Question

Topic: Branding

Sunbutter And Jelly Sandwiches - Name And Logo?

Posted by Anonymous on 5/6/2008 at 1:58 AM ET 500 Points
Many children are developing allergies to peanuts. This rising statistic is alarming, but more so is the idea of eliminating a staple commodity for public school lunches. Say hello to SunButter (https://www.sunbutter.com/).

The company that manufactures SunButter, a peanut butter "substitute" that tastes excellent, is a new alternative to peanut butter. They are partnering with a development group to expand their product into the pre-made sandwich industry, similar to Smucker's "Uncrustables." I have been asked to come up with a branding of this new pre-made sunbutter and jelly sandwich.

The target audiences are:
1. Parents with children having peanut allergies
2. Families with fast-paced lives or latch-key kids
3. Public school commodities buyers

I have an initial idea of a name, but for some reason I can't get past that single idea: Sunwiches. The idea I had for a logo would be something akin to a sunflower coming out the top of a lunchbox with a "bite" taken out of it.

Any help or ideas that you can throw at me regarding alternative names and logos, or anything else you can think of, would be greatly appreciated.

(This product is not owned by SunButter, and therefore will not have access to SunButter's branding/logo.)
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RESPONSES

  • Posted by Jay Hamilton-Roth on 5/6/2008 at 8:54 AM Member
    (Aside: the Mono-Diglycerides in Sunbutter Creamy & Honey-Crunch are quite bad for one's health)

    SB & J
    PB-free & J

    As far as a logo - How about a sunflower whose center is filled with jelly?
  • Posted by Levon on 5/6/2008 at 12:49 PM Accepted
    I would emphasize the sun more so than the sunflower. For some reason the idea of eating flowers might not appeal to the mass market segment of the population. I think hippies and the natural food market may take to it well though. I would have a cascading sun in the background of the packaging with sparkles coming off a sandwich with a creamy layer of the butter.
  • Posted by Markitek on 5/6/2008 at 5:18 PM Accepted
    Your original idea is clever. Don't futz around with a good thing. Stick with it.
  • Posted by Frank Hurtte on 5/6/2008 at 9:37 PM Member
    A sandwich with a bright sun beaming from it would be really cool....

    I like sun better than sunflower.
  • Posted by Mushfique Manzoor on 5/8/2008 at 1:14 AM Accepted
    hi there

    some good ideas, my 2 cents for name, tagline and logo are...

    name: "Sun Jelly"
    tagline: "Add Sun in your life"
    or "the sun in your life"


    logo: Sun(with its center, jelly like face of a happy kid) coming out of the sandwitch (being used as a horizon)

    hope this hlelps

    cheers!
  • Posted on 5/8/2008 at 9:33 AM Author
    I've enjoyed seeing the responses and appreciate all of the feedback. It has been tough for me to get past that initial concept I came up with, so there have been some things here that have helped add a few more ideas.

    Mushfique, at first I looked at your ideas and was apprehensive about SunJelly, but I really like that idea now that I've thought about it. My first thought was "We're not working on sunflower-based jelly, rather sunbutter and jelly." Then, of course, I saw your thought process. Thank you for showing a different concept.

    skoobie99, I agree that any reference to peanuts is not a great idea, and that was the plan to exclude that word (except, I'd imagine, to the public school commodities sale options as an explanation for their purchasing agents). I don't know how far we can get from "butter," though, as that is the commonly accepted name now for spreads such as this.

    Once again, thank you, all, for the ideas and I would welcome any more suggestions.
  • Posted on 5/8/2008 at 2:28 PM Member
    Living with a major food allergy myself has made me into a rabid label reader, as are most of us that must do this for our well-being.

    Suggestion: fun name such as-
    SunnySammies

    Tagline - Ingredients you can trust your allergies to.

    Label Info Line on front
    - SunButter and Jelly sandwiches - NO PEANUTS
    A grab-n-go premade sandwich.
  • Posted on 5/8/2008 at 2:33 PM Accepted
    Addition to previous post -

    Go to any foodstore and look at the packaging for people with wheat allergies.

    All the packages have on-the-front large-printed assurances that the product is GLUETEN/WHEAT FREE.

    It's the main thing I look for.

    One of my favorite books is "Don't make me think" by S.Krug- a usability specialist. I would also say "don't make me look" for small print labelling when your target market is people with allergies.
  • Posted by jcasalou on 5/8/2008 at 4:55 PM Member
    If you want to brand it as a healthy substitute I would suggest removing "butter" all together.

    SunSpread Funwiches -

    Made with _____ flavor jelly and all natural ingrediants. Best of all it's peanut free!
  • Posted by Vigyan Verma on 5/9/2008 at 3:04 AM Accepted
    Sunwich is a smart idea that should be retained for the following reasons:
    1. Going by what you've stated, sunflower butter seems an emerging alternative to peanut butter therefore having it as part of your brand name could provide credibility.
    2. Sunwich also aptly and succinctly describes what the brand stands for. You may have the first mover advantage if promoted well. It could even acquire a generic status.

    I would suggest the tagline as "Spreading health". There's an obvious pun on spread. And health doesn't need too much of selling given the growing concerns on it. (An aside thought, if you were to be marketing a Sunbutter you could have called it Sunspreads-The healthy spreads). The word butter is avoidable. It brings in non-healthy connotations.

    A prominent, upfront display of NO PEANUT BUTTER on the label, in addition, would also act to reassure the
    buyer.

    Visually, sunflower could be an obvious starting point. Precisely why we should avoid it as the overriding visual. Me too brands would do that anyways. Nor should we attempt to confuse the consumer by showing sun. The focus can be on the product itself (sandwich) with sunflower in background as a mnemonic.
    You could also explore typography. Imagine a reflection (inverted image) of the word 'Sunwiches' falling below it and separated by a thin or thick light yellow (?) line that stands for the layer of spread, with the entire graphic encased in an outline. It's like you're seeing a cross section of a sandwich. Further, you could show parts of a sunflower through the alphabet S (the S you get in stencils). You may throw in any other health connoting element if it's part of sandwich garnishing (lettuce etc).

    Vigyan Verma
  • Posted on 5/12/2008 at 3:33 PM Author
    I'd like to thank everyone for their contributions and I am definitely taking everything to thought.

    This is an interesting time of transition for me, as I have been asked if I'm interested in taking up a position for a startup company as their brand manager. This should be an adventure as I do not have any formal training in marketing, and I am trying to learn everything there is.

    Any advice, I'd be appreciative for pointers on that as well.
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