Account Planning School of the Web Assignment 5

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• Account Planning School of the Web Assignment 5

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Background to the brand
The Design Conspiracy Good. Straight in with
some facts.

• Set up in 2000
• Expanded to 7 branches by 2005
• 80 organic, some fair-trade
• 3rd Best Healthy place to Eat in London 2004 by
  TimeOut magazine
• 2nd Best Healthy place to Eat in London 2005 by
  TimeOut magazine
• No branding or marketing as of yet Accidental
  Brand
• The name and the association with healthy,
  organic food has been the main thing pulling
  people through the door

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Key questions

• Why is Chelsea underperforming?
• Why is Waterloo booming?
• How can we take the brand to the next level?

The Design Conspiracy No messing about
here. Good stuff.
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The answers

• The answer to these questions lies in the the
  fact that healthy and organic are the
  business key (only?) selling points.
• With an image like this, the average customer is
  likely to be female, 25-45, into alternative
  therapy, yoga and spiritualism, and worried about
  the environment.
• Plus the more health conscious Europeans at
  Waterloo.
• BUT this pure health and organic focus alienates
  a lot of potential customers, especially the more
  affluent ones such as those in Chelsea. Why is
  that, and how can we change it?

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The strategy

• The target market that Organarchie needs to
  attract are these more affluent, young,
  professional trendsetters who will help to
  establish it as more of a mainstream
  consideration.
• To do this, it needs to address their concerns
  that organic and healthy means compromising on
  taste.
• The central message of the brand needs to be that
  organic doesnt have to be dull, and that healthy
  doesnt have to be boring. How can we communicate
  this?

The Design Conspiracy 5 slides in and we know
the background to the brand, we know the
challenges facing the company and we know the
strategy. Excellent. Can you see how this hasnt
got a fancy design, but it still looks great
through its simplicity?
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Mission Statement

• Here at Organarchie, we believe in Organic
  Anarchy. We want to overthrow the idea that
  healthy eating means compromising on taste. Weve
  had a lot of fun playing around with the purest,
  freshest, 100 organic ingredients to create
  sumptuous dishes that are 100 tasty, and never,
  ever boring. We hope you like them.

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Organic Anarchy

• This idea holds onto the friendly, simple and
  honest associations of the organic theme, while
  also adding in an element of playfulness and fun.
• To bring Organarchies goals to life and suggest
  some ideas for how they can be achieved, Ill
  show you a few examples of the kinds of
  testimonials well expect to receive once the new
  brand has been established.

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Josh (24) and Dave (26), young professionals

• Some of the lads at work were talking about
  this trendy new place just down the street so we
  thought we'd come and try it out. When people
  mention healthy eating you normally start
  thinking of celery sticks and carrot juice
  (eeuggh), but this place was nothing like that. I
  especially liked the 'Succulent Steak Chips
  with Tangy Tomato Sauce'. I'm going to bring my
  girlfriend down here tomorrow - she'll be
  impressed when she finds out its 100 organic!

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Mme. Dubois (49) French Tourist
The Design Conspiracy These are great. A really
good what would success look like piece. Look
how she mentions the Big Yellow Menu Board.
This one makes it really clear where the
company is going and what we need to do
next. 2nd place!

• This is my first time across the channel. Its
  refreshing to see somewhere healthy in amongst
  all these pubs and fast food chains - no wonder
  British people are so fat! The atmosphere was so
  friendly and inviting. I especially liked the
  'Big Yellow Menu Board' and the 'Big Yellow
  Mission Statement. The decoration was bright,
  but not too garish and not at all childlike. I
  hope they open one in Paris soon!

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Helen (38) Aromatherapist and yoga instructor

• It was the 'Organic Anarchy - Join the
  Revolution!' strapline on the flyer that got me.
  I went to the website and tried out a couple of
  the '100 organic, 100 tasty' recipes they
  suggested. They were delicious - I just had to
  come and see what it was like. I've always been a
  big fan of organic and fair-trade products, but I
  have to admit that this was a step up from the
  usual. This cafe is completely changing peoples
  attitudes to organic food - especially among the
  younger generations. Its almost starting to
  become fashionable! No wonder TimeOut magazine
  named them Best Healthy Place to Eat in London
  this year.

The Design Conspiracy Nice to see Time Out in
there. If they were 3rd in 2004, 2nd in 2005
surely its a reasonable goal to aim for 1st in
2006?