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![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
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your
minimum
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Laura Macaulay, Navigate By Design on her work for Ka Tutandike at Outstanding By Design
The document outlines a comprehensive branding and design project for the Katu Honey initiative, focusing on the development of a compelling brand story, engaging design process, and thorough market testing. Key elements include targeting local and international markets, emphasizing social entrepreneurship, and creating packaging that appeals to consumer values. It also addresses challenges in branding and certification while providing strategies for growth and sustainability in the honey production sector.
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Similar to Laura Macaulay, Navigate By Design on her work for Ka Tutandike at Outstanding By Design
Laura Macaulay, Navigate By Design on her work for Ka Tutandike at Outstanding By Design
- 2. 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
- 3. Value Added inAfrica
- 4. 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
- 5. Examples of VAARebranding Meru Herbs Pasta Sauce, Kenya Naturub Herbal Balm, Kenya
- 6. Ka Tutandike “Let’sGet Started” Community outreach/ECD
- 7. “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:
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- 9. Establishing Sustainable BeeKeeping Projects for Young Women with Disabilities Project Inspire Award
- 10. Ka Tutandike HoneyProject Sustainable & Pollination circle Premium & Useful Product Income generation in a safe and secure environment Low cost – made locally Why Honey? Promotes diversity & inclusion
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- 12. 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
- 13. KaTutandike-VAA-NBD Partnership Began Nov 2013 (deadline March ‘14)
- 14. 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.
- 15. 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.
- 17. Original Brand Reac/on to Original Brand
- 18. -‐ 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
- 19. -‐ 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
- 20. 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
- 23. 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.”
- 26. A note ontypography 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.
- 29. 1. Lead Theme:Quality
- 30. 2. Lead Theme:Provenance
- 32. 2. Lead Theme:Provenance
- 33. 3. Lead Theme:Social Inclusion
- 34. 4. Lead Theme:Empowering Women
- 35. Evolution of anIdea
- 36. 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.
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- 38. “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
- 39. 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
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- 43. 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”
- 44. Local vs. InternationalSales 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
- 45. Routes to LocalMarket: 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
- 46. Routes to InternationalMarket: 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
- 47. 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,