The objective of my Coursera capstone project was to create a brand strategy based on a hypothetical case.
I developed a branding plan for a fictional Mediterranean food restaurant based in Menorca, Spain.
The fictional entrepreneur’s goal is to attract both locals and tourists with an interest in the Mediterranean diet (cultural way of eating). I devised a branding plan as well as a restaurant name: Frutti Azul.
Brand Segmentation
Purchase and Usage Behavior
As the business is a restaurant, the purchase and usage behavior overlap in some ways. When a customer comes in, they purchase and then (usually) immediately consumer the product they purchased.
“Eating out” is framed as a “special” or “luxury” experience, so customers pay more than they would if they were simply buying food to satisfy their hunger. They are paying for the experience: having high-quality food prepared for them, being surrounding by other social beings, enjoying the multi-dimensional atmospheres—sights, smells, sounds—of the restaurant.
Primarily, customers will buy something from a restaurant whenever they are hungry, especially during lunch and dinner times. Furthermore, customers will also approach restaurants for social occasions: a family outing, a first date, a celebration between friends.
It is in the interest of the restaurant to inspire loyal users, specifically among the local patrons, as their proximity grants them continued access. The usage rate will depend on both the loyalty factor as well as the prices on the menu.
Benefits
Psychographics
Restaurant patrons seek many things. They do want convenience, a seamless service transaction that allows them to enjoy their company and the atmosphere. They do want health and nutrition, food of good quality. At core, what both locals and tourists want is authenticity. They both are interested in Mediterranean fare. Menorcans hail from a Mediterranean region and thus want food that feels rooted in tradition, that seems native to their environment, that culturally elaborates on their sense of home. Tourists pay the expensive travel fare because they wish to experience a slice of that and feel more worldly.
Motivations
Locals want food that makes them proud of their home and their heritage. Food builds community, offering these people access to a cultural and aesthetic legacy that creates the sensation of being part of something larger than yourself. The tourist is a traveler. They wish to become worldly and nuanced. They pay to see other parts of the world and take part in other cultures. They wish to step outside of themselves, building out a vision of what life could offer if they were in another context. A wide-ranging appreciation for cuisine is also seen as a sign of intelligence. A higher social perception is afforded to those seen to possess a fine-tuned sense of taste. This is attractive because it is distinguishing, allowing these folks to stand out from the crowd.
Demographics
The geographic demographics (locals and non-locals) encompasses many. The restaurant should skew towards adults (they possess more buying power) and should be accessible to families and other larger gatherings.
Positioning Statement
For those who come to paradise to seek authentic Basin-inspired taste, Frutti Azul offers the finest cuisine. Our Mediterranean restaurant prepares dishes with love, flair and an understanding of our history. Food is about community, about heritage, and so while our food is top notch, we go above and beyond to ensure your dining experience is one that stays with you after you have finished your meal. From the nautically inspired architecture to the island views and regional music bands, Frutti Azul is committed to making the Mediterranean feel like home.
BRAND PERSONALITY: THE EXPLORER (finds inspiration in travel, risk, discovery, and the thrill of new experiences)
BRAND VALUES/VISION:
Mediterranean cuisine has been a health staple for generations. But food is so much more than that. Food is family. Food is culture. Food is heritage. When we have you at our table, we’re bringing you into our home. Whether you’re a local or you’ve come to our island paradise on a whim, we’ll always have a seat for you. And hopefully, when you leave, a piece of us will leave with you to-go.
CATEGORY INSIGHT: At core, they want authenticity. They both are interested in Mediterranean fare. Menorcans hail from a Mediterranean region and thus want food that feels rooted in tradition, that seems native to their environment, that culturally elaborates on their sense of home. Tourists pay the expensive travel fare because they wish to experience a slice of that and feel more worldly.
POINT OF DIFFERENCE: Frutti Azul, while possessing food of the same caliber as their competitor, goes above and beyond in crafting a visual and aural experience that captures the essence of Mediterranean history.
BRAND IMAGE/EQUITY: Frutti Azul wows with its amazing Mediterranean fare. Local customers are loyal to the brand because the food is good, not placed at a ridiculous price point, and culturally inspired (psychological benefit). Tourists do not eat at Frutti Azul nearly as frequently as locals do. However, their loyalty to the brand is cemented via the quality of the food and the richness of the “slice of life” their dining experience offers them. The dining occasion leaves an indelible mark on them that spawns positive reviews and builds up wider recognition. Folks enjoy the architecture and the music especially.
CONSUMER INSIGHT: Locals want food that makes them proud of their home and their heritage. Food builds community, offering these people access to a cultural and aesthetic legacy that creates the sensation of being part of something larger than yourself. The tourist is a traveler. They pay to see other parts of the world and take part in other cultures. They wish to step outside of themselves, building out a vision of what life could offer if they were in another context. A wide-ranging appreciation for cuisine is also seen as a sign of intelligence. A higher social perception is afforded to those seen to possess a fine-tuned sense of taste. This is attractive because it is distinguishing, allowing these folks to stand out from the crowd.
Brand Manifesto
“For those who seek authentic Basin-inspired taste, Frutti Azul offers the finest. Mediterranean cuisine has been a health staple for generations. Our Mediterranean restaurant prepares dishes with love, flair and an understanding of our history. But food is so much more than that. Food is family, culture and heritage. We go above and beyond to ensure your dining experience captures the essence of the Mediterranean: from the historically inspired architecture to the island views and regional music bands. When we have you at our table, we’re bringing you into our home. It doesn’t matter if you’re a local or you’ve come to our island paradise on a whim. We’ll always have a seat for you. And hopefully, when you leave, a piece of us will leave with you to-go.”
Brand Identity
The Logo
When I think of the Mediterranean I think of the sea, thus I think of the color blue. I envision the logo incorporating elements evocative the sea. My logo would be circular. A deep blue/sea-blue (blue like the color of the Greek flag) would fill in all the negative space around the circular logo’s other elements. There could be some thin, white, wave-like patterns in this blue areas. Because Frutti Azul most importantly stands for both cultural adventure and belonging, there need to be elements that communicate both travel and firmness. I would go for an abstract ship-like structure with a Poseidon-esque deity figure behind it, holding a trident. The visual elements would be oriented to seem like they were coming at the viewer, moving forward from a distant horizon point. This detail would symbolize how Frutti Azul draws from the past to bring authentic fare into the present.
The Name
Frutti is Italian for the word “fruits.” Fruits and vegetables are a staple of the Mediterranean diet. Frutti del mare is Italian for “seafood,” another staple of the Mediterranean diet as well as a strong image to associate with the concepts of cuisine and the sea. The sea is central to understanding the Mediterranean historically. Azul is Spanish for “blue,” key here as again a strong visual cue to link the viewer to the sea. Also, this hypothetical restaurant is based in Menorca, a Spanish island. Having that geographic language cue is important. Finally, Spain and Italy are both European countries with southern regions that are in the Mediterranean. While this restaurant is based in Spain, it isn’t a Spanish restaurant. It’s a Mediterranean one, and the name should reflect the regional diversity a bit.
The Look and Feel
The dominant colors will be blue and white. The font will be blue. Blue works as a visual cue for the sea while also communicating that this brand is strong, dependable and trustworthy. That will be important since its aim is a lofty one: deliver the authentic Mediterranean experience. The typography will incorporate a sans serif font. Frutti Azul wants to communicate clean, modern and innovative values while coming across as friendly, not presumptuous. Furthermore, the boxier elements of the logo (i.e. the ship) visually reinforce sturdiness.