maurina iannuzzi
creative strategist
objective
Increase awareness among 22-29-year-old women of the Friendly City Co-op as a convenient, ethical, and sustainable source of groceries. Using an out-of-home medium, position the Co-op as a way to connect with their community and support the local economy.
big idea
Personify locally sourced goods as members of the community which the consumer can be introduced to.
deliverables
Student Work
My Team: Meghan Yancy (art director), Taylor St. Pierre (copywriter), and little miss (strategist)
research
80%
American women, under age 35, have altered their food habits as a result of the COVID-19 pandemic [1]
31%
American women are likely to report that they are thinking about food more than usual, which is 10% more likely than men would report [1]
10%
Younger households where females purchase the majority of the food are among the most likely to pay a 10% premium for organic products. [2]
FRIENDLY CITY FOOD CO-OP
STRENGTHS
WEAKNESS
-
Mindful of waste & consumer needs (e.g., the option to only buy a pinch of spice instead of a full jar).
-
Engagement with city culture
-
Affordability
-
Awareness
OPPORTUNITIES
THREATS
-
Support during a transition period
-
Working consumers can indulge in their buffet bar for their lunch break.
-
Familiarity with national chains.
-
Willingness to sacrifice quality for convenience.
[1] International Food Information Council Foundation. (2020). 2020 Food & Health Survey: Consumer Attitudes Toward Food and Dietary Choices amid COVID-19. Retrieved from https://foodinsight.org/wp-content/uploads/2020/06/IFIC-Food-and-Health-Survey-2020.pdf
[2] Govindasamy, Ramu & Italia, John, 1999. "Predicting Willingness-To-Pay A Premium For Organically Grown Fresh Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 30(2), pages 1-10, July. https://ageconsearch.umn.edu/record/27385/files/30020044.pdf
Samantha Campbell
Age: 23 / Gender: Female / Occupation: Graphic Design Intern / Channels: Instagram, TikTok, Road Billboards, Street Art
Pain Points: Coming fresh out of college, Samantha has decided to reside out of her home state and stay in Harrisonburg. She has landed a wonderful internship for a corporate company’s graphic design team. She has lived on campus most of her college years and spent most of her time on campus in Rose Library or Panera Bread. She is feeling a little homesick, but she welcomes the feeling. She appreciates the opportunity to be more independent and grow into herself. Samantha wants Harrionsburg to feel like home to her. Samantha is a bit of an introvert. She appreciates living alone in her 1 bedroom apartment but has had tough luck trying to make friends. She doesn’t eat out much. She usually cooks for herself but struggles to meal prep her lunch at her internship. She usually opts for takeout and frequents the vending machine. Samantha wants to connect with the Harrisonburg community and get to know her area, her options, and her neighbors.
Friendly City Co-op can be Samantha’s tour guide around her community. Samantha can tour a variety of local produce and meet locals at the store. During her lunch break, she can visit the hot bar or ready-made meals instead of fast food. The Co-op hosts events to foster a sense of community, and Samantha can join in on the fun and meet new people in her area.
brand guide
-
MoonFlower
- Do use for headers, event advertisements, pamphlets, brochures, and endcap signage.
-
DO NOT USE FOR: more than a short line of text.
-
Amatic also works when Moonflower isn’t available.
-
American Typewriter
- Do use for headers, event advertisements, pamphlets, brochures, endcap signage, and store signage.
-
DO NOT USE FOR: more than a short line of text
-
Only use Regular-weight
-
Gil Sans
-
Do use for Co-op Basics, Co-op Deals, Inclusive Trade, Flash Sales
-
This is an NCG (National Co+op Grocers) brand font
-
Regular, Semi Bold and Bold weights can be used.
-