Author: staradwright

Presentation from Rebel Ventures

• Served in schools at breakfast – 30,000 served on one Monday
• Create posters for cafeterias and hallways. Possibly in classrooms too.
• Encouraging people to try/like unfamiliar food is a challenge
• “Rebel Champs” in schools is one way they have considered doing this
• Logo needs to match packaging
• Mark should go on shirts, hats, and more
• Middle vs high school cafeterias: may need differentiated advertising
• Recipes are sent to factory partner to create prototypes for testing, then mass produce
• Michael’s Bakery and their own kitchen are where these are made
• Front of package is staying the same – must fit it to that
• Youthful: youth power is the core value, maintain that vibe that’s coming through
• Rebellious
• Original and authentic, not prepackaged, organic
• Philly related – What is Philly? Rough around the edges, lots of spirit
• Package may eventually be redesigned to match – but not soon, and the youth will decide, not him
• Will it go on letterhead? Maybe, but definitely going on kids’ clothing
• Rebel Ventures will be the words on the logo, not Rebel Crumbles
• Posters should be geared toward advertising the product, not the whole company
• Layer levels of engagement – kids should like it, but also learn from it, also be inspired to do something. BUT make sure it isn’t corny.
• Breakfast and lunch are free to all students. They have a choice between school food and rebel crumbles
• Most students aren’t aware that these are made in Philly and don’t see them as especially cool
• Middle and high school students don’t like to be advertised to – don’t like to be manipulated – show that this is a rebellious act designed to help students, not help some company
• Filled with apples and whole grains
• Long lasting energy

Our Discussion Afterwards

• Play up the “made in Philly” aspect?
• Teach about where the food is coming from?
• “Made by a student like you”
• But then, all the posters are trying to teach you something. Needs to also stay pleasing to the eye as students live with it.
• Bike culture is big here – can we make that link to health?
• Survey/research into trends?
• But then, “trendy” isn’t long term and we could be wrong or accidentally uncool or disrespectful
• Focus on the aesthetic and the values of the company
• No typefaces

I will be late to class Tuesday, so David suggested that I get feedback on these in advance. Flo Bio has not changed, but I changed Vetigenics to make the animals more recognizable. I asked my friend to identify the animals in their previous state, and he could not identify the horse, so I added the front of the mane as you can see here, and changed the shape:

And here is Flo Bio:

I was wondering about the process needed to check whether a logo has already been used or not, and whether a design is sufficiently different from existing logos. This website offers a succinct explanation of the process, which is much simpler than I expected. It might not be relevant in this class, but it could be useful in the future.