BIB

Another BIB with more info added to it but we are still working on it to answering some of the questions needs more work.

Testing cookie flavours

tested the chocolate and chilie cookies and the blueberry yogurt lemon cookies. They flavours worked out fine and go together 

Concepts of package design

I tried a few different designs. I wanted the packaging to look very organic and  a bit rustic so you get that market organic feel. I think some need a lot of work as they don't look very cookie like? In some designs i added a bit of a cookie crumbs to give the essence of a biscuit and make it more friendly rustic and organic. I like the goodness bites skinny package design as it looks very organic and with the orange brown colours you get that market feel. The top one "organic goodness" with the cookie at the bottom flows well but not sure about the package shape but i think it reminds me of markets as its very casual and organic.

with these concepts i used hand draw like illustrations of fruit featured in each flavour to give it a market/ homemade feeling. The brown background in some designs represents brown paper bags which is very organic/ eco friendly and handmade.

Brand Concept

Brand identity
We are going for a market approach using local fruits, vegetables and other produce/ flavours you would find at your local market.

The macro trend me are following is a healthy product and the supporting locally made produce.

people are starting to think more about what they're consuming and where its coming from, our biscuit brand will provide a locally made product that is healthy and better for you

Target Audience
healthy/ fresh
more raw/ fruit flavours
less fat than original cookies
contains superfoods - fruits
organic lifestyle
people looking for a healthier treat
supporting locally made produce/ products
flavours you would find at your local market

Brainstorm of name, flavours

possible brand names

pure kitchen

pure bakery

pure cookies

crisp

raw bakery

raw goodness

sugar and spice

the goods

local goodness

the market

fresh goodness

the stall

ripe garden

cookie essence

wild garden

luscious garden

organic garden

divine garden

zesty garden 

zest

decadent delights

soul cookies

heals cookies

tasteful delights

twist

organic bites

possible flavours

vanilla avocado

lemon lime and basil

apple pie

peanut butter jelly

jam almond

brown sugar ginger

blueberry yogurt lemon

apple caramel

orange caramel

chocolate chilli 

lemon hazelnut 

mango peanut 

pumpkin cheesecake

orange strawberry

pear yogurt

carrot spice

Brainstorm of possible names for our brand. We want a name that will link to our brand in the best possible way. Our brand and our cookie is very rustic it has the market vibe of fresh fruit herbs to it. Our flavours are going to be bait out there a little bit crazy but healthy to as thats such a big macro trend. The other end of our cookies is a little rich and gourmet and a bit high end in the pricing range.
We haven't come up with a name yet so when we did some packaging design we picked a few names we liked to see what they looked like and how they could make the audience feel when they look at it.

for flavours we are going for produce you would find at a market, so fruits, nuts, spices but we want to put a twist on the flavours. Mixing flavours together that you usually wouldn't find in a cookie

Mood board

first flavours

-lemon

-raspberry chocolate

-jam

-apple pie

With our first mood board we wanted to create a brand that was young, colourful, organic and rustic that used locally made produce.

After presenting our mood boards in groups, people thought it was more of a fruity organic market approach, so we decide to go with that as it is totally different from all other brands.

We got some feedback on our flavours, people suggest to add more flavours that you would find at the market, more fruit, vegetables, spices etc.

Perceptual Maps

Chart 1- 

• Gaps within the mature/decadent area and an even larger one in healthy/youth
• May look into market position to be in the middle, a biscuit that is healthy and yum while targeting a wide audience.

We want a healthy but yummy snack and for the consumers to feel good about eating it.

- Gaps in the healthy but a little bit high end in the market-

-Also yum but healthy- There isn't many products that are healthy and yum if our product is a bit high end in the market it will fit in the gap of healthy but yum also a little high end in the market if we want local ingredients. 

Ernst Adams / Farmbake research SWOT's

Ernst Adams

Brand History

Ernest Adams has been around since the 1920’s and was started by Ernst Alfred Adams who came from a family of bakers who immigrated to Australasia.

Ernest Adams has won an award for being the number one baked brand in New Zealand. The brand was acquired by Goodman Fielder in 1999 who sell in New Zealand and Australia.

Ernst Adams is New Zealand’s biggest and leading sweet-baked brand offering a range of products such as slices, loaves, cookies, éclairs, brandy snaps, meringues, profiteroles, cakes, sponges, puddings and tarts, along with gluten free options.

Product

Caramel slice

brownie slice

raspberry slice

chocolate cake

lemon cake

jamaican cake

ginger slice

apricot slice

louise slice

sultana slice

gooey caramel slice

fruit cake

madeira cake

lamington

sponge

raspberry sponge

chocolate chip cookies 

double choc chip cookies

shortbread cookies

apricot chocolate cookies

anzac cookies

peanut brownie cokies

sweet loaf

Price

The cookies cost $3.49 per 350g

while their other products are prices between $3.49-$7.35

compared to other brands

Homebrand cookies $2.95 350g

Arnotts Farmbake $4.29 350g

Griffins $5.29 320g

Urban bakery $4.99 180g

Place

Ernst Adams is sold at supermarkets, next to farmbake just above eye level 

Promotion

Ernst Adams has no recent advertising, and they don't have their own website, they can be found on the Goodman Fielder website

Strengths

Nz product

affordable

reliable trusted product shown with brands history

family of bakers

good for a quick easy snack/ treat

Weaknesses

Packaging is outdated, doesn't symbolise nz

website needs improving - own website

no new different flavours

doesn't seem 'homemade'

cookies are quite small 

Threats/ opportunities 

Marco trends - healthy options

new exciting flavours

improve website/ packaging 

more youthful and fun





Farmbake

Week 1 brainstorm / macro trends

Brainstorming


Cookies 
social
youthful
yum
healthy
treat/snack
nostalgia, memories
eco friendly
ethnical 
free range
fair trade
natural
organic
cultural
choc chip
have with coffee, tea



Macro Trends
lifestyle choices - a growing trend is people are starting to think more about what they are eating and where its coming from - organic, healthy 

homegrown, local - supporting local business/ produce

fast/ easy accessible food

eco friendly - recycling 

fair trade

healthy food - people are coming more conscious about whats in the food they are eating - sugar free, vegan, gluten free



looking at different packaging designs / cookie brands