~ The Taste Kitchen & Co. ~
Creating a brand perception that our food are prepared by a team of passionate chefs who get together with the ambition to create the greatest food that everyone deserves. Original, sincere, fresh, wholesome, expertly prepared and served with extra zest is what the "The Taste Kitchen & Co." has to offer. Visuals displays of Kitchen like feel & fresh ingredients depicts the wholesomeness of our food with minimal processing - that our food did not come from factory and machines. With the above being established, as marketier, we aim to create a sense of confidence among the consumer that all "The Taste Kitchen & Co.’s" product are undoubtedly equivalent to delicious food. Secondly, trusting us as a brand who creates wholesome snacks.
~ Make A Wish ~
Our thought journey : Mushroom Popcorn > Look Like A Star (Planet) > Comet > Wishing Upon A Star > Hopeful, Wishing, Dreams Come True > “Make A Wish”. We want to create a brand that listen to people, “Make A Wish” enables a great deal of interaction with consumer that breakthrough from the brands who just “tell” but do not listen / interact. From the brand name to the body copy on the packaging, it conveys to consumer that we heard you, and therefore, we are creating something that answer your wishes. Example – "Make A Wish" for a delicious guilt-free savoury cheese popcorn. “Make A Wish” would enable a far stretch of campaign ideas including charity events, interaction with consumers on social media for future product inspirations, contest that gives out prizes that consumers really wish to own, etc. The brand encourages people to dream, to pursue their dreams, to wish, to be hopeful, and to look forward.
~ AMaize-ing ~
The brand direction aims to achieve young, coolness, in trend, current, designer like & being different. “AMaize-ing” means eating popcorn now as Maize = Corn, similar to how youngster says “movie-ing”. It also connotes “Amazing” which we wanted the positive association. The overall brand image focuses on lifestyle that our target audience is currently living and the kind of design that would catch their attention so they can relate and favour over “AMaize-ing”. Ultimately, to create brand affinity within our target audience, that the brand is them.