01 V I S UA L S T R AT E GY G U I D E
N E W G O U R M E T, 2 0 1 7
V I S UA L S T R AT E GY G U I D E
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OUR HISTORY 08 11
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Brand Overview Brand History Brand Timeline
TABLE OF CONTENTS
2 3 OUR FUTURE
COMPETITORS
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Mission Statement Our Audience 32 Our Past Look 33 Our Future Look
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Current Competitors Adjacent Competitors 40 Aspirational Competitors
01 OUR HISTORY 08 11
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Brand Overview Brand History Brand Timeline
GOURMET
VISUAL STRATEGY GUIDE
Chapter 01
Brand Overview
IT HAS A CERTAIN DOOMSDAY QUALITY BECAUSE. IT’S NOT JUST A FOOD MAGAZINE. IT REPRESENTS SO MUCH MORE. IT’S AMERICAN CULTURAL ICON.
Gourmet Magazine was an American food magazine. Gourmet magazine was a monthly publication of Condé Nast and the first U.S. magazine devoted to food and wine. 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.)
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Gourmet Magazine treated food as a part of culture. Though it carried recipes, it was not a recipe magazine. Instead, it was more of an “aspirational life-style” magazine. Gourmet Magazine was above all a “good read”, rather than something you propped up in the kitchen as an instructional recipe guide.
OUR HISTORY
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Chapter 01
Brand History
THIS IS REALLY NOT A MAGAZINE THAT IS JUST ABOUT RECIPES. IT HAS ALWAYS BEEN A MAGAZINE THAT COVERS FOOD AS CULTURE.
Gourmet was founded by Earle MacAusland who went on to serve as publisher and editor in chief for nearly forty years. Its first issue was January 1941. On October 5, 2009 Condé Nast announced that Gourmet would cease monthly publication by the end of 2009, due to a decline in advertising sales and shifting food interests among the readership.
In June 2010, Condé Nast announced that by the end of 2010, Gourmet Magazine would be revived for Apple Computer’s iPad. A website called Gourmet Live was launched at http://live.gourmet. com/, The magazine as an app for iPad was released publicly on 23 September 2010.
The Gourmet brand continues to be used by Condé Nast for book and television programming and recipes appearing on Epicurious.com. Since the end of its regular run, Condé Nast has also used the Gourmet brand in a series of special edition magazines, covering niches ranging from grilling and Italian food, to quick recipes, holiday foods, and comfort foods.
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Chapter 01
Brand Timeline
1943 Founder Earle R. Mac Ausland assumes chief editor position.
1941 First issue.
1949 to 1951 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.
1945 Move into offices in Plaza Hotel, New York city. 1952 The magazine began to tie food with travel.
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1969 The magazine had collected a group of writers with specialist, even academic, expertise on certain topics, rather than the all-purpose writers it had relied on before.
1975 In the 1970s, there was further emphasis on specialized items.
OUR HISTORY
1980 The magazine that it started focusing on American regional cooking, and Italian food.
1989 Gourmet tried to catch up to life around them by offering simplified menus and shorter articles.
1983 MacAusland’s widow sold Gourmet in 1983 to CondÊ Nast, and Jane Montant became chief editor of the magazine.
2009 Since 2010, it was relaunched as a website.
1999 Ruth Reichl was appointed chief editor.
2010 New gourmet magazine will provide recipes worldwide for customer on digital.
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02 OUR FUTURE
Mission Statement Our Audience 32 Our past look 33 Our future look 16
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VISUAL STRATEGY GUIDE
Chapter 02
Mission Statement
OUR MISSION IS TO USE FOOD TO LINK PEOPLE FROM DIFFERENT CULTURAL BACKGROUNDS.
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Chapter 02
Mission Statement
REBRANDING OBJECTIVE The new Gourmet magazine will focus on different cultures. People can sharing their life experiences or discovering different culture worldwide. It can promote understand between different cultural backgrounds. Not limited to food, and it can be culture.
A long time ago, Gourmet magazine it’s not just a food magazine. It represents so much more, and it’s an American cultural icon. The gourmet magazine includes history, travel, culture, food, and politics. The new Gourmet magazine will focus on different cultures. People can discover different culture worldwide and to use food to link people that It can promote communication among the various cultural backgrounds. Through brand strategy, our mission is, with the food as the media, to promote the values of good living with rich cultural connotation and to more and more different people. The Gourmet could be a language, and it can be any social media, digital APP, and website to sharing the story to know each other.
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Chapter 02
Our Audience
OUR TARGET AUDIENCE FOCUSES ON A VARIETY OF PEOPLE PASSIONATE ABOUT FOOD AND CULTURE. WE ARE ALSO FOCUSING ON PEOPLE WHO LIKE COMMUNICATING WITH PEOPLE FROM DIFFERENT CULTURES.
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CORE AUDIENCE
NOT OUR CORE AUDIENCE
Our primary target audience who are interested in different culture and discovering different recipes and culture worldwide. They enjoy the contact with new and different cultures from different cultural backgrounds.
For this audience who aren’t care about food. These audiences always like to stay in one place. That audience keeps erratic schedules and doesn’t like to go out.
OUR FUTURE
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VISUAL STRATEGY GUIDE
Yoshida Yuko The happy educator • Lives in Osaka, Japan • 62 years old • Teacher
TRAITS 1. Yuko likes reading books about history because she wants to have more knowledge to teach her students. 2. She spends lots of money on food because this is her hobby. 3. She likes to watch TV food shows because she wants to cook for her husband and daughter. 4. She likes discovering restaurants with her husband, and shares them with people. 5. She likes interacting with the different students because she can learn a lot of different things from them. 6. She has many students from other countries, and she usually talks with her students to know them. 7. She likes to learn new things because it will give her students a better teaching experience.
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OUR FUTURE
Mary Wilson The thinker • Lives in Vancouver, Canada • 31 years old • Freelancer
TRAITS 1. Mary is full of imagination and enthusiasm and she loves to contribute articles to various magazines. 2. She loves writing because it gives her a lot of inspiration. 3. She has a lot of followers on Facebook because she usually delivers fascinating travel articles in magazines. 4. She is very curious about new things so that she can get inspirations from them. 5. She wants to work at night because ideas are innately inspiring at any time of the evening. 6. She intends to learn to how to cook because she usually works into the night and she gets hungry. 7. She also likes reading history books because they let her understand the cultural history of different countries.
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Diego Silva The food fan • Lives in Sao Paulo, Brazil • 12 years old • Elementary School Student
TRAITS 1. Diego’s father is a chef, and he has many opportunities to taste all kinds of delicious food. 2. His family has a diverse cultural background to help him understand different cultures because he thinks these are all fascinating things. 3. He likes traveling with his family because he likes to explore new things. During this time, he always enjoys the local food. 4. He tries to cook food for his family because he wants to make them happy. 5. He is good at communication with students from other countries because he has learned a little English. 6. He likes history and cares about culture because he will get to know more different things. 7. He likes to share his travel experiences with others to make different friends.
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OUR FUTURE
James Howard The innovative creator • Lives in London, British • 45 years old • French Chef
TRAITS 1. He wants to enrich his cooking experiences to provide a better dining experience. 2. He wants to open his own restaurant because he wants more people to eat his food. 3. He likes everything related to food so he can develop some new dishes. 4. He like researching nearby restaurants in the area to study the multiple aspects of cuisine more scientifically. 5. He wants to set goals and make a positive impact on his life. 6. He loves to try new food in the field and plans his menu based on when food is in-season. 7. He likes traveling because he can discover gourmet food around the world and communicate with different chefs.
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Herbert Wells The optimist • Lives in Los Angeles, CA • 23 years old • University Student
TRAITS 1. Herbert often uses Twitter because he likes to take photos while he is traveling. 2. Herbert loves to travel around the world and see a different cultures because these experiences significantly broaden his horizons. 3. He likes to eat Chinese food because he has been influenced by Chinese culture since he was in senior high school. 4. He loves backpacking because he wants to challenge the unknown. 5. He likes to make new friends, loves meeting different people and immersing himself in other cultures. 6. He eats organic food because he believes it is healthier. 7. He enjoys filming wild animals because they are interesting.
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OUR FUTURE
Helei Wong The foodie • Lives in Shanghai, China • 27 years old • Food blogger
TRAITS 1. Helei often visits Facebook, and posts status updates every couple of weeks because she likes people to pay attention to her. 2. She loves sharing photos with people because it is significant. 3. She likes to eat desserts because they look so appealing. 4. She wants to travel to several different countries around the world because she likes experiencing different cultures, food, and new things. 5. Helei loves her job because a lot of people support her blogs. 6. She wants to watch TV food programs because she can learn more about food. 7. She appreciates fashion design because she thinks that gourmet desserts are like fashion design, every detail adds to the perfection of the whole work.
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William Beare The strict disciplinarian • Lives in London, Britain • 35 years old • Lawyer
TRAITS 1. William has a lot of cases to deal with, so he doesn’t want to waste time. 2. Most of the time, he stays in the office because he needs to wait for clients. 3. During work time, he just eats vegetables rather than eating other food because he is vegan. 4. He doesn’t care about health, so it is hard for him to enjoy food from different countries. 5. He divorced a few years ago, so he is single, and he doesn’t take care of for himself. 6. He likes to go fishing with his friends, but most of them are too busy with jobs and don’t have enough time to plan. 7. He can’t cook, so he never pays attention to food information.
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OUR FUTURE
Rahul Rajan The workaholic • Lives in New Delhi, India • 49 years old • Software Developer
TRAITS 1. Rahul doesn’t like cooking because it’s a sheer waste of time. 2. He is immersed in software development because of a very stressful situation at work. 3. He doesn’t like to communicate with many different kinds of people because he is not very communicative and prefers to stay in his safety zone. 4. He doesn’t like traveling because he thinks traveling has wasted his money. 5. He prefers to stay at home at weekends because he has no idea of why to go out. 6. He thinks a lot about software development because he wants to do better in his field. 7. He can’t understand why a lot of people like and cook food because he thinks he should put time on other things.
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Chapter 02
Our Past Look These following pictures show how the old Gourmet look in the past. The gourmet visual of the old gourmet was to present luxurious, specialist and massive. The overall mood and tone makes you feel kind of complicated.
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Chapter 02
Our Future Look These following pictures show how the new Gourmet look in the future. According to the new mission of gourmet to use food link to people from different cultural background. So, we decided to show the look more discovery , understand and sharing into brand’s future.
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03 COMPETITORS
Current Competitors Adjacent Competitors 40 Aspirational Competitors
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Chapter 03
Current Competitors These current competitors focus on the history of food. There are mostly print news industry. These competitors report on exciting travel tips and essential stories.
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The World’s Best Food Magazine, offers a lifestyle twist that is a must-read for the high net worth individual.
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.
It primarily contains articles about science, geography, history, and world culture and discoveries that inspire people everywhere to care about our planet.
Cosmopolitan is an international fashion magazine for women, and its content as of 2011 includes articles on relationships, sex, health, careers, self-improvement, celebrities, fashion, and beauty.
COMPETITORS
Taste of Home magazine is an American cooking publication.
Port is a biannual style magazine with a focus on beautiful and intelligent content for the modern reader.
Lonely Planet is the largest travel guide book publisher in the world, the Lonely Planet books were the third series of travel books aimed at backpackers and other low-cost travellers.
Vogue is an American fashion and lifestyle magazine made up of many components including fashion, beauty, culture, living, and runway.
Travel + Leisure is a one-stop resource for sophisticated travelers who crave travel tips, news and information about the most exciting destinations in the world.
Condé Nast Traveler is a luxury and lifestyle travel magazine published by Condé Nast. Browse through the extensive range of free travel guides from Condé Nast Traveller. Read travel advice and tips from industry experts.
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Chapter 03
Adjacent Competitors Adjacent competitors are not only in the print new industry. They may exist in other media industries, museum and other industrial.
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Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world — online or from a mobile phone or tablet.
YouTube is an American videosharing website headquartered in San Bruno, California. Available content includes video clips, TV show clips, music videos, short and documentary films, audio recordings, movie trailers, live streams, and other content such as video blogging, short original videos, and educational videos.
MoMA is a place that fuels creativity, ignites minds, and provides inspiration. Its extraordinary exhibitions and collection of modern and contemporary art.
The New York Times is an American daily newspaper, founded and continuously published in New York City since September 18, 1851, by The New York Times Company.
COMPETITORS
GNC Holdings Inc. is a Pittsburgh, Pennsylvania-based American commercial enterprise focused on the retail sale of health and nutrition related products, including vitamins, supplements, minerals, herbs, sports nutrition, diet, and energy products.
The Louvre or the Louvre Museum is the world’s largest art museum and an historic monument in Paris, France. A central landmark of the city, it is located on the Right Bank of the Seine in the city’s 1st arrondissement.
TripAdvisor, Inc., is an American travel website company providing hotels booking as well as reviews of travel-related content. It also includes interactive travel forums.
Booking.com is a travel fare aggregator website and travel metasearch engine.
UberEATS is an online meal ordering and delivery platform launched by San Francisco, CA-based ride hailing company Uber Technologies. It partners with restaurants in dozens of cities around the world.
Four Seasons Hotels Ltd., trading as Four Seasons Hotels and Resorts, is a Canadian international luxury hospitality company headquartered in Toronto, Ontario. It operates more than 100 hotels worldwide.
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Chapter 03
Aspirational Competitors Gourmet’s aspiring competitor’s competitors are not just focusing on educating and change the way people look at this world but also focusing on the ways that food link people to each other.
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Nikon provides top of the range cameras and photography equipment, preparing you for an immersive experience creating beautiful images.
Instagram is a simple way to capture and share the world’s moments. Follow your friends and family to see what they’re up to, and discover accounts from all over the world that are sharing things you love.
Medium is an online publishing platform. The platform is an example of social journalism, having a hybrid collection of amateur and professional people and publications, or exclusive blogs or publishers on Medium, and is regularly regarded as a blog host.
The company is known for its modernist designs for various types of appliances and furniture, and its interior design work is often associated with an eco-friendly simplicity.
COMPETITORS
Pinterest is full of possibilities to design your life. Discover recipes, style inspiration, projects for your home and other ideas to try.
Cable News Network is an American basic cable and satellite television news channel owned by the Turner Broadcasting System, a division of Time Warner.
Discovery strives to celebrate, support and sustain the majesty of the earth’s people, animals and natural beauty.
Apple TV has live sports and news and select movies and shows in 4K HDR. It also features the Apple TV app and works with a wide variety of accessories.
Facebook is an American for-profit corporation and an online social media and social networking service based in Menlo Park, California.
Snapchat is can easily talk with friends, view Live Stories from around the world, and explore news in Discover.
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THE FOOD IS AS IMPORTANT AS FOOD ANYWHERE BECAUSE IT DEFINES A PERSON IS CULTURE. 42
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This book is a non-commercial project for educational purposes and is not intended to represent the Gourmet brand. Design Fangjing Chen Instructor Hunter Wimmer Typeface: Essonnes Acumin Pro Utopia Std