Cooking Up a Brand: Mapping the food branding process

Abstract

Food marketing is a well-established area within the food industry. However, before marketeers can work, food branding designers must first build a brand. Currently, sufficient information on nuances of the food branding process for designers is lacking. Whilst the general branding process has been investigated, the perspective from and for the designers within the food industry is limited. Branding designers have explored the branding process through personal work experience and supporting case studies to present process phases, offering valuable insights for designers to incorporate into their work. Despite food case studies being provided, insufficient detail on the specialized food branding process left food branding interested designers speculating on the industry utilized work process.

By providing data on branding designers' workflows, designers can acquire essential knowledge to enhance their process. Sharing information on the food branding process is especially beneficial, as it provides potential food branding designers a food industry focused approach, promoting specialization.

This thesis aims to identify the food branding process to allow for specialization within the field. The main research question was –What does the food branding designer’s work process contain? — and the sub question was – What role does food have in the process? Guided from this, semi-structured interviews were conducted with branding designers specializing in or having experience within the food industry. Derived from the data collection analysis, a conclusive food branding process map is formulated.

The analysis of interview findings resulted in a proposed four-phase food branding process: Strategy, Positioning, Ideation, Design. Additionally, nine process aspects, entailing both food specialized or food related aspects, were uncovered from the data. Food specialized aspects pertain to their unique nature to the food branding process. Such as the food industry specific nature of ‘Guidelines’ that must be followed when working with food products. Food related aspects were adapted to the food branding process yet could be modified within non-food branding contexts. A process map was constructed, visualizing the found data of the food branding process with entailed food industry process aspects. This map can be utilized by designers interested in food branding to learn from and apply within their own practice. The research gap of the food branding process from and for a designer’s perspective is fulfilled by the presented data and process map. The findings of this thesis overall can be utilized academically to provide valuable information on the work process from current food branding practitioners.