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Design Brief

Company: Kissmecupcakes Project: Visual Brand Identity and Website Date: 1 Feb 2010

Project Overview: To Design: • A Visual Brand Identity incorporating a new logo, text, illustration & colour theme which can be integrated throughout all the elements of a company’s material and Designing a new website integrating the new brand identity. • Designing a new website integrating the new brand identity.

Company Profile: Kiss Me Cupcakes of West Bromwich produce their ethical cupcakes on a made-to-order basis, using free-range eggs, Fair-trade coffee and FSCsourced packaging. Kiss Me Cupcakes is a home spurned business that is started by two young women in 2008, inspired during a trip to Australia and has gone from strength to strength. Since being listed in ‘The Guardian’s list’ of best cupcakes in the country 2009 and exposé in The BirminghamPost.Net. The company is looking forward to expanding their current custom order online business which has orders from patrons such as Selfridges and The Mailbox to opening an outlet café that sells and showcase their hand made cupcakes and baked goods alongside free-trade coffee service this year.


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Design Brief

According to Ms Cheema and Ashman, their goal is to project a very wholesome, traditional, country cottage home baked persona in their products that is made with love and good local ingredients incorporating all natural produce as well as FSC (Forest Stewardship Council)-sourced packaging. They are well proud to promote their made to order, hand made cakes and looking forward to growing their business in a well paced but long term sustainable growth.

Customer Base: The existing customer bas are women with the age range of 20 to 35, young mother with children and young career women. The cupcakes are tailored made to the requirements. They cater for all events and occasions such as: Weddings Corporate events Conferences Launches Meetings Baby showers

Product Market Place: The Art Lounge (located ground floor of The Mailbox) Urban Coffee Co (located on Church St, opposite Hotel Du Vin) Co-Go (Aston Uni Campus) They also regularly attend the following monthly farmers markets 24 Carrots Farmers Market - Jewellery Quarter Kings Heath Farmers Market Birmingham University Farmers Market


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Design Brief

The company is using the internet to start business. The two hope to open a store in the near future and now they have their own website and taking advantage of social networking such as Twitter and Facebook to generate buzz to grow their cupcake business.

Market Profile: Market Trends: Cupcakes are attaining a cult status in the UK with an explosion of flavours, colours and frostings. People send them instead of flowers, bring them to parties instead of a bottle of wine, and celebrate all kinds of special occasions. Moreover cupcake tiers are now the latest fashion in wedding cakes. Recent data from market researchers TNS shows cupcake sales are overtaking flapjacks to rival biscuit sales, with a 22% increase over the past year to ÂŁ37m.

Market Consumers: Baby boomers and generations X-ers, tend to be sentimental about foods that evoke childhood memories. For the younger generation, the concept of retro eating brings a sense of fun. The major target audience is the females from age 20 - 40.

Design Objectives: Design Need: The brand has not been able to convey the message message in a polished and exquisite manner. The identity of the company need to be more: COMPETITIVE EXPRESSIVE ORGANIZED CERTAIN UNIQUE APPEALING RELEVANT DEFINITE SIMPLE SWEET WHOLESOME.


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Design Brief

Existing brand image:

The company had adopted green colour theme with an illustrator of a girl hand-picking the cupcakes from a tree.

New desired image: Philosophy:


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Design Brief

The clients do feel their current product and company image brand may be dated and insufficient but what is imperative is that it portrays a small industry based on hand made products filled with love & caring goodness. Despite the name of the company, ‘Kiss Me Cupcakes’ they don’t want any ‘sexy or cheeky’ reflection on the brand but rather a sweet, wholesome loving image. Their emphasis is on 2 symbolic dove on their current logo in pink with the words ‘made with love’ to be the mainstay of the brand. Any packaging to be developed has to hinge on the Forest Stewardship Council (FSC) guidelines of local and sustainable manufacture.

As a Café outlet is being planned for this year, a proper brand image is required. The Company had adopted the mint green, soothing almost ecological colour background with pinks as a feminine highlight. However they are open to variations of this scheme as their main customers are young women 20-35 years old.


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Design Brief

Imagery Inspiration:


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Design Brief

Design Specification: (Website) Domain name & hosting: The company has already a website domain name i.e. http://www.kissmecupcakes.co.uk & hosting. The new website has to be reloaded on the same domain and hosting.

Functionality:

Flavours

Gallery Order

Home Blog

Contact us

About us


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Design Brief

Content specification: For the website the company will be able to provide the text for the web pages and the lists of all the products available and their prices. They require that photographs of the products available for the website be taken. They also require that additional photographs for the website be taken. They require that about 38-40 photographs be taken for the website. These will be photos of their products for inclusion in the flavour catalogue. Most of the content will be taken from the current company website with improved presentation.

Home: • Overall visual brand identity developed. • Overall description and image. • Follow us (facebook & twitter) link Flavours: • Original Imaginary of the flavours available on the website with a short description. • Website Example: http://thecupcakebakery.com.au/ Gallery: • The imaginary of their exhibitions and events with the description. Order: • Enquiry details available on the current website. • For example: format adapted by http://www.sprinkles.com/order.html

Blog: • All the latest regular blog updates in the website format.


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Design Brief

About us: • The overall description of the company and the owners philosophy behind the brand.

Contact us: • Contact details as available on the website and the contact us form. All other exhaustive content details will be provided by Dali at info@kissmecupcakes.com

Budget: Our budget for this design project is: £400 for the visual brand identity £700 for the website.

Time Scale: The time scale for the final completion of both the task is 45 days but the visual brand identity of the company should be completed in digital and print format within 15 days.


design brief