Matt John and Katherine Ruiz

the anatomy of a brand

Anatomy Co-Directors Matt John and Katherine Ruiz share insight into how branding can drive meaningful connections and has even led to business growth during covid for their hospitality clients.

The resilience and adaptability of the Australian hospitality sector throughout the pandemic is truly commendable, and something that Anatomy Studios directors could see would be a “make or break” time for many in the industry. Branding and incubator agency Anatomy Studios specialises in retail FMCG food and QSR brands, which contributes to 70% of Anatomy’s revenue. The agency acted quickly to ensure their client base pivoted where necessary and leveraged highly relevant and engaging strategies as a means of safeguarding income for both client and the Anatomy studio itself.

“Sustainability is an issue that is also top of mind for consumers with 51% of those surveyed actively purchasing foods and drinks with less plastic and packaging.”

Anatomy Co-directors Matt John and Katherine Ruiz say that the key to their partners success over past 18 months has been almost entirely attributed to focusing on creating a compelling brand and customer experience. Anatomy’s QSR and FMCG expertise has meant that their clients have not only survived but have actually flourished throughout the pandemic and Anatomy itself has doubled its business over the past 18 months.

Representing some of Australia’s favourite food brands such as Roll’d Vietnamese and Soul Origin, Anatomy has earned a reputation for turning its clients into commercial powerhouses. Indeed, Soul Origin and Roll’d Vietnamese have grown by 123% and 110% respectively. Katherine Ruiz says, “Creating a memorable customer experience is key for brand growth. Customers remember how a brand made them feel. Whether it’s nostalgia, joy, excitement or even curiosity, a customer’s experience can establish loyalty and trust and ensure they come back time and again.” “The notion of creating emotional connections to brands is not new, however it is something that has become increasingly important in recent years as customers have become incredibly savvy around branding and have also demanded more from branding too. “Trends in consumer behaviour show just how important branding is when it comes to people making purchasing decisions. Branding has evolved to not simply be a look and feel, but brands have evolved to more resemble personalities in their complexity. Indeed, brands have even begun taking a stance on social issues – something that would have been virtually unheard of only ten years ago. For brands to begin commenting on social issues is a huge evolution in branding trends. It’s easy to see why a brand would be cautious to comment on most social issues, as it could risk alienating those who have differing opinions. However the current social climate is one where a brand is almost required to have an opinion,” says Katherine Ruiz. Toluna’s recent, Understanding the 2021 Consumer study reveals that Australian shoppers are more inclined to look for brands that align with their values. 69% of consumers in the study they would go out of their way to engage with brands that align with their values and 34% claimed they have already stopped supporting brands with conflicting values. Sustainability is an issue that is also top of mind for consumers with 51% of those surveyed actively purchasing foods and drinks with less plastic and packaging. “In terms of product branding and packaging, we are also looking to ensure packaging is as sustainable as possible and waste is reduced. These types of factors play a huge role in a consumer’s engagement with a brand and it’s imperative that we address these issues openly without greenwashing. “Businesses across the board understand how important it is to connect with their customers. Branding is often the first touchpoint a consumer has to a brand and so much can be communicated through great design and branding. In particular, through the pandemic, we knew it would be important to communicate a sense of normality wherever possible, and that our clients’ businesses were going through this tough time along with everyone else. “Establishing strong branding in quixotic times is crucial in maintaining rapport with customers. The “look” and “feel” of a brand can make or break a client’s branding. If the customer can’t connect with the brand, then you’re going to lose them,” Ruiz continues. Anatomy client Roll’d Vietnamese were determined to keep their staff employed through the pandemic and offer reliable employment when so many hospitality businesses were forced to lay off staff. The business used the time to expand, rather than contract and coming out the other side of the pandemic the business is now in a strong position and looking to expand internationally. Roll’d’s recent venture into 800 Coles stores across Australia via an FMCG product range and in-supermarket stores is testament to Anatomy’s ability to amplify Rolld’s brand presence in the Australian food and beverage industry. “Since launching an FMCG range into Coles, Roll’d has experienced exponential growth with Nuoc Mam, Spicy Hoisin Sauce and Rice Paper, the top three best-selling products. The incredible reception of this new range wouldn’t have been possible without our efforts in establishing a real connection between Roll’d and their now loyal fanbase over the past ten years,” Matt John says. John also notes that the pandemic has been a catalyst for new virtual brands to pop up as an additional income stream for food and beverage brands. This is something Anatomy have been instrumental in setting up for their clients. John says, “As we continue to deal with the unpredictable nature of Covid, brands are increasingly turning to online platforms to remain relevant and accessible. Virtual brands, which exist exclusively online and offer a delivery-only service, present a unique opportunity to increase turnover and widen product range. Adding on a virtual brand typically results in an increase of between 10-15% of sales. “For food brands such as Concept Eight, who own the Noodle Box master franchise, embracing a virtual brand format means that brands can open up to a broader audience and maximise revenue,” John concludes. v

about anatomy Studios

Anatomy studios is a branding studio with offices in Melbourne and Sydney. Anatomy Studios believes that the world doesn’t need another product or service. it needs brands with a message to inspire change. Anatomy work with brands that are brave enough to stand out for what they stand for. For more information visit: https://anatomystudios.com.au/

Source for toluna study https://www.cmo.com.au/article/689283/reportpandemic-shapes-habits-shakes-brand-loyalty/ (published 24 June 2021)