What We Do
Purebread is the bread arm of this company, which manufactures bread, cakes, pizzas and biscuits, all which are completely free from multiple allergens: gluten, wheat, dairy, eggs and soy (Delectably Different will be the strap line for the entire range).
Top Three Things to Communicate
#1 - Healthy
#2 - Honest and trustworthy
#3 - Exciting and inspirational. Many of our competitors have a medical feel but we don't think having an allergy means you only get boring brands.
Our Target Audience:
Whilst allergies affect men, women and children, market research has shown that health-conscious professional women aged 25+ with a large disposable income will also be inclined to buy these types of products for their perceived health benefits, even if they do not have an allergy. The brand is honest, wholesome and accessible to all. The emphasis should not be on what the food does not include (it shouldn't be seen as a compromise) but more on the food function, in order to appeal to a wider consumer base. The key is the products performance rather than the prescriptive nature associated with so many competitors.
No more than two colours, as the logo needs to be adaptable. Delectably Different is to be a master brand, so the logo will potentially appear on packaging of many different colours and so it must still be easily identifiable.
Our Ideas and Additional Information:
Ideally we would like the logo to conform to the principles of feng shui, with energy flowing from left to right and low to high.
Clean lines would be preferable, so that the logo really stands out.
These bread products are revolutionary - this is much more close to "real" bread than is available at the moment, and hopes to revolutionise the free-from food market. So think innovative and exciting as well as being a lifeline for people who have had to put up with bread which tastes like cardboard for years.