2011 Winners & Shortlists

Brief Explanation

The outlet was starting from scratch in a fairly saturated market in an upscale community. Quality of products and a high level of service were important perceptions to achieve, while aiming to develop a personality for a new deli / store. Budgets were a bit limited, so the idea had to be effective.

The Brief

Our client wanted to start a small deli/bakery/grocery store to service an upscale residential community. With fresh breads, sandwiches, coffees and typical convenience goods, they required a brand that would appeal to customers who are bored by the sameness in convenience retail. The intention is to ultimately franchise the brand, and therefore required a distinct personality with clear brand rules and applications. The brand and outlet needed to have an 'independently owned' feel, representing a personal approach to convenience retail.

How the final design was conceived

An Italian sounding name was developed and a supporting ‘handmade’ brandmark was designed to reflect the personal nature of this deli. We created a distinct brand style with recycled / eco-friendly materials and quirky illustrations, relating to a simple life, representing fresh goods and produce sold with care. These illustrations permeated the interior environment, packaging, signage and printed brand applications.

Indication of how successful the outcome was in the market

The outlet is still quite new and services a small catchment area in this upscale community, but has grown tremendously in popularity. Regular customers frequent Mezze Mia for the convenience and quality it offers. The client had originally intended to franchise, this strategy is currently being explored.