"To design a food and beverage line for a mock-brand named Aero, set up to be Target's subsidiary brand. We set up Aero's brand promise as "Expecting more from life," which promises customers with higher expectations and experience.
Bon Santé's goal was to be a product line that made good food easy; easy to open, eat and enjoy. It is a tough task for a gourmet line to be, but high-quality product line should be simple and functional. The tagline, "Good food & good health" was created to embrace the promise.
The solution came out of our thinking of expecting more from the products we wanted to buy. Important aspects were for the products to be visible, while maintaining visual quality. A simple mark, along with clear product description and labeling was established to achieve a line that maintains its promise."