[GR604] gourmet01: Visual Standards (Student Project)

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Visual Strategy Guide



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Visual Strategy Guide


VISUAL STRATEGY GUIDE

TABLE OF CONTENTS


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BRAND OVERVIEW

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Brand History

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Timeline

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NEW VISION

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Brand Mission

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Keywords

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Personas

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Past Look

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Future Look

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THE COMPETITORS

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Current Competitors

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Adjacent Competitors

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Aspirational Competitors


VISUAL STRATEGY GUIDE


01 BRAND OVERVIEW

Brand History Timeline


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VISUAL STRATEGY GUIDE

Brand History

Gourmet magazine was a monthly publication of Condé Nast and the first U.S. magazine devoted to food and wine. Founded by Earle R. MacAusland (1890–1980), Gourmet, first published in January 1941, also covered “good living” on a wider scale. On October 5, 2009 Condé Nast announced that Gourmet would cease monthly publication by the end of 2009, due to a decline in advertising sales and shifting food interests among the readership. Editor Ruth Reichl, in the middle of a tour promoting the Gourmet Today cookbook, confirmed that the magazine’s November 2009 issue, distributed in mid-October, was the magazine’s last. The Gourmet brand continues to be used by Condé Nast for book and television programming and recipes appearing on Epicurious.com. Since the end of its regular run, Condé Nast has also used the Gourmet brand in a series of special edition magazines, covering niches ranging from grilling and Italian food, to quick recipes, holiday foods, and comfort foods. Gourmet Magazine (1940 to 2009) was an American food magazine. More than that, one could argue it was the most prestigious food magazine ever yet produced.


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BRAND OVERVIEW

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BRAND OVERVIEW

“Gourmet is more than recipes. It approaches food as culture.”

—Bonny Wolf

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Gourmet was founded by Earle MacAusland who went on to serve as publisher and editor in chief for nearly forty years.

The 1950s meant the rise of the narrative at Gourmet. Obscure topics were turned into stories.

The magazine began to tie food and travel.

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The first issue was January 1941.

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Timeline Once exotic foods were considered everyday foods, and the magazine embraced the shift. Full-page layouts of several menus, along with wine suggestions and color photos of meals, debuted.


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BRAND OVERVIEW

Gourmet changed ownership. After Earle MacAusland’s death in 1980, his widow sold the magazine to Condé Nast Publications.

only to chefs—artisanal cheeses and organic produce—were now embraced by the masses in the 1990s, and Gourmet celebrated the best of everything.

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the magazine hired former New York Times restaurant critic Ruth Reichl as editor-in-chief, the first ever from outside the magazine’s staff.

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Gourmet responded to the ‘70s rise in conspicuous consumption by giving readers suggestions about what to spend their money on.

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Foods that had previously been available

For the past decade, with Reichl at the helm, the magazine has embraced the Web, where it will continue to post content at epicurious.com. Though the magazine will be closed, it will also continue its book publishing and television programming divisions, which have included Gourmet’s Adventures With Ruth and Gourmet’s Diary of a Foodie. And like all great meals, Gourmet leaves behind an indelible aftertaste.


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02 NEW VISION

Brand Mission Personas Past Look Future Look


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Brand Mission

REBRANDING OBJECTIVE POTENTIAL SERVICES Gourmet can provide services and products to inspire people exploring food culture around the world by the love of food. It also can provide workshops about local and unique food, events, environment for different cultures and people behind food. POTENTIAL PRODUCT Gourmet can develop an app or a website to connect more people and views about delicious food. It also can inspire people to explore culture and to do what they might do in their life.

MISSION Our mission is to connect people by giving them opportunities to explore different cultures through food.


Our mission is to connect people by giving them opportunities to explore different cultures through food.


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VISUAL STRATEGY GUIDE

Keywords

We define ourself by three keywords which essentially reflect our new identity. The words build our characteristic and advantage, which drive us to a new horizon.

Culture

Food is a part of culture, and it like a portal of culture. As the world becomes more globalized, it is easier to access cuisines from different cultures.

Exploration

Gourmet supporting services and information to help people who enthusiastic of food and full of curiosity to explore food and culture around the world.

Connection

Gourmet drawing people together in one of the corn value through food. People who have similar love, at the same time come from different culture background towards a common goal.


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Personas

We define ourself by three keywords which essentially reflect our new identity. The words build our characteristic and advantage, which drive us to a new horizon. The following audience are Potential Target Audiences, Major Target Audiences And Not Our Target Audience.


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Our target audience focuses on people who open and have passion for exploring food and culture.


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VISUAL STRATEGY GUIDE

Foodie Traveler Riya Navuluri Age

32

Occupation

Foodie traveler Freelancer

Location

New York

• Being a major foodie, who has 15.5k followers on Instagram. • Beyond being a major foodie, Alice is a globetrotter who believes home is anywhere you want it to be. • Captures all aspect of food and travel from the many street markets, cafés, bars, restaurants and hotels she visits. • Her candid style, adventurous attitude and love of food transcends through her posts, filling us with wanderlust and travel envy. • Snaps foods that are juxtaposed with a perfect backdrop of natural scenery, providing a cultural context to what she’s eating • Works out basically everyday, because it keeps a healthy life for her.


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VISUAL STANDARDS

City Explorer Michael Cooper Age

30

Occupation

Designer

Location

San Francisco, California

• Works in a design studio in San Francisco, and he likes to work in here because this city is very inclusive and has many good food. • Uses functional apps to help him to make a schedule and find the restaurant near to him. • Always hanging out with his friends in restaurants he never been, because he likes to try new things. • Always give a comment for the restaurant he went because he likes to share his opinions. • Likes traveling but he doesn’t have time to take a long term trip, so he follows a lot of youtubers who introduce delicious foods around the world. • Saves money to go to Japan someday because sushi is his favorite food.

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Chef Dad Robert Morgan Age

40

Occupation

Public High School Teacher

Location

Phoenix, Arizona

• Works at public high school as a full-time PE teacher, and he is a meat lover. • Takes care of cooking mostly because he is good at cooking and he likes to cook. • Enjoys the family dinner time because he likes cooking and having a meal with his family. • Likes the traditional American food such as homemade pie and grilled cheese. • Follows the trend news about sports because he is a big fun of sports. • Cooks different dishes from different country including Chinese, Italian and Mexican, because he wants to bring fresh tastes for his family. • Takes care of cooking and some housework because his family is equally share houseworks.


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VISUAL STANDARDS

Optimistic kid Laura Wills Age

10

Occupation

Elementary school student

Location

Minneapolis, Minnesota

• Travels a lot of places with her parents so she got a lot opportunities to taste different delicious food. • Learns a lot about different customs in different places with her parents because they like traveling around the world. • Cook with her family sometime because she think cooking is interesting and can bring her family happy. • Likes to read books and always curious about history and new stories. • Likes to make friends no matter where they come from. • Speaks a little Chinese because the history of China is attracted her. • Likes to go to community library and participates in activities because she thinks games are fun and she can make more friends.

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VISUAL STRATEGY GUIDE

Passionate Trainer Lora Gray Age

28

Occupation

Yoga instructor

Location

New York

• Pursues a healthy life and keep diet because she is a professional yoga instructor. • Runs a yoga class and prepare her lunch by herself everyday. • Prepares both herself and her girlfriend’s diet meal because they want keep healthy. • Cares about LGBTQ or other news about human rights because she thinks she should do something for the minority. • Not only focused on healthy food, but she also likes traveling and taste different flavor. • Travels different countries and training on the way because this is her life style.


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VISUAL STANDARDS

Young Mother Anna Russo Age

28

Occupation

Accountant

Location

Vancouver, Canada

• Searches for quick recipes from website and app, so she can cook faster in her limited free time on weekdays. • Prepares bento box for her daughter and herself sometimes. • Prefer organic food and reject junk food for her daughter like McDonald’s because she wants her kid keeps a healthy diet. • Subscribes to lots of youtubers with recipes for children, and is interested in different kinds of food. • Enjoys the time to cooks some cute and different plates on the weekend with her daughter. • Picks up her daughter after work every workday because her daughter is an elementary school student. • Goes outside with her daughter at the weekend to get her daughter more experience.

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Immutable Programmer Steven Nelson Age

45

Occupation

Programmer

Location

Seattle, Washington

• Doesn’t care about what he need to eat everyday because he thinks eating is just to be full. • In his spare time, he prefer to stay at home and play video games. • Eats a lot of pizza and hamburgers because he doesn’t cares about healthy diet. • Not interested in cooking and he cannot cook, so he always call for food delivery. • Seldom clean his room because he is lazy to take care of his personal life. • He is single for a long time, and he is getting lazy after he broke up with his last girlfriend.


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VISUAL STANDARDS

Stubborn Retiredman Himari Sakamoto Age Occupation Location

83 Retired Worker Akita, Japan

• Lives in nursing home and seldom meet his children, who lives in New York. • Has no interest in new things because he prefer to bring old memory back. • Likes to play cards with other people in nursing home, but he got bad temper so he always get angry because of that. • Usually eats softer food because he lost some teeth and he doesn’t like denture. • Likes to watch TV about old movies and doesn’t want to accept new things. • Always goes to garden and enjoy the quiet because he doesn’t like to talk a lot.

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Past Look

The old Gourmet visual is about luxurious, upscale, slick, in color, with a focus on Europe and New York City, and most of its recipes carrying French names.

Gourmet


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VISUAL STANDARDS

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Future Look

The future look of Gourmet will be related to more diverse culture. It will connect more people from different culture background through food. The look will be more friendly, welcome and tasty.

Gourmet


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VISUAL STANDARDS

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03 THE COMPETITORS

Current Competitors Adjacent Competitors Aspirational Competitors


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VISUAL STRATEGY GUIDE

Current Competitors

Current competitors for Gourmet would be in the category of food magazine. What makes Gourmet different from competitors is that fascinating stories about used the best ingredients and proper cooking techniques to create memorable dishes, and photographed them lovingly.

The Art of Eating provides recipes and home cooking tips, kitchen design.

Saveur recipes and articles focus on authentic, regional cooking.

Fine cooking knowledge and passion for food are eloquently displayed in this wonderful magazine.

Food&Wine filled with recipes and articles on travel and entertaining, it has a definite upscale feel with decent photography.


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THE COMPETITORS

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Bon Appetit is a food and lifestyle magazine including food trend and recipes.

American Cookery is the first known cookbook written by an American.

Taste of Home specializes in recipe exchange and Midwestern cuisine.

Epicurious Website with delicious recipes and authoritative, science-based journalism, the magazine inspires readers to celebrate the joys of food and make better-informed food choices.

Cooking Light is a food and lifestyle magazine for good taste meets good health.

EatingWell is one of the cheapest food magazines to subscribe to, so you may want to get it just for the recipes.


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VISUAL STRATEGY GUIDE

Adjacent Competitors

Lonely Planet is a large travel guide book publisher with amazing sights, hotels, travel companies

Adjacent competitors would be in different categories. Brands would be traveling platforms inspiring people to explore food, video-sharing website providing culture information through TV shows and videos, and retail stores selling food and drink.

Youtube offers a wide variety of user-generated and corporate media videos.

and gear manufacturers.

Yelp is a local-search service powered by crowd-sourced review forum.

Uber EATS is an American online food ordering and delivery platform.


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THE COMPETITORS

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Amazon Inc. is a Seattle, Washington-based, multinational technology company focusing in e-commerce, cloud computing, and artificial intelligence.

Food Network is managed and operated as a division of Discovery Networks U.S. The channel airs both special and regular episodic programs about food and cooking.

BuzzFeed has grown into a global media and technology company, providing coverage on a variety of topics including politics, DIY, animals, and business.

Whole Foods Market Inc. is an American supermarket chain which exclusively sells products free from hydrogenated fats and artificial colors, flavors, preservatives, and sweeteners.

HOME ESSENTIALS has been the innovative, global resource for trend-forward housewares, tabletop, gift, home dĂŠcor and lifestyle product for over 25 years.

foodgawker is a curated photo gallery that allows the visual search and discovery of new recipes, techniques and ingredients to inspire culinary adventures.


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VISUAL STRATEGY GUIDE

Aspirational Competitors

Instagram is a photo and videosharing social networking service.

Snapchat is a multimedia messaging app used globally. Snapchat has become notable for representing a new, mobile-first direction for social media.

After rebranding and repositioning, aspirational competitors of Gourmet, would be focus more on how to connect people by food, and how to build the culture connection network.

A‌i‌r‌b‌n‌b‌,‌ ‌I‌n‌c‌.‌ is a privately held global company. Members can use the service to arrange or offer lodging, primarily homestays, or tourism experiences.

Eventbrite is a U.S.-based event management and ticketing website. The service allows users to browse, create, and promote local events.


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Netflix is an American media-services provider. Primary business is its subscription-based streaming OTT service which offers online streaming of a library of films and television programs, including those produced in-house.

Discovery Channel is an American pay television network and flagship channel owned by Discovery, Inc., a publicly traded company

THE COMPETITORS

TripAdvisor, Inc. is an American travel and restaurant website company that shows hotel and restaurant reviews, accommodation bookings and other travel-related content. It also includes interactive travel forums.

Citysocializer is a subscription-based social networking. Providing users a place to connect through common interests and events which lead to meeting new people offline.

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Facebook, Inc. is an American online social media and social networking service company.

Groupon is an American worldwide e-commerce marketplace connecting subscribers with local merchants by offering activities, travel, goods and services.


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VISUAL STRATEGY GUIDE

Each dish has a special place in the culture to which it belongs, and is special to those who prepare it.


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Source https://i.pinimg.com/ https://i.pinimg.com/ http://3.bp.blogspot.com/ https://lepetiteats.com/ https://st2.depositphotos.com/ https://www.drweil.com/ https://images.wolfgangsvault.com/ https://freelymagazine.com/ https://www.huffpost.com/ https://en.wikipedia.org/wiki/Gourmet_(magazine) https://www.thespruceeats.com/ https://www.brainyquote.com/


Book 01/ VISUAL STRATEGY GUIDE DESIGNER/Tianyang Zhang COURSE/Nature of Identity INSTRUCTOR/Hunter Wimmer

This book is noncommercial project for educational purpose and not intended to represent the Gourmet brand.


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exploringculture.com