We are developing a line of superberry products called lycoberry (trademarked) which offer the functional ingredient lycopene (an anti-oxidant). Samples of our powder "lycoberry dry" and a puree "lycoberry wet".
We need small labels which should feature the word mark prominently. This is not the final package design but sample labels and there should be two versions which are identical except that the word "dry" is used for one and "wet" is used for the other. The words should be red to reddish/pink, modern, simple, show a TM symbol (small) and possibly have a small icon such as a berry, or bush.
The labels for the "dry" will be approximately 1" x 5" and approx 3" x 6" so they need to work visually at these small sizes. Again, the words should be large / prominent. We might want to include the slogan "FROM THE WILD TO YOU", probably in gray, below the word lycoberry, and small.
This is the positioning statement:
For functional beverage lovers seeking a snack at a specialty smoothie or juice bar that is healthy, quick, and convenient Lycoberry is the new add-in Made to Order shops can offer. With a sweet and tart taste Lycoberry delivers the anti-oxidant lycopene in a non-synthetic, whole-fruit form. This expands the range of exotic flavors and functional ingredients operators can provide customers looking for tailor made health foods. Lycoberry products are available as either a flow-able powder or pour-able puree and are easily incorporated into an existing production line and pricing structure.
Some more notes:
-the berry looks and tastes great, is a functional fruitraceutical, more and more science points to the importance of lycopene, the berry is a convenient and sweet way to get the compound, and people are familiar with and endorse "superberries"
-our target market is the early adopters who frequent juice bars, educate themselves about nutritional science, have disposable income and value food and health, and enjoy influencing their social networks by being the first "in the know" about a new product
-we think winning over and educating this subset of consumers will create brand legitimacy and help spread the word about lycopene (which is only somewhat known) through social networks
-we want the brand image to be about "health and wellness" but modern, clean, and hip - not the welcoming image of a country road and some whole grain granola but not too edgy like the "performance" products
-the brand should be modern (science, technology, high quality, flexible, responsive, customized) and warm (inviting, offering a way to achieve health with merely by having a sweet beverage or sauce)