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An escalated sunday
morning discussion
by
Ine Voets
pfitz.me
Background story
Fresh & healthy bread
Mother in law
Pfitzauf - traditional friday dish
Experience
girls 30 minutes in
front of the oven
Internet search
from sketch to Rhino 3d
Video link EKWC
https://www.youtube.com/watch?
v=bRWx1PnFb28
Milano - Fuori Salone
What is
Pfitz?
a wall object
and baking dish
a handmade
design object
for a simple food
experience
based on a forgotten
recipe from the south
of germany
http://www.pfitz.me/de/pfitzauf-swr-
essgeschichten/
Video link SWR
https://www.youtube.com/watch?v=-
f-4Rzpcpdw
Statistics
Branding
Core values
Healthy
• be good for the environment and to yourself
• know what you eat
Down to earth
• simple food experien...
Strategy
Naming
• Pfitzauf (.de)
• Pfitz (international with a german twist)
• pfitz.me
• Pfitz me, please! Take me from the w...
Registered in the EU - OAMI HABM
IP - intellectual property
€ 900.-
€ 1.200.-
Register (TM)
Legal check 3 month
Publication 6 month
Registered (R)
https://...
Visual identity - Graphical style
Eier MehlSalz
3
0,4
liter
220
gram
Milch
200˚
30’
Basisrezept
™
Postcard
Digital
Market test
Strategy
Product-Service Strategy
Combination of a product and a service
• The wall object
• Digital platform with recipes and soci...
search: ’Pfitzauf kaufen’
Positioning
two basic principles to start with
1. simple
‘easy to use’
durable baking form
2. nice to look at,
‘hanging object’
in the...
Positioning
Wall object with a story and functional benefit
vs.
Baking dish that can be put on the wall
Design object
vs.
...
Two possible strategies
High price wall object
• ceramic with pop-up book
• special edition
Low price new production
• met...
Questions
Question
What comes to your mind when you hear our
Pfitz story?
www.pfitz.me
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
Pfitz.me_ICM_Diemen-lowres
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Pfitz.me_ICM_Diemen-lowres

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Pfitz.me_ICM_Diemen-lowres

  1. 1. An escalated sunday morning discussion by Ine Voets pfitz.me
  2. 2. Background story
  3. 3. Fresh & healthy bread
  4. 4. Mother in law
  5. 5. Pfitzauf - traditional friday dish
  6. 6. Experience girls 30 minutes in front of the oven
  7. 7. Internet search
  8. 8. from sketch to Rhino 3d
  9. 9. Video link EKWC https://www.youtube.com/watch? v=bRWx1PnFb28
  10. 10. Milano - Fuori Salone
  11. 11. What is Pfitz?
  12. 12. a wall object and baking dish
  13. 13. a handmade design object for a simple food experience
  14. 14. based on a forgotten recipe from the south of germany
  15. 15. http://www.pfitz.me/de/pfitzauf-swr- essgeschichten/
  16. 16. Video link SWR https://www.youtube.com/watch?v=- f-4Rzpcpdw
  17. 17. Statistics
  18. 18. Branding
  19. 19. 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, …)
  20. 20. 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!
  21. 21. Registered in the EU - OAMI HABM
  22. 22. 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!!!
  23. 23. Visual identity - Graphical style Eier MehlSalz 3 0,4 liter 220 gram Milch 200˚ 30’ Basisrezept ™
  24. 24. Postcard
  25. 25. Digital
  26. 26. Market test
  27. 27. Strategy
  28. 28. 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
  29. 29. search: ’Pfitzauf kaufen’
  30. 30. Positioning
  31. 31. two basic principles to start with 1. simple ‘easy to use’ durable baking form 2. nice to look at, ‘hanging object’ in the kitchen
  32. 32. Positioning Wall object with a story and functional benefit vs. Baking dish that can be put on the wall Design object vs. Baking mould
  33. 33. Two possible strategies High price wall object • ceramic with pop-up book • special edition Low price new production • metal • light weight • easy to send
  34. 34. Questions
  35. 35. Question What comes to your mind when you hear our Pfitz story?
  36. 36. www.pfitz.me

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