Oct 2020
Oct 2020
Crisp: rebranding mobile app which streamlines traditional farmer's market models
Crisp: rebranding mobile app which streamlines traditional farmer's market models
Part of a 6-member team working with the start-up brand Harvest to draft a rebranding strategy, including branding elements and marketing strategies. I worked mainly on creating the new brand identity and story which I had pitched during the VC presentation and brainstormed go-to-market strategies and design revamping.
Part of a 6-member team working with the start-up brand Harvest to draft a rebranding strategy, including branding elements and marketing strategies. I worked mainly on creating the new brand identity and story which I had pitched during the VC presentation and brainstormed go-to-market strategies and design revamping.
From Harvest…
From Harvest…
to Crisp!
to Crisp!
Original brand
Harvest wants to give local farmers a new revenue stream and provide Angelenos a wide selection of farm-fresh produce, without compromising sustainability, access, or ease for either groups.
Target audience
Target audience
The customers want to shop at Farmer’s Markets in Los Angeles for their groceries. However, these markets are typically out of the way, crowded and hot. Furthermore, the produce and other food selections are unpredictable. That is why Harvest landed on an app that would allow customers to purchase produce from a chosen farmer’s market, and have it delivered to their door.
Subscription boxes
Subscription boxes
Angelenos want to find ways to support local farmers and receive fresh produce, but farms don’t always offer their own products online and farmer’s markets don’t give insight to the farms or farmers themselves.
That is why Harvest created “Farmer of the Week” boxes that highlight and sell a curated set of products from a local LA farm.
Rebranding
Name and slogan
Name and slogan
We first decided on a product name change from the original Harvest to Crisp, which we felt could better capture the attention of the core Gen Z users with the more chic, clean, and modern sense that it provoked. It could fit the social media marketing campaign that Harvest was originally planning on more appropriately, since it was easier to brand the company as fun and youthful versus the hearty, old-fashioned style that Harvest originally went for. Finally, Harvest originally did not have a slogan, but we decided on “naturally fresh” to stick to Harvest’s original value proposition of high quality and freshness, and the short phrase was also memorable and echoed the crunchiness of the onomatopoeia “crisp.”
We first decided on a product name change from the original Harvest to Crisp, which we felt could better capture the attention of the core Gen Z users with the more chic, clean, and modern sense that it provoked. It could fit the social media marketing campaign that Harvest was originally planning on more appropriately, since it was easier to brand the company as fun and youthful versus the hearty, old-fashioned style that Harvest originally went for. Finally, Harvest originally did not have a slogan, but we decided on “naturally fresh” to stick to Harvest’s original value proposition of high quality and freshness, and the short phrase was also memorable and echoed the crunchiness of the onomatopoeia “crisp.”
The original branding of Harvest takes on a rustic, homey aesthetic which is not suitable for targeting the younger demographic and portraying its modern and premium-quality brand identity. Taking inspiration from the current alternative aesthetic, we researched the Pinterest/Instagram crossover visual style and wanted to recapture the same fresh and organic look of Harvest, but from an elevated youthful lens.
The original branding of Harvest takes on a rustic, homey aesthetic which is not suitable for targeting the younger demographic and portraying its modern and premium-quality brand identity. Taking inspiration from the current alternative aesthetic, we researched the Pinterest/Instagram crossover visual style and wanted to recapture the same fresh and organic look of Harvest, but from an elevated youthful lens.
Core values
Core values
Within the branding strategy, we found 3 compelling core values of the product.
Transparency: Crisp offers consumers full transparency in terms of nutritional value, environmental impact, and ethical practices, to foster personal connection and trust with the produce they purchase and farmers they purchase from.
Quality: Both the products and creative form of service are premium quality compared to others on the market.
Sustainability: Crisp is built on ethical sourcing and targets the rapidly increasing group of socially and environmentally aware people in its target younger demographic.
Within the branding strategy, we found 3 compelling core values of the product.
Transparency: Crisp offers consumers full transparency in terms of nutritional value, environmental impact, and ethical practices, to foster personal connection and trust with the produce they purchase and farmers they purchase from.
Quality: Both the products and creative form of service are premium quality compared to others on the market.
Sustainability: Crisp is built on ethical sourcing and targets the rapidly increasing group of socially and environmentally aware people in its target younger demographic.
Market segmentation
Market segmentation
According to market research provider Mintel, younger generations are more likely to pay higher prices for organic food. Health and wellness are high profile among Gen Z, with the social and environmental impact of consumption also prioritized. The firm identified an opening for “more premium organic convenience products that are designed for the food-obsessed who want to prepare upscale healthy food easily and quickly at home,” which is exactly the market that the Crisp team is looking to capture. Specifically, our branding targets open-minded consumers ages 16-35 that are passionate about healthy living, concerned about social good, and are price-insensitive. Accordingly, we have developed fun and vibrant branding that reflects the lifestyle our demographic aims to live.
According to market research provider Mintel, younger generations are more likely to pay higher prices for organic food. Health and wellness are high profile among Gen Z, with the social and environmental impact of consumption also prioritized. The firm identified an opening for “more premium organic convenience products that are designed for the food-obsessed who want to prepare upscale healthy food easily and quickly at home,” which is exactly the market that the Crisp team is looking to capture. Specifically, our branding targets open-minded consumers ages 16-35 that are passionate about healthy living, concerned about social good, and are price-insensitive. Accordingly, we have developed fun and vibrant branding that reflects the lifestyle our demographic aims to live.
Logo & color palette
Logo & color palette
Here are some of our logo iterations. We eventually settled on the Crisp logo type and the “C” logo mark embellished with wheat to build on the fresh and organic aspect of Crisp, while keeping a modern feel. The onomatopoeia name and color palette also promote the experiential aspect of the brand, allowing it to go beyond just the service but also showcase the culture of transparency, quality, and sustainability.
Here are some of our logo iterations. We eventually settled on the Crisp logo type and the “C” logo mark embellished with wheat to build on the fresh and organic aspect of Crisp, while keeping a modern feel. The onomatopoeia name and color palette also promote the experiential aspect of the brand, allowing it to go beyond just the service but also showcase the culture of transparency, quality, and sustainability.
Product redesign
UI design
UI design
We took the opportunity to revamp the user experience to reflect the more intimate connection we’re attempting to cultivate with our customers.
We took the opportunity to revamp the user experience to reflect the more intimate connection we’re attempting to cultivate with our customers.
Harvest's original UI
Harvest's original UI
Redesigned Crisp's UI
Redesigned Crisp's UI
Packaging design
Packaging design
Our packaging design was created with the consumer and distributor in mind, providing an enjoyable unboxing experience for the customer, while offering an efficient and streamlined packing process for the distributor.
Our packaging design was created with the consumer and distributor in mind, providing an enjoyable unboxing experience for the customer, while offering an efficient and streamlined packing process for the distributor.
Harvest's original packaging
Harvest's original packaging
Redesigned Crisp's packaging
Redesigned Crisp's packaging
Design strategy
Crisp’s design exudes its core values.
Design strategy
Crisp’s design exudes its core values.
It’s transparent.
Today, our generation wants to engage with brands that they know are ethical and real. Our branding promotes full transparency with the consumer. We have about pages that give insight on the farms, the produce, and their origins, connecting the consumer with the brand on a deeper level.
It’s high quality.
With its refined, sleek, and minimalistic aesthetic, we visually ensure consumers that crisp delivers quality products.
It’s sustainable.
Crisp is dedicated to being environmentally and socially conscious. With branding features such as utilizing recycled materials for packaging, and highlighting the positive impact of crisp on not just the consumer but the greater society, crisp taps into their demographic’s growing value of addressing environmental and social concerns.
Marketing strategy
Branding differentiation
Branding differentiation
Some of Crisp’s main competitors include Instacart, Amazon/Whole Foods delivery, and Hello Fresh. Crisp stands apart with its combination of premium yet youthful branding. Crisp’s branding is refreshing, unique, and goes beyond just the service.
Some of Crisp’s main competitors include Instacart, Amazon/Whole Foods delivery, and Hello Fresh. Crisp stands apart with its combination of premium yet youthful branding. Crisp’s branding is refreshing, unique, and goes beyond just the service.
Branding scalability
Branding scalability
As the Crisp service expands across California and beyond, branding for each region can adopt local inspirations, adding to the personal connection. Once Crisp develops additional services/products, the brand we’ve developed is unique but general, so it can take on new meaning without needing to rebrand. The Crisp team can foray into a variety of healthy living ventures confident that their identity is adaptable to their business.
As the Crisp service expands across California and beyond, branding for each region can adopt local inspirations, adding to the personal connection. Once Crisp develops additional services/products, the brand we’ve developed is unique but general, so it can take on new meaning without needing to rebrand. The Crisp team can foray into a variety of healthy living ventures confident that their identity is adaptable to their business.
Advertising strategy
Advertising strategy
Our advertising strategy puts a heavy emphasis on social media marketing and micro-influencer partnerships. We plan to onboard a roster of micro influencers to promote the launch of the app, as well as form a more intimate bond between our demographic and the business. Part of the onboarding process will be receiving a giftbox from crisp, complete with fresh fruits, veggies, and personal touches for each recipient. We want to build a cult following by growing our online presence through hashtag campaigns and sweepstakes style giveaway competitions.
Our advertising strategy puts a heavy emphasis on social media marketing and micro-influencer partnerships. We plan to onboard a roster of micro influencers to promote the launch of the app, as well as form a more intimate bond between our demographic and the business. Part of the onboarding process will be receiving a giftbox from crisp, complete with fresh fruits, veggies, and personal touches for each recipient. We want to build a cult following by growing our online presence through hashtag campaigns and sweepstakes style giveaway competitions.
Branding budget
Branding budget
We anticipate it will be necessary to allocate 35 thousand dollars to the brand’s startup costs, and an ongoing 18 thousand dollar per month marketing budget to remain top of mind for our customers.
We anticipate it will be necessary to allocate 35 thousand dollars to the brand’s startup costs, and an ongoing 18 thousand dollar per month marketing budget to remain top of mind for our customers.
