Adriano Zumbo is known for his culinary expertise of striking, enchanting and delicious pastries. Since dedicating his time to providing sweets and treats to customers, Zumbo has expanded the business since 2007 to six stores around NSW and Victoria, produced two books and has his own cake products for purchase from supermarkets around Australia (Zumbo. 2013). The cakes however, are not the only element that strikes customers eyes. Zumbo also dedicates time to creating retail stores and displays that reflect a particular atmosphere of sophistication, indulgence and comfort.
How does the company integrate packaging, branding and display to give you an all round idea of their brand?
The branding, packaging and display in store provides an insight into the brand as it takes on a modern, bold and eye-catching approach. The store appearance reflects a feeling of upper class as cakes are displayed neatly in their own section as shown in figure 1.0.
How does the company integrate packaging, branding and display to give you an all round idea of their brand?
The branding, packaging and display in store provides an insight into the brand as it takes on a modern, bold and eye-catching approach. The store appearance reflects a feeling of upper class as cakes are displayed neatly in their own section as shown in figure 1.0.
Though each store reflects a slightly different theme, the overall concept is the same as the large glass cabinets were designed to encourage people walking by to stop and have a treat. The packaging reflects the feeling of a high quality product at a high price as the clean appearance paired with slashes of colour on boxes for takeaway products entice the customer and makes them feel as though they are purchasing something that is quite special and took a lot of time to make. The packaging also appears as though they have thought of and created individual boxes that fit products to sit perfectly as shown in figure 1.5. This shows the consideration put into the smallest elements in store and online.
The company has integrated packaging, branding and display as a way of reflecting the brand as overindulgence, special and superior. This is shown through the clean, crisp and thought-out appearance of packaging, enticing cabinet displays that feature purely the product and their name along with a brand that is straight to the point.
What does the brand "say" to the customer and why would someone pay more for this brand than another brand selling a similar product?
The brand shouts to the customer that they are of high quality and can be purchased at a high price. This is the case as it is reflected through their structured and thought out packaging, alignment of cakes on display and unique cake appearances.
What does the brand "say" to the customer and why would someone pay more for this brand than another brand selling a similar product?
The brand shouts to the customer that they are of high quality and can be purchased at a high price. This is the case as it is reflected through their structured and thought out packaging, alignment of cakes on display and unique cake appearances.
Though the price ranges quite high (starting at $6.00 for an individual tart as shown in figure 2.0), customers are still inclined to make a purchase because they are paying for the experience and brand rather than just the cakes. Because Adriano Zumbo is a well-known and respected brand, people are paying for the price of the name on the cake as well. Customers are not phased by this however as they feel significant when purchasing the cakes and are able to enjoy the indulging experience whilst in store or consuming within their own time. Customers are also inclined to purchase from the brand rather than another that sells a similar product because they are aware of the importance of Adriano Zumbo as he has appeared on the TV show Masterchief, has produced two books and has his own “do-it-yourself” cake product within supermarkets in Australia (Zumbo. 2013). The display and packaging also has a large influence over customers as they are drawn in by the design of the cakes, appearance of the displays and modern packaging.
What materials have they used to achieve the overall "look" and feel of the interior and what does this "say" about the company?
The interior of each store differs slightly depending on the location. The Star store has taken on a “modern patisserie” approach showcasing Zumbo’s philosophy of displaying cakes in a “fun, textural and appealing to the eye” way (Zumbo. 2013). This is shown through the stores clean and open appearance.
The interior of each store differs slightly depending on the location. The Star store has taken on a “modern patisserie” approach showcasing Zumbo’s philosophy of displaying cakes in a “fun, textural and appealing to the eye” way (Zumbo. 2013). This is shown through the stores clean and open appearance.
The Balmain store takes on a “contemporary French inspired patisserie” whereas the Rozelle store takes on a modern yet comfortable appearance with use of large benches and stools (Zumbo. 2013).
The QVB store showcases the sweets in a smaller kiosk display, catching the eye of customers walking by with use of their large glass cabinet.
The Waverley store has a strong focus on producing hot pies, sausage rolls and quiches in an industrial feeling atmosphere. In comparison, the Emporium Melbourne store features more of a unique and warm atmosphere by using wood to make their cabinets and benches.
The most unique of the stores is in South Yarra, Victoria. The interior features a completely different approach of using “up-cycled old pieces of furniture” transformed into “larger-than-life confectionary creations” (Idea. 2015). The store showcases its cakes in a neon coloured store with walls that are made out of “vacuum formed and metallised wall panels” to create a unique and striking appearance as shown in figure 2.5 (Idea. 2015). The store also features a “custom built pastry cabinet” to showcase the treats. The overall stores appearance encourages customers to see inside the store through its “quirky, innovating” appearance (Zumbo. 2013). The South Yarra shop is another example of why the brand is perceived as a high priced product and reflects the brand well with use of its bold and unique appearance.
The difference in store appearances shows the brand is unpredictable and can keep you guessing what’s next. It also shows that the brand is continuously developing and strives to do all they can to make a genuinely enjoyable experience for their customers. The brands focus is on providing customers with delicious and unique cakes and pastry foods in a store that will motivate, inspire and overall encourage a positive emotion and experience.
References
Idea. (2015). Adriano Zumbo Patisserie. Retrieved 08/09/2015 from Niche Media Pty Ltd website: http://www.idea-awards.com.au/2014/adriano-zumbo-patisserie-3/
Zumbo. (2013). Adriano Zumbo. Retrieved 08/09/2015 from Zumbo website: http://adrianozumbo.com
References
Idea. (2015). Adriano Zumbo Patisserie. Retrieved 08/09/2015 from Niche Media Pty Ltd website: http://www.idea-awards.com.au/2014/adriano-zumbo-patisserie-3/
Zumbo. (2013). Adriano Zumbo. Retrieved 08/09/2015 from Zumbo website: http://adrianozumbo.com