Week 6

Final Product

After researching in-depth and exploring my brand Kapiti, I have gained a huge amount of knowledge on what the brand is about and how it communicates to its target audience. My final dossier includes a useful amount of information regarding the brand and addressing its rivals, strengths and weaknesses.. etc.. I believe that the black, white and grey design appeals and fits with the Kapitis exotic style and aesthetics.

Week 5

Design

From doing some research of Kapiti's style and aesthetic I started to design and make the dossiers background and style. The end result I was trying to establish was a sleek and simple design with the use of simple colours and an easy to follow layout. From this template and design, I was ready to add all of my research and information regarding.

Week 4

Feedback

After getting a better perspective and view on my brand, I was to interview and give out a survey in which I would interview Kapiti ice cream consumers. This interview would look at and get their take on what the ultimate Kapiti Ice Cream experience would be. From my interviews that I had taken out, I found that a lot of people think of exotic and sleek elements, for instance the fact that people imagine a stylish or modern vehicle that would pick them up. At this stage in my research process I was able to start looking at different designs and ideas for the make up of my dossier.

Week 3

Brand Summary

After going over the Brand Identity Blueprint, I got a better take and perspective on what the company was trying to achieve and publish. It's rational features include the defining feature of its exotic and rich flavours, something that it strives to illustrate as a key marketing and sell point. It also aims to sell an aesthetically modern and appealing design. Its brand values include the intend to achieve a classy and erotic feel through its stricken and complex flavours. In conclusion, its Brand Essence is "A rich and exotic flavour of Kapiti reinvigorates the motion that you are treating yourself.

Week 2

Target Audience

Kapiti Ice Cream attracts towards an audience of adults with no kids, or young kids trying to "get a piece of the high life. It appeals to these two audiences through the use of its fancy and aesthetically  good looking packaging. By its middle to high price range, it sits as an ice cream that can be bought by an adult couple as a good quality and appealing product, that is something that is not to expensive to be considered something to be a special occasion or a one off purchase. By its frequent and common place in restaurants and the movies. Kapiti appeals as an ice cream for a younger adult audience that would like to "get a piece of the high life" or treat themselves. Its image and psychographic appeal looks to represent the consumer in a nightlife setting and lifestyle. By its use  of fancy and expensive items surrounding the ice cream, Kapiti's demographic appeal represents a consumer of important socio-economic status, and persuasion of a female's ice cream. Its association with wealthy and expensive assecories without displaying Ice cream show its aim to represent and target towards these audiences.

Rush Munro

In the Ice Cream market and industry, Rush Munro Ice Cream has accustomed itself as a main competitor and rival of Kapiti Ice Cream. Rush Munro established itself in 1926 in Hastings, New Zealand. It was instated as a luxury confectionery by its use first-rate 100% natural ingredients hand made and churned. With its classic and definitive range of flavours available through common supermarkets and outlets throughout New Zealand, Rush Munro's Ice Cream is iconic and well known by parents and children alike. Its classic and simple design and flavour selection appeal to a large audience in adults and children. By its established brand and trustworthy produce, Rush Munro appeals as an Ice Cream for a family. Its simple design and old style also appeal to an older audience as an ice cream that has established as a classic.

Week 1

Kapiti Ice Cream

Establishing in 1984, Kapiti Fine Food ltd began as a small cheese shop and boutique factory at Lindale Tourist Complex on the Kapiti Coast. In 1997 Kapiti Fine Food ltd started making Ice Cream and Sorbet. Since they established Kapiti ice cream has provided  a large range of exotic and extravagant flavours, themed and inspired by New Zealand. Kapiti also serve and deliver their ice cream in most common restaurants and dispensed in cinemas.  Sitting in the Higher priced range, Kapiti ice cream aims to deliver a quality unlike any of its competitors. Because of its low produce and exclusiveness it is highly priced and is one of the more expensive ice creams on the market. Kapiti appeals to an older audience that is looking for exotic and rich flavours. By its use of design and aesthetically look, Kapiti positions itself on the middle to high class range of Ice cream.

After doing some further research over the weekend, we were able to get a better look on the Ice cream market by going out and purchasing and comparing our product. From visiting different supermarkets and stores we could come to the conclusion that at Wellingtons; New World Metro, Kapiti was $11.90, Moore Wilsons, Kapiti was $9.04, Countdown, Kapiti was $9.50, Pak N'Save, Kapiti was $10.49. What was interesting is that Kapiti was positioned in the middle shelf for eye level acquiring.

Kapiti communicates its product, by creating a design that is visually and aesthetically pleasing to adults and young adults looking for a treat. This product reflects and illustrates a fancy/expansive lifestyle that aspires to its target audience.