marco.bertolazzi got their new logo & brand guide by running a design contest:
Illustrative, authentic and freshy logo design and brand guide for our new apple varieties
Check out marco.bertolazzi's Logo & brand guide contest…
Food & Drink
www.civ.it CIV is a joint venture between 3 leading nurseries (Vivai Mazzoni, Salvi Vivai, Tagliani Vivai) in Europe with over 40 years of experience in the pome fruit and strawberry sectors. CIV is a founder member of INN, International New-varieties Network, an association that promotes the exchange, evaluation and marketing of new varieties in the major fruit production areas in the world.
MAJESTY MARK GOAL The main goal is to create Pictorial, Abstract and / or Combination Mark for Majesty Apple Variety, coherent with its properties and positioning, suitable for the commercialization of the fruit in association with the created Mark in different heterogeneous projects, for both conventional and organic production methods. In light of the foregoing, the TMs should have the following characteristics: - Adaptability to many different countries, having different cultures and to be associated with the Majesty denomination (e.g.: Majesty), whose names can be positioned either inside the Logo Design or outside. - Being unique compared to other brands of the apple-branch: generic brands and club-Majesty brands (listed below); - Appealing; - Can have a positive meaning (e.g.: healthy benefits, eco-sustainability, etc.); - Be apt to both conventional and organic production methods; - Capture and transfer the Majesty differentiating features (as reported and explained below) that could place the Majesty in a non-yet occupied area of consumer experience and positioning. Differentiating Features: Fruit Characteristics, Unique Selling Proposition & Market Opportunities MAJESTY FRUIT CHARACTERISTICS - Fruit is very attractive, medium-big size and regular elongated shape. The ground color is green/yellow covered with a very attractive pink/red overcolor on 80% of the surface. - As for the taste, Majesty shows a good Firmness. It is Crispy and juicy with good sugar content and balanced acidity level (Brix: 13,5°-14,0° Acidity: 5,2 - 6,2 g/l Malic Acid. - Majesty shows as well good storage properties and good shelf life. It hardly gets mealy and delivers a consistent positive eating experience. UNIQUE SELLING PROPOSITION Proposed Price Positioning: not premium (Pink Lady) but above commodity (Gala) The apple may have different opportunities to find its place in the market. MARKET OPPORTUNITIES Especially in Europe, Majesty could be a variety suitable for being commercialized under private labels owned by the retailers (e.g.: Coop, Conad, Mercadona, Tesco, Carrefours, etc.). Therefore, it would important to design a TM that can be easily used in co-branding with these private labels. Globally speaking, in the pink apple segment, Majesty could occupy the pink / sweet segment, which is at the moment free! GENERAL COMPETITOR ASSESSMENT We strongly recommend you to visit the website of www.pinkladyeurope.com, which is our direct competitor and to get inspired from these websites of non-direct competing varieties: - Kanzi® www.kanziapple.com - Jazz® www.jazzapple.com - Ambrosia® www.ambrosiaapples.com - Envy® www.envyapples.com - Modì® www.modiapple.com DIRECT COMPETITORS The direct competitors of Majesty are the apple varieties in the “Pink Color” market segment. There are different kinds of competitors for the new apple-brand on the market. Club-apple-brands (= 1 brand for 1 protected variety): The most important here would be - Pink Lady® www.pinkladyeurope.com. COMPETITORS AND CO-BRANDING It is worth noting that other kinds of brands, as listed below, can co-exist with our TMs in case of co-branding. Generic brands (= 1 brand for several varieties of this producer): - International Producer brands (Melinda, Marlene, Val Venosta …); Origin Brands: - like Washington Apples, Südtiroler Apfel, Mela Val di non (PDOs and GPIs); Private label brands (owned by supermarkets): - like “Sapori e Dintorni”, “Fior Fiore”, etc.; In case the Majesty will be developed only with time and no co-branding will be implemented, then these above-mentioned marks would become competitors. MARK STYLE AND INITIAL USE What we Like in Term of Style, Color and Font This are our proposals, but we are open to any other options. - STYLE: Classic, Modern, Painted, Illustrative Authentic, Fresh, Girly, Sparkling; - FONT: no specific preferences, but is should be coherent and compatible with the Pictorial, Abstract and / or Combination Mark; - COLOR: essentially pinkish to red/reddish, even electric purple colors (analogous option, so a combination of the these three colors) in line and coherent with the external skin color of the apple. As a secondary color, white pale background. What We Don't Want - No cliches like nature, leaves, orchards and other things related to agricultire. - No generic icons that don't tie into the product or company. - No curly fonts or script style (letters joined together) - Not oriental looking or other cultural feel (it has to fit into many cultures) Where the Mark will be Used The Mark will be used initially on the labelling on the Fruit on digital medias and then in the future a specific packaging design might include it.
Every design category has flexible pricing for all budgets. Logo & brand guide starts at $569.
Full copyright with production-ready files for digital and/or print.
It all began with a design brief.
A quick, interactive guide helped them understand their design style and captured exactly what they needed in their logo & brand guide.
Designers across the globe delivered design magic.
marco.bertolazzi collaborated with designers to refine their ideas
When design entries come in, you can rate them so designers know what you’re looking for in your logo design.
99designs has great collaboration tools so you can pinpoint and capture your ideas
And then… they selected a winner!
Along the way, they met lots of talented designers…
We think contests are a super fun way to get design.
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