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Laura Macaulay, Navigate By Design on her work for Ka Tutandike at Outstanding By Design
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Laura Macaulay, Navigate By Design on her work for Ka Tutandike at Outstanding By Design

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The presentation given by Laura Macaulay and Kristina Moody on his work on Ka Tutandike labelling as part of Value Added in Africa during Outstanding By Design on May 10th 2014 in Highbank Organic …

The presentation given by Laura Macaulay and Kristina Moody on his work on Ka Tutandike labelling as part of Value Added in Africa during Outstanding By Design on May 10th 2014 in Highbank Organic Orchard.

You can see more here: www.biabeag.com

You can see more here: www.biabeag.com

Published in: Design, Business

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  • 1. Part  1:    Se*ng  the  Scene   -­‐  About  Organisa/ons   -­‐   Partnership     -­‐   KaTu  Honey  Project   -­‐  Design  Programme    Structure       Part  2:    Crea1ve  Process   -­‐  Naming   -­‐   Consumer     -­‐   Inspira/on   -­‐   Survey   -­‐   Artwork  and  Rollout       Part  3:  Growth   -­‐  Local  Market   -­‐  Interna/onal  Market     -­‐  Summary  &  Key  Tips      
  • 2. Value Added in Africa    
  • 3. Packaging Design Programme Selec/ng  of   Professional   Designer     Match  to   African   SME       MOU  &   Timeline   Developed   Brief  developed   &  discussed       Market   Research         Mul/ple   Concepts   devised             Market   Research   (Focus  Groups,   surveys,  etc.)     Which  concepts   are  most   aTrac/ve  to   consumers?     Pitch  to  Client   for  final   decision     Pro  copywriter   enlisted       Advises  on   general  brand   language       Writes  specific   copy  for   packaging     Completes  the   design  and   artworks  the   approved   concepts       Applies  artwork   to  all  SKUs       Client  engages   a  local  printer   to  print  the   packaging       Print  samples   sent  to   designer  for   approval   Value Added in Africa Model
  • 4. Examples of VAA Rebranding   Meru Herbs Pasta Sauce, Kenya Naturub Herbal Balm, Kenya
  • 5. Ka Tutandike “Let’s Get Started” Community outreach/ECD  
  • 6. “We  believe  that  Poverty  is  not  just  about  money.  Our  work   on  the  ground  has  proved  that  what  keeps  poor  people  from   realizing  their  full  poten>al  is  lack  of  choice  and  opportunity.   They  seek  dignity  instead  of  dependency.”   Social Entrepreneurship SOAPS   PEANUT   BUTTER   CRAFTS   JEWELLERY   KATU   MUGS   Products:    
  • 7. Local Market
  • 8. Establishing Sustainable Bee Keeping Projects for Young Women with Disabilities Project Inspire Award
  • 9. Ka Tutandike Honey Project Sustainable & Pollination circle Premium & Useful Product Income generation in a safe and secure environment Low cost – made locally Why   Honey?     Promotes diversity & inclusion
  • 10. Honey Making
  • 11. Operations & Sales •  1st  batch  (60kg)  packaged  on  September  30th  2013   •  Sales  in  markets  &  from  KaTu  shop                                         •  Feedback  led  to  desire  for  new  design   KaTu  Honey  Processing  Unit  
  • 12. KaTutandike-VAA-NBD Partnership Began  Nov  2013  (deadline  March  ‘14)  
  • 13. Info from Brief Q:  Target  audience   A:  We  aim  to  aTract  the  customer  who  appreciates   quality  and  is  mindful  enough  about  their  health  to   want  to  consume  an  organic  product.   Q:  Values:  What  do  you  want  people  to   associate  with  your  company?   A:  Every  drop  of  this  honey  was  produced  and   packed  by  people  with  disabili/es  in  Uganda   Q:  Main  compe/tors?  What  are  they  doing   right?     A:  Bee  Natural  Uganda  –  They  have  very   unique  packaging  styles  to  match  the  pocket   and  please  the  eye.      
  • 14. Branding BRANDING   ELEMENTS   PROVENANCE   (EQUATORIAL.   UGANDAN   SMOKEY   FLAVOUR)   SOCIALLY   BENEFICIAL   (ASPIRATIONAL)   100%  NATURAL   (ORGANIC)   FEMALE-­‐ CENTRED   Key  challenge:  Branding  must  appeal  to  local,  regional  &  interna/onal  markets.  
  • 15.   Original  Brand   Reac/on  to   Original  Brand  
  • 16. -­‐  Not  visually  engaging  for  consumers  –  low  shelf  standout   -­‐  Low  sales   -­‐  Didn’t  tell  the  brand  story   -­‐  Illustra/on  style  of  insects  didn’t  appeal  –  ‘swarming’     -­‐  Name  ‘Ka  Tutandike’  needed  to  change  for  EU  markets     Current branding
  • 17. -­‐   Social  Enterprise  Story  -­‐  bold  approach  to  tackling  poverty   -­‐   Great  product  with  mul/ple  benefits     -­‐   Passionate  and  engaged  client   -­‐   Needed  a  complete  rebrand  –  clean  slate   Opportunities Ancient  Egyp/an  bee  Hieroglyph  2400BC  Social  Change  
  • 18. Out  of  25  names  in  total,  9  names  were  shortlisted:       Assessment  Criteria   1.  Pronouncibility  (local/Interna/onal)   2.  Sound  symbolism       3.  Emo/onal  bonding  power     4.  Memorability     5.  Fit  to  concept       6.  Nega/ve/posi/ve  associa/ons     Shortlist  Names   Katu  Honey   Simply  Honey   Equator  Honey   A  Good  Start  Honey   My  LiTle  Hive   Honey  Haven   Ugandan  Sisters   Honey  Mammas   Muzinga  Honey  
  • 19. Bench.mark  [bench-­‐mahrk]   noun     “Benchmarking  is  the  process  of  studying  a   par/cular  func/on  or  aTribute  of  a  compe/tor  for   the  purpose  of  making  their  level  of  excellence  your   minimum  level  of  excellence.”    
  • 20. A note on typography Typically  looking  for  a  suite  (family)  of  2-­‐3  fonts:   1.  Title  font  (headline):  Catches  the  eye       Clean  &  clear,  immediate,  recongisable,  stand-­‐out       (viewed  from  a  distance)     2.  Descrip1ve  font  (ingredient):  Wet  the  appe1te     Craped,  personal  (e.g  handwriTen)     taste  appeal,  should  peak  the  consumers     interest.  
  • 21. 1. Lead Theme: Quality
  • 22. 2. Lead Theme: Provenance
  • 23. 2. Lead Theme: Provenance
  • 24. 3. Lead Theme: Social Inclusion
  • 25. 4. Lead Theme: Empowering Women
  • 26. Evolution of an Idea
  • 27. Evaluation Survey VAA  sent  out  a  survey  to  their  mailing   list  with  a  series  of  targeted  ques/ons       Great  way  to  find  out  what’s  important   today’s  consumer     270  responses  in  total   Helped  inform  final  design  choice     www.surveymonkey.com   The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  • 28. Survey Questions
  • 29. “The  design  is  tasteful,  important  if  you  are  trying  to  convey  a  good   tas/ng  product”   “Gives  me  the  feeling  I’m  buying  a  high  end  product”   “Looks  Authen/c  and  African”   “Because  there  is  a  strong  connec/on  with  the  packaging,  I  would  be  likely  to   remember  “oh  this  is  the  honey  produced  by  women  in  Uganda  and  it  would     encourage  a  repeat  purchase”   “Would  like  to  have  it  on  my  kitchen  shelf”   Feedback
  • 30. Artworking -­‐  Prototyping  crea/on  of  keylines   -­‐  Final  adjustments  of  the  selected  concept   -­‐  Range  Extension  -­‐  350g  and  500g  dark  &  light  flavours   -­‐  Approved  &  Artwork  digital  proofs  from  supplier   -­‐  Quality  Control  
  • 31. Final product visualisation
  • 32. Rollout
  • 33. KaTu Honey Launch   •  UK  Launch  -­‐  April  14th,  2014   •  Honey  sold  out  for  £5  per  jar   •  Networking  -­‐  poten/al  funders   Susan  Kistu  –  CEO  of  KaTutandike   “Social Entrepreneurship: A Bold New Approach to Tackling Poverty”  
  • 34. Local vs. International Sales LOCAL:     • Lower  marke/ng  &  transac/on  costs   • Less  stringent  quality  criteria     • Small  volumes  more  acceptable     INTERNATIONAL:     • Larger  market   • Poten/ally  higher  prices   • Foreign  exchange  earnings    
  • 35. Routes to Local Market: Main  Opportuni1es   • Local/Regional  Demand   • ‘Buy  Local’  Sen/ment     •   Unexploited  Market  for  other  Bee   Products   Main  Challenges   • Under-­‐developed  imports  sub-­‐sector   • Cer/fica/ons  (US  18,  UNBS)   • Cheap  Foreign  Brands   • Scale  
  • 36. Routes to International Market: Main  Opportuni1es   • EU  Demand     • High-­‐value  nice  market     • Market  Entry/LDC  Status     • Demand  for  mul/-­‐floral  &  residue-­‐free   honey   Main  Challenges     • Logis/cs     • Cer/fica/on  (FT,  Organic)     • Scale     • Bias          
  • 37. Summary 1.  Develop  a  compelling  brand  story   2.  Openly  engage  in  the  design  process  –  it  should  be   enjoyable!     3.  Test  the  product  with  the  market  prior  to  launch   (survey)     4.  Hire  a  copywriter       5.  Develop  strong  working  rela/onships/friendships     6.  Brief,  brief  &  more  brief!     7.  Market  w/  broad  brushstrokes  (convey  the  sen/ment,