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Business Info

What does your company 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.

Do you require that a .COM or other URL be available for the new name?

Yes, though not a 100% deal breaker

Target Audience

What is your industry?

Specialty Foods, Commercial Food, Foodservice, Retail Foods, Local Bakery

Describe your customers

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 do you want your company name to communicate to your customers?

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

List the names of your top three competitors

Dancing Deer (retail competitor)
Fairytale Brownies (e-tail competitor)
Sweet Street (foodservice competitor) (they all have websites)

Style and Concept

What character, tenor, or spirit do you wish to convey?

Modern, flirty, fun, whimsy, loveable, friendly, fancy. The current branding trend of less fluff appeals to us, but not at the expense of missing the point. I would be OK with a single word name, but also with something more refined, elegant, and long. Our current tagline is a serious chocolate sensation-- and we could keep or drop it.

Are there any words or phrases you especially like or hate?

Good: Artisan, foodie, real, gourmet, handmade, natural,local, (daily/affordable/within reach) luxury, fancy.
Dislike: anything about cakes or cookies (we don't make cakes and our cookies are our secondary line)... anything that isn't appetizing (this name will be on packages in the grocery store after all).. anything ethnic (we have that issue with our current name)

Do you have other info you want to share?

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

We have been around and successful for 30 years. If you can tie in the name to where we have been or our existing name, even better.

We began as Silverland Brownies (1983) and changed to Athena's Silverland Dessrts (1992) to add a face to the bakery (see Sarah Lee, Little Debbie, etc etc). The Athena part of the name makes people think we make baklava and greek desserts-- so that needs to go.

Please note that your name should include a descriptor (bakery, bakeshop, gourmet- with our raw bars we are leaning towards something less limiting like desserts)



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