The 5 Elements
We are a new vegetarian takeaway and catering service. Our plan is to create a healthy eating chain of vegetarian takeaways / restaurants. We are in to eating healthy, fresh, homemade and nourishing food. We want to encourage people around us to eat more healthy and wholesome food that is good for their body, soul and overall well being.
Our audience our based in the city of London, UK. We are in the square mile of the city, so we have a number of offices, banks and institutions around us. Our clients are slightly more female than male but we wish to appeal to both. The age group is likely to be from the early 20's all the way up to mid to late 50's if not more. The crowd may be trendy and fashionable from the perspective that they want to show they are eating food that is good for them. They are likely to be gym goers. Typically they may be impatient so it is important for us to have some food options for them that appeal to them quickly. We have a lot of repeat customers because they like the freshness of the food. Our food quality must be maintained.
We want a logo and brand identity that differentiates us from the rest. We want something that indicates, when you first see it, that we are a vegetarian specialist first and foremost.
Key words for us are :
Healthy, Fresh, Trendy, Modern, Quality, Simple, Balanced, Dependable, Young.
Key colours are:
Green, Yellow, Orange, Red and possibly blue.
The 5 Elements are:
Wood, Fire, Earth, Metal and Water.
The challenge is to create a brand that links the above 5 elements to vegetarian healthy food.