An extension to the brand Oliver Bonas, Relish is a London based upmarket cafe and creative workshop space emulation perfect lifestyle experience, targeting consumers’ wants, and needs that go further than a product.
The concept derived from the ‘Experience over product’ trend pushed by Millenials who are striving for credible and authentic experience from brands. Workshops to be incorporated into the space to reintroduce the heritage of the brand and create a community.
An extension to the brand Oliver Bonas, Relish has been created from in-depth research into macro and micro trends surrounding the leisure industry, the hospitality industry and the Millenial push on experience over
The design of the interior and exterior of the space embodies the Oliver Bonas brand by taking inspiration from cultural and artisan influences from it’s heritage. The design process has come from in depth research into interior trends, primary research and the brands history and values. The décor is unique and eye catching through the use of it’s colour palette and structural shapes, the use of foliage has been used throughout the space as it creates a calm and creative environment.
The design of the seating area is bright and colourful with lots of natural light to promote
concentration and creativity. Oliver Bonas pieces have been placed inside Relish such as the chair and wall art, the reason being is to keep consumers reflecting back to the brand. The space has focal points to grab consumers’ attention and for social media purposes, for example, the cup and saucer installation with positive messaging will be an area that consumers will want to sit near to get that Instagrammable picture.
The workshop space is situated away from the food and drinks area to distinguish different sections, with the
ability for all consumers to have a visual of the entire café with its open-plan interior. This large space with tall
workbenches and bar stools distinguished the eating and drinking area from the workspace area.
The press pack has been designed to reflect the experience factor and Relishing the moment. The tote bag has been gifted as a part of the curiosity box for the receiver to screen-print at the press event, this will entice them to come to the event and try an activity they may have done never done before. Alongside the tote bag, the curiosity box holds mini items relating to Relish, the press release, recipe cards for the receiver to do at home with little pouches of ingedients, their fold-out invite.
As Relish continues to grow so will it’s social media platforms, keeping their target audiences engaged and reacting to their platforms is very important. The way Relish will do this is through the use of good quality images documenting the food, drinks, and interior. They create content for their consumers to interact with such as Spotify playlists and videos of workshops that have taken place. The use of competitions is one of the most important ways to gain followers and engagement, the use of a strong entry mechanic gets people tagging, hash-tagging #relishthemoment and sharing their posts to will help them gain a wider target reach.
Prior to the launch of Relish’s social media launch and the announcement of Relish, Oliver Bonas will tease the brand to create a conversation about the new venture. Teasers will be announced from 2 weeks before with small clues of what the new brand extension is going to be. After the announcement, a competition will be posted to help gain followers and awareness of Relish.
EDITORIAL FOR REFINERY 29 – After the press event, Refinery 29 produce an article to promote Relish to its target audience. By doing this it will introduce the brand to Refinery 29’s viewers and audience as well as exposure for Oliver Bonas.
After Relish has become an established brand in London, a pop up shop will travel around the UK in large cities giving out free coffee as part of the mini #giftofgiving campaign. Since the shop is only in selected cities for just a limited time, customers are more likely to come
out and visit the pop up. The space will help Relish test out what it would be like to have a space in this location at just a fraction of the cost.
# G I F T O F GIVING
The pop up shop concept is based around giving their consumer something that brings them joy for free, something as simple as a cup of coffee. A competition to run alongside the pop-up shop to win a 5* trip to London with Relish, by linking the pop-up shop to a competition it will draw attention to the brand from new and existing customers. The #giftofgiving hashtag and campaign run alongside the #relishthemoment hashtag, these campaigns/hashtags resonate with the values of the brand.
A piece of street art has been created in London to promote the brand, the reason for creating a piece of street art instead of a Billboard is it relates to what the brand stands for, being creative and innovative. By promoting in this way, it speaks directly to their target customer and will have the highest number of views from people just passing by.
The ‘Relish it at home’ boxes have been designed for customers to take away a slice of Relishing the moment and the creative mentality home with them. Each box is designed for the customer to create a lovely experience at home with friends and family, included are Oliver Bonas and Relish products which are placed inside to promote the brand.
A gift wrapping and delivery service have been put in place as a part of the workshop activities. If an item has
been created that a customer would like to gift, Relish’s gifting service will gift box and deliver it straight to their
door. The boxes have been designed to fit through letter box’s making the service simple and convenient.