Feast provides consumers a line of Middle East food made with all natural, with no added preservatives or chemicals ingredients and humanely raised meat. The product line currently includes 4 sku’s: Jewel Rice (vegan), Saffron Rice (vegetarian), Pomegranate Chicken Stew, and Lamb & Eggplant Stew.
Problem / Opportunity
The only profile Feast has is what it gets on-shelf in-store, from demos and price promos.
The company needs a website that:
- Communicate to the consumers what they’re standing in front of Feast on the shelf in the store, wondering if they want to buy it.
- Lets people know when and where demos will be.
- Gives a link for the media to point to when covering Feast.
The business goals
The business goals of Feast are to increase awareness trough a strengthened branding identity that lines up with the middle east food.
The new design is willing to foster buzz through the target audience including the food adventurers, hips and upscale.
This goal is to increase sales by triggering a craving for Persian foods, making the brand identity familiar for hipsters, and reinsuring health conscious eaters by trusty information.
Feast’s prospects/consumers
Feast consumers are food adventurists, generally younger, hip, willing to eat local and healthy food and upscale.
Design Inception
Why?
Because the target persona is adventurous with food, doesn’t have the time to make complex ethnic dishes that take hours. From the client survey the following answer highlight this idea:
“I want to experience a different culture in the comfort of my own home”
Mood
The different adjectives that come to mind are generous, sunny, welcoming, friendly, exciting and exotic.
Movement is inspired by Persian dancers…flowing, aerial and curved. A visual hierarchy is willing to create excitement by using pictures and Call To Actions to break up the text.
Shape: Round and sharp shapes intermixed to create movement and spice things up. However, overall the shapes should work harmoniously.
Colours are vibrant, warm, Mediterranean, fresh, appetizing colours.
The moodboard
The moodboard is purposely balanced by comfort and excitement. Colours radiate heat, looks and feels warm and inviting but spicy. Intricate patterns are exciting. These are compensated for images of comfort: inviting food familiar campfire comfy home.
The Brand Identity
The brand identity is built around a colour palette inspired by dried saffron spice. Spiced yellow, Orange Sand and the Red pomegranate.
The slogan we’ve chosen is “Feast, Taste the Middle East”. This is quick and catchy, and more modern.
Catamaran font fits well with the core value of the brand because this font is friendly, casual but not childish. This one has lots of different weights and a good point… It’s free.
The logo process
Two versions of the logo have come up with. The first is inspired by the Persian firebird Huma. With a font named Senator which is formal.
The second version chosen, is a hand written letters of Feast in which three elements are added. For instance, the 3 dots are related to the farsi language, the saffron flower and the sunset in background.
High fidelity prototype
