PROCESS MANUAL
TA BL E of CON T E N T S 02 INTRODUCTION ab o ut us miss ion st a t ement p r o j e ct purpose b io mimi cry st udi es cr e ative bri ef
08 LOGO DESIGN pr e lim in a r y s k e t c h e s s e c o n da r y s k e t c h e s r e f in e d c o n c e pt f in a l lo g o
12 GRAPHIC STANDARD vis u a l i d en t i t y bu s in e ss sys t em m a r k e t i n g s t rat egy
26 PACKAGING DESIGN p rel i m i n ary s ket c h es p rot ot y p es s t ru c t u re & ass em b l y l ab el i n g f i n al p rod u c t
32 CONCLUSION d es i gn an al ys i s
I N T RODUCT ION 2
ABOUT US In Japanese, waraku means “peace and harmony.” Waraku Dorayaki aims to provide our customers with a product that evokes this sense of tranquility, achieved through the delicate craft of Japanese dessert. We hope to introduce high-quality, authentic dorayaki into the American market and show how beautiful this simple dessert can be.
M I S S I O N S TAT E M E N T At Waraku Dorayaki, we believe in the importance of taking a tea break, complete with a traditional Japanese dessert—called wagashi—that’s just enough to satisfy a sweet tooth. Consisting of azuki red bean paste between two palm-sized castella pancakes, our dorayaki is specially made to complement the flavor of a freshly brewed green tea. We aspire to bring the authentic taste of dorayaki into our customers’ lives and hope our premium product, packaged both sustainably and elegantly, will provide a truly exceptional experience.
PROJEC T PURPOSE The purpose of the rebranding of Waraku Dorayaki is to show that dorayaki, when made with quality ingredients and an authentic recipe, can be a high-end dessert, rather than just a snack. In terms of the repackaging, our objective is to use sustainable materials and production practices, as it is a clear problem from the way dorayaki is currently packaged. By showing a different side to dorayaki, our brand will attract a different target market and bring dorayaki back to its traditional roots. This book documents the process behind the project.
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B I O M I M I C RY S T U DY: B A M B O O
WHAT IT IS Bamboo is a family of tall, tree-like grass that consists of over 1000 species, most of which can be found in Asia. The plant’s hollow stem sections, called culms, are connected by ring-shaped nodes. Some species grow rather quickly, gaining significant height daily, and can be harvested much quicker than trees.
bamboo's hollow structure
taipei 101
gmond international building plan
DESIGN AND FUNCTION While bamboo may look thin and weak, it is actually much stronger than many building materials, such as brick or concrete. The secret to its strength is its internal structure, made up of cellulose fibers surrounded by a material called lignin. The two materials reinforce each other when subjected to force. Since the stems are hollow, the cellulose and lignin are packed tightly together around a tubed center, adding both width and strength. BIOMIMICRY EXAMPLES The jointed stems of bamboo are often looked to as inspiration for tall buildings. This inspiration can be seen in Taipei 101, a skyscraper in Taiwan’s capital city. Each module of the tower mimics the culms of a bamboo stock. A newly released plan for the Gmond International Building in Shenzhen, China also takes on the form of segmented structures.
SOURCES https://britannica.com/plant/bamboo http://discovermagazine.com/1996/jun/thebamboosolutio784 http://architravel.com/architravel/building/taipei-101 http://archdaily.com/803225/aedas-releases-design-for-bloomingbamboo-inspired-tower-in-china
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B I O M I M I C RY S T U DY: H O NE YC O M B
WHAT IT IS Honeybees use their beeswax to make honeycomb, which have thin walls that divide the structure into hexagonal cells. The cells act as storage for the bees' honey and pollen, while also holding the queen's eggs.
hexagonal structure of honeycomb
airless honeycomb tire
supracor facial cleansing sponge
DESIGN AND FUNCTION The bees first form circular cells with their wax, which begins to flow when it reaches a temperature of about 45°C. The wax stretches from surface tension between the cells until the angles of the hexagon form and the edges straighten out. The shape of this structure—a combination of the only truly stackable shapes: triangles and squares—maximizes the amount of honey that can be stored while also using the least amount of wax to make it. BIOMIMICRY EXAMPLES Due to its perfectly engineered structure, the honeycomb is used as inspiration for several designs. One example is an airless tire made for military use, which holds up against extreme force. Another example is the company Supracor, which makes honeycomb-inspired seating, lifestyle, and medical products.
SOURCES https://britannica.com/topic/beekeeping https://phys.org/news/2013-07-revealed-secret-bees-honeycomb.html http://npr.org/sections/krulwich/2013/05/13/183704091/what-is-it-aboutbees-and-hexagons http://industrytap.com/new-airless-tires-improve-battlefield-off-roadperformance/24703 http://supracor.com
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C R E AT I V E B R I E F NEEDS There is a lack of dorayaki on the American market that fits its original intent, as a traditional Japanese dessert (called wagashi, usually enjoyed with tea). Since the product is currently packaged in three layers of plastic, there is a need for more sustainable packaging. The packaging should also communicate the elegance of traditional Japanese dessert. PROJECT OBJECTIVE The objective of Waraku’s repackaging is to decrease plastic packaging and support the use of sustainable materials. The package should not take up unneccessary space but should also be eye-catching, which will be achieved through its unique structure and bold color. Additionally, the packaging should prevent the dorayaki from being crushed. PROJECT STRATEGY The packaging will be made of paperboard, rather than plastic. The exterior package, inspired by the Japanese art of origami, will take the form of a twisted hexagonal prism, with the top piece of each side of the hexagon creating a self-sealing fold at the top. The dorayaki will then be individually wrapped in paper and stacked atop each other. Each piece measures roughly 3.5” in diameter and 1” in height. With five pieces per package, the package will be 4” in width and 5.5” in height.
BACKGROUND The current niche includes two main types of packaging. The first type of dorayaki packaging poses the problem of unfamiliarity in the American market because customers have difficulty making sense of the Japanese labeling, with no explanation of what dorayaki is. The second type comes from the brand Hapi, whose dorayaki is marketed as a snack toward children and people with a nostalgic connection to Doraemon, a popular Japanese anime character. Doraemon, whose favorite food is dorayaki, is displayed prominently on Hapi’s packaging and is printed on each piece of dorayaki in the package. Both brands’ packaging consists of an outer plastic bag, a plastic case, and plastic wrapping around each piece. MESSAGE Dorayaki should be enjoyed as originally intended—as a traditional dessert served with tea. The quality of Waraku Dorayaki’s product carries over to its packaging standard as well, with sustainability and beauty in mind. With these components working together, we hope to not only provide a wonderful dessert, but an entire experience as well. AUDIENCE The target market consists of working-adult to middle-aged women, in the range of 25 to 60 years old. The target income demographic is in the middle and upper-middle classes, with annual incomes around $85,000. Within these terms, the target demographic should also have enough leisure time to regularly enjoy dessert or tea time. The product will initially be distributed in the state of California, mainly targeting large cities, such as San Francisco and Los Angeles. Distribution will expand to the rest of the United States within five years.
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LOGO DESIGN 8
PRELIMINARY SKE TCHES A number of possibilities were explored during the initial phase of logo devlopment. These explorations centered around the form of dorayaki, of the brand name “Waraku,” and/or of the letter “W.” From there, sketches differed in terms of typographical style, illustrative style, emphasis on specific elements, etc. In this phase, it was key to explore anything that came to mind or had a connection to the main forms. This ensured that no ideas were left unconsidered. At the same time, it was important to keep in mind the concept behind company branding. As a high-end dessert brand, our company’s main goal in logo development was to convey a sense of quality and elegance. Two of these sketches were most successful: one where “Waraku” and “Dorayaki” were stacked, with emphasis on the former, and one where the “W” mimicked the form of a piece of dorayaki, followed by handwritten script.
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SECONDARY SKE TCHES One of the two more successful concepts from the preliminary sketches were refined in this set of sketches, exploring the best way to display the text along with the “W” dorayaki form. It was determined that the best way to layout the logo was with the “W” having just one stroke in order to keep the rest of the brand name legible. The sketch (the first one shown above) was digitally scanned and refined in vector form, then converted into a brush stroke to give off the look of Japanese calligraphy. “Dorayaki” was displayed in a light sans serif typeface so as not to compete with “Waraku,” and a dark red was chosen to resemble the color of azuki red beans.
REFINED CONCEPT While reviewing the secondary sketches, it was determined that the handwritten script did not convey the amount of quality that our company wanted to convey. In order to remedy this issue, the concept was driven toward the other successful sketch from the preliminary phase. This involved stacking the two words, with an emphasis on “Waraku.” Bodoni 72 was chosen to give a traditional, high-end feel. The dorayaki “W” from the secondary sketches became the mark, rather than part of the name, making it possible to worry less about its legibility. Light gray was used for “Dorayaki,” as it paired well with the red while making it secondary in hierarchy.
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FINAL LOGO After the concept was finalized, the logo was refined based on comments made during a critique. There were two main refinements for the mark: to eliminate the resemblance to an ‘@’ symbol (thus making it look more like a “W”), and to add an indication that dorayaki has two layers. These slight adjustments transformed the mark into a much more understandable and relevant element to the logo. Another minor adjustment was to fix the kerning between select letters, as the open tracking made it obvious where there was a discrepancy in spacing. The final logo achieved its goals of illustrating the quality of our product while suggesting its form and of showing elements of dorayaki’s Japanese origin.
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GRAPHIC S TA N DA R D 12
VISUAL IDENTIT Y
L O G O S P E C I F I C AT I O N S
L O G O VA R I AT I O N S
The primary logo is designed to emulate the elegance and sophistication of traditional Japanese dessert. This is conveyed through the pairing of serif and sans serif typefaces, along with a deep, royal red—suggestive of the azuki red bean paste—as the main color. The mark represents both the “W” in Waraku and the form of a piece of dorayaki, drawn in a brush stroke reminiscent of traditional Japanese calligraphy.
If total width is 1.5” or greater:
When used in color, the primary logo must use the red shade specified in the color palette in the mark and the name, Waraku. (Please see logo variations for proper usage in other settings.) Clear space of at least 0.25 of the total width must be maintained on all sides of the logo.
x
If total width is less than 1.5”:
0.6x
0.075x
0.075x
0.96x
If using grayscale:
0.25x
0.25x
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A C C E P TA B L E L O G O U S A G E
U N A C C E P TA B L E L O G O U S A G E
The original logo or accepted variations of color and/or omission
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Do not skew the logo in any way.
Do not rotate the logo.
Do not add effects to the logo.
Do not change any of the colors.
Do not modify the mark in any way.
Do not place the logo on a complicated background.
Do not place the logo in a box.
Do not modify the positioning of the mark or text.
C O LO R PA L E T T E
T YPOGRAPHY
The primary color in the palette is the dark red shade, Pantone 7622 C, which loosely represents the color of azuki red bean paste and conveys the quality of the product. The two gray tones are used interchangeably for the word “Dorayaki” in the logo, depending upon the circumstances (please see logo variations). The dark salmon-red is a tint of the primary red, used as a secondary color for content such as sub-headings. A taupe shade is also used as a secondary color for neutral background tones and select areas of text.
Bodoni 72, in bold, and Macho, in light, are a pairing of serif and sans serif typefaces, which share rounded, slightly condensed letter forms. With slight variations in stroke width, Macho complements the varying stroke widths of Bodoni. Bodoni 72 bold is to be used as the main typeface for main headings, typically set in all caps. Macho light is to be used for sub-headings and body text. Macho in its regular weight may also be used for sub-headings. Tracking should be set to at least 60 for Bodoni and at least 20 for Macho to maintain legibility and a sense of simplicity and elegance.
PANTONE 7622 C CMYK 0 97 89 45 RGB 147 39 44 HEX 93272C
PANTONE COOL GRAY 5 C CMYK 13 9 10 27 RGB 177 179 179 HEX B1B3B3
PANTONE 7618 C CMYK 12 63 72 0 RGB 198 110 78 HEX C66E4E
PANTONE 7529 C CMYK 7 14 20 22 RGB 183 169 154 HEX B7A99A
PANTONE COOL GRAY 11 C CMYK 44 34 22 77 RGB 83 86 90 HEX 53565A
HEADINGS BODONI 72 BOLD
BODY TEXT MACHO LIGHT
A BC DE FGH I J K L M NOPQR ST U V W X Y Z a b c def g h ijk l m nop qrst u v w x y z 0123456789
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789
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BUSINESS SYSTEM
BUSINESS CARD Dimensions: 2.5” x 2.5” Our square business cards are designed to be easily recognizable while staying minimalistic. Roughly half of the front side is dedicated to white space to keep the focus on the information. A thin strip of red makes the main color obvious without overpowering any information.
CASEY TSEN
CREATIVE DIRECTOR 408 927 2580 ctsen@warakudorayaki.com
warakudorayaki.com
19409 Stevens Creek Blvd Suite #100 Cupertino, CA 95014
scale: 150% (front)
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scale: 150% (back)
January 1, 2017 Jane Doe 123 Main St San Francisco, CA 94105 Dear Ms. Doe, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas dapibus in risus sit amet lobortis. Pellentesque sed augue nunc. Mauris interdum augue nec augue vestibulum venenatis. Ut eu tristique dolor. Etiam vel fringilla tortor. Proin convallis, purus ac posuere suscipit, nibh dolor ultricies justo, pretium dictum ligula nisl a dolor. Maecenas sagittis nisl et dolor pharetra congue. Curabitur ac varius augue. Ut fermentum aliquet congue. Aliquam varius aliquet placerat. Etiam pulvinar ullamcorper auctor. Sed malesuada finibus turpis vitae mattis. Sed sollicitudin ultrices justo vel semper. Aenean fringilla velit at accumsan dictum. Vivamus velit elit, sagittis eu lacinia eu, porttitor ut massa. Suspendisse laoreet arcu at dolor scelerisque, egestas aliquam diam congue. Ut diam dui, laoreet ac tellus id, mattis aliquam lectus. Vivamus sed semper dui. Morbi ac justo pretium, dictum libero sed, consequat ante. Ut ut iaculis augue. Curabitur a nisi tortor. Cras bibendum dapibus erat in dignissim. Maecenas vel dignissim orci. Curabitur ornare ipsum eu orci imperdiet volutpat. Maecenas tempor libero ex, vel iaculis sem sollicitudin non. Aliquam iaculis ut ex quis malesuada. Pellentesque placerat, nunc vitae cursus vehicula, turpis lacus iaculis dui, et egestas orci massa vitae eros. Etiam ornare tincidunt enim ut viverra. Pellentesque euismod elit id enim tempus, eget posuere lacus lobortis. Aliquam eget nibh sed lorem volutpat bibendum. Aenean malesuada vestibulum justo, quis sodales risus iaculis id. Aliquam sit amet ultrices ante. Nam non luctus urna.
LET TERHEAD Dimensions: 8.5” x 11” Similar to the business card, our letterhead should feature enough white space to avoid a cluttered look. The red strip is also present here to highlight the brand’s main color, and the logo is kept at a minimal size to keep the focus on the letter’s content. The ideal font size and leading is 10/12, with tracking in the range of 20–30. Any other font size and leading combination must have a difference of at least 2 (e.g., 12/14). Tracking should be set to at least 20, as per our typographical standard.
Sincerely,
Casey Tsen Creative Director
19409 Stevens Creek Blvd Suite #100 Cupertino, CA 95014 408 927 2580 warakudorayaki.com
scale: 75%
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#10 ENVELOPE Dimensions: 9.5� x 4.125� The #10 envelope uses a variation of the logo without the mark, which is instead placed on the flap. Consistent with the rest of the business system, the envelope utilizes a fair amount of white space. The return address includes the address and website, set in 8 point text. Envelopes must be sealed from the interior of the flap (no stickers or tape on the exterior).
19409 Stevens Creek Blvd Suite #100 Cupertino, CA 95014 warakudorayaki.com
Jane Doe 123 Main St San Francisco, CA 94105
scale: 100%
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M A R K E T I N G S T R AT E G Y
WEBSITE Our website features a clean interface, consistent branding, and large image banners. The site is responsive while staying consistent across platforms. There should always be enough space around the logo, navigation, text, and images so as not to interfere with each other.
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ADVERTISING: OUTDOOR Ads featuring a simple tagline, “Tea is always better with dessert,� are placed on exterior wall billboards (shown to the right), backlit advertising kiosks, and highway billboards. These ads are large enough to catch attention from a distance and are also placed in high-traffic areas. With a short and simple message, the purpose of these ads is to increase brand awareness and remembrance without information overload. Our outdoor advertising is strategically concentrated in larger cities, such as San Francisco and Los Angeles, to attract customers who are more likely to fit in the target market and where the product is more readily available. The look and feel should evoke a sense of luxury, and the background color must be solid white, black, or red.
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ADVERTISING: PRINT The tagline, “Tea is always better with dessert,” is also used in our magazine advertisements. We advertise in magazines to reach specific potential customers, who subscribe to magazines that focus on a luxurious lifestyle. By advertising in a highly shareable print medium, we hope to reach not only potential customers who are subscribed to the magazine, but their friends and family—who are likely to fit our target demographic—as well. Ads are run monthly, in line with each magazine publication. The look and feel should evoke a sense of luxury, and the background color must be solid white, black, or red.
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POP-UP SHOP
At the beginning of each season, we hold two pop-up shops—one located in the Bay Area and the other in the Los Angeles Area. These pop-up events are held for 1 day at a time, and are attendable by invitation only. Invitations are sent to long-time customers and social media brand ambassadors to maintain a level of exclusivity, but invitees are encouraged to bring up to 3 guests. This is a social event, where guests watch as their fresh dorayaki is made, which is then served with green tea. Each pop-up shop menu includes both the original dorayaki flavor, as well as a “seasonal” flavor, exclusive only to the event: Winter: red bean and chestnut filling Spring: matcha pancake Summer: red bean ice cream filling Fall: red bean and cream filling Branding should be displayed prominently on the exterior signage, while the interior should be kept minimalistic. Seasonal flavors do not permit the use of colors outside of the color palette.
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T R A N S P O R TAT I O N Our dorayaki is transported to retailers in a truck branded with the original logo on a white background. The logo must be large enough to register at a glance on the road.
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MERCHANDISE Merchandise is available on the online shop. Our tote bags and t-shirts are made from recycled cotton to promote the importance of sustainable production methods. With a clean look and feel, both products feature minimal branding and main palette colors.
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PA C K A G I N G DESIGN 26
PRELIMINARY SKE TCHES Inspired by bamboo, initial sketches focused on mimicking the stacking aspect of bamboo stalks, with each piece of dorayaki in its own paperboard package, placed on top of each other, and potentially having a handle. Biomimicry of honeycomb was also integrated by changing each stacked package into a hexagonal form, with the purpose of easily fitting packages together on shelves. The concept of individually stacked packages was ultimately discarded due to the lack of stability and the need for extra materials to keep the packages stacked together. The hexagonal shape became the focus instead, and after extensive research on origami-inspired packaging methods, a twisted form was deemed most successful in terms of stability and elegance. To add aesthetic interest and a clearer reference to origami, the idea of a self-sealing fold was explored for closing the top and bottom of the package.
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PROTOT YPES In the process of physically developing the package, three main prototypes were made to determine any issues that needed to be remedied and if the aesthetic was acceptable.
Prototype 1
Prototype 2
Prototype 2.1
METHOD Prototype 1 was made from 20 lb paper, with the purpose of ensuring that the look and feel of the package correctly correlated with the company’s branding. No color or labels were applied at this stage, allowing for a critique of just the form.
METHOD Prototype 2 used 100 lb paper as the base structure, with 20 lb paper to show the color and a rough layout of labeling. The purpose of this prototype was to determine if the structure held up with thicker paper and to see how the labeling would appear.
METHOD Prototype 2.1 also used 100 lb paper to create the structure. This prototype was used to determine the best way to allow each panel to become more flexible, thus deeming the color and labeling unneccessary in this exploration. Multiple directions of scoring were used to see how the paper would react.
OUTCOME The placement of labels on the back three panels were successful in being hidden when displayed on a shelf, so the only changes needed were refinements in wording and details. Since the flap lengths were fixed, the top and bottom successfully lay flat. However, the thicker paper did not solve the problem of concaving panels.
OUTCOME Scoring parallel to the panel folds was most successful, as it caused the panels to bend with the twist. This fixed the concaving issue and also made assembly of the package easier.
OUTCOME It was determined during this prototyping phase that the material had to be thick enough to hold up against the concaving effect from the twists and thin enough to bend with ease. At this stage, the length of each top and bottom flap was too long in the dieline, causing the flaps to cave inwards rather than lie flat.
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S T R U C T U R E & A S S E M B LY The structure of the packaging strongly shows its biomimicry of bamboo. The flexibility of bamboo inspired the scoring along each of the panels. Since bamboo’s flexibility comes from fibers being densely packed into the stalk, this concept was used to make each panel easier to bend. This was necessary due to the twisted form of the structure, as either end of the packaging had to be twisted up or down to meet the other side. The scoring also decreased any unwanted bending within each panel, as the flexibility allowed for a smooth curve. To assemble the package, a piece of chipboard was cut and scored along the dieline. The color and labeling were also applied by using the dieline, printed on 20 lb paper. (During the actual production process, the exterior elements will be printed directly on paperboard.) The structure was then twisted and connected at the ends, after which the upper and lower flaps were folded over each other to form a seal. The individual packaging was made with 20 lb paper (but will be made with parchment paper during mass production). The folds follow a simple template and create a seal similar to that of the exterior package, with six overlapping pieces. The folds were then secured with an oval seal to avoid exposure of the contents.
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L ABELING In order to follow the twisting form of the package, it was important for each section of labeling to be parallel to the lines of the panels. As a result, the nutrition facts label was modified to run diagonally down the back panel as a parallelogram, rather than a straight rectangle. All other text also followed this parallelogram shape, lining up with either side of its panel. The logo and bar code were not modified. The back three panels were used for the bulk of the information (nutrition facts, ingredients, and product information) so as not to interfere with the appearance of the package when placed face-forward on shelves. The logo was placed to fit within one panel in order to read more clearly than if it were placed over multiple panels.
Nutrition Facts
5 servings per container Serving size 1 piece (65g) Amount per serving
260
INGREDIENTS
Calories
Calcium Iron
0% 0%
*The % Daily Value (DV) tells you how much a nutrient in a serving of food contributes to a daily diet. 2,000 calories a day is used for general nutrition advice.
0
11152 21410
Dorayaki is a Japanese dessert—called wagashi— consisting of azuki red bean paste between two palm-sized castella pancakes. Our dorayaki is specially made to complement the flavor of freshly brewed green tea. We hope to bring you the authentic, traditional taste of dorayaki for a truly exceptional experience. Store in a cool, dry place. Please refrigerate after opening and consume within two days.
CONTAINS
wheat, egg, and soybeans
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BEST BEFORE: APR 12 2017
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WHAT IS DORAYAKI?
red bean paste (sugar, red beans, salt), wheat flour, sugar, egg % Daily Value* powder, rice powder, trehalose, Total Fat 4.5g 7% honey, sweet cooking rice wine Saturated Fat 0g 0% (glutinous rice, rice, malted rice, Trans Fat 0g glucose syrup, ethyl alcohol), Cholesterol 0mg 0% vegetable oil (soybean and Sodium 80mg 3% rapeseed), baking powder Total Carbohydrate 48g 16% (sodium bicarbonate, Dietary Fiber 0g 0% monocalcium phosphate, Total Sugars 37g aluminum potassium sulfate, Protein 6g calcium sulphate, potassium Vitamin A 0% acid tartrate, cornstarch), Vitamin C 0% sodium bicarbonate, glycine.
PRODUCT OF JAPAN
NET WT 11.46 OZ (325 G)
Manufactured by Waraku Co., Ltd 1313-1 Tadakicho Ashikaga City Tochigi Pref 329-4214, Japan
FINAL PRODUCT The final product is to be displayed with the logo panel facing forward. Preferably, packages will be displayed in one layer on shelves, fitted against each other. However, it is also acceptable to stack them on top of each other at a maximum of two layers. Each package will contain five pieces of dorayaki, stacked atop each other, with the folds and the seal facing downwards.
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CONCLUSION 32
D E S I G N A N A LY S I S INTRODUCTION As a high-end, traditional dorayaki brand, the purpose behind Waraku Dorayaki’s rebranding and repackaging is to (a) open up the existing market to those who enjoy the authentic and luxurious aspects of the dessert, and (b) provide both a sustainable and beautiful package. The designer creates and follows a consistent standard, which conveys the brand’s elegant aesthetic and sustainable function.
will become available in major cities across America in the previously mentioned chains, as well as their regional counterparts. Online shipping availability will also expand during this time. As demand and awareness increases on a national scale, the product will become available in all Asian and upscale supermarket chains nationwide in the fourth year.
promotion on exterior wall billboards, highway billboards, and advertising kiosks. This will especially attract attention in areas with a higher concentration of upscale supermarkets, and all advertisements will include a link to the online store. To handle the wider range of distribution, marketing and online store employees will be added to the team.
PROBLEM STATEMENT On the current market, dorayaki is packaged in three layers of plastic. The repackaging takes a sustainable approach, using recyclable paper rather than plastic, while providing adequate protection to the dessert’s soft form. The branding and packaging is designed with a high-end look and feel to differentiate the brand from the current market niche. To show that our dorayaki is an elegant dessert rather than a snack, our product will be branded to appeal to a more sophisticated target market.
METHODOLOGY Year One: Asian Supermarket Chains Waraku Dorayaki will first be launched in Asian supermarket chains in California, such as 99 Ranch Market and Mitsuwa Marketplace, which are mainly found in large metropolitan areas. Promotional merchandise consisting of t-shirts and reusable tote bags will be distributed in-store to increase brand awareness. Team members who distribute these items will also be responsible for offering sample dorayaki with tea and actively promoting the product. In addition to sales and distribution members, the team will also consist of pastry chefs, quality control specialists, and packaging specialists.
OBJECTIVES Waraku Dorayaki’s objective in the first year is to be released in Asian supermarket chains within California, primarily located in the Bay Area and the Los Angeles area, where Asian foods are most widely accessible. In the second year, the product will be more easily attainable and will be distributed in upscale supermarkets across California, and the online store will open. In the third year, the product
Year Two: Upscale Supermarket Chains & Online Store In the second year, Waraku Dorayaki will hit the shelves of high-end grocery retailers in California, such as Whole Foods and Nugget Markets, and the quality of the ingredients and tasting experience will be the main emphasis. The online store will open in the latter half of the year, with shipping available to the contiguous West Coast (California, Oregon, and Washington). Advertising will shift toward outdoor
Year Three: National and Online Shipping Expansion In the third year, distribution will expand to upscale supermarket chains in major cities across America (Seattle, New York City, etc.), such as Wegmans and Dean & DeLuca. Online shipping availability will expand to the rest of the United States. Marketing will see a shift to a more specialized approach (while simultaneously running the previously existing strategies), especially in acknowledging loyal customers. This will take the form of magazine advertisements, to specifically reach the target market, and seasonal pop-up shop events. To stay within the exclusive guidelines of the pop-up shop, they will only be held in the Bay Area and the Los Angeles area. These events will require more kitchen and marketing team members, as well as temporary servers. Year Four: Nationwide Distribution Waraku Dorayaki will be found on the shelves of all major Asian and upscale chains across the nation during the fourth year. All marketing activities will continue, with outdoor advertisements and the pop-up shop being the main forms of reaching and retaining the target market.
EVALUATION Measuring progress on the objectives will be achieved by assessing sales and customer survey data during weekly meetings, attended by senior specialists in each department. The last meeting of each quarter will serve as a checkpoint for when an end-of-quarter subset of goals must be completed. Sales data (e.g., in-store purchases, online purchases, etc.) will come from store records and be evaluated by sales analysts. Customer surveys will be distributed by email when online purchases are made, as well as during promotional activities in-store. The sales and online store employees are responsible for distributing and evaluating these surveys and presenting the results. These means of evaluation have been chosen for the ease at which they can be attained and the accuracy with which they convey company data. PROJECT SUMMARY Waraku Dorayaki strives to bring a traditional, high-quality take on dorayaki to the market and to expand the market demographic. The strategy and intent behind our brand’s approach is the result of extensive research of current market conditions, traditional recipes, quality ingredients, and Japanese confection (wagashi). Our product is targeted toward an audience seeking high-end dessert, who will appreciate the experience designed around our product. We hope our dorayaki, specially created with taste and authenticity in mind, will achieve its purpose of showcasing the beauty of Japanese dessert and of promoting sustainability through packaging.
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CONTACT US 19409 Stevens Creek Blvd Suite #100 Cupertino, CA 95014 408 927 2580 contact@warakudorayaki.com warakudorayaki.com