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The Healthy By Justin Czujko Corporate Identity - Johana Bohrquez

Nut


TABLE OF CONTENTS INTRO 1 Brand Breif 2 Brand Values MARKETING PLAN 3 4-6 7 8 9 10

Mission & Vision Statement Target Market Customer Profile Competetor Analysis Positioning Map SWOT Analysis

BRANDING 11 Touch Points Map 12 Logo Proportions & Security Area 13 Color Pallette 14 Signature 15 Business Cards

BRANDING IDENTITY TEST APPLICATIONS 16 17 18 19 20 21 22 23 24-25 26

Logo app + Favicon Website Mobile App Social Media Hashtags Correspndence Design Ephemeral Packaging Imagery Samples Advertising Samples Storefront


BRAND BRIEF The Healthy Nut Grocery & Boutique Cafe is a health food and herb market focusing on fresh, healthy, organic ingredients at a reasonable price. We also freature a cafe that with baked goods that highlight our unique and high quality ingredients.

TARGET MARKET

KEY PRODUCTS/SERVICES

Target Market is 37-year olds with a median income of $93,000. They are health concience with expendable income.

• • • • •

KEY COMPETITORS

VALUE PROPOSITION

• • • •

Whole Foods Rainbow Grocery Gus’s Community Market Bi-Rite Market

ATTRIBUTES • • • •

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Fresh Healthy Variety Value

• • •

Herbs Organic Groceries Baked Goods Coffee & Tea Large variety of Nuts

High-quality ingredients and herbs Baked goods showcasing products we sell Fresh look and feel

COMPETITIVE ADVANTAGE • • • • •

Healthy Foods Quality Large Variety Organic Cafe


CORE BRAND VALUES

HEALTHY

HIGH QUALITY

ORGANIC

REASONABLE PRICES

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MISSION Provide the healthiest ingredients and alternative organic baked foods in a modern grocery and boutique cafe through locally sourced resources all at reasonable prices.

VISION Our goal is to inspire and contribute to our community to live a happy, healthy and active lifestyle.

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TARGET MARKET PRIMARY: 84% LAPTOPS AND LATTES

Households: 1,240,000 Average Household Size: 1.85 Median Age: 36.9 Median Household Income: $93,000

Laptops and Lattes residents are predominantly single, well-educated professionals in business, finance, legal, computer, and entertainment occupations. They are affluent and partial to city living—and its amenities. Neighborhoods are densely populated, primarily located in the cities of large metropolitan areas. Many residents walk, bike, or use public transportation to get to work; a number work from home. Although single householders technically outnumber couples, this market includes a higher proportion of partner households, including the highest proportion of same-sex couples. Residents are more interested in the stock market than the housing market. Laptops and Lattes residents are cosmopolitan and connected— technologically savvy consumers. They are active and health conscious, and care about the environment. HOUSING Median home value is displayed for markets that are primarily owner occupied; average rent is shown for renter-occupied markets. Tenure and home value are estimated by Esri. Housing type and average rent are from the Census Bureau’s American Community Survey.

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AGE BY SEX


TARGET MARKET MARKET PROFILE • Support environmental groups, recycle faithfully, and contribute to arts/cultural organizations. • Invest in mutual funds (bonds) and maintain retirement savings plans. • Use their laptops, iPads, and mobile phones extensively to stay connected. • Spend money on nice clothes, dining out, travel, treatments at day spas, and lattes at Starbucks. • Physical fi tness a priority, exercising at a club or other facility on a regular basis. • Enjoy sports such as jogging/running, biking, tennis, soccer, skiing, yoga, and Pilates, as well as participating in fantasy sports leagues. • Participate in leisure activities including painting, reading books or the newspaper on their iPad, watching movies rented from Netfl ix, hiking, backpacking, canoeing/kayaking, as well as going to bars/clubs, the beach, movies, art galleries, museums, the theater, opera, and rock concerts. • Listen to classic rock, pop/top 40, classical, jazz, reggae, blues, folk, and alternative music. • Favor organic food, purchasing groceries at higher-end markets.

AVERAGE HOUSEHOLD BUDGET INDEX

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INCOME AND NET WORTH


TARGET MARKET SECONDARY: 9% METRO RENTERS Residents in this highly mobile and educated market live alone or with a roommate in older apartment buildings and condos located in the urban core of the city. This is one of the fastest growing segments; the popularity of urban life continues to increase for consumers in their late twenties and thirties. Metro Renters residents income is close to the US average, but they spend a large portion of their wages on rent, clothes, and the latest technology. Computers and cell phones are an integral part of everyday life and are used interchangeably for news, entertainment, shopping, and social media. Metro Renters residents live close to their jobs and usually walk or take a taxi to get around the city.

TERTIARY: 7% TRENDSETTERS Armed with the motto “you’re only young once,” Trendsetters residents live life to its full potential. These educated young singles aren’t ready to settle down; they do not own homes or vehicles and choose to spend their disposable income on upscale city living and entertainment. Dressed head to toe in the most current fashions, their weeknights and weekends are filled discovering local art and culture, dining out, or exploring new hobbies. Their vacations are often spontaneous, packed with new experiences and chronicled on their Facebook pages.

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CUSTOMER PROFILE SALLY MICKEL Sally is A 30-something single householder who lives in a city dwelling. She leases a condo at a high rent-rate in San Francisco, CA. She is a Markteting Director at a local firm She makes $93,000 a year and has expendable income. She does not own a vehicle but uses local car-sharing services when traveling outside the city. Sally is very health concience and likes products that give to charity. If she sees a brand that gives back she with pick that one over another that is cheaper. She exercises four times a week and goes out to dinner/ drinks 2-3 times a week. Otherwise she enjoys cooking at home, tyring new recipes with exotic ingredients that are organic and fresh. Wither her busy schedule, Sally will often get coffee on the go from a local cafe. Customers like Sally are perfect for a grocery store and botique cafe that is fresh, healthy, locally sourced, and gives back to the community.

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COMPETETORS

PRODUCT

PRICE

Whole Foods Market is a complete grocery store focused on organic, healthy, high-quality products. Has goods & services that rival any grocery store. $$$$ - High Priced

Rainbow Grocery is a cooperative grocery store focused on nutrition and organic, high-quality products. They also have a cafe.

Gus’s Community Market is a local market focused on neighborly service, great selection, and fresh procuce with a deli and cafe. Striving to provide the “best” at great prices.

BiRite Creamery is a grocery market and ice cream shop. They are focused on healthy, organic foods at a reasonable price.

$$$ - Moderately Priced

$$$ - Moderately Priced

$$ - Less Pricey

Three locations in San Francisco: One in the Mission, one on Haight St., and one on Noriega St. No online store.

Location in San Francisco and catering both in the store and online. No Online store.

• Yelp • Website • Blog • Print • Other Social Media

• • • • •

One location on Folsom International company with stores St. in San Francisco. No online store. all over the US, Canada and the UK. Online ordering for catering and holiday events only. • Yelp PROMOTION • Twitter • Website • Website • Print • Print • TV • TV • Other Social Media • Other Social Media

PLACE

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Twitter Website Print Blog Other Social Media


POSITIONING MAP

High Quality

The Healthy

Low Price

High Price

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Nut

Low Quality


SWOT ANALYSIS

• • • • •

STRENGTHS

WEAKNESSES

Healthy Foods Quality Ingredients Large Variety Organic Offerings Cafe with Coffee

One location only • Staying competative while still using organic foods (unsubsidized) • Finding locally sourced foods •

SWOT OPPORTUNITIES • Secure partnerships with local farms to lock-in better prices • Promote organic as a healthier lifestyle • Expand stores to other locations 10

THREATS • Competition with local supermarkets. • More established national chaines. • Current economics: cusomters want to save money in the US


TOUCH POINTS MAP

BEFORE • • • • • • • •

Advertising (Radio) Mailers Flyers Emails Testemonials Community Word of Mouth Social Media

DURING Bi-Rite Market • Company Branding on Products • Store Signage • Flyers • Coupons •

CUSTOMER EXPERIENCE TIMELINE

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AFTER Mailers • Company Branding on Products • Events • Online Support • Follow-Ups •


LOGO PROPORTIONS AND SECURITY AREA

1 in HEIGHT: 1X

.5 in

The Healthy 1.25 in

WIDTH: 3.78X 12

Nut

.5 in


COLOR PALETTE

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#6BC909

#704E2F

#89725B

C: 61% M: 0% Y: 100: K: 0%

C: 42% M: 62% Y: 84% K: 36%

C: 43% M: 49% Y: 64: K: 16%


SIGNATURE

The Healthy

Nut

We’re Simply Nuts About Health

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BUSINESS CARD

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LOGO APP + FAVICON

1X

1X

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WEBSITE

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MOBILE APP

Fresh at it’s Best About | Location | Contact 18


SOCIAL HASHTAGS

#TheHealthyNut #GetNutty #SimplyNuts

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CORRESPONDENCE DESIGN

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EPHEMERAL

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PACKAGING

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IMAGERY SAMPLES

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SIGNAGE

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SIGNAGE

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STOREFRONT

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The Healthy By Justin Czujko Corporate Identity - Johana Bohrquez

Nut

Profile for JustinCzujko

Brandbook: The Healthy Nut  

Brandbook: The Healthy Nut  

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