Rebranding – Panera Bread Pamela Santamaria Miranda Lee
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TABLE OF CONTENTS Client profile
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creative brief
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swot analysis
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expanded target market
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mood board
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competitor analysis
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graphic toolbox
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style guide
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media
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conclusion
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CLIENT PROFILE About the Company Panera Bread is considered as a chain of bakery-cafe fast casual restaurants in the United States. As of September 24, 2013 they had 1,736 bakery-cafes in 45 states and in Canada by the names of Panera Bread, Saint Louis Bread Co. and Paradise Bakery & Cafe. They all deliver fresh, authentic artisan bread in a warm and friendly environment. We are committed to providing great tasting, quality food that people can trust. All of our bakery-cafes have a menu highlighted by antibiotic-free chicken and roasted turkey, whole grain bread, and select organic and all-natural ingredients, with zero grams of artificial trans fat per serving.
Mission, Vision, Goals To be a symbol for customers of warmth and welcome. To give pleasure and to be honest and genuine. To be “a life story told over dinner”, a “long lunch with an old friend”, a “weekday morning ritual”, a “kindest gesture of neighbors”, and “home, family and friends”. To deliver fresh and authentic food to everyone engaging them in a friendly and relaxing environment.
Target Audience There is Panera Bread in 45 states and in Ontario Canada, the audience is big. It is such a healthy fast food place were eating fresh is the main purpose. We want to target office people that want to eat something fast and healthy, to people who are looking for fast food places and care about their calories and health. Also for people who are looking for a realizing place to use WiFi and just want to enjoy a cup of coffee.
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Strengths and Core Competencies Panera Bread has had several recognitions and awards: 2013
COEX Innovation Awards • National Chain Winner in the Culinary/Operations
2012
Harris Poll EquiTrend — Casual Brand Of The Year Sandelman & Associates 2012 Quick-Track • #1 Attractive/ Inviting Restaurant in Excellent Fast-Food Chains • #2 Among Excellent Large Fast-Food Chains
2011
Harris Poll EquiTrend — Casual Dining Brand Of The Year MUFSO Pioneer Award — Significant Contributor To Industry Nation’s Restaurant News MenuMaster Innovator Award
Products/Services Our menu includes a wide variety of year-round favorites complemented by new items introduced seasonally with the goal of creating new standards in everyday food choices. Food for any meal:
• • • • • • • •
Hot Breakfast Morning Baked Goods Sandwiches Salads Boxed Lunches Soups & More Drinks Sweets
Tone/Current Design Style Used The current tone at Panera includes modern style interiors and earth tones. The colors represent calmness and healthy meals.
Niche Fast, healthy food for everyone.
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CREATIVE BRIEF Overview Fresh, delicious food is quickly gaining popularity in the fast-food industry. Panera Bread is at the forefront of this movement, with their freshly baked breads and pastries—not to mention the pastas, salads, soups, and sandwiches. They have several competitors, but none that can compare to their level of deliciousness. Au Bon Pain Co. bought the Saint Louis Bread Company in 1993, and began to totally re-stage the brand—slowly transforming it into the Panera Bread we know and love today. Panera has been named as one of Business Week’s “100 Hot Growth Companies,” further solidifying its place in the spotlight.
Unique Selling Proposition (USP) Panera Bread is the only bakery-cafe that effectively and efficiently serves eco-conscious, healthy food, FAST.
Objective/Purpose/Goals Panera Bread has kept the original branding from the beginning of the company in 1993. Our objective is to refresh the image of Panera Bread and to give it a more current flavor.
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Target Audience Ages 16-35, both male & female, multi-regional (at any Panera location), make $0-$90k/year. The target market is predominantly lower-middle to upper-middle class, composed of students and young business professionals. They are educated at a high school, college, grad school or post-grad level, and may be single or recently married (within the last 5 years). In their spare time, they enjoy being active and volunteering, as well as giving back to their community and contributing to the “green” effort.
Words That Describe the Visual Appearance You Want to Achieve Fresh, clean, natural, welcoming, homey, warm.
Tagline ‘Live Consciously. Eat Deliciously’. The tagline is meant to emphasize the company’s conscience.
Call to Action Come to Panera for a fresh, healthy breakfast, lunch, or dinner. Or all of the above. Find the location nearest you at panerabread.com
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SWOT ANALYSIS Strengths • paneracares.org 5 non-profit Panera Bread Cafes • Panera Cares Raise the level of awareness about food insecurity in this country, while also being a catalyst for change in our communities. Doesn’t matter if you can pay or not. • Board of Directors Won awards for being such good leaders • Awards and recognitions Not just as a restaurant but also their chefs have won prizes • Fast healthy food chain • Recipes online
Weaknesses • Price • Not as welcoming to children or big groups of people • Franchise
Opportunities • One of the best fast food chains • Best healthy fast food chain • Not as many in the competition
Threats • Competition is growing between companies
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EXPANDED TARGET MARKET
heather smith Age/Gender 22, female
Occupation Student, works part-time on campus.
Location
Education
Income Level
Marital Status
Columbus, OH
About $8k/year, part-time employee. Supported by parents.
Social Class Upper-middle class
3rd year at Ohio State, Junior.
Single, likes to go on lunch dates at Panera.
Hobbies Volunteering, knitting, cycling, yoga.
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MOOD BOARD
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COMPETITOR ANALYSIS
Current Competitors
Current Trends
• Atlanta Bread Company
• Seasonal Drinks (& food/pastries)
• Corner Bakery Cafe
• Catering
• Crispers
• Freshly baked goods, daily
• Einstein Bros. Bagels
• Free wi-fi
• Local Bakeries & Cafes
• Sustainability
• The Bunnery
• Community efforts
• Shmagel’s Bagels There are other restaurants out there that serve bakery/cafe style food & drink that you order at a register then pick up at the counter, then choose your own table. However, these places don’t have the same quality and conscience that Panera does. At Panera, bread is baked fresh, daily. At the end of each day, Panera donates all unsold bread and baked goods to local hunger relief agencies as a part of their Day-End Dough-Nation program. They serve their food with reusable plates and silverware, something that almost no other “fast-food” style bakery or cafe does as consistently.
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GRAPHIC TOOLBOX COLOR PALETTES OPTION 1
CMYK 54,47,100,30 CMYK 33,50,100,13 RGB 102,96,34 RGB 162,116,38 Hex 666022 Hex A27426 Pantone 455 Pantone 7511
CMYK 76,49,60,32 RGB 63,90,81 Hex 3F5A51 Pantone 5477
CMYK 9,23,46,0 RGB 232,195,151 Hex E8C397 Pantone 5
CMYK 13,86,86,3 RGB 212,70,60 Hex D4463C Pantone 7417
CMYK 40,14,100,0 RGB 165,186,65 Hex A5BA41 Pantone 618
CMYK 5,90,78,0 RGB 236,60,63 Hex EC3C3F Pantone RED032
CMYK 54,47,100,30 RGB 242,197,104 Hex F2C568 Pantone 141
CMYK 54,47,100,30 RGB 191,222,189 Hex BFDEBD Pantone 622
CMYK 82,52,65,47 RGB 37,69,64 Hex 25,45,40 Pantone 560
CMYK 24,26,38,0 RGB 196,180,157 Hex CFBF9D Pantone 7529
CMYK 38,57,100,24 RGB 137,95,0 Hex 895F00 Pantone 146
CMYK 19,44,100,2 RGB 207,145,6 Hex CF9106 Pantone 131
CMYK 18,21,36,0 RGB 209,192,164 Hex D1C0A4 Pantone 481
CMYK 14,75,88,3 RGB 206,94,54 Hex CE5E36 Pantone 7417
CMYK 5,24,64,0 RGB 241,194,114 Hex F1C272 Pantone 1335
CMYK 39,75,79,48 RGB 99,53,38 Hex 633526 Pantone 498
OPTION 2
CMYK 9,3,51,0 RGB 235,231,155 Hex EBE79B Pantone 601
OPTION 3
CMYK 30,53,100,13 RGB 167,114,0 Hex A77200 Pantone 139
OPTION 4
CMYK 47,41,79,14 RGB 139,125,75 Hex 8B7D4B Pantone 871
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GRAPHIC TOOLBOX TYPEFACES OPTION 1
OPTION 2
MENU
Menu
CREAMY TOMATO SOUP
CREAMY TOMATO SOUP
8.29 Vine-ripened pear tomatoes pureed with fresh cream for a velvety smooth flavor accented by hints of red pepper and oregano. Ser ved daily.
8.29 Vine-ripened pear tomatoes pureed with fresh cream for a velvety smooth flavor accented by hints of red pepper and oregano. Served daily.
ostrich sans (medium) 55pt
Musket (Regular) 40pt
Musket (regular) 13pt Maven Pro Light (300) 12pt
NOVENCENTO WIDE (BOOK) 12PT
OPTION 3
OPTION 4
C R E A M Y TO M ATO S O U P
CREAMY TOMATO SOUP
Menu
8.29 Vine-ripened pear tomatoes pureed with fresh cream for a velvety smooth flavor accented by hints of red pepper and oregano. Served daily.
Gabriola (Regular) 55pt g a b r i o l a (r e g u l a r) 18p t
ITC Avant Garde Gothic Std (Extra Light) 11pt
Klinic Slab (Book) 12pt
Menu 8.29
Vine-ripened pear tomatoes pureed with fresh cream for a velvety smooth flavor accented by hints of red pepper and oregano. Served daily.
Zapfino (Regular) 25pt
ITC AVANT GARDE GOTHIC STD (regular) 12pt
ITC Avant Garde Gothic Std (Book) 12pt
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GRAPHIC TOOLBOX LOGO CONCEPTS
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STYLE GUIDE
OSTRICH SANS (MEDIUM) ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 MUSKET (REGULAR) ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Maven Pro Light (300) ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuvwxyz 0123456789
CMYK 54,47,100,30 CMYK 33,50,100,13 RGB 102,96,34 RGB 162,116,38 Hex 666022 Hex A27426 Pantone 455 Pantone 7511
CMYK 76,49,60,32 RGB 63,90,81 Hex 3F5A51 Pantone 5477
CMYK 9,23,46,0 RGB 232,195,151 Hex E8C397 Pantone 5
CMYK 13,86,86,3 RGB 212,70,60 Hex D4463C Pantone 7417
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MEDIA SIGNATURE
SALADS Mediterranean Salmon 8.59 BBQ Chopped Chicken 7.59 Salmon Caesar 7.59 Grilled Chicken Caesar 6.89 Asian Sesame Chicken 6.99 Fuji Apple Chicken 6.99 cafe
SALADS Greek Salad 5.69 Caesar Salad 5.29 Classic Salad 5.29
Side choices WITH YOUR SOUP, SALAD, SANDWICH OR YOU PICK TWO
French Baguette Slice Whole Grain Baguette Slice Potato Chips Apple
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CONCLUSION Panera Bread hasn’t changed their logo or branding since the company star ted in 1993. In the process of rebranding Panera Bread, we decided that it was impor tant to keep the image of bread and healthiness at the forefront of our designs. By keeping the illustration of loaves of bread in the logo, we constantly keep the idea of bread in our customer ’s minds. We feel that the current logo and style of Panera Bread’s branding does not ef fectively por tray the message that the company is tr ying to send. The current logo is antiquated, and we wanted to update the feel of the company with cleaner typefaces and a simpler logo illustration. We kept the colors fairly close to the original branding, but decided that adding a warm red color to the palette would freshen up the look.
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CREATED FOR EDUCATIONAL PURPOSES Pamela Santamaria • Miranda Lee Flagler College ART 230 A Fall 2013