Download pdf - Rachel Kerr, Creative Inc on their work for Skoff Pies at Outstanding By Design

The Skoff story, Biabeag Saturday 10th May 2014

PIES

A bit about what we do...

TM

& how they come to life...

TM

PIES

But back to...

A good name is the gateway to being identified, recognised and understood.

It started with a name.

A bad name can be the main reason why a brand is misinterpreted or overlooked, or it can be a source of negative associations.

An overarching nameA name with distinctionA name that suggests wholesome

Naming Criteria

Names that suggest family & heritageNames relating to food & tasteNames suggestive of Donal’s personality

Naming Framework

Skoff stood out as it’s a verb which describes what you want to do with good food.

The Name.

Changing the C to a K allows for the Skehan name to subtly connect with the brand.

The Name.

It’s also a name which isn’t limited to pies and can broaden into other product ranges and categories down the line.

The Name.

Some inspiration.

Donal’s larger than life character.

Early development work.

But really, Donal loves retro.

The new mark.

The brand in development.

Everyone loves a pint and pie but how about a pint in a pie? This traditional beef & stout pie is full of flavour and

topped with crisp puff pastry.

DONALBy

BEEF & STOUT Everyone loves a pint and pie but how

about a pint in a pie? This traditional beef & stout pie is full of flavour and


DONALSkehan

By

CHICKEN & HAMEveryone loves a pint and pie but how

about a pint in a pie? This traditional beef & stout pie is full of flavour and


DONALBy

STEAK & ONION 100%natural

100%natural

100%natural

BEEF STOUTCHICKEN HAM

S T EAK & ONIONBY

DONAL

BY

DONAL

BY

DONAL B EEF & STOUT C HICKEN & HAM

NOMNOMN�

BEEF STOUT

NOMNOMN�

CHICKEN HAM

NOMNOMN�

TENDER

CHICKEN & HAMA tasteful marriage between

a bird and a pig

This traditional chicken & ham pie is full of flavour and topped with crisp puff pastry.

PIESHEARTY

BEEF & STOUT PIES

IRISH

STEAK & ONIONEnter the steak & ONION PIE THIS

IS COMFORT FOOD AT ITS BEST

This traditional steak & onion pie is full of flavour and topped with crisp puff pastry.

PIES

Everyone loves a pint & pie buthoW about a piNT IN A PIE

This traditional beef & stout pie is full of flavour and topped with crisp puff pastry.

All of which brought us to these.

& some other great things too.

Thank you.www.creativeinc.ie