Our mood board was supposed to reflect a sophisticated feel, without being exclusive. After presenting the mood board, we released that it was reflective of a home-made style rather than a sophisticated bakery style.
Also after discussing our idea with others in the class, they also had concerns about tensions around exclusivity with our idea. They suggested that pricing would be interesting. To price it the exact same as Arnotts, but have the upper-hand with the more sophisticated design, or price it slightly above Arnotts Farmbake to make the buyer feel as if they are buying something of higher quality at slightly higher value, but a value that could be thought of as insignificant to the buyer’s pocket.
People are experimenting with higher quality foods and flavours. Our biscuit range will remove excluvisivity from already existing gourmet brands and bring it to the every-day supermarket shelves.
Some notes from class-
We wrote a list of supermarket brand traits and high-end brand traits and took some from each list to hopefully create a brand that is the perfect mix of both.
Supermarket features:
bag
full bag
medium size
basic flavour
glossy
imagery full
available
affordable
family oriented
formal fonts
mass-produced
solid colours
everyday
Gourmet features:
contemporary style
less product
smaller bags
luxurious/interesting packaging
sold individually
experimental flavours
quality ingredients
embellishments
textures
patterns
secure packaging
gifts, treat, luxury
Our brand:
contemporary style
medium size
full bag
affordable
interesting design
images of textures
solid colours
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