1. What stops someone from preferring Organic food? "May be it is costly compared to my regular meal" "I do care about my health... But why showoff eating organic food? I eat at good quality restaurants" "Organic food is health food. Normally health food is tasteless I tried it once, it is no different from the normal stuff but costly Organic food is EXPENSIVE, it is for those who want to SHOWOFF and it is TASTELESS. It is okay ONCE-A-WHILE The Design Conspiracy: Unusual opening. Interesting though. The Design Conspiracy: Unusual opening. Interesting though.

2. So where do we start? Telling people about the goodness of Organic food Clearing the doubts in their minds Make eating Organic food a habit, more than a one off at Organarchie –More than starting more outlets, start with selling them Organic fruits, vegetables and meat etc. at the existing restaurants Remember you eat more than 40% of your meals at home or at work, the rest is when you dine out… Did you know Mahatma Gandhi was a strong advocate of organic food?

3. Our promise @ Organarchie Find everything you would find in the other menu and more... –The difference – Organic is pure & healthy Proposition: Taste unadulterated The Design Conspiracy: This is OK. Could have got here quicker. The Design Conspiracy: This is OK. Could have got here quicker.

4. The communication strategy Use of PR to increase awareness and creation of interest –Health aspect –Pureness aspect, how all the essential elements are kept intact –Events and happenings, celebrity visits –Taking home organic food Create a celebrity for Organarchie, who would make people look up to Organic food Viral marketing – usage of email & SMS Occasional usage of press and radio You dont step into a restaurant before it is referred to you by someone The Design Conspiracy: The best bit is hidden away at the bottom You dont step into a restaurant before it is referred to you by someone. The Design Conspiracy: The best bit is hidden away at the bottom You dont step into a restaurant before it is referred to you by someone.

5. The communication strategy The restaurant –Signage showing direction in the streets –The signage on top of the restaurant –The menu card –The table top / coasters Table tops would contain the calorific and health value of the food on menu This would make sure the guests know what they are eating The Design Conspiracy: This is good. A nice list. We know exactly what were supposed to be doing. (Possibly a bit basic but...) The Design Conspiracy: This is good. A nice list. We know exactly what were supposed to be doing. (Possibly a bit basic but...)

6. The communication strategy Our imaginary celebrity –We would call our celebrity Branson (sounding near the Sir Richard Branson people know) –The car park at Organarchie would have a space marked for Branson –We would have a table reserved for Branson in the restaurant, the customers should be made to know about this –Branson's favourites on the menu –Suggestive press advertising "Branson was there yesterday, "Branson comes every Friday" –PR campaign about how people come to the restaurant to see Branson, but keep coming back for the quantity of the food Branson would become the brand advocate. This campaign would follow Branson, what he does & where he goes This would create an interest among the people to find who Branson is and what he does The Design Conspiracy: This is weird. Quite like it, but its weird. Not sure about Branson but were listening... The Design Conspiracy: This is weird. Quite like it, but its weird. Not sure about Branson but were listening...

7. Taking organic food outside Organarchie Retailing Organic food derivatives at Organarchie –Giving customers a chance to buy fruits / vegetables & meat –With the Organarchie promise / seal This provides our patrons to cook their own Organic food –They would slowly look for the Organarchie label where ever they go Once they start thinking Organic their natural choice for dining out becomes Organarchie Organarchie should become their choice on a daily basis, not an option for dining out occasionally The Design Conspiracy: Think weve wondered off somewhere strange now. The Design Conspiracy: Think weve wondered off somewhere strange now.

8. The design brief What do we need? –Visual identity for the brand and related collaterals –The basic look and feel of the restaurant Background –Organarchie is an Organic café –80% of the food sold there is organic –Have been vote the 3rd best Healthy Place to Eat in London in the past The challenge –Organic food is still a healthy OPTION for people –Questions like Is it filling, Is it expensive Eating Organic food my way of healthy life… The Design Conspiracy: This is good. We could have lost all the stuff beforehand and just had this. The Design Conspiracy: This is good. We could have lost all the stuff beforehand and just had this.

9. The design brief Target audience –Robin, 28 works for an automobile dealer. Jogs in the morning, occasionally catches up breakfast. Parties hard in the evening, Erratic in his eating habits. He knows what he is doing is bad for his health in the long run, at least wants to eat healthy when he could –Joanne, 36 homemaker & mother of 3. Thinks her husband and kids are not getting the right nourishment given their routine and lifestyle. Thinks everything she gets is Synthetic someway. I want to be healthy, I want to live long…

10. The design brief Communication objective –Narrate the goodness of Organic food –Make Organarchie the automatic choice for healthy dining Promise –Find everything you would find in the other menu and more Organic is pure, healthy and filling Helps food retain its original taste Proposition –Taste unadulterated Organarchie – The PURE, Fulfilling experience The Design Conspiracy: There is some OK stuff in here, but its obscured by text. This one is way to long and waffly. Some of the statements in yellow are really interesting. The Design Conspiracy: There is some OK stuff in here, but its obscured by text. This one is way to long and waffly. Some of the statements in yellow are really interesting.