Whyte 10 4 1

JERSEY FRESH

The Jersey Fresh brand helps its

consumers connect with the

meaningful aspects of their lives

Research

Process & Development

Style Guide

Solutions

Reference

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5

JERSEY FRESH

Research1.0

We all eat every day. Answering the questions of what

fresh produce to purchase should be an informed decision.

Jersey Fresh will be the first choice.

1.1

1.1

1.2

1.3

1.4

1.5

1.6

1.7

1.8

Overview

Brand Legacy

Discovery

SWOT Analysis

Brand Objective

Target Audience

Archetypes & Personas

Project Creative Brief

JERSEY FRESH

Key Tenets

Call to Action

Unique Selling Proposition

Brand Message

Research / 1.2

Brand LegacyThe Jersey Fresh brand is a state government marketing initiative focused on creating links between consumers and local farmers. The brand’s primary goal is to build recognition of New Jersey grown produce in the North American produce market.

. Concept started in the 1984

. Initial marketing encompassed radio and billboards only. First yearly campaign budget was less than $400,000. Policy study shows economic input worth cost of brand investment in 2000. New Jersey fruit and vegetable harvest worth over 200 million in 2004

. In 2002 study shows public knowledge and belief in state produce difference. Jersey Fresh is incorporated into many state festivities and fairs. Some food banks and public assistance programs tied in with brand. Lists of roadside markets available. Lists of farmers markets made available

The mission of Jersey Fresh is to increase consumer awareness and preference as well as trade usage of New Jersey’s farm products

Research / 1.3

Discovery

Top Competitors

Legacy Tagline

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Jersey Fresh’s existing USP is primarily one of freshness. Anyone can get fresh vegetables, or ones that look and cook like fresh ones.

Aenean posuere porttitor lectus eu consequat. Suspendisse consequat dui eu quam auctor eu porttitor augue posuere. Phasellus elementum porta malesuada.

Produce Marketing AssociationPMA

Florida Fresh Vegetable AssociationFFVA

United Fresh Produce AssociationUFPA

“As fresh as fresh gets”

Strengths

Opportunities

Weaknesses

Threats

. 25 year history

. recognizable brand

. continued government support

. government owned channels

. institutional stability

. excellent growing climate

. excellent distribution channels

. brand recognition in youth

. brand cohesiveness across internal partners

. leverage modern technologies

. close gaps in customer needs

. align with federal government trade laws

. stronger farmer-state relationships

. global brand recognition

. only promising “fresh”

. budget politically dependent

. lack of brand policy and policing

. non-structured brand channels

. leadership is politically dependent

. vision investment tied to state budget

. lack of benefit shown to farmers and re-sellers

. limited growing harvest season

. larger budgets in other produce states

. international importation of produce

. continued perceptions of pollution

. overall poor economy

. lack of funding for long-term investments

. low-cost only mentalities

Research / 1.4

SWOT AnaysisSWOT analysis to explore and determine the strengths and opportunities for rebranding and re-focusing the target market.

Research / 1.5

Brand Objective

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Implying that food is a journey both through natural physical cycles and the deep human connection with food and it’s heritage, puts Jersey Fresh as an eco-understanding brand and one of concern with people.

Unique Selling Proposition

Jersey Fresh: It starts here

Key Tenets

When you buy Jersey Fresh, not only are you buying the freshest produce, you are getting to know the farmers and they are getting to know you. People believe in the goodness of life and Jersey Fresh makes a commitment to people and organizations to bring the best quality seasonal produce to you directly from New Jersey farms

HealthyValuableRecognizable

Research / 1.6

Target Audience

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Target Audience

Primary. women. ages 25 – 45. no racial distinction. college educated. family oriented. smart shoppers. family food buyer. caregiver

Secondary 1. young couples. ages 21 – 35. no racial distinction. college educated. community minded. eco-concerned. socially conscious. planning a family

Secondary 2. children. ages 5-12. multi-cultural. grade school centric. vast and varied interests. eager learners

Research / 1.7

Archetypes

The Innocent . healthy, wholesome, community aware, civic minded, basics pleasures

Persona 1

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Ut eget velit non sapien placerat porttitor id vitae nunc.

Persona 2

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ipsum. Nunc mollis consequat dictum. In hac habitasse platea dictumst.

Tribes

. vegetarians

. whole foods

. nutritionists

. New Jersey loyalists

Archetypes & PersonasJersey Fresh lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eget libero non nibh varius tincidunt. Etiam elementum erat non quam lobortis id tempus metus mattis. Nulla quis luctus risus.

Research / 1.7

Creative BriefThe revitalized brand will have a new logo and new brand colors. The brand transformation will be highly recognizable and memorable, while creating a lasting emotional bond that remains relevant to the consumer.

The current logo will be replaced by a new mark that will be more consistent with the updated brand strategy. The visual representation of the state of New Jersey is to be removed. With valuable space in any logo area there is no need to spell out the words “New Jersey” and then super-impose a graphic of the same state over top. It is borderline cliché’. The words “Jersey Fresh” and only those words will appear in the new logo. Although there may be instances were a tagline is incorporated into the logo lock-up. There will be no recognizable imagery associated within the logo itself. The new logo will consist of a strong typeface with a geometric shape that can be used to help associate the newly created brand personas with the exacting target and leverage the brand symbolism through the many touch points the consumer will encounter.

The typeface for Jersey Fresh should add a sense of authority. Not the same sense as a financial institution, but a font that adds credibility and intelligence to an otherwise very human endeavor. Bebas or Museo Slab are two potential styles, while a slab serif such as Legion Slab (not quite as heavy or dense as Chunk Five or as over-used and recognizable as Rockwell) would readily fit the style that needs to be evoked through the personas to the targeted market. The final logo font will be substantial and evoke permanence without being blocky or slow feeling. Any subheadings will be in a traditional serif font face that once again sends a message of clarity and civility. The subhead and body typefaces of Bembo, Garamond or Caslon are highly legible. Using an additional typeface for web and screen media such as Lucida Sans or Trebuchet is recommended for subhead or body since they have a discernible style without being trendy. The over-used body types of Arial or Helvetica can be perceived as sterile.

A unifying geometric shape with four distinct non-iconic subsections will be incorporated into the logo with the aforementioned words Jersey Fresh. This shape will be used to bring a distinct mark to Jersey Fresh and the four colors will be leveraged in the campaign as a whole and as offshoots into more specific target marketing. These colors will become a harmonizing scheme used throughout all advertising messages. The four colors are red, blue, yellow and green. Red will give the brand message a sense of power and action. The blue will correspond to trust, while the yellow will keep the campaign (and consumer) cheerful and energetic. The green will give the brand a sense of earth and eco-friendliness. These colors will affect consumer perceptions of the brand and associated advertising in a positive and cohesive manor. The colors will directly affect brand perceptions and influence the cognition and behavior of the consumer.

The new brand colors will be rich in hue and medium to high in saturation, but not vivid to the eye. It is important to have a strong yet not trendy color scheme. The colors will be medium low in value—not a high value, pastel-like color.

The entire redesigned logo will convey sturdiness without appearing rugged, and be perceived as authoritative without appearing too corporate or governmental. These aesthetics will give the brand personality and influence consumer preferences.

All imagery in print, web, and TV will be photographic in nature and convey the connection between the land, the farmer and the consumer. In print or TV, large photographic shots of bins of vegetables are not discernible. Nor is just a blank distance shot of a field full of produce. The visual focus of all ads will be on a single person, be it the farmer or the consumer, with farms, farmers markets or super market as settings. There will be a 3-4 archetypal personas created that will serve as “spokes persons” for the brand. These personas will have history, a distinct personality, a link to the consumer and a point of view which will be expressed. They will be portrayed visually and have a unique memorable voice in radio.

TV spots will have a panoramic feel with a narrative that is relatable to the consumer. Print ads will be rugged and earthy, to set the tone for connection to farmer as person. The ads must not deteriorate into a showcase of hot sun and sweat. Advertisements are more about outdoor connections and pride from a farmer’s perspective or about the healthy eco-minded attitudes of the consumer. The ads must convey part of the story of one of the created personas. Whether it’s a quick shopping tip or a deeper philosophical question there must be furtherance of the narrative between farmers and consumers.

The interactive brand assets of the website and web app will leverage the brand assets and fully embrace the ongoing narrative. Neither will be a static repository for lengthy text. Social media, more lengthy opportunities to know about the food source, and interactive pathways to get deeper into the brand and lifestyle will be the focus.

The overall tone of the campaign will never belabor the lost connections of the food cycle in a heavy fashion. All advertisements will acknowledge the shift in culture towards a healthier, greener world and see it as a given that the consumer is interested and wants to know more.

Process & Development2.0

As a government driven brand, Jersey Fresh has the power to help both the general public and the producers of its products.

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Overview

Mood Board

Logo Sketches

Ad Sketches

Website Sketches

Video Concepts

App & Social Media Sketches

JERSEY FRESH

Process & Development / 2.2

Mood Board

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Logo Sketches



Ad Sketches

Jersey Fresh consumers are looking for a healthy lifestyle (beyond just diet) and a quiet understanding of how they fit into the agriculture life cycle. Jersey Fresh must say, in not-so-many words, that you know what is best for you and you know these farmers.


Website & AppWire Frames / Sketches



Video Concepts



App & Social Media


Style Guides3.0

“... it’s not the actual logo but how it is used.”— Michael Beirut

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Overview

Brand Attitudes & Identity

Imagery Styles

Logo - Usage & Guidelines

Typography and Color

Examples

Digital Usability Guidelines

JERSEY FRESH

Style Guide / 3.4

Logo Mark & Type


Logomark

Logotype

Grayscale

2 Color

1 ColorWhite

Full Color

Full Color w/ Tagline

JERSEY FRESH

JERSEY FRESH1 COLOR

JERSEY FRESH1 GRAYSCALE

JERSEY FRESH1 WHITE

FULL COLOR

JERSEY FRESHKnow Your Farmer

FULL COLOR


logomark

logotype

JERSEY FRESH2 COLOR

JERSEY FRESH

JERSEY FRESH1 COLOR


JERSEY FRESH1 WHITE

FULL COLOR


FULL COLOR


logomark

logotype

JERSEY FRESH2 COLOR

JERSEY FRESH

JERSEY FRESH1 COLOR


JERSEY FRESH1 WHITE

FULL COLOR


FULL COLOR


logomark

logotype

JERSEY FRESH2 COLOR

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Style Guide / 3.4

Logo Guidelines

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Know the Di�erence

JERSEY FRESH

Know Your Farmer

JERSEY FRESH

Find out about the farms where your produce grows:

JerseyFresh.com


JERSEY FRESH

Taste and Nutrition have an Origin!

JerseyFresh.com


JERSEY FRESH

It’s more than just corn...

JerseyFresh.com


JERSEY FRESH

Know Your Farmer

JERSEY FRESH


JerseyFresh.com


JERSEY FRESH


JerseyFresh.com


JERSEY FRESH


JerseyFresh.com


JERSEY FRESH

Know Your Farmer

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Examples

Restrictions

Web App Print Print

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Distortions Non-Brand Color Invert or Flip No Knock-Out

Print

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Style Guide / 3.5

TypographyLeague GothicJersey FreshGaramond Bold ItalicsLorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla dapibus condimentum lobortis. Proin malesuada cursus tincidunt. Praesent varius aliquet felis ac laoreet.

Roboto CondensedAliquam vel nisl ipsum. Suspendisse sit amet dapibus velit. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas

Type & Color

Color

RGB142 154 47

CMYK48 26 99 4

RGB0 169 210

CMYK75 13 9 0

RGB93 49 12CMYK

41 73 97 52

RGB167 169 172

CMYK36 29 27 0

RGB167 169 172

CMYK36 29 27 0

RGB153 42 51

CMYK27 94 79 23

RGB97 97 99CMYK

62 53 51 22

RGB97 97 99CMYK

62 53 51 22

sky earthgrowth barn

Creative Solutions4.0

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4.1

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Overview

Print

Television

Website

Social Media

Video

App

JERSEY FRESH

Creative Solutions / 4.2

Know the Di�erence Know the Di�erence

JERSEY FRESH JERSEY FRESH


JERSEY FRESH

Know Your Farmer

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JerseyFresh.com


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Know Your Farmer

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Know Your Farmer

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Print

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Television

TV spot 1


JERSEY FRESH

Know the Di�erenceKnow the Di�erenceKnow Your Farmer

Know Your FarmerDiscovery Jersey Fresh

TV spot 2


JERSEY FRESH

Know the Di�erenceKnow the Di�erenceKnow Your Farmer

Know Your FarmerDiscovery Jersey Fresh


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Website



Facebook Business Channel

Social Media

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Twitter

VideoConsumer Initiated Online Video




Mobile App




Resources & Credits5.0

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5.1

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5.3

5.4

Overview

Thought

Imagery

Conclusion

JERSEY FRESH

Resources & Credits / 5.2

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Richmond, L. (April 6, 2004). ‘JERSEY FRESH’ Program Marks 20th YEAR. Retrieved, September 29, 2012, http://www.state.nj.us/agriculture/news/press/2004/press040615.html

New Jersey (2012). Jersey Fresh. Retrieved, October 1, 2012, http://www.state.nj.us/agriculture/divisions/md/prog/jerseyfresh.html

Robinson, J. (2012) The Brand Name Bandwagon. Eat Wild. Retrieved, October 2, 2012, http://www.eatwild.com/articles/brandname.html

Govindashamy, R., Italia,J. (1999). State promotion of Rural Agriculture. Rutgers University. Retrieved, October 1, 2012,http://www.ser.tcu.edu/2001-Pro/SEP2001%20Govindasamy%20et%20al%2085-92.pdf

New Jersey (2012). Pick Your Own Fruits & Vegetables. Retrieved, September 28, 2012, http://www.jerseyfresh.nj.gov/searches/pyo.htm

New Jersey (2012). Marketing and Development. Retrieved, September 28, 2012, http://www.state.nj.us/agriculture/divisions/md/

Jacobson, A. (October 16, 2008). Powerful Value Propositions. Marketing Experiments. Retrieved, October 2, 2012, http://www.marketingexperiments.com/improving-website-conversion/powerful-value-propositions.html

Bentley, T. (June 29, 2010). ‘Jersey Fresh’ products expand and are now easier to recognize. The Express-Times. Retrieved, September 28, 2012, http://www.lehighvalleylive.com/food/index.ssf/2010/06/jersey_fresh_products_now_easi.html


Imagery Credits

CorbisImages.com:

Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093

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Nulla placerat, sapien sed varius condimentum, quam felis imperdiet nisi, in ullamcorper ante felis aliquam magna. Duis varius urna at augue aliquet vel faucibus eros hendrerit.


ConclusionWhen you buy Jersey Fresh, not only are you buying the freshest produce, you are getting to know the farmers and they are getting to know you. People believe in the goodness of life and Jersey Fresh makes a commitment to people and organizations to bring the best quality seasonal produce to you directly from New Jersey farms.

By personifying the farmer and showing people how this fits into their life by creating avenues to connect directly and indirectly, the fabric of Jersey Fresh is more deeply woven and more clearly understood as a way of life.

© Robert T. Whyte

JERSEY FRESH

JERSEY FRESH1 COLOR


JERSEY FRESH1 WHITE

FULL COLOR


FULL COLOR


logomark

logotype

JERSEY FRESH2 COLOR

insert infographic

folding pullout

here>>

JERSEY FRESH

Know Your Farmer

JERSEY FRESH

RobertWhyte

Date post:	22-Mar-2016
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