By a. scissons Welcome to… We serve organic food, Fair trade coffee and an unabashed love for all things natural. Nigel The Design Conspiracy: Picture.

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Presentation transcript:

by a. scissons Welcome to… We serve organic food, Fair trade coffee and an unabashed love for all things natural. Nigel The Design Conspiracy: Picture of Nigel is a nice touch. The Design Conspiracy: Picture of Nigel is a nice touch.

by a. scissons Our World Revolves Around the Blackboard …and our foodies The Design Conspiracy: “Our world revolves around the blackboard” we like that. The Design Conspiracy: “Our world revolves around the blackboard” we like that.

by a. scissons Our Foodies are not tree-hugging granolas We bring together food lovers from all walks of life with only a love of natural food in common. OrgAnarChie Foodies (OFs) are busy, energetic and connected to what´s important in their lives. They laugh at Zac´s silly jokes, and like hearing about our latest brew of FT coffee. A select few have smoothies named after them… while most just drop in for a smile and a coffee on the way. Why are OFs eating organic? We´re convinced its for the taste,… and not a crazy health obsession nor for their social conscience. The Design Conspiracy: There are some nice touches in here. The bit about Zac’s jokes. The Design Conspiracy: There are some nice touches in here. The bit about Zac’s jokes.

by a. scissons Here´s our Problem,… We have 7 locations (in London) and have thought about expanding. Our Chelsea location is not doing very well. Our marketing and branding efforts begin and end with our chalkboard… therefore we need to develop them. Voted the 2nd best ‘Healthy Place to Eat in London’ by Time Out (2005), this year we would like to be first. Location is the key to our success. We have a great product and service yet no one seems to know about us until they run into us. and the proposed solution… The Design Conspiracy: This is good, simple stuff. The Design Conspiracy: This is good, simple stuff.

by a. scissons Dissect the Problem There are currently only 3 ways for new foodies to hear about OrgAnarChie: 1. Stumble onto it, 2. Read TimeOut, or 3. Hear about it from a Friend. The most successful location, Waterloo, seems to draw it´s OFs from tourists off the Eurostar. Foot traffic appears to be the biggest driver of new business. Since OrgAnarChie has not marketed to date there is no way of knowing the direct effects that the communications will have on the various locations until it is tested. Although the current brand identity is associated with being local and organic, 20% of the food is non-organic. The Design Conspiracy: Not sure what you’re trying to tell us here? The Design Conspiracy: Not sure what you’re trying to tell us here?

by a. scissons Decide the Direction OrgAnarChie, in name and offering implies 100% organic. Therefore, we recommend following Nigel´s instincts to consolidate the offering and work towards selling 100% organic products. Until the new communications has been put into practice and tested we recommend maintaining all 7 locations and holding off on expanding. The most successful location, Waterloo, seems to draw it´s OFs from tourists off the Eurostar. OrgAnarChie could be considered a tourist attraction with local appeal. Recommend further developing the local aspects of the brand, local cafe, locally grown produce, local owners. The Design Conspiracy: This isn’t wildly exciting, but it all makes sense. The Design Conspiracy: This isn’t wildly exciting, but it all makes sense.

by a. scissons Define the Brand OrgAnarChie: A Local Cafe for Fresh Food Lovers Features: 100% fresh locally grown food (organic) Friendly service and staff from the area Relaxed inviting place to meet like-minded foodies Values:Fresh, great tasting eats Local cafe involved in the community Personality:Smart, relaxed, community loving Note: Although there is a shift towards organic, the emphasis is on freshness and locally grown foods. The intention is to avoid the stereotypical organic - granola - Birkenstock image. The Design Conspiracy: That “note” bit at the bottom. You could’ve made that the focus... The Design Conspiracy: That “note” bit at the bottom. You could’ve made that the focus...

by a. scissons Develop the Target It is probable that a large portion of OFs are walk-ins (based on the success of the Waterloo location). Many of these may be tourists. The new focus is to target local - permanent clientel. Who are the new OrgAnarChie Foodies? OFs are new mums, grannies, and entrepreneurs. They love the taste of fresh food but hate to take vitamins. Coffee is not a beverage, it´s a passion. Their desk is strewn with photos, articles to read and at least one plant. They love to discover the blogsphere, read Gary Larson and trade iTunes, but most of all they like to meet kindred spirits.

by a. scissons Decide How to Get There Let everyone know…  have a cleverly disguised (re) launch party  create outdoor comms pieces within the area of each cafe (witty & visual 3d) Involve the Community…  join and create community events to bring more people together  inform about local growers and where the food comes from  investigate communicating in local magazines and inviting local personalities  develop a web presence to further emphasize community. Expand the Personality…  let the world know about Zac & Nigel the heart & soul of OrgAnarChie, and build the brand story through them. The Design Conspiracy: This bit is good. But again, we felt like we’re missing one more slide. One more about the design brief. The Design Conspiracy: This bit is good. But again, we felt like we’re missing one more slide. One more about the design brief.