Sep. 2019 -
Apr. 2020
Individual
WeDesignFood
B2B Brand strategy
Market Research
Rebranding
Website design
Foodtrick (the previous version of SUPPER) is a fresh-frozen food service system, providing a simplifiedcooking procedure to tackle operational hurdles in the food service industry.
WeDesignFood attempts to expand the business of Foodtrick, a fresh-frozen food service system, and launch it as a formal brand. Aiming for the business-to-business market (B2B), WeDesignFood wishes to persuade existing commercial food services or general enterprises to adopt Foodtrick.
The video briefly demonstrates all the design process, including research and final results.
If potential buyers still consider frozen food to be low-price and inferior quality, they will not be willing to engage. Thus, helping Foodtrick to re-sculpture its value correctly and adequately is essential.
The goal of this project is to provide a strategy for an initial brand establishment, including defining the potential markets and formulating a suitable value proposition. In the end, the framework of marketing execution will also be arranged.
"We believe the complex variable is not desired, but a standardised process serving balanced meals 24/7. We empower owners, staff and guests to become more confident and carefree when facing food.“
The meaning of independence implies being in the status of control and feel confident, which Foodtrick aims to provide. By incorporating the emotional benefits for the three players in the food service (buyers, employees, endconsumers) into the brand core, we can assist reinforcing the perceived value of Foodtrick.
SUPPER was selected as the new name. The utilisation of different colours in the name logo illustrates how meanings and pronunciation are combined to imply a super process and high-quality meals.
A compass was chosen as the main metaphor to resonate with a one-way journey. It declares SUPPER is the ultimate navigation for food service owners.
The end goal of the journey is that the SUPPER team assists buyers to adopt SUPPER and to graduallyachieve the buyers’ independence in managing their food service.
Digital marketing has been identified by the consultancy team as an effective tool to initiate external communication with buyers. Hence a landing page was developed. The site map helps us to preview the sections and pages needed to put on the landing page.
When being led to, or directly visiting the landing page, buyer’s attention will be immediately caught by the simple catchphrase “Your one way to serve quality food.” and the link to a call for action.
Right beneath the first section, buyers will see the mission statement of the SUPPER brand. An animation is created for buyers to compare the old cooking process and the new SUPPER journey.
Buyers will be introduced to the way of working in SUPPER brand, consisting of four phases: conducting an in-person consultation with buyers, performing a trial in buyers’ food service place, allowing buyers to order and supervise themselves, and securing buyers’ future progress and sales.
Buyers will obtain sufficient information on the meals in an interactive way.
According to the internal evaluation, overall positive feedback was received with some revision advice. The idea of marketing the SUPPER concept as a one-way meal serving journey was regarded positively by theinternal team members.
The communication journey was described as clear and concise by the team members. However, the lack activities to awaken interest in SUPPER was mentioned. More information sharing, marketing and one-way communication would be needed to enhance this stage.
