Pioneering culinary tourism in the north-east of India

FSM Foodtrails is sustainable food tour agency that curates countryside culinary experiences with ethnic tribes for travellers, researchers, bloggers who seek rustic unexplored place experiences. The agency believes that through authentic food one can know a place, its people & culture. They achieve this by training ethnic tribes in hospitality and by providing them sustainable livelihoods through these tours.

Services

Brand Strategy & Brand Identity Design

Client

Mitali G. Dutta

Year

2022

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Project Goals

- Develop branding strategies and execute the launch of the selected brand name with a cohesive and impactful approach.

- Enhance messaging and craft compelling taglines to effectively convey the brand's values and offerings.

- Create detailed brand guidelines to ensure consistency across all brand elements and communications.

- Conduct thorough target audience research to inform marketing strategies and optimize audience engagement.

- Design and produce business development materials including visiting cards and other merchandise to enhance brand visibility and engagement.

Getting to know the brand

The brand's purpose is to empower impoverished villagers, offering them opportunities for a better life through market linkages, capacity building, and digital marketing. They provide a uniquely curated culinary experiences while ensuring sustainable and responsible tourism practices. They accomplish this by including tailored training for hosts and meticulous management from start to finish.

Brand Positioning

Positioning Statement

FSM Foodtrails culinary tours is the only travel experience in Asssam, India that benefits local village communities in a sustainable model while delivering an authentic culinary experience.

Brand Archetype

Heroic Sage

This archetype embodies strength, leadership, and wisdom sharing it thoose around them and offering a balanced approach to overcoming challenges

Customer type

Experience Seeker

This customer is a dedicated traveler seeking unique experiences. They prioritize authenticity and are willing to invest in enriching encounters that resonate with their interests and values.

The thought process behind the logo and brand identity of FSM Foodtrails embodies a harmonious fusion of personal touch and premium experience. The logo features a wordmark divided into two parts: "FSM" and "Foodtrails."

"FSM," representing the parent company, is rendered in a cursive font, symbolizing a personal touch and connection. Its cyan blue color anchors this aspect, adding vibrancy and personality.

Conversely, "Foodtrails" is crafted in a serif font, evoking a sense of sophistication and premium quality. The use of grey further solidifies this notion, imparting a sense of elegance and refinement to the brand identity.

Together, the logo communicates a blend of personalization and premium service, setting FSM Foodtrails apart in the culinary landscape.