Brand Development

theproposition

product

To expand from the initial product a range of wooden tableware would be developed, made using reclaimed wood (including plates, bowls, serving dishes and transportable containers). Products would be available in a variety of woods to fit any homes decor.

Wood, and more so reclaimed wood, offers a story, presenting the opportunity to add character to any home.

price

Shibui products will be priced at the upper end of the tableware market as “reclaimed wood can cost three times the price of newly sourced wood.” (Niehaus, 2014) Platters like ‘The Sharer’ would vary between £30 - £60 (prices varying according to the wood used). In 2017, 45% of tableware shoppers aged 16-34 spent less than £50, as opposed to 70% of over- 65s (Holder, 2017), showing that at this price range, it is millennials who should be targeted. Across all age groups 45% consumers spent over £50 in 2017.

place

In the tableware market, supermarkets are often the most popular retailers however they command less overall spending due to the lower-value products they often stock. (Holder,

2017) Shibui will be situated on the upper end of the market, positioned as a durable, investment piece rather than one to be regularly replaced.

Due to this Shibui will be distributed via John Lewis and the brand’s own website, these routes will still offer them the opportunity to market to 50% of the overall market as 27% tableware sales within the UK come from online retailers and 23% from department stores. (Holder, 2017)

the brand

vision

To encapsulate the Japanese’ strong sense of family values and bring people together by altering the everyday event of eating at home into a more mindful dining experience, drawing back to basics and encouraging consumers to fully immerse in their food, a practice commonly only endured when dining out.

mission

To bring a sense of character and story to the table by enhancing natural attributes of reclaimed wood; putting focus on the natural wood grain rather than excessive design or colour to offer a rustic aesthetic and encourage mindful practice.

personality

humble, sophisticated and elegant, traditional

tone of voice

warmly welcoming, modest wisdom, calm and collected

values

Family-orientated, Eco-friendly

essence

Japanese culture refines rustic dining

design ethos

Japanese, refined, rustic

brand USP

Shibui will offer more than merely a wooden tableware range, they will present a lifestyle choice, unique aesthetic, culture and emotional benefit through the obvious environmental considerations, creating added value for the brand.

segmentation

The majority of Shibui’s revenue will come from B2C sales. Customers will be the middle to upper end millennials, aged 26-37 as older consumers prioritize more practical aspects (Holder, 2017) therefore making them less likely to be interested in the aesthetic and environmental factors Shibui offers.

Some B2B transactions will also take place in order to broaden scope for the brand.

reasons people buy

All customers will appreciate the quality of products and the craftsmanship in making them. It is this which makes them willing buy, and in some cases to pay above average for, our tableware.

However, there are other reasons consumers gain interest and commit to buy:

aesthetic environmental uniqueness culture wellbeing