What's Your Brand Impression? Mystery Design by Richard Samarasinghe #FBC14

THE IMPORTANCE OF BRANDING & HOW TO CREATE
COMPELLING BRANDS FOR THE HOSPITALITY SECTOR
2014

Mystery is a brand design agency specialising in
the F&B / hospitality sector. We combine strategic
understanding with intuitive creativity, to create
and enrich compelling brand character.
Mystery Brand Design Ltd Email: design@mystery.co.uk www.mystery.co.uk

First lesson of brand strategy is appreciating that
brands LIVE in the hearts of your consumers.
Second lesson is that all brands reflect what
your company is delivering.
IN FACT...
“YOUR BRAND IS
WHAT PEOPLE SAY
ABOUT YOU WHEN
YOU’RE NOT IN
THE ROOM”

A brand is not a name, trademark, logo,
package, product or service.
It’s actually how you think
and FEEL about a brand.

WHAT IS A BRAND?
A brand is a collection of your thoughts
& feelings about your experiences with it.
Where thoughts and feelings are intangibles,
compared to tangible which you can hear,
touch, taste and smell.
Intangibles you just FEEL.

WHAT YOU MAKE PEOPLE FEEL IS JUST
AS IMPORTANT AS WHAT YOU MAKE.
Uwe Dreher, Marketing Director, BMW

MAKING YOUR FEELINGS COUNT
EVERY DAY
People make hundreds of decisions based more on how they FEEL
than on logic. Think about it ...... buying clothes, cars, restaurants,
bars and entertainment.
SO HOW DO BRANDS GET INSIDE YOUR HEART?
Through Exposure of messages about your brand
Through actual Experiences with the brand
EXPERIENCES = TOUCHPOINTS
A touchpoint is a moment (time and place) when the brand comes
in contact with the audience .... and there are a lot of them!

A GREAT
BRAND
EXPERIENCE
SOCIAL
MEDIA
BRAND
VISION
INNOVATION
FORMAT
STRATEGY
PRODUCT
STRATEGY
DIGITAL
STRATEGY
CUSTOMER
JOURNEY
LEADERSHIP
& VISION
OPERATION
PROCEDURES
MINDSETS &
BEHAVIOURS
MARKETING
COMMS
VALUES &
POSITIONING
LOYALTY
BUILDING
CREATIVE
EXPRESSION
OPERATIONAL
EXPERTISE
PEOPLE
& CULTURE
PHYSICAL
& VIRTUAL
ENVIRONMENTS
PRODUCTS
& SERVICES
BRAND
ADVOCACY
BRAND
STRATEGY
WHAT IS A GREAT BRAND EXPERIENCE?

MOMENTS OF TRUTH

A BRANDS PERSONALITY
STARTS WITH ...
Every strong brand stands for something
with one differentiating attribute we call it
the brands core value.
The brand essence is in fact the single
intangible attribute that differentiates
the brand from competitive brands as
perceived by the audience.
Always be unique and try and own
a single idea.

MYSTERY BRAND POSITIONING

The ultimate goal of branding is to build loyalty
Branding generates TRIAL & LOYALTY
TRIAL is a result of the customer being intrigued by your
promises of the brand experience.
LOYALTY is built from having a series of consistent,
singular and favourable brand experiences which is
recommeded to others.
FACTS
Brand Loyalty drives up 70% of all purchase decisions
Loyal customers, on average are willing to pay a 20%
premium for their brand of choice
Strong brands generate long-term results
ROI - BRAND LOYALTY

WHAT ARE THE INGREDIENTS OF GIRAFFE
THAT MAKE IT A COMPELLING BRAND?
The Giraffe ingredient that creates a really compelling
brand is the development of a personality that the target
audience emotionally connects with.

Giraffe is differentiated by its offering,
but also by its BRAND VALUES.
These values make up the character
and personality of the brand.
Giraffe's CORE VALUE is
LOVE, EAT & LIVE EVERYDAY

1. Have the largest hearts
of all land animals
2. Come from the plains
of Africa
3. Are so tall they have a
different view of the world
IT'S A FRIENDLY WELCOMING PLACE
IT'S AN EXPLORER BRAND
ABOUT TRYING FOOD FROM AROUND
THE WORLD AND LISTENING TO MUSIC
FROM AROUND THE WORLD
GIRAFFE IS FUN
IT HAS THE LICENSE TO DO
THINGS DIFFERENTLY

LOVE, EAT LIVE VALUES POSITIONING
GLOBAL FOOD... WORLD MUSIC DESCRIPTIVE POSITIONING
A FRESH LOOK AT THE WORLD DIFFERENTIATING POSITIONING
THINK GIRAFFE... BE HAPPY EMOTIVE POSITIONING

GIRAFFE RESTAURANTS

ZA ZA BAZAAR

BUBBLEOLOGY

BRAND DESIGN AGENCY © MYSTERY LTD 87A WORSHIP STREET LONDON EC2A 2BE TEL: +44 20 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK WWW.MYSTERY.CO.UK
REBEL KITCHEN
Mystery worked strategically to define the brand positioning and name for Rebel Kitchen, prior to designing the identity, packaging and website. At the heart of the brand is
the belief in being proactive about health by eating the right nutritional foods. This playful, nonconformist brand is on a serious mission to nourish the world one snack at a
time! With their refreshingly no-nonsense tattooed attitude, the first products are a range of kids Coconut Mylk Drinks. 100% Healthy!

REBEL KITCHEN
Mystery worked strategically to define the brand positioning and name for Rebel Kitchen, prior to designing the identity, packaging and website. At the heart of the brand is
the belief in being proactive about health by eating the right nutritional foods. This playful, nonconformist brand is on a serious mission to nourish the world one snack at a
time! With their refreshingly no-nonsense tattooed attitude, with their sophisticated flavours, this range of Coconut Mylk Drinks has been developed for Drinks for adults.

REBEL KITCHEN WEBSITE

LAZYBONES
Commissioned with the task of re-invigorating a loss-making pub, Mystery leapt at the opportunity to help create a new destination bar concept! Mystery tackled the low-
budget refurbishment brief with a suitably lo-fi approach, raiding their archive of vintage graphics, stencilling the walls and hand-painting the existing furniture.

LAZYBONES
Mystery developed a distinctive identity spread across the printed graphics, website, social media pages and interior design to reflect the independent spirit that underpins
the concept - from the choice of craft ales, imported lagers and cocktails, to the delicious slow-roasted pulled pork, pulled brisket, buffalo wings and ‘superfly’ hotdogs on
the food menu. Sales have more than doubled and the owners are loking for a second site...

LAZYBONES
Hidden in the cacophony of graphic street art which adorns the interior are messages and codes that only ‘local Farringdon hipsters’ and the obviously tipsy can decipher!

SMITHFIELD

DUB JAM

MYSTERY LIMITED 87A WORSHIP STREET LONDON EC2A 2BE WWW.MYSTERY.CO.UK
TEL: 020 7456 7833 EMAIL: DESIGN@MYSTERY.CO.UK
BRAND VISION FOR DUB JAM
TONAL VALUES
OPERATIONAL VALUES
COMPANY VALUES
CORE VALUE
H
U
M
BLE
UPCYCLED
VIB
RANT
POSITIVE
CARIB
BEAN
LAIDBACK
PHIL
O
SO
PHICAL
PLAYFUL
CONSISTENT
UPBEA
T
MUSICAL
SPONTANEOUS
TASTY
WELCOMING
INTEGRITY
FUN
AMBITION
ONE LOVE

JERK BBQ & RUM SHACK
12 HR MARINATED; 24 HR SMOKED; BBQ GRILLED - JAMMIN' JERK!
REGGAE RUM PUNCH - BASS FILTERED
ONE LOVE
GOTTA LOVE TROJAN RECORDS
COOKIN' UP FOOD & MUSIC
FLAVA SENSATION
DESCRIPTIVE
PRODUCT
PRODUCT
VALUES
EMOTIVE
LIFESTYLE
SUGGESTIVE
DUB JAM

WELCOME
Entrance
INFORM
Menu
PROMOTE
POSINTERACT
Loyalty
HINT
Interior
THANK
Bill Message
INFLUENCE
Word of mouth
ATTRACT
External Signage
DUB JAM
MESSAGES
BBQ & RUM
JERK BBQ & RUM SHACK
CHILL OUT / TAKE OUT
24 HR MARINATED;
12 HR SMOKED;
28 DAY DRY-AGED
BBQ GRILLED
START EACH DAY WITH
MARLEY IN YOUR CUP
AND A SPRING IN YOUR STEP
IT'S LIKE A CHILLED-OUT
BEACH PARTY
SOLIDARITY
Together we'll
spread the love
ONE LOVE
ME NAH WORRY

What's Your Brand Impression? Mystery Design by Richard Samarasinghe #FBC14

What's Your Brand Impression? Mystery Design by Richard Samarasinghe #FBC14

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What's Your Brand Impression? Mystery Design by Richard Samarasinghe #FBC14