VISUAL STRATEGY GUIDE
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TABLE OF CONTENTS
VISUAL STRATEGY GUIDE
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TABLE OF CONTENTS
BRAND HISTORY 04 About Gourmet 06 History of Gourmet
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BRAND FUTURE 10 Our New Vision 12 Our Mission & Objective 14 Our New Audience 15 Our New Look 26 Current Competitors 28 Future Competitors 31 Adjacent Competitors
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Chapter 1
BRAND HISTORY 04 About Gourmet 06 History of Gourmet
ABOUT GOURMET
Gourmet has launched in the form of an American food magazine. Gourmet magazine was a monthly publication of Condé Nast and the first U.S. magazine devoted to food and wine. It was the most prestigious food magazine ever yet produced, and it treated food as a part of culture. Though it carried recipes, it was not a recipe magazine. (It was not until 1965, 25 years after it had been printing recipes, that Gourmet even set up its own test kitchens.) Instead, it was more of an “aspirational life-style” magazine, known for its long, leisurely articles of which food might be the focus, or, it might be just a pretext for the article, which veered off in other directions.
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It has a certain doomsday quality because it’s not just a food magazine. It represents so much more. It’s an American cultural icon. —James Oseland / Editor in chief of Saveur
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BRAND HISTORY
From 1949 to 1951, the magazine surveyed French cooking region by region, but even while this massive exercise was being undertaken, other cuisines besides French had started to claim print space in the magazine.
The magazine began to tie food The magazine started running
with travel.
serial narrative articles that became popular with readers.
The magazine had collected a group of writers with specialist.
Gourmet Magazine was launched on December 1940.
1940
1944
1950
1952
1969
Gourmet was founded by Earle MacAusland who went on to
on Europe and New York City, and most of its recipes
serve as publisher and editor in chief for nearly forty years.
carrying French names. Gourmet began publication just
Its first issue was January 1941, and its main competitor
before America entered World War II, which brought war
at the time was American Cookery, formerly the Boston
rationing. Its upscale audience was urged to save the issues
Cooking School Magazine which had been published since
and to use the recipes after the war and rationing ended.
1896. Much of the content was similar – articles on food,
On October 5, 2009 Condé Nast Publications CEO
recipes by the magazine, recipes submitted by readers,
Chuck Townsend announced that the magazine would cease
recipes requested by readers and advice sought by readers.
monthly publication; the company “will remain committed
But American Cookery was in black-and-white, printed
to the brand, retaining Gourmet’s book publishing and
on newsprint, with smaller pages and content focused on
television programming, and Gourmet recipes on Epicuri-
America. Gourmet was upscale, slick, in color, with a focus
ous. The show features editor Ruth Reichl visiting cooking
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The magazine had decisively left
Gourmet tried to catch up to life
its fascination with French food
around them by offering simplified
Since 2010, it was
far behind. It started focusing on
menus and shorter articles.
relaunched as a website.
American regional cooking, and Italian food.
Condé Nast announced that Gourmet would cease monthly publication by the end of 2009, due to a decline in advertising sales. MacAusland’s widow sold Gourmet to Condé Nast, and Jane Montant became chief editor of the magazine.
Ruth Reichl was appointed chief editor.
The magazine heralded the advent of food processors.
1975
1980
1983
1989
1999
2009
2016
schools around the world with well-known chefs. We will concentrate our publishing activities in the epicurean category on Bon Appétit.” In the aftermath of the announcement that Gourmet was folding, its cookbook, Gourmet Today, released a few weeks before the news, saw a significant spike in sales. The cookbook includes over 1,000 recipes for everything from vegetable dishes to cocktails. In 2010, it was relaunched as a website at www.live. gourmet.com.
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Chapter 2
BRAND FUTURE 10 Our New Vision 12 Our Mission & Objective 14 Our New Audience 15 Our New Look 26 Current Competitors 28 Future Competitors 31 Adjacent Competitors
OUR NEW VISION
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Gourmet got away from the things that are going on in people’s homes, and seemed to be for an elite that got smaller and smaller. —Judith Jones / the Knopf editor
Fostering cultural exchange between people from diverse background.
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OUR NEW VISION
Our mission is to use food to connect people from different cultures. In the past, Gourmet introduced Americans to the idea that food is pleasure, culture and history. The future Gourmet will not only treat food as a part of culture, but also focusing more on the ways that food connect people to each other. Gourmet will dedicate using food as a common language that helps different people to get to know each other, from satellite television channel to service, from telling stories of different food to shifting our cognition of food.
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OUR NEW AUDIENCE Our new audience will focus on people who are interested in various cultures and like communicating with people from different cultures.
Physicist
Educator
International Student
Businessman
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Core Audience People who are interested in different cultures. People who like to try new things. People who love tasting different cuisines from all over the world.
Diplomat
Creative Person
Tour Guide
Programmer
Not Our Target Audience People who always stay in one place and do not like to go out. People who care about nothing about food.
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OUR NEW AUDIENCE
JUSTIN ABBOTT
He is always passionate about all kinds of exquisite things
Creative Person
and desire to make them.
American
He likes to see the art works from different cultures so that
28 years old
he could get inspired and apply them into his design. He is a perfectionist when he is working. He kind of has OCD with all kinds of design details. He is very curious and open about everything new so that he could get inspirations from them. He is an eloquent person because he always need to express his design concepts to clients and make sure they understand him. He is good at photographing, and he especially like to take photo for some exquisite meals. He thinks that food can be sexy. He can always find some good restaurants in the city when he is exploring the city to generate inspirations.
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He always tells his students that it is never too old to
JOE EASTON
learn, so he keeps making himself to learn new things
Educator
every day. He likes exploring good restaurant with his wife in the city, and this is the happiest time in his life.
American 60 years old
He really enjoys to cook for his grandchildren and hear they like his cooking. He has many students from other countries, so he always talk to his students from other countries because he wants to understand them and learn from them. He likes traveling to the old places that he went before to see how different they are now and talk with old friends. He is interested in history of world because he thinks to know other cultures is a way to know himself. He likes to collect different cups from all over the world because he wants to know the way of different people drinking.
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OUR NEW AUDIENCE
WILLIAM CHEN
Due to his work, he needs to know different cultures,
Diplomat
and he thinks food is an important medium to present
Chinese 55 years old
the local culture. He is proficient in several languages due to his work, so he is easily to make friends from other countries. He has many chances to travel to other countries so he knows many customs from different countries that make him want to know more things from different cultures. He is a very enthusiastic person,and he always feel satisfactory when he make other people happy satisfactory and comfortable. He has many chances to give speech in the public so he is good at communicating with different people. Every year, he takes his families to travel to other countries, and let them experience different cultures and food. He and his wife like to invite people go to his home and BBQ at the backyard. He also encourage friends to bring their home cook meals and share with other.
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She has many experiences of communicating with people
HELEN GILL
from other countries, so she knows how to talk with them.
Tour Guide
She is interested in history and culture and share with
Canadian
people, so she chose tour guide as her job.
34 years old
She likes and is good at listening to other and make others comfortable. Once she gets time, she will take all kinds of class to enrich her knowledge, and she thinks it is a good way to make different friends. She also likes to travel in other countries to eat their food and experience different culture. She likes to share her experiences and knowledges with others to make friends. She works for a history museum, and she likes to hear different thoughts about the history from different people.
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OUR NEW AUDIENCE
BILL ALLEN
He is very good at communicating with people from different
Businessman
cultures that make his business to extend to other countries.
English
He speaks French, Spanish and English because he has busi-
42 years old
ness in Europe, so he knows many cultures about Europe. He cares about the news from different countries so that he could adjust business strategy. Every month, he flies from America to Europe several times due his business. His company hires many employees from different countries that boosts his international trade. He likes to see the National Geographic magazine to know different cultures. He likes to make friends, especially people who are from other countries.
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She is very interested in communicating with her class-
MONA AL MARRI
mates from different cultures because she likes to know
International Student
different cultures. She often ask her friends from other countries to teach her their languages that makes her so exciting.
Emirate of Abu Dhabi 19 years old
She has traveled many countries to see different cultures to enrich her life experiences. She can always adapt to a new environment soon because her outgoing personality. She likes to watch television program relates to culture and history, and make travel plan. She likes to join food festival in Japan town with her Japanese friends to know the Japanese culture. She learns how to baking from her America friends which is very different from what she learned in China.
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OUR NEW AUDIENCE
JINYONG KIM
He is really busy so that he has not enough time to enjoy
Programmer
his personal life.
Korean
He is a really shy person, so he doesn’t like to commu-
28 years old
nicating with other people because it makes him feel uncomfortable. He doesn’t like traveling because he thinks it takes too long on the road He doesn’t like cooking and thinks it is wasting time, so he always eat fast food microwaveable food. Everyday, he spends more than 10 hours sitting in front of the screen and has no other activities. He can not understand why a lot people treat food and cooking as an art because he thinks they should put time on other thing meaningful. He is big into video games. When he gets time, he prefer stay home to play video games rather go out to see some beautiful sceneries.
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He spends most of his life in laboratory doing all sorts of
EMMA ABLETT
physical experiments.
Physicist
He cares nothing, but physic, so it is hard for him to
German
make friends from other fields.
58 years old
He prefers stay home at weekends because he has no ideas of where to go out. Most of the time, he doesn’t like to spend time on eating because it is wasting of time, he needs time to observe his experiments. Normally, he eats fast food rather than sitting in the restaurant to enjoy the food. Even though he has many chances to attend seminars in other countries, he rarely go out of the hotel to explore the city because he is not interested in different cultures. He is not in good health, so it is hard for him to enjoy different taste of food due to longer-term use of the drug.
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THE OLD LOOK
Before
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THE NEW LOOK
Future
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CURRENT COMPETITORS
Life Magazine Life magazine is dedicated to change the way that people look at the world.
Time Its philosophy of telling the news through the eyes of people—not just as objective accounts of events—led to its popular feature, “Person of the Year,” and inspired the development of People magazine..
Look Magazine
The core of Look magazine is to bring a new outlook for your life.
People People is an American weekly magazine of celebrity and human-interest stories.
Reader’s Digest Reader’s Digest magazine inspires by celebrating what is best in our world, our communities and ourselves. Through shared stories and shared experiences, we provide ways for people of all ages to feel uplifted and connected as caring contributors to the global community.
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WWF We need to stop damaging our only life support system. A system on which we all depend. We need to share our world with all the other species that live on it.
National Geographic Our programs in field-based research, conservation, exploration, and education continue to provide the world with scientific breakthroughs and discoveries that inspire people everywhere to care about our planet.
Granta From Nobel laureates to debut novelists, international translations to investigative journalism, Granta publishes the best new literary writing and art.
HELLO! Hello (stylised as HELLO!) is a weekly magazine specialising in celebrity news and human-interest stories.
Bon AppĂŠtit Bon AppĂŠtit is an American food and entertaining magazine published monthly.
Unlike these brands above, our new brand is not just focusing on educate and change the way people look at this world, but also focusing more on the ways that food connect people to each other. To make food like a common language.
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FUTURE COMPETITORS
BBC BBC is to enrich people’s lives with programmes and services that inform, educate and entertain.
Discovery It inspires and educates to network and corporate cause-related partnerships to annual events that make a direct impact on the communities in which we live and work, Discovery strives to celebrate, support and sustain the majesty of the earth’s people, animals and natural beauty.
National Geographic Our programs in field-based research, conservation, exploration, and education continue to provide the world with scientific breakthroughs and discoveries that inspire people everywhere to care about our planet.
CNBC Get latest business news on stock markets, financial & earnings on CNBC. View world markets streaming charts & video; check stock tickers and quotes.
Bring our customers the best food and beverage values and the information to make informed buying decisions.
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Twitter From breaking news and entertainment to sports and politics, get the full story with all the live commentary.
TLC The TLC TV network opens doors to extraordinary lives.
COLORS COLORS was a pioneer in explaining how globalization is changing our lives and one of the first media outlets that encouraged people to think globally and act locally.
CNN Our mission is to create the finest possible news product and to present hard-breaking, national, and international news, as it unfolds. We deliver unparalleled perspectives across multiple categories, including political, medical, financial, technology, entertainment, and more.
Time Its philosophy of telling the news through the eyes of people—not just as objective accounts of events—led to its popular feature, “Person of the Year,” and inspired the development of People magazine..
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ADJACENT COMPETITORS
Facebook Bring our customers the best food and beverage values and the information to make informed buying decisions.
HELLO! Hello (stylised as HELLO!) is a weekly magazine specialising in celebrity news and human-interest stories.
Sprouts Farmers Market Hearst is one of the nation’s largest diversified media, information and services companies with more than 360 businesses.
Instagram It sells natural and organic food informed by a “Food Philosophy” and “Boot List”.
Linkedin World’s Largest Professional Network.
Snapchat Snapchat lets you easily talk with friends, view Live Stories from around the world , and explore news in Discover. Life’s more fun when you live in the moment!
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WIRED The WIRED conversation illuminates how technology is changing every aspect of our lives—from culture to business, science to design.
WWF We need to stop damaging our only life support system. A system on which we all depend. We need to share our world with all the other species that live on it.
Twitter From breaking news and entertainment to sports and politics, get the full story with all the live commentary.
Apple Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and​ Internet offerings
Walmart Love ways to save money and live better.
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DESIGNS
Crystal Chen
IMAGE SOURCE
www.pinterest.com www.flickr.com www.500px.com www.google.com/imghp?hl=en&tab=wi&ei=ALlNWJCwB42mjwOShJqADQ&ved=0EKouCBcoAQ www.seriouseats.com/2009/10/first-premiere-issue-of-gourmetmagazine-january-1941-vol-1-issue-1.html
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