LunchMate: Enjoy Your Meal Again - A Fresh Approach to Lunch

LunchMate Jesy Diera RAMANANDRAY M2 DMEB 2024 THE BRAND The Brand Product Overview : LunchMate is a high-quality, thoughtfully designed lunch container that seamlessly integrates utility with a refined aesthetic. With matte-finished surfaces and muted color choic...

LunchMate Jesy Diera RAMANANDRAY M2 DMEB 2024 THE BRAND The Brand Product Overview : LunchMate is a high-quality, thoughtfully designed lunch container that seamlessly integrates utility with a refined aesthetic. With matte-finished surfaces and muted color choices like deep green, charcoal, and soft pastels, it offers a stylish yet understated look that suits modern tastes. Featuring a modular, stackable design, it allows users to adjust the container to their meal needs— whether a small snack or a multi-course meal—while maintaining a compact, portable form. Special Feature with premium category: Heated compartments: a built-in heating element keeps food warm, providing a freshly-prepared feel The Brand How did we come up with the idea ? LunchMate was born from the need to bring the comfort and joy of home-cooked meals to the hustle and bustle of modern life. And let's face it, we live a crazy life, often forgetting the simple pleasures and essential things. Even since Antiquity, many writers, poets, and philosophers have argued that eating and sharing a meal are among the greatest pleasures of life. We exist to challenge the status quo of rushed, unhealthy eating habits among youth. Our purpose is to revolutionize the lunch experience. We believe that every meal is a chance to reconnect, reset, and truly enjoy the moment. The Brand Story behind the name : The name "LunchMate" clearly communicates the product's purpose—it's a companion for lunch. The term "mate" evokes a sense of friendship Making it more than just a product—it becomes part of enjoyable meal experiences. The alliteration in "LunchMate" makes it catchy and easy to remember. The name is versatile enough to allow for future expansion into other related products or services without losing its core identity. The Brand We want LunchMate to be seen as: Reliable and High-Quality: known for being durable, practical, and well-designed. Customers can rely on LunchMate for a seamless lunch experience. Friendly and Approachable: lunchMate should feel accessible and user-friendly, a companion that understands the little annoyances of everyday life and offers simple, effective solutions. Inspiring: a brand that promotes well-being and encourages people to take joy in their meals  Persona 1: Students Lifestyle Needs: students are often juggling classes, part-time jobs, and social activities. They rarely have the luxury of time to prepare or enjoy meals, so convenience and portability are essential. Challenges: they face long queues for microwaves, limited campus dining options, and often default to quick, unbalanced meals (like fast food or sandwiches). LunchMate’s Solution: with its convenience, LunchMate allows students to have warm, balanced meals without waiting, helping them stay energized and focused. Additionally, the product’s stylish and practical design appeals to students who value products that fit their on-the-go lifestyle without sacrificing aesthetics.  Persona 2: young professional Lifestyle Needs: Young professionals often experience busy workdays, with little time for extended lunch breaks. Many are health-conscious and desire balanced, homemade meals to fuel their productivity and well-being. Challenges: They encounter time constraints, the need for nutritious meals, and a preference for solutions that align with a mindful, sustainable lifestyle. LunchMate’s Solution: LunchMate provides a dependable, stylish way to bring homemade meals to the office, without compromising on quality or convenience. Its design and durability fit seamlessly into a professional setting, offering them a reassuring, health-focused choice that supports their work-life balance. Objective : awareness Given its position as a new e- commerce brand, LunchMate must prioritize building brand awareness through a strong narrative and a memorable brand story that resonates with its target audience. To ensure top- of-mind awareness THE STORY 10 The structure of the story SETUP STRUGGLE SOLUTION Once upon a time, in a world where time seemed to slip through our fingers like sand, two souls found themselves caught in the relentless rhythm of modern life. Emma, a bright-eyed 18-year-old university fresh woman, and Thomas, a driven 29-year-old marketing associate, were unwitting participants in a daily race against the clock. Wake up, go to work/school, Emma's days blurred into a chaotic whirlwind of lectures, study sessions, and part-time work. The constant juggle left her feeling disconnected and yearning for a taste of home. Microwaved meals became her norm, eaten hastily between classes, robbing her of the joy and nourishment she once found in food. Thomas, trapped in a cycle of endless meetings and looming deadlines, found himself sacrificing self- care for productivity. Lunch breaks became a luxury he couldn't afford, often settling for vending machine snacks or skipping meals altogether. The simple pleasure of a relaxed meal seemed like a distant memory. Both Emma and Thomas found themselves trapped in a cycle. Each day was a monotonous loop, a relentless cycle of wake, work, eat, sleep, repeat. “Here we go again,” became their daily mantra—a phrase that encapsulated the monotony of their existence. Each day was a mirror image of the last, a relentless routine that drained their energy and stifled their spirits. The vibrant hues of life seemed to fade into a dull, monochromatic palette. The once-promising future now appeared as an endless expanse of sameness, a bleak horizon devoid of excitement and joy. They were losing themselves in the relentless pursuit of more. Deep down, they both longed for this relentless cycle to stop. One fateful day, both Emma and Thomas stumbled upon a quaint café tucked away from the city's hustle. Behind the counter stood an old man with kind eyes and a gentle smile. "Sit down," he said. "Life moves fast enough. Let's slow down and enjoy again." As they shared their struggles with the old man, he nodded knowingly. He reached beneath the counter and presented them with a beautifully crafted lunch container—LunchMate. As he unveiled it, a soft glow emanated from within the container, illuminating their faces with a warm light that felt almost magical."This," he said with reverence, "is your daily reminder to pause, to nourish your body and soul, and to enjoy again". The air around them seemed to shimmer as he spoke, filling them with an unexplainable sense of hope and possibility. Emma and Thomas exchanged glances filled with wonder as they accepted their LunchMate. In that moment, it felt as if time itself had paused—a fleeting glimpse into what life could be if they embraced this new philosophy. LunchMate became their companion in reclaiming moments of peace amidst the chaos. For Emma, it transformed into a portable piece of home, filled with comforting meals that grounded her between classes. For Thomas, it became his ticket to rejuvenating lunch breaks in the park, away from the office's constant demands. But LunchMate became a movement. It challenged the notion that fast-paced living meant sacrificing quality of life. It encouraged a return to mindful eating, promoting better health and well-being. Most importantly, it reminded its users that every meal was an opportunity to pause, reset, and ENJOY AGAIN. ENJOY AGAIN !  “Enjoy again” is the main theme of the story ENJOY that LunchMate will tell. AGAIN ! It resonates with a universal human desire: to reclaim joy and simplicity in our busy lives. It taps into the nostalgia for slower times, a yearning for connection, and a longing for moments of peace.  This can take the form of infinite messages, ENJOY such as : AGAIN ! “Enjoy time with friends and family again” “Enjoy finding yourself again” “Enjoy the simple things in life again” “Enjoy home-cooked meal again” “Enjoy living again” “Even in imperfect days, enjoy again”... And the list goes on  While many lunch solutions focus on ENJOY convenience or nutrition, centering on the AGAIN ! concept of enjoyment sets LunchMate apart. It shifts the conversation from mere sustenance to a more holistic view of mealtime as an opportunity for pleasure  There's a growing awareness of the ENJOY importance of mindfulness and taking AGAIN ! breaks for mental health. LunchMate's message aligns perfectly with this trend, positioning the brand as a facilitator of well- being through enjoyable meal experiences.  "Enjoy again" serves as both a promise and ENJOY a gentle call to action, encouraging AGAIN ! consumers to reclaim their lunch breaks and find pleasure in their meals. This can drive both emotional connection and purchase decisions.  The "enjoy again" theme can be adapted ENJOY across various marketing channels and AGAIN ! product lines. It can inspire social media campaigns, packaging design, and even product development, ensuring a cohesive brand message. “Enjoy again” is not meant to be the only sentence seen everywhere but the foundation of anything else. COGNITIVE BIASES 10 Confirmation Bias The story confirms pre-existing ideas about the hectic nature of modern life and the loss of enjoyment in daily routines, which many people can relate to. This creates an emotional connection, making the audience more receptive to the product's solution. Brand personality and brand image 10  Brand Image : To keep everything Clean and modern consistant and coherent design with a touch of warmth according to the story : Emphasis on vibrant, appetizing food photography Brand Personality: Imagery showcasing diverse people enjoying Warm and inviting meals in various Thoughtful and mindful settings Innovative yet nostalgic Soft, warm color palette Empathetic and with pops of energetic understanding colors Energetic and positive Minimalist yet Reliable and trustworthy functional product design Visual elements that evoke a sense of comfort and joy  1. Social media platforms: Instagram, Facebook, TikTok, and LinkedIn channels and 2. YouTube channel media 3. Podcast platforms 4. Food and lifestyle blogs 5. Mobile app stores (iOS and Android) 6. Email marketing 7. Influencer partnerships 8. Traditional media: TV commercials, radio spots, and print ads in lifestyle magazines 9. Outdoor advertising in urban areas (bus stops, subway stations) 10. Workplace-focused platforms (for corporate partnerships)  Social Media Platforms (Instagram, Facebook, TikTok, LinkedIn): Instagram: Visual platform ideal for showcasing appetizing food photos and short recipe videos. Facebook: Allows for community building and sharing longer-form content. TikTok: Perfect for short, engaging video content that can reach a younger demographic. LinkedIn: Targets professionals, aligning with the work-life balance aspect of LunchMate's channels and message. media These platforms cover a wide demographic range and allow for varied content types, from visual storytelling to professional networking. YouTube Channel: Ideal for longer-form video content such as detailed recipes, user testimonials, and brand storytelling. Why this choice ? Rationale: YouTube is a go-to platform for instructional content, allowing LunchMate to provide in- depth value to users. Podcast Platforms: Allows for discussions on topics related to work-life balance, mindful eating, and wellness. Rationale: Podcasts are popular among professionals and can reach users during commutes or lunch breaks. Food and Lifestyle Blogs: Provides a platform for in-depth articles, recipes, and lifestyle content. Rationale: Blogs allow for SEO-optimized content that can drive organic traffic and establish LunchMate as a thought leader.  Email Marketing: Direct communication channel for newsletters, promotions, and personalized content. Rationale: Builds a direct relationship with customers and allows for targeted messaging. channels and Influencer Partnerships: media Leverages the audiences of food, lifestyle, and wellness influencers. Rationale: Expands reach and adds credibility through trusted voices in relevant niches. Traditional Media (TV, Radio, Print): Reaches a broader audience and adds legitimacy to the brand. Rationale: While digital is crucial, traditional media still holds significant reach and can target Why this choice ? demographics less active online. Outdoor Advertising: Increases brand visibility in urban areas where the target audience is likely to be. Rationale: Reinforces brand messaging in high-traffic areas, reaching professionals during their daily routines. Workplace-Focused Platforms: Targets corporate partnerships and reaches professionals directly.  1. Video showcasing the story Example of 2. User-generated content of LunchMate experiences 3. Recipes and food preparation tips content to be 4. Mindful eating guides and resources produced 5. Time-lapse videos of meal prep using LunchMate 6. Infographics on the benefits of taking proper lunch breaks 7. Podcast episodes featuring discussions on work-life balance and mindful eating 8. Blog posts on topics like productivity, wellness, and enjoying life's simple pleasures 9. Interactive social media polls and quizzes about lunch habits 10. Virtual "lunch and learn" sessions for corporate clients 11. Collaboration content with nutritionists and wellness experts 12. Behind-the-scenes looks at LunchMate's design and Every content will manufacturing process 13. Seasonal content tying into holidays and events always evoke the 14. Newsletter about mindful cooking practices main theme of... “enjoying again” ENJOY AGAIN THE CAMPAIGN 10 Video storyboard Frame 1: Introduction to the Fast-Paced World Camera Angle: Wide shot / Establishing shot Visual: A bustling city scene with blurred motion—people rushing through a busy metro station, trains arriving and departing quickly, and cars zipping by.  Frame 2: Daily Routine Visual: Split screen showing Emma in a crowded university hallway (students rushing past) and Thomas in a corporate office (meetings happening simultaneously).  Frame 3: Feeling Overwhelmed Visual: Close-up shots of Emma looking stressed as she juggles books and coffee, and Thomas sighing at his desk while glancing at his overflowing calendar.  Frame 4: The Weight of Routine Montage with various medium shots Visual: A montage of Emma and Thomas going through their repetitive routines. Split image of both eyes waking up saying “here we go again”. Rushing to the metro/driving. sitting, stressing microwaving meals, eating hastily at desks, and checking their watches. Frame 5: The Hidden Café Camera Angle: Tracking shot Visual: Emma and Thomas separately walking down a quieter street, discovering a quaint café with warm lighting glowing invitingly amidst the urban chaos. Frame 6: Meeting the Old Man Camera Angle: Low angle shot Visual: Inside the café, an old man with kind eyes welcomes them with a warm smile as they enter, contrasting with the fast-paced world outside. Frame 7: Sharing Their Struggles Camera Angle: Over-the-shoulder shots Visual: Emma and Thomas sharing their frustrations with the old man over steaming cups of coffee in a cozy corner of the café. Frame 8: The Magical LunchMate Reveal Camera Angle: Close-up shot Visual: The old man reaches behind the counter and reveals a beautifully crafted LunchMate container glowing softly in the warm café light. Frame 9: The Transformation Begins Camera Angle: Medium shots Visual: Emma packing her LunchMate with colorful, homemade meals with her friends; Thomas enjoying his lunch in a serene park under a tree, contrasting with their earlier chaos. Frame 10: Moments of Joy Camera Angle: Montage with various close-up and medium shots Visual: Emma enjoying her meals between classes in peaceful settings and Thomas taking relaxing breaks at work with his LunchMate. Frame 12: Conclusion - Camera Angle: spitting screen, close up to their eyes Visual: Emma and Thomas waking up saying “A day to enjoy again” Website and UX 10  Home Page content To tell the story of "enjoy again," the content should focus on engaging customers, highlighting the joy of cooking and eating, and emphasizing the brand's mission. Here are examples of what should be seen on the e-commerce site, along with suggested sentences for the home page: Hero Banner:"Rediscover the Joy of Life" Tagline:"Enjoy your meal again" Pictures of young people eating, enjoying their meal (“Enjoy your meal “ Used to wish someone enjoyment of the meal they are about to eat fits well in this context. ) 9  Product Page Immersive visuals: High-quality images and videos showcasing real users in everyday situations, using the product naturally and authentically. Impactful testimonials: Customer testimonials highlighting the benefits experienced (well-being, time- saving, renewed pleasure) and the emotions associated with the product. Interactive elements: Quizzes or questionnaires to personalize the user experience and help them find the ideal product. 9 Blog and Editorial Content: Key themes: Wellness, nutrition, balance, productivity, student life. Engaging titles: "5 Quick and Healthy Recipes for Energizing Lunches" "Why a Mindful Lunch Break Changes Everything" Diverse formats: Blog posts, infographics, short videos, recipes, expert interviews. Call to action: Encourage readers to share their experiences, leave comments, and subscribe to the newsletter. 9  LunchMate Jesy Diera RAMANANDRAY M2 DMEB 2024 Thank You !