The Design Conspiracy Picture of Nigel is a

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

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

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. Org. Anar. Chie 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 The Design Conspiracy: way. There are some nice touches in here. Thethe bit Why are OFs eating organic? We´re convinced its for aboutnor Zac’s taste, … and not a crazy health obsession forjokes. their social conscience. 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 2 nd 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… by a. scissons

Dissect the Problem There are currently only 3 ways for new foodies to hear about Org. Anar. Chie: 1. Stumble onto it, 2. Read Time. Out, 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 Org. Anar. Chie has not marketed to date there is no way of The Design Conspiracy: knowing the direct effects that the communications will have on the various locations until it is tested. Not sure what you’re trying to tell us here? Although the current brand identity is associated with being local and organic, 20% of the food is non-organic. by a. scissons

Decide the Direction Org. Anar. Chie, 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 The Design from tourists off the Eurostar. Org. Anar. Chie could Conspiracy: be considered a This isn’t wildly exciting, but tourist attraction with local appeal. it all makes sense. Recommend further developing the local aspects of the brand, local cafe, locally grown produce, local owners. by a. scissons

Define the Brand Org. Anar. Chie: A Local Cafe for Fresh Food Lovers Features: Values: Personality: 100% fresh locally grown food (organic) Friendly service and staff from the area Relaxed inviting place to meet like-minded foodies Fresh, great tasting eats Design Conspiracy: Local cafe involved. The in the community Smart, relaxed, That “note” bit at the bottom. community. You loving could’ve made that the focus. . . 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. 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 Org. Anar. Chie 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 i. Tunes, 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 3 d) Involve the Community… § join and create community events to bring. The more people together Design Conspiracy: bit comes is good. from But again, § inform about local growers and where the. This food we felt like we’re missing § investigate communicating in local magazines andslide. inviting local one more One more personalities about the design brief. § develop a web presence to further emphasize community. Expand the Personality… § let the world know about Zac & Nigel the heart & soul of Org. Anar. Chie, and build the brand story through them. by a. scissons