Norstate Refreshment Systems LLC dba Norstate Distributors
What do you do?
Norstate (how our customers and those familiar call us) was founded in 2000, and is a wholesale distributor of specialty coffee, iced and hot tea, frappe' and smoothie mixes, gourmet flavorings, cold/hot cups/lids, professional coffee/tea/espresso brewing equipment, and related supplies to hotels, restaurants, coffee shops, cafe's, office campus', institutional cafeterias, professional office settings, and other enterprise-scale businesses.
The products we represent - quality brands that generally can't be bought off the shelf at big-box or restaurant warehouse and supply stores - include illy espresso and coffee, China Mist and Mighty-Leaf teas, Monin Gourmet Flavorings, and Dr. Smoothie and Mocafe' mixes.
Often lost in the message is that we are "distributors" of these products, not the producer or manufacturer. Our reputation, while based in the quality and sharable knowledge of the product lines we represent, is notable for friendly, on-time, accurate delivery of these products in our market of Northern Nevada. We don't just sell the products; we get them to the client.
Further, for the past 5 years, mail order fulfillment and shipping to all lower 48 states has fueled a bigger percentage of growth, especially in Silicon Valley, San Francisco Bay Area, and East Coast financial centers. We hope to appeal even more to clients and potential client by unifying and focusing our message through an identifiable image.
What is the exact name you would like in your logo?
You'll receive designs for biz cards, letterhead and envelopes.
Great! Those not familiar with us mistakenly assume "North State", which we are forever correcting. We would like the new logo to make that visual distinction to steer the image away from the "th" (that isn't there anyway, but is nonetheless assumed)...perhaps by capitalizing the "S" (NorState) but we leave that to the Creatives' talent.
What is your industry?
Food and Beverage
Describe the target audience for your logo and stationery
Owners and executive chefs of exceptional restaurants; General managers, and food and beverage managers/directors, of franchise/chain restaurants; QSR/cafe' food and beverage buyers; food and beverage manufacturing exectutives
What 3 things would you like to communicate to your audience through your logo and stationery?
1) Norstate is professional/trustworthy/integrity/consistent (yes, that's 4 in 1); 2) Norstate offers quality products; 3) Norstate is a beverage distributor. The intent with 3) here is that we will continue to expand our product lines, and don't want to have to change the logo if we begin to distribute RTD (ready-to-drink) energy drinks, for instance.
Style and Concept
What logo and stationery styles do you like (text only, image only, text and image, etc.)?
Both text and image. Text of "Norstate" needs to be in the logo. Text of "Distributors" can play a smaller part, but the visual image should connote 'distributor'.
What colors do you want to see in your logo and stationery?
Blue for professional integrity; green for freshness and quality; red for excitement (and it happens to be the primary color of packaging on our best-selling brand, illy espresso/coffee); silver is a nice accent color. It does not need to be all those colors, preferably 1 or 2 to economize printing costs. However, plain black and white is OK too. Ideally, whatever color(s) we choose will be reducable to black and white for images on SWAG, but that's secondary.
What colors do you NOT want to see in your logo and stationery?
Contrary to the color of the actual products, we tend not to like browns and tans. Purple, pink, and orange are specifically discouraged.
What adjectives should best describe your logo and stationery?
Psychologically sticky with evocative, yet still simple imagery that paints 1000 words without having to say them. Professional, quality, inviting, friendly, reliable, trustworthy, value, efficiency, timely, tasteful, appealing to corporate decision makers - specifically avoiding cutesy and cartoonish.
In a perfect world, the logo is doing the selling and getting prospects to discriminate on our behalf to become clients (let that sink in).
Where will your logo be used (print, website, etc.)?
Web site, marketing materials, brochures, business cards, capability statements, invoices, supply and service proposals, e-mail signature block, logo-wear (polo and oxford shorts), SWAG (cups, pens), vehicle wraps, small ID stickers for inventory identification
Do you have additional info or links you want to share?
Really trying to avoid sameness, and stand out from commodity providers with our useful product knowledge and accurate, fast fulfillment of quality products. For the producers of products we already represent, and producers that may want to partner with us in the future, we want the image to inspire confidence that they have selected the best partner possible. We want to appear congruous, not contrary, to products represented. Following are web sites from the brands we represent:
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