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INTRODUCTION

Welcome to the Social Media Management Case Study: "Sabor de Menorca - Crafting a Flavorful and Eco-Conscious Digital Journey." It's important to highlight that while our case study primarily focuses on the food industry, the brand and UX design principles and methodologies we employ here are encompassing and universal. They can undoubtedly be applied to all industries.

In this case study, we will delve into a comprehensive social media strategy meticulously crafted to enhance Sabor de Menorca's online presence and champion sustainability. Our mission is to provide innovative solutions that not only address the brand's challenges but also align with its overarching goals.

Throughout this journey, we'll showcase the power of design thinking principles and user-centric methodologies. This serves as a testament to how thoughtful design can transform a brand's digital presence and its commitment to sustainability.

Key Points to Remember:

• Project Focus: Our primary aim is to tackle the challenges and goals of Sabor de Menorca.

• Innovative Solutions: We'll be presenting creative solutions aimed at enhancing the user experience.

• Design Thinking: Our approach is deeply rooted in brand and UX design methodologies.

• User-Centric Approach: We prioritize understanding our audience's insights and needs.

Join us as we explore the flavorful and eco-conscious digital journey of Sabor de Menorca. In doing so, we hope to underline the universality of design thinking in effecting brand transformation across all industries.

UNDERSTANDING THE BRAND

To craft a flavorful and eco-conscious digital experience for Sabor de Menorca, our journey began with a deep dive into the brand:

Challenges in the Culinary Landscape:

• • Competing in a crowded Mediterranean restaurant scene.

  • Differentiating unique offerings.

  • Connecting with a diverse audience.

  • Addressing sustainability concerns.

Mission and Values Exploration:

• • Engaging in in-depth interviews with key stakeholders.

  • Uncovering a commitment to authenticity, sustainability, and innovation.

  • Embracing Menorca's culinary heritage and contemporary trends.

User-Centric Research:

• • Conducting surveys and interviews with customers.

  • Gaining insights into preferences, behaviors, and expectations.

Sustainable Practices and Local Partnerships:

• • Forging strategic alliances with local artisans and farmers.

  • Ensuring ingredient freshness and community support.

  • Uncovering the stories behind these partnerships.

Unique Identity Discovery:

• • Recognizing Sabor de Menorca as a culinary ambassador.

  • The brand's role in promoting Menorcan culture and sustainability.

This groundwork forms the foundation for our design thinking process, aimed at enhancing the brand's online presence while staying true to its values and addressing identified challenges. Join us on this journey of culinary discovery and sustainability.

USER INSIGHTS AND RESEARCH

In our journey to transform Sabor de Menorca's social media presence into a compelling digital experience, we embarked on a thorough exploration of our target audience. This stage was instrumental in shaping our design thinking process, ensuring that our strategies resonate with the heartbeats of Menorca.

Iterative UX Process

Our approach to user experience (UX) is rooted in iteration, where learning and refinement are ongoing. To gather comprehensive customer insights, we engaged in a multifaceted research process that included both qualitative and quantitative methods:

Persona Development:

We started by creating personas, which represent archetypical members of our audience. These personas encapsulate the diverse range of individuals who connect with Sabor de Menorca. Let's meet a few of them:

These personas serve as compass points throughout our design journey, guiding us toward user-centric decisions and content creation.

Interviews and Surveys:

To gain deeper insights, we conducted interviews and surveys with individuals like Maria, Juan, and Carmen. These interactions allowed us to understand their preferences, behaviors, and expectations when it comes to Menorcan cuisine, culture, and sustainable practices.

Importance of Understanding the Target Audience

Understanding our target audience is pivotal in our design thinking process. Here's why it matters:

• Tailoring Content: Audience preferences inform content that resonates, such as showcasing Menorcan artisans for Maria's traditional leanings.

• Engagement Strategies: User behavior insights guide engagement strategies, like highlighting eco-conscious practices for Juan's sustainability interests.

• Content Relevance: Understanding audience expectations ensures content remains pertinent, mirroring Carmen's pottery passion and Menorca's craft traditions in our posts.

Our UX process, driven by personas and insights, underpins our design thinking, enabling a social media strategy aligned with Sabor de Menorca's audience, forging a flavorful and eco-conscious digital journey.

DESIGN THINKING APPROACH

Our design thinking methodology serves as our guiding compass in transforming Sabor de Menorca's social media presence into a captivating and sustainable digital journey.

Here's how it works:

• Empathy as the North Star: We start with empathy, understanding our audience's perspectives and desires, such as those of Maria, Juan, and Carmen. This deep connection ensures our strategies resonate personally.

• Ideation That Sparks Innovation: Drawing inspiration from Sabor de Menorca's identity and audience insights, we generate innovative concepts. For example, Antonio the Culinary Explorer's passion leads to content ideas merging tradition with innovation.

• Prototyping and Testing for Perfection: We create tangible representations of our concepts, gathering feedback from a select audience group. This iterative process ensures our content aligns with expectations and values, as seen with Maria, Juan, Carmen, and others.

• Translating Insights into Strategies: Our design thinking process bridges customer insights with brand values, forming innovative social media strategies. For Marina the Sailing Enthusiast, we showcase Menorca's coastlines and the brand's sustainability commitment, celebrating maritime traditions.

This approach breathes life into our content, offering an unforgettable digital journey that mirrors Sabor de Menorca's essence.

CONCEPTUAL SOCIAL MEDIA STRATEGY

Our social media strategy for Sabor de Menorca aims to deeply connect with diverse personas while celebrating Menorca's culinary heritage. We adapt to evolving sentiments reflected in the Audience Sentiment KPI Round 1 and Round 2 results.

Round 1 Content Strategy

• Responding to Persona information, we created our content approach.

• We adopted a minimalistic style, seeking participant input, which yielded valuable insights.

Round 2 Content Evolution

• Building on Round 1 feedback, we evolved our strategy for Round 2.

• Our approach is now immersive and engaging, aligning with positive sentiments.

Visual Aesthetics

• Our visual identity captures Menorcan cuisine, culture, and beauty.

• Vibrant, authentic imagery resonates with our personas' passions.

Content Themes

Content themes align with Round 2 KPI results:

• • Culinary Heritage

  • Local Ingredients

  • Artistic Heritage

  • Nature and Landscape

  • Festivals and Celebrations

Engagement Tactics

Tactics encourage interaction and community:

• • Interactive Quizzes

  • Behind-the-Scenes

  • Q&A Sessions

  • Interactive Stories

By aligning with our personas' sentiments and preferences, we aim to create an engaging social media presence that invites our audience to savor Menorca's essence, one post at a time.

ITERATIVE PROTOTYPING

In the initial phase of shaping Sabor de Menorca's social media content strategy, we analyzed audience sentiment using the Audience Sentiment KPI Round 1 questionnaire. The results were instrumental in guiding our approach:

• Overall Sentiment: The feedback revealed a positive overall sentiment, averaging 78.67%, driving us to maintain and build upon this positivity.

• Content Specificity: Insights indicated the need to enhance content specificity, with an average score of 74.00%, prompting us to refine content to better meet audience expectations.

• Brand Perception: Positive brand perception scores at 78.67% emphasized the importance of consistent high-quality delivery and aligning marketing with customer perceptions.

• Product/Service Satisfaction: Averaging at 80.00%, good product/service satisfaction scores motivated us to exceed expectations and enhance satisfaction further.

• Customer Support: High customer support scores averaging at 82.67% highlighted the significance of maintaining excellent customer support standards.

• Content Relevance: An exceptionally high content relevance score of 96.00% reinforced our commitment to producing highly relevant content.

• Brand Loyalty: With moderate loyalty scores averaging 75.33%, we focused on building stronger brand loyalty through loyalty programs and personalized experiences.

• Incorporating these insights into our iterative prototyping process allowed us to fine-tune content themes, visual aesthetics, and engagement tactics. These refinements ensured our social media strategy aligned perfectly with the audience's preferences and expectations, strengthening the brand-persona connection.

VISUAL IDENTITY AND BRANDING

In our quest to create a cohesive visual identity for Sabor de Menorca's social media, we've taken a strategic approach:

Visual Identity Approach: We aim to tell the story of Menorcan cuisine, culture, and natural beauty through authenticity, vibrancy, and engagement that resonates with our diverse personas.

Round 2 Visual Evolution: In Round 2, we've evolved our visual identity to be more immersive and engaging, perfectly aligning with our personas' preferences reflected in the Audience Sentiment KPI Round 2 data.

Sample Visuals: A brief description of select Round 2 visuals:

• • Menorcan Lobster Stew: Tradition and Flavor 🦞🌊

  • Ensaïmada Mornings ☀️

  • Mediterranean Elegance in a Drizzle

  • Sculpting Dreams, Shaping Heritage 🏺🎨

  • Menorcan Bounty: Fresh Lobsters and Vibrant Veggies 🦞🌽

Visual Identity Insights from Audience Sentiment KPI Round 2: Our visuals reflect positive sentiments and preferences. Rich descriptions of Menorcan dishes align with high content relevance scores, resonating deeply with the audience.

Our visual choices capture Menorca's culinary heritage, natural beauty, and cultural celebrations, fostering an emotional connection with the audience. Vibrant colors and authentic imagery enhance engagement and appeal, creating a visual identity that reflects Menorca's essence and invites exploration and appreciation.

IMPACT AND RESULTS -  AUDIENCE SENTIMENT

This section offers a comprehensive analysis of Audience Sentiment Key Performance Indicators (KPIs) between Round 1 and Round 2, providing insights into evolving audience sentiment based on real data from Menorca participants.

Key Indicators Comparison:

Overall Sentiment:

• • Round 1: Average - 78.67%

  • Round 2: Average - 84.00%

  • Analysis: Round 2 sees notable improvement in overall sentiment, reflecting a more positive audience perception.

  • Recommendation: Sustain positive momentum through consistent quality and engagement.

Content Specific:

• • Round 1: Average - 74.00%

  • Round 2: Average - 85.20%

  • Analysis: Round 2 shows significant content specificity growth, indicating tailored content's better resonance.

  • Recommendation: Customize content for higher engagement and satisfaction.

Brand Perception:

• • Round 1: Average - 78.67%

  • Round 2: Average - 84.00%

  • Analysis: Brand perception remains strong, with slight Round 2 improvements.

  • Recommendation: Maintain quality and align marketing with customer perceptions.

Product/Service Satisfaction:

• • Round 1: Average - 80.00%

  • Round 2: Average - 85.60%

  • Analysis: Round 2 indicates improved satisfaction, signifying enhanced customer experiences.

  • Recommendation: Monitor feedback and strive for high satisfaction levels.

Customer Support:

• • Round 1: Average - 82.67%

  • Round 2: Average - 88.80%

  • Analysis: Increased customer support scores reflect effective issue resolution.

  • Recommendation: Maintain high standards for positive interactions.

Content Relevance:

• • Round 1: Average - 96.00%

  • Round 2: Average - 100.00%

  • Analysis: Exceptional Round 2 content relevance meets audience needs consistently.

  • Recommendation: Sustain production of highly relevant content.

Brand Loyalty:

• • Round 1: Average - 75.33%

  • Round 2: Average - 84.80%

  • Analysis: Round 2 shows improved brand loyalty, indicating a stronger bond.

  • Recommendation: Enhance loyalty with rewards and personalized experiences.

Overall Insights and Recommendations:

Round 2 reflects improved audience sentiment, emphasizing content specificity, satisfaction, and brand loyalty. Exceptional content relevance indicates a deep understanding of audience preferences. Consistent brand perception suggests a robust identity. Increased customer support scores reflect commitment to effective issue resolution.

Recommendations:

• Maintain positive momentum with consistent quality.

• Personalize content for specific audience interests.

• Continuously improve product/service delivery.

• Ensure high standards of customer support.

• Sustain production of highly relevant content.

• Strengthen brand loyalty with retention and incentives.

By implementing these recommendations, the brand can enhance audience sentiment, build stronger connections, and foster brand loyalty and advocacy.

IMPACT AND RESULTS -  BRAND COMMITMENT SCALE

Executive Summary:

This report presents a comprehensive analysis of the overall key indicators of the Brand Commitment Scale (BCS) based on aggregated data gathered through questionnaires from a random sample of participants in the Menorca region of Spain. The data collection took place between March and April, with a diverse group of approximately 25 participants, some of whom had previously participated in the first round of the case study.

Key Findings:

The analysis of the BCS indicators revealed the following key findings:

• Emotional Connection (84.40%): The brand has successfully established strong emotional connections with the audience, indicating a genuine bond between the brand and consumers.

• Trust (82.80%): The brand is perceived as trustworthy and reliable by the participants, reflecting a solid foundation of trustworthiness.

• Engagement (81.60%): Engagement with the brand's content and activities is healthy, showcasing effective interaction with the audience.

• Purchase Influence (83.20%): The brand significantly influences purchase decisions related to Menorcan products or experiences, highlighting its impact on consumer choices.

• Alignment (90.40%): The brand's alignment with participants' values and preferences is exceptionally high, indicating resonance with the audience's beliefs.

• Loyalty (85.20%): Participants exhibit strong brand loyalty, reflecting a dedicated customer base committed to the brand.

• Perception (96.40%): The brand enjoys an exceptionally positive perception among participants, signifying a highly favorable image.

• Relevance (96.40%): Content relevance is exceptionally high, demonstrating that the brand consistently delivers valuable content tailored to participants' interests and needs.

• Future Intent (84.80%): Participants express a strong intent to continue engaging with and supporting the brand in the future, indicating a positive outlook.

Overall Recommendations:

The brand's performance across key indicators is notably strong, particularly in alignment, perception, and relevance. To further enhance brand commitment, the following recommendations are provided:

• Maintain and build upon the foundation of trust by consistently delivering on promises.

• Foster emotional connections through personalized experiences and compelling storytelling.

• Enhance engagement by incorporating interactive content and responsive customer interactions.

• Leverage the brand's influence on purchase decisions by offering tailored promotions and personalized recommendations.

• Continue emphasizing shared values and social responsibility to maintain alignment.

• Nurture brand loyalty through loyalty programs and exclusive offers for dedicated customers.

• Sustain and enhance the exceptionally positive brand perception through consistent quality and positive customer experiences.

• Continue creating highly relevant content while remaining attuned to changing consumer needs and preferences.

• Innovate and evolve to meet future customer expectations and maintain strong commitment.

In conclusion, the brand is well-positioned to build lasting customer relationships and ensure continued commitment, with the potential to further strengthen its position in the Menorcan market.

DESIGN ITERATION BASED ON INSIGHTS

In this section, we explore how user insights guided the refinement and iteration of Sabor de Menorca's Instagram platform design. Our aim was to align the design with customer preferences while reinforcing the brand's identity. Insights were gathered through surveys and feedback from approximately 25 participants in Menorca, Spain, collected between March and April.

Utilizing User Insights:

Surveys and Feedback: Insights were collected from around 25 participants in Menorca, including those from the first round of the case study.

Data Collection: Insights were gathered between March and April.

Result:

Through this iterative process, Sabor de Menorca's Instagram platform evolved to align better with customer preferences and the brand's identity. Refined design, personalized content, consistent posting, and engaging storytelling led to increased audience engagement and positive sentiments.

Conclusion:

Utilizing user insights and iterating on design concepts significantly enhanced the Instagram platform's effectiveness. It not only improved engagement but also strengthened the brand's connection with its Menorcan audience, fostering a deeper sense of community and loyalty.

CONCLUSION AND TAKEAWAYS

Key Takeaways from the Design Thinking Process:

• Customer-Centric Approach: Understanding the Menorcan community's preferences, values, and interests is essential for an effective social media presence.

• Iterative Refinement: Continuously refining design based on user insights ensures relevance and alignment with customer preferences.

• Visual Cohesion: A cohesive visual identity reflecting the brand and Menorcan culture fosters a strong emotional connection.

• Content Personalization: Tailoring content to audience interests enhances engagement and connection.

• Consistency is Key: A consistent posting schedule builds trust and anticipation.

• Storytelling Matters: Incorporating storytelling humanizes the brand and deepens audience connection.

Potential for a Meaningful and Impactful Social Media Presence:

The concept presented in this case study has the potential to transform Sabor de Menorca's social media presence:

• Cultivate a strong emotional connection with the Menorcan audience.

• Build trust and loyalty through consistent, personalized content.

• Influence purchase decisions by aligning with Menorcan values.

• Elevate the brand's perception through quality and authenticity.

• Maintain relevance and engagement through a well-defined visual identity and storytelling.

• Secure a lasting presence in the minds of the Menorcan community.

Sabor de Menorca's social media journey promises to create a meaningful and impactful online presence that promotes Menorcan cuisine and nurtures a deep sense of community, pride, and loyalty. Embracing the insights-driven, iterative approach outlined in this case study positions the brand for social media success beyond typical marketing efforts.

RECOMMENDATIONS FOR IMPLEMENTATION

Content Calendar and Posting Schedule:

• Establish a detailed content calendar for consistent posting.

• Ensure updates align with Menorcan community interests and events.

Content Personalization:

• Gather user insights through surveys, polls, and interactions.

• Refine content to cater to specific audience interests and preferences.

Audience Engagement:

• Actively engage with the audience through comments, messages, and user-generated content.

• Encourage discussions, sharing, and participation in Menorcan culinary experiences.

Incorporate User-Generated Content:

• Leverage user-generated content to showcase authentic Menorcan experiences.

• Enhance credibility and community involvement.

Enhanced Storytelling:

• Weave compelling stories into content.

• Highlight local producers, artisans, and unique Menorcan traditions.

Visual Identity Maintenance:

• Maintain the established visual identity consistently.

• Use Menorcan colors, typography, and imagery for brand recognition.

Monitoring and Analytics:

• Regularly analyze social media analytics.

• Track audience growth, engagement rates, and sentiment analysis for strategy adaptation.

Sustainability Initiatives:

• Highlight sustainability efforts in sourcing, waste reduction, and environmental conservation.

• Share Menorca's eco-friendly initiatives.

Collaborations and Influencers:

• Collaborate with local Menorcan influencers aligned with brand values.

• Amplify reach and credibility through authentic endorsements.

Feedback Loops:

• Conduct periodic surveys and feedback loops.

• Adapt strategies based on evolving audience sentiment and preferences.

Interactive Content:

• Explore interactive formats like quizzes, polls, and live sessions.

• Encourage direct audience participation.

Community Involvement:

• Extend brand reach by sponsoring Menorcan events and culinary workshops.

• Support local charities and showcase efforts on social media.

Measurement and KPIs:

• Continuously refine KPIs to reflect evolving objectives.

• Measure success in engagement, community sentiment, participation, and Menorcan pride.

Employee Training:

• Ensure employees are aligned with the social media strategy.

• Foster employee advocacy as a valuable asset.

By implementing these recommendations, Sabor de Menorca can maintain momentum, fostering a dynamic, community-centric social media presence. The brand can evolve in response to user insights, strengthening its connection with the Menorcan audience and driving lasting impact.

REFERENCES

• UX Design Principles and Guidelines: Incorporate industry-standard UX principles such as user-centered design, usability, and accessibility to inform the design process.

• Brand Identity Guidelines: Adhere to Sabor de Menorca's brand guidelines to ensure a consistent and cohesive visual identity across all social media platforms.

• Social Media Analytics Tools: Utilize analytics tools, including Audience Sentiment KPI and Brand Commitment Scale KPI, to measure and analyze social media performance.

• User Surveys and Interviews: Gather user insights through surveys and interviews conducted with Menorca's local residents and visitors.

• Content Creation Tools: Leverage professional content creation tools like Grammarly, Adobe Illustrator, Photoshop, Canva, Figma, and photography equipment to create high-quality and engaging content.

• Sustainability Resources: Incorporate sustainability best practices and information from reputable sources to promote eco-conscious initiatives.

ACKNOWLEDGMENTS

We extend our gratitude to the following entities for their valuable contributions and support throughout this project:

• The team at Sabor de Menorca for their collaboration, insights, and trust in our design process.

• The participants from Menorca who participated in surveys and interviews, providing essential user insights.

• Industry professionals and peers who shared their knowledge and expertise.

• Our families and loved ones for their unwavering support and encouragement.

Thank you for being an integral part of our journey in crafting a flavorful and eco-conscious digital experience for Sabor de Menorca.

Ready to Elevate Your Brand's Digital Journey?

At Jamora UXDesign, we believe design should connect people to your brand. Our approach puts your customers at the heart of everything we do, resulting in unforgettable experiences that set you apart. Let us help you thrive in a competitive world.

Contact Donnie by email shown in his Resume Page or connect on LinkedIn to start your journey towards crafting a flavorful and eco-conscious digital experience for your brand. Together, we'll create something truly exceptional. Your brand deserves it.

LOMBARDO DELICATESSEN: A STORY OF BRAND DEVELOPMENT

The "Lombardo Delicatessen Brand Development Guide" addresses the lack of brand identity and recognition in the competitive New York City food industry. The guide aims to promote brand awareness and customer loyalty by establishing a clear and consistent brand identity. Through comprehensive research and design thinking methodologies, we developed a brand strategy that reflected the unique personality and values of Lombardo Delicatessen.

TABLE OF CONTENTS

HISTORY

Leandrino Lombardo had always had a love for Italian cuisine, and he had spent years studying the art of Italian culinary arts in order to truly understand and appreciate the rich heritage of his family's homeland. When he decided to take a stroll along the coastal walk in Sydney one Friday morning in April of 2017, he packed a delicious Italian prosciutto and pecorino romano ciabatta sandwich to enjoy along the way.

As he walked, taking in the stunning views of the Hornby Lighthouse and secluded bays that dotted the landscape, he couldn't help but notice that there were no food kiosks along the route. This gave him an idea.

Leandrino realized that many people who walked along the coastal trails of Sydney might not have packed a snack or a meal, and could easily become hungry and thirsty along the way. He saw an opportunity to provide a much-needed service by putting up food kiosks along the route, offering a variety of quick and tasty options for locals and tourists alike.

And so, Lombardo Delicatessen was born. Leandrino's company was founded on the principles of providing a customer-centric experience, valuing equality and diversity, and promoting sustainability and innovation in food service. He worked tirelessly to create a welcoming and inclusive atmosphere, and his delis became a beloved fixture along the Sydney coastal trails.

People from all walks of life flocked to Lombardo Delicatessen, drawn in by the delicious European deli offerings and the friendly and welcoming atmosphere. Leandrino's goal was for every customer who chose to visit his delis to experience a "trail to happiness" filled with good food and good company. Lombardo Delicatessen will continue to thrive, thanks to Leandrino's vision and hard work.

PHILOSOPHY & NAMING IDEAS

Indulge in Delectable Italian Sandwiches Made with Fresh, Quality Ingredients

Accessible: Our sandwich shop aims to be accessible to all members of the community, regardless of their dietary preferences or restrictions. We offer a wide variety of sandwiches made with high-quality, fresh ingredients that cater to different dietary needs, such as vegetarian, vegan, gluten-free, and more. We also strive to make our prices reasonable and offer discounts or promotions to make our products more affordable for everyone.

Delectable: At our sandwich shop, we believe that taste is just as important as quality. That's why we put a lot of care and attention into crafting each and every sandwich we serve. We use only the finest, freshest ingredients and take great pride in our recipes, which have been passed down through generations of Italian cooks. We want our customers to savor every bite of their sandwiches and leave feeling satisfied and happy.

Artisanal: We believe in the value of artisanal craftsmanship and strive to bring a touch of traditional Italian delicatessen to our sandwiches. We make all of our breads and condiments in-house, using traditional techniques and recipes. We also source our meats, cheeses, and other ingredients from local and Italian producers who share our commitment to quality and authenticity. By embracing the artisanal spirit, we hope to offer our customers a unique and authentic Italian sandwich experience.

Naming Ideas

Lombardo Italian Deli: This name incorporates the founder's last name, Lombardo, and reflects the company's focus on Italian cuisine.

LL Italian Deli: This name uses the founder's initials, LL, and also reflects the company's focus on Italian cuisine.

Lombardo 7.4 Delicatessen: This name incorporates the founder's last name, Lombardo, and also references the 7.4km coastal walk that inspired the company's creation. The word "delicatessen" refers to a shop or restaurant that sells fine or exotic foods, so this name reflects the company's focus on high-quality and specialty foods.

Overall, the names are inspired by the founder's love of Italian heritage and his desire to meet the needs of locals and tourists along Sydney's coastal routes. They reflect the company's focus on providing delicious and innovative food offerings and a positive customer experience.

NAME BRAINSTORMING

HISTORIC REFERENCES

It is crucial to understand both the historic and contemporary references when developing a brand for a European delicatessen sandwich shop. These references not only help to guide the visual direction of the brand, but also provide a deeper understanding of the culture and history of the delicatessen tradition.

Historic references can include the origin of the delicatessen and the cultural significance of certain ingredients and dishes. For example, deli meats such as pastrami and corned beef have roots in Jewish culture and can be incorporated into the brand's visual identity and messaging. Similarly, the use of traditional European breads and condiments, like rye bread and mustard, can also be highlighted as a nod to the history of the delicatessen.

CONTEMPORARY REFERENCES

Contemporary references, on the other hand, allow the brand to stay current and relevant in today's market. This can include incorporating modern design elements and incorporating current food trends, such as plant-based and gluten-free options. By balancing both historic and contemporary references, the brand can remain true to its roots while also appealing to a modern audience.

Overall, the incorporation of both historic and contemporary references is essential in creating a cohesive and authentic brand for a European delicatessen sandwich shop. It allows for a deeper understanding and appreciation of the delicatessen tradition, while also staying current and relevant in today's market.

TYPE EXPLORATIONS

Type explorations are a crucial part of the branding process for any business, and they are especially important for a European delicatessen sandwich shop. The typeface you choose will set the tone and personality of your brand, and it will be a key visual element that helps to distinguish your business from competitors.

One way to approach type explorations is to start with a rough sketch of the typeface you have in mind. This could be a hand-drawn sketch or a rough digital mock-up. From there, you can start to play around with different variations of the typeface, adjusting the size, weight, and spacing to see how it looks in different contexts.

MCBEAN EXPLORATIONS

Another way to approach type explorations is to use a tool like McBean Explorations. This is a powerful system that allows you to easily experiment with different typefaces and styles, and it gives you a visual representation of how each one will look in your branding. With McBean Explorations, you can quickly and easily try out different typefaces to see which one works best for your brand.

Overall, type explorations are a crucial part of the branding process for a European delicatessen sandwich shop, and they are a great way to guide and develop your brand identity. Whether you use hand-drawn sketches or McBean Explorations, it's important to take the time to experiment and find the perfect typeface that reflects the personality and values of your business.

LOGOTYPE DEVELOPMENT

I understand the importance of a strong and effective logotype in the development and growth of a brand. A logotype, also known as a logo type or wordmark, is a graphical element that, together with its logomark, comprises a trademark or commercial brand.

The logotype development process is a crucial step in the creation of a brand identity. It involves researching the target audience, analyzing competitors, and defining the values and message of the brand. This allows us to create a logotype that accurately reflects the brand and effectively communicates its essence to the audience.

FINAL LOGOTYPE

The final logotype is the result of this process and serves as the visual representation of the brand. It is the first thing that customers see and remember, so it is essential that it is well-designed and relevant to the brand.

In the case of a European delicatessen sandwich shop, the logotype should convey the brand's focus on high-quality, traditional European ingredients and recipes. It should also communicate a sense of authenticity and exclusivity, as customers will expect a unique and memorable dining experience.

The logotype should be clean and easy to read, using a font that is appropriate for the brand's style and tone. The color palette should be carefully chosen to complement the brand's visual identity and appeal to the target audience.

Ultimately, the logotype is a crucial element in the development and growth of any brand, and as a brand designer, I am dedicated to creating a logotype that accurately represents and effectively communicates the essence of the European delicatessen sandwich shop.

COLOR PALETTE

As a brand designer, I understand the importance of creating a cohesive and visually appealing color palette for a brand. In the case of a European delicatessen sandwich shop, I have chosen a color palette that captures the essence of the brand and helps guide its development.

The first color in the palette, #ee2423, is a bold and vibrant red that represents the passion and energy of the shop. This color is often associated with excitement and enthusiasm, making it perfect for a brand that strives to provide a unique and memorable dining experience.

The second color, #d68e21, is a warm and inviting shade of orange that evokes feelings of comfort. This color is often used to create a welcoming and friendly atmosphere, making it perfect for a sandwich shop that wants to create a sense of community among its customers.

Finally, the third color in the palette, #aea14b, is a soft and neutral shade of yellow that represents the freshness and purity of the ingredients used in the shop's sandwiches. This color helps to create a sense of authenticity, further reinforcing the brand's commitment to quality and craftsmanship.

Overall, the combination of these three colors creates a cohesive and visually appealing palette that captures the essence of the brand and helps guide its development. Whether used in branding materials, marketing campaigns, or on the shop's signage and packaging, these colors will help to create a cohesive and consistent look and feel that resonates with customers and sets the brand apart in the crowded market of sandwich shops.

MARK EXPLORATIONS & DEVELOPMENT

Mark exploration is a crucial step in the process of developing a brand identity for a European delicatessen sandwich shop. It involves brainstorming and sketching out a variety of potential logo mark designs, with the goal of coming up with a final logo mark that effectively represents the brand and its values.

During mark exploration, we consider factors such as the target audience, the brand's unique selling points, and the overall aesthetic and tone of the brand. We may also research competitors and industry trends to ensure that our design stands out in the market.

The process of mark exploration allows us to experiment with different design elements and styles, such as typography, color, and symbolism. We sketch out multiple concepts and narrow down the options to a select few that we believe best capture the essence of the brand.

Once we have a solid direction for the logo mark, we can then refine and polish the design to create a cohesive and visually compelling final logo mark. This mark will serve as the cornerstone of the brand's visual identity and help to establish its reputation and recognition in the market.

Overall, mark exploration is an essential step in the process of developing a strong brand identity for a European delicatessen sandwich shop. By carefully considering all of the key factors and thoroughly exploring a range of design options, we can create a logo mark that effectively communicates the brand's unique personality and values.

COLOR MARK & SECONDARY TYPE

It is important to carefully consider the use of color and type in the development of a brand identity. The color mark, or the specific colors chosen to represent a brand, plays a crucial role in visually communicating the brand's personality and values.

In the case of a European delicatessen sandwich shop, the color mark of #ee2423, #d68e21, and #aea14b could be used to create a vibrant and inviting brand identity. These colors could be used in the logo mark and throughout the brand's visual materials, such as packaging, website, and marketing materials.

The secondary type, or the specific font choices used in the brand, is also an important consideration. The display type, or the largest font size used in the brand, should be carefully chosen to represent the brand's personality and to be easily readable at the chosen size. In this case, the display type has been chosen as 48 point size using black mango semibold and alta fonts.

The subheading, or the smaller font size used to support the main headline, should also be carefully chosen to complement the display type and add hierarchy to the design. In this case, the subheading has been chosen as 30 point size using black mango and black mango thin fonts.

The paragraph and footnote type, or the smallest font sizes used in the brand, should be chosen for their legibility and readability at small sizes. In this case, the paragraph type has been chosen as 11 point size, and the footnote type has been chosen as 7-9 point size using julius sans one and sidenote using alegreya sc fonts.

Overall, the careful consideration of color mark and secondary type is essential in the development of a cohesive and effective brand identity for a European delicatessen sandwich shop.

IMAGE STYLE

MODULAR SYSTEM /  SECRET INGREDIENTS

Lombardo 7.4 is committed to inclusivity and accessibility for everyone, including those with color blindness. Our specially treated logo types and marks are equipped with color-blind filters, including achromatomaly, tritanopia, deuteranomaly, and deuteranopia, to make it easier for color-blind individuals to read and differentiate the colors of our logo. This is just one way we strive to provide excellent service to all of our customers.

Experience luxury like never before with Lombardo 7.4's exclusive private events. Every autumn, guests will be treated to a breathtaking, immersive experience filled with artistry and sophistication. From the branded logo on subtle details like cutleries and toiletries, to the carefully curated seating arrangements, every aspect of this event is designed to create a truly unforgettable experience. And with invitation letters featuring two separate designs - one for inner circle, family, and high profile personalities, and another for general invited guests - this event is truly exclusive. Don't miss out on this opportunity to experience luxury at its finest - join the upper class society and discover Lombardo 7.4's private events service. 

But be warned, this private event service is not advertised to the general public. It is known only to the upper class society, and the invitation letters with their distinctive logos serve as a mark of exclusivity and success. So if you want to join the ranks of the elite and experience the ultimate in luxury and sophistication, keep an eye out for the next Lombardo 7.4 private event. With their focus on exclusivity and attention to detail, you can be sure that every moment will be unforgettable. So don't miss out on this opportunity to truly indulge in the best that life has to offer - make sure to secure your spot at the next Lombardo 7.4 private event.

BRAND APPLICATIONS

I am always impressed by companies that take their brand application seriously. Lombardo 7.4 Delicatessen is a perfect example of this, with their thoughtful and consistent use of their brand logo across a variety of mediums. From technology like smartphones and tablets, to print materials like books and brochures, to accessibility options like color-blind filters, Lombardo 7.4 has truly embraced the power of branding to create a cohesive and compelling brand identity.

But perhaps the most impressive application of their brand logo is in their private events, where they offer a bespoke service that truly sets them apart from the competition. By incorporating their logo into every aspect of these events, from the cutleries and toiletries to the signages and giveaways, Lombardo 7.4 creates a cohesive and luxurious experience that truly wows their guests. This level of attention to detail is a hallmark of a truly great brand, and I have no doubt that Lombardo 7.4 will continue to thrive and excel in the future.

In addition to their use of the brand logo across technology and print materials, Lombardo 7.4 has also demonstrated a commitment to accessibility by offering color-blind filters for their logo mark. This is a crucial consideration for any brand, as it ensures that their logo is equally visible and recognizable to all members of their audience. By taking this extra step, Lombardo 7.4 shows that they are not only a sophisticated and luxurious brand, but also one that values inclusivity and accessibility.

But it is in their private events that Lombardo 7.4 truly shines. By incorporating their brand logo into every detail of these events, they create a truly immersive and memorable experience for their guests. From the cutleries and toiletries to the signages and giveaways, every aspect of these events is designed to be luxurious and cohesive. This level of attention to detail is what sets Lombardo 7.4 apart from their competitors, and is a testament to their commitment to excellence and sophistication.

As a branding and graphic artist, I am always impressed by companies that take their brand application seriously. Lombardo 7.4 Delicatessen is a perfect example of this, and I have no doubt that they will continue to thrive and excel in the future.

BRAND APPLICATIONS -  TECHNOLOGY

BRAND APPLICATIONS -  PRINT

BRAND APPLICATIONS -  ACCESSIBILITY

BRAND APPLICATIONS -  PRIVATE EVENTS

SABOR DE MENORCA BRAND STRATEGY & IDENTITY

Sabor de Menorca Brand Strategy & Identity case study explores a Mediterranean restaurant's identity and strategy in Ciutadella de Menorca. We provided authentic, locally-sourced, sustainable cuisine with an emphasis on reliability and convenience for busy families. Our brand manifesto focused on innovation, healthy, and tasty meals. By leveraging innovative branding strategies and design thinking methodologies, we developed a brand identity that communicated the restaurant's values.

BRAND HISTORY ANALYSIS

This is a popular Italian sandwich shop based in New York City. The brand differentiates itself from competitors by offering 35 authentic Italian cold cuts that are imported directly from Italy. The brand caters to locals, Italian tourists, and New York visitors who crave authentic Italian food. The brand has a strong media presence and is featured on various websites, food delivery apps, and TV shows. It also has a strong social media presence on platforms like Instagram, Facebook, Youtube, Yelp, and Tripadvisor. However, the brand's website has weak design and structure, and there is no assistive technology like a screen reader for better accessibility. Additionally, there is a lack of good content information on the site. Despite these weaknesses, its strong points include being an authentic Italian deli, offering mobile ordering, and having a casual family-vibe sandwich shop.

The business has a clear brand positioning statement that targets those who love and crave authentic Italian food. The brand offers large portions of sandwiches in 35 selections of authentic Italian cold cuts, all of which are imported from Italy and not typically found in a typical deli. This unique selling proposition sets the brand apart from its competitors and provides customers with a reliable solution for their basic need of food, especially for those who may not have time to cook due to busy and tight schedules. The brand has a strong media presence and social media presence, which helps to establish its image as a trusted and popular Italian sandwich shop. However, there is room for improvement in the design and structure of the website and the addition of assistive technology for better accessibility. Overall, it is a successful brand that offers a unique and authentic Italian food experience to its customers.

BRAND PERSONALITY ANALYSIS

The brand personality of this Italian sandwich shop is one that values empathy, craftsmanship, reliability, and freshness. The owner is motivated by a strong work ethic and a desire to provide excellent customer service, taking the time to listen to and interact with customers to understand their needs and preferences. The sandwiches are handmade and of high quality, using authentic Italian ingredients sourced directly from Italy. The atmosphere is casual and family-friendly, with a focus on delivering fast, high-quality service in a welcoming environment. Overall, this brand is committed to offering a delicious, artisanal Italian dining experience that is both authentic and accessible.

This brand also values sustainability and transparency, with a focus on using fresh, locally-sourced ingredients and ensuring that the process of making their sandwiches can be traced back to its roots in Montesarchio, Italy. The owner is dedicated to their craft, with a passion for the kitchen and a commitment to serving their customers with reliability and dependability. Whether you are a busy New Yorker looking for a quick lunch or a tourist seeking a taste of authentic Italian cuisine, this brand is there to serve you with delicious, handmade sandwiches and a warm, welcoming atmosphere. So, if you are looking for a casual, family-friendly dining experience that values empathy, craftsmanship, and fresh, authentic ingredients, this Italian sandwich shop is the perfect choice.

CAMPAIGN CONCEPTS

CONCEPT I: Importing sandwich ingredients from Italy to New York

This campaign concept centers around the idea of bringing a taste of Italy to New York through the medium of sandwiches. The central visual for the campaign would be a historical reenactment, using sculpture, of the famous statue of David throwing sandwich ingredients that are then caught by the Statue of Liberty in New York. The campaign could also include a video that shows the process of assembling the sandwiches during their transit from Italy to New York, emphasizing the speed and efficiency with which the sandwiches are prepared. The overall message of this campaign would be that customers can enjoy a taste of Italy right in the heart of New York, and that the process of bringing these ingredients and assembling the sandwiches is seamless and efficient.

CONCEPT II: A RELIABLE SANDWICH

This campaign concept focuses on the idea of a busy professional who relies on the brand's sandwiches to fuel their busy day. The campaign would likely include a video that shows a chef preparing a sandwich with speed and attention to detail, despite the challenges and distractions of a busy kitchen. The message of this campaign would be that the brand values its customers' time and strives to provide high-quality, reliable sandwiches that can be enjoyed on the go.

CONCEPT III: Getting to know your panini sandwich

This campaign concept presents the idea of a wide selection of authentic Italian sandwiches to choose from, each named after a different city in Italy. The campaign could include an interactive feature on the brand's website and app that provides information about the cities and the sandwiches that are named after them. This could be a fun and educational way for customers to learn more about Italian culture and cuisine while exploring the brand's menu. The overall message of this campaign would be that the brand offers a wide variety of genuine Italian sandwiches to choose from, each with its own unique flavor and character.

PRODUCTION BRIEF

For CONCEPT 1: FROM ITALY WITH LOVE TO NEW YORK, the production team will create a video that showcases the process of importing sandwich ingredients from Italy to New York. The video will include shots of both Italy and New York, and will feature a sculpture of David throwing sandwich ingredients, which are then caught by the Statue of Liberty. Props for the campaign will include ciabatta bread, arugula, onions, tomatoes, spinach, lettuce, parma ham, and mozzarella cheese, as well as the sculpture of David and the Statue of Liberty. The mood board for this concept should include a combination of images and ideas that capture the essence of Italy and New York, as well as the idea of bringing Italy to New York through food. The estimated budget for this campaign is $15,000.

For CONCEPT 2: A RELIABLE SANDWICH, the production team will create a video that shows a busy professional relying on the brand's sandwiches to fuel their busy day. The video will be shot in a variety of locations, including the Financial District of New York, an office setting, the streets of New York, and a restaurant kitchen. Props for the campaign will include an office meeting setting and a restaurant kitchen setting. The mood board for this concept should include a combination of images and ideas that capture the idea of a busy professional who values their time and relies on the brand's sandwiches to fuel their day. The estimated budget for this campaign is $30,000.

For CONCEPT 3: GETTING TO KNOW YOUR PANINI SANDWICH, the production team will create an interactive website content that showcases a selection of authentic Italian sandwiches, each named after a different city in Italy. Props for the campaign will include images of panini sandwiches, flags and coat of arms of Italian cities, and a map of Italy. The mood board for this concept should include a combination of images and ideas that capture the essence of Italian culture and cuisine, as well as the idea of exploring a wide selection of Italian sandwiches. The estimated budget for this campaign is $8,000.

More concept ideas:

CONCEPT 4: SANDWICHES AROUND THE WORLD

Location details: Multiple locations around the world, including Paris, Tokyo, Rio de Janeiro, and New York.

Styling and make-up: Local costumes and attire, natural look and vibe.

Props you might need for the campaign production: Local landmarks, street food carts, markets, local ingredients.

Create a mood board: A combination of images and ideas that capture the diversity of global cultures and cuisines, as well as the idea of exploring sandwiches from around the world.

Estimated budget: $50,000

CONCEPT 5: SANDWICHES FOR EVERY OCCASION

Location details: A variety of settings, including a picnic, a formal dinner party, and a casual outdoor barbecue.

Styling and make-up: Formal attire, casual attire, picnic-themed attire.

Props you might need for the campaign production: Picnic blankets, formal dining table and chairs, barbecue grill.

Create a mood board: A combination of images and ideas that capture the idea of sandwiches being suitable for any occasion, from formal to casual.

Estimated budget: $25,000

CONCEPT 6: SANDWICHES FOR A HEALTHY LIFESTYLE

Location details: A variety of settings, including a gym, a park, and a kitchen.

Styling and make-up: Activewear, natural look and vibe.

Props you might need for the campaign production: Exercise equipment, fresh ingredients, kitchen appliances.

Create a mood board: A combination of images and ideas that capture the idea of sandwiches being a healthy and convenient choice for a busy, active lifestyle.

Estimated budget: $20,000