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Business Info

Business Name

SilverLand Bakery--

We have been operating under the name "Athena's Silverland Desserts" for thirty years but the length of the name and the ethnic connotation that came along with "Athena's" have been a hindrance to our first impression. That is why we have removed the "Athena's" and "Desserts" from our name in favor of "Silverland Bakery".

In addition to our dessert line (30 years going strong) we are launching a natural raw bar line. So, now all of our products are no longer in the dessert category, thus we are changing "Desserts" to "Bakery"

I would like the name to appear in either of these ways:

Silver
Land
Bakery

or

SilverLand Bakery

What do you do?

We make the most delicious, all natural brownies, cookies, rice crispy treats, and raw bars out there. We began as one of the first wholesale bakers of brownies and cookies in 1983. Since then we have evolved as a leading commercial bakery specializing in hand crafting premium all natural desserts, brownies, cookies, crispy rice bars, raw bars and sugar free bars; all preservative, artificial additive and trans fat free. Our products are available at stores like Whole Foods, Trader Joes, local cafe's, and other specialty stores. Our products are usually sold under a private label, so others are taking the credit for our fantastic recipes, and it's time that our branding lives up to our product.

Our desserts are decadent and unique-- for example our Caramel brownie is the only one one where the caramel sits on top of the brownie vs. sinking to the center of the batter.

We have a commercial bakery, a web store with e-tail gifts, and a local cafe/bakery outlet.

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

SilverLand Bakery (Silver and Land can be seperated in the logo if on 2 seperate lines)

Target Audience

What is your industry?

Gourmet/Specialty Foods: Both wholesale (to grocers, cafes, foodservice, hotels, restaurants, snack bars, etc) and Retail- our online store, and a packaged, shelf stable line we are developing now.

Describe the target audience for your logo:

3 Categories:
End Consumer- Women that shop at Whole Foods and Trader Joes (upper middle class foodies). Interested in putting real foods in their bodies that taste great. Not interested in diets or fads. Foodies who want a legit bakery product made with natural ingredients, real chocolate, and real food. Desserts that aren't playing around. Our major customer is interested in a delicious, natural, homemade product-- not calories specifically, and the most important thing to convey is that our food tastes great (THE BEST). Design, packaging, and marketing is top priority for this customer.

Food Service/B2B- savvy buyers for the huge names in specialty foods from Target to Trader Joe's to large grocery, cafe, and food service chains.

E-Tail- Women shopping for gifts that are delicious and pretty as well as shoppers for Corporate Gifts- Support staff at local to large companies. Looking for gifts that are delicious and look luxurious (expensive, gourmet and made from good ingredients) --see Vosges Chocolates corporate gifts.

What 3 things would you like to communicate to your audience through your logo?

1. Foodies' indulgence: super decadent and delicious stuff.
2. Good, whole, real, ingredients
3. Handmade products-- Artisan, Homemade, Someone's mom made them.

Style and Concept

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

Logo with text included (possible crest, etc)-- emblem could work if it drips awesomeness. It's very important to understand that our logo will need to translate to individual bar packaging, large corrugated boxes, a website, uniforms, a large (bilboard sized) sign, etc. So it needs to work when it's very tiny as well as blown up huge.

What colors do you want to see in your logo?

Up for discussion! It should look good on craft paper (that brown untreated, cardboard used in packaging) and be very appetizing.

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

the world is your oyster! Though I'm not interested in looking at anything that doesn't make you want to eat, and eat a lot.

What adjectives should best describe your logo?

Natural but fancy, delicious, and made from good stuff. Artisan.

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

Website, packaging, press, trade show activations, wholesale boxes, trays, signage, retail packaging, aprons, gift baskets etc. This logo will have international distribution and eyes on it everywhere. We have the distribution channels all over North America and are now going to move forward with a packaged product strategy vs. our existing foodservice/trade product strategy. If we do what we are supposed to, you'll be able to see this logo in most places across the US!

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

You can see our current website (that we agree needs a ton of help) here: http://www.silverlanddesserts.com/bakery... http://www.silverlanddesserts.com/bakery...

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