My name is Tom Patterson and I am graphic designer and creative director and I am currently attending Maryville University in the Digital Media program. I am currently working on my first capstone project in the ADDM 400 Capstone I class.
PROJECTS
My project is the complete rebranding of a small “mom and pop” New York style bodega grocery and deli. The project will cover all aspects of a brand identity exercise that will deliver a logo mark, brand voice, brand tone, brand mission, brand story, color, typography, signage, web, posts, ads, and digital assets. I really enjoy these types of projects where there is complete control over the brand of a company or organization.
TARGET AUDIENCES
The target audiences for the shop are:
- Blue Color Lunch Dasher – 20s-40s male working manual labor jobs who are looking for affordable lunch options on the go.
- Mama On A Budget – This group is young, single income, small family, majority female and budget conscious who walk need to walk to the grocery store within the neighborhood. They generally live pay-check to pay-check and mostly buy necessities but will buy a few affordable, luxury items.
- 3-item Purchaser – This group of shoppers are running into the store to pick-up one item but will wind up buying more from Reminder Impulse Buying. When in the store, they see things that they are reminded they need and purchase them.
COMPETITORS
Publix Grocery Store – Publix has very good brand awareness, multiple locations, online-ordering and shopping, a vast selection of lunch options from their deli, and a full well stocked grocery store.
Firehouse Subs – Firehouse subs is solving the same lunch-time product offering for customers as 9th Ave. Grocery. They are a chain with multiple locations in the city and have a online ordering website that allows you to place and then pick-up an order.
Jersey Mikes – Jersey Mike’s is a solid competitor in the lunch-time sandwich space. They have multiple, convenient locations, an online shopping cart experience, consistent social media presence and promotion, as well as a compelling brand story.
RESEARCH
The research shows there are fundamental aspects that can be pulled from these competitors of the things they are doing well: Consistent social and print ad campaigns for brand awareness and improved online/store traffic, good UX online ordering and shopping options, a fun, light-hearted brand tone and voice which makes connecting to the brand easier, and a competitive offering of lunch options and grocery store goods. Where Hot Dang! can separate itself from these competitors is playing up the local, small business, and connected community angle. Hot Dang! should position itself as a hyper-local, blue-collar, community pride business connecting directly to aspects, locations, and people recognized by its customers where they live, work, eat, and play.
FEELINGS
I am feeling very confident in my ability to execute on this project. I feel that I have enough solid research to make very informed and thoughtful design, marketing, and messaging decisions with this brand.
