Pfitz.me_ICM_Diemen-lowres

May 30, 20161 like238 views

This document discusses the development of Pfitz, a wall-mounted baking dish and design object inspired by a traditional German recipe. It outlines the branding strategy, which focuses on health, simplicity, and storytelling. The document also describes plans for intellectual property registration, visual identity design, digital marketing, product positioning, and an initial market test. The goal is to modernize a forgotten recipe through a combination of physical product and online content.

An escalated sunday
morning discussion
by
Ine Voets
pfitz.me

Experience
girls 30 minutes in
front of the oven

Video link EKWC
https://www.youtube.com/watch?
v=bRWx1PnFb28

a handmade
design object
for a simple food
experience

based on a forgotten
recipe from the south
of germany

http://www.pfitz.me/de/pfitzauf-swr-
essgeschichten/

Video link SWR
https://www.youtube.com/watch?v=-
f-4Rzpcpdw

Core values
Healthy
• be good for the environment and to yourself
• know what you eat
Down to earth
• simple food experience
• easy to integrate in daily life (new tradition)
Twist
• modernize the recipe (add ingredients)
• story telling (30 minutes, special moments, …)

Strategy
Naming
• Pﬁtzauf (.de)
• Pﬁtz (international with a german twist)
• pﬁtz.me
• Pﬁtz me, please! Take me from the wall!
Colour
• Red! If in doubt: RED!
• Positioning on one colour alone!

IP - intellectual property
€ 900.-
€ 1.200.-
Register (TM)
Legal check 3 month
Publication 6 month
Registered (R)
https://euipo.europa.eu/ohimportal/en/
Pfitzauf unknown!!!

Visual identity - Graphical style
Eier MehlSalz
3
0,4
liter
220
gram
Milch
200˚
30’
Basisrezept
™

Product-Service Strategy
Combination of a product and a service
• The wall object
• Digital platform with recipes and social stories
• Content strategy (write content for SEO)
• pﬁtzauf.de: Google: Pﬁtzauf + kaufen

• Google+ account good for SEO

• pﬁtz.me

two basic principles to start with
1. simple
‘easy to use’
durable baking form
2. nice to look at,
‘hanging object’
in the kitchen

Positioning
Wall object with a story and functional benefit
vs.
Baking dish that can be put on the wall
Design object
vs.
Baking mould

Two possible strategies
High price wall object
• ceramic with pop-up book
• special edition
Low price new production
• metal
• light weight
• easy to send

Question
What comes to your mind when you hear our
Pfitz story?

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Pfitz.me_ICM_Diemen-lowres

1. An escalated sunday morning discussion by Ine Voets pfitz.me

3. Background story

4. Fresh & healthy bread

5. Mother in law

6. Pfitzauf - traditional friday dish

7. Experience girls 30 minutes in front of the oven

8. Internet search

9. from sketch to Rhino 3d

11. Video link EKWC https://www.youtube.com/watch? v=bRWx1PnFb28

12. Milano - Fuori Salone

13. What is Pfitz?

14. a wall object and baking dish

16. a handmade design object for a simple food experience

18. based on a forgotten recipe from the south of germany

21. http://www.pfitz.me/de/pfitzauf-swr- essgeschichten/

22. Video link SWR https://www.youtube.com/watch?v=- f-4Rzpcpdw

23. Statistics

26. Branding

27. Core values Healthy • be good for the environment and to yourself • know what you eat Down to earth • simple food experience • easy to integrate in daily life (new tradition) Twist • modernize the recipe (add ingredients) • story telling (30 minutes, special moments, …)

28. Strategy Naming • Pfitzauf (.de) • Pfitz (international with a german twist) • pfitz.me • Pfitz me, please! Take me from the wall! Colour • Red! If in doubt: RED! • Positioning on one colour alone!

29. Registered in the EU - OAMI HABM

30. IP - intellectual property € 900.- € 1.200.- Register (TM) Legal check 3 month Publication 6 month Registered (R) https://euipo.europa.eu/ohimportal/en/ Pfitzauf unknown!!!

31. Visual identity - Graphical style Eier MehlSalz 3 0,4 liter 220 gram Milch 200˚ 30’ Basisrezept ™

32. Postcard

33. Digital

34. Market test

41. Strategy

42. Product-Service Strategy Combination of a product and a service • The wall object • Digital platform with recipes and social stories • Content strategy (write content for SEO) • pfitzauf.de: Google: Pfitzauf + kaufen • Google+ account good for SEO • pfitz.me

43. search: ’Pfitzauf kaufen’

44. Positioning

45. two basic principles to start with 1. simple ‘easy to use’ durable baking form 2. nice to look at, ‘hanging object’ in the kitchen

46. Positioning Wall object with a story and functional benefit vs. Baking dish that can be put on the wall Design object vs. Baking mould

47. Two possible strategies High price wall object • ceramic with pop-up book • special edition Low price new production • metal • light weight • easy to send

48. Questions

49. Question What comes to your mind when you hear our Pfitz story?

50. www.pfitz.me

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Pfitz.me_ICM_Diemen-lowres

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