Week 6 - Final Response

This week we completed everything. And had a big overhall of the flavours.
We spoke to a friend of ours who works at Logan Brown as a food prep about New Zealand flavours/Unique flavours for cookies that would work and he inspired us to redevelop ours flavours into the ones below:
- Nelson Apple and Pear Bake
- Northland Macadamia/White Choc
- Southland Manuka Honey and Oat
and 2 for further development
- Otago Plum and Apricot Crunch
- KeriKeri Kiwifruit

Our final response:

We baked the three main flavours and then spontaneously decided to film an advertisement the day before presentation as we thought it would help envision our brand and captivate people with our pitch.
In the video we covered "what kiwi's want" relating to our macrotrends, then introduced our prodec

Week 4: Design Approach

Now, following from the key points raised in our BIB:

- Macrotrends:
1) People want something New
2) People want fused flavours
- Emphasise NZ-made
- Challenge Farmbake on their homemade ideals

as well as a newly established macrotrend:

1. Simpler Pleasures. Consumers are reassessing their needs and going back to basics, by finding more pleasure in simpler food. There has been a shift towards home cooking, with food bringing family and friends together. Where consumers shop has also been affected, with the so-called "hourglass model" still in effect. This relates to growth on the budget and premium sides, but the center ground being squeezed. Value packaging and "good value" claims on the products themselves and in-store value promotions are prospering.

as well as our now developed Brand Essence:
"Kiwi Kravings is the snacker in all of us, young and old, who want to relive those moments after school at grans, mixed with the iconic New Zealand flavours we know and love."

We have now begun our iterative process to design our response to this research.

This is our first concept:

The elements were all influenced by different sources:

The font is imfluenced by NZ artists Ralph Hotere, Dick Frizelle and Colin McMahon.

We feel that the paper bag idea is cool as it convey's the brown lunch bag-feel from like the 60's, the the housewife mother would prepare as the children ran out the door to the bus.
We also feel like not stretching too far from the Ernest Adams banner as it would become harder to market an almost original brand.


Other concepts were:

BIB [Week 3]

BIB

Rational Features
Variation of Flavours
New Zealand Made Product
Affordable
New Zealand -themed

Rational Benefits
Responds to emerging macro-trends of people wanting 'fused flavours', and 'something new'.
Responds to an issue of consumers purchasing Farmbake due to disclarity of being an overseas product versus Ernest Adams' being NZ-made
Balances health with indulgence, with fruit being included in flavour range
New and Exciting, with a flavour range reflecting our nation, evoking patriotism

Declared Emotive Triggers
Exciting and New
Social
Nostalgia
Patriotism

Undeclared Emotive Triggers
Homely
Remind of childhood
Don't get bored

Unique Difference
'Kiwi Kravings' are bringing the Cookie recipe into the heart of our little nation, evoking Kiwi Pride through our flavour range.

Brand Values
Patriotism - Our product range will evoke a sense of NZ pride through each flavour as though they tell a story about each kiwi that picks one up.
Cheeky - We aim to poke fun at the genericness of the cookie market, in order to entice the buyer to break the social norm and try our range

Timeless Equities
Logo - Handpainted style sinpired by the likes of: Dick Frizelle, Colin Mcahon, Ralph Hotere who are all NZ artists that convey that "not all held together" kiwi "whateverness" in their work.
Contemporary design and colours
Cheeky/Witty slogans/marketing
Unique Patriotic flavours
NZ made product

Brand Essence
Kiwi Kravings is the snacker in all of us, young and old, who want to relive those moments after school at grans, mixed with the iconic New Zealand flavours we know and love.

[Week 3] Critics

Potential Name for Subrand

Brand Name

At this point, we have come up with the sub-brand name of 'Kiwi Kravings'

Color Scheme brainstorm

Ernest Adams is currently:

- Yellow and Red dominant
- Flavour color banner as secondary

Possibly theme flavours of Locations
- Manuka Honey as Wellington?
- Kiwfruit as Auckland?
- Lamington as Christchurch?

Brand Story at Week 3

Brand Development


For developing our new Sub-brand of Ernest Adams' Cookies, we are focusing on these two macrotrends;

'Show Me Something New'
Innovation in the form of unexpected ingredients, mash-ups that combine familiar items in new ways, and the use of traditional flavors at atypical times piques consumers’ interest and demand for variety and new experiences.

Implication: Consumers are responding to the application of breakfast and dessert flavors across the menu; updated nostalgic desserts; and all-day gourmet burgers and sides with a “wow” factor.

'Fusing Flavors'

Consumers are increasingly interested in trying new flavors, often in the form of a fusion of two familiar flavor notes—such as sweet and spicy.

Implication: Flavor pairing is relevant across all dayparts and mealparts, from breakfast to beverages to dessert; consumers say that sweet notes pair well with the greatest variety of flavors.

As well as an issue we've taken note of; 

Ernest Adams' has a huge edge over Farmbake as being New Zealand Produced, but they don't evoke that efficiently.

Hierarchy-wise, these are our top 3 factors driving the rebrand, but we've also considered macrotrends of 'people like to see how it's made' in possibly having transparency in the packaging, and 'consumers balance health with indulgence' where we may consider ingredients that don't take away from the indulgence of cookies and our new flavours, but allow us to label our product with a healthy-edge over the competition.

So at this stage we have brainstormed and researched into popular new zealand delicacies and have come up with these ideas of potential new flavours:

- Manuka Honey

- Lamington - Raspberry Filling + Coconut Texture

- Kiwifruit

- Blueberry (NZ is largest producer of the fruit)

- Feijoa?

At this point, we believe we should adhere to possibly 2 classic/original cookie flavours, and 2 new NZ-like flavours.

Packaging ideas:

- Printed image of full cookie jar on front, with false lid, but opens like regular rectangle box.
- Transparent windows
    - Stapled bag with card slip packaging


Baking

We baked 3 flavours of cookie - Manuka Honey, Golden Kiwifruit and Green Kiwifruit. These were the responses:

Homely
Reminds of childhood
Fresh
Exciting - don't get bored
New

Brand position - market research