Which of these 4 is the best choice? (Positioning Question)

by jkhdsf
6 replies
Help Me Create A Clear Brand Msg For A Culinary Company


Your opinion would be valuable on this. I'm creating clarity in a foggy brand identity.

1) Which of these is most compelling
and
2) What do you think the product or service is after reading each sentence?


A. Food from the wild, passionately prepared
B. Food from the wild, cooked by a chef
C. Wild Food. Fine Dining.
D. Foraged Food. Fine Dining.
#choice #positioning #question
  • Profile picture of the author Aussieguy
    (1) (b) or (c)

    (2) What do I think the product service is?
    (a) I don't know and it sounds silly (don't like the "passionate")
    (b) I'm now thinking game meats, prepared by someone who knows what they're doing
    (c) Ah. I'm now thinking the same thing, but along the lines of fine dining (obviously)
    (d) Now I'm thinking more vegetarian. As in, wild mushrooms, wild greens and the like. I'm also now worried that I'm going to have to do some of the work.
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  • Profile picture of the author HypeText
    Originally Posted by jkhdsf View Post

    Help Me Create A Clear Brand Msg For A Culinary Company


    Your opinion would be valuable on this. I'm creating clarity in a foggy brand identity.

    1) Which of these is most compelling
    and
    2) What do you think the product or service is after reading each sentence?


    A. Food from the wild, passionately prepared
    B. Food from the wild, cooked by a chef
    C. Wild Food. Fine Dining.
    D. Foraged Food. Fine Dining.
    I don't know that I would call it "Food from the Wild"...Perhaps call it "Exotic" or something to that effect?

    I don't care how passionately a person prepares food...if they can't cook its still gonna be bad!

    Chef's don't "Cook", thats what "Cooks" do...Chefs prepare, create, etc.

    My cousin attended the Culinary Institute in Paris and I remember him getting offended if I implied he "cooked" for a living.

    Foraged Food? We talking insects, berries, acorns and the like?

    Here is the Definition of the word...

    for·age (fôrj, fr-)n.1. Food for domestic animals; fodder.
    2. The act of looking or searching for food or provisions.

    v. for·aged, for·ag·ing, for·ag·es
    v.intr.1. To wander in search of food or provisions.
    2. To make a raid, as for food: soldiers foraging near an abandoned farm.
    3. To conduct a search; rummage.

    v.tr.1. To collect forage from; strip of food or supplies: troops who were foraging the countryside.
    2. Informal To obtain by foraging: foraged a snack from the refrigerator.

    Just doesnt come across as inviting to me...
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  • Profile picture of the author Aaron Doud
    Where is the food from? I guess I don't understand what "wild" means. Tell us a bit more and maybe we can help bring together and idea that pops as a group.

    If it is "game" why not "Fresh Game. Fine Dining"
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    • Profile picture of the author Austin Rose
      Hi

      Here is my answers...


      A. Food from the wild, passionately prepared
      Well, this to me sounds like I'm out camping and/or hunting and I'm about to get naked while cooking.

      B. Food from the wild, cooked by a chef
      This sounds weird, because it doesn't sound professional since I agree with the above statement that food is prepared by a Chef...almost sounds like the Chef went out and shot it himself and cooked it in the backyard.

      C. Wild Food. Fine Dining.
      This still sounds weird, in my mind, fine dining doesn't involve anything wild.

      D. Foraged Food. Fine Dining.
      This brings an even weirder picture in my mind of bugs, plants and the like..and again, doesn't go with fine dining.

      My suggestion would be with the above for-mentioned...exotic food, such as
      Chef prepared, Exotic Fine Dining.

      I'm going to have to say that I think it is some type of wild game such as goose, squirrel, rabbit, deer..etc..along with organic vegetables/produce.
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  • Profile picture of the author jkhdsf
    Thanks for all the feedback guys. Some great questions popping up.

    I'm actually chuckling to myself a little here because in some cases, what we are talking about actually IS the chef going out and shooting an animal herself and then cooking it up in a Secret Supper Club (underground, quasi legal restaurant), and serving it to fanatical foodie customers.

    So, some examples of services provided:

    Secret Supper Club: Chef finds exciting wild ingredients and runs a secret 'one time only' dinner, out of her basement, a backyard, a flower shop, an abandoned factory, a cabin on a lake, etc. (whatever suits the emotion she wants her guests to feel)

    Crabbing Catch & Cook: Guests are taken out to catch their own crab, and then their chef and guide brings it back to shore to prepare for them, a 3 course, black tablecloth, fine dining meal on the beach

    Snowshoe Feast: Guests follow their chef and guide on snowshoe, through quiet winter forest, up a gentle sloping mountain until the trees open up and fantastic views are enjoyed while a 3 course, black tablecloth meal is served, featuring wild, local cuisine

    As for the seemingly confusing juxtaposition of Wild/Foraged Food with Fine Dining...that's the hook. It's meant to have you almost scratching your head at such a ludicrous combination.

    Does this clarify things?
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