Brand Development

The Challenge

The Vision

Connect rural food production and urban food consumption to create more sustainable, happy and healthy communities while helping decrease the amount of unnecessary food waste.

To do so, aim to provide affordable healthy fruit and veg that could be accessible to people everyday – so to say, change people’s thinking that healthy food is expensive and not available to all.

As an organization FlavourFull aims to reduce theamount of fruit and veg waste by buying perfectlyedible pieces that don’t comply with theunnecessarily strict cosmetic standards of Britishsupermarkets. Sourced from local farmers - itsgoal is to create and distribute products thatwould be an affordable source of your ‘5 a day’diet while avoiding perfectly good food going tolandfill.

Core Message

A brand that is about people, we are not a faceless industry and we are devoted to making peoples’ lives better.

• The main objective of the brand is to bring back emphasis on flavour and celebrate the diversity of colour and shape, which is affordable and healthy.• To capture this essence through our visual communication we need to redefine the stereotypical symbols for fruit and veg that are so ingrained in our minds.

1. Current “Class-grading system” based on appearance is what causes so much waste in the food industry. We wouldn’t need such a system, as we would only source and use food that is fresh and as flavourful, if not even more, than the cosmetically perfect produce.

2. Instead of using photographic images of perfect looking food, our imagery and graphics explore its qualities such as texture, diversity of colours and shapes.

3. “I’m not perfect, I’m original!” The brand draws a parallel between perfection in society with perfection of food. By embracing imperfection and diversity in food we open up to appreciate our own differences and embrace uniqueness.

How it works

1. Sign up online (customer/business platforms)

4. Enjoy your Flavours! :)

3. Choose delivery date/dates in case of regular orders

2. Pick your FlavourPots

FlavourFull way

Buying food from supermarkets allows for the prices to be 40% – 70% higher than what was paid to the farmer. We can build demand outside the supermarket and let the marketing campaign have an avenue for consumption. The cost of produce would be lowered by utilizing the imperfect produce that would have been otherwise send to waste.

Furthermore, our packing, marketing, and distribution would create new job opportunities. The organization would specialise in supplying local businesses, schools, colleges, offices, residential homes, pubs and restaurants with the emphasis on seasonal and local.

Working together we create an alternative distribution system for perfectly tasty food.

Tone of voice: “I’m your friend” - aims to foster trust and shared goals“We are in this together”

Wordcloud:• Informal, Warm, Personal • Join us, You, Mutual, Hello, Hiya, Welcome, Pal, Together, Team, Buddy, Every one, Helpful, Listen, Build,

Our campaigns use positive messages about food associated with the core values of our brand.

We promise that our pots will always be full of flavour and packed with the healthiest fruit and veg from our local farmers while doing good things to save our good food.

Hello Sunshine!

Enjoy our little fruit & veg pot packed with the most delicious flavours from our local farmers. Keep yourself healthy and fit every day while helping us save our good food :)

Enjoy your Flavours!

Promotion

Our shared goal of an informed and conscious consumer is accomplished via online and offline campaigns and collaboration with people, media and campaigners.

• LoudSpace 'crowdfunded media buying for ideas that matter'. The campaign could be partially funded by sponsorship, partly through LoudSauce.

• Offline: Word of mouth, Voucher ‘Try and Taste’, FlavourDays (Tasting experience)

• Online: Facebook, Instagram, Twitter, Website, Smartphone AppTongue –in-cheek campaign showcasing little stories, illustration, mini videos. Call for competition amongst design students during the Green week.

Website, Smartphone App: When the customer downloads the application to their smart phone they would create an account which is linked to a supporting website. The unique username will allow the customer to track their purchases and therefore make informed decisions each time they buy our products.The purchase power is in their hands.

“FlavourDays” event around food; brings people together and allows them to try and explore flavours of food though all their senses. Food is critical to social interactions and it’s a great conversation starter! (Possibility of partnering with Tristram’s team)

We want to create excitement about our service and also show our progress in promoting a good cause. Therefore we would record and post updates on the progress via social network sites and our website.

Let’s make it happen

We would need few pair of hands:• Collaborate with campaigners such as Tristram Stuart to build on the media buzz that “Feeding the 5000” has created• Collaborate with local businesses and media to inform people about this service• Propose a plan to the government for a scheme to subsidise our food to low-income families• And last but not least, to coordinate teams of transport and redistribution, local farmers, fruit and veg buyers and a few pairs of hands to package the food.

Benefits

• Affordable healthy food for everyone• Helps reducing food waste while reducing food miles too• Good for you and your family’s healthy diet• Locally sourced• Always seasonal• Supports local farmers• Variety of 5 a day mix• Helps cutting down healthcare costs on obesity-related illnesses

A la carte

“FlavourMenu” - A flavour chart would be created based on the flavour, colour & variations in shapes of each fruit and veg. This allows buying flavourful products from each of the rainbow colors while keeping up with the ‘5 a day’ diet plan.

Asparagus, Spinach, Salads, Grapes,Apples, Pears, Celery, Peas, Beans,Cabbage, Peppers, Cucumber, Broccoli,

Strawberries, Raspberries, Tomatoes, Red Currants, Rhubarb, Apples (red), Cranberries, Grapes (red), Cherries, Radishes, Peppers (red),

Apricots, Cantaloupe Melon, Peaches, Nectarine, Sweet Potatoes, Peppers (orange), Carrots, Sharon fruit, Squash, Pumpkins

Red onions, Plums, Prunes, Red Cabbage, Beetroot, Blackberries, Black Currants, Aubergine, Blackberries, Blueberries, Raisins

Apricots, Sweetcorn, Peppers (yellow),Yellow Tomatoes, Onions, Garlic,

Some of the seasonal and local food from our

FlavourMenu:

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Did you know?

Fancy making an apple cinnamon ice cream?

It’s healthy and it supports the metabolism - so it keeps you fit too! Let’s shake it up, here is the little secret...

Hello sunshine!We are glad you are enjoying our FlavourFull range of products. You are also helping a good cause. With your help we have saved over 2 tonnes of local fruit and veg produce going to landfill and we continue to increase that number.

Everytime you buy FlavourFull you do some good not only to your healthy diet but also to our environment :)

The "seconds" are many times thrown out, composted, or repurposed. .....until they are turned into a product themselves.

That’s how the original tiny carrots came about.

Plus something little with every pot

1. Information on how much Fruit & Veg has been saved from going to landfill by supporting our products

2. FlavourMenu showcasing the rainbow selections of your ‘5 a day’

3. Suggestions for homemade-smoothies & ice creams or salads

4. Description on that month’s seasonal choice of fruit and veg

5. Little stories about our fruits and veg

Packaging for the ChunkPotOuter side

Hello Sunshine!

Enjoy our little fruit & veg pot packed with the most delicious flavours from our local farmers. Keep yourself healthy and fit every day :)

Enjoy your Flavours!

PepperStrawberryCarrot

SweetcornBlackberry

Our FlavourPots

Everything is seasonal, and the selection varies from salads, fruits and veggies and offers different sizes and variations. We would only use reusable and compostable packaging.

Our FlavourPots:1. PetitePot: A range of Pre-Prepared sliced Fruit & Veg BitePot (Prepared by ourselves for you)-This would appeal to businesses, offices, cafes and residential homes

2. ChunkPot: A selection of entire pieces of fruit and veg - Appealing to restaurants, cafes, B&B, residential homes

PULL THE TONGUE TO OPEN

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