1. An escalated sunday
morning discussion
by
Ine Voets
pfitz.me

3. Background story

4. Fresh & healthy bread

5. Mother in law

6. Pfitzauf - traditional friday dish

7. Experience
girls 30 minutes in
front of the oven

8. Internet search

9. from sketch to Rhino 3d

11. Video link EKWC
https://www.youtube.com/watch?
v=bRWx1PnFb28

12. Milano - Fuori Salone

13. What is
Pfitz?

14. a wall object
and baking dish

16. a handmade
design object
for a simple food
experience

18. based on a forgotten
recipe from the south
of germany

21. http://www.pfitz.me/de/pfitzauf-swr-
essgeschichten/

22. Video link SWR
https://www.youtube.com/watch?v=-
f-4Rzpcpdw

23. Statistics

26. Branding

27. Core values
Healthy
• be good for the environment and to yourself
• know what you eat
Down to earth
• simple food experience
• easy to integrate in daily life (new tradition)
Twist
• modernize the recipe (add ingredients)
• story telling (30 minutes, special moments, …)

28. Strategy
Naming
• Pfitzauf (.de)
• Pfitz (international with a german twist)
• pfitz.me
• Pfitz me, please! Take me from the wall!
Colour
• Red! If in doubt: RED!
• Positioning on one colour alone!

29. Registered in the EU - OAMI HABM

30. IP - intellectual property
€ 900.-
€ 1.200.-
Register (TM)
Legal check 3 month
Publication 6 month
Registered (R)
https://euipo.europa.eu/ohimportal/en/
Pfitzauf unknown!!!

31. Visual identity - Graphical style
Eier MehlSalz
3
0,4
liter
220
gram
Milch
200˚
30’
Basisrezept
™

32. Postcard

33. Digital

34. Market test

41. Strategy

42. Product-Service Strategy
Combination of a product and a service
• The wall object
• Digital platform with recipes and social stories
• Content strategy (write content for SEO)
• pfitzauf.de: Google: Pfitzauf + kaufen
• Google+ account good for SEO
• pfitz.me

43. search: ’Pfitzauf kaufen’

44. Positioning

45. two basic principles to start with
1. simple
‘easy to use’
durable baking form
2. nice to look at,
‘hanging object’
in the kitchen

46. Positioning
Wall object with a story and functional benefit
vs.
Baking dish that can be put on the wall
Design object
vs.
Baking mould

47. Two possible strategies
High price wall object
• ceramic with pop-up book
• special edition
Low price new production
• metal
• light weight
• easy to send

48. Questions

49. Question
What comes to your mind when you hear our
Pfitz story?

50. www.pfitz.me