panetto esperienza
TRANSCRIPT
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Case Zona SulPanetto Esperienza
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o que vamos ver hoje?
1 resumo
2 descrição
3 estratégias
4 resultados
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RESUMO
Panetto é uma marca exclusiva dos Supermercados Zona Sul, cujos produtos de padaria e pizzaria são seu foco principal. Depois do sucesso de vendas nas gôndolas, a nova aposta era a criação da primeira loja Panetto, a “Panetto Esperienza”
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MARCA
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CONTEXTO
Nosso trabalho consistiu em criar o projeto de experiência na ambientação e comunicação da loja, com um ambiente aconchegante e intimista que refletisse a identidade e cultura da marca, gerando uma experiência de valor para o cliente Zona Sul.
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eSTRATÉGIA
O objetivo era criar uma experiência de marca no ponto de venda, tornando o ambiente um forte elemento diferenciador no fortalecimento de sua relação emocional com o supermercado Zona Sul e no processo de tomada de decisão do consumidor.
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UNIFORMES - GERENTES
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UNIFORMES - ATENDENTES
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SACOLA
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SACO DE PÃES
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eSTRATÉGIA
O conceito deveria ajudar a criar uma cultura de conhecimento dos produtos e ingredientes para o consumidor. Além de sinalizar as referentes áreas do ambiente, deveria compartilhar com o consumidor informações do universo dos ingredientes e sabores através do storytelling, mostrando ao cliente que ele poderia consumir no local todos os produtos que até então levava para casa.
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JOGO AMERICANO
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CAIXA DE PIZZA
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eSTRATÉGIA
Todos os elementos deveriam remeter ao trabalho artesanal, uma característica marcante da identidade Panettto. Para isso, foram utilizadas ilustrações leves que simulam “traço de esboço” com aplicação de aquarela.
Somados a isso, as cores branca e preta dão o ar clássico, e o craft com letras manuscritas trazem o caráter artesanal. Os recursos gráficos foram usados de forma minimalista, apoiados por textos que dão um tom informal na hora de educar e harmonizar os produtos.
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PORTA TALHER E GUARDANAPO
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temos uma adega completa com rotulos do mundo todo.e se voce quiser harmonizar com algum prato em especial,
a gente ajuda voce.
MENUBOARD
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MENUBOARD
Especialidadeda casa
Conheca nossa adega.
Autenticas pastas e pizzas italianas, harmonizadas com um bom vinho tinto.
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MENUBOARD
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pRATO & cOPO
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MENU
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FACHADA
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ambientação interna
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ambientação interna
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fachada
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ambientação interna
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RESULTADOS
Com o aumento vertiginoso do faturamento da loja-piloto e, por consequência, da unidade Zona Sul anexa, o cliente estendeu o projeto para dentro das lojas, resultando em um novo conceito de experiência para toda a rede.
Em desenvolvimento, as 40 lojas serão totalmente reformuladas trazendo a todos os clientes um novo modelo de compra e consumo local.
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ambientação interna
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ambientação interna
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ambientação interna
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