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Jack's Best is a series of video cooking videos aimed to help single guys create a dish that will impress their dates. These dishes are simple to make, inexpensive and impressive.
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The logo is targeted at single guys ages 18-34. So the logo must be masculine enough. I liked the logo for Top Chef and Iron Chef. The emphasis is on the knives which is masculine since guys like weapons. Because it's my best recipes, it needs to be branded with a character. Whether that's possible or not, I don't know. Ideally, yes but the masculine logo characteristics are more important than the character.
The product is going to be priced relatively high for a cooking product. So I want to communicate quality. The typical person who would buy this can afford this as they are trying to do things to impress a girl anyway. They would buy a high priced product to learn about how to impress a girl through cooking while not needing to spend a ton on the ingredients. Making a dish is always less expensive than going out.