• A$200

• 53 designs

• 18 designers

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Logo Design Brief

THE BRAND
Require logo/brandmark designed for new business - 'Coco's Table'
-The business focus is a ‘back to basics’, ‘homestyle’ approach to food production, inspired by traditional, artisan food manufacturing methods.
-All products are Australian owned and manufactured from Australian ingredients
-The brand will be launched with a Cultured Butter, with the objective to branch into other product categories e.g. Homemade Lemonade and Gourmet Biscuits

THE PRODUCT – Cultured Butter

UNIQUE SELLING POINT
In Australia there is very little competition in the ‘cultured, flavoured’ butter category.

How is cultured butter different?
This means the butter is made from fermented cream. This sours it and produces truly incredible taste notes in butters. The typical non-organic production butters lack this character so “flavors” must be added to make them tastier.
Average butter has a uniform dispersion of water in oil but home churned butter has a more marbled texture, with grains of pure fat mixed with areas with higher water and milk solids. With a low moisture content producing flakier pastries and a high burning point, the butter is perfect for not only serving fresh with bread, but also for use in finest baked products.
The cream is separated from the milk and lactic culture is inoculated into the cream. It is then allowed to ferment and sour over a two-week period.
The culture converts lactose into lactic acid which produces additional aroma compounds (such as diacetyl) which causes the extremely buttery scent and flavor that uncultured butter does not normally possess.
The sour cream is then churned until the butter is formed, which is then kneaded and handworked to remove water and achieve the perfect consistency that cultured butter is known for.

PRODUCT VARIETIES - SAVOURY & SWEET:
o Unsalted
o Lightly Salted
o Garlic & Herb
o Cinnamon

PRODUCT DETAILS / NUTRITIONAL FACTS
- MILK TYPE: Cow
- SHELF LIFE: 90–120 days
- INGREDIENTS: Pasteurized cream, culture, salt
- High butterfat content — 86%
- Cream is naturally cultured before churning
- Silky smooth with extraordinary rich, nutty flavor
-No artificial or ‘natural flavour additives’

- COLOUR: - A good looking but not over the top yellow appearance. In short, it looks real.

- FLAVOUR: available in 4 distinct flavours, all rich, extra creamy, nutty, butter and delicious

- KEY FEATURES/ADVANTAGES:
o All natural
o Gluten-free
o Churned in small batches from fresh, local cream
o Available in unsalted, lightly salted (0.3%), or variety flavours
o Rich flavor with nutty finish that result in full, complex dishes and pastry
o Rich flavours, varieties and unique presentation make it ideal for table service with bread; melting flavoured savory butters over warm vegies; Melting sweet flavours over pancakes and special desserts.
o High butterfat content makes it grate for pastries e.g. pie crust, flaky pastry, laminated dough, moist cake, cookies etc.
o Low moisture: high smoking point — less absorption of fat in pan searing
o Cultured: low acidity, doesn’t separate when added to wine-based sauces
o Ideal butter to finish sauces, sauteing or on warm crusty bread

- PACKAGING SHAPES – logs/sticks, but can be customized for chefs.

- PACKAGING SIZES
o Bulk for restaurants – for use in cooking
o Food service size – great for table service in restaurants and bakeries
o Medium size – convenient for everyday home use
o Mini size for catering, cafes, bakeries and the bread basket

- OTHER CHARACTERISTICS:
o Homemade/rustic
o Gourmet
o Artisan qualities/hand-crafted/ crafted with care
o ‘from farm to table’appeal
o Pure goodness
o Rich and fragrant
o Natural and authentic, dedicated to tradition and quality

- GENERAL BUTTER FACTS
Australian milk is rich in beta-carotene (vitamin A) because our cows are mostly pasture fed. The European-style, pale butter is a result of the grain-fed cattle which are housed in barns for most of the year due to differences in climate. Salt can also make the butter appear more yellow.
Salt - Originally added to butter in Australia before the time of refrigeration to preserve it, but it soon became an accepted and sought-after flavor in Australian butter. European butter is not traditionally salted.

PRICING
Greater than that of regular or even other common organic butters. This is due to the higher quality nature of the product. We are not about charging an extraordinary premium, but about value for money and charging for a product that is worth the price.

COMPETITORS
Please refer to accompanying document including examples of competitor products in the high-end, premium butter category.

Consider the style of competitor brands when designing brandmark. Brandmark should be appropriate based on the brief, yet sufficiently differentiated and have an edge against the competition.

Target Market(s)

WHOLESALE
- PRIMARY: High-end, small to medium-sized bakeries, restaurants, cafes and gastro-pubs
- SECONDARY: High-end, luxury establishments including large hotel chains, restaurant chains, airlines, catering companies

RETAIL
- TERTIARY: gourmet supermarkets and delis with a focus/appreciation for natural, gourmet products

Industry/Entity Type

Farm

Logo Text

Coco's Table

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Logo styles of interest

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• The brandmark must have a premium feel that exudes a feeling of trust, quality and authenticity.
  
  The brandmark must be versatile and appropriate to roll out across a range of different food categories.
  
  Please give important consideration to colour rationalisation as a way to communicate the above two brand qualities.

Nice to have

• Premium looking font should be selected.
  
  Both Wordmark style or Pictorial/Combination logo will be acceptable. Please consider careful and appropriate images if presenting a Pictorial/Combination logo.

Should not have

• Cartoon-style graphics
  Do not use images of animals in the logo
  Do not use standard, old style serif font.
  
  
  

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