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Client: Department of Trade & Industry
Project: Mzansi Collection Store, Nelson Mandela Square
Brief & Objectives
The project involved Brand Development as well as an internal and external Brand Strategy for a new concept collection store that would represent the soul of South Africa.
Client’s objectives
Create an environment that ensures products reach markets and that market information reaches producers; to bridge the gap, both socially and geographically, between rural producers and urban markets Adopt the MMW4P principle (Making Markets Work for the Poor) to achieve growth and large-scale poverty reduction Ensure a holistic approach to development by introducing economic, social and environmental benefits (the triple bottom line) Bridge the gap between the under-resourced emerging rural enterprises, mostly operating in the ‘second economy’ and the sophisticated market, in a way that is beneficial to the rural producer and meets market demand Establish the Umbrella Brand “Mzansi Collection”. The brand should be positioned in a high-end niche market Establish brand values for the Mzansi Collection Establish sub brands for the targeted sectors to include: clothing and textiles, craft, furniture and agricultural products The approach should be incremental; firstly through showcasing the concept at an exhibition, and secondly through an in-store promotion, and finally through permanent retail space – nationally and internationally
Brand Objectives
Mzansi Collection Store has two main objectives: firstly, to promote sustainability, jobs, inspiration and growth – by motivating the under-privileged to become business leaders in their own right. Secondly, the brand aims to attract a high-end market of international and local customers.
To meet these objectives and create a ‘mental space’ in the minds of the target audience, we established a clear differentiator between Mzansi Collection Stores and typical ‘curio shops’. Mzansi is perceived as elite – a store that is not only dedicated to supplying international quality products, but also a superb customer experience. This quality association needs to reflect in all aspects of the brand and its interactive points.
Elements & Deliverables
We created a corporate identity that positioned Mzansi in the marketplace paying special attention to the culture, values and the identity of the brand, and the target market.
A diverse spectrum of print design included custom designed wallpaper, large format posters and banners, brochures, catalogues, adverts, floor vinyl’s, price tags and corporate stationery.
Staff uniforms were designed using the Mzansi brand icon.
We conducted a workshop to determine the Brand Values, and set the vision and objectives for the brand, and from we were able to determine the Brand Culture, Brand Values, Brand Identity and created a positioning strategy for Mzansi.
Brand Culture & Values
The brand embodies a culture of development, sustainability and the quest for excellence – communicated through story telling (‘Ubuntu’). This promotes the individual artists by creating an experience for the customer, as well as educating them that the products are unique in quality, and jobs have been created inspiring a nation to take part in this world-class enterprise.
Brand identity
While remaining contemporary and creative, the brand communicates the values of business growth, sustainability and integrity – in a simple and iconic way. Mzansi appeals to businesses, local government, customers and artisans alike. International quality, professionalism and a feeling of vibrancy are conveyed in the brand identity.
Brand Positioning Strategy- ‘The Spirit of South Africa’
The Mzansi Collection Store offers a unique balance of sustainable business growth, marketing and quality benchmarking, while simultaneously inspiring, training and assisting local entrepreneurs, artists and customers. A spirit of integrity is instilled in all to live the spirit of South Africa and ‘Ubuntu'.
A true South African experience -
the ‘Mzansi Collection Stores’ offer convenience, accessibility and a mix of creativity, international quality, ethnicity and business excellence. Through a process of quality assurance, the best of South Africa’s products are selected and divided into three categories: ‘Gifts’, ‘Handmade Collection’ and ‘Home Grown Collection’, all of which tap into the ‘Soul of South Africa’ and celebrate our culture and success as a nation.
Result - Brand interaction & Customer experience
“A celebration of South Africa’s true potential’. An alive and interactive customer experience was created. Knowledgeable staff members communicate the story of the products’ creators in an un-rehearsed way. A neat and formal appearance is conveyed and politeness and enthusiasm drive all customer interactions – from the first greeting to the final farewell. From the representative’s tone and manner, it becomes clear that they are South African ambassadors. English and ethnic languages are used appropriately creating an authentic mood, while a positive and highly inspired tone is maintained.
A superior product and value chain was created, providing convenience with a real ‘South African’ flavour. Sustainability, wealth and job creation are additional qualities, as are the in- store interactive experiences through scent, taste, graphic story telling and sound.
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