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Business Info

Business Name

Conagra

What do you do?

We manufacture a wide variety of food products, from Banquet Frozen Dinners to Healthy Choice to Reddi Wip. We own the Lightlife brand and want to expand it beyond a niche market, bringing its healthy eating and socially aware message to a larger audience.

What is the exact name you would like in your logo?

Lightlife

Target Audience

What is your industry?

Healthy Frozen Food

Describe the target audience for your logo

Socially and nutritionally aware eaters who eat many vegetarian meals without being militant about it. They are about living better, which getting more vegetables in your diet does, along with just generally simplifying your life and smelling more roses. Our people recycle.

What are the top 3 things you would like to communicate through your logo?

Healthier, contemporary food choices.
Idiosyncratic personality--more human, less corporate.
Decency without preachiness.

Style and Concept

What logo styles do you like (text only, image only, text and image, etc.)?

Ben and Jerry's has been interesting for a long while.
VitaminWater has always had interesting copy.
Trader Joe's is loaded with personality.
Lululemon feels like a very empathetic brand.
Better still, local farmers' markets have a wonderful feel.

What colors do you want to see in your logo?

Whatever colors you believe fit the assignment.

What colors do you NOT want to see in your logo?

Whatever colors you don't.

Where will your logo be used (print, website, etc.)?

Again, we're listing this under 'logo' design but primarily, we want to find a look that can help guide us as we re-imagine the brand as a whole. Perhaps we're about 'light proteins' as opposed to strict vegetarianism...perhaps we're about values as much as food.

Do you have other info or links you want to share?

http://www.lightlife.com
http://www.beproveggie.com
We hope to find a vision of where this brand might go in 3-5 years. Of what's possible if we imagine a new Lightlife that's more relevant for these times. That begins with visuals more than words.

We are interested in your visual ideas--for logos, packaging, or anything else that moves you.

Materials

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