TRIGAL DORADO BRAND REFRESH Initial Logo Concepts & …...* RESEARCH FROM FEEDBACK PANEL #1:...

TRIGAL DORADO BRAND REFRESH

Initial Logo Concepts & Research

JULY 21, 2016


Background & Research

Trigal Dorado Branding

To refresh the Trigal Dorado brand logo + tagline, brand standards, brand compass, and brand expression to better support current initiatives and the expansion into new channels and new cross-category initiatives.

Primary: Bakers who want to offer authentic Hispanic products but also desire the ease, simplicity, and efficiency of the product line. Secondary: Mainstream bakeries and retailers who are interested in serving the needs of their growing Hispanic consumer base.Industrial partners and distributors who need products to serve the growing demand for Hispanic products from their customers.

Creative Brief

PROJECT

PURPOSE

AUDIENCE

Trigal Dorado was created in 1999 when the Hispanic population saw signs of sustainable business opportunity. Trigal Dorado gave Bakemark the opportunity to specifically target the Hispanic consumer for the first time. In 1999, Trigal Dorado launched their first traditional Concha mix and have been known for their authentic and versatile Hispanic offerings ever since.

Competitors include Dawn, Puratos, Rich’s, and Pillsbury. Each offers a narrow line of traditional Hispanic offerings, leaving Trigal Dorado to be the leading Hispanic bakery brand in the industry.

Dawn- Mi Panaderia• “El Sabor con Tradicion”• “Focused on bringing you the

flavors and traditions of the world”

Puratos• Concha Mix - “The original recipe, the

authentic taste, shape and texture of the Concha, developed with specialist bakers in Mexico”

Creative Brief

BACKGROUND

COMEPTITON

LABOR SAVINGCustomers also care about the labor saving aspect of the product. Because labor is increasingly expensive, customers care about the easy-to-use aspect of TG mixes.*

EASY TO USE / CONVENIENT One interesting note was that customers rarely follow the directions because customers are used to the metric system (versus imperial system in America). To make the baking process easier on the consumer, the units on the packaging should be converted to metrics, which is another cultural consideration.*

RESEARCH: KEY TAKEAWAY

Customer is looking for...

* RESEARCH FROM FEEDBACK PANEL #2: Composed of 2 CSM employees, Sales Associates / Managers for Trigal Dorado.

TRADITIONALAlthough the hispanic population is expanding and becoming younger, hence more open to cross-cultural foods/ingredients, the majority (75%) of Trigal Dorado customers are traditional. There are some products under the TG brand cross-over to other markets (I.e. Cuban) but for the most part, TG customers are traditional and take pride in honoring those traditions.*

HANDS ON BAKERS The customers of TG are hands on bakers. They are decision makers who use the product and are knowledgable about the product. And they take pride in their abilities.*


Customer ProfileTAKEAWAYS

heritage

tradition

authenticity

handmade

pride

signature flavor

* RESEARCH FROM FEEDBACK PANEL #2: Composed of 2 CSM employees, Sales Associates / Managers for Trigal Dorado.

“The connection to their heritage is still rooted in Spanish...so to connect with this group and make them feel as if they are familiar with their heritage, it is important to talk to them in Spanish.” *SPANISH SPEAKING

Most customers speak mainly Spanish, with English as their second language.**

METRICS

Most customers are most familiar with the metric system (versus imperial system). For the units on most packaging, they have to convert from imperial to metrics, which is another cultural consideration.**


Spanish Language

* RESEARCH FROM FEEDBACK PANEL #1: Composed of 2 Mexican nationals and 1 Mexican-American (2 females, 1 male) from different economic and social- strata backgrounds; 2 are immigrants, 1 is first generation. **SOURCE: http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2013/08/Hanging_on_to_heritage.aspx?ID=%7B6DE0FF37-8765-4279-ADEF-D198A6440205%7D&cck=1

“...there is little to no baking done in Mexican homes; instead, Mexicans have bought their baked goods from bakeries (and street vendors) since the colonial period.”** APPRENTICESHIPBaking bread is considered a trade, learned through apprenticeship.*

REGULARLY VISIT BAKERWhen it comes to baking, it is important to understand that Hispanics almost never use the oven.” US Hispanics use ovens only 7% of the time when preparing meals at home, which compares to 15% for non-Hispanics.**


Heritage + Tradition


“Customers want authenticity of flavor, or the same flavor you find in Mexico. A taste of home. Genuine product. Reminds customers of home.”**CONSISTENT WITH AUTHENTIC FLAVORCustomers want authentic flavor, or the same flavor you find in Mexico. *

BRAND LOYALTYHispanics are among the most brand loyal consumers, according to Mark Singleton, vice-president of sales and marketing at Rudolph Foods, Lima, OH. “The Hispanic consumer tends to look for nostalgic brands,” he said. “Once they start buying a brand, especially if it’s a trusted brand that reminds them of home, they will continue to buy it.” **


Authenticity


“‘Handmade’ gives the feeling of ‘care’, ‘passion’, ‘uniqueness’; not mass- produced.”CRAFTSMANSHIP VS. HANDMADEWhen the panel was asked about their feeling and perception of the word “Craftsmanship”, and they all have mentioned that although they understand the concept in English that involves “uniqueness”, “skill” ,”pure”, “clean” “personal” and “care”, in Spanish is not quite the same. It actually denotes that it is very rudimentary. They prefer the term “handmade”.*


Handmade

* RESEARCH FROM FEEDBACK PANEL #1: Composed of 2 Mexican nationals and 1 Mexican-American (2 females, 1 male) from different economic and social- strata backgrounds; 2 are immigrants, 1 is first generation.

“Hispanics refer to as sazon or their signature way of making a particular dish. The convenience aspects that seem to resonate with Hispanics are things like...an ingredient, but it’s not the finished product. They want to be the ones who assemble it and finish it with their own signature spices.”CUSTOMIZATIONA common mistake food manufacturers make when marketing products to Hispanic consumers is assuming it’s beneficial to have a finished product such as a complete burrito with all the fixings and fillings. “We have found that doesn’t resonate very well with Hispanics,” Mr. Seifer said. “You are taking away what Hispanics refer to as sazon or their signature way of making a particular dish. *


“Sazon”

**SOURCE: http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2013/08/Hanging_on_to_heritage.aspx?ID=%7B6DE0FF37-8765-4279-ADEF-D198A6440205%7D&cck=1


Design Exploration

DESIGN EXPLORATION

Typography ExplorationTRENDS

bold

geometric

flourishes

hand lettered

organic

POSTERS – 3

POSTERS – 3

DESIGN EXPLORATION

Color ExplorationTRENDS

bright

high saturation

natural tones

golden

terra cotta

earth green

DESIGN EXPLORATION

Design MoodboardTRENDS

abstract

colorful

intricate

high detail

handmade

POSTERS – 3

MISC – 7POSTERS – 3

MISC – 8

LOGOS – 2

POSTERS – 4

POSTERS – 5

DESIGN EXPLORATION

Photography MoodboardTRENDS

natural

pride

authentic

bright

dynamic

happiness


Logo Concepts

CREATIVE CONCEPTS

Current Logo + Tagline

“Authentic, Delicious, and Made with Pride”


Concept 1

TRIGAL DORADO LOGO DESIGN CONCEPT 1 — ORIGINAL VARIATION 01

TRIGAL DORADO LOGO DESIGN CONCEPT 1 VARIATION 02


Concept 2


Concept 3


Thank you.

TRIGAL DORADO BRAND REFRESH Initial Logo Concepts & …...* RESEARCH FROM FEEDBACK PANEL #1:...

Documents

Transcript of TRIGAL DORADO BRAND REFRESH Initial Logo Concepts & …...* RESEARCH FROM FEEDBACK PANEL #1:...