Background
Our goal was to create an authentic brand story that aligns with current developments and behaviors (linked to four current trends: sustainability, personal health, packaging technology, media and technology). In doing so, we had to use all communication technologies, such as AR/VR. Through research and interviews with visitors, employees, owner Frans Voncken and his successor Julien de la Haije, we figured out our ingredient list (the design requirements): 1) Environmentally friendly, 2) Offering experiences (at home), 3) Experiencing with Augmented Reality and 4) Personal stories. With those, we created the History Box.
Target group
We visited Bakkerij Voncken in Brunssum and Kerkrade to observe their stores and learn more about their customers, target group and values. In Brunssum, the target group seemed to be broader, with families and young people. In Kerkrade, there were more older customers. Based on our observations, we created an empathy map to better understand the needs, frustrations and motivations of Bakkerij Voncken’s customers. Our observations and the empathy map allow us to respond more specifically to the needs of customers in both locations.
Challenges
We evaluated several concepts for their alignment with Voncken’s values and target audience. We answered the following questions: 1) Which concept best fits Voncken’s values and the target group? 2) How can we make the current target group more loyal and attract new customers?
We studied marketing strategies of other bakeries. We analyzed their social media channels, positioning and differentiating factors. This provided valuable insights for our concept.
We used the Brandscaping model to develop a business model and marketing plan. This model focuses on engaging customers in the brand story.
We took inspiration from my research paper called “Packaging a story differently.” This paper focuses on creating a personalized experience with a brand, for example by optimizing AR and unboxing.
The process
The Historybox is a unique box that takes you on a journey through Brunssum’s time. In each box you will find a theme from the past, with related products, stories and interactive elements.
We started with two themes: 1) Carnival: Experience Brunssum’s vibrant carnival culture with delicious treats and fun activities, and 2) The Mines: Dive into the rich mining history of South Limburg and discover the connection with Bakery Voncken.
When we found out we were incorporating a box into our concept we started brainstorming about the box. What is a nice shape for a box that you buy bread in? How can you store bread well (for sustainability), and how can you reuse it (for sustainability) and that also reminds you of the past? For this, we chose the bread box that was commonly used to store bread. With this box I also wrote a historical letter for in the box, with a short introduction about the box and the theme. It takes you into the life of a mining family.
In addition to this, we also explored AR. We added interactive polaroids that come to life with AR technology. Scan the code on the polaroid and watch unique videos about Brunssum’s mining history.
The box has been tested at the two locations of Voncken and was enthusiastically taken up.
