Details
Posted: 16-May-22
Location: Remote, Lebanon
Type: Volunteer Globally
Required Education: 4 Year Degree
Salary: n/a
Categories:
Sales/Marketing
Salary Details:
Volunteer Assignment
Develop New Label Design
This is a remote Volunteer Assignment
Background
The USAID funded Farmer-to-Farmer Food Safety and Quality (F2F FSQ) program provides technical assistance to host organizations working in agriculture production and/or agro-processing. Assistance focuses on food safety and quality through remote and in-person volunteer experts who implement planned assignments. F2F FSQ leverage the Global Markets Program (GMaP), owned by the Global Food Safety Initiative (GFSI) which provides a framework of competencies and two toolkits, to help growers and processors conduct a self-assessment to identify where they fall against a Basic or Intermediate Level of food safety and quality requirements.
Problem Statement
The host organization requesting this assignment is a dairy farm that produces and processes milk into traditional cheese types such as local cheese, Halloumi and Akkawi cheeses, yoghurt and some yoghurt derivatives, in addition to experimenting on international cheeses. These products will then be sold in the boutiques of the “Vallée Blanche” or in other points of sale such as exhibitions, restaurants, and markets.
The host organization wants to introduce their products to the market with a new uplifted image essential in gaining customers trust and highlight the high quality of their products. Currently, the host has a basic label featuring the brand logo with some additional information stated such as the expiry and production date. The host aims to modify their current label to be compatible with the market requirements and needs. However, the host lacks expertise in the domain of professional branding for dairy products. Thus, the host is requesting an expert who has worked on branding and marketing and knows what image should be created for such product line to review their branding and advise on modifying or designing a new one.
Objectives of the Assignment:
Objective:
- To create a host’s brand image.
- To create an identity that will differentiate the product and help build trust and loyalty.
- To review the current branding and design logo, product stickers, and brand standards to marketing material
- Educate the host on social media and brand management
Outcome:
- Brand image of products developed
- Logo, product stickers, and brand standards for marketing designed
- Increased marketability of the products produced by the host
- Knowledge acquired on social media management
Scope:
During the COVID-19 pandemic and the challenging economic situation the country is currently passing through, food industries are doing their best to increase their sales, especially with the reduction of product imports. This includes accessing new markets, mainly export markets, which will enable them to increase their income thus sustaining their business.
Product labels are an important legal requirement that helps consumers make their decision on foods they intend to buy and help them identify the best way to use and store a specific product. Moreover, food labels are an important marketing tool which plays an important role in drawing consumers' attention when shopping. In addition, a well-designed and unique label will help create the brand's identity and lead potential customers to think of purchasing the product.
The host organization, being a producer of milk and processor of dairy products, aims to increase their marketability by improving their branding. As such, they are requesting the assistance of a labeling/branding expert to review and create a new brand image for the host’s product. This will include the message the company wants to communicate with the customers. This brand image should create a differentiated presence of the product and help attract customers and retain their trust and loyalty.
In addition, the host will work with the volunteer expert to uplift their existing label based on the market labeling preferences to increase their competitiveness to other similar products found in the market. The aim is to provide a new image for the company’s products while preserving the company’s vision. The host organization will share with the volunteer expert the organization’s history and evolution. In addition, the host will provide the expert with all needed information such as package size, information regarding the product ingredients, weight, and nutritional data.
Deliverables
Each volunteer must submit a Final Report to the F2F Program, which includes the following sections:
- A summary of tasks and observations from site visits
- A list of 3-5 specific and actionable recommendations for the host organization(s). The recommendations are very important to the program as we use them to track host adoption of recommendations and the impact on hosts’ farms and businesses. These recommendations will be reviewed during the debriefing session with country staff at the end of the assignment and the volunteer may revise them in their Final Report.
- A section listing the assignment objectives above and how they were met or why they were not met.
- A short summary of the assignment with relevant photos that can be posted on the F2F volunteer blog
Qualifications
The recruited volunteer is expected to have the following skills and qualifications:
- Educational degree: University degree in Graphic design with focus on branding (or other related field) with practical experience in Dairy food products.
- More than 3 years of practical knowledge and experience in branding food products and designing logos and stickers.
- Practical knowledge and experience in managing social media platforms is a plus
- Training Skills, including training in group settings.
- Good writing and computer skills
- Available for this assignment ASAP
