Local franconian food lacks in proper ways of representation to its customer. The market was filled with similar products not having much attraction and a modern grasp for . The challenge came in redesigning and developing a brand that targets potential customers in a best way.
It all started with research for local products in different super markets and smaller stores in the area. We took an extensive research on people living there to develop first proper personas that lead into creating a brand value cloud out of it to bind all those values into one single brand visually in character, style and typography. Everything piece by piece should fit under a global local brand thats spiking out of the mass of underrated qualitative and regional food.
The market analysis of local products in the area showed quickly that many of it are just taking advantage of the regional colors red and white. Most of them just appeared with too many details missing out the bigger picture of its own quality.
We've interviewed many people about their buying behavior and documented their environment. Preferred brands and detailed aspects that got mentioned in the interviews lead us further to develop an according cloud of values showing in the venn diagram. Focusing on interceptions of those results was key. The proper diet types we lead way to the final decision for the core values.
Those three core values of the brand wheel opened up room to play with. Home as the core value surrounded by regionality, exclusivity and healthiness. It allowed us to create a character that was about to represent them all in a new way combining traditional values and innovative approaches.
The name "SCHORSCH" (typical name for the region of elderly people) could represents the pithy and clever franconian values in a new early adopting way to embodies a innovative brand character. On top with a claim like "put franconian into your basket" it felt very well already.
To make way into the competitive products around with the same old colors we thought about giving it a new more bold feeling and decided us for a warm and yellow based color world calling for attraction. To set it really apart we decided to go one more step and thought about adding an trendy element like patterns to it. We defined five first final products with each having a different color.
The final packages with saturated colors and SCHORSCH'S yellow corporate color. Everything unique and own characterical way of displaying the values & attracting potential customers.
OIL – with wild garlic, made of cold-pressed canola oil
WINE – Rivaner 2012, semidry
CEREAL – ancient cereal-fruit-crunch, crispy power-mix with fruity & nutty taste
PECK –with franconian honey, fluffy pastry, made of egg white foam
CHUTNEY – with regional quince and fiery chili peppers, spicy fruit puree
To sum i tup we also created some really distinctive states of SCHORSCH and brief description on posters making use of the style.