Re-branding of Ma Pause brand La convocatoria ha terminado
eYeka Express

Attract Millennials to Ma Pause by reinventing the logo

Comienzo 1 de septiembre de 2016 Fin 18 de septiembre de 2016 23:59 UTC Deliberación Resultados noviembre de 2016
Comienzo
1 de septiembre de 2016
Fin
18 de septiembre de 2016 23:59 UTC
Resultados
noviembre de 2016
Brief

Contexto

It’s not just kids who love fruit purees. Adults love them too, and to please them, Materne has created Ma Pause Fruit (My Fruit Break).

Ma Pause Fruit is a very good blend of fruits and berries served in a 120 gram pouch (instead of the standard 90 g, so the dose makes more sense for adults). It has an intense and delicious taste, much more than any other fruit puree for kids. It’s very close to the original fruits since it has no preservatives, no artificial aroma, and no added sugar. It’s very convenient. People take it when they leave home and consume it on-the-go.

Young urban and active adults like to snack; they must indulge at some point of the day. But snacking (especially in France, the only place where Ma Pause Fruit is sold) has a bad image. It’s seen as something to be avoided, because most of the snacks are full of fat and sugary.

Unfortunately, most French Millennials don’t even know that Ma Pause Fruit exists. If they did, they would love it!

The brand will evolve and will not be made of 100% fruit in the future. In the near future, the pouch might contain other healthy ingredients like cereals, for example. The brand name will then be changed to “Ma Pause” (My Break). It needs your help to get a new logo and re-invent its branding to appeal to young adults and be seen as the brand which makes snacking breaks an acceptable pleasure.

Desafío Creativo

Create a new unique and appealing logo and a key visual for Ma Pause, to express the healthy, yummy, on-the-go snack.

Today, the logo is seen as very rational. It does not tell any story and does not convey any emotion.

The objective is to create a new logo and a key visual that will not only express emotions, but identify Ma Pause as the acceptable snack adults look for. Because it’s healthy and always will be, adults can indulge whenever they want. They have the right to do it, and Materne encourages them to do so.

Have in mind that Ma Pause is individual, and is consumed in a “me-moment”, not shared. Either in front of a computer at work, while driving or in a long chair at the beach … it’s there to help me relax and brings me pleasure without guilt.

Your entry must be made of a logo and a key visual to illustrate your creative concept. The logo should be unique, original and tell the story of a healthy snack for great individual moments. It should be something that is easily understood.

The key visual aims to illustrate your creative idea and represent the brand universe.

Please add a page of text that explains your concept. Tell us what’s the idea behind it and why you chose this font, these colors, these dynamics etc.

Have in mind the no-gos and the must-haves:

  • Emphasis should be made on the word “Ma” (“my”) as it’s a key element of the product (a product for me).
  • The Materne logo must be part of the logo as today and it should not be changed.
  • Only reference to natural products (not too many colors, for example).
  • Don’t add any text to the logo. It should read: Ma Pause.
  • No link to functional products.
  • No industrial / transformed products.
  • Even out of the packaging, the logo should express and transpose the universe and the brand story.

Consejos

Te damos estos ejemplos para que te hagas una idea de lo que espera el cliente. Por favor, no lo uses en tu presentación, de lo contrario, será rechazada.

Think about how a logo can communicate the “me-moment” and the healthy snack. Don’t forget pleasure!

Be creative and smart.

Premios

Premio del Jurado

  • #1 Premio 1.500 €
  • #2 Premio 1.000 €
  • #3 Premio 500 €

Formato

Three-page presentation: first page with logo, second one with the key visual, third page made up of explanations.

Criterios de Selección

The client will select the ideas that best express the values of the brand and are catchy. The emotional element is key to winning, too.

Pautas

Pautas para esta convocatoria

  • Brand personality is:
    • SIMPLE & NATURAL, to please yourself without a complex.
    • YUMMY, intense in fruit taste.
    • JOYFUL, young and especially feminine.
    • MODERN, and convenient.
    • ON-THE-GO, to eat & enjoy everywhere.
  • This is a product for adults. Don’t mistake the product with Pom’Potes, which is Materne’s brand for kids in France.
  • Use the pack provided to put your logo on. And upload your logo as a stand-alone, too. All assets are in the creative toolkit.
  • Entries should be in English or French.

 

  • Las entradas seleccionadas serán utilizadas en la Internet. Las autorizaciones y licencias para utilizar elementos protegidos (incluso música, fotos…) deben ser comptatibles con la difusión en la web. Debes poder proporcionarnos una prueba escrita de estas autorizaciones y licencias en cualquier momento.

Pautas estándares de eYeka

  • No muestres ningún dato personal en la presentación (nombre, número telefónico, dirección de e-mail, etc.)
  • Mantén una versión de alta calidad en tu creación para ser utilizada en caso de ser seleccionado ganador.
  • Tu presentación debe ser tu propia creación para ser considerada en la convocatoria.
  • Debes obtener una autorización escrita de cada uno de los autores y actores que hayan participado en el vídeo.
  • Si has utilizado obras (música, fotografías, diseños, etc.) de otros autores, indica en la descripción del medio utilizado si la música y/o las imágenes empleadas son de tu propia creación e incluye enlaces a la licencia que te otorgue los derechos de uso de dicha música o imágenes.
  • eYeka te pedirá que proveas pruebas escritas o una copia de todos los documentos escritos confirmando la autorización a eYeka y a sus clientes para utilizar los medios según los términos de las Reglas del concurso.
  • Cualquier presentación que no cumpla con estas regulaciones no será considerada para el concurso.