It is 6 years since our original graphic work and we want to refresh our brand and logo. Our existing coconut palm logo is too complex to easily reproduce in some situations. Coconut palms are widely used so are not very distinctive. We are looking for a fresh way to capture the Niulife story. We are open to the use of coconuts, simple palms or palm frond but also to other ideas. “Think outside the coconut!” We are after something symbolic rather than a picture. (A picture of a coconut or palm tree can be used separately on labels, websites, etc.). The logo needs to be able to be reproduced at a variety of different sizes – particularly on the smallish side. Overly complex logos can ‘gum up’ when reproduced as a very small image. This has happens a lot with palm trees with intricate leaves and is a problem with our current logo.
The logo needs to be able to be separate from the text, such as on an app. See http://www.thelogofactory.com/logo-…-to-avoid/ for logo designs to avoid. We particularly want to avoid the use of the human form. While it can look great, it is already overdone, particularly here in Australia.
Niulife reminds us of the “New Life” we bring from the “Tree of life”. New life to impoverished island communities through our Fair Trade model and New Life to Australian consumers through the many health benefits of virgin coconut oil. This is a win/win for all. The name reflects our South Pacific home (“niu” is pronounced “new” and means coconut in Polynesia). The sale of Niulife products helps us continue our work with rural communities in the South Pacific, and in particular, the Solomon Islands. The coconut palm has been called the “Swiss army knife of nature”!
As an interim tag line we are using "New Life from the Tree of Life". We are open to an alternative tag line that encapsulates what Niulife is about. We DO NOT want the tag line incorporated in the logo.
Niulife - Key Points
• Taste the difference, (superior flavour, aroma, clarity)
• Quality products and wide range of products
• Fair Dinkum Fair Trade value chain from ‘tree to table’
• Certified Organic all the way
• Supporting island communities & their ecosystems
• “Niu” is the Polynesian word for Coconut and we are proud of the fact that Niulife is bringing New life to Island producers as well as to Australian consumers
We want something uniquely different to our Australian competitors. A list of their websites is in the brief. In particular we want something that distinguishes us from Nui Coconut since they are a competitor and we want to stand out as different from them.
Coconut is the "hot new health product" but in fact we have been pioneers of virgin coconut oil since 1992. Our products are priced at the higher end of the market as high quality, certified organic and fair trade product. We want labels that will make people curious so they pick up our product off the shelf. When on our website we want them captivated by the Niulife message.
Our primary target audience is female Baby Boomers, 46+ with health issues (heart disease, degenerative diseases, skin conditions, arthritis, Alzheimer’s disease). Secondary audience is women 30-45 year age bracket who want to lose weight and are interested in the overall health of themselves and their family. Current sales are in the Organic/Green, Health Whole-food and Gourmet Food markets.
Once we have a logo developed we will be updating the design of our labels, website, letter heads, brochures, etc.
With the logo design be mindful that we want to continue with a predominately green background for our labels as people already recognise us by our green label. This contrast well with our main products which are creamy white or brown. The logo also needs to look good when printed greyscale or monochrome.
Watch the size. Look in the attached brief at the coconut sauce label. And in our shopping cart : http://www.kokonutpacific.com.au/Ni…dx=Coconut It has to fit in about a 5cm x 2cm window. Make sure your design works well in this space. Some of the designs are a bit top heavy. Also look at how it is used on the BubRub, see:
http://www.kokonutpacific.com.au/Ni…&Indx=Soap . Think also
Think about how it might look printed on a pen or the logo on an app.
The attached document has a more detailed summary of our target market, background info, etc, or visit our website at http://www.niulife.com
If someone wanted to play around with our existing logos to give them a bit of a fresher look we would be interested to see what you could come up with as this is another option for us. Primarily the coconut tree in the ring.