ColorMaker has been supplying natural, plant-based food colors to the business-to-business channel for many years. When they wanted to expand into the consumer market, they called on us to help.
FIRST, THE NAME
Our first task was consumer research. We conducted focus groups with the target audience. As we expected, the groups were enthusiastic about the natural, 100% plant-based attribute. What we didn’t anticipate was that the name of the company, ColorMaker, did not sound natural. We conducted a naming study, and after presenting some options, the client chose Color Garden. They applied for the trademark and we got started on the logo.
NEXT, THE LOGO
Consumers bake for recreation and relaxation, so it was essential that the logo communicate a whimsical, playful feeling.
THEN, THE PACKAGING
The brief mandated that the packaging be fun and colorful. We obliged by using bright primary hues and fanciful typefaces.