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Account Planning School of the Web Assignment 5

Organarchie, a trendy organic food brand, aims to challenge the perception that healthy food is tasteless. By using 100% organic ingredients, they create delicious and exciting dishes that will appeal to young professionals seeking a healthier lifestyle. Join the revolution and discover a new way to enjoy organic food!

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Account Planning School of the Web Assignment 5

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  1. Account Planning School of the Web Assignment 5

  2. Background to the brand The Design Conspiracy: Good. Straight in with some facts. • Set up in 2000 • Expanded to 7 branches by 2005 • 80% organic, some fair-trade • 3rd Best Healthy place to Eat in London 2004 by TimeOut magazine • 2nd Best Healthy place to Eat in London 2005 by TimeOut magazine • No branding or marketing as of yet – Accidental Brand • The name and the association with healthy, organic food has been the main thing pulling people through the door

  3. Key questions • Why is Chelsea underperforming? • Why is Waterloo booming? • How can we take the brand to the next level? The Design Conspiracy: No messing about here. Good stuff.

  4. The answers • The answer to these questions lies in the the fact that ‘healthy’ and ‘organic’ are the business’ key (only?) selling points. • With an image like this, the average customer is likely to be female, 25-45, into alternative therapy, yoga and spiritualism, and worried about the environment. • Plus the more health conscious Europeans at Waterloo. • BUT this pure health and organic focus alienates a lot of potential customers, especially the more affluent ones such as those in Chelsea. Why is that, and how can we change it?

  5. The strategy • The target market that Organarchie needs to attract are these more affluent, young, professional trendsetters who will help to establish it as more of a mainstream consideration. • To do this, it needs to address their concerns that organic and healthy means compromising on taste. • The central message of the brand needs to be that organic doesn’t have to be dull, and that healthy doesn’t have to be boring. How can we communicate this? The Design Conspiracy: 5 slides in and we know the background to the brand, we know the challenges facing the company and we know the strategy. Excellent. Can you see how this hasn’t got a fancy design, but it still looks great through it’s simplicity?

  6. Mission Statement • Here at Organarchie, we believe in Organic Anarchy. We want to overthrow the idea that healthy eating means compromising on taste. We’ve had a lot of fun playing around with the purest, freshest, 100% organic ingredients to create sumptuous dishes that are 100% tasty, and never, ever boring. We hope you like them.

  7. Organic Anarchy • This idea holds onto the friendly, simple and honest associations of the organic theme, while also adding in an element of playfulness and fun. • To bring Organarchie’s goals to life and suggest some ideas for how they can be achieved, I’ll show you a few examples of the kinds of testimonials we’ll expect to receive once the new brand has been established.

  8. Josh (24) and Dave (26), young professionals “Some of the lads at work were talking about this trendy new place just down the street so we thought we'd come and try it out. When people mention healthy eating you normally start thinking of celery sticks and carrot juice (eeuggh), but this place was nothing like that. I especially liked the 'Succulent Steak & Chips with Tangy Tomato Sauce'. I'm going to bring my girlfriend down here tomorrow - she'll be impressed when she finds out its 100% organic!”

  9. The Design Conspiracy: These are great. A really good “what would success look like” piece. Look how she mentions the ‘Big Yellow Menu Board’. This one makes it really clear where the company is going and what we need to do next. 2nd place! Mme. Dubois (49) – French Tourist “This is my first time across the channel. Its refreshing to see somewhere healthy in amongst all these pubs and fast food chains - no wonder British people are so fat! The atmosphere was so friendly and inviting. I especially liked the 'Big Yellow Menu Board' and the 'Big Yellow Mission Statement‘. The decoration was bright, but not too garish and not at all childlike. I hope they open one in Paris soon!”

  10. Helen (38) Aromatherapist and yoga instructor “It was the 'Organic Anarchy - Join the Revolution!' strapline on the flyer that got me. I went to the website and tried out a couple of the '100% organic, 100% tasty' recipes they suggested. They were delicious - I just had to come and see what it was like. I've always been a big fan of organic and fair-trade products, but I have to admit that this was a step up from the usual. This cafe is completely changing peoples attitudes to organic food - especially among the younger generations. Its almost starting to become fashionable! No wonder TimeOut magazine named them Best Healthy Place to Eat in London this year.” The Design Conspiracy: Nice to see Time Out in there. If they were 3rd in 2004, 2nd in 2005 surely it’s a reasonable goal to aim for 1st in 2006?

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