I’ve spent most of this week familiarizing myself with my brand. I’m pretty sure I know the inventory of Tastykakes at all the Giants in the West Chester area better than the rep. I’ve also visited several several convenience stores and a Walmart. I have discovered that the inconsistencies of in packaging are enough to drive someone crazy. In one store, the same product was placed on different shelves with different packaging. It was terrible. I have also compared their packaging to the competitors. Although the Tatsykake look is better than Little Debbie by far. It lacks the sophisticated, clean aspects captured in the Entenmann’s packaging.
After stalking the pastry isle in the local grocery stores, I took to social media to hear what the people have to say. I’ve read a lot of complaints about the pies specifically. People on their Facebook were complaining about the size and the addition of the aluminum pan. This is an aspect that I was considering doing away with. I feel as if I need to spend more time examining the comments on social to learn more about the consumers.
I also started to do some research on logos for bakery’s. I found that most commercial, bigger bakery’s have an industrialized look and feel. On the other hand, most smaller, specialized bakery’s have a more homey, fresh, hand-made feel to their design. In some ways I feel like the new look of Tastykake should harness aspects from these example. The company started locally and has grown immensely in the past 100 years. However, they claim that they stay true to their roots. I think their branding should reflect this. I spent some time sketching concepts for the logo redesign. Part way through the process I need some tasty inspiration. (I’m going to gain 20 lbs. from this project!) After sketching a bit, I starting gathering some fonts to possibly use as well.
Don’t forget to check out my Pinterest Board.
I also updated my Timeline to be more like a Gantt Chart to help manage my time better. JDiSciullo_Timeline