Categories

Brand Strategy

Contribution
Research
Brand Strategy
Creative Direction
Date
2014 - 2021


Here a little glimpse of the Brand Strategy for Nuvola, a unique fast-food venture launched in 2014 in London, birthed from an Italian expat’s quest for delicious, affordable meals.

Francesca Frosini, the Founder and London Head Chef, grew up in a traditional Tuscan household where fresh food was the heart of family life, nurturing a profound love for cooking. Distressed by the lack of tasty, budget-friendly options, she took matters into her own hands.
She envisaged a haven serving homemade artisan dishes, masterfully adapted for health, lightness, and affordability. This vision led to the creation of Nuvola.

The Research

A good foundation for every Brand Strategy
The research determines how the new offering could be positioned to succeed in a highly competitive sector. It covers a range of topics including: Owners' vision for ‘Taste Italy’* and how this fits with the needs of the audience and the movement of the market. The audience and their attitudes to Italian food and culture and how this informs the development of the ‘Taste Italy’ brand. The audience and their current lunch break habits and how this can shape the ‘Taste Italy’ proposition. The competition, what can we learn from them and how can we ensure that the ‘Taste Italy’ proposition is unique. *During the Research phase the brand "working title" was 'Taste Italy' If you like, here you can dive into: Branding & Visual Identity In-Store Communication
Contemporary Italian vs Traditional Italian
‘Image Worlds’ was the first activity completed within the Discovery Session. The objective of this activity was to establish the essence of the ‘Taste Italy’ brand through mood boards of visuals. The first series of images focused on the brands attitudes towards the phrases ‘Contemporary Italian’ and ‘Traditional Italian’. Conclusions: Traditional Italian imagery, evoking nostalgia, everyday life, and family values, strongly resonated with the business owners. Yet, overused or common images, often perceived as cheap, should be avoided. While contemporary Italian imagery can appear sleek and sophisticated, it sometimes lacks apparent ties to Italian roots and emotional depth. If chosen, ensure a clear connection to Italian heritage, avoiding clichés like flag representations.
Slow Food vs Fast Food
The second series of images addressed the topic of ‘Slow Food’ vs ‘Fast Food’. Conclusions: 'Fast food' often carries a negative perception due to its association with 'junk food'. It's seen as unhealthy and low-quality. However, it's not the speed of service but the production process that defines fast food. 'Fast serving', especially in time-strapped but quality-oriented urban areas, is different from fast food. Consumers understand that quick service can deliver dishes that took hours to prepare. 'Slow food', on the other hand, suggests careful preparation and attention to detail, akin to a grandmother's meticulous cooking in Italian culture. To achieve 'slow food served fast', chefs must smartly utilize ingredients and time. This approach – 'fast serving, slow cooking' – is our guiding principle throughout the Brand Strategy.
Home Made vs Food Science
The third series of images focused on the distinction between ‘Home Made’ and ‘Food Science’. Conclusions: Food science, from a professional chef's perspective, is essential in crafting delicious, nutritious meals for contemporary consumers. Yet, terms like 'food science' or 'nutritionist' can evoke images of sterile labs and white coats, often causing misgivings. "Taste Italy" prioritizes health over aesthetics, aligning with the public's growing nutrition-consciousness. This is reflected in our 'light' philosophy, centered around 'natural nutrition' over laboratory manipulation. The term 'lite' has become synonymous with healthy or diet alternatives in the food industry. However, it can suggest a loss of inherent quality for health gains. For "Taste Italy", 'light' means staying true to our passion for authentic Italian cuisine. We ensure consumers receive the real deal, not a 'lite' imitation that compromises on quality or taste.
Urban vs Rural
The final series of images focused on the comparison between ‘Urban’ and ‘Rural’. Conclusions: The discussion on 'Urban' vs 'Rural' didn't yield many pros or cons but showcased the unique intertwinement of urban and rural life in Italy. Unlike in Britain, Italian city life is intimately tied to the countryside, largely through food and communal dining experiences, like markets and piazzas. This aligns interestingly with British perceptions of relaxed Italian lifestyles. Leveraging this perception, along with the blurred urban-rural divide in Italy, provides an opportunity to offer London's city dwellers an immersive, relaxing Italian experience.

British Female

During the Brand Strategy discovery session, we spent time focusing on the audience profiles that the ‘Taste Italy’ brand will need to appeal to, beginning with the British female, city worker.
What they expect from the experience?
British female, wants a ‘cultured’, social food experience which evokes the feelings of joy and happiness that great food can bring. Places a large importance on health and nutrition when choosing their lunch, transparent calorie information will be required. Is interested in the ingredients used and places a high level of importance on their quality. Simplicity is the key. Doesn’t have time to understand a new complicated food concept and is not attracted by a menu with huge variety. Fast service is very important. Wants a stress free environment. Views Italian cuisine as being predominantly ‘fresh’ and traditional, but has concerns about the calorie count.
Typically she is:
• 25-44 • Has a demanding job • Is time poor • Rarely takes an hour for lunch • Not afraid to spend on food • Eats at Zuma • Looks for quality • Like to try new things • Likely to go to the gym • Gets lunch in groups • Keen on health • Pays attention to calorie information • Not really into classic sandwich
Brand Strategy - Survey response
Lunch break habits
Q. In a typical week how many times do you buy lunch? 81.5% of respondents buy their lunch 3 or more times a week. 36.8% of respondents buy their lunch 5 times a week. Q. What is your favourite lunch outlet? 28.9% stated Pret A Manger as their favourite lunch outlet. Q. When choosing where to buy your lunch how important are the following? 76.3% of respondents think Health and Nutrition is very important or extremely important when choosing where to buy lunch. Trying something new was only moderately important when choosing where to buy lunch. Variety of the menu was only moderately important when choosing where to buy lunch. Q. Which of the following is your biggest frustration when buying lunch? 26.3% Queuing 21.1% Food quality Q. In a typical week how many different lunch outlets do you visit? 91.1% of respondents visit 2 or more lunch outlets a week. Q. How likely are you to try a new lunch outlet? 89.5% of respondents are either likely or very likely to try a new lunch outlet.
Views on Italy
Q. Which of the following words do you most associate with Italian food? 48.6% Fresh 43.2% Traditional 37.8% Calorific 32.4% Rich Interestingly only 8.1% said healthy. Other responses included: “Heavy,tasty” “Poor quality (in London)” Q. Which of the following do you most associate with Italian culture? 45.9% Cuisine 24.3% Lifestyle 10.8% Fashion Q. Who is your favourite celebrity chef? 36.1% Jamie Oliver Q. Which of the following phrases best describes your views on food? 37.8% Cultural and Social 24.3% Joy and Happiness

British Male

The second audience profile that the ‘Taste Italy’ brand will need to appeal to is the British male, city worker.
What they expect from the experience?
British Male, wants to be ‘excited’ by a ‘healthy’ food experience. Gets frustrated by queuing and proximity to his office is very important when making a choice of where to eat. Simplicity is the key. Doesn’t have time to understand a new complicated food concept and is not attracted by a menu with huge variety. Quality is more important. Fast service is very important. Looks for convenience - from choosing off the menu to paying at the till. Important to look healthy even if the food isn’t, health is important but not the top priority. Wants a stress free environment. Views Italian cuisine as being predominantly ‘fresh’ and traditional, although rich and calorific in substance. Does not associate with being modern.
Typically he is:
• 25-44 • Has a demanding job • Is time poor • Rarely takes an hour for lunch • Not afraid to spend on food • Eats at Zuma • Looks for quality • Has a routine and is not that likely to try new things • Likely to go to the gym • Beginning to focus on healthy eating • Gets lunch in groups
Brand Strategy - Survey Response
Lunch break habits
Q. In a typical week how many times do you buy lunch? 78.5% of respondents buy their lunch 3 or more times a week. 44.6% of respondents buy their lunch 5 times a week. Q. What is your favourite lunch outlet? 21.4% stated Pret A Manger as their favourite lunch outlet. Q. When choosing where to buy your lunch how important are the following? 78.6% of respondents think Proximity to the office is very important or extremely important when choosing where to buy lunch. 59% of respondents think Health and Nutrition is very important or extremely important when choosing where to buy lunch. 65.5% of respondents think quality of ingredients is very important or extremely important when choosing where to buy lunch. Trying something new was only moderately important when choosing where to buy lunch. Variety of the menu was only moderately important when choosing where to buy lunch. Q. Which of the following is your biggest frustration when buying lunch? 32.1% Queuing 21.4% Food quality Q. In a typical week how many different lunch outlets do you visit? 76.9% of respondents visit 2 or more lunch outlets a week. Q. How likely are you to try a new lunch outlet? 75% of respondents are either likely or very likely to try a new lunch outlet.
Views on Italy
Q. Which of the following words do you most associate with Italian food? 51.8% Fresh 44.6% Traditional 35.7% Rich 32.1% Calorific Q. Which of the following do you most associate with Italian culture? 26.8% Cuisine 23.2% Lifestyle 21.4% Fashion Q. Who is your favourite celebrity chef? 20.4% Heston Blumenthal Q. Which of the following phrases best describes your views on food? 25.0% Exciting and experimental 23.2% Health and well-being

The Expat

The third audience profile that the ‘Taste Italy’ brand will need to appeal to is the Expat, city worker.
What they expect from the experience?
The Expat wants a ‘cultured’, social food experience which evokes the feelings of joy and happiness that great food can bring. Places a large importance on health and nutrition when choosing their lunch, transparent calorie information will be required. Is interested in the ingredients used and places a high level of importance on their quality. Simplicity is the key. Doesn’t have time to understand a new complicated food concept and is not attracted by a menu with huge variety. Fast service is very important. Wants a stress free environment. Views Italian cuisine as being predominantly ‘fresh’ and traditional. Also appreciates the quality of the cuisine and the raw ingredients.
Typically they are:
• 25-44 • Has a demanding job • Is time poor • Not afraid to spend on food • Eats at Zuma • Looks for quality • Likes to try new cuisines • Interested in other cultures Expat (differences with British audience) • Can be a more discerning customer • More appreciation for cuisine
Brand Strategy - Survey response
Lunch break habits
Q. In a typical week how many times do you buy lunch? 82.7% of respondents buy their lunch 3 or more times a week. 47.6% of respondents buy their lunch 5 times a week. Q. What is your favourite lunch outlet? 26.2% stated Pret A Manger as their favourite lunch outlet. Q. When choosing where to buy your lunch how important are the following? 77.8% of respondents think Proximity to the office is very important or extremely important when choosing where to buy lunch. 72.9% of respondents think Health and Nutrition is very important or extremely important when choosing where to buy lunch. 74.2% of respondents think quality of ingredients is very important or extremely important when choosing where to buy lunch. Trying something new was only slightly important when choosing where to buy lunch. Variety of the menu was only moderately important when choosing where to buy lunch. Q. Which of the following is your biggest frustration when buying lunch? 29.8% Food quality 23.2% Queuing Q. In a typical week how many different lunch outlets do you visit? 83.3% of respondents visit 2 or more lunch outlets a week. Q. How likely are you to try a new lunch outlet? 91.1% of respondents are either likely or very likely to try a new lunch outlet.
Views on Italy
Q. Which of the following words do you most associate with Italian food? 44.9% Fresh 38.9% Traditional 36.5% Quality 32.9% Rich Interestingly only 2.4% view Italian food as modern. Other responses included: “filling, pasta” “don’t expect much variety” “dependable” Q. Which of the following do you most associate with Italian culture? 43.1% Cuisine 24.0% Lifestyle 12.6% Fashion Q. Who is your favourite celebrity chef? 40.8% Jamie Oliver Q. Which of the following phrases best describes your views on food? 28.9% Cultural and social 27.1% Joy and happiness

The Tourist

The final profile that the ‘Taste Italy’ brand will need to appeal to is the city tourist.
What they expect from the experience?
Looking for something they have not eaten before and feels authentic. Wants a cool and memorable experience. Simplicity is the key due to possible language barriers. Wants an atmospheric environment with somewhere to sit and relax. Looking for tasty food they can’t make at home.
Typically they are:
• 20-50 • No time concerns • Looking for something new • Like to try new things • On holiday so healthy eating is not so important

Competitor Analysis

While acknowledging previous business research, we believe it's crucial to integrate our unique "design observations" for a holistic analysis. This approach broadens our view to include technical and business functions, while emphasising emotional resonance and visual aesthetics.
PIADA
There is no on boarding process. The windows have little explanations of the proposition and upon entering the menu is confusing and poorly designed. It would require the customer to approach the counter to make an informed decision on their choice of food which for some people could be off putting. Upon entering you are faced with customers eating off fairly large plates, which gives the impression that this is not a QSR, and time is required to sit down and eat. Portions appear very large. The dark interior does not suggest light and healthy food and the large portions help to create a very masculine environment. Simple menu but still confusing due to the design and lack of visuals of the food. There is no storytelling of the foods origin or any promotion of the ingredients used. Piada has the feeling of a family run cafe, but is not particularly Italian in design or ambience. Apart from the logo on the exterior signage and the red walls there is a very weak brand presence.
COCO DI MAMA
First thing you notice on arrival is the delivery cart outside which instantly suggests food you can take out. The second thing you notice is the clean and professional branding. The light colour palette and large windows make the interior look inviting and leaving the door wide open helps break down any barriers and you can hear the buzz of the place from the street. This is inviting. The communication from the street is also strong. On the window it states ‘come in to try our chefs specials’ and the use of an A-board on the street with hand written specials makes the character of the chef real and elevates them above the competition to an establishment who care about quality food. The graphics are professional and combine fashion and food with a little wit and humour. That said it doesn’t feel particularly Italian and in combination with the bistro table cloth pattern on the packaging suggests France rather more heavily than Italy.
SPIANATA
The exterior displays professional and smart branding but fails somewhat to explain the concept or inspire you to step inside. The layout of the store is easy to navigate and the experience is relaxing, efficient but lacks soul. Functional without being spectacular. One thing we have noticed is the diversity of the branding. The logo is used in upper and lowercase, with or with the tagline, in blue or gold. This inconsistency is also mirrored through interiors which vary greatly from store to store. The card used for the packaging of the food feels a little cheap and the design so minimal it feels stark. The environment and the communication doesn’t feel particularly Italian.

So, what's unique?

Distilled Values and UVP
A wide set of positive values
Throughout our Discovery Session, we meticulously identified and discussed a myriad of positive values. From these discussions, we've honed in on the most compelling elements, shaping them into the fundamental pillars of our brand.
A wide set of positive values
JOY: ‘Taste Italy’ has a passion for Italian food cooked the Italian way, with joy at its heart. HEALTHY: We cook naturally healthy food without compromising on authentic Italian flavours. We are interested in happy healthy not health for the sake of it. HERITAGE: Italian cuisine has been lovingly perfected and passed on through the generations. We continue this, by taking genuine Italian recipes and delivering them quickly and affordably to the new city generation. SOPHISTICATION: Everything we do is carefully planned and executed. From the fine nutritional balance of the food to our staffs knowledge of the food. LAID BACK: We believe that if you love something you should take your time over it. We never rush the preparation, cooking or serving of our food and we never rush the customer. We want to make their visit the most relaxing part of their day, and the yummiest! QUALITY: We start with the best quality ingredients and we deliver the highest quality service. Nothing in between in compromised, no corners are cut.

Nuvola Branding & Identity

Nuvola In-Store Communication

Tags Design

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