Pane e Marameo

8/6/2019 Pane e Marameo

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BRAIN

STORMING

LATTERIA

MILANHEALTYCITY

white cow

smells

mustache ofmilk

muuuuu

kids

olderpeople

bottle ofmilk

new:tetrapack

notprocessed

helthy nutrition

good moring

nature

daily

rutine

gathering/socializing

freshness

neighborhood

Km0

slow food

foodfestivals

rooffarms

nutritionaltrend

pomodoroesselunga

rescuing roots

being in shapefitness focusorganic

healthy well

produced

morning

night

aperitivo

grey

speed

brunch

sunday free

day

sociallife


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CLUSTERING

+ +VALUES

no processed

icony of popularculture

healthy nutrition

good moring

nature

daily rutine


freshness

neighborhood

TRENDS

Km0

slow food

food festivals

roof farms

nutritional trend

pomodoro esselunga

rescuing roots

being in shape fitnessfocus

organic healthy well

produced

kids

TARGET

elderly people

familiesteenagers

students

workers


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WHAT IF SCENARIOS

1. MERENDA AFTER SCHOOL 2. COUNTRY SIDE EXPERIENCE

Design Opportunity: Waiting Times Kids/Parents Design Opportunity: Bring Nature Into A Grey City

helthynutrition

good moring

daily rutinefreshness

neighborhood

kidselderypeople

parents

nutritional trendfoot bus

Km0

creative community

house kinder garden

rescuing roots

VALUES TRENDS TARGET

helthynutrition

nature


freshness

roof farms

californiabakery

slow food

home made

nutritional trend

familiesteenagers

students



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- full-time working parents dont know between them- working parents need support to pick their kids up from

school, many ask for help to a third person.- most frequent question made by kids when they meet theirparents after a long school day is whats for dinner?- the imaginarium of latteria is focused on flavors and testingsof products more than the purchasing- some kids have activities after school such us sports, arts andlanguages courses.- Granma or a nanny often pick them up. If its the nannyparents prefer her to come home directly with the kid; granmainstead like to cook themselves the merenda

1. MERENDA AFTER SCHOOL

kidspeople in charge of

kidsparents

PROTOTYPING:

GATHERING AND VALIDATING INFORMATION

Method used: interviews

TARGET

daily rutinesfood consumption habits

particulare needsimaginarium about old latteria

FOCUS ON

INSIGHTS


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PROTOTYPING:

GATHERING AND VALIDATING INFORMATION

2. COUNTRY SIDE EXPERIENCE

Method used: interviews

TARGET

FOCUS ON

INSIGHTS

young peoplefamilies

free timeimaginarium about old latteria and milanidentitytypical place to go in the cityaperitivo perception and alternatives

why pay for something I can get for freetheres not really a family place inside the cit y besides parkswe go away over the weekendlatteria was an icon, right now Milan is well known for deisgnand fashionI would love to have a cool place with quality food but notthat expensive


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2. THE MILKY WAY1. MERENDA AFTER SCHOOL

helthynutrition

warmatmosphere

slow food

no processedamateur usersbecomesprofessional

30-50 yearsold qualityorientedpeople

qualified

nutritionwhite/ iconic

white/ iconic

daily

rutinefreshness

traditional

neighborhood

slowfood

nutritionaltrend

foot bus

kids

parents

Km0

childhood

Design opportunity: waiting times kids/parents Design opportunity: create a strong icon for Milan basedon a universe of experiences

POSSIBLE SCENARIOS

VALUES TRENDS TARGET VALUES TRENDS TARGET


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PROTOTYPING: POTENTIAL EVALUATION

EXISTING SOLUTIONS WITH SIMILAR FEATURES

kindergardenfarmer marketGASafter school courseshappy bus

eatalybianco lattecorso como 10peck

DESIGN OPPORTUNITIES

1. MERENDA AFTER SCHOOL 2. THE MILKY WAY

-traditional milk-based high qualityproducts-traditional icons

-fresh but elegant products-heritage connaisseur-special edition from different manifactors

-provide healthy food during snack time-picking up kids from school-take care of them untill parents arrive-offer fresh ingredients in a traditionaldinner menu package-provide a gathering space for kids andparents around the neighbourhood-connect local food providers to customersdirectly in the neighbourhood


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FINAL SCENARIO

helthy nutrition

daily rutine

socializing

fresh food

childhoodquality time

neighborhood

slow food

time flexibility

nutritional trend

foot bus

Km0

childhood

kids

parents

Design opportunity: Create a safe neighbourhood solutionbased in local produced food, focused on the merenda timefor kids and on the dinner for the whole family, consequentlya space for socializing.



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PERSONAS 1.

GIULIAFull-time worker momI need to pick up my child but I should be working

-late 30s-Industrial engineer

-works from 9.am to 6.00 p.m in Brianza-mom of 5 year and 8 year old kids-have breakfast with her kids before leave them at school-buys always healthy food for their children-is at work when kids go out from school at 16.00h

-knows just few parents from her neighbourhood-is interested in cooking but has time to cook good meals justduring the weekends-exchange recipes with friends and family-arrives to tired to go to the supermarket to search for dinner

-wants somebody to pick up her kids after school-finds a place where her kids can stay until she comes from work-be aware of what her kids are doing meanwhile she is in her job-meets the parents of her kids friends in a more flexible time-wants a nutritious and balanced snack for her kids-trust-flexibility of time

-place her kids in a healthy environment-Socialize with her neighbourhood-healthy and varied diet

NAMECHARACTERIZATIONCLAIM

BACKGROUNDGOALSNEEDS


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SYSTEM MAP

www

Suscription Week

WeekendTesting

Merenda

7:30

8:00 18:00

18:30

16:00

16:30

MENUMENUMENU

GOHOME

CheckIn

CheckOut

MENU+

Tasting Area

Buy

WaitingArea

www


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SYSTEM MAP A.

www

Suscription Week

WeekendTesting

Merenda

7:30

8:00 18:00

18:30

16:00

16:30

MENUMENUMENU

GOHOME

CheckIn

CheckOut

MENU+

Tasting Area

Buy

WaitingArea

www

A

www

Suscription

Testing

www


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Week

Weekend

7:30

8:00

16:00

16:30 ChecIn

www

Suscription Week

WeekendTesting

Merenda

7:30

8:00 18:00

18:30

16:00

16:30

MENUMENUMENU

GOHOME

CheckIn

CheckOut

MENU+

Tasting Area

Buy

WaitingArea

www

B

SYSTEM MAP B.


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SYSTEM MAP C.

www

Suscription Week

WeekendTesting

Merenda

7:30

8:00 18:00

18:30

16:00

16:30

MENUMENUMENU

GOHOME

CheckIn

CheckOut

MENU+

Tasting Area

Buy

WaitingArea

www

C

Merenda

18:00

MENUMENUMENU

www


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SYSTEM MAP D.

www

Suscription Week

WeekendTesting

Merenda

7:30

8:00 18:00

18:30

16:00

16:30

MENUMENUMENU

GOHOME

CheckIn

CheckOut

MENU+

Tasting Area

Buy

WaitingArea

www

D

18:00

18:30

GOHOME

CheckOut

MENU+

Tasting Area

Buy

WaitingArea


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PARTNERSHIP

Local producersCentrale di latteTown Hall

KEY ACTIVITIES:

collect food fromlocal producersdesigning fresh menuorganizing localfresh food tastingarranging merendatimeweb platform

managementtransport kids fromschool to pane emarameo

KEY SOURCES

locationfoodpeopleweb-based platform

V. PROPOSITION

Create a safeneighbourhoodsolution based inlocal producedfood, focusedon the merendatime for kids andon the dinner forthe whole family,consequently a spacefor socializing.

CUSTOMERRELATIONSHIP

face to faceinteractionparents on-lineprofile

CHANNELS

www.panemarameo.compan e marameoplace (latteria)mouth spread

CUSTOMER SEGMENT

5-10 year oldkids attendingelementary schoolfull-time workerparents

human resourcesproduct purchasestorage cost

Subscription feefee from special eventsdinner box selling

State AID

BUSINESS MODEL CANVAS

REVENUE STREAMCOST STREAM rent of the locationservices of the location


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SCHOOL DISTRUBUTION IN THE CITY

Schools in Milan are spreadout in the city, but quiteclose one to the other


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PANE E MARAMEO: NEIGHBOURHOOD DIMENTION

Pane e Marameo is thought atneighbourhood dimension and it cangather kids up to three schools; in this wayeach neighbourhood has its own Pane e

Marameo, kids can easily reach it with thefoot bus

S

S


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SPACE CONFIGURATION

Each Pane e Marameo can change and have differentconfiguration of the space, to play, taste old traditionalflavours, spend quality time both for kids and parents.

merenda room/Kidss play W/C

kitchen information/staff area

guardarobe tasting + display shelvesentrance parent s waitingroom

IN ERIOR CONFIGUR IONS


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INTERIOR CONFIGURATIONS

KIDS AREAS

eating spaces

playing world

tasting

merending

table gamingexploring/discovering

experimenting



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PARENTS AREAS

waiting tasting

choosing&packing

purchasing

FOCUS ON


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FOCUS ON

PANE E MARAMEO PRODUCTS AND SERVICE

Tasting area as a way to go back to old local flavours andrediscover foods and recipes

A varied diet is very important to have a good nutrition, butparents often dont have the time to think about whats fordinner

LOCAL FRESH FOOD MENUSELECTION FOR DINNER

RECIPES

BRAND IDENTITY


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BRAND IDENTITY

The concept for the brand image comes from the oldtraditional Latteria and the figure of the lattaio

reiterpreted with a kid eye. This is what lead thedesigning of graphics and the selection of materials forthe apron, the interiors and the packaging box.

THE HONEST MILK MAN FINAL CUSTOMERTHE FOOD BAG

ON LINE PLATFORM


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ON-LINE PLATFORM

www.panemarameo.com

The website Pane e Marameo is tought to support parentswhile gathering information about kids activities anddinner menus; and at the same time becomes a space toshare information and insights among them


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STORYTELLING

LOCAL FRESH PRODUCTS


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LOCAL FRESH PRODUCTS

8:00 ARRIVING AT SCHOOL


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RR G L

16:00 FOOT BUS PICKS KIDS UP


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FOOT BUS ON ITS WAY TO P&M


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WELCOME AT PANE E MARAMEO


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MERENDA TIME


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EATING , PLAYING AND SOCIALIZING


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PARENTS ARRIVAL


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CHOOSING A FRESH DINNER TOGETHER


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NEIGHBOURS GO HOME TOGETHER

WI H HEIR KI N HE L INNER!


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WITH THEIR KIDS AND HEALTY DINNER!

PANE E MARAMEO AS A NEIGHBOURHOOD HEALTHY ICON


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GROUP MEMBERS

ANGELICA

BENIAMIN

CARMELO

KHAILY

MARIA CHIARA

MIGUEL

YUZHOU

Pane e Marameo

Documents

Transcript of Pane e Marameo