Three mood boards
Present a visual moodboard to the class that communicates your unique "product story or theme" (supported by macro-trends), and "product concept" (including product type, possible flavour variants and packaging format).
Showing local and ethical
1. The workers
2. The ingredients
3. The farms and orchards
Feedback
Is this a big, differentiated idea that is focused on emerging macro-trends?
Emerging macro-trend: consumers are increasingly more ethically conscious
Focused on being locally made
Focused on being ethically sourced/produced
Does it meet the client brief? In particular, will it integrate into the wider EA family?
The range will integrate into the family as it will be New Zealand produced as all EA products are
Do we believe it as consumers ourselves?
As consumers ourselves, we would rather purchase something made here, something that is fresh and supports local businesses
Is it a unique space from Farmbake, and is it difficult for them to easily copy into a variant?
Farmbake is produced in Australia, whereas Ernest Adams will be locally produced in New Zealand and will have speciality flavours that are common to New Zealand but not Australia
Farmbake is owned by Australian company Arnotts, and proudly produce their products in Australia making it unlikely for them to produce in New Zealand/copy into a variant or source the New Zealand ingredients.
NOTE
Remember that the purpose of this exercise is to interrogate and evolve your idea, not to prove it. Based on feedback iterate your idea and re-pitch.
Once you have resolved your product idea you can complete your reverse brief, distilling an 'ideal' brand identity blueprint and selling the client on how your concept meets their brief.
FLAVOUR IDEAS
FINAL 5
- Feijoa Caramel
- Marlborough Sea Salt Chocolate
- Zesty Mandarin Chocolate
- Manuka Honey Oats
- Hazel Butter
OTHER IDEAS
- Beetroot Red Velvet
- Cacao vs Chocolate
- Marshmallow Raspberry
- Cookies Cream smash
- Pear White Chocolate
- Matcha Macadamia
- Zesty Orange Chocolate
- Golden Kiwi Caramel
- Spiced Kiwi Fruit
- Crispy Apple
- Peanut Butter
- Lemon White Chocolate Shortbread
IMAGES FOR FLAVOURS
Feijoa Caramel
Manuka Honey Oat
Marlborough Sea Salt Choc Chunk
Hazelnut Butter
Zesty Mandarin Coco
NAME OF THE PRODUCT
IDEAS
- Haupa Whenua
Which means eat from home eat local
- Kame Whenua
Which mean eat now from your home
- Mato Whenua
Which means eat fresh eat crisp
CHOOSEN NAME
HAUPA WHENUA
Because it is most relevant to our topic and sounds the best for this range of cookies. It is also translates to eat local and eat from your home which is a perfect way to describe our macro trend we are following.
SLOGAN IDEAS
- Taste of New Zealand
- Taste of Aotearoa
- Flavours of Aotearoa
CHOOSEN SLOGAN
Flavours of Aotearoa
We choose this slogan because it represents the 'new' New Zealand. Because the range includes modern flavours and fruits which are part of the new image of NZ compared to the bumble bee or feijoa. NZ is also becoming a recognised sustainable country and definitely known for quality food.
FONT IDEAS
LOGO DEVELOPEMENTS
FINAL LOGO
SESONAL FRUIT