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Creative Brief

Who are you?

We compete in the quick-serve/retail channels and are purveyors of high quality, all natural products that consumers purchase to bake in their home ovens (aka take & bake). The heros of our offering are our all-natural pizzas, which are scratch-made to order, and use only the highest quality ingredients sourced from local growers and processors. In addition to all natural, we utilize organic ingredients wherever possible.

While we will serve traditional pizzas, we will be differentiated through our "signature pies", which will incorporate unique combinations of toppings that appeal to those who have a true appreciation for food (i.e. fontina, gorgonzola and blue cheeses, wild mushrooms, farm-raised chicken, chicken-apple sausage, roasted pine nuts, etc.).

The star of our pizza is our proprietary dough, which is made fresh daily, is hand tossed and follows the ingredient, formulation and processing requirements to be considered a truly artisan crust. In addition to our dough, our sauces are also made fresh daily. We offer gourmet salads to compliment our pizzas as well as our own brand of pint-sized gelato and bake-at-home desserts.

The layout of our stores will be clean, contemporary and minimalist, and will convey "fresh" while maximizing attention to our fresh made pizza, which is the true hero. While contemporary, our stores will also be warm and inviting, and will utilize sustainable materials to compliment our positioning. If possible, we will be LEED certified.

What do you need?

We are in desperate neeed of a Company name that speaks to our target consumer while effectively communicating our brand positioning and promise.

Who Is Your Audience?

Our products will appeal to a broad range of pizza consumers, however, our core target will have a passionate interest in food and a true appreciation for fresh prepared products made with high quality and minimally processed ingredients. Characteristically, these consumers like to try new products, enjoy a wide variety of cuisine, take pleasure in reading about food, regularly purchase recipe books and watch the growing number of food-related television programs. Other establishments you might see this consumers frequent include Whole Foods, Trader Joes, Panera Bread and Starbucks.

Our consumer will heavily skew towards young as well as more established households. Common among them is a strong presence of children, both younger and older. Our consumers are active. Whether it be shuttling children to and from the soccer and baseball fields, or balancing household demands, they are constantly on the move. After a busy day, they cherish sitting down to dinner as a family and prefer a homemade meal versus going out, they just dont always have as much time to prepare a scratch-made dinner.

Finally, these households skew high in terms of socioeconomics and while having a strong presence in affluent suburbs, will also have a presence in both rural and cosmopolitan areas.

Requirements

We Absolutely Must Have

Must convey:

Fresh
Natural
Artisan/Hand Crafted

Materials

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