Bringing more to the gelato market
Brand concept and strategy for a newly established sub-brand built on service design.
Brand development
Brand strategy
Logotype
Service design
Market research
Billy Blue College of Design
Group Project x Ida Melltorn
Photoshop
Indesign
Illustrator
Businesses today face an ever evolving market and need to be prepared for short and long-term challenges. By communicating with customers companies can predict future market opportunities and thus stay relevant in the industry.
The aim for this brief was to develop a service design proposal for an existing company that would enhance engagement through a user-centred
business solution. The proposal
was
built on a hypothetical sub-brand for Gelato Messina, created in a group project with Ida Melltorn.
Market opportunities
Desire for variety in dietary alternativesGrowing plant based market
Desire for prolonged social experience
Higher level of community engagement
Business solution
Equal amount of choice for plant based options
Increased focus on sustainability and environment
Gelato cocktail dining experience
Monthly customer engagement
In store competition
Through market research and service design tools we established Messina More and Messina Drinks as a combined new gelato venue.
To heighten the feeling of community, a new customer engagement is introduced. The Monthly Scoop, an innovative competition for customers to submit their flavour ideas based on a monthly theme.
After review by Messina the choices would be distilled to three to be voted on in store. Customers vote by receiving a token to use with every gelato purchase. The winning flavour would then be made and sold at Messina More for the next month.
The second floor of the venue would house Messina Drinks. A gelato cocktail bar for customers looking for a longer lasting social experience.
The sub-brand was created together with Ida Melltorn. We created the service design proposal together from concept to finish, including the logotypes of both brands. Further visual development was split between us, where Ida Melltorn expanded on Messina Drinks.
To view more of Messina Drinks visit Ida Melltorn.
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©2024 Hanna Mörse AnderbergCurrently in Sydney, NSW
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I acknowledge the Traditional Owners of the land where I work and live, the Gadigal of the Eora nation and pay my respects to Elders past and present.