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Choc.

Market Research and design strategy
Through my research into the Thornton’s brand as it stands at present an opportunity arose for the future of the brand from one of its current problems. The underlying problem that came out of audience research was that the brand was not desirable to a young audience for simple indulgence. The brand excels in the sale of gifted chocolates but is unable to market individual chocolates.
A SWOT analysis and primary research was undertaken into the brand at present to ascertain whether a viable opportunity could be brought forward for the design strategy. The results proved the company has little loyalty outside of gifting periods. It also has a problem with clarity; there are too many ranges that the consumers are unfamiliar with and so reluctant to purchase for themselves.
The design strategy was aimed at tapping into the younger market, by going directly to the consumer. This strategy required an out of store experience, which the target audience could interact with and gain faith into the brand. This focused market would make the positioning of the sub-brand easier. The focus will be to attract customers without cannibalising the current Thornton’s profit margin from gifting. This would be achievable by successful positioning of the new sub-brand. Therefore a clear-cut sub-brand would benefit the customer and the brand as whole.

The Target Audience
‘The desired target audience for this project is 18-30 with a slightly more male bias’ (see brief)
I chose this consumer group as the basis for my design strategy as this area of Thornton’s is neglected. With an average consumer who is middle class and over forties there is no young people being brought up with a brand they can trust and therefore become loyal with. By aiming at a younger audience and providing an experience they can buy into the brand will bring them into the stores. The audience will be targeted demographically encompassing art film or music festivals over the coming year. The targeted audience will visit festivals, especially music festivals such as Leeds festival and Download and be drawn into the added experience Thornton’s could provide.
As the nature of the festival venue will change as will the target audience. The tone of voice for this strategy will be key in attracting the intended audience range at each of the varied festivals. The chocolate bar will have to communicate to each sub-culture differently; the music and art festivals would aid the communication with the audience, as there will be a specific sub-culture attending each festival. Using behavioural segmentation will ensure that the chocolate bar effectively communicates to the audience participating at each different venue.

Project Evaluation
The project work undertaken was aimed at creating an experience around Thornton’s chocolates and expanding the customer base to a younger market. The focus was centred on a moveable chocolate bar, which provides the experiential part of the sub-brand. Taking influence from other cultures such as Japanese sushi – due to the delicate and artistic nature of creating a dish is similar to the way Thornton’s chocolates are promoted. The key element of the sushi bar is that it is a very social environment and has the experience held as centrepiece of eating out. In order to create a similar effect the bar will sell individual chocolates similar to the ones the stores currently sell within there store servery. The focus was indulgence and simplicity. The consumer will have full control over the choice of chocolates they consume and will be benefited by an experience which will bring them back again increasing there loyalty to the brand.
Due to the proposed new market area the current brand franchise would not support the adaptation of a unique experience, current stores are primarily aimed at gifting and the use of the brand as a whole could cannibalise store profits. This problem was solved with the creation of a sub-brand, Choc. The name is simple and effective, delivering the key factor that this sub-brand sells which is individual chocolates.
Problems arose with the design of the new brand, especially with its adaptation to the signage of the bar. The idea was that the sign and most of the bar would be centred around a classy colour palette of black, white and chrome, with hints of differing colours to suggest choice and diversity (in chocolates offered and in audience attracted). The idea was the sign would have the letters for ‘Choc’ cut out to allow a changing coloured light shine through from behind. After a lengthy production through trial and error a suitable unique brand identity arose which conveyed choice, simplicity and quality.
I believe I have successfully delivered a design that fulfils the key elements of the brief outlined at the beginning of the project. Although I wish there was time I would like to create some areas of the project, which did not boost the overall idea and strayed away from the brief. These were a minor part of the overall design such as a motion graphics wall and other views of the bar, with also a further look at the adaptation of the identity on stationary.

Choc.