The task was to help identify the target consumers for a new product range of
pre-boiled vegetables and lentils and to create a brand name and
identity that will relate with the target consumers.
Those who love to cook but are wary of the amount of prep-work it requires especially
on a busy work day are the perfect target consumers for these new products.
This insight and understanding led us to position the pre-boiled vegetables and lentils with
the brand promise of quick, enjoyable, convenient cooking and resulted in the
brand name “Ta-daa!”…which expresses the feeling of making your meal in a snap!
I used a unique amalgamation of the product and the consumer’s delight with the product
experience to create a brand identity in a fresh, exciting design that reflects the target
group’s profile and lifestyle.
