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Week 3B: Developing a Brand

     I am currently in the planning phase of a fresh baby food delivery business. The goal of my branding for this company is to inform customers that this is the brand to go-to for health conscious families looking for a top tier product to feed their young children. One of the pillars of the brand is education. I have spent my entire life studying nutrition and alternative medicine. In addition to giving the message of health and wellness I want education and happiness to be clear in the branding as well, because the ultimate goal of the brand is to deliver a product that aids in brain development and longterm quality of life. Another important part of this brand is brains. Not every family has the time to make baby food from scratch, which is why we are here to deliver fresh food to your door twice a week.

    I haven't developed a name yet, however I do have a logo idea. I would like to somehow incorporate a lotus flower, as it represents life as well as being a common symbol in ancient Eastern cultures from which I draw a large portion of my health philosophy. I would also like to feature a happy baby face. I imagine a 2D abstract face, smiling, almost derivative of a happy Buddha. Around the baby I would like to have small hand drawn veggies. My challenge will definitely be reining in my ideas and coming up with something that is whimsical and fun but still clean and easy to remember. 

    My logo and tagline (TBD) need to portray the brand principles I mentioned above: wellness, education, convince, and happiness. Where I still don't have a crystal clear image on those two components, I know that I want my colors to be light hues of earthy colors. Greens, soft yellows, and neutrals. I chose these colors because they are relaxing and also fall in line with the theme of organic, healthy, comfortable which the company is encompassing. 

    For fonts, I would like to use something whimsical. I like fonts that look handwritten. I also like fonts that are long and lean, as I feel they are the more clean adaptations of the handwritten style. I don't see myself using anything too bold or sharp, because that is more bold than the messaging I'd like to use here. If I were doing a clothing brand or something sexier I would go for the angular sharp fonts. However being that this is a children focused brand, I want all of the imaging to feel light and fun. 

    I would like to do something a little different for the promotional photos for this brand. I feel that most food and health companies go for candids, people on a hike or laughing in the kitchen. I would like to take editorial quality old school portraits with simple jewel tone colored backdrops. The portraits will be of families, holding or eating the product. I feel like the change in style will be both aesthetically pleasing and standout from the crowd. 

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