OurAppearance.OurAppearance.

HOOD

Who We Are.

Hood Domestic is a micro brand of Hood products. We added “Domestic” to our name as a way to let our customers know that our dairy products are always farm fresh, artisanal, organic, etc., however for economical prices. We realize that this is a struggling economy we are living in, and a product that is labeled “organic” vs. a product that is not may be very different prices. We want to cater towards the working American family in an urban environment, somewhere where getting your hands on high quality dairy products can be quite difficult. That is why we have instituted a free delivery service also!

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brand brief diagram.

Our vision and mission for our brand is to produce organic and artisanal milks and cheeses, “farm to ‘fridge,” yet affordable in this struggling economy. We will provide a delivery service via truck to young, urban families that do not have daily access to these fresh products at no extra cost.

» vision and mission.

Our target audience is directed towards young, working-class, urban families who do not always have direct access to fresh, high-quality dairy products.

» target audience.

The customer should care because, if they buy into ‘Hood Domestic,’ they will be purchasing pasteurized, hormone-free, organic, healthier dairy products.

» value proposition.

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>products: organic milk & cheese (feta)

>services: complimentary delivery to urban areas

» key products/services.

>Stonyfield Organic MIlk

>Horizon Organic Milk

>Organic Valley

» key competitors.

>organic>fresh>healthy>hormone-free>gluten-free>affordable>fast, free delivery service

» attributes.

Our logo consists mostly of our name + the multi-colored arrows, which appear on most of our packaging. Our typographical choices are very important in that they must be able to stand [*mostly] on their own- Our logo is strong yet whimsical, bold yet fragile.

HD’s logo has a dual purpose: it is used for both print and screen. For print, this logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers, and product packaging.

This logo is also to be used for all screen work, including websites, banners, and presentations. Additionally, it is incorporated onto our vehicle design.

visual parts.

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HOOD

Rockwell, in our opinion, is a very structured slab-serif font, and we liked the play on this “structured” typeface vs. the loose, not-s0-structured handwritten font underneath of it.

» typography.

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ROCKWELL»REGULAR

HD hand-selected a “moss green” dualing with a “sea green” for the colors of the logo. We are a “farm to fridge” brand, and wanted to incorporate that aesthetic into the branding process. We are also very much into sustainability and utilizing cheap resources when it comes to packaging, so the logo is to be printed on craft paper for every form of packaging. The colors chosen contrast the color of the craft paper nicely.

» colors.

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» vehicle.

Hood Domestic’s delivery vehicle is a classic farmer’s pick-up truck. The open-air portion in the back would act as a refrigerator for the deliverables. Delivery service is available every Sunday from 10am to 1pm.

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HOOD

HD’s second annual Farm Visitation postcard invitation design. It consists of the logo, the farm’s address, the statement/purpose, the date, and a simple line drawing of the famous HD truck.

brand event.» postcard invitation.

HD strives for simple, clean, good design.

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Fall 2012 we will be hosting our second annual Farm Visitation in Lancaster, Pennsylvania. Urban friends & families will be sent a postcard invite [see left] to come out for truck riding, tours, refreshments, etc.

» the farm.

It is an opportunity for our company to show its intimacy and keep good relationships with its loyal customers.

packaging.» delivery bag.

Each and every delivery bag is custom made by our team of designers. A large rectangle from the top of the bag is first cut out, and then replaced with a printed sheet of craft paper containing the logo. It is then hand sewn onto the paper bag.

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» milk carton.

[front]

We use recycled, plastic milk cartons for our packaging. We then paste our label to the front & back- a vertical cut out of a cow containing our logo, and nutrition facts/ingredients.

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[back]

» cheese container.

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Our use of craft paper is reinstated for the design of the feta cheese container. The top of the lid is furnished with a squareish label consisting of a line drawing of a cow again containing the logo and other info about the product.