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‘‘When we speak food, the world listens. The word “food” doesn’t simply denote something you pick up at the grocery store, or what’s on your plate at dinner. Food isn’t just a thing—it’s a broader concept that has a language all its own. It draws together cultures and traditions; it unites people. Indeed, food is a way of life.’’
-- John Mackey
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TABLE OF CONTENTS Whole Foods Market
A Brief History SWOT Analysis
Introducing CHOP CHOP
Tagline SWOT Analysis Philosophy Mission Statement Brand Attributes Logo Components Of The Logo Logo Sizes Logo Font Typography Primary Font Alternate Font Color Palette Primary Color Secondary Color Interiors Cooking Class Dinning Room Organic Garden Kids Room
Cooking Classes Brochure Events Calendar Cook Book Instructional DVD Testimonials Advertising Print Ads Commercial Radio Ambient Website Marketing Business Card Mirror Sticker Seed Packs Apron Final Party Back page Partners Of Team
BRIEF HISTORY In 1978, 25-year-old college dropout John Mackey opened a small natural foods store called SaferWay in Austin, Texas (the name being a spoof of Safeway). Two years later, John Mackey partnered with Craig Weller and Mark Skiles to merge SaferWay with their Clarksville Natural Grocery, resulting in the opening of the original Whole Foods Market on September 20, 1980. Beginning in 1984, Whole Foods Market began its expansion out of Austin, first to Houston and Dallas and then into New Orleans with the purchase of The Whole Food Company in 1988. In 1989, the company expanded to the West Coast after that the Whole Foods grew rapidly by acquiring other natural foods chains throughout the 1990s. 5
WHOLE FOODS SWOT ANALYSIS Strengths
Nationally known Organic/ Natural Foods Seller Experience in the industry Supported by complementary industries Huge selection/variety - over 30,000 items Hip image for young affluent shoppers
Weaknesses
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Higher prices than other grocery stores High inventory costs Large perishable inventory
Opportunities
Class offerings that educate the new consumer about a new product. Trend in acceptance of high-priced organic ingredients Growing market through development and penetration
Threats
Weak economy results in reduction of consumer spending Increased competition from such stores as Trader Joe’s and Rainbow Grocery Changes in government regulations regarding organic food
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Welcome to CHOP CHOP, Whole Foods’ Cooking School
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INTRODUCING CHOP CHOP Whole Foods’ CHOP CHOP cooking school was lunched in spring 2010 in San Francisco, California. Unlike any other cooking school in the world, we are located on a two acre farm devoted to organic gardens. We will teach you that cooking with organic food is just as drawing a pricture or dancing. Our customers are educated and desire quality organic food and a fun cooking experience. Our customers’ ages range from 30 to 65 years old.
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Chop Chop
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Tagline
SAVOR LIFE CHOP CHOP cooking school
Savor life through the positive cooking experiences that we teach you at the Chop Chop cooking school. Appreciating your food not only enhances the overall quality of your eating habits, it also strengthens your immune system and promotes a healthy lifestyle.
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CHOP CHOP SWOT ANALYSIS Strengths
Strong reputation and awareness of Whole Foods brand Quality ingredients Good customer service A passionate staff that allows students to learn about nutrition
Weaknesses
High-priced ingredients Perceived lack of flavor Geographic limitations Customer loyalty still being built
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Opportunities
Trends in organic and healthy food Trends in LOHAS lifestyle Organic garden offers competitive prices
Threats
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LOHAS is an acronym for Lifestyles of Health and Sustainability. It is considered to be one of the concepts reflecting the green market and has been growing in the last couple of years.
Lowered consumer spending in economic downturn High number of competitors Lack of standardization in organic food regulations
PHILOSOPHY We believe that cooking and eating should be enriching, enjoyable, entertaining and fun. We help individuals and families nourish themselves with organic food. We strive to bring back a sense of peace, gratitude, awareness and enjoyment to cooking. 19
MISSION STATEMENT CHOP CHOP is committed to satisfying and opening your taste buds to healthy, creative, yet simple dishes. We want to inspire you to experience the joy of cooking and to make your healthy food choices even more delicious.
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CHOP CHOP BRAND ATTRIBUTES Primary Attributes
Creative Healthy Fun Dynamic Attractive
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Logo
LOGO USE
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The CHOP CHOP cooking school logo consists of the primary brand logo and secondary corporate logo. The Chop Chop Cooking School primary logo is designed with a wooden chopping board and the text is “CHOP CHOP/Whole Foods Cooking School”. The logo may be used in different sizes, but the type must always remain in proportion.
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Always use approved Bauhaus 93 font. See brand and corporate logo usage below.
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1 BRAND LOGO The CHOP CHOP cooking school primary logo should be used for brand collateral and campaign communication. 2 CORPORATE LOGO The CHOP CHOP cooking school corporate logo should only be used with a wood pattern as the design background.
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LOGO MISUSE 1 ISOLATE ICON The chopping board icon should never be used without the approved chop chop logotype. 2 CHANGE TAGLINE POSITION The CHOP CHOP cooking school tagline ‘‘whole foods’ cooking school’’, should always be under the ‘‘chop chop’’ type. 3 TYPE POSITION ALTERATIONS The CHOP CHOP cooking school logo type should always be at a 45 degree angle. 4 TYPE ALTERATIONS The CHOP CHOP cooking school logo and logo typeface must never be altered.
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TYPOGRAPHY
The CHOP CHOP cooking school typography consists of two typefaces: Arial and Bauhaus 93. Use approved weights as shown to the right. Logo typeface only uses Bauhaus 93 font. Other typefaces should follow typefaces to the right.
Primary font
ARIAL REGULAR Chop Chop Cooking School ABCDEFGHIJK Alternate font
BAUHAUS 93 REGULAR Chop Chop Cooking School ABCDEFGHIJK
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COLOR PALETTE
The CHOP CHOP cooking school color palette consists of six colors: orange, green, dark grey, light grey, off-white and white. Use these colors consistently to maintain brand recognition. Do not deviate from the approved color palette. COLOR CMYK 1 2 C=86 M=18 C=8 M=71 Y=100 K=5 Y=100 K=0 4 C=0 M=0 Y=0 K=78
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5 C=9 M=9 Y=20 K=9
3 C=0 M=0 Y=0 K=89 6 C=0 M=0 Y=0 K=0
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CHOP CHOP INTERIORS
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CHOP CHOP COOKING CLASS CHOP CHOP uses organic food from Whole Foods Market, to ensure health and freshness. Our expert chefs are warm and kind and like to help their students improve their cooking skills quickly. Here at the CHOP CHOP cooking school, it’s easy to make friends who share a common goal: to make good tasting, healthy food.
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CHOP CHOP ORGANIC GARDEN This is our two acre organic garden. Students can choose different seeds to grow their own vegetables, such as tomatoes, cucumbers, potatoes, mushrooms, etc. They can bring their vegetables home or use them in their cooking classes.
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CHOP CHOP DINING ROOM We have a dining room in our school, where students can eat after they finish their class and savor what they just cooked. In the corner of the dining room is a bar. Students can order drinks here and relax. It’s a good place to chat with chefs and friends under soft lights and with blues music.
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CHOP CHOP KIDS’ ROOM CHOP CHOP offers child care in a kid-friendly environment with fun age-appropriate cooking utensils for your child. Enjoy your class while CHOP CHOP enriches your children.
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Supervised by tutor
CHOP CHOP CLASSES
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CHOP CHOP BROCHURE CHOP CHOP cooking school offers brochures at the reception centers. The brochure introduces how CHOP CHOP Cooking School works, what people can learn and what is special about CHOP CHOP.
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Here for brochure sample
BROCHURE SAMPLE
CHOP CHOP EVENT CALENDAR
We provide different themes for each month. Students can get the calendar from the CHOP CHOP cooking school or download it from our website.
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CHOP CHOP COOKBOOK We publish our own cookbook on a quarterly basis. Each one has a large selection of our chefs’ special recipes and techniques. Students can easily buy the CHOP CHOP cookbook in the CHOP CHOP cooking school, Whole Foods Markets, or at www.chopchop.com.
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Back
Cove r
Front Cover
DVD DESIGN
CHOP CHOP cooking school sells DVDs with which students can practice their cooking skills wherever and whenever they want. The DVD cover also uses the chopping board background to maintain the continuity of the brand.
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TESTIMONIALS John Smith & Dana Smith San Jose, California
college teachers (ages 57, 53)
We would just like to thank you for a wonderful week of cooking, wine tasting and exploring the organic farm at CHOP CHOP. We learned a lot and I am impressed by how you taught in such a professional and fun way. I can’t wait to try to duplicate your recipes at home and impress my friends and family.
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Amy Ramage Austin, Texas
environmental engineer (age 29)
Attending CHOP CHOP cooking school has given me the opportunity to become more bold and creative with my cooking. Before I came here, I used to look at recipes and think how intimidating they were to make the dish. At the end of the class, I whispered to my fellow classmate, “I can’t believe that Pork Medallion with Tarragon Mustard Sauce was so easy!”
Rick Peck San Francisco, California
accountant (age 42)
I made the Bechamel sauce and it was more than wonderful. I watched how the chef did the chicken tenderloin and it was outstanding. I have never been able to cook it through without drying it out. Doing it the chef’s way did the trick. I took some of the Bechamel and did a Mornay sauce with mozzarella and freshly grated Parmesan cheese. Fantastic.! Thank you so much, CHOP CHOP!
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CHOP CHOP ADVERTISING
NOW I CAN COOK!
I’ve been attending CHOP CHOP cooking class for three weeks. They provide us with all organic ingredients from Whole Foods. I can bring my kids to CHOP CHOP and we can grow our own organic vegetables in CHOP CHOP’s organic garden. THAT’S AWESOME! I’m looking forward to seeing you. CHOP CHOP!
PRINT ADS On the left-hand side of the main image, we have a ‘black box’ which contains to the left-hand side of the ad. This ‘black box’ contains the body copy, the concept, experience and the call-to-action. The headline can either be integrated into the ‘black box’ or onto the main image.
FOOD CAN BE ART!
I used be an artist, now I’m a student at CHOP CHOP cooking school. I use my art in a different way. I cook from my soul. I can feel fresh life growing from the dishes. I’m looking forward to seeing you. CHOP CHOP!
TV COMMERCICAL
“Honey, can I help you after I finish my coffee?“
“Relax, Mary. I leamed some new skills at CHOP CHOP cooking school. I can handle it.”
“How about you cook yours; and I cook something special? One teaspoon olive oil, 1/3 cup water...”
(chop chop chop...) “Wow, look at her go!” Lilian says.
“Oh, steak is my favorite. Oh, I love the sound (zi zi zi.....), my mouth started to water.”
(cha...) “Wow, mom I’m so proud of you!” Lilian says.
“I can’t believe my eyes, my mom is awesome! I won’t miss a single meal anymore.” Lilian says.
“Wow, it’s time you do a holiday dinner this year.”
“Wow Fantastic! CHOP CHOP cooking school, Savor life!”
RADIO – Buddy – John: Uhmm, what’s this? It tastes so good. God I can’t stop eating. Who made it? Ben: I did.
SFX is an acronym for sound effects
(SFX: Spoon drops on the table) John: What? Are you kidding me? You made it?! Ben: Yeah, I made it. John: I can’t believe you made this delicious cake. How come… I mean you never cook, you even don’t know what cooking is. Ben: Yeah, you were right. I didn’t know what cooking was until I went to CHOP CHOP cooking school my life has been changed by cooking. Now I know how to choose healthy ingredients, how to plan healthy meals, and how to bake delicious desserts for my girlfriend. John: You’ve really changed a lot. Ben: Hahaha check this out. (SFX: Speedy chop chop sound) John: OH~ strawberry tart! let me try… (SFX: Clap sound) Ben: Hey this one is for mom.
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AMBIENT ADVERTISING
CHOP CHOP uses stickers of delicious looking plates of food on park tables to build awareness of CHOP CHOP. A delicous meal sticker present on the table of park reminds people about Chop Chop cooking school. Since Chop Chop’s target audience is young professionals and these people often like going to the park to walk their dogs, jog, or play with kids, the park is the perfect place to present the stickers.
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CHOP CHOP PARK WOODEN TABLE STICKERS
CHOP CHOP WEBSITE
The CHOP CHOP website uses the chopping board background, organic food, and healthy and fresh symbols. The website introduces each day’s course, calendar of events, our chefs, items for sale and online registration.
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CHOP CHOP MARKETING
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BUSINESS CARD
The Chop Chop business card is made to mirror the experience of the school by utilizing the shape and look of an actual chopping board. In order to optimize its feel, this card is made of actual wood with natural fragrance. White Bauhaus 93 will be used for the typeface in order to represent the clean and healthy lifestyle the school promotes.
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CHOP CHOP WHOLE FOODS’ MIRROR STICKERS
MARKETING PROMOTION By placing a sticker of a hand drawn chef’s hat on the mirror of the Whole Foods’ restroom, Chop Chop will be putting patrons in the shoes, or in this case hat, of an actual chef. This is to remind them that anyone is capable of becoming a chef through the Chop Chop cooking program.
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SEED PACKS
CHOP CHOP provides students with different packs of seeds that they can use to grow fresh vegetables of their own. The packages will have the look of a chopping board and display a picture of the vegetable that the seeds will grow into.
APRON DESIGN The CHOP CHOP cooking school provides simple white aprons for your cooking adventures. Cook or garden in this wonderful medium-length apron. Its has a spacious front pocket for holding all the essential cooking tools. The 35/65 cotton-polytwill-blend apron is machine washable.
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CHOP CHOP FINAL PARTY
At the end of every quarter, the CHOP CHOP cooking school has a final party. Students can invite their family and friends to enjoy the food that they prepared earlier that day.
CHOP CHOP ADVERTISING TEAM Account Planner
Anny (Ching-Nan Yang) email: jm2316307@gmail.com
Art Director
Joyce (Xiang-Yi Wang) email: cwwangxiangyi@hotmail.com
Back cover
CHOP CHOP SAVOR LIFE