Slick Foods has developed a propriety technology that turns all-natural fruits and vegetables into delicious wraps. The wraps are used as alternatives to seaweed for sushi and tortillas for burritos, and can also be used in desserts as packaging, and eaten on their own. See photos for example uses. In the coming year, additional use cases will be developed. We want to portray ourselves as a great, natural product for people who are health conscious. We don't want to be perceived as gimmicky. We want the logo and the company to appeal to a broad spectrum of customers (see below), and be versatile enough to work for a number of different use cases we currently have and will develop in the future. We want to feel like a well-packaged, tightly-branded company - classy, but practical. The logo will be used to inform the redesign of our website, which will undergo a total design alteration.
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We have a few target customer segments. The first are individual consumers, who will use the products for their own purposes when creating burritos without tortillas, seaweed-free sushi, desserts, or just eating the product as a snack (like a fruit rollup). The second is chefs, using the wraps to make dishes in restaurants. The third is wholesale customers (Sysco, US Foods, grocery stores, etc), who will sell the products in their stores.
Feel free to be creative. We need a sleek logo which will serve as the foundation for all of our branded material - packaging, marketing materials, website, etc. The colors are absolutely key, and should feel light, healthy, and sleek. I would envision the color scheme working with a site with a white background. Don't worry about matching our existing color scheme at all. We also need a versatile logo that can be used to target customers in a variety of different segments. Our website aesthetic will change so don't worry about incorporating with the existing color scheme, and as mentioned above our name has changed from that on our current website.