PROBLEM SOLVING
As a new pop-up mall located in the East End neighborhood of Milwaukee, BoxPark introduced a new sushi bar. BoxPark Sushi needed to create a strong presence in a market already full of sushi bars and Japanese bistros. The solution was to target the 45% of Midwesterners who have never tried sushi.
The target market are young professionals who want to love sushi and to belong among their sushi-loving friends and colleagues whom they admire; but they are squeamish about trying it. The strategy positions BoxPark Sushi—not as foreign food, but—as an everyday adventure supported by the tagline: Experience exotic every day.
The BoxPark brand will appeal to their esteem and self-actualization needs in Maslow’s hierarchy. It will also appeal to their need for diversion in Settle and Alreck’s shopping list of needs—the need to relax, have fun, escape from routines and be entertained (Felton, 2013, pp. 26-30). This strategy presents an opportunity to convert non-users, expand the general sushi market in Milwaukee and reap the benefits for BoxPark Sushi.
Geography
The Geography branding uses blues, greens and golds to mimic the colors of the outdoors. It emphasizes the peaceful, natural surroundings and outdoor adventures to be found in the Atlas Mountains, cactus fields and neighboring valleys. It beckons its audience to escape the busyness of life for the restful beauty of marvelous Marrakesh.
Tradition
Marrakesh’s Traditions branding draws attention to the luxurious palaces and rich, historic architecture which are prominent throughout the city. The Marrakesh culture is very friendly and hospitable. Therefore, the color palette is warm and welcoming.
Modern Culture
Marrakesh is called the Red City because of its clay walls. The other colors in the palette capture the city’s youthful energy with its street artists, colorful souqs (open markets), lively nightlife and unique cuisine. The target is mostly young millennials looking for a high octane getaway.
As a new brand in a crowded market, it was critical that BoxPark set itself apart from the pack. Early logo sketches sought to reach out to non-users by making sushi (i.e. chopsticks) seem less “foreign” (scary, distasteful) and, instead, re-cast it as an everyday adventure.
In pursuing a new target market, BoxPark further set itself apart by introducing a more youthful, creative color palette than its competitors. However, primary research indicated that the colors above did not communicate energetic, fun and friendly—BoxPark’s brand personality. So the colors were tweaked to achieve a better outcome.
The brighter colors of the updated color palette say life, renewal and abundance. The utensils present a mash-up of West and East, the familiar and the exotic. The new branding will better reach a new market of sushi virgins that BoxPark can, over time, nurture into aficionados—thereby building the market and the brand.
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