Brand strategy - Southern Maid Donuts designed by Casa Consulting Group

For any long-established business, expanding into new markets is the key to future success. The trick is to reference the traditional while finding new and innovative ways of presenting the product.

Design consultancy firm Casa Consulting Group (CCG) was tasked with creating just such an environment for US-based doughnut company Southern Maid Donuts when it opened four outlets in Auckland, says project director Louie Kang.

"Southern Maid Donuts is a well-known brand in the USA. However, the US design concept was thought too traditional for the New Zealand launch. CCG developed the rebranded concept for three takeaway outlets and a cafe, complete with gallery kitchen to view the product being made."

"The cafe is in one of Auckland's more prominent new buildings, Ironbank, and features three fully glazed exterior walls. Because the street frontage is very narrow, we needed to create maximum impact," says Kang. "We chose a mix of high gloss and matt lacquer finishes and incorporated a Kiwi icon, the weatherboard, into the street frontage.

"While not strictly in keeping with the tradition of the company, the weatherboards act as a visual cue to New Zealanders a reference to our own history. This works to create a sense of longevity in the minds of Southern Maid customers."

The design along the side wall was carefully detailed to ensure a seamless flow between all elements. The colour palette includes the traditional green, while introducing a new pink franchise colourway. Directional lighting was employed to highlight the main design features of the shop, such as graphical elements, logo and storyboards.

"The challenge was to maximise the exposure of the shop within the limitations of its narrow footprint," says Kang.

CCG worked closely with main contractor Inex Construction from concept through to completion to ensure the original design intent was realised as a high-quality outcome for the client, says Kang.

For more information, contact Casa Consulting Group, Unit M, 57 Apollo Drive, Mairangi Bay, Auckland 0632, phone (09) 973 5758. Website: www.ccg.net.nz.

To contact Inex Construction, phone 021 242 7748. Website: www.inexconstruction.co.nz.

Story by: Trendsideas