BRU Caf Design Brief

Background Unilever: Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. Two out of three Indians use Hindustan Unilever products. From feeding your family to keeping your home clean and fresh, our brands are part of everyday life. The mission of HUL is to add vitality to life". The company meets every day needs for nutrition, hygiene, and personal care, with brands that help people feel good, look good and get more out of life. Given the background, with HUL s position as a player with dominant brands in both Coffee and Tea category and a wide portfolio of food products; this provides a unique opportunity to leverage the strength of our well established brands to create a service model that would allow us to build preference for our brands while also adding a sizeable turnover to the Foods business. Given the size and opportunity of the caf business, BRU became the natural choice for leveraging this opportunity. BRU: The current architecture and size of the turnover of the brand across the formats (as defined within the category) and where they are sold is given below

BRU Architecture - Current

Instant Coffee 255cr.

R&G 77cr.

Cappuccino (Ice & Hot) 15cr.

HTS 45 cr. Total OOH 60cr. Values: 2009 Turnover (Rs. Cr.)

Euromonitor / Nielsen 2006

One of the key value drivers identified for the category is Rise in conversation over Coffee , which means a direct correlation with increase in out of home consumption for coffee as there is an increasing trend to socialize in cafes (especially in 10 lakh plus towns)

For BRU the need of the hour is to extend itself to the category definition of what coffee is and proactively drive the opportunity for coffee experience, as it is clearly a segment of tomorrow & is a clear approach to contemporarise and premiumize BRU in the coffee space by driving imagery. Coffee Experience model is an opportunity which can be utilized to deliver the dual objectives of : 1. Building expertise and coffee credentials for BRU in the coffee category and get an imagery ruboff on the products portfolio (current and new innovations planned) 2. Another important value driver identified for the category is, bringing out of home experiences in-home . Cafes will provide a unique space and an exclusive retail channel to drive this opportunity through gourmet coffees as well BRU currently is y y y y Number 1 coffee brand in India Enjoys a rich heritage, came into existence in 1962 under the brand name Deluxe green label Consistently offering better and newer products to the consumer through improved packaging solutions and innovative product formats Enjoys a strong presence at various out of home locations

BRU Brand Key

Values & Personality Spontaneous Smart Playful

Reasons to Believe Irresistible Aroma & Taste Essence Never a dull moment

Benefits Pleasant surprises over great coffee

Discriminator No one understands the role of coffee in relationships better than Bru

Insight Little surprises keep a relationship ticking.

Target Competitive Environment All beverages that people bond over. Filter Coffee & Teas People who wish their everyday relationships and interactions with people werent as mundane and predictable as they tend to be.

Root Strengths The Yellow Cup, Endearing Relationships, Happiness Begins with Bru Jingle

Heart and soul of the brand is Never a dull moment which came from the insight little surprises keeps a realtion ticking . Some moments in life are special and close to the heart and BRU wants to be an integral part of it. BRU makes the moments you spend with your loved ones more out of the ordinary and helps you discover new things about each other. BRU ensures that with its quality products every moment that you spend with the brand is enjoyable and lively.

Theme for the Caf Great coffee is an experience. We bring it alive. When you step into Bru Caf, you step into the world of coffee - an experience that is visual, aural, olfactive and gustatory. Name Tagline : BRU World Caf : For the love of coffee

Cafes today are not about coffee. This theme lets us bring the coffee back to the caf. It helps us to establish the coffee credentials and in future we can easily translate the out of home experience in home. The consumer takeout after a visit to World Caf: BRU knows coffee like no other Experience and Ambience World Caf exists to create a country of coffee enthusiasts. This is the caf for coffee obsessed. At World Caf, you don t just get the coffees from around the world but one can also know what every coffee stands for. Every time, one enters the caf, you spin the coffee globe and choose your stop. This is where the Turkish coffee Street comes alive and jostles for space with the plantation bars of Latin America and the Ethiopian Yrgacheffe Coffee. Taking forward the theme, every month one origin like Columbian or Brazilian comes alive with celebrations and song-dance rituals. The bean grinder on every table where a consumer can grind origin beans gives him another opportunity to express his obsession with coffee. World Caf will have primarily coffee inspired look and feel. The dcor will have inspiration from the coffee estates around the world. Waiters will be dressed as estate workmen. World Caf will have walls from the origins. So one wall has a shot of a Turkish street, while the other of a Morrocan coffee house with an Ethiopian coffee couch here and a Columbian coffee table there. Objective of the Brief Develop a retail design route for BRU Cafs to be launched across India in 3 formats: 1) Signature It is a larger caf which provides the complete Food and Beverages offerings with the experience. Average size of a signature caf is 700 square feet of carpet area. Will be in high street locations and examples will be Costa Coffee at Juhu, CCD at Juhu PVR or Barista at Bandstand 2) Shop in shop/ stand alone Here Food and Beverages offerings and experience will be as close to Signature as possible. But it will be curtailed by the location. This will be situated within a mall at the atrium or on the floor where there is a multiplex/ food court. It can also be in selective institutions and office spaces. Average size of the caf will be 500 square feet of carpet area. Example for shop in shop is the BRU caf in HUL, Barista in Inorbit Malad or Gloria Jeans in Oberoi Mall 3) Kiosk/ On the go this will be only for providing selected food and beverages on the go. Other than providing branded and quality food and beverages, kiosks will not lend itself into providing experience. Average size 100 square feet of carpet area. Example is Coffee Bean and Tea Leaves in airport Across these formats the agency should y Emphasize on coffee leadership and establish the coffee superiority

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Bring alive the above mentioned concept into an actual 3 D renditions, keeping in mind the space allocated as well as the overall look and feel Create a backdrop for the premium offerings of the brand with a classy yet contemporary look and feel Emphasize on the core values of the Master brand Also design should offer the retailer functional superiority in terms of look, maintenance, durability and ease of operation Break the mould of the current caf space and bring in international experience. Exmaple Illy, Starbucks

Target Audience Progressive LSM 8+ executives on the move, who is looking for a unique experience while enjoying their favorite cup of coffee. Along with being an ardent coffee lover he is used to the good things in life. Scope of Work y y y y y y y y y y y Develop an overall thematic platform and Experience Design TM model for the envisaged BRU caf across formats and their immediate environs Develop 3D simulations (stills) of conceptual alternatives to assist management feedback and approvals Develop detailed design drawings and specifications to facilitate streamlined pilot implementation and subsequent mass-roll-outs within the specified budget Develop/ suggest designs for furniture within the caf within the given budget which goes with the overall theme for the caf Develop/ suggest designs for cutleries, crockeries and glassware for serving Develop/ suggest merchandise that will be sold in the cafe Develop branding elements, signage and other graphic collaterals (including branded tissue paper)based on the BRU identity and theme Design of uniform, signages and retail literature Provide scalability templates, modules and other details required by the Client Compile the design deliverables into a comprehensive retail brand-design manual for BRU Defining the retail experience of the caf and developing the identity and applying the identity across the customer interface elements - Table menu - Nomenclature for the items in the menu - Cafeteria menu boards - Food tent cards - Tent cards on tables - Coasters - Paper mats/ tray mats - Paper napkins - Sugar sachets - Take away glasses - Pastry boxes/sandwich sleeves - Suggestion cards

- Bills, vouchers - Carry bag Ogilvy will play the role of the brand guardian starting from conceptualization to running of the caf

Deliverables y y Proposal for developing BRU Cafe Design Theme and Preliminary Concept Direction o Definition of suitable thematic options for the branded retail environments based on BRU s desired brand-positioning o Presentation of preliminary design options and finalization of overall direction Design Finalization o Development of 3D simulations of the three formats and presentation to the Client o Presentation of design style / ideas for graphic collateral for key touch-points o Finalization of retail experience and spatial identity based on Client feedback and presentation of final design with material samples and dimensioned schematics Design for Concept Roll-Out o Preparation of one set of detailed design drawings and specifications for all three variants o Submission of design drawings, final specifications along with a Bill of Quantity and schematic services / MEP outline o Assisting the Client in the short-listing and selection of suitable fabricators to implement the prototype store o Release of final art-works for graphic collateral o Providing reasonable design assistance to the Client as well as the selected agencies during the prototype implementation and site-specific roll-out process Design Manual o Developing a detailed design manual encapsulating key project deliverables with material specification to facilitate a streamlined roll-out. Submission to the Client in pdf format with a reference color printed hard copy Parallel development and design of all customer interface elements as detailed out in the scope of work