I have been developing tag-lines to develop amazonfresh’s tone of voice.
I have been working with the language in the brief, which is very descriptive.
After brain-storming ideas in my sketchbook, I then digitally produced those that I thought worked best. Above is my first exploration of ideas, which I thought was doing well, until I got to the last one (bottom right), I thought this one was much more balanced and successful than the rest. After that, I then re-postitioned all of them to mirror the bottom right layout (below).
I think these layouts are much more balanced, and flow a lot better, I think they are much more successful.
In particular I think:
“Specialist merchants are only a tap away”
“Local shops and markets, all delivered in one-hour slots”
“Independent local suppliers, all in one place”
Are the most successful because they concisely explain amazonfresh’s mission.
After working with messaging, I felt comfortable adding two more brand values:
well-disposed: A positive, sympathetic, or friendly attitude towards something.
helping independence: Giving a helping-hand to independent businesses and traders.