Big Display protoType for Sir Kensington’s
MKtg354: Visual Marketing, Wharton School - spring 2019
Presentation and Paper
Overview
Spring 2019, I took a Wharton course in Visual Marketing. Throughout the course, we worked with a condiments company, Sir Kensington’s, owned by Unilever. Our final project for the course was to design a Sir Kensington’s big display for mass grocery stores. The objective of the display is to help increase brand awareness, grow sales, and encourage shoppers to travel throughout the grocery stores.
One of my major roles in the project was to bring to life a display that embodied what we as a group had identified to be the core objectives of the Sir Kensington’s big display. Below, is an image of our groups final model, followed by a brief overview of the displays objectives and a justification of the final design.
Sir Kensington’s Value Proposition
Sir Kensington's self proclaimed mission statement is "to reimagine ordinary and overlooked food with fearless integrity and charm". They are tackling this mission within the condiment category, selling a variety of traditional and specialty ketchups, mustards and mayonnaises. In a world where consumers are demanding to know more about what ingredients are in the products they are consuming, Sir Kensington's offers clean products with real ingredients, less sugar and a focus on better sourcing practices. Drawing upon the lessons from JB Osborne of Red Antler, in order to build an effective brand, you must first understand the problem you are solving for your customer. Sir Kensington's is targeting the consumer who wants to experience the taste of natural ingredients, cares about the environment, and values the connection between food and a better life.
Visual Display Summary
Our visual display seeks to broadcast an authentic representation of Sir Kensington's, speaking to the brand's core values and mission while generating awareness and attention.
While we ultimately recommend retaining an agency to optimize the creative, we developed a high-level concept with three goals in mind. The visual display must:
Spotlight ingredients used in Sir Kensington’s products
Be interactive, Instagrammable and social
Evoke an emotional response tied to health and human connection
Our vision for the display is articulated in more detail in the creative brief shown in Figure B. We would recommend that Sir Kensington's develop a brief similar to this one and work with a creative agency to bring it to life.
Design justification
One of the main goals of the display is to highlight the healthy ingredients that go into Sir Kensington's products. We use three large bottle displays, showcasing the wholesome foods in order to convey that message. Our display is modular and can be separated into three individual components. This allows them to be placed together or separate, accommodating small and large stores alike. The beauty of the design is that this conceptual display can be replicated for any of the Sir Kensington's products and can be used in the future to showcase limited edition and new products, enabling future brand consistency.
We incorporated cut-out holes in the cardboard display to facilitate taking pictures and to encourage social media engagement. The mayonnaise bottle is intended for children, whereas the other two bottles are meant for adults to take photos. In addition, we include an optional taste testing unit that can be added to increase interactivity with the display at stores, depending on Sir Kensington's budget. We incorporated the Sir Kensington's logo on to the mustard bottle, in order to be the center of attention. We hope that this will make a memorable impression on the consumer and therefore increase brand awareness. The display's color palettes are centered around the Sir Kensington's label colors to create association between the display and the colors. These colors are unique and uncommon in the condiments aisle, which helps them stand out.
By having a shelf in the display, we hope to encourage consumers to pick up a bottle as they are looking at it. This allows for spur of the moment impulse purchases. We propose that the mustard and mayonnaise displays will have the original flavored condiments showcased on the shelf and the ketchup will have a spicy tomato flavor. We chose this specific combination so that we can appeal to the large majority of consumers with classic products while still highlighting Sir Kensington's unique product variety with the Spicy Tomato flavor. We believe that Sir Kensington's should leverage their unique variety.
The above explanation of the visual display is a direct excerpt of our final report with a few minor edits and is the product of our collective efforts.