Part  1:    Se*ng  the  Scene  -­‐  About  Organisa/ons  -­‐   Partnership    -­‐   KaTu  Honey  Project  -­‐  Design  Programme    Structure      Part  2:    Crea1ve  Process  -­‐  Naming  -­‐   Consumer    -­‐   Inspira/on  -­‐   Survey  -­‐   Artwork  and  Rollout      Part  3:  Growth  -­‐  Local  Market  -­‐  Interna/onal  Market    -­‐  Summary  &  Key  Tips          

Value Added in Africa    

Packaging Design Programme

Selec/ng  of  Professional  Designer    Match  to  African  SME      MOU  &  Timeline  Developed  

Brief  developed  &  discussed      Market  Research        Mul/ple  Concepts  devised            

Market  Research  (Focus  Groups,  surveys,  etc.)    Which  concepts  are  most  aTrac/ve  to  consumers?    Pitch  to  Client  for  final  decision    

Pro  copywriter  enlisted      Advises  on  general  brand  language      Writes  specific  copy  for  packaging    

Completes  the  design  and  artworks  the  approved  concepts      Applies  artwork  to  all  SKUs      

Client  engages  a  local  printer  to  print  the  packaging      Print  samples  sent  to  designer  for  approval  

Value Added in Africa Model

Examples of VAA Rebranding  Meru Herbs Pasta Sauce, Kenya

Naturub Herbal Balm, Kenya

Ka Tutandike “Let’s Get Started”

Community outreach/ECD  

“We  believe  that  Poverty  is  not  just  about  money.  Our  work  on  the  ground  has  proved  that  what  keeps  poor  people  from  realizing  their  full  poten>al  is  lack  of  choice  and  opportunity.  They  seek  dignity  instead  of  dependency.”  

Social Entrepreneurship

SOAPS   PEANUT  BUTTER   CRAFTS   JEWELLERY   KATU  

MUGS  

Products:    

Local Market

Establishing Sustainable Bee Keeping Projects for Young Women with Disabilities

Project Inspire Award

Ka Tutandike Honey Project

Sustainable & Pollination circle

Premium & Useful Product

Income generation in a safe and secure environment

Low cost – made locally

Why  Honey?  

 

Promotes diversity & inclusion

Honey Making

Operations & Sales •  1st  batch  (60kg)  packaged  on  September  30th  2013  •  Sales  in  markets  &  from  KaTu  shop                                        •  Feedback  led  to  desire  for  new  design  

KaTu  Honey  Processing  Unit  

KaTutandike-VAA-NBD Partnership Began  Nov  2013  (deadline  March  ‘14)  

Info from Brief Q:  Target  audience  

A:  We  aim  to  aTract  the  customer  who  appreciates  quality  and  is  mindful  enough  about  their  health  to  want  to  consume  an  organic  product.  

Q:  Values:  What  do  you  want  people  to  associate  with  your  company?  

A:  Every  drop  of  this  honey  was  produced  and  packed  by  people  with  disabili/es  in  Uganda  

Q:  Main  compe/tors?  What  are  they  doing  right?    

A:  Bee  Natural  Uganda  –  They  have  very  unique  packaging  styles  to  match  the  pocket  and  please  the  eye.      

Branding

BRANDING  ELEMENTS  

PROVENANCE  (EQUATORIAL.  UGANDAN  SMOKEY  FLAVOUR)  

SOCIALLY  BENEFICIAL  

(ASPIRATIONAL)  

100%  NATURAL  (ORGANIC)  

FEMALE-­‐CENTRED  

Key  challenge:  Branding  must  appeal  to  local,  regional  &  interna/onal  markets.  

 Original  Brand  

Reac/on  to  Original  Brand  

-­‐  Not  visually  engaging  for  consumers  –  low  shelf  standout  

-­‐  Low  sales  

-­‐  Didn’t  tell  the  brand  story  

-­‐  Illustra/on  style  of  insects  didn’t  appeal  –  ‘swarming’    

-­‐  Name  ‘Ka  Tutandike’  needed  to  change  for  EU  markets  

 

Current branding

-­‐   Social  Enterprise  Story  -­‐  bold  approach  to  tackling  poverty  

-­‐   Great  product  with  mul/ple  benefits    

-­‐   Passionate  and  engaged  client  

-­‐   Needed  a  complete  rebrand  –  clean  slate  

Opportunities

Ancient  Egyp/an  bee  Hieroglyph  2400BC  Social  Change  

Out  of  25  names  in  total,  9  names  were  shortlisted:      

Assessment  Criteria  

1.  Pronouncibility  (local/Interna/onal)  

2.  Sound  symbolism      

3.  Emo/onal  bonding  power    

4.  Memorability    

5.  Fit  to  concept      

6.  Nega/ve/posi/ve  associa/ons    

Shortlist  Names  Katu  Honey  

Simply  Honey  

Equator  Honey  

A  Good  Start  Honey  

My  LiTle  Hive  

Honey  Haven  

Ugandan  Sisters  

Honey  Mammas  

Muzinga  Honey  

Bench.mark  [bench-­‐mahrk]  noun    

“Benchmarking  is  the  process  of  studying  a  par/cular  func/on  or  aTribute  of  a  compe/tor  for  the  purpose  of  making  their  level  of  excellence  your  minimum  level  of  excellence.”    

A note on typography

Typically  looking  for  a  suite  (family)  of  2-­‐3  fonts:  1.  Title  font  (headline):  Catches  the  eye      Clean  &  clear,  immediate,  recongisable,  stand-­‐out      (viewed  from  a  distance)    2.  Descrip1ve  font  (ingredient):  Wet  the  appe1te    Craped,  personal  (e.g  handwriTen)    taste  appeal,  should  peak  the  consumers    interest.  

1. Lead Theme: Quality

2. Lead Theme: Provenance

2. Lead Theme: Provenance

3. Lead Theme: Social Inclusion

4. Lead Theme: Empowering Women

Evolution of an Idea

Evaluation Survey VAA  sent  out  a  survey  to  their  mailing  list  with  a  series  of  targeted  ques/ons      Great  way  to  find  out  what’s  important  today’s  consumer    270  responses  in  total  

Helped  inform  final  design  choice    

www.surveymonkey.com  

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Survey Questions

“The  design  is  tasteful,  important  if  you  are  trying  to  convey  a  good  tas/ng  product”  

“Gives  me  the  feeling  I’m  buying  a  high  end  product”  

“Looks  Authen/c  and  African”  

“Because  there  is  a  strong  connec/on  with  the  packaging,  I  would  be  likely  to  remember  “oh  this  is  the  honey  produced  by  women  in  Uganda  and  it  would    encourage  a  repeat  purchase”  

“Would  like  to  have  it  on  my  kitchen  shelf”  

Feedback

Artworking -­‐  Prototyping  crea/on  of  keylines  -­‐  Final  adjustments  of  the  selected  concept  -­‐  Range  Extension  -­‐  350g  and  500g  dark  &  light  flavours  -­‐  Approved  &  Artwork  digital  proofs  from  supplier  -­‐  Quality  Control  

Final product visualisation

Rollout

KaTu Honey Launch  •  UK  Launch  -­‐  April  14th,  2014  

•  Honey  sold  out  for  £5  per  jar  

•  Networking  -­‐  poten/al  funders  

Susan  Kistu  –  CEO  of  KaTutandike  

“Social Entrepreneurship: A Bold New Approach to Tackling Poverty”  

Local vs. International Sales LOCAL:    • Lower  marke/ng  &  transac/on  costs  

• Less  stringent  quality  criteria    

• Small  volumes  more  acceptable    

INTERNATIONAL:    • Larger  market  

• Poten/ally  higher  prices  

• Foreign  exchange  earnings    

Routes to Local Market:

Main  Opportuni1es  

• Local/Regional  Demand  

• ‘Buy  Local’  Sen/ment    •   Unexploited  Market  for  other  Bee  Products  

Main  Challenges  

• Under-­‐developed  imports  sub-­‐sector  

• Cer/fica/ons  (US  18,  UNBS)  

• Cheap  Foreign  Brands  

• Scale  

Routes to International Market: Main  Opportuni1es  

• EU  Demand    • High-­‐value  nice  market    • Market  Entry/LDC  Status    • Demand  for  mul/-­‐floral  &  residue-­‐free  honey  

Main  Challenges    • Logis/cs    • Cer/fica/on  (FT,  Organic)    • Scale    • Bias  

       

Summary 1.  Develop  a  compelling  brand  story  

2.  Openly  engage  in  the  design  process  –  it  should  be  enjoyable!    3.  Test  the  product  with  the  market  prior  to  launch  (survey)    4.  Hire  a  copywriter      5.  Develop  strong  working  rela/onships/friendships    6.  Brief,  brief  &  more  brief!    7.  Market  w/  broad  brushstrokes  (convey  the  sen/ment,  not  every  detail)