• A$200

• 17 designs

• 4 designers

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Packaging Design Brief

Background
Kosher food, particularly meat, is extremely expensive. The general perception is that the prices are unfairly manipulated.

We are introducing a new Kosher certified chicken that is expected to be 40% to 50% less for the consumer. This is a challenge to the established Kosher agencies.

However we face significant obstacles in reaching and wining the confidence of the Kosher consumers. There is a very powerful allegiance towards the congregations by their congregants. A new Kosher certification is suspect and will of course be condemned by the establishment.

8 to 10% of the Kosher community are loyalists and will not consider any other certification but their own congregation's.

We are aiming at the younger age 20 to 45 YO sector, who do not have such strong allegiances to the congregations, have young children, are concerned in broad terms for Jewish continuity and traditions.

BRIEF
we are looking for packaging that reflects a
FRESH approach to Kosher Certification
a break with the old system BUT ABSOLUTE adherence to Kosher traditions
INNOVATION WITHIN TRADITION
UN-COMPROMISED Kosher standards
FAIR prices
a FUN and slightly rebellious posture
the brand name is HOLY COW KOSHER CHICKEN - it wont cost you the earth . . . . and it tastes like you're in Heaven

The uploaded image is a concept idea - I am happy to see it improved or dispatched and replaced - I would like to see something a little bit cheeky and playful [could be better portrayed in the cow's eyes and mouth I think], Background
Kosher food, particularly meat, is extremely expensive. The general perception is that prices are unfairly manipulated.

A fairly new certifier, who so far has not certified meat, is introducing Kosher chicken that is expected to be 40% to 50% less for the consumer.

However we face significant obstacles in reaching and wining the confidence of the Kosher consumers. There is a very powerful allegiance towards the congregations by their congregants. The new product will be attacked by the establishment Kosher certifiers.

8 to 10% of the Kosher community are loyalists and will not consider any other certification but their own congregation's.

We are aiming at the younger age 20 to 45 YO sector, who do not have such strong allegiances to the congregations, have young children, are concerned in broad terms for Jewish continuity and traditions.

BRIEF
we are looking for packaging that reflects a
FRESH approach to Kosher Certification
a break with the old system BUT ABSOLUTE adherence to Kosher traditions
INNOVATION WITHIN TRADITION
UN-COMPROMISED Kosher standards
FAIR prices
a FUN and slightly rebellious posture
the brand name is HOLY COW KOSHER CHICKEN - wont cost you the earth ... and it tastes like you're in Heaven

The uploaded file can be improved or discarded - I was looking for a cheekier cow face

Target Market(s)

8 to 10% of the Kosher community are loyalists and will not consider any other certification but their own congregation's.

We are aiming at the younger age 20 to 45 YO sector, who do not have such strong allegiances to the congregations, have young children, are concerned in broad terms for Jewish continuity and traditions.

Industry/Entity Type

Community

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Look and feel

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