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01 - Introduction


Branding & Marketing Strategy

January, 2019

 
 
 

02 - Positioning


mar·vel·ous

“Causing great wonder; extraordinary.”

“Marvelous” is your essence. This is the magic behind the brand. Sometimes it takes an image to make something click.
For me, it clicked with this one.

 

Our Story.

The things we find solace in: ocean, air, color, seasons, bay, swimming… that’s what first brought us to the East End back in 1998 — that’s what we fell in love with in the first place. The environment gave us a feeling of comfort, and opened space for an inspirational moment in our lives: we decided to open our own business. We called it Mary’s Marvelous.

Our Product.

Organically grown. Organically Made.
Simple cooking that draws on various ethnic cuisines: spice from Mexico and Thailand; Mariana’s traditional Ecuadorian influence. Simple, made-from-scratch.

Core Values.

Food, flavors, MM team/family, community, neighbors, customers, aesthetics, space, fun, kindness, laughter.

 
 
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03 - Goals


Mary’s Marvelous is such a beautiful space, one with real human interaction and energy. It’s fun and has spirit and culture. It’s genuine.

Taste it.

 
 
 
 

Feel it.

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Keep it natural.

 

Don’t make it look overproduced.

 
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Get abstract, maybe.

 
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Be Marvelous.

 
 
 

04 - Graphic Content


Red is not an easy color to work with. In this case,it felt right to roll with it and embrace the red, accentuating it in the right places. Our feeling was also that you guys liked certain things that were bold, like images and big fonts, even big red fonts that we looked at. So we went bold, and red at times. We took a few directions that we wouldn’t normally go in. We brought in some illustrations because we wanted there to be a fun side to it.

 
 

H1

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

Proudly feeding East Hampton since 2002 :)

 

H2

ABCDEFGHIJKL
0123456789

Find Us, Shop

 

H3

abcde
ABCDE
0123456

Neighborhood eatery here.

 

P (paragraph)

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz

Lorem ipsum dolor sit amet, usu an augue delenit, est nominavi voluptua maiestatis ne, iudico inimicus quo id. Cum ut mucius sensibus, per nostro aliquip assueverit no. Ei mei odio principes referrentur, an eos inani vivendum. Meis omnes expetendis est ad, vix copiosae mandamus no. Ad commune iracundia nam, ut vim sonet soluta. Sed no vide modus, an probo debitis omittam eum.

 

Quote

Donec id justo non metus auctor commodo ut quis enim. Mauris fringilla dolor vel condimentum imperdiet.
— Jonathan L.
 
 
 
 
 
Name *
Name
Which Menu would you like?
Date of your event
Date of your event
Time
Time
 
 
 

Main colors

 
 

More colors with graphics

 
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05 - Design


The design of the website is content focused. The goal is to keep the structures of the site simple while putting all energy into design details and content. The content will be created to fit in perfectly with the design.

 
 
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Home Page - 3 Sections
- Opening gallery
- Find us / Shop
- Our story segway
- Footer

Menus
- Daily Specials
- Coffee Bar
- Breakfast
- Lunch
- Freshly Baked

Catering
- Overview
- Events we cater
- Images
- Sample menus
- Book a party

Our Story - 3 Sections
- Overview, what we do
- History, 2002
- Team and product overview

 

Shop
- All products
- granola. coffee, cookies, spice nuts, gift cards

Coffee Club
- Subscription

Product pages
- Image(s)
- Descriptions
- Price
- Details
- Segway to other products

Journal
- Stories in food, culture, friends, thoughts

Contact
- simple contact page

Legal/Practical (only text)
- Terms & conditions
- Shipping policy
- Privacy Policy

 
 
 

Explore Site

 
 
 

06 - Story Content


Brand photos

make them bold, strong, food-first. Clean backgrounds either black or white, incorporated in design. Only select items that will not change. Each shot has to feel magical.

FOOD - Cooking (Home) and Final shots (menu pages) - each would be the same menu item, so to see the process as you go from one page to the next.

  1. Daily Specials

  2. Coffee Bar

  3. Breakfast

  4. Lunch

  5. Freshly Baked

  6. Catering


Our Story - Natural Organic

  1. Formal non-cooking shot of Mary

  2. Shot of entire team together (to replace with summer shot later, outside building


Journal - shot of notebook with recipes.


Coffee Club - Staged product


Shop Online - Staged Products


MORE…

* Make sure to use phone shots in different parts of the site
* Get old shots of when they first started
* Gather existing usable shots - edible, thriller

Brand copy

Keep copy really simple and minimal. Give it flavor. Make it fun and natural.

Home Page

  1. All photo tags

  2. Find us & Shop online

  3. Our Story Intro

Our Story

  1. History

  2. Mary’s story

  3. Team

  4. East Hampton (reminder: use image of community thing for kids

Catering

  1. Need types of parties/events

  2. all info

  3. specific details for form, etc

Products

  1. Description

  2. Price

  3. Weight, dimensions

Coffee Club

  1. Description

  2. info

Video

This could look really good at some point, but would be better to do in the summertime. It would be a bit of the story behind Mary’s Marvelous and about the food and product.

Illustrations

To discuss.

 
 
 
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07 - Ongoing Marketing


You will soon have a website that will need more attention: products to add, blog updates, easier menu changes, etc. This will be more work, but each time you update the site, it gives you an excuse to promote something.

I would imagine your ongoing marketing to be a mix of promoting recipes, current products, new products… and… local community, East End, surf, NYC chefs, other chefs… Mary would be the voice, and she would be a knowledge source on the food scene.

Newsletter

Two times a month: one recipe, one branding story or other. You and Pat would make the recipe with copy and images. Each would always go on the website in blog and social media.

Instagram

Bring in a million more topics. Not just food. It would include: local culture, people you love, non-profits you support, other businesses you love. And then of course your food, sometimes from the store, sometimes promoting new blog posts. You would also bring in content from all over: NYC, international chefs, etc.

You would need to start posting 2-4 times a week. Quality content, always.

____________

Smoothies are very popular. should it have a dedicated menu, even other times of year. 

Dinner? How do we treat dinner? Should it be called “Lunch and Dinner”

We should do a store with those T shirts and illustrations