Ploom Designs Sweet and Savory Identity for Personal Chef Service
Branding & Design Firm Helps to Brand Personal Chef Service
Providence, RI. (PRWEB) April 17, 2006
Ploom (www. ploom. com) recently combined creativity and science to design an unmistakable logo and identity for Boston's Sweet & Savory Personal Chef Services (www. sweetandsavorychef. com). Services provided by Ploom in its unique research-led design approach included Brand Positioning and Development, Identity Design, Design Research, Design Guidelines, and Stationery. Utilizing a thorough and distinctive research, testing and creative process founder and chief strategist Haig Bedrossian calls "plooming," the resulting identity includes a truly delectable logo, and colorful materials that are elegant yet instantly recognizable, incorporating a sense of sophistication as well as the taste, warmth and approachability so distinctive to Sweet & Savory.
Ploom's branding specialists began work by first determining how to best differentiate the service in what can be a crowded and competitive market. They first conducted a survey of 30 participants to assess how people typically view personal chef services, finding that most viewed them as a luxury service for special occasions, however that most respondents would also love to have the support in preparing dinners as their lives get more busy day by day. At the same time, they also undertook a detailed competitive audit of personal chef services in the Boston area, and determined that most such services either presented themselves as being very high-end (i. e. expensive) or conversely (especially among the startups) often came off as slightly amateurish.
Ploom's own conclusion after its analysis for Sweet & Savory was that, as founded by talented local chef Andrea Silver, it was a personal chef service with potential for greater accessibility than either of these, with a warm and personable style that was both sophisticated and approachable. "Our goal was to create a brand that was both sophisticated and playful, making it easy for people to approach this type of service as a viable and affordable new part of their lives," comments Ploom founder Haig Bedrossian. "However, we also didn't want to lose or underplay the importance of the superb quality of Sweet & Savory's services, so we maintained that as part of the positioning, as well. We achieved a balance by using the appropriate visual cues in the design. Certain visual elements trigger or cue a particular perception and meaning for people, so in some ways, we were more concerned with the response than the design itself."
Ploom's research-led approach to branding and identity was especially valuable on this project. Testing at various stages throughout the design process allowed the Ploom team to ensure that it was generating designs that resonated with audiences and clearly communicated what Sweet & Savory was all about. Because of this more analytical approach, the team was able to make subtle changes or revisions based upon survey feedback, ultimately refining and creating an identity that scored high with audience demographics of all types.
The resulting identity and associated logos and materials are as delectable as the food at Sweet & Savory -- fun, sophisticated, and instantly recognizable. With its stylized little figure of a "chef on the go," Sweet & Savory's look and feel incorporates both whimsy and elegance, with a striking logo, cool colors, and an uncluttered, spacious visual sophistication.
"In developing a logo and identity for my company, Haig first conducted a thorough research process, asking me a series of detailed questions about my services and the market I was trying to reach," comments Andrea Silver, founder of Savory & Sweet Personal Chef Services. "Using this questionnaire helped me to flesh out ideas for my company, and to think about how I wanted to be perceived by my clientele. Haig was able to then take my input and develop a logo that represented both sophistication and whimsy -- a sophisticated edge, without being too stuffy. The resulting logo is both memorable and fun."
About Sweet & Savory Personal Chef Services
After leaving the education field, Andrea Silver decided to fulfill her passion and entered the Boston University Culinary Arts Program, honing her skills and training in the intricate cooking techniques and methods used for a variety of cuisines. Andrea has since studied with some of the top professionals in the business, such as Jacques Pepin, Michael Schlow and Mary Ann Esposito. In founding Sweet & Savory Personal Chef Services, Andrea brings a special and affordable experience to her customers' tables, choosing the finest ingredients and preparing delicious meals for them to enjoy in their own homes. Whether to assist busy single professionals on the go, families or expectant mothers too busy to cook, or simply those desiring a delectable meal prepared for a special dinner event in-house, Sweet & Savory services can take place on a weekly, bi-monthly, monthly or on an as-needed basis. Sweet & Savory Personal Chef Services offer something for everyone, and will work with customers to create a service plan that fits their individual needs.
For more information on Sweet & Savory Personal Chef Services, and for a free initial consultation, please contact Andrea Silver.
About Ploom
Through his acclaimed visual communications and design office Ploom (www. ploom. com), designer Haig Bedrossian is known for providing creative design, branding and identity solutions and integrated marketing for a rich variety of media. The studio (whose unique approach is referred to as "plooming") works seamlessly across different media to create a complete visual communications strategy, designs differentiated brand communications, and creates the brand proof and visual triggers that connect to an audience and create a meaningful experience. In accomplishing its magic, Ploom's creative tools include such equipment as a Macintosh G5, as well as such programs as AfterEffects, Illustrator, Photoshop, and Macromedia Flash.
Ploom offers design services for companies of all kinds, including Identity (Brand Strategy, Visual Identity, Graphic Standards, Launch Communications), Print (Stationery, Marketing Collateral, Advertising Design), Motion (Channel Identity, Show Opens, Motion Graphics) -- and more. The company has created visual strategies for small brands and large, including such names as Truth, Powderhouse, Oxygen, 13th Street, and more. Ploom continues to break new ground in the field of design, and the company’s ongoing investigation into new forms of visual communication and creative expression promises results that are provocative and compelling.
About Haig Bedrossian
The founder and creative spark behind Ploom, Haig Bedrossian is an acclaimed brand strategist and creative with over 10 years of professional design experience in Canada and the U. S., and who has used his work to create the faces of a rich variety of entertainment, consumer product, and institutional clients. Before founding Ploom, he worked as a Design Director for such companies as Hatmaker and Razorfish, as Art Director for Bravo Canada, and as lead designer with Interbrand. Over the years, he has worked seamlessly within branding and identity design, broadcast design, print design and interactive media, designing everything from broadcast identities to logos to websites. He has designed the visual identities for such immediately recognizable brands as Oxygen, Truth Consulting, Upromise, Powderhouse and the popular European television channel 13th Street for Universal Television, among many others.
A gifted artist and creative on a variety of media fronts, Bedrossian has won a variety of awards for print design and screen design from The American Institute of Graphic Artists, Graphis and the Graphic Designers Association of Canada. His short film Organized Chance was screened at The Museum of Fine Arts Boston, Harvard University, and at Underground Film Revolution (Boston). He holds a B. A. in Visual Communication Design and Animation from Ontario College of Art & Design (OCAD), Toronto, and is also currently pursuing a part-time MBA in Design Management from the University of Westminster, in London, U. K.
To speak with Haig Bedrossian directly about Ploom or his recent project for Sweet & Savory, please call (401) 273-7070.
Meanwhile, for further press releases, pictures, design samples, or PR materials on Ploom or Haig Bedrossian, please call publicist Angela Mitchell at (904) 982-8043.
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