Johnny's Fine Foods by Samyu Murali

FINE FOODS

BRAND

BRAND HISTORY John Edgehill Meaker, an English butcher’s son, started Johnny’s Fine Foods in the 1950’s. As a child, he was affectionately called Johnny and he grew up in England in the footsteps of his father, who later shifted the family from England to Seattle, WA. John began to learn and understand the art of correctly flavoring a cut of meat from his father. He spent hours experimenting with ingredients to come up with the perfect combination. In 1940, he opened Crawford’s Sea Grill where he further developed unique blends of spices and seasonings. It became so popular that a second Crawford’s was opened and later on, yet another restaurant, Johnny’s Dock. Several customers asked Johnny about the unique flavor of his dishes and if they could

purchase them from him. This gave him the idea of sharing these flavors he created with people all over the country. In 1956, he created Johnny’s Original Seasoned Salt. They are available for purchase in US and Canada by several wholesalers and retailers such as Wal-Mart, Safeway and Costco. For close to 60 years, Johnny’s spices, seasonings and master blends have been immensely popular. From customer reviews, people in the past frequently used this brand to season their dishes and it became a staple in every family’s kitchen.

BRAND IDENTITY The current packaging of the brand has remained relatively same since the beginning. The logo was initially green and red and is now a single shade of black. Johnny’s initial slogan was “Pour it on anything”. But currently, they do not use it on all their branded content. Their packaging has different lines such as “Pour on the Johnny’s” or “It’s pure magic.” Johnny’s has accounts on several social media platforms such as Instagram, Twitter, Facebook, Pintrest and YouTube. In 2012, they tried to clean up their online presence through Kristen Theiler of IE Productions in Idaho. Since many consumers order products online, it is crucial that it is user friendly and easy to navigate. To attract the new wave of consumers, Johnny’s needs to find a better way to showcase and highlight their product features.

The distinguishing feature that makes Johnny’s products unique are that it is gluten free and healthy yet delicious and tasty. One feature of the website that I found interesting were the recipes that they provided. They are broken down into breakfast, lunch, dinner and quick’n easy and have several recipes that use one or more of Johnny’s products. I feel that this is a good idea that can be expanded and be made into an application.

SPICE INDUSTRY A report on the spice industry states that it is projected to be a 16 billion dollar industry by 2019. According to Global Industry Analysts, the US is the largest spice importer and consumer. Of late, U.S consumers have developed a taste for hot and spicy foods and beverages.

Due to increasing disposable incomes, consumers are willing to splurge on premium products. Moreover, the U.S consumer has started to become more health conscious and makes decisions on his purchases accordingly. The opportunity that exists here is to position the brand as the best choice for health conscious individuals with a refined palette. Currently, many people are not aware of these features and sometimes do not purchase the product because this information is not readily available.

COMPETITORS The primary competitors, based on similar target audience, brand persona and category research, are McCormick spices, Mrs. Dash and Penzeys spices.

TARGET AUDIENCE Johnny’s has a slight upper hand over its competitors because of the fact that it’s been around for so long and has created a loyal fan base. But this can be a problem too. The same consumers are the ones who are still using the product. When it was first launched in the late 50’s, I believe that their initial target audience would have been 20 to 40 year old women, especially mothers. As time passed, their audience has evolved and now caters to a very broad range of people. Some general characteristics of the proposed target audience are: - 24 – 60 year old men and women. - Has a good amount of disposable income. - Younger section is very tech friendly and always on the go. The older section also has some basic knowledge of technology and the latest gadgets. - Health conscious individuals with a passion for cooking.

THE LOYALIST

A loyal user of Johnny’s, the loyalist prefers to stick to tried and tested brands that she knows and trusts.

Sandra Schultz is a 55-year-old retired professional. She remembers her mother using Johnny’s seasonings on her dishes. She currently resides in Austin, Texas with her husband. On a typical weekday morning, Sandra likes to flip through the newspaper along with her morning coffee. She keeps herself busy throughout the day by managing charitable organizations. When she cooks, she makes sure that the ingredients that she uses are fresh and organic. She loves gardening and spends her free time on Pintrest finding interesting projects to work on. After a hard day, she likes to unwind in front of her favorite soaps with a glass of wine. Need: A seasoning from a trusted brand that is healthy and fresh and makes her dishes taste better.

THE TESTER

A connoisseur of cooking, the tester may be a professional or just simply like to dabble and create dishes in his home.

Ian Reed is a 35-year-old young professional who works in an advertising firm. He lives in Chicago and his weekdays are busy. On weekends, he tries to relax through his hobbies, one that includes cooking. He is very health conscious and tries to stay fit by jogging every morning while listening to his iPod. He has a busy social life and invites his friends over frequently. He stays connected through his iPad, iPhone and laptop and frequents Facebook to stay in touch with his friends. Need: To enhance the flavor of his culinary masterpieces but at the same time, not add unnecessary chemicals or calories.

THE NEWBIE

This type of user is new to cooking and has little to no experience in the culinary field.

Rebecca Whitley is a 25-year-old financial analyst living in LA. As an up and coming professional, Rebecca likes to socialize a lot and tends to host a lot of parties. She likes to eat healthy whenever possible. After university, she is slowly learning how to cook for herself. She selects items according to online reviews, recommendations from peers and ads that she sees either on TV or in magazines that she reads. She likes to express her opinion on many things and uses Twitter and Instagram to do so. On weekends, you can find her running around finishing errands. In her free time and when she is not with her friends, she likes to relax in front of a good TV show. Need: A simple product that can be used on any dish yet gives it a unique taste.

STRATEGY There are 4 key areas that can be classified as weaknesses that the brand currently possesses. - Not connecting with the newer generation. - Brand design is outdated. - Does not highlight product features. - Website is hard to navigate.

The common need with the target audience is that, apart from being health conscious, they all want to create delicious culinary creations not only for themselves, but for their friends and family. So the big idea behind this is that Johnny’s seasonings have the power to bring people together. I want to highlight the fact that this product is gluten free and low in sodium content, that it

is a healthier choice. Johnny’s is a family brand. The voice carried out will be intelligent and honest. One example can be “The best things in life are meant to be shared.” The colors used will reflect the positioning of the product – warm, hearty, organic and trustworthy.

REBRAND OBJECTIVES For rebranding Johnnyâ&#x20AC;&#x2122;s Fine Foods, I had four main rebrand objectives. The first is to position the product as the perfect accompaniment to family dinners and home cooked meals. Second, highlight the key product features to the proposed target audience. Third, introduce a special edition of the brandâ&#x20AC;&#x2122;s identity to commemorate the completion of 60 years of excellence in

production. Finally, I want to form a cohesive brand design that can be incorporated into various elements such as package design, website and mobile app. Overall, the main objective is to present a clean and modern looking brand design that embodies the updated persona and identity.

IDENTITY

PROCESS

PRIMARY LOGO This is the main logo preferred for all materials. It is required for stationary and business cards. As a two part logo, it can be seperated when required. Detailed instructions on how to do so are as follows. The double color logo is preferred, but if it is not available, the signature colors may be used instead.

COLOR PALETTE Green and black will be the signature colors for Johnnyâ&#x20AC;&#x2122;s new identity system.

TYPEFACE : LOGO The primary typeface for Johnnyâ&#x20AC;&#x2122;s logo is now Bebas. A strong sans serif typeface, Bebas exudes confidence and highlights all the characteristics that the brand wants to be known for - fresh, honest and trustworthy. Lora is used as the subtext for the logo. A fine relationship between the serif and sans serif typefaces adds a unique feel to the logo and the whole identity of the brand. Bebas and Lora may be used only for the logo for Johnnyâ&#x20AC;&#x2122;s and selected identity materials and nothing else. Furthermore, only the approved versions of both these typefaces may be used.

TYPEFACE : COLLATERALS Avenir and minion pro will be the official typeface used for official materials such as advertisements, banners, posters, TV ads etc.

PACKAGE DESIGN

PROCESS

INITIAL MOCKUP

FINAL

Our Promise JAMAICA ME CRAZY

Sea Salt SEASONED

GLUTEN FREE

3 OZ ( 8 5g)

We are proud to offer natural, organic and “Free from” premium quality products with the ingredients you know and want. Our organic products are certified to meet USDA standards and our “Free from” food products are just that — free from artificial colors, artificial flavors, and artificial preservatives. We include only what’s necessary. You’ll know what’s not in our products because we tell you. From organic certification to our “Free from” criteria, we’re serious about offering you the best.

A blend of old world flavors that will make your catch perfect whether grilling roasting or broiling. INGREDIENTS: Sea Salt, Garlic, Black pepper, Spices, Onion, Citric acid, Lemon oil. NUTRITIONAL FACTS

Serving Size: 1/4 teaspoon (0.8g) Amount Per Serving Calories 0

Calories from Fat 0 %Daily Values*

Total Fat 0g Sodium

320mg

Total Carbohydrates

Sugars

Protein

*Daily Values (DV) are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.

Pull

Our Promise JAMAICA ME CRAZY SEASONED

Spicy Pepper GLUTEN FREE

3 O Z ( 8 5 g)

A spicy blend of black pepper, cane sugar, paprika and Johnny’s Spices. Great on grilled meats or slow cooked roasts, salads, eggs, baked potatoes and all vegetables. INGREDIENTS: Pepper, spices, granulated sugar cane juice, paprika, red and green peppers, onion. NUTRITIONAL FACTS

Serving Size: 1/4 teaspoon (0.8g) Amount Per Serving Calories 3

Calories from Fat 0 %Daily Values*

Total Fat 0g Sodium

0mg

Total Carbohydrates

Sugars

Protein

*Daily Values (DV) are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.

Pull

Our Promise JAMAICA ME CRAZY SEASONED

Lemon Pepper GLUTEN FREE

3 OZ (85g)

A blend of cracked black pepper, lemon and Johnny’s spices. Perfect for grilled seafoods. Great on chicken, grilled seafood, vegetables or fresh fruit. INGREDIENTS: Sea Salt, Garlic, Black pepper, Spices, Onion, Citric acid, Lemon oil. NUTRITIONAL FACTS

Serving Size: 1/4 teaspoon (0.8g) Amount Per Serving Calories 2

Calories from Fat 0 %Daily Values*

Total Fat 0g Sodium

150mg

Total Carbohydrates Protein

Sugars

0.5g

*Daily Values (DV) are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.

Pull

INGREDIENTS: Sea Salt, Garlic, Black pepper, Spices, Onion, Citric acid, Lemon oil. DISTRIBUTED BY: JOHNNYS FINE FOODS, 319 E 25TH STREET, TACOMA, WA. 98421. COPYRIGHT 2015. REGISTERED TRADEMARK OF JOHNNYS FINE FOODS. LEARN MORE AT WWW.JOHNNYSFINEFOODS.COM

JAMAICA ME CRAZY

Sea Salt SEASONED

JAMAICA ME CRAZY

LEARN MORE AT WWW.JOHNNYSFINEFOODS.COM

A spicy blend of black pepper, cane sugar, paprika and Johnny’s Spices.

SEASONED

Spicy Pepper

A blend of old world avors that will make your catch perfect whether grilling, roasting or broiling.

JAMAICA ME CRAZY SEASONED

Lemon Pepper

A blend of cracked black pepper, lemon and Johnny’s spices. Perfect for grilled seafoods.

WEBSITE

CONCEPT Current Website Analysis : Focusing on the website, the design and layout do not connect with the newer generation. Not only is it hard to navigate, the website does a poor job of highlighting the key features of the products. WEBSITE RE-DESIGN The new logo, stationary and package design all have a clean and organic feel associated with it. For the website, I wanted to carry out the same style throughout. I identified that the main problem with the website was the cluttered information that was overwhelming to the user. Secondary problems included repetitive information, lack of a common style template and overall usability of the site.

VISUAL DESIGN - Clean, minimal design that lends a wholesome and organic feel. - Use of limited color palette so as to not overwhelm the user. - Style that matches the identity and package design of the brand.

USER GOALS To make the website easy to use for such a broad range of people, the main goals are: - Navigation bar allowing the user to easily move through the website. - Clearly visible text with no distracting features.

- Organized and easily accessible information.

STRATEGY - Create a website that highlights the main features of the brand and allows users to navigate and find information at the click of a button. - Showcase and position Johnnyâ&#x20AC;&#x2122;s through its online presence as the perfect accompaniment to family dinners and home cooked meals and for home chefs and professionals alike. To look at the live website, go to: http:/www.studentpages.scad. edu/~smadab20

SITEMAP HOME index.html

ABOUT

PRODUCTS

RECIPIES

CONTACT

about.html

products.html

recipies.html

contact.html

SHRIMP SCAMPI

shrimpscampi.html

SEASONING SALTS

SPREAD

seasoning.html

spread.html

MASTER BLENDS

masterblends.html

MARINADE marinade.html

FLAVOR CLUB

SITEMAP HOME

• Logo • Connect (Social Media) • Cart • Nav Bar (Home, About, Products, Recipies, Contact, Flavor Club) • Banner Image of dish with product • Our Promise • New Recipie Image • New product Image • Join Flavor Club Image • Marinade Image • Footer with: About, Contact, Terms and Conditions, Privacy Policy, ©Copyright Johnny’s Fine Foods 2015 All Rights Reserved

ABOUT

• Banner Image of Johnny’s food truck • How it Started • Image of 1st Johnny’s Restaurant • Image of Seattle • Join Flavor Club Image • Marinade Image

PRODUCTS

• Banner Image of Johnny’s Products • Seasoning Salt Image • Spread Image • Master Blends Image • Marinades Image • Speciality Packs Image • Our Promise Image

SEASONING SALT

• Image of Seasoned Sea Salt (click to enlarge) • Description of Product, Ingredients, Nutritional facts, cost and order now. • Read Reviews Image • Speciality Packs Image • Marinade Image • Featured Recipie Image

RECIPIES

• Banner Image of food on a table • Breakfast Recipies Image • Lunch Recipies Image • Dinner Recipies Image • Snacks Recipies Image • Featured Recipie Image • Speciality Packs Image • Marinade Image • Browse Products Image

SPREADS

• Image of Spicy Pepper Spread (click to enlarge) • Description of Product, Ingredients, Nutritional facts, cost and order now. • Read Reviews Image • Speciality Packs Image • Marinade Image • Featured Recipie Image

MASTER BLENDS

• Image of Master Blends (click to enlarge) • Description of Product, Ingredients, Nutritional facts, cost and order now. • Read Reviews Image • Speciality Packs Image • Marinade Image • Featured Recipie Image

MARINADES

• Image of Marinades (click to enlarge) • Description of Product, Ingredients, Nutritional facts, cost and order now. • Read Reviews Image • Speciality Packs Image • Marinade Image • Featured Recipie Image

CONTACT

• Banner Image of Johnny’s Spices • Johnny’s Contact Information • Contact inquiry form • Interactive map

FLAVOR CLUB

• Banner Image of Ja variety of dishes • About Flavor Club • Join now form • New Recipies Image • Marinades Image

APP DESIGN

CONCEPT An app for Johnny’s spices does not currently exist. To begin the development of the app, I looked at the target audience, their needs and desires. The majority of the consumer’s that I am targeting are millennials. Millennia’s are always connected through their mobile. They are always on the go and they are impatient, they crave instant gratification. I concluded that my target audience requires something that is simple and quick to maneuver, yet has a lot to offer. An analysis of current apps available for cooking led me to discover that although there are several apps that provide user’s with recipes for cooking, they have flaws that make it’s usage extremely hard. From my research, I concluded

that the concept of the app will revolve around enabling user’s to find recipes depending on what they have in their pantry. The name of the app is iCook. The app’s main function will be to help consumer’s find recipes that they can make with the ingredients that they have. All they have to do is input what they have in their pantry and the app will search for recipes that can be made using that. In the case that there is no recipe, the app will flash a message saying so. There are other functions that the app does as well. User’s can sign up and create their own account. They can also upload recipes of their own. Johnny’s will verify all recipes that are uploaded before it is made available to the public. Once they have uploaded their recipe, they can share the news via social media such

as Facebook, instagram or pintrest. A forum is available for budding chefs to voice their concerns and queries. The discussion forum has a range of questions that the user can go through or ask a question of his own. A unique feature of this app is that it allows the user to take a flavor profile quiz that helps them to discover their taste profile with which the app can then tailor recipes to suit their taste. User’s can browse recipes submitted by other users and favorite recipes that they like. They can also favorite user’s whose recipes they like. In the favorites tab, user’s can view both the recipes as well as the chef’s that they have favorited. While searching for recipes, user’s can search according

to various factors such as vegetarian, dairy free, gluten free, time, difficulty etc. Every week, curated recipes based on the most number of likes will be featured on the main page of the app. Along with this, chefs or cooking afficianados that submit the best recipies will be featured each week. For the app, the main user goals to make it the best it can be are: - Simple, clean and minimal style that makes it convenient to navigate and does not overwhelm the user. - Consistent design throughout the app that does not confuse the user while he is navigating through the app. - Easy accessibility to options in every page of the app.

VISUAL DESIGN The overall feel and design of the app will mirror the website and the new brand persona of Johnnyâ&#x20AC;&#x2122;s. However, there will be subtle changes that will lend to easier accessibility of the app for the user. The color palette will remain consistent throughout.

STRATEGY - Develop an app that enables its users to quickly search for recipes with the ingredients that they have in their pantry. - Create a unique experience for the user by generating a personalised flavor profile and offering recipes tailored to their taste.

PROCESS

UI KIT

BIBLIOGRAPHY Johnny’s Fine Foods. “ Johnny’s fine foods: The history of Johnny’s.” Johnny’s Fine Foods, http:// johnnysfinefoods.com/about/ (accessed March 27, 2015). Amazon. “Amazon customer reviews.” Amazon, http://www.amazon.com/product -reviews/B003GZ70VI/ref=acr_offerlistingpage_text?ie=UTF8&showViewpoints=1 March 28,2015).

(accessed

Theiler Design. “Theiler Design: Johnny’s Fine Foods.” Kristen Theiler, http://theilerdesign.com/ index.php/2013/06/14/johnnys-fine-foods/ (accessed March 28, 2015). FoodProductDesign. “Seasonings, Spices Market to Reach $16 Billion by 2019.” FoodProductDesign. March 24,2014, http://www.foodproductdesign.com/news/2014/03/seasonings-spices-marketto-reach-16-billion-by-2.aspx (accessed March 28, 2015). First Research. “Seasoning and dressing manufacturing industry profile.” First Research, http://www.firstresearch.com/Industry-Research/Seasoning-and-Dressing-Manufacturing.html (accessed March 28 2015). Videojet. “ Survey: Consumers making more health-conscious food decisions.” Videojet, May 16, 2014, http://www.videojet.com/us/homepage/general/industry-news/survey-consumers-makingmore-health-conscious-food-decisions.html (accessed March 29,2015).