Presentacin de PowerPoint

1
Welcome to
The Design Conspiracy Picture of Nigel is a nice
touch.
Nigel
We serve organic food, Fair trade coffee and an
unabashed love for all things natural.
2
Our World Revolves Around the Blackboard
The Design Conspiracy Our world revolves around
the blackboard we like that.
and our foodies
3
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 whats important in
their lives. They laugh at Zacs 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?
Were 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 Zacs jokes.
4
Heres 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.
The Design Conspiracy This is good, simple stuff.
and the proposed solution
5
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 its 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 youre
trying to tell us here?
6
Decide the Direction
OrgAnarChie, in name and offering implies 100
organic. Therefore, we recommend following
Nigels 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 its
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 isnt wildly
exciting, but it all makes sense.
7
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 couldve made that the focus...
8
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, its 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.
9
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 were missing one more slide.
One more about the design brief.