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Der Genussfreund

Background
"Der Genussfreund" is an online shop selling food and kitchenware produced by local farmers and craftsman. The person behind it is Eva, a young business lady and lover of good and healthy food.

Target audience
Young and stylish, but in "Kinfolk"- kind of way. They spend money on "cool" products, but care about healthy food and the idea of sustainability. 

Message
Support your local food heroes.

Competition
Other food onlineshops and online subscription services.

Character
- authentic
- down to eart
- crafty
- socialable and customer oriented

Tone
- Modern-vintage
- funny in a sweet way

Mood board
The good old things:

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For the logo the client wanted a lettering, so we decided not to use a font but create something original, that has the human und personal vibe of s script font but alos looks like woodcut and has a certain heaviness to represent "craft". 

Here're our scribbles for the lettering:

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Final Logo
So here‘s the digitalized logo. Because of the long name we created a completely horizontal version plus a higher version with the article on top.

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Graphic language
We also came up with the idea of different illustrated logos representing the assortment to be used on social media accounts and in the blog.

HEARTY             -             SWEET             -             FLUID             -             EQUIPMENT

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Final Brand Identity
We created business cards with the inital G plus illustrations:

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And also hangtags for the products the online store is now selling.

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We also illustrated stamps with the key service features of "Der Genussfreund", she can use on the package design she sends to her customers.

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Here's the post image template for the "Genussfreund" blog using the corporate font.

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