determining swot, rebranding strategy, design solution
SWOT
Strength———
Good quality and taste in product based on testimonies
Moderate followers on Instagram (quite good exposure)
Halal food
Good package deals
Affordable
Weakness——
Poor social media design (visually lacks an identity, hard to navigate, confusing structure)
Unorganized visual
Opportunities—
The product caters to a wider demographic with it being halal
Build a better online presence through a better design
Threat———
Many competitors
People can easily cook their food at home
Price competition with competitors
REBRANDING:
Audience
25 - 40 years old (millennials)
Dominantly people with families
People who are foodies
People who enjoy local cuisine
Advertising
Additional online sales (gojek/grab food)
Enhance brand through better design and photography (for both social media and online sales)
Improve packaging, build up better identity
Message
Empowering both housewives and working Moms with practical home cooked Indonesian soul food
Concept
Premium & high quality with an affordable price
Social media:
High quality pictures
Vector based art
Organized pricing, menu, promos
HIGHLIGHT “Halal 100%”
Instagram layout example:
I chose Pico as a reference for the layout of their instagram is organized, easily navigated but still eye catching, They utilize multiple colors but still able to make their layout look very much put together.
I will be taking how their form of content (a few images more zoomed in, others have multiple objects) as the reference. Furthermore, how they organize the story highlight and a simple typography logo as their profile picture.
Food packaging redesign:
Making a sticker on the plastic with a more put together sophisticated design containing the brand’s logo and food identity to further elevate the customer’s interest in the product.
Additional information, calories/halal or non halal/basic ingredients
Color palette:
Muted warm
Communication strategies
Goal:
Increasing product sales and awareness through digital marketing
Action:
Developing better social media content which is more eye catching and navigable
Incorporating “girl boss” memos for supporting all busy Moms.
How to convey info & message
Instagram Posts:
Menu promotions, Mom friendly posts, eye catching food pictures
Instagram Stories:
Highlights: Menu, Endorse, Order Info, Promos
Providing information of complete price lists, how to order, current promotions and endorsements from influencers
IG lives:
Food sales and giveaways
Thank you cards (through dm) for returning customers whom repurchased to a total of 500k
Posts strategies
Interactive story posts (polls, question boxes)
Making nostalgic polls of old school snacks and cuisines with a touch of old school jokes (dry humor, pantun)
Promo posts (new deals and packages, food calorie info)
Through endorsement with influencers
Promoting through TikTok and instagram stories, endorsing selebgrams who already have a family or humorous.
Doing giveaways and IG lives
Logo Exploration
Initial idea is to incorporate a petani icon with the logo, then evolved to making padi icon.
After receiving feedback, i was told by my lecturer that the paddy icon looked more like rye.
I then revised it into a chili icon to reflect indonesian cuisine which is dominantly filled with spice
DESIGN SOLUTION
Logo Solution
Amaya's original logo needs improvement in the typography area, I decided to switch for a simple sans serif font with a chili icon to represent the spices in Indonesian food
Instagram Design Solution
feed
Story Post
Instagram Mockup
Endorsement Mockup
Packaging Design Solution
Competitive Analysis
ANALYSIS ON DUA NYONYA JAKARTA
Dua Nyonya is a High End restaurant residing in Cikini, Central Jakarta selling local cuisine. The restaurant has been up and running since 2009, Dua Nyonya's restaurant has an ethnic concept with a homey feel. Chandra, manager of Dua Nyonya, described how though the restaurant might me "old fashioned", they give their customers a distinctive experience when eating at their restaurants. For example, their restaurant is based of an old building which was build during the war era. Their restaurant's vision is to bring these classic old-time comfort as if their coming back to their own homes. The interior design is fused with an ethnic ambience with an Indonesian touch. Dua Nyonya's demographic is catered towards middle to higher class people who are millenials.
Their cuisine have quite good reviews, people enjoyed the live music they provide and high quality food. People don't necessarily come for the food, based on their zomato reviews a few come just to hang out and enjoy the ambience. Dua Nyonya's restaurant provides both a smoking and non smoking room which are both air conditioned suitable for Jakarta's hot weather.
Their weakness lies on their design aspect and customer service. Many complained how the food took a while to be served, waiting for over 30 minutes. A customer explained how he witnessed other customers have the same struggle, complaining about the same issue. As for the design aspect, they don't have a good social media presence. Their social media have no structure nor a distinctive design. They lack in knowledge of food photography which is what their instagram account is based out of. This limits their market and exposure, in this digital era many tries to discover new restaurants through social media. Therefore making their demographic limited towards those who resides in near areas.
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