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Mancarons slides
- 1. MANCARONS
- 2. Mancarons are artisan macar- ons marketed specifically to- wards trendy, on-the-go men. These macarons sell a stereo- typically “feminine” product to men that enjoy deserts. This also shows that it is possible to market to men without going overboard on the “masculine” design. WHAT ARE MANCARONS?
- 3. WHAT ARE MANCARONS? This is a satirical project. Most maca- rons are very neat, pretty and associ- ated with “feminine” design ele- ments. (script text, pastel colors, etc.) This is also a comment on the unnec- essary separation between versions of the same product that are target- ed towards men and women sepa- rately. I also thought it would be a fun chal- lenge to create a product geared towards men. I want to show that it is possible to market towards men with- out overdoing it on the masculinity of the design.
- 6. M MWHERE ARE MANCARONS SOLD?
- 7. HOW MUCH WILL THEY COST? $5 $10 $15 Around $12 for a box of 10, $3 for a box of 2
- 8. MANCARONS’ AUDIENCE Men aged 20-45 Hipster/ “Cool Dads” Typically men who enjoy other artisanal foods such as kombucha, IPAʼs, etc. The target audience members typically lead fast-paced lives and appreciate simplicity. Individuals with some disposable income for specialty goods.
- 9. COMPETITORS “Guests will be able to savor over 20 decadent flavors of homemade, hand piped, macarons made daily.” “Guests can enjoy delectable, preservative free, flavors including pistachio, Butterfinger, sʼmore, raspberry, caramel,vanilla and more.” Playful and Cutesy Family-friendly Caters to tourists Carousel Macarons
- 10. COMPETITORS “Every macaron you get is delicately hand made. I use the best quality ingredients for each flavor, making sure everything is fresh so you can taste the flavor in every bite. And most importantly, you will not find any preservatives in my macarons that may exist if you buy from a retail store.” Hand-made Preservative-free Fun yet professional Macarons by Maddie Lu
- 11. COMPETITORS “Each macaron is hand-made by Nikkolette, using only the freshest, highest-quality ingredients. ” High-quality Hand-made Fresh and Local Nikkoletteʼs Macarons
- 12. THINK VS FEEL T H I N K F E E L Finally! A macaron perfect for the all-american male! These macarons are SO delicious yet sturdy enough for my manly hands!
- 14. INITIAL BRANDING ARTIsan Organic ALL NATURAL COLORS & FLAVORS MANCARONS est. 1997 PRIMARY TEXT (CHUNK FIVE EX) SECONDARY TEXT (LEMON/MILK) BODY TEXT (AVENIR NEXT CONDENSED)
- 15. EXTENDED B R A N D I N G M Changes were made to branding along the way to further reflect the brand identity and cater to the target audience. This included making the packaging more “masculine.” For the exhibition portion of the project, a fourth color was added to the palette and new patterns were developed to add more variety to the branding.
- 16. PACKAGE MOCKUPS
- 19. DISPLAY
- 21. RECIPE BOOKLET
- 22. SOCIAL MEDIA
- 23. MERCH
- 24. MERCH
- 25. STAFF SHIRTS
- 26. MM