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Company Name: Farm Meat "Selyanych"


Company Activity: Retail trade. A network of meat shops.


Product/Service Description: At this stage, there are two stores with a wide range of turkey and chicken products. This includes all types of cuts, minced meat, and raw sausages made from this meat. There will be no expansion of the product range in these stores due to limited space.

New stores may open with the same range, or they may include pork and possibly other types of meat - beef, lamb. It all depends on the size of the premises that can be rented/bought in suitable locations in the city. A small space means only turkey and chicken products. A larger space means at least pork will be added, etc.

There is no accompanying range (spices, marinades, groceries, etc.) in the existing stores, and there will not be. In future stores with larger areas, it may be possible. However, the main focus will definitely be on meat.

Considering this, the logo should not emphasize any one type of meat.


Distribution Channels and Sales Geography: The stores are located in Ukraine, Mykolaiv region, Mykolaiv city. New stores will be opened in the near future in the same city. In the distant future, in other cities of Ukraine starting from Kyiv. 


Target Audience Profile: The majority of customers are women who manage households. The average age is 40-45 years. Overall, since we are leaders in our field, we attract a diverse range of people. If you live in the area where our store is located and want to buy fresh quality meat, you will most often come to us. Customers include those buying for catering establishments, patients in hospitals who need to follow a diet, and young mothers for their small children. Husbands come with lists, and young married women do too. In general, they are family-oriented people.

Additionally, since we have the most complete range of turkey and chicken products, we attract many dog owners. They buy heads, paws, skins, bones, necks, and soup sets from us. For purebred dogs, they also buy expensive products like stomachs, shanks...


Existing or Proposed Positioning: We position ourselves as a store with farm meat that is of higher quality than all other mass-market brands like Nasha Ryaba, Havrylivski Kurchat and others. 


Closest Competitors:

1. Retail chain of small outlets "Nasha Ryaba". In some locations, there is also a narrow range of turkey products.

2. Convenience store chain "Doyarushka". Positioning - a comfortable store with a wide range of food products near home. In Doyarushka, a small showcase presents a range of chicken, turkey, pork, beef... A little bit of everything. For example, we could fit one chicken in a showcase of that size. Their stores also have many other products: sausages, dairy, groceries, cereals, juices, spices, baked goods, etc. Recently, they have started offering a narrow range of baked goods made in-store by the staff. Their store principle is: almost everything, but in small quantities.

3. Convenience store chain "Mida". Similar to Doyarushka. Positioning and perception in the eyes of consumers are the same. However, the stores are more aesthetically pleasing, and the equipment is more expensive. In many stores, cutting is done on-site, and customers can see this.

4. Some supermarket chains: Tavria, Novus, Hippo... that sell fresh meat. ATB is not a competitor in meat.

5. Traditional markets - pork, beef. They operate as always in unacceptable sanitary conditions and lack refrigeration. Due to the absence of proper stores with a wide range of quality meat (pork, beef), they have not yet disappeared.


Main Competitive Advantages:

1. High quality of purchased meat. Careful acceptance of meat based on quality. We do not accept the least fresh meat. We also monitor the shelf life and freshness of the meat during sales. We do not allow the sale of stale products.

2. We maintain the maximum possible range.

3. We process (cut, debone) at the point of sale. Sales are practically from the knife.

4. We ensure ideal quality cuts. Everything is cleaned of excess skin and fat. All cartilage is removed. Minced meat is free of any cartilage and veins. Each piece of meat is practically a work of art.

5. High aesthetics and perfectionism in the display process. The display looks simply stunning, with mounds everywhere, no empty spaces, everything like at a festive table.

6. Polite service - we only hire positive and optimistic people.

7. Availability of a bank terminal, computer terminal, and customer monitor. If the store is located in a market, we have many noname competitors who are of higher quality than the aforementioned Doyarushka chain. However, none of the competing market points have a bank terminal and customer monitor.


Regarding prices, considering all the above advantages, we set prices slightly higher than in other places. But at the same time, we sell many times more.


What elements should the logo consist of?

  • from a signature and graphic element
  • or a signature with stylized elements (examples of such solutions are in the images)

Do not create a mascot logo like Mr. Proper, KFC Chicken. 

Do not make it in the form of an emblem.


What should the logo be like? (remove unnecessary points)?

  • simple, concise
  • minimalistic
  • modern
  • abstract - if so, it should have logic and meaning. You should explain how it differs from a dozen randomly generated abstractions.


What word or phrase will be used in the logo?

Farm Meat "SELJANICH"

Uppercase or lowercase letters depend on the design decision.


Should the logo be bilingual or trilingual? Ukrainian-speaking


What should be depicted in the logo?

This is the most difficult question. Separate images of animals (chickens, turkeys, cows, pigs) are not suitable, as this would emphasize one type of meat. Trying to combine several animal images in one depiction is also unnecessary. In principle, animals seem somewhat banal.


Is the logo being created for the first time or has it existed before and is now being recreated (rebranding)? For the first time


Are there basic colors or a preferred color scheme?

Regarding the colors of the logo, I cannot say anything. But I know what color scheme I will use for the corporate style and store design. Probably, we can start from that. The corporate design of the stores will be in the following colors:

Black or its shades (dark gray, dark brown)

Shade of green

Shade of red closer to burgundy, or even darker

White

Examples of color schemes that I liked:

https://www.youtube.com/watch?v=gfPEd53uckg - "Meat Kitchen"

https://www.facebook.com/rodunnakovbaska - "Rodinni Kovbaski" check out the photos of the stores inside


What brand do you consider successful in this category of goods or services, and why?

There is no brand that I particularly like. Nasha Ryaba has a nice corporate style, and the exterior design of the stores is beautiful. The logo in the form of a stylized comb seems fine. 


In what format do you want to receive the source material?

*.ai or *.cdr + *.jpg *.pdf, png, as well as the fonts used. 
Updates
Update #1

Crossed knives, mills, images of farmers, pieces of meat, animals - all banal. It resembles not a logo, but a picture, an icon. I lean more towards something simple and concise. More of a symbol than an image. But it must have meaning.


A logo for a meat shop in the form of a knife or a piece of meat is about the same as making a syringe or a pill for a pharmaceutical company. Look at the logos of global pharmaceutical companies like sanofi, novartis, gilead, teva... I am sure there is logic in each of their symbols. A logo is not an illustration of what they produce or what they do. It is a symbol of the benefits they bring to people: health, well-being, love. I haven't delved into it in detail, but that's how it seems to me.


Take the logo of bla bla car. There is no car, no road. There are quotation marks as a symbol of communication between people during a shared trip. 


There are logos in the form of illustrations of what the company does. For example, trello, slack, youtube. But they are made concisely and simply. And at first glance, you wouldn't even say what they mean. Take our own Ryaba. They have a logo, the main element of which is a chicken's comb. If you don't know what the company does or don't delve into it in detail - most people wouldn't say that this is a symbol of a comb.


The logo of Amazon - the arrow at the bottom connects the letters "a" and "z", as a symbol that you can buy everything from A to Z there.


Don't offer logos directly. If I wanted a logo in the form of an image of a chicken or an axe - I wouldn't have opened a contest, but would have done it cheaply with any amateur. I need your original ideas.

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6 June 2020, 14:45
Update #2

image


6 June 2020, 14:46
Update #3

https://habr.com/ru/post/344448/ - quality marks in different countries. Simple memorable symbols with their own logic. I liked the signs of the USSR, Der Grune Punkt, Woolmark, British kitemark.


A simple, meaningful sign with its own logic is needed. Easy to remember. Read the brief, learn about the competitive advantages of the company. For example, high quality meat, or a wide assortment, or fresh meat sold directly = freshness, etc. Start from this. Or from what need we satisfy by doing our job - improving people's quality of life, making their everyday tasks easier. You can't buy perfect fresh, high-quality, and beautifully cut meat just anywhere. We are not the kind of business that doesn't make a difference, and if we close down, no one will notice. People simply won't have a place to buy such a variety of fresh meat, they won't find the same minced meat as ours, because we have our own special recipe, sausages like ours, and much more. We are unique.


So far, I only see banal logos without any hints of something special or unique. The same pieces of meat, forks, knives.


It is not necessary to send everything in a clearly drawn design. The idea is important, we will refine the design. You can publish pencil sketches with an explanation of the concept and logic. Then I will respond whether to develop it further or not.

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7 June 2020, 2:09
Update #4

The logo in the form of stylized letters in the name will not do. image


There should be a separate symbol, like the green meadows here. Making this symbol based on the letter "C" is more likely a no than a yes.image


Regarding ideas. I really like the concept in the NBC News logo image

Here, a peacock figure is depicted, and the colorful drops represent its lush tail. Each drop signifies one of the company's areas of activity.


We have 5 principles in our work, which are:

• We sell only fresh farm meat of the highest quality = RAW MATERIAL QUALITY

• We support the widest possible assortment = LARGE ASSORTMENT

• We process at the point of sale. Selling straight from the knife. = MAXIMUM FRESHNESS

• High aesthetics and perfectionism in the processing and display of the showcase. - PERFECTIONISM IN WORK

• Polite service - we only take positive and optimistic people into the team - HIGH SERVICE STANDARD


If someone can create a stylish logo in which 5 parts for each principle are visually represented, that would be great. However, it should not be some geometric figure that carries no visual associations. To explain it more simply, you can take the same green meadows and make not 3 stripes, but 5. But I hope to see something other than green meadows made of 5 parts))


I came up with the following: a schematic refrigerator with an open door, in which there are 4 shelves (4 shelves + bottom = 5 compartments for goods).


Here is a list of items we deal with every day:

Refrigerated display case and cabinet

Cutting boards

Cutting table

Knives, cleavers, meat grinder

Scales (but be careful with this item, it is a symbol of justice)

block

gastronomy containers for display

boxes in which goods are deliveredimage


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8 June 2020, 18:52
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