetica 35 Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica 57 Condensed

The primary font for this brand is The Consort Bold and Helvetica Family. These typefaces presents an attractive, easy to read and give a consistent visual impression.

Branding Stationary collaterals : Letterhead, Business Card, Envelopes.

Using the brand as a base, a development of a full set of collateral. The brown kraft paper used through the collateral system is based on the brandâ&#x20AC;&#x2122;s identity of sharing that particular lifestyle, and quality in the simple and unpretentious, relaxed environment. The design is intended to promote clarity through the use of simple layout and clear typography.

Illustrated on the next page are examples of The Cookie Crafters stationary. A standardised style appearance is used for the layout of the address and contact details. This helps to assist the legibility and assist the reader in identifying each element of information. The address details are vertically stacked in arrangement so each element appears on a separate line. The business card is the only collateral that consists of lower casing typography for the website.

Brand Extensions Stationary collaterals

The branding then extends out to a cafe â&#x20AC;&#x153; The Cookie Crafters Cafeâ&#x20AC;? and aprons that will be worn by people that will be serving. This extension is intended for the brand to be carried through to other products in the future. A website will also be created to encourage sales through personalization. Customers will be able to choose different flavours and custom-make their orders.

These orders can be delivered by The Cookie Crafters personal delivery scooter or be picked up at the cafe. All orders will be wrapped in The Cookie Crafters wrapper. This will then create a consistency amongst their entire range of products. Again this will help consumers link the consistency of quality expected from The Cookie Crafters.

Above The Cookie Crafters signage. Opposite Delivery scooter and other collaterals.

Knifeline & Packaging BY THE PEPIN PRESS : LAYOUT BY FANCY PACKAGING DESIGN

Opposite page represents the full design of The Cookie Crafters packaging design, while this page indicates what is printed

inside. The Banner below The Cookie Crafters will vary depending on what flavours will be produced while the inside will stay the same.

The difference between each label would be by the colour and nutritional and ingredients panel. The labels will be wrapped around the packaging and

only the labels will be in colour. This is to effectively keep production costs to a minimum while also providing a cautionary prevention from the cookies from spilling out.

Knifelines & Templates

Labels ROSEMARY ROSEMARY & PARMESAN ROSEMARY & PARMESAN & PARMESAN

EXPRESSOEXPRESSO CHIP EXPRESSO CHIP CHIP

SEAWEED

THE COOKIE THE COOKIE THE CRAFTERS COOKIE CRAFTERS CRAFTERS No.11 CRATERS No.11No.11 CRATERS AVE CRATERS AVE AVE DARLINGHURST, DARLINGHURST, DARLINGHURST, NSW 2010 NSW NSW 2010 2010 www.thecookiecrafters.com.au www.thecookiecrafters.com.au www.thecookiecrafters.com.a

THE COOKIE CRAFTERS No.11 CRATERS AVE DARLINGHURST, NSW 2010 www.thecookiecrafters.com.au

CRAFTERS CRAFTERS CRAFTERS

CRAFTERS

250g 250g 250g

250g

PROSCIUTTO PROSCIUTTO & BLUE PROSCIUTTO CHEESE & BLUE & CHEESE BLUE CHEESE

Serve Size Serve Size Serve Size (20g/0.7oz) (20g/0.7oz) (20g/0.7oz) PerServings 25g 25g PerPer 25g100gPer 100g Servings PerServings Per Per Per100g Container : 12 Container Container : 12 : 12

Per 100g

NUTRITIONAL NUTRITIONAL INFORMATION NUTRITIONAL INFORMATION INFORMATION

NUTRITIONAL INFORMATION

Wheat Flour, Wheat Sugar,Flour, Wheat Vegetable Sugar, Flour, Oils Vegetable Sugar, Vegetable Oils Oils (contains one(contains or more (contains one soy or bean more one or soymore beansoy bean oil, sunflower oil,oil, sunflower canola oil, sunflower oil, oil,palm canola oil,oil, canola palmoil, palm oil), Seasoning oil),(Prosciutto Seasoning oil), Seasoning &(Prosciutto Blue (Prosciutto & Blue & Blue Cheese Enhancer Cheese(621), Enhancer Cheese brown Enhancer (621), sugar,brown (621),sugar, brown sugar, leavening (sodium leavening bicarbonate), leavening (sodium(sodium bicarbonate), Soy bicarbonate), Soy Soy Flour, Salt, Spice Flour,(Cinnamon) Salt, Flour, Spice Salt, (Cinnamon) Spice (Cinnamon) Allergy Warning: Allergy Wheat, Allergy Warning: Soy. Warning: Wheat, Wheat, Soy. Soy.

Wheat Flour, Wheat Sugar,Flour, Wheat Vegetable Sugar, Flour, Oils Vegetable Sugar, Vegetable Oils Oils (contains one(contains or more (contains one soy or bean more one or soymore beansoy bean oil, sunflower oil,oil, sunflower canola oil, sunflower oil, oil,palm canola oil,oil, canola palmoil, palm oil), Seasoning oil),(Rosemary Seasoning oil), Seasoning &(Rosemary Parmesan (Rosemary & Parmesan & Parmesan Cheese Enhancer Cheese(621), Enhancer Cheese brown Enhancer (621), sugar,brown (621),sugar, brown sugar, leavening (sodium leavening bicarbonate), leavening (sodium(sodium bicarbonate), Soy bicarbonate), Soy Soy Flour, Salt, Spice Flour,(Cinnamon) Salt, Flour, Spice Salt, (Cinnamon) Spice (Cinnamon) Allergy Warning: Allergy Wheat, Allergy Warning: Soy. Warning: Wheat, Wheat, Soy. Soy.

Wheat Flour, Wheat Sugar,Flour, Wheat Vegetable Sugar, Flour, Oils Vegetable Sugar, Vegetable Oils Oils (contains one(contains or more (contains one soy or bean more one or soymore beansoy bean oil, sunflower oil,oil, sunflower canola oil, sunflower oil, oil,palm canola oil,oil, canola palmoil, palm oil), Seasoning oil),(Expresso Seasoning oil), Seasoning Chip (Expresso (Expresso Chip Chip Cookie Enhancer Cookie(621), Enhancer Cookie brown Enhancer (621), sugar,brown (621),sugar, brown sugar, leavening (sodium leavening bicarbonate), leavening (sodium(sodium bicarbonate), Soy bicarbonate), Soy Soy Flour, Salt, Spice Flour,(Cinnamon) Salt, Flour, Spice Salt, (Cinnamon) Spice (Cinnamon) Allergy Warning: Allergy Wheat, Allergy Warning: Soy. Warning: Wheat, Wheat, Soy. Soy.

Wheat Flour, Sugar, Vegetable Oils (contains one or more soy bean oil, sunflower oil, canola oil, palm oil), Seasoning (Seaweed Enhancer (621), brown sugar, leavening (sodium bicarbonate), Soy Flour, Salt, Spice (Cinnamon) Allergy Warning: Wheat, Soy.

Serve Size (20g/0.7oz) Servings Per Container : 12 Total Fat Satuated Fat Trans Fat Cholesterol Sodium Carbohydrate Dietary Fiber Sugar Protein

Per 25g 8.5g 3.5g 0 25g 80mg 10g (Net) 10g 3g

7% 13%

8.5g Fat 8.5g 8.5g7% Total Fat Total Total7% Fat 3.5g 3.5g 3.5g13% Satuated FatSatuated Satuated Fat 13% Fat 0 Fat 0 0 Trans Fat Trans Trans Fat 8% 25g Cholesterol 25g 25g8% Cholesterol Cholesterol 4% 4% 80mg Sodium 80mg 80mg Sodium Sodium 10g (Net) 10g (Net) 10g (Net) Carbohydrate Carbohydrate Carbohydrate 3%6g 3%6g Dietary Fiber Dietary Dietary Fiber Fiber 5% 10g 10g 10g5% Sugar Sugar Sugar 8% 3g 3g 3g 8% Protein Protein Protein

8% 4% 3%6g 5% 8%

7% 13% 8% 4% 3%6g 5% 8%

8.5g Fat 8.5g 8.5g7% Total Fat Total Total7% Fat 3.5g 3.5g 3.5g13% Satuated FatSatuated Satuated Fat 13% Fat 0 Fat 0 0 Trans Fat Trans Trans Fat 8% 25g Cholesterol 25g 25g8% Cholesterol Cholesterol 4% 4% 80mg Sodium 80mg 80mg Sodium Sodium 10g (Net) 10g (Net) 10g (Net) Carbohydrate Carbohydrate Carbohydrate 3%6g 3%6g Dietary Fiber Dietary Dietary Fiber Fiber 5% 10g 10g5% 10g Sugar Sugar Sugar 8% 3g 3g 8% 3g Protein Protein Protein

7% 13% 8% 4% 3%6g 5% 8%

8.5g Fat 8.5g 8.5g7% Total Fat Total Total7% Fat 3.5g 3.5g 3.5g13% Satuated FatSatuated Satuated Fat 13% Fat 0 Fat 0 0 Trans Fat Trans Trans Fat 8% 25g Cholesterol 25g 25g8% Cholesterol Cholesterol 4% 4% 80mg Sodium 80mg 80mg Sodium Sodium 10g (Net) 10g (Net) 10g (Net) Carbohydrate Carbohydrate Carbohydrate 3% 3% Dietary Fiber Dietary Dietary Fiber Fiber 5% 10g 10g 10g5% Sugar Sugar Sugar 8% 3g 3g 3g 8% Protein Protein Protein

7% 13% 8% 4% 3% 5% 8%

9 771234 9 567010 771234 9 771234 567010 567010

9 771234 567010

STORE IN AIRTIGHT STORE IN STORE CONTAINER. AIRTIGHT IN AIRTIGHT CONTAINER. CONTAINER. MANUFACTURED MANUFACTURED ON MANUFACTURED PREMISES ONTHAT PREMISES ON PREMISES THAT THAT HANDLES NUTS. HANDLES HANDLES NUTS. NUTS. MADE IN AUSTRALIA MADE IN MADE AUSTRALIA FROM INLOCAL AUSTRALIA FROM & LOCAL FROM & LOCAL & IMPORTED NATURAL IMPORTED IMPORTED INGREDIENTS NATURAL NATURAL INGREDIENTS INGREDIENTS

STORE IN AIRTIGHT CONTAINER. MANUFACTURED ON PREMISES THAT HANDLES NUTS. MADE IN AUSTRALIA FROM LOCAL & IMPORTED NATURAL INGREDIENTS

* Percentage Daily * Percentage Values * Percentage are Daily based Values on Daily a are 2,000 Values basedare on based a 2,000on a 2,000 calorie diet. Your calorie dailydiet. values calorie Your may diet. daily be Your values higher daily may orvalues be higher may be or higher or lower depending lower on your depending lower calorie depending on needs. your calorie on your needs. calorie needs.

* Percentage Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.

Vitamin A 0% Vitamin , Vitamin Vitamin A 0% C ,0%, Vitamin A 0% , Vitamin C 0%, C 0%, Calcium 3%Calcium , Iron 5% Calcium 3% , Iron 3%5% , Iron 5%

Vitamin A 0% , Vitamin C 0%, Calcium 3% , Iron 5%

Insitu Shots PRODUCT IN SHOT // POSTER DESIGN

The Cookie Crafters would be sold in gourmet food and beverage eateries. Other point of sales would be at the David Jones gourmet

Issues

The hooks that held the box together would only work with a thicker stock of paper thus choosing the right stock was key. A kraft paper at 400gsm was chosen to create a

Left

Above

In bulk, packages will be packed with strings.

Typical packaging with different flavours.

Contact

Overcoming problems and Solutions

One of the few issues encountered during packaging was fine tuning the knife-lines to make sure the product was sturdy and able to fit the cookies without falling apart.

food level and other bespoke shopping outlets But ideally the first choice of the point of sale would be at The Cookie Crafters Cafe.

Enquiries & Questions

consistency feel and look to the brand. The knifeline itself also had problems as it didnâ&#x20AC;&#x2122;t perfectly fit, not allowing the cover to close properly. The solution was to slice 0.5mm of part of the flaps so that the sides would sit perfectly. An additional flap was also made allowing to preserve the cookies for freshness.

For enquiries about design, layout & production:

For all other questions & enquiries:

Delicious Playground 18-32 Oxford Street, Darlinghurst, 2010 New South Wales Australia

The Cookie Crafters No. 11 Crafters Ave, Darlinghurst, 2010 New South Wales Australia

Tel: +61434399493 lookforpam@gmail.com

Tel: +61043136946 www.cookiecrafters.com

TAILOR-MADE

TO PERFECTION

M AY

SOLD AT THE COOKIE CRAFTERS

I N D U L G E I N D I F F E R E N T F L AVO U R S

PROSCIUTTO & BLUE CHEESE

expresso

SEAWEED ROSEMA RY & PARMESA N SAVOURY

SAVOURY

F O R M O R E I N F O R M A T I O N V I S I T W W W. T H E C O O K I E C R A F T E R S . C O M

Above The Cookie Crafters promotional poster.