The presentation given by Laura Macaulay and Kristina Moody on his work on Ka Tutandike labelling as part of Value Added in Africa during Outstanding By Design on May 10th 2014 in Highbank Organic Orchard. You can see more here: www.biabeag.com You can see more here: www.biabeag.com

2. 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

3. Value Added in Africa

4. 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

5. Examples of VAA Rebranding
Meru Herbs Pasta Sauce, Kenya
Naturub Herbal Balm, Kenya

6. Ka Tutandike “Let’s Get Started”
Community outreach/ECD

7. “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:

8. Local Market

9. Establishing Sustainable Bee Keeping Projects for Young Women with Disabilities
Project Inspire Award

10. 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

11. Honey Making

12. 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

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

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.

15. 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.

17.
Original
Brand
Reac/on
to
Original
Brand

18. -­‐
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

19. -­‐
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

20. 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

23. 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.”

26. 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.

29. 1. Lead Theme: Quality

30. 2. Lead Theme: Provenance

32. 2. Lead Theme: Provenance

33. 3. Lead Theme: Social Inclusion

34. 4. Lead Theme: Empowering Women

35. Evolution of an Idea

36. 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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37. Survey Questions

38. “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

39. 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

40. Final product visualisation

41. Rollout

43. 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”

44. 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

45. 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

46. 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

47. 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,