PROJECT BOOK -bySTACEY D. FRANCIS
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What’s INSIDE...
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Contents
THE IDEA ...............................4 THE EVOLUTION ...............12 THE Execution ..............22 THE Mix ..............................26
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THE IDEA Market Research
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Brand Profile 500Cal is the only fast food company with a focus on providing healthier, filling and great tasting meals that never exceed 500 calories to help promote a healthier lifestyle in an era where nutritional values matter. A group of healthminded entrepreneurs got together and hired a well-known chef to create a menu of dishes that are healthy and delicious.
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Competitors 500 Cal Bowl choices never exceed 500 calories Promotes health and social interaction A well known chef dedicated to health that creates an extraordinary flavorful menu.
Similarities to Competitors Comprehensive health choices for every meal.
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Weaknesses
Opportunities
Retail brand identity is not consistent
Expanding on advertising on being socially responsible in the environment
Strengths
Threats
Healthy, great tasting and filling meals never exceed 500 calories
Intense competition could affect 500Cal’s profit margin
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Target Audience 500Cal’s target demographic is between the age group of 5 and 75. They cater to health conscious individuals, active individuals, people on the go, people on special diets and for people who just want a good meal. The menu caters to everyone from carnivores to vegan.
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9 HUMAN-CENTERED WARM ENCOURAGING
Voice & Tone The eating philosophy that 500Cal promotes is simple and easy. They serve real food using whole ingredients. Meals are prepared from scratch and never reheated. 500Cal curates information that supports a healthy way of eating. Communication will always be humancentered, warm and encouraging while keeping customer’s dietary concerns in mind.
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Narrative Every day is another chance to make healthy food choices. We make the foods that you have enjoyed eaten your whole life with only natural ingredients. We make it easy for you to select and savor exactly what you’re craving in a 500 calorie bowl in an atmosphere that is intimate, casual and friendly. It’s your healthy choice!
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THE EVOLUTION B r a n d
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D e v e l o p m e n t
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Inspiration “He who knows enough is enough will always have enough” -LAO TZU
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Color The color scheme was carefully chosen not just as a palette of warm tones but to introduce a palette of flavors and experience. Most fast food restaurants use reds and yellows as a way to stimulate the appetite. 500Cal evokes a calm, healthy and soothing experience whether one is on the go or just want to simply take their time to enjoy their meal.
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Typography Selecting the right typeface is like selecting the right food. Since simplicity is the key message 500Cal is promoting, the typefaces must also be clean, modern yet human, and harmonious. Headline Bebas Neue Subhead Black Jack
Body Quicksand
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Imagery Creativity plays a huge role in promoting 500Cal’s business. Vibrant highquality photography and illustrations will be used on the website and across various social media outlets. Cheerful imagery will create an inviting visual language.
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Logo Development Concepts & Sketches It is important for the company to be recognizable and memorable. The 500Cal logo must be familiar and appropriate to the simplicity of the business.
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Analytics
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Based on survey results, 85% chose the logo design with the bowl and fork.
C A L
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Final Logo This logo identifies the brand and communicates the company’s offering and purpose.
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Logo Variations
black &white
black &white reverse
secondary color
greyscale
full color reverse
secondary color
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THE Execution Design
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Application
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Branding The logo will be used on all corporate products to establish the company’s brand in the mind of consumers and to attract and keep customers.
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Architecture & Signage 500Cal’s interior design will provide a unique experience of relaxation, comfort and fun enriched with warm and inviting colors that defines a new category of fast casual. Signage will be unique based on store locations.
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Uniforms Associates will not only greet customers with a smile, their comfortable wear also embodies the warm and inviting look associated with the company’s mission.
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THE Mix Media
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Mix
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Website The company’s website will be easily accessible through various platforms and will be mobile responsive. 500Cal.com will be easy to navigate and will have a clean and simple layout.
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Smart Phone App The mobile app will allow customers to order meals, locate taste events, connect them through social media and keep track of their daily caloric count.
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Social Media Social media networks like Facebook, Twitter, Instagram and Pinterest will be a great way to interact with customers. Customers will also be able to search and share their favorite meals or drinks using a hashtag.
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Social Media Based on survey results, Pinterest is a great way 500Cal will show off their dishes and allow customers to connect with each other to share ideas and health tips.
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Guerrilla Marketing 500Cal will drive awareness and build anticipation to their healthier fast food products by uniquely stenciling the hashtag #BYOA (Bring Your Own Appetite) in high commuter traffic areas in New York City, Los Angeles and Washington D.C.
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Guerrilla Marketing When a person types the hashtag #BYOA on their mobile device through social media, it will lead them to the nearest taste event where they can sample meals, sit in a 500Cal bowl with friends or family and create their personalized bowls.
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#BYOA
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Promotional Item 500Cal’s unique promotional bowl will serve the purpose of branding and also allow users to be part of the brand. Customers with their bowls will get an additional 5% discount off their total bill at any restaurant location.
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What’s Coming Ordering a meal from a mobile device or computer will be easy. Just text your order or send a hashtag and your order will be ready for pick up or delivery. It’s ordering made simple.
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What’s Coming Celebrate every occasion with 500Cal by letting them create a package designed to fit your event, taste and most of all your budget. To help inspire customers on making their event a success, they will be able to pick a party pack and style from the website or through Pinterest.
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References Behera, M. (2015, April 28). 5 Must-Have Features For Every Restaurant Website. Retrieved October 11, 2015, from https://www.linkedin.com/pulse/5-must-have-features-every- restaurant-website-mano-behera Bunskoek, K. (2013, September 25). 3 Key Hashtag Strategies: How to Market your Business & Content. Retrieved September 27, 2015, from http://blog.wishpond.com/ post/62253333766/3-key-hashtag-strategies-how-to-market-your-business Cass, J. (2014, January 6). Get started with logo design: 10-step guide. Retrieved October 11, 2015, from http://www.creativebloq.com/logo-design/get-started-7112864 Drell, L. (2011, August 9). 13 Best Practices for Restaurants on Facebook. Retrieved October 11, 2015, from http://mashable.com/2011/08/29/facebook-marketing- restaurants/#XCpTIp6a4mqh Gupta, J. (2013, May 8). Not open to discussion: The time for restaurant mobile apps is now. Retrieved October 11, 2015, from http://www.fastcasual.com/blogs/not-open-to- discussion-the-time-for-restaurant-mobile-apps-is-now/ 39
Haselmayr, M. (2014, November 17). Here’s Why Your Business Needs It’s Own Mobile App. Retrieved September 26, 2015, from http://www.forbes.com/sites/allbusiness/2014/11/17/ heres-why-your-business-needs-its-own-mobile-app/ Levens, Michael. Marketing, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Marrs, M. (2015, January 14). 25 Restaurant Marketing Ideas: Tips & Strategies to Win in the Food Business. Retrieved October 11, 2015, from http://www.wordstream.com/blog/ ws/2015/01/14/restaurant-marketing Marrs, M. (2015, January 14). 25 Restaurant Marketing Ideas: Tips & Strategies to Win in the Food Business. Retrieved October 11, 2015, from http://www.wordstream.com/blog/ ws/2015/01/14/restaurant-marketing Social Media Update 2014. (2015, January 9). Retrieved September 27, 2015, from http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Delicious Healthy Fast