Development of logo, corporate identity, guide manual

Brand Name: Food Fac, which means Food Fac.  “Food Fac” – translated from English as the faculty of nutrition, the faculty of food. 

Company Activity: Production and delivery of ready-made meals (first courses, second courses, salads, desserts, pastries).

Product / Service Category Description: 

Many dishes that are prepared in restaurants can also be made at home. We offer our clients fast delivery of ready-made meals based on popular recipes from around the world and restaurant recipes, with the possibility of finishing them at home in their kitchen with loved ones. We also plan to run a blog about how and where our dishes are prepared. 

Distribution Channels and Sales Geography: Sales Geography - the city of Moscow, 

distribution channels - B2B and B2C. 

• B2B - through delivery to companies and business centers.
• B2C - via a mobile application and website.

Target Audience Profile:

Men and women aged 25-45, working in companies with an average income level. The implementation of corporate culture, as well as the growth of competition among employers, contributes to the creation of attractive working conditions and the increasing importance of social security for employees. More and more often, legal entities become clients of lunch delivery services. Usually, food is ordered for offices, meetings, sessions, training, that is, in cases where there is no time to go to a restaurant. More often, these are small organizations with no more than 60 employees. Such offices do not have their own cafeterias and therefore have a strong need for the delivery of ready-made lunches.

Men and women aged 25-35, freelancers (designers, layout designers, programmers, copywriters, SMM). They spend most of their time at computers and other gadgets. They usually order or buy ready-made food. They do not consider it necessary to spend time cooking. Some of them may not even know how to cook, as they live in their gadgets.

Small companies working in office centers that order food for meetings, presentations. Small offices, advertising and event agencies, beauty salons, where there is a friendly and young team, girls and boys aged 25 to 35. The working atmosphere in such a company is light and relaxed; everyone works in a relaxed manner but effectively. Management communicates with subordinates quite loyally, in a friendly manner, but does not lose authority, cares for its subordinates, which is why they order food for the offices (such companies can work on barter in the early stages – for advertising on social networks, for example).

Existing or Proposed Positioning:

The essence is that we will produce and deliver either ready-made dishes or semi-finished products of a high degree of readiness with the possibility of finishing them at home.

The assortment will be based on popular dishes from around the world, as well as top positions in popular restaurants in Moscow.

Closest Competitors:

• Elementary
• Local kitchen
• Фабрика кухня
• MF Kitchen
• Simple Kitchen
• Grow Food
• Food Factory
• goodfoodacademyru
• Gotovo.Kitchen

Main Competitive Advantages of the Company:

- Interesting recipes (from different countries, from popular restaurants in Moscow)

- «Open kitchen» (you can see how to cook or finish dishes on the spot). We aim for consumer trust and long-term relationships with clients.

- Delicious food without chemical additives 

- Time-saving

Elements that should be included in the logo:

Please provide several types of logo writing. It can be either just the brand writing or a combination of brand writing and a graphic element.

Possible use of elements related to food, kitchen, cooking, restaurant. Anything that can relate to culinary or restaurant themes.

Options not related to the project theme are also possible, but they must be creative and recognizable.

What word or phrase will be used in the logo?

“Food Fac”

Possible use of the abbreviation FF

Should the logo be bilingual or trilingual?

Better to be monolingual in English, but if there are interesting proposals for a bilingual option, we are ready to consider (English and Russian).

If the company has a slogan or status line that needs to be added to the logo?

There is no slogan. Status line - delivery of ready-made meals.

At the designer's discretion. 

What should be depicted in the logo?

The name itself, possibly using elements related to food, kitchen, cooking, restaurant. Anything that can relate to culinary or restaurant themes.

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

The logo is being created for the first time

Are there basic colors or a preferred color scheme?

There are no basic colors. The use of bright colors is possible (possibly red, white, blue) - no specific colors. The main thing is recognizability.

What should the logo be like? 

• Minimalism – without using clutter, simplicity.
• Simple and concise – brevity and clarity
• Understandable – looking at the logo, associations with food and delivery
• Modern style – modernity, fashion, style, without using Soviet themes 

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

• Elementary – brightness, originality
• Local kitchen – brightness, unobtrusiveness
• MF Kitchen – composition, combination of name and elements

Links to competitors:

https://localkitchen.ru/

https://elementaree.ru/ 

https://mfkitchen.ru/ 

Are there any undesirable elements for use in the logo?

Elements unrelated to the brand

What image of the company should be conveyed through the corporate identity? 

• Strength, stability of the company
• Dynamics, moving forward, drive
• Stability of the company – despite the difficulties occurring in the world, our company continues to serve its clients and consumers. This speaks to our stability.
• Trust – safety in production. The ability for our clients to see how we prepare dishes (where, in what conditions, and from what raw materials).
• Modernity – our company strives to keep up with the times in design and so on.
• Creativity - acceptance of bold and daring decisions

What media should the corporate identity be developed for? 

Documentation, products, packaging, brochures, signage, flyers, outdoor advertising, corporate clothing, souvenirs, advertising, vehicle branding.

Provide any additional information you consider important.

Characteristics:

• Tasty – prepared according to the most popular recipes
• Trendy – currently very popular to order food delivery from restaurants to home, sharing this on social networks
• Relevance – saving time on cooking. You can enjoy delicious food at home without visiting restaurants and cafes during difficult times (during the pandemic).
• Good service – a well-established system, from ordering the product to courier delivery