"oh, for the Love of Maple"

Sugar Joe's Pure Maple Syrup

(we may add one at a later date)...

We currently produce a premium price point 100% Pure Massachusetts Maple Syrup (it is high end priced, retail). THIS NEW BRAND is a non-related brand to our name brand, still high-quality, but aimed at the cost-conscious consumer at a lower price point, and made from a blend of regional maple saps, rather than "exclusively Massachusetts" Maple. It needs to stand out on the retail shelf with a more fun, stylized "Sugar Joe" farmer character, bright use of color (Reds, Yellows/Golds, etc) eye-catching against the usual "maple leaf" or "buckets-in-the-woods", earth-tone images on most Syrup labels. Sugar Joe is actually a play (nickname) on our Owner and Sugarman, Joe , but wants no recognizable refernce to his actual features. This brand will be kept separately distinguished from our name brand in all ways to achieve additional/alternate and competitive marketshare in the Northeastern U.S. Maple Syrup market. We want an organic product feel married with a fun, approachable but (a bit) humorous character(and his dog) leading the image/identity.

Sugar Joe character is a friendly, robust, perhaps a little ruffled, true-farmer guy who taps his own trees, hauls and boils it into syrup, and bottles a quality, valued product. He often wears a flannel shirt with overalls, or a Carhart (brand of a work coat) a truckers/farm cap, beat up work boots and may be a bit scruffy bearded or shadowed faced. He is always companioned by his huge (St. Bernard) dog. We have rejected previous charactures looking too simplified: too Archie & Jughead-ish (a U.S. cartoon) or not approachable or authentically farmer-like enough (see samples attached).... not to get a "wow" hehe, he looks like a fun guy!" when seen on the store shelf against an array of same 'ole "maple leaf" logos. The logo must fit and easily tranform into horizontal space of two sized jug labels: a pint and a half-pint jug, plastic-- they are a tan-beige color with a brown cap. (a picture and dieline dimensions attached). Additional pre-questions or requests for clarifications welcomed!