The Beginnings of a Moodboard

Organic Brand Design and the Leaf

From thedieline.com blog links, I'm noticing a wholotta of leaf which is funny because i just read in the design trends for 2009 logos that leafs are hitting their stride.(http://www.logoorange.com/logo-design-09.php)

At Brand Engine (http://www.brandengine.com) they've used it in all three examples of organic designs. Other similar visual effects are swirling letterforms with the 'o' often moving into another letterform.

Crave (http://www.cravebrands.com) also dabbles in the leaf, but not necessarily for organics only. They have managed to escape the colour green a bit and curiously enough I'm noticing purple.... Lines in their designs are often mottled or sheared I guess implying a choice of granny's favourites or branding. harhar. ....Enjoyable positioning statements.

Sterling Brands (http://www.sterlingbrands.com) I love Debbie Millman. I just had to get that out. Their consumer/brand predictions for 09 are interesting, if not a little scary. Especially when they acknowledge the entire population is going thru a midlife crisis. http://www.sterlingbrands.com/strategy/thought.php?thought_id=43

MESSAGING

SPUDS has grown from a small company with only 9 deliveries in 1998
to the LARGEST ORGANIC DELIVERY SERVICE IN NORTH AMERICA!

Quite an accomplishment and a potential point of pride for Vancouver. If only more people knew that SPUDS supports and promotes sustainable and organic production throughout BC and that this in turn protects our environment and our collective health.

Furthermore, the threat of more businesses wanting to capitalize on the organic craze means SPUDS needs to get sharper with how they position themselves. With most major grocery chains now housing an ever expanding organic section, (albeit without a local mandate) and with more grocery stores chains specializing in the organic experience as a whole, SPUDS runs the risk of losing out on their target markets.

To capitalize on the growing desire for organic groceries, SPUDS need to reposition themselves within the market, as the pre-eminent source for LOCAL BC/WASHINGTON products and produce. They should emphasize their business longevity and acumen which allows for COMPETITIVE PRICES and multiple weekly SALES. And by way of Door-to-Door delivery, all groceries and produce especially, is as FRESH as possible, GUARANTEED.

PICK WHAT YOU LIKE. TRUST SPUDS TO DELIVER IT.

1. SPUDS is the largest organic grocery delivery service in North America. We've been in the business for over 10 years and have built lasting relationships with local farmers. We guarantee the best organic produce and products and we bring them to your front door. With the click of your mouse, you choose exactly what you want, avoid the parking lots and lineups. Do more important things with your life.

THREATS

A BAD SEASON/POOR CROPS – experienced by any farmers within the 800 mile radius may cause extended shortages on major supplies.

PRODUCE/DELIVERY RADIUS – seasonal produce is only in store during it’s harvest time.

I.T. PROBLEMS – if experienced even once, can tarnish a consumers experience, and the clien won’t even know it.

BAD ECONOMY – may have many customers cutting back on Organic products for cheaper non-organics in order to save.

EXPERIENCE DESIGN – the art of shopping can be a day long event that is both entertainment and celebration of all things culinary. Competitors like Whole Foods have create an atmospheric shopping experience.

OPPORTUNITIES

ORGANIC IS FASHIONABLE - and according to cbc, organic sales have been on the rise by 20%. Spuds continues to expand towards eastern Canada and Northernly, into the United States.Ways to capitalize on this could include:

JOINT VENTURES / STRATEGIC ALLIANCES - Spuds has begun to venture into strategic alliance with several Vancouver restaurants, including Vancouver favourite "Vj's" which culled a huge response for the Valentine's contest. Any and all organic or ethically responsible business via online linking and promotional piggy backing.

COMMUNITY AWARENESS - building on the the referral system, the spuds well-equipped online shop could support a community hub and resource for groups interested in expanding on a sustainable lifestyle. Educational components either online or as a chance to create face to face experience with spuds reps.
Furthermore, developing community awareness thru sustainable print design could expand the Spuds brand to a wider audience not familiar with local trends hile keeping up with the spuds code of ethics.

NO OMMISSIONS. NO PLASTIC BAGS.

WEAKNESSES

With the popularity of Organic Grocery shopping increasing, Spuds could benefit from an expansion in marketing. As of now, there it appears to rely heavily on customer referrals.

LOCATION - of the business, though secondary to the business itself, could have more of a visual presence and could perhaps host events or opportunities with a face-to-face interaction.

DELIVERIES - are currently only available once a week. This system relies on the customer negotiating their needs for this period of time which often results in them also having to shop elsewhere. Customer retention is unreliable.

WAREHOUSE LIMITATIONS - The amount of products are still limited as compared to a store setting.

SHELF LIFE - Organic produce ‘appears’ to rot faster than those grown with pesticides

EXPERIENCE - of tactility when you feel or see your produce.

STRENGTHS

100% GUARANTEE - because the purchases Are made sight unseen you can return anything.

AVOID – the parking lot, the lineups and multiples destinations for your groceries and health products when they are delivered to your door.

CUSTOMIZE – your ordering system so that each time to gain more valuable time for yourself and your family. Postpone my order at short notice if you like.

CONTRIBUTE – to climate change and a sustainable environment, with low overhead and local produce, the average spuds product travels 800 miles to your door instead of the 2400 to the average grocery store. Ethically sourced produce at a competitive price.

EXPAND - your health and horizons – Eat Local Organic Goods grown with a conscious for the environment and withou pesticides. Support eco-friendly farming practices and Fair Trade cooperatives. Learn about all this with our "Fresh News".