Chosen brands and products

 Brand 1: Mighty Yum

Product: Plant based Turkey and cheese

I wanted to develop the lunchables style product but I was very conscious of the environmental aspects. Mighty Yum is a company with a similar product that Is plant based, which better fits within the UN goals of sustainability. My goal is going to be to focus on the education goal as well as the environmental. 

What does this brand represent?

Mighty Yum was created as a brand to help parents provide quick, easy and healthy meals for their children. These products are also designed to be enjoyable and fun for kids, they are something that children actually want to enjoy. Its made by parents and trusted by parents. 

Customer?

The target audience is both children and parents. Parents are the ones who make the purchase but children often encourage this choice by what they want to eat. Parents are interested in products that are healthy, safe and desirable for their children. The perfect solution is a product that satisfies both parents and their children, but parents are ultimately the ones who make that choice.

Currently the only sustainable element of the product is the fact it is plant based and therefore more environmentally sustainable, but I really want to touch on the education goal as well, and bring in that element of luxury as this is currently not particularly luxury.

Visual identity?

The current visual identity of this product is bright colours and illustrated animals and I want to maintain elements of this but give it a more luxury feel. For children luxury often doesn't mean plain and elegant like we see in products for adults but instead its more elaborate in design (and more expensive!). Children can create a strong sense of loyalty to brands that they enjoy. Getting children to ask for a product is the ultimate response we can hope for when designing packaging on children's products. Parents are more inclined to make these purchases when they feel the product is sustainable and healthy for their child.  Healthy living is also one of the UN sustainability goals.

Goals I will focus on:

-Turning this into a luxury brand

- Maintaining the healthy living goal of the brand

- Bringing in an educational element to meet sustainability goals

- Improving the sustainability of the packaging used. 

These illustrations currently scream low budget to me so I need to come up with designs that still appeal to children whilst having a more luxury feel. The one with the Giraffe is the one I will specifically be looking at this time. 

Brand 2: Wicked

Product: Nana's Mushroom Bolognese

I have chosen this product because once again its got a good starting point. The packaging is recyclable but its still got a lot of plastic which isn't great. The food is however really healthy and plant based so that meets some of the sustainability goals. The product is higher end but not necessarily luxury as such. My goal for this product is to improve the environmental impact of the packaging and to focus on the sustainability goal of ending hunger and poverty. 

What does this brand represent?

''Wicked is on a mission to unleash the mighty power of plants! Crave-able, flavour-first, sustainable foods that are better for you and the planet! Plant-based food for meat-eaters and vegans alike. Chef crafted, delicious, and full of flavours and textures for people who love to eat well and eat better. Our purpose is to save animals and support the planet and the people that live on it! Studies show that switching to just ONE plant-based meal a day has a significant impact on the well-being of our planet and your health. We’ve got you! Wicked Kitchen foods can be found in a store near you, where we provide easy meal solutions when you don’t have time to cook. And cooking amazing plant-based has never been easier with over 2000+ recipes and techniques we’ve created for you. Search our recipe section, where we have hundreds of easy recipes and cooking videos so you can learn how to DIY and take control by being your own chef at home! It is my personal mission to work with all of our partners and suppliers to set the gold standard in chef-driven plant-based foods for all others to benchmark. That is how we’re going to change the world!''- Their mission

To reiterate and sum up this mission, wicked wants to provide healthy meals that are environmentally sustainable, ethical and quick and easy to prepare so that even people with very limited time in the kitchen can make a good choice.

Customer?

The customer base for this product is largely adults ranging from young adult to middle aged. Younger children won't have a particular interest apart from maybe in the taste, and older customers are less likely to be looking to make changes to their habits. Young adults and environmentally aware people are currently the main audience, with vegans being especially interested in this range of plant based products. 

Visual identity?

At the moment wicked has a sleek black and yellow look. is fairly basic and not illustrative at the moment. It is effective for its current use but if I choose to transform this product Ill be looking at some big changes. I am quite on board with the black and yellow however as it looks quite modern and sophisticated. To bring this to the luxury level it just needs a little more to set it apart. As mentioned above its semi environmentally friendly but there is still a lot of plastic that I hope to reduce. 

Goals I will focus on:

- Maintain the healthy living mission

- Improve environmental impact of packaging

- Incorporate design choices that support the Goal of ending hunger and poverty