YOUFOODZ

YOUFOODZ

YOUFOODZ

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THE PROBLEM

We saw a massive decline in weekly orders WOW and the selection of meals on the menu were feeling old and out of season.

In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bail swing. That canoe on a lake. That Iceland plane.

In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bail swing. That canoe on a lake. That Iceland plane.

Design a campaign to roll out across all touchpoints that will increase revenue, attract new customers and create brand awareness. While Taking advantage of the winter menu launch as this is the biggest of the year for home deliveries.

PROJECT GOALS

PROJECT GOALS

1 

BRAINSTORM UNIQUE CONCEPTS

2 

CREATE VISUAL STORY ACROSS DIGITAL & PRINT


INCREASE HOME DELIVERIES

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DYNAMIC HTML5 ANIMATED BANNERS
DYNAMIC HTML5
ANIMATED BANNERS


INTERACTIVE ONLINE EXPERIENCE

RESEARCH METHODS

RESEARCH METHODS

STRIVING TO UNDERSTAND OUR CUSTOMERS WE CONDUCTED A RANGE OF RESEARCH METHODS TO GAIN A BETTER UNDERSTANDING OF THE HOME DELIVERY RETAIL LANDSCAPE. MY INTENTION WAS TO UNCOVER THE BEST WAY TO TARGET THE USER FROM ALL THE INFORMATION GATHERED THROUGH ALL RESEARCH METHODS. LEARNING ABOUT THEIR FRUSTRATIONS AND HOW WE CAN GAIN A BETTER UNDERSTANDING OF HOW TO APPEAL TO THEM.
STRIVING TO UNDERSTAND OUR CUSTOMERS WE CONDUCTED A RANGE OF RESEARCH METHODS TO GAIN A BETTER UNDERSTANDING OF THE HOME DELIVERY RETAIL LANDSCAPE. MY INTENTION WAS TO UNCOVER THE BEST WAY TO TARGET THE USER FROM ALL THE INFORMATION GATHERED THROUGH ALL RESEARCH METHODS. LEARNING ABOUT THEIR FRUSTRATIONS AND HOW WE CAN GAIN A BETTER UNDERSTANDING OF HOW TO APPEAL TO THEM.

1 

1 

CUSTOMER & RETAILER INTERVIEWS
CUSTOMER & RETAILER INTERVIEWS

2 

2 

MARKET RESEARCH ANALYSIS
MARKET RESEARCH ANALYSIS



CUSTOMER SURVEYS
CUSTOMER SURVEYS

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4

DESIGN WORKSHOP
DESIGN WORKSHOP



PROTOTYPING
PROTOTYPING

OUTCOMES

OUTCOMES

NEW AUDIENCES ARE THE LIFEBLOOD OF THE BRAND
NEW AUDIENCES ARE THE
LIFEBLOOD OF THE BRAND

A new range of meals needs to be developed to reinvigorate the menu on a more seasonal timeline. Alongside the new menu launch, a brand campaign needs to generate excitement and spark interest to potential new customers. 

In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bail swing. That canoe on a lake. That Iceland plane.

In a saturated market, Topdeck has lost its brand identity in the youth group travel sector. Instagram travel pics are inspiring but much like Topdeck it's starting to feel artificial and superficial. That Bail swing. That canoe on a lake. That Iceland plane.

Research into the preprepared meals category found that individuals struggled with the product being sold fresh and not frozen like all of our competitors. To win this new audience a strong brand campaign was needed that would be educational, visual and inspiring.

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Project-YF-Winter_04

Australia always was and always will be Aboriginal land. I acknowledge this fact and I do my utmost to pay respect to the traditional custodians of the land where I live, learn and work.

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