Making biscuits

I made three of the flavours to see how they tasted. I made the Chocolate Chip, Rhubarb and Cinnamon and the Orange and Dark Chocolate. They turned out delicious, definitely something I would buy off the shelf. I used Whittakers Chocolate as it is made locally here in Wellington which reduces the food milage of the final cookie product.

Logo Feedback and Idea Adaptation

After showing the logo designs to the class we received feedback that perhaps the design wasn't quite working with our idea. The design was too commercial and didn't really make people think of cookies or seasons. The brand name also didn't seem to be working as Corner Stores reminded the class of greasy food in an urban environment.

We realized that a lot of work needed to be done and have come up with the new brand name "Local Pantry". It definitely sounds much more home made and with local in the title it links directly to the use of local ingredients in our biscuits.

Logo

After coming up with the name Corner Store which to me conjures up feelings of a community, food, perhaps a small town which relates well with our brand. Below are a few logo concepts we came up with.

Idea Tweaking

After pitching our refined idea to the class we received some valuable feedback that caused us to re-think our idea a little. The issue that continued to arise when receiving peer feedback was the fact that we would only ever have two flavours on the shelf at one time. This could cause us to lose to our competitors Farmbake, as they always has several flavours on the shelf at one time. To combat this we decided to create a second all year round flavour to add more variety to our selection. The two all year round flavors we decided on were Oat and New Zealand Bush Honey, and Chocolate Chip. The seasonal flavors are as follows:
Winter - Rhubarb and Cinnamon
Autumn - Feijoa, Sunflower Seed and White Chocolate.
Spring - Orange and Dark Chocolate.
Summer - Strawberry and Boysenberry

Refined Idea

Our idea is to create a new line of biscuits to rejuvenate Ernst Adams Brand. We are going to do this by focusing on the micro trend of food miles. To tackle this micro trend we have decided to create a biscuit range that relies upon local seasonal produce to cut down on food mileage used to import produce that is not in season. Because our biscuit idea relies upon the seasons we decided to create a range with 5 different flavours. There will be one flavour for each season and one that is all year round. The Flavours will only be available during their season. We will design the flavours to accompany the season’s conditions, temperature and comforts we crave during each season.