We are start-up company inspired by the principle of fair trade. We're working with a group of farmers in Malaysia. These farmers are based in the Cameron Highlands of Malaysia, come from a disadvantaged ethnic group and are currently being short-changed by the middle-man.
We are helping the farmers end-to-end. We are paying for someone to help increase their productivity, package their vegetables as well as market and sell in overseas supermarkets. We also offer them fixed prices so they have greater certainty over their income and can invest on their farms.
We will mainly be selling leafy Chinese greens (e.g. pak choy and chye sim) as well as tomatoes and french beans in a neighbouring country where they will get a higher price relative to Malaysia.
We are a very young company with full-time staff of one and a number of advisors all providing services pro-bono. Social enterprise probably captures the spirit of what we are trying to do.
Fair trade is something of an untapped market in Asia and general awareness of the principles of fair trade is quite low. It is unlikely that Asian consumers will pay a premium for fair trade products. Even though we believe and apply the principles of fair trade, our marketing will focus on the quality and appearance of the vegetables.
We will be commissioning a total of four logos. This is the first one.
The audience will be customers in supermarkets. Target audience is women aged 30- 40 who are middle class and upper middle class and willing to spend a bit extra on quality vegetables. Nationalities are Singaporean, Malaysian, British, Australian and American. They are likely to be house wives or highly paid professionals.
The words "Highland Fresh" must appear. Note Highland refers to Cameron Highlands - a mountainous region with a lot of British colonial architecture in Tudor style.
We want to use up to 4 colours which will include black and white. The logo will be placed on the packaging (transparent film/plastic) and this should be considered when choosing the other 2 colours. The other 2 colours should be complementary and/or a contrast to the colour of the veggies (green generally and red for tomatoes).
If you want to use green as a colour, please do not use it as a dominant background as on clear packaging it will blend in with the colour of the veggies. May be better to use as a font colour or sparingly in the background as a light shade. This will ensure a contrast with the veggies.
We will be charging a slightly premium on the products to pass on to the farmers. We therefore want the logo to be distinctive - create a lasting impression on the buyer. We do not want clip art or stock images to be used. Clean lines and font would be appreciated. Cartoons will be considered.
It is not essential but an image of a mountain range (to link in to the Highlands) could be used in the logo.
With the exception of the above, creativity is encouraged in creating the product logo.