The Design Conspiracy:
Picture of Nigel is a nice
touch.
Welcome to…
Nigel
We serve organic food,
Fair trade coffee and an
unabashed love for all
things natural.
by a. scissons
Our World Revolves Around the Blackboard
The Design Conspiracy:
“Our world revolves around
the blackboard” we like that.
by a. scissons
…and
our
foodies
Our Foodies are not tree-hugging granolas
We bring together food lovers from all walks of life with only a
love of natural food in common.
OrgAnarChie Foodies (OFs) are busy, energetic and connected
to what´s important in their lives.
They laugh at Zac´s silly jokes, and like hearing about our latest
brew of FT coffee. A select few have smoothies named after
them… while most just drop in for a smile and a coffee on the
The Design Conspiracy:
way.
There are some nice
touches in here.
Thethe
bit
Why are OFs eating organic? We´re convinced
its for
aboutnor
Zac’s
taste,… and not a crazy health obsession
forjokes.
their social
conscience.
by a. scissons
Here´s our Problem,…
We have 7 locations (in London) and have thought about
expanding. Our Chelsea location is not doing very well.
Our marketing and branding efforts begin and end with our
chalkboard… therefore we need to develop them.
Voted the 2nd best ‘Healthy Place to Eat in London’ by Time Out
(2005), this year we would like to be first.
Location is the key to our success. We have a great product and
service yet no one seems to know about us until they run into us.
The Design Conspiracy:
This is good, simple stuff.
and the proposed solution…
by a. scissons
Dissect the Problem
There are currently only 3 ways for new foodies to hear about
OrgAnarChie: 1. Stumble onto it, 2. Read TimeOut, or 3. Hear
about it from a Friend.
The most successful location, Waterloo, seems to draw it´s OFs
from tourists off the Eurostar. Foot traffic appears to be the
biggest driver of new business.
Since OrgAnarChie has not marketed to date there is no way of
The Design Conspiracy:
knowing the direct effects that the communications
will have on
the various locations until it is tested. Not sure what you’re trying
to tell us here?
Although the current brand identity is associated with being local
and organic, 20% of the food is non-organic.
by a. scissons
Decide the Direction
OrgAnarChie, in name and offering implies 100% organic.
Therefore, we recommend following Nigel´s instincts to
consolidate the offering and work towards selling 100% organic
products.
Until the new communications has been put into practice and
tested we recommend maintaining all 7 locations and holding off
on expanding.
The most successful location, Waterloo, seems to draw it´s OFs
The Design
from tourists off the Eurostar. OrgAnarChie
could Conspiracy:
be considered a
This isn’t wildly exciting, but
tourist attraction with local appeal.
it all makes sense.
Recommend further developing the local aspects of the brand,
local cafe, locally grown produce, local owners.
by a. scissons
Define the Brand
OrgAnarChie: A Local Cafe for Fresh Food Lovers
Features:
100% fresh locally grown food (organic)
Friendly service and staff from the area
Relaxed inviting place to meet like-minded foodies
Values:
Fresh, great tasting eats
The Design Conspiracy:
Local cafe involved in the community
Personality:
Smart, relaxed,
That “note” bit at the bottom.
communityYou
loving
could’ve made that the
focus...
Note: Although there is a shift towards organic, the emphasis is on
freshness and locally grown foods. The intention is to avoid the
stereotypical organic - granola - Birkenstock image.
by a. scissons
Develop the Target
It is probable that a large portion of OFs are walk-ins (based on
the success of the Waterloo location). Many of these may be
tourists.
The new focus is to target local - permanent clientel.
Who are the new OrgAnarChie Foodies?
OFs are new mums, grannies, and entrepreneurs. They love the
taste of fresh food but hate to take vitamins. Coffee is not a
beverage, it´s a passion. Their desk is strewn with photos,
articles to read and at least one plant. They love to discover the
blogsphere, read Gary Larson and trade iTunes, but most of all
they like to meet kindred spirits.
by a. scissons
Decide How to Get There
Let everyone know…
 have a cleverly disguised (re) launch party
 create outdoor comms pieces within the area of each cafe (witty
& visual 3d)
Involve the Community…
 join and create community events to bringThe
more
people
together
Design
Conspiracy:
bit comes
is good. from
But again,
 inform about local growers and where theThis
food
we felt like we’re missing
 investigate communicating in local magazines and inviting local
one more slide. One more
personalities
about the design brief.
 develop a web presence to further emphasize community.
Expand the Personality…
 let the world know about Zac & Nigel the heart & soul of
OrgAnarChie, and build the brand story through them.
by a. scissons