What stops someone from preferring “Organic food”?

The
The Design
Design
Conspiracy:
Conspiracy:
Unusual
Unusual opening.
opening.
Interesting
• "May be itthough.
Interesting is costly compared to my regular meal"
though.

• "I do care about my health... But why showoff eating organic food?
I eat at good quality restaurants"
• "Organic food is health food. Normally health food is tasteless“

• “I tried it once, it is no different from the normal stuff but costly”

Organic food is EXPENSIVE, it is for those who want to SHOWOFF and it is TASTELESS. It is okay ONCE-A-WH
 Did you know
Mahatma Gandhi
was a strong
So where do we start? advocate of
organic food?

• Telling people about the goodness of “Organic food”

• Clearing the “doubts” in their minds

• Make eating “Organic food” a habit, more than a one off at

Organarchie
– More than starting more outlets, start with selling them “Organic”
fruits, vegetables and meat etc. at the existing restaurants

Remember you eat more than 40% of your meals at home or at work, the rest is when you dine out…
 Our promise @ Organarchie

• Find everything you would find in the other menu and

more...
– The difference – “Organic” is pure & healthy

• Proposition: Taste unadulterated

The
The Design
Design
Conspiracy:
Conspiracy:
This
This is
is OK.
OK. Could
Could
have
have got
got here
here
quicker.
quicker.
The
The Design
Design
Conspiracy:
Conspiracy:
The
The best
best bit
bit is
is
The communication strategy
hidden
hidden away
away atat the
the
bottom
bottom “You
“You don’t
don’t
step into
intoofaaPR to increase awareness and creation of interest
•
step Use
restaurant
restaurant before
before itit
is – Healthto
is referred
referred aspect
to you
you by
by
someone”.
– Pureness aspect, how all the essential elements are kept intact
someone”.
– Events and happenings, celebrity visits
– Taking home organic food
• Create a celebrity for Organarchie, who would make
people look up to Organic food
• Viral marketing – usage of email & SMS
• Occasional usage of press and radio

You don’t step into a restaurant before it is referred to you by someone

 The
The Design
Design
The communication strategy Conspiracy:
Conspiracy:
This
This is
is good.
good. AA nice
nice
list.
list. We
We know
know exactly
exactly
what
what we’re
we’re supposed
• The restaurant to be doing.
supposed
to be doing.
– Signage showing direction in the streets(Possibly
(Possibly aa bit
bit basic
basic
but...)
but...)
– The signage on top of the restaurant
– The menu card
– The table top / coasters
• Table tops would contain the calorific and health value of the food on
menu
• This would make sure the guests know what they are eating
The
The Design
Design
Conspiracy:
Conspiracy:
This
This is
is weird.
The
weird. Quite
Quite
communication strategy
like
like it,
it, but
but it’s
it’s
weird.
weird. Not
Not sure
sure about
about
• Our imaginary
“Branson”
“Branson” but
but we’recelebrity
we’re
listening...
– We would call our celebrity “Branson” (sounding near the Sir
listening...
Richard Branson people know)
– The car park at Organarchie would have a space marked for
Branson
– We would have a table reserved for Branson in the restaurant, the
customers should be made to know about this
– Branson's favourites on the menu
– Suggestive press advertising "Branson was there yesterday“,
"Branson comes every Friday"
– PR campaign about how people come to the restaurant to see
Branson, but keep coming back for the quantity of the food

Branson would become the brand advocate. This campaign would follow Branson , what he does & where he goes
This would create an interest among the people to find who Branson is and what he does
The
The Design
Design
Conspiracy:
Conspiracy:
Think Taking
Think we’ve
organic
we’ve wondered
wondered
food outside Organarchie
off
off somewhere
somewhere strange
strange
now.
now.
• Retailing “Organic food” derivatives at Organarchie
– Giving customers a chance to buy fruits / vegetables & meat
– With the Organarchie promise / seal
• This provides our patrons to cook their own “Organic
food”
– They would slowly look for the “Organarchie” label where ever
they go
• Once they start thinking “Organic” their natural choice for
dining out becomes Organarchie

Organarchie should become their choice on a daily basis, not an option for dining out occasionally
 The design brief
The The Design
Design
Conspiracy:
Conspiracy:
This
This isis good.
good. WeWe
• What do we need? could
could have
have lost
lost all
all
– Visual identity for the brand and related
thecollaterals
the stuff
stuff beforehand
beforehand
– The basic look and feel of the restaurant
and
and just
just hadhad this.
this.
• Background
– Organarchie is an Organic café
– 80% of the food sold there is organic
– Have been vote the 3rd best “Healthy Place to Eat in London” in
the past
• The challenge
– Organic food is still a healthy “OPTION” for people
– Questions like “Is it filling”, “Is it expensive”

Eating “Organic food” my way of healthy life…

 The design brief

• Target audience
– Robin, 28 works for an automobile dealer. Jogs in the morning,
occasionally catches up breakfast. Parties hard in the evening,
Erratic in his eating habits. He knows what he is doing is bad for
his health in the long run, at least wants to eat healthy when he
could
– Joanne, 36 homemaker & mother of 3. Thinks her husband and
kids are not getting the right nourishment given their routine and
lifestyle. Thinks everything she gets is “Synthetic” someway.

I want to be healthy, I want to live long…

 The design brief The
The Design
Design
Conspiracy:
Conspiracy:
There
There isis some
some OK
OK
• Communication objective stuff
stuff inin here,
here, but
but
it’s obscured by
– Narrate the goodness of “Organic food” text. This one by
it’s obscured
text. This one is is way
way
– Make “Organarchie” the automatic choice for
tohealthy
to long dining
long and
and waffly.
waffly.
• Promise Some
Some of
of the
the
– Find everything you would find in the otherstatements
menu and more
statements in
in yellow
yellow
• “Organic” is pure, healthy and filling are really
are really
• Helps food retain its “original” taste interesting.
interesting.
• Proposition
– Taste unadulterated

Organarchie – The PURE, Fulfilling experience