Barilla Re-Design
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Transcript of Barilla Re-Design
Discover
Define
Design
Develop
C O N T E N T S
4
22
36
56
History
Values
Visual & Verbal Audit
Image Attributes
Audience
Compet i t i on
We l l Known Fac t s
D I S C O V E R
7
8
9
14
16
18
20
The Discover phase for Barilla begins with an exploration of the history of the Barilla Group. It is important to examine the history of this company because a large part of their inspiration and ideals are rooted in their history. Barilla pasta is a private, family owned company. In 1877 The first Barilla shop opened in Parma, Italy by Pietro Barilla senior. The company started as a bakery that made fresh breads and pastas. In 1910 Riccardo and Gualtiero, Pietro Senior’s sons, took the reins of the company. Under their management the company made progress towards industrial production with the construction of a real bread and pasta factory which employed 80 people and produced 80 tons of pasta a
day. Today the company is owned by the fourth generation of the Barilla family: Chairman Guido Barilla and Vice Chairmen Luca and Paolo Barilla. In 1971 Barilla became an American Company when the Barilla brothers sold the majority share. Guido Barilla attended Boston College in the U.S. and spent a year in the U.S. selling pasta to specialty stores and Italian restaurants in the 1980s. “I understood that the real future of our company was in the U.S.” Barilla is still the number one pasta in Italy today. Barilla produces many different types of pasta, over 120 different shapes and sizes. It is the world’s leading pasta maker with 40%-45% of the Italian market and 25% of the U.S. market.
HISTORY
7
Following the history section in the Discover phase is a discussion of the values of the Barilla Group. These values are the ways in which the company wishes to be seen and what they would like to be known for. The Barilla Company is an Italian family company that has been around since 1877. Barilla believes that “food is a joyful convivial experience, is taste, is a form of sharing and caring.” The company offers delightful and safe products at a great value. Barilla believes in the “Italian nutritional model, that puts together superior quality ingredients
and simple recipes creating unique five senses experiences.” The Barilla group lists their values on their website: passion, trust, intellectual curiosity, integrity, and courage. A sense of belonging, courage, and intellectual curiosity inspire those at Barilla. Barilla has always linked its development to people’s wellbeing and to the communities in which it operates. It is their vision to help people live better by “bringing well-being and the joy of eating into their everyday lives.”
8 Barilla
VALUES
After researching the history and values of the Barilla company a visual and verbal audit was compiled. Several different types of verbal and visual communication used in Barilla’s current campaign are identified in this audit. It is important to evaluate a verbal and visual audit of a company to see any inconsistencies within the branding. The verbal portion of the audit is what a company says about itself. The current English tag lines and marketing messages
were used for the verbal portion of the audit. They are as follows: 1) “Pasta, Sauce, and the Good Life” 2) “Italy’s No. 1 Pasta” 3) “The Choice of Italy” 4) “The All-Italian Pleasure of Good Eating” 5) “The Pasta-bilities are Endless”The visual portion of the audit is what a company shows us about itself. The visual portion of the audit
VISUAL AND VERBAL AUDIT
fig. 1: Print Ads
9 Discover
fig. 2: Print Ads
fig. 3: Italian print ad fig. 4: New Years print ad
can be seen in the brand’s print ads (fig. 1- fig. 7), iPhone App (fig. 8), website (fig. 9), Facebook (fig. 10), Twitter (fig. 11), shelf displays (fig. 12), and TV commercials (fig. 13 - fig. 14).
10 Barilla
fig. 5: Print ads featuring noodle shape fig. 6: Billboard
fig. 7: Print ad featuring noodles fig. 8: iPhone App featuring recipes
11 Discover
12 Barilla
fig. 9: Website fig. 10: Facebook
fig. 11: Twitter fig. 12: Shelf Display
13 Discover
fig. 13: TV commercial still fig. 14: TV commercial still
PASTA, SAUCE, AND THE GOOD LIFE
ITALY’S NO. 1 PASTA
THE CHOICE OF ITALY
THE PASTA-BILITIES ARE ENDLESS
This section of the Discover phase is dedicated to the found image attributes of the Barilla brand. It is important to examine a company’s found image attributes to get a sense of how the general public views the brand. These image attributes were found by conducting two forms of research:
1) An examination of an online review and an online article about Barilla. 2) A user survey was conducted. Family members and friends were asked to describe Barilla in three words.
IMAGE ATTRIBUTES
14 Barilla
HEALTHY
GENUINE
QUALITY
SIMPLE
COST-EFFECTIVE
CLASSIC
CUCINA
CONSISTENT
DELICIOUS
NO. 1
AFFORDABLE
GOOD PRICE
QUICK
INTEGRITY
COURAGE
CHEAP
BASIC
ITALIAN
INEXPENSIVE
GENUINE
CLASSIC
QUALITY
RELIABLE
VARIETY
EASY
TASTY
HEALTHIER
GOOD
SELECTION
CONSISTENT
GOOD
CONVENIENT
RELIABLE
INEXPENSIVE
ITALIAN
RELIABLE
BEST AVAILABLE
GOOD PRICE
NICE PACKAGING
TASTES GOOD
ITALIAN
VARIETY
EASY
THE BEST
INTEGRITY
AFFORDABLE
VARIETY
GOOD PRICE
NOT CHEAP
GENERIC
AUTO GRAPHICS
AUTO GRAPHICS
UTILITARIAN
GENERIC
OLD
TIRED
STANDARD
BULKY
AWKWARD
AUTO GRAPHICS
PROS
CONS
15 Discover
This section of the Discover phase identifies Barilla’s current audiences. It is important to examine the audience(s) of a brand to be sure they are successfully advertising to their main target market. 1) According to Forbes Magazine, “Barilla spent heavily on advertising, especially daytime television to target its biggest customers: housewives”. Along with housewives, Barilla also has secondary and tertiary audiences:
2) The secondary audience for Barilla is family men. Now-a-days there are many more stay-at-home dads, same-sex couples, and men who just enjoy cooking. 3) The tertiary audience for Barilla is College students. Pasta is a quick, easy, and cheap way to enjoy a home cooked meal. Students tend to purchase Barilla for the convenience.
AUDIENCE
16 Barilla
17 Discover
HOUSEWIVES
FAMILY MEN
STUDENTS
This section of the Discover phase addresses Barilla’s competition. Three forms of research were conducted to discover Barilla’s competition. 1) An examination of the pasta shelves at Cub foods. This study found Creamette to be a competitor for Barilla. The shelving display for Creamette is larger than the display for Barilla. This study also showed that Creamette is less expensive than Barilla. 2) Online articles and reviews on Barilla show that Ronzoni and Kraft are competitors.
3) A user survey was conducted. Family members and friends were asked what kind of pasta they usually purchase and what they cook when in a hurry or trying to save money. This study showed that off brand pasta is a competitor (especially among college students). Rienzi, Annie’s, and other gluten free pastas and meals are competition. Along with other quick meal options like frozen meals, rice, soup, pizza, eggs, macaroni & cheese, and ramen.
COMPETITION
18 Barilla
19 Discover
GLUTEN FREE OPTIONS
CREAMETTE PASTA
QUICK MEALS
The final section of the Discover phase for Barilla is the company’s three well-known facts. It is important to determine these three well-known facts because, similar to the image attributes, this is how a brand is seen from the general public; this is what is being said most often about the brand.
Barilla’s well-known facts were found by taking all the research from the Discover phase into consideration. The three well-known facts for Barilla’s current campaign are 1) the blue boxes, 2) that it’s an Italian brand and 3) that it’s a classic food item.
WELL KNOWN FACTS
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BLUE BOXES
ITALIAN
CLASSIC
21 Discover
New Audience
Desired Image Attributes
Design Criteria
Brand Posit ioning
D E f i N E
25
28
29
34
The next phase of the Barilla re-design is the Defi ne phase. In this phase we identify which aspects of the original Barilla campaign are working and which aspects are not working. These are revealed in many of the words collected in the image attribute section of the Discover phase. The image attributes tell us that although there are many good qualities
about the Barilla brand and the pasta itself, such as healthy, quality, variety, and classic, there are a few attributes that are negative such as old, tired, and awkward. To help guide our re-design for Barilla we start off the Defi ne phase by creating a new target audience. In the fi rst section of the Defi ne phase a new
NEW AUDIENCE
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audience for Barilla is created. This new audience is defined through a persona. The new audience persona that was created for Barilla is a couple named Jenny and Travis. Jenny is 26 years old and Travis is 28 years old. They have been dating for two years and live together in a studio apartment in downtown Chicago, IL. They met in college where they attended the University of Illinois. They are not married and do not have children. Both work in downtown Chicago, their income combined is $110,000 per year. Because they are living together
without any children they have a disposable income. They are both in the beginning of their careers, Jenny as a Journalist and Travis as a Graphic Designer. They take public transportation to work (the EL and bus system). They lead busy, social lifestyles. Jenny and Travis spend the majority of their time together. They also love being with family and friends. They enjoy hosting dinner parties where they cook and share large meals. They have an appreciation for quality, healthy food and are up-to-date with the new
27 Define
“FOODIES”LIBERAL
FAMILY ORIENTEDOPEN-MINDED
HEALTHYHAPPY
PASSIONATEACTIVE
LIGHT HEARTEDPROFESSIONAL
INTELLIGENTURBAN
ARTISTICUPPER-MIDDLE CLASS
trends in food. Jenny and Travis consider themselves “foodies” and are passionate about experimenting with new recipes. Along with eating healthy the couple also enjoys working out and staying in shape. Jenny and Travis have an active social life. They attend happy hour with friends and love hitting up new, popular clubs downtown. The couple also enjoys music. They like to learn about new bands and attend concerts on the weekends. For a quieter time together they visit museums and art exhibitions. The couple is up-to-date with the newest technology. Jenny has a cooking blog and Travis dabbles in photography. Jenny has an iPhone 4 but is excited to upgrade to the iPhone 5 and Travis uses a MacBook Pro for his design and photography work. They keep up with their friends and family through text messaging and over Facebook, Twitter, Pintrest, and Instagram.
For this portion of the Define phase the desired image attributes were identified. By examining the existing image attributes and our new audience we came up with six desired image attributes for the new Barilla brand, they are quality, healthy, tasty, variety, authentic, and classic. The word quality is defined as the “general excellence of standard or level” The word healthy is defined as something that is “possessing or enjoying in good health”.
The word tasty is defined as “having a pleasant, distinct flavor”. Variety is defined as “a number or different types of things, especially ones in the same general category”. The word Italian means “Of or relating to Italy, its people, or their language”. Classic is a word that means “something that is judged over a period of time to be of the highest quality and outstanding of its kind”.
DESIRED IMAGE ATTRIBUTES
28 Barilla
29 Define
Using these new found desired image attributes we then put together the design criteria for the new Barilla branding system.
We did this by pairing each word attribute with the five senses: see, hear, touch, taste, and smell.
DESIGN CRITERIA
QUALITY
HEALTHY
TASTY
VARIETY
ITALIAN
CLASSIC
QUALITY
HEALTHY
TASTY
S E E TA S T E
30 Barilla
H E A R F E E LS M E L L
31 Define
VARIETY
ITALIAN
CLASSIC
32 Barilla
S E E TA S T E
33 Defi ne
H E A R F E E LS M E L L
In the last portion of the Define phase we identify the new brand positioning for Barilla. With the help of Marty Neumeier who wrote the book The Brand Gap we created this brand positioning statement by identifying the “who”, “what”, and
“why” of our new brand. The “who” identifies who Barilla is. The “what” identifies “what” Barilla does and the “why” identifies why this brand special.
BRAND POSITIONING
34 Barilla
BRAND POSITIONING
BARILLA IS A HIGH QUALITY ITALIAN
PASTA COMPANY.
BARILLA PROVIDES HEALTHY AND TASTY
PASTA AS WELL AS RESOURCES FOR
RECIPES AND SAUCES FOR HEALTHY
MEAL OPTIONS.
BARILLA OFFERS A VARIETY OF PASTA
AND MEAL OPTIONS FOR THOSE WITH
SOCIALLY ACTIVE LIFESTYLES WHO ARE
CURIOUS ABOUT THE ART OF COOKING.
BARILLA IS A QUALITY ITALIAN PASTA COMPANY THAT
PROVIDES TASTY PASTA, RECIPES, AND SAUCES FOR HEALTHY
MEAL OPTIONS FOR THOSE WITH SOCIALLY ACTIVE LIFESTYLES
WHO ARE CURIOUS ABOUT THE ART OF COOKING.
35 Define
WHO
WHAT
WHY
Marketing Strategy
Marketing Message
Visual System
D E S i G N
39
42
44
The Design section is dedicated to the marketing strategy, marketing message, and design elements for the new campaign based on what was established in the Define phase. Firstly, in the Design phase, the new Barilla marketing strategy is identified. By examining Jenny and Travis’ daily activities we are able to determine the most effective means of advertising applications. These applications are put in their every-day environment so they happen upon them naturally. Jenny and Travis are up-to-date with new forms of technology and receive many forms of advertising through the use of their iPhones, apps, social media, and blogs.
Although the couple is tech savvy they still have an appreciation for tactile, old-fashioned forms of communication. This is expressed through the cookbook. The cookbook pushes the authentic, classic feeling in the new Barilla brand. Jenny and Travis primarily use public transportation to get to and from work. Bus stop ads and billboards are something they pass by every day. The couple enjoys experimenting when it comes to cooking but they like to be introduced to new products so they are guaranteed quality. Free samples at grocery stores allow the target audience to get a feel for the product without having to commit right away. View fig. 15 for further explanation.
MARKETING STRATEGY
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Barilla products are sold, events are advertised, recipes are listed. The site links to the Barilla Facebook, Barilla Twitter, and the Barilla Blog.
The new Barilla campaign is based around their limited edition cookbook called Buona Pasta, Bella Vita.
COOKBOOK WEBSITE BLOG APP
The Barilla Blog is design like Pintrest. The public can upload and share pictures and recipes on the blog.
The Barilla App is an extension of the Barilla Blog where the public canupload and share pictures and recipes on their smart phones.
40 Barilla
fig. 15: Marketing Strategy
Barilla’s Twitter page updates the public on events, products, & recipes. The page links to the Barilla website, Barilla Blog, and Facebook.
Barilla’s Facebook page updates the public on events, products, & recipes.The page links to the Barilla website, Barilla Blog, and Twitter.
Bus stop ads advertise Barilla when target audience is en route to and from work using public transportation.
Billboards advertise Barilla when target audience is en route to and from work using public transportation.
Featured samples are offered at upscale grocery stores such as Kowalski’s & Lunds with a touch screen displaying the recipes from “Buona Pasta, Bella Vita”.
TWITTER FACEBOOK BUS STOP AD BILLBOARD SAMPLES
41 Design
MARKETING MESSAGE
After identifying the marketing strategy in the Design phase we then brainstormed possible marketing messages, or tag lines, for the new Barilla campaign. The phrase “Buona Pasta,
Bella Vita” was chosen as the final marketing message and is also used as the title of the Barilla cookbook. In Italian, Buona Pasta, Bella Vita translates to Good Pasta, Good life.
42 Barilla
Good Pasta, Good LifeBuona Pasta, Bella VitaRelax, You Still Have Great PastaFive Second RuleNew Favorite MealDream Up Something NewWe Believe in Favorite IngredientsIt Begins with BarillaWhat’s on Your Plate?Step up to the PlateMix It UpIt’s Always NewGo Ahead, Play With Your FoodGreat FoundationCreative CombinationsIt’s a Social ExperienceBuon AppetitoFor the Chef in YouTry Something NewIt’s What’s in Your PantryClassic, AuthenticOpen WideStep up to BarillaIt’s Classic
You’re Favorite IngredientFor the Chef in YouIt’s not like BakingWing It!Come up with Something GreatWhip up Something Great!Start with BarillaIt Starts with BarillaFor you, It’s Barilla!Let’s Make Something new TonightJust Add SauceJust Make SauceJust Add ImaginationBarilla is the CanvasGet Saucy!PrimoThe FirstClassic CreativityA Creative Approach to DinnerBringing Dinner to LifeNot what You Expect
A Basis for Your CreativityFun FusionsUniteMergeGreat Starting PointIt’s Always “In”The “In” CrowdA Classic CompositionCompose a MealEdible CompositionsStir It Up!New Way of Working with the Basics
BUONA PASTA, BELLA VITA
43 Design
VISUAL SYSTEM
The visual system for the new Barilla campaign is created by keeping the persona, marketing strategy, and marketing message in mind. The visual system consists of four elements: 1) Logo 2) Photography 3) Color Palette 4) Typography
LOGO
The new logo was developed through several different stages of refinement. First, we did a font exploration where in which we investigated as many different fonts as possible. Using this big catalog we could identify which fonts we wanted to go further with. During this research we settled on six fonts that had a retro, 1950s - 1960s vibe.
We then narrowed it down to one final font. This font is called Rechtman Plain. Using this type-face we created proprietary art by changing the letter shapes and counters and by adding the oval design element. This makes the Barilla logo unique to the new Barilla campaign.
44 Barilla
FONT EXPLORATION
45 Design
LOGO FINALISTS
46 Barilla
FINAL TYPE-FACE
PROPRIETARYART
47 Design
PHOTOGRAPHY
Barilla’s new campaign uses photography as the main visual element. The photography seen in this campaign was composed and taken by me. The photographs showcase a birds-eye-view of the recipes featured in the Barilla Pasta Co.’s cookbook, Buona Pasta, Bella Vita.
The photographs show all of the ingredients used in each recipe. The ingredients are laid out flat and organized in highly geometric patterns. Other photos used throughout the campaign include other cooking utensils like pots and spoons and some highlight close-up shots of just noodles.
48 Barilla
49 Design
50 Barilla
51 Design
52 Barilla
53 Design
COLOR PALETTE
The new color palette for Barilla is based off of the old color palette used in their prior branding. Initial research found that the blue boxes of Barilla are highly recognizable. Based off of this information
we decided to keep the equity of this color while adding the three colors of the Italian fl ag: red, white, and green. Also, yellow has been added as a highlight color which mimics the color of pasta.
54 Barilla
TYPOGRAPHY
Other than the Rechtman Plain, which the new Barilla logo is based off of, there are other typographical elements used in the campaign. These elements can be divided into four sections:
1) Cookbook Title: AdamGorry-Lights (All Caps) 2) Headers: Hero (All Caps) 3) Sub-Headers: Gill Sans MT (All Caps, Bold) 4) Body Copy: Tw Cen MT
COOKBOOK TITLE
This is the typeface used for body copy for the new Baril la cam-paign. The font is Tw Cen MT. This is the typeface used for body copy for the new Baril la campaign. The font is Tw Cen MT. This is the type-face used for body copy for the new Baril la campaign. The font is Tw Cen MT. This is the typeface used for body copy for the new Baril la campaign. The font is Tw Cen MT.
HEADER S
S U B - H E A D I N G S
55 Design
Cookbook
Billboard
Bus Stop Ad
Website
Blog
App
Social Media
Samples
Avatar
D E V E L O P
59
64
68
72
74
76
78
80
82
The Develop phase is where you can see all of the design elements created in the Design phase applied to the new Marketing System. The first application is the cookbook, Buona Pasta, Bella Vita. This newly designed campaign for the Barilla Pasta Co. revolves around this cookbook. This
cookbook is aimed towards Barilla’s new audience: young urban couples who like to experiment with the art of cooking. Buona Pasta, Bella Vita contains recipes that highlight healthy meal options and the many varieties of Barilla pasta
COOKBOOK
59
61 Develop
Jenny and Travis, Barilla’s new target audience, are an urban couple. A way to advertise to them and get their attention is with
the use of billboards. The target audience is likely to use public transportation on their way to and from work and pass these ads often.
BILLBOARD
64 Barilla
Similar to the billboard is the bus stop ad. This is another way to reach out to Jenny and
Travis on their way to and from work.
BUS STOP AD
68 Barilla
The billboard and bus stop ad display a link to Barilla’s new website: barillapastaco.com. On this site the viewer could buy Buona
Pasta, Bella Vita and other Barilla products, learn featured recipes, link to the Barilla Blog, and learn about the history of Barilla.
WEBSITE
72 Barilla
PRODUCTSPRODUCTSRECIPES HISTORYRECIPESABOUT BLOGABOUTHOME
Barilla on the WebBarilla on the WebRecources
Barilla on the WebLegal
73 Develop
The Barilla Blog is a place where customers can post photos of their favorite recipes and dishes that feature Barilla pasta. Viewers can
also search for a specific recipe or browse all of the recipes posted on the blog.
BLOG
74 Barilla
l ogSHARE
SEARCH
BROWSE
PENNE ALLA ARRABIATA uploaded: 11.26.12 30s ago
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PENNE ALLA ARRABIATA uploaded: 11.26.12 30s ago
PRODUCTSPRODUCTSRECIPES HISTORYRECIPESABOUT BLOGABOUTHOME
Barilla on the WebBarilla on the WebRecourcesBarilla on the WebLegal
75 Develop
The Barilla App is similar to the Barilla Blog in that it is a place where customers can post photos of their favorite recipes and dishes that
feature Barilla pasta. Viewers can also search for a specific recipe or browse all recipes.
APP
76 Barilla
Barilla
uploaded: 11.26.12 30s ago
Shareyour
Favor i teBar i l laRec i pes !
SHARE
SEARCH
BROWSE add UPLOAD
Barilla
uploaded: 11.26.12 30s ago
Shareyour
Favor i teBar i l laRec i pes !
SHARE
SEARCH
BROWSE add UPLOAD
77 Develop
Once a month, at high-end grocery stores like Lunds and Kowalski’s, Barilla will offer free samples of featured recipes from Buona Pasta, Bella Vita. Along with the samples there will be discounted prices on the cookbook and pastas. To showcase the recipes there will be a
large touch screen where customers can swipe through the featured recipes. Those working at the free sample booth would wear Barilla branded aprons. The samples would be given in recyclable Barilla bowls.
SAMPLES
78 Barilla
79 Develop
Barilla’s new target audience spends a lot of time online and communicating through social media. Another way to keep the new audience up-to-date with the Barilla Pasta
Co. is with social media such as Facebook and Twitter. Here Barilla can share news and link viewers to the Barilla Pasta Co. website and Blog.
SOCIAL MEDIA
80 Barilla
81 Develop
82 Barilla
The last piece of the Develop phase is the Barilla avatar. The avatar shows the new Barilla logo in motion. This avatar can be used
in animations, t.v. commercials, website or iPhone app.
AVATAR
1
2
3
83 Develop
Work Cited:
http://www.forbes.com/global/2002/1125/036.html
http://www.barillagroup.com/corporate/en/home/chisiamo/history.html
http://www.barillagroup.com/corporate/en/home/chisiamo/vision.html
http://www.adbrands.net/it/barilla_it.htm
http://ianwiltshire.com/barilla.html
http://artnectar.com/2010/12/creative-advertising-happy-new-year-barilla/
http://www.advertolog.com/barilla/print-outdoor/corkscrew-3034905/
http://www.coloribus.com/adsarchive/prints/barilla-food-the-simpsons-2713655/
http://www.nicholaspizzolato.com/work/packaging.htm
http://www.facebook.com/BarillaUS?fref=ts
http://www.barilla.com/
http://www.goldengekko.com/?page_id=1883
http://www.triplepundit.com/2011/01/barilla-first-pasta-maker-move-cage-free-eggs/
http://www.epinions.com/review/Barilla_Spaghetti_1_Lbs/content_463108935300?sb=1
http://www.adbrands.net/it/barilla_it.htm
http://www.forbes.com/global/2002/1125/036.html
http://www.epinions.com/review/Barilla_Spaghetti_1_Lbs/content_463108935300?sb=1
http://www.forbes.com/global/2002/1125/036.html
http://faithoncampus.com/why-the-local-church-needs-college-students/
http://bythedarkofthemoon.wordpress.com/2010/10/23/bean-untucked-uh-oh/
http://tlc.howstuffworks.com/family/8-stay-at-home-mom-success-tips.htm
The Brand Gap by Marty Neumeier
Re-Design and Book Layout by: Yana Pietras