Redbelly will be the trade mark for a range of product that are derived from blood oranges (google moro blood oranges for a description.
The products will include fresh fruit sold in cartons, freshly squeezed orange juices, frozen juices and desserts such as frozen sorbets, granitas and iced slushy drinks.
we decided on redbelly initially as it differentiates us from providers of blood orange products that have focussed on the Sicilian origin of the product as redbelly is a name of a well known Australian snake. However we are not looking to use snakes or reptiles anywhere in the design. Rather redbelly is used to connote the red colour (that happens to be found on the underside of the snake) which is also the colour of the ground at the place we grow the fruit in the riverina of NSW Australia. It's dessert country.
We want to use the logo to inform and educate people who see it to confirm that the inside of the blood orange is a blood red colour.
Tell us a bit about who you are and the people you reach
The products will be marketed with a message that the anthocyanin (pigment) content that makes blood oranges red are one of the most potent antioxidants and further are one of the most effective functional foods to protect people from cancers and other diseases such as cardiovascular conditions (arteriosclerosis). however we do not want a stodgy almost medical feel to the logo as we are saying you can get all of these health benefits with a good taste to boot. We want to promote the good flavor as a way in which to promote the consumption over functional foods such as spirulina and wheatgrass shots that have health benefits but taste disgusting. As such we still want a fun logo and effectively poke fun at the other types of functional foods that taste bad. It's healthy and it's good for you!!!
One of our slogans is "red, the new green" and even used the words vitaminRed. RED the word and the colour is the principle focus.
Given the health benefits we aim to target families and older people initially with this brand. However we alo want to extend this brand to the younger demographic who may be interested in using the juices and granita mixes in alcoholic drinks and cocktails where they would be branded redbelly in bars and cocktail lounges.
A basic colour logo that can be used on
-produce cartons on glossy black background
-juice and other labels
-uniforms and vehicles