Helen's Kitchen Favourites
The business name is 'Helen’s Kitchen Favourites', and the tag-line is 'Treasures for Sharing'.
This boutique business will supply premium home made sweets and savouries, including cakes, biscuits, tarts, preserves and pates.
All products will be personally hand made by Helen. The product ingredients will be natural and free of preservatives. Strong positive feedback indicates the products will have considerable appeal to the public at large.
The brand must effectively target the customers and potential customers of the new business. This means being capable of enhancing the product’s appeal beyond the functional product itself, i.e. it's not just a 'jar of jam’ but a ‘natural, handmade premium creation’.
In a phrase, the products are intended evoke the same emotive response as sunny Sunday afternoons shared with family and friends.
HKF will have retail and wholesale customers. Retail customers comprise individuals buying products for personal consumption, plus individuals buying products for gifts or as offerings when visiting friends/family. Wholesale customers comprise eateries like cafes, delicatessens and club style establishments.
The most frequently anticipated use is for morning/afternoon tea gatherings, regardless of customer.
The logo should include the name of the business and the tag-line.
It must be capable of being consistently and favourably reflected in a full range of business collateral, including product packaging, stationery, advertising, website and signage (wide banner).
Ideally it will reproduce equally well in full colour, greyscale and mono. And like all good logo designs, work just as well on a business card or billboard.
The attached scans show a possible direction for the icon design. They depict a cake tray that you might see at a luncheon or devonshire tea. The style is intended to use clean, curvy, minimalistic lines. These are suggestions only so feel free to interpret the brief with your own visual concept.