presentation slides

SWOT analysis : farmbake

KEY SUCESS FACTORS AND APPEALS:

Farmbake is a very successul NZ biscuit brand and is more commonly reached for than Earnest Adams.

They have gained a huge trust with New Zealand audiences and their bags are taking over the biscuit section.

They have a great design which gives off a very homebaked, rustic feel .

Their slogan is “There is no substitue for quality” which  pairs great with “the taste of home”.

They have a great selection of flavours and appeal to many.

Customers know the brand well and will most likely always stick to it.

Affordable vs quality is a good balance.

WEAKNESSES:

Packaging has a particular style. Younger generations may not like it as much. 

Not made in New Zealand

To maintain freshness you have to store in an airtight container

no gluten free options 

The packaging does not not provide much information about the brand

Biscuits arent what they look like on the packet - false advertising?

Poor taste. Dry and not like a homebaked cookie

Being too much of a commercial brand may take away the homeliness from the brand and how they are wanting the consumers to see their brand

target audience

The people who purchase Farmbake cookies are typically the ‘motherly shopper’, whoever is the one that goes out and does the grocery shopping and is bringing it back for the family. They would choose Farmbake because of its homely values and home made ideals.  The same kind of person would also purchase Earnest Adams cookies, but choose Farmbake instead because of the long term appeal it has on that customer. Someone might buy Earnest Adams cookies if they are not caring as much about what they are putting into their bodies. Although these biscuits arent healthy, there is more of a guilt when purchasing something that is a little cheaper and not as nicely packaged as that says that it is not going to be as good for you.

Our target audience is those that reach for Farmbake cookies. We want to show them that Earnest Adams is a trustworthy, genuine brand that can have just as much value as the Farmbake brand. The motherly shopper that we feel will buy these biscuits the most, will see Earnest Adams as a yum, fun, established brand that is a good treat for themselves and the family of people they are buying them for.

As well as the ‘motherly shopper’, we have more target audiences too. With the growing trend for sharing food and promoting companies on social media platforms such as instagram, our other target audience will be the ‘foodies of instagram’. When a foodie sees a beautifully designed product, it immediately makes them want to pick it up and buy it, so they can go home, test the product and do a review. The fact that we will be discrete about the fact that this product is vegan, once they find that info on the packet, it will seem like an added bonus since veganism is a growing trend among this community.

final products

Here we have created a range of packaging designs for Ernies Biscuits. The two shown on the left are for our originals line and the second two are our limited editions. Not pictured is the Brownie flavour and our Pumpkin flavour. Our design is fun, bright and eyecatching. It makes people say ‘yum’! After asking a few peer’s, we have found a great design that we know will for sure capture the attention of our target audiences. Our logo has a real ‘jimi hendrix’ vibe about it, which is great for the motherly shoppers who will recieve a sense of nostalgia that will help make an emotional connection to our brand. The colourful prints and playful type will be great for our younger consumers as they judge books by their covers and would happily eat something with a delicious looking packaging. These designs would look great on the food grammers instagrams as they are ‘pretty’ and have a great youthful aesthetic that is quite a trend of the instagram community.

BRAND IDENTITY BLUEPRINT

Rationale

Ernies biscuits was created to be a strong competitor for Farmbake and ultimately being the chosen favourite between the two. We wanted to create a strong brand that New Zealand consumers would trust and reach for without a thought. An emerging macro trend in the food industry is the rise of the social media food accounts. There are many instagram accounts that have large followings that post lots of food products, recipes, new foods and brands etc. This is a great way for someone to share their new finds online to a large audience and is a great way for companies to get their product advertised. Following that, most of these instagram accounts are vegetarian, gluten free or vegan. We have decided to create a product that looks cool enough to make this audience want to share it on their accounts because it looks good, but also with the added benefit of it being vegan and having those conscious consumer values.
Our minor target audience, is those that are the 'motherly shopper'. They dont have to be the actual mother of the family, but it is more the ones that go out to buy all the family their weekly food. These group of people will always tend to go for the Farmbake cookies as they are a trusted New Zealand brand, but they have some weaknesses which is huge value for Ernies biscuits. Ernies is vegan, so that means there is no dairy or egg in the biscuits. 'Vegan' also has a very healthy stigma surrounding it so therefore the motherly shopper will more likely reach for Ernies, because it is a healthier treat for the whole family, but will also look fun and yum for the kids.
Our product manages to reach out to both of these audiences successfully and looks eyecatching and yum on the shelves of the supermarket. The website and instagram account adds to the value and genuineness of our brand, which will soon be a rising New Zealand favourite.

We've seen the future, and its cookie shaped.

final web design

We created a website to promote our product and have it as a backup source of information for our consumers. Showing the consumers what we are about and why we have made our products vegan shows a genuine side to our brand which makes us more trustworthy. Displaying our instagram account on the website is great for the target audience of our foodies so they will be able to easily connect with us on there and be able to keep up to date with our posts, comment and like. This will give a good chance for them to promote our brand through instagram also. The website is very simple, this is because we wanted a clear base to communicate more information and display our products if the consumer hasnt seen it in store. 

backs

Backs of packs with all necessary information to form our final mock up & presentation

 

website developments:

Welcome page: 

Continuous scroll web page design:

Header that scrolls with the page:

website design- starting concepts.

We have decided to have the website as an extra to our promotional material. This is a place where the consumers can go to find out more about our products, how to contact us, how to place an order and an 'about us' section.
The about us section is one of the main pages we are wishing to focus on. We will let the customer know about why we have decided to make these cookies plant-based and also tell them that we are vegan ourselves so that creates a very genuine connection and so it shows that we are passionate and care about the subject and that we arent 'just using it as a marketing tool'.

Emerging macro trends in the food industry.

1. Plant-based everything/ morally concious foods. // Good Enough to Tweet: The rise of food-centric media has sparked new interest in cooking, not only for the sake of nourishment, but for the purposes of sharing one’s creations via social media.
As our generation gets older, they are able to become more educated about plant-based eating. The internet makes this widely accessible and over the past 5 years there have been some very successful documentaries created and the more people share these through social media, the more people watch them and become educated. Social media sharing is huge nowdays with people posting about products on facebook and instagram. Many food based accounts are there sharing ideas on plant-based recipes and selling a new way of living. The aesthetic appeal of food packaging helps when it comes to every day users promoting products. When something looks 'pretty', people are more likely to share it and tell their friends about it.
If our packaging can be eye catching and capture the attention of these consumers, they will buy the product, then looking deeper into the packaging they will begin to see that the ingredients are vegan, and a great option for people with dietary requirements. We aim to get across the 'yum' but good for you message as you look into the design.

How we can extend this idea onto our way of promoting the product, we can create a website, and instagram so consumers are able to promote the product themselves. We can run competitions on the instagram so people can share and spread the message, giving us more promotion from others. The webiste will be there to inform users on all the ingredients, and an 'about us' section saying why we decided to make this product plant-based. This will give us more of a professional, genuine look and gain trust within the community of biscuit lovers.

2. Sustainable diets. 'From the inside out'
Consumers are recognizing that eating can connect with the way they look and feel. These days there is a trend for ditching the diet and going for the sustainable lifestyle. This goes hand in hand with the plant-based way of living.
We can use these cookies as a way of promoting a treat that wont make you feel too guilty.

3. Managing food/packaging waste

4. Health vs convenience

5. Cleaner labels

6. Blends with benefits. 
"Flavorful herbs and spices add everyday versatility to good-for-you ingredients. Matcha’s slightly bitter notes are balanced by ginger and citrus. Chia seed becomes zesty when paired with citrus, chili, and garlic."

Limited Editions

Changed logo to Ernie's Biscuits as it made more since to use an extention of the name thats been establishing itself since 1929.

 

brand concept development

what people want: delicious treats that cater to the growing trends of veganism and other dietary requirements. also, as we get older, we stop reflecting on the 40's/50's as much and moving towards reflecting on the 60s.
what we will produce: a fun inviting packet of biscuits which people will look at and think 'yum' & reach for them straight away.

catchy slogans

hennys biscuits..
-indulge yourself
-mouth watering health
-everybody loves a henny
-hard to resist a henny
-theres a memory in every bite
-youll never put a better biscuit on the bench
-live a daily life of luxury with henny's
-bite a henny, live the shine
-give that man a henny
-give that man a cookie
-henny has the answer
-the cookie that says yes
-does the happiness for you
-nobody does it like henny
-the lighter(better, healthier, etc.) way to enjoy a cookie
-you're in good hands with henny's
-come see the softer side of henny's
-ive seen the futuer, and its cookie shaped
-

CHOSEN SLOGAN:

“I’ve seen the future, and its cookie shaped.”

We chose this slogan for our brand because we feel that it goes well with idea of having this brand that focuses on emerging macro trends that will benefit our future. This slogan gives a certain vibe to the brand where as if we had chosen a much more simple, uninteresting one, it wouldnt compliment our brand as such.

logo conceptualisation & early designs

moodboard

• classiness of the brown paper bag to compete alongside farmbake ('rustic' look)
• colours to make it fun and inviting, also to keep the kids interested and to be eye catching on the shelves
• patterns on the side of the bags/on the stickers ~ patterns that relate to the specific flavour of biscuit or seasonal limited edition flavours
• fun fonts
• fold over top ~ closed with a nice sticker or mini peg
• something pretty that you want to sit on your kitchen bench instead of putting in your cupboard

brand concepts

People want yummy, healthy treats for the whole family. There's also a large movement towards vegan, gluten free foods that cater to different allergies. Therefore, we will offer them a range of home-grown, fun and tasty biscuits that appeal to every member of the family and cater to many different allergies & dietary requirements.

What we want for our brand:

Vegan/goodness range

Gluten free options

Thinking brown paper bags – writing with pop of colour

Pegs on top and/or twisty down tops

Something that other parents will see and think ‘what a good parent’ but kids will also be excited about

Holiday themed limited editions – such as Christmas, autumn

See through pocket keeping biscuit in place and looking yummy, viewable from outside of packaging

Ideas for flavours:

Everyday range

Peanut butter stuffed chocolate cookies

Sea salt Salted caramel

Lemon custard

Better than brownie

Limited Edition

Pumpkin spice (autumn)

Caramel stuffed apple cider (Christmas)

Toasted marshmallow and chocolate (winter)