The document provides an overview of branding and logo design for a proposed fresh food market called "Foodness". It includes sections on the brand profile with the concept, value proposition and pillars. It also analyzes different logo types and provides mood board analysis. Several logo design concepts are presented including ones using letters, name and symbol, emblems, and vintage traditional styles. Customers' feelings generated by the brand and colors psychology are discussed. The document aims to compare suggested logo designs and gather feedback.

1. by
Foodness
Logo design
Smart Up Business - FOODNESS 1
Dubai, UAE

2. 01 02 03 04 05Foodness
Brand profile
Logos Psychologyofcolors Suggested
designs
Logos design
comparison
• Concept summary
• Value proposition
• Concept pillars
• Feelings generated
in buying customers
• Brand Articulation
• Brand position
• Different types of
logos
• Impressions generated
by different colors
• International
Competitors logos
• Local competitors
logos
• Feelings generated by
different colors
• Mood board analysis
• Suggested Color palettes
• Letter & symbol
• Name & symbol
• Emblem
• Vintage traditional
• All logos show
• Compare
suggested logo
designs
• Feedback
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ContentsWhat to expect in this presentation?

3. Foodness
Brand Profile
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4. Concept
summary
Fresh food hall offering superior quality food, raw
or cooked by professionals for eat in or take away
everyday in a cozy environment
Seating
area
Butchery
Fishery
Bakery &
Pastry
Side items
& Salads
(Hot
section)
Coffee Bar
Grocery
(Deli &
Cheese)

5. Value Proposition
Following the changes occurred in the
Egyptian market, many retailers &
restaurants followed the path of
compromising the quality to offer cheap
prices.
This has left a considerable layer of
customers who are ready to pay for quality
when it comes to food, unserved.
We are looking forward to create a feeling or
pride, self respect & satisfaction for our
customers
Products:
• Premium fresh products
• Unique variety under one roof
• New tastes & innovative products
Customer experience:
• Highly trained staff to offer superior
personalized service
• Excellent customer care management
• Industrial, traditional warm interior
design
• Customer convenient display
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6. Butchery
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7. Fishery
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8. Bakery & Pastry
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9. Coffee Bar
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10. Grocery (Deli)
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11. Salads & side items (Hot
Section)
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12. Concept
pillars
Smart Up Business -Project GAIA
Customer entrance & welcome
Customer touch points
Availability of superior products
ease of buy
Rich experience & surroundings
Unique CRM

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Customers feelings
1.Sophisticated &
rich
Confident &
trusting
Indulgent & self
rewarding
Proud & happy to
be around
Enjoy superior
products
Products acquired
for pleasure
rather than for
need
Discover new
experiences
Want to be seen
there or share
experience
How your customers will feel after a purchasing is made
Feelings we generate in
customers during
interaction with
company’s employees.
when they use our
products or services.

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Clear
Rich
Simple
Strong
Confident
Unique
Brand articulation
“Look & feel”
Cheap
Mass
production
Savings
Challenging
competition
We ARE We ARE NOT
We are:
iPhone in mobiles
IBM in computers
Chanel in fashion

15. Brand position
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Destination not a
channel
Upscale niche customers
Elegant & superior
experience
Unique products

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Types of logos
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Types of logos
BrandMark AbstractMark MascotsMark WordMark LetterMark EmblemMarks CombinationMark
Definition Graphic symbol or icon Graphic symbol specially
tailored
Image of a character
that is a visual
representation for the
brand
Text of the company
name
The initials of the
company name
Classic, traditional &
royal shape
Combination text with
image
Advantages Clean cut
Easy to remember
Simple
Expressive
Flexible
Warm & friendly,
appeal to kids
Easy to recognize &
remember. Used when
company name is
expressive
Clean cut & clear Memorable, highly
appreciated reflect
professionalism &
traditions
Attractive, clear, strong,
memorable as it ties the
name with an image
Disadvantages Easy to imitate or make
confusing versions
Need high branding
budgets & time to
communicate
Do not express what
the brand is standing
for
Need high branding
budgets & time to
communicate
Advisable that it
contains the name of
the company
Technical Easy to resize Easy to resize More difficult to resize Not easy to resize &
keep readable
Easy to resize Not easy to resize Not easy to resize, can
be limited in the future
to image only
Examples

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Logos using the name

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Logos using the name & Symbol

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Logos using letters

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Local Competitors

22. Psychology of
Colors
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23. Feelings
generated by
different
colors
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24. Feelings
generated by
different
colors
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Mood board
Colors Dark with a light break through preferably
fresh green or Tiffany green
Materials Natural (wood, stones & plants)
Display Massive & open as much as possible
Lightning Indirect except for valuable products
Interior Classic with historic & royal touch
Signage Classic with industrial touch

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28. Logos design
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Letter + symbol

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Name + Symbol

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Name + Symbol

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Emblem

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Vintage traditional

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All logos

35. Feedback
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