Technology can wipe your category out overnight. Consumers can damage your brand with just one click. Grow or decline. The choice is simple. Delivering growth – not so simple.
Nourish –– to cause or help grow
some of the BraNds we are growiNg
ex ec ut e
ht sig in
s cu fo
ide at io n
Growth wonâ€™t just happen, it takes time and innovative thinking. To deliver we work through 4 steps â€“ not revolutionary by any means. It is the way we apply our thinking at each step that makes the difference.
SCAN THE MARKET, NOT JUST YOUR CATEGORY What are you customers doing, how are they living their lives, what are they using instead of your product, what might replace your product? What would happen if your product was available for free? A series of questions and sessions where we distill all that we uncover into a single insight that becomes the platform for growth generation.
FROM OUR INSIGHT PLATFORM WE DEVELOP IDEAS Big ones, little ones, great ones and half baked ones. Ideas might be new products, new ways to go to market or marketing communications. Any and which way that might grow your business. Who knows we might even find you a whole new business opportunity.
WITH SO MANY IDEAS, WE PICK THE BEST AND BACK THE WINNERS Lots of ideas can be overwhelming and with scarce resources you can only back the best ones. Taking the ideas we put them back together in a way that makes it easy to focus on the winners and put in a place a plan to deliver.
WITH OUR PEOPLE AND/OR YOURS We have a core team in house, but also love working with the best people in the business. We know you are also likely have people you already love working with and we can work with them or can find people who can deliver for you.
L E E S U S LC at planning a
W ED ING D
Men don’t want to get involved in planning every detail of their wedding. But when it comes to selecting their wedding ring, they have a pretty strong opinion on which one they will wear. Using this insight, the DORA brand has become one of the largest branded wedding rings in the world. Our current campaign targets the fiancé and taps into her frustration in planning their wedding. Selecting his ring is probably the only part of the wedding preparation he will actively get involved with.
He doesn’t know A-line from Empire, Taffeta from Tulle, Stilettos from Sling-Backs.
But he’ll know which ring he likes.
WEDDING RINGS FOR HIM
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tata global beverages
The TATA Global Beverages team in Australia needed an engaging way to connect their staff with and living their new values. The more connected their staff the better their growth would be. We developed the employee handbook and a series of posters that are used internally and when recruiting new staff to engage in the values and vision of the business.
make tea – make our mark.
GROW SHARE IN EVERY SEGMENT. GIVE BACK. BEAT BUDGET. PLEASANTLY SURPRISE CONSUMERS & CUSTOMERS. LAUNCH NEW PRODUCT. GROW TOWARDS $XXMILLION IN CHAI.
NB: numbers have been changed to reflect client confidentiality
As reliable as a
And driven like a
tata global beverages
Of beaches, Roos and Rock Art
Trollbeads started the collectable bead industry. In Australia the brand had been distributed by a sub-standard distributor, with a new distributor in place the brand needed to be re-launched in Australia and open up new retail channels for the range to be sold. A mini-magazine and direct mail pack were used to sell and engage retailers in the brand. A short film was also developed that introduced the "Australia" collection to retailers and collectors.
Running a small cafĂŠ or restaurant is a tough business. We knew that if we made our Lavazza venues more successful, we would sell more coffee. Part one of the program was the development and introduction of Espresso Italiano a regular magazine, website and e-dm to profile our venues and provide meaningful business help for venue owners and their staff.
retail is dead go it online
Selling mobile phones to young people is not going to happen through traditional retail channels. Taking the brand online and activating through events and social media has seen sales grow. A simple selling website that makes it easy to compare phones and plans has enabled our consumers to self serve and order online.
YOUR ONLINE MOBILE STORE
RRP $299 9 $1 on our pla n 1
CT 12 MONTH CONTRA contract Min cost $228 12
• $150 credit any network2 • 100MB data3 • Unlimited social networks4 See page 2 for full details.
More HOT Offers Inside!
Australia’s seniors are often feeling left out of the digital revolution – it’s not their fear of technology that has them being left out, it’s the lack of money to buy the latest and keep online. ONEseniors changes all that, making it easy for Australia’s over 55’s to get online, get mobile and get connected. The new website and social media program aimed at this demographic is focused on treating our over 55’s as people – not just the grey hair set.
R I GREY HA
t h n o e o s v u c
As a world leader in transit technology, Vix had a great story to tell, but it wasn’t getting across. A new vision for the business was developed and rolled out with an employee engagement program across 10 countries. Once the business was engaged on the new vision, the brand was relaunched internally and internationally. Over 300 pieces of collateral were developed along with a new multilingual website, trade stands and VixTV an internally broadcasted TV show hosted by Max Walker.
10 MILLION PasseNGeRs PeR Day caPacIty
740 MILLION jOURNeys sINce OPeRatION 2.5 MILLION DaILy cOMMUteRs
Vix transformed the world’s biggest rail system Key Facts
• Population of more than 30 million.
Prior to the 2008 Beijing Olympic Games, Vix implemented a state of the art, smart card-based Automated Clearing Centre (ACC) capable of processing more than 10 million passenger journeys per day in less than 4 hours. Metro Transit operators have been provided with a number of benefits including backoffice transaction processing, financial management, card based management and, overall, a highly reliable system. Since operation, the system has processed 740 million passenger journeys, which equates to more than 3.7 billion usage data transactions and continues to provide Beijing residents, and visitors, with more efficient public transport.
• Host of the 2008 Olympic Games. • P roject partnership between Vix and Beijing Infrastructure and Investment Company. • 1 .4 million passenger journeys on its first day of operation. • 2.5 million commuters per day. • 7 lines, 125 stations and counting.
Angela Webb Administration Team Leader 247 BALCATTA ROAD, BALCATTA, WA, 6021 AUSTRALIA M +61 (0) 415 315 348 P +61 8 9273 1653 F +61 8 9344 3686 ANGELA.WEBB@VIXTECHNOLOGY.COM
BeIjING, chINa 10/F, 3rd BuIldInG, JInGTOu PlAzA, nO. 6 XIAOyInG nOrTH rOAd CHAOyAnG dISTrICT, BEIJInG 100101 CHInA GLOBaL heaD OFFIce: aUstRaLIa 121-127 HIGH STrEET PrAHrAn, VIC 3181 AuSTrAlIA VIXTECHnOlOGy.COM
With a belief that food should be sourced locally and a menu that would change daily based on the produce, we needed to develop a strong positioning and strapline before the brand. Fine Food Republic, was the line and ethos we developed for the brand. From here branding, signage, menus and even packaging were developed to bring the republic to life.
FITZROVIA Fine esate susainabiliy FOOD `e ingredients at Fizrovia are sourced from ‘fine esate’ Vicorian suppliers wherever possible. Bio-dynamic milk from Demeter, buxer from Tatura, Romsey Range bef, salt from Mount Zero, South Gippsland lamb, goats’ chese rom Red Hill, chicken rom Bacchus Marsh, re-range ems from South Gippsland, organic Port Phillu mussels, St Ali single esate cofes and Di’s rhubarb.
A L L D AY B R E A K F A S T Early morning till 4pm
LUNCHTIME 12pm till 4pm
Sweet citrus salad with vanilla yoghurt and a refreshing watermelon and strawberry jelly 11.5
Take a look at our freshly made sandwiches, ciabaxe and baguexes on diplay at the bar
Crème brulee French toast with vanilla poached pear, frangipani crust and rhubarb mascarpone 15.5 Apple, date and fig Bircher muesli with fresh strawberry, blood orange and rhubarb 12.0
We ensure our produce is local, susainable and seasonal.
Istra Daylesford drycured bacon, smoked mozzarella and pear relish toasted doorstop sandwich 14.0
House smoked Tasmanian ocean trout with fennel, cucumber, blistered cherry tomatoes, toasted quinoa, white bean homous and poached egg 19.0
Sourdough toast with any of your favourites 6.0
Our cofes are handcrafted by St Ali in South Melbourne and are expressed on site to your choice. Our barisas are second to none and love guiding you through your options, whether it’s a Latte, Macchiato or the classic epresso. Come in for a chat, Cian will sort you out! In addiion to our Fizrovia house blend we also profile a diferent single Estate cofe depending on the time of year. We go to cupping sessions each wek and selec the beans we think are the mos fun. All our blends and single esate cofes are available to take home in retail packs and represent the 0nes of the St Ali sable.
Homemade cranberry, almond and apricot bread with vanilla yoghurt and Melbourne CBD honey 9.5 Breakfast mezze platter – A baby bircher muesli, a soft boiled free range egg with soldiers and a Mildura mandarin 12.0 Grilled asparagus, Istra Daylesford drycured bacon crumble, poached free range eggs, shaved fennel, goat’s cheese and mixed herb salad 19.5 Free range eggs served the way you like them, on toast with homemade tomato relish 9.5 and any of the following: SIDES Isra Daylesford smoked bacon 4.5 Shaved black truffle 12.0 Roas tomato 3.5 Spiced mushroom 4.0 Sautéed pinach 4.0 Andrew’s cheese kransky 4.5 House sugar cured Tasmanian salmon 4.5 Avocado mash with feta 4.5 Gluten free bread available – add 2.0
155 Fizroy Stret, St. Kilda, 3182
Join your rie wine or one of our c CHARCUITERIE
Daily baked tart with butter puff pastry and a pomegranate Dijonnaise salad 14.5 Otway free range pulled pork shoulder ploughman’s, with Pyengana cheadar, Scotch quail’s egg, sourdough bread and an apple, sour cherry and fennel chutney 19.0 Scotch fillet steak sandwich on sourdough with caramelized onions, fennel salsa verde, molten Tilsit cheese and truss tomato with thrice cooked chips 25.0 With a fried egg 27.0 Coconut poached Bacchus Marsh free range chicken salad with nuoc cham, cashews and snow pea sprouts 17.0 House made fish cakes with wakame tartare sauce and an Asian pickled cucumber salad 17.5 Parmesan and herb crumbed veal Milanese, crushed new potato, preserved lemon and black olive salad 22.0
Capocollo Lonzo Fennel salami Charcuierie selecio
Scotch fillet with caramelized and th
Potato gnocchi with rooms, toasted pinen c
Shaw River buffalo salad with fr
House made fish ca pickle
A cheese board of Pye and Tarago triple cre
Warm mushroom salad with roast garlic butter, radicchio, pearl barley and fresh herbs with a taleggio crostoni 19.0
Smoked pork wih ca
Pasta del’ Lizzo - Liz’s daily changing pasta
Polenta chips wit WINES BY THE GLASS FIZZ Lindauer Brut, New Zealand, NV 10.0 ROSE Pittnauer Rose, Burgenland Austria, 2010 10.0
WHITES Wines by the glass (for bottle listings, see the A4) Airlie Bank Chardonnay, Yarra Valley, 2009 Wairau River Sauv Blanc, Marlborough 2010 Woods Edge, Pinot Gris, Canterbury, 2009 Pennyweight Sauv Blanc Beechworth, 2010 Rowsley Fault, Sauv Blanc, Geelong, 2010
REDS Wines by the gla 8.0 9.0 9.0 10.0 10.5
Paringa Merl Pennyweight Airlie Bank S Pennyweight Scotchmans H Punt Road C
WELCOME TO THE
OON DELIGHTS m till Dinner Time
ends over a glass of Champagne, craft bers and live i up in the sunshine
MEZZE PLATE 7.0 6.5 8.0 16.0
A daily changing selecion of 5 lavours, perfec wih drinks 18.5
t steak sandwich on sourdough d onions, fried egg, confit beetroot hrice cooked chips 27.0
h spinach, porcini & portabella mushnuts, burned butter and crumbled goats cheese 19.0 / 28.0
mozzarella and organic truss tomato resh basil and lemon oil 17.0
akes with wakame tartare and an Asian ed cucumber salad 20.0
engana cheddar, Berry Creek Mossvale eam cheese with pear and fennel chutney 16.0
k hock and confit duck terrine aramelized shallots 14.0
th truffled parsley and Parmesan 7.5
ass (for bottle listings, see the A4)
lot, SA, 2009 8.0 Gamay, Beechworth, Vic, 2010 9.0 Shiraz Voignier, Yarra Valley, 2009 8.0 Gamay, Beechworth, Vic, 2010 9.0 Hill Pinot Noir, Belarine, Vic, 2010 9.0 Cab Sauvignon, Yarra Valley, 2008 11.0
Epresso Milk coffees Soy milk
2.5 3.5 4.0
Teas and Tisanes
R AW J U I C E S
Our raw juices are reshly slow pressed, providing maximum nutriion wih minimal oxidization IMMUNITY BOOSTER Pear, orange and srawberry ENERGIZER JUICE Banana, apple, orange and graperui CAROTINE DETOX Carrot, orange, apple and ginger SUMMER GLOW Orange, pineapple, strawberry and poached rhubarb SOFT DRINKS
Range of Daylesford & Hepburn organic soft drinks and sparkling juices Organic Cola Organic Lemonade Sparkling Pink Grapefruit Sparkling Blood Orange Chinotto Ginger Beer CRAFT BEERS & CIDERS Mildura ‘Sun Light’ beer 6.5 Cricketers Arms Lager 7.0 Mildura ‘Storm’ Cloudy 8.5 James Squire Pilsner 9.0 Bee Sting Honey Wheat 8.0 White Rabbit Dark Ale 9.0 Red Hill Wheat Beer 9.0 Red Hill Scotch Ale 9.5 Schofferhofer, Germany 12.0 Coldstream Apple Cider 8.0 Gypsy Pear Cider 8.5
FI TZROVI A.COM.AU
A pod, a
Madame and a very
Madame Flavour is a brand founded on the premise of surprising and delighting her customers. From the little extra details in the blends such as rose petals and lavender flowers to the personal letter in each pack. The brand has grown based on this premise and continues to connect with women or as we call them â€˜our kindred spiritsâ€™.
meat & livestock australia
As part of their role as the industry marketers for red meat, MLA develop thought leadership pieces every two years. We worked with them on Connected Cooking. Which uncovered the influences in what we decide to cook for dinner each night. Turns out as much as we love Masterchef, our strongest infl uence on what we cook for dinner each night is recreating the meals our mums made us as kids.
masterchef but itâ€™s your
that defines what you will
for dinner each night
meaT & livestock australia
UNDERSTANDING social media
a on i t a s r e v n o c y a d a ll day, y r e ev
Regardless of how old we are, we need human interaction. Traditionally through face to face now social media provides a large percentage of our human interactions. Allowing us to find like minded people, be that we like the same products, are passionate about the same causes or just admire them. We see the role of social media for the brands and businesses we work with a both an engagement and sales channel. The trick is managing the balance between engaging and selling. We set three things in place for our all social engagements.
Firstly, what is the idea or platform that will engage the most people? This is more than just a love of your brand or product. The broader we can go the more options we have for developing content that will connect. Secondly, how can we let consumers behind the curtain? Social media is a great way to expose our consumer to the inside story of your business â€“ it makes sense, in our personal lives we want to know what our friends and family get up to, this same logic applies to brands. Thirdly, be present every day. Social media is not a 9-5 Monday â€“ Friday channel. You need to be there and watching the conversations all the time. Which is why we think it takes a village to run a community not just one person. UNDERSTANDING social media
meet your team ––
the NOURISH team
Maria Crews, Founder & Director With a career spanning nearly 20 years consulting to many of Australia’s most famous brands Maria is an expert in marketing, branding, communications and internal engagement. If you can read it, eat it, drink it, fly in it or watch it, she has probably worked on it! Her passion is for understanding a client’s challenges and turning this into marketing strategies that drive growth – for both the organisation and it’s people. As the youngest partner at George Patterson Y&R Maria worked with both blue chip companies and government departments. She has presented at major industry conferences on behalf of her clients and has a knack for balancing the needs of the project with the need of multi-stakeholder engagement. Branching out on her own Maria established Nourish Brands where in a short space of time the agency has grown with 13 clients across the FMCG, Corporate and Technology Sectors. Maria holds a Bachelor of Business, Masters of Business Administration (MBA) andis currently undertaking her Doctrate of Business. During her career Maria has worked with the following clients (and would love to add your business to the list!): FMCG Fosters Australia, Arnott’s Snackfoods & Arnott’s Biscuits, General Mills – Patak’s, Betty Crocker & Latina Pasta, Don Smallgoods, National Foods, Tetley Australia, Madame Flavour Teas, Lavazza Coffee, Bristot Coffee, La Zuppa, MLA GOVERNMENT City of Melbourne, State Library of NSW, State Government of Victoria Department of Education, State Government of Victoria Department of Infrastructure, National Australia Day Council TELECOMMUNICATIONS AND TECHNOLOGY Optus Vision, Optus, Vixtel, VIX Technology, ONEseniors, ONEmobile TRAVEL AND ENTERTAINMENT Ansett Australia & Ansett International, Woman’s Day, ESPN, MTV, The DISNEY Channel, Austereo, Sony Music, Melbourne Racing Club RETAIL Myer, Sportsco CHARITY Starlight Foundation, Allanah and Madeline Foundation
challenge and grow
maria's QUOTE Here
Nicholas Burgess, Director
systems drive service
the NOURISH team
For the last 20 years Nicholas has created, launched revitalized and ran some of Melbourne’s most iconic restaurants, bars, cafes and venues. At 21 Nicholas created his first restaurant ‘Sweet Jamaique’ which at the time was dined in by every famous local and international superstar who came through Melbourne. On the back of the success of the restaurant he then opened Blue Bar in Chapel Street, still one of the hip bars of Melbourne 15 years on. This succes led to a relationship with one of Australia's best chefs Geoff Lindsay, the pairing of back of house and front of house operatons flourished at both of his Melbourne restaurants, Dandelion and the elegant Pearl, managing to balance the delicate nuances of entertainment, dining and demanding chefs, in turn both venues were rewarded with “hats” (The Age Good Food Guide). Along the way he launched the $14M build at Sandringham Yacht Club, harnessed the energy of 55 thousand screaming fans at Etihad stadium and worked with many of the legends of Australian Hospitality – David Thompson, Christine Manfield, Frank Camorra, Adam D’silva, Andrew McConnell and Ryan Flaherty (recently back in Australia from The Fat Duck and El Bulli). Now running Nourish Brands with his wife Maria Crews, Nick specialises in running major events, launching and promoting food and beverage products and consulting to food service.
Contact Maria Crews T_03 9092 8444 M_0411 237 216 Podium 202/L2 9 Yarra St, South Yarra 3141
like to grow more?
Nourish Brands is a branding, innovation and hospitality consultancy. We work with businesses and brands to help them grow.
Published on Nov 16, 2012
Nourish Brands is a branding, innovation and hospitality consultancy. We work with businesses and brands to help them grow.