Graze - Defining The Problem

What the brief is asking:
- Redesign/refresh the logo. The logo needs to be more distinctive and unique than the simple typography it already is. Must communicate what graze is about.
- Refresh the design of the graze box (however structure - size, shape, way its made must stay the same). Outer needs to be kept subtle yet bring excitement to the contents of the box.


What are the problems:
- Brand needs updating, needs to be something modern yet still appropriate for the main target audience of female office workers so still quite formal and sophisticated.
- Their name often gets confused with 'greys' and 'grays' so how can I make it clear it is about grazing and healthy snacking? I could do this in the logo? Maybe alter tagline?
- Must keep existing format to the packaging so the brief is about the surface design and application to the existing packaging.
- I personally quite like the existing appearance of the graze box and do feel it is quite contemporary and appropriate for its purpose so I think the problem here is getting the message across to people who are unaware of what graze is and doing so in the visual aspects eg logo, type and imagery of the packaging.
- Need to portray the idea of the products being sourced from nature yet sold online. This already comes across fairly well in the tagline 'natured delivered' but could I show this even more so within the logo?
- It is stated in the brief that graze buyers appreciate the subtle design of the graze box as personal mail in offices can sometimes be frowned upon. This would allow a larger focus on the inner design of the box and keeping the outer simplistic, yet branded with the logo to make it recognisable (gives me the idea it's like unwrapping a present to reveal the contents?) The brief says to bring excitement to the food inside.


Considerations:
- Outer packaging needs to be kept fairly subtle as it is stated in the brief that graze buyers prefer this.
- Must allow room for address/postage stamp
- The tagline 'natured delivered' should be used although could I expand on this?
- Material of the packaging. However I feel the brown kraftcard stock already in use is a perfect stock as it reflects the natural elements of the graze brand.