The final task of the campaign graphic was to analyse the purpose and target audience from a similar product to my own design, or one in the same field of interest. I decided to use Doner Summer as an example as it is a business I am actively aware of as it is a company that I have personally cooked their food for, It also perfectly suits my graphic design as it is in the industry that has been the biggest influence in my life.
Doner Summer is a growing, hugely popular vegan fast food brand originally set up in Leeds in 2018 as a street food business, the type of business which introduced me to food so holds a special place in my heart. It has been a huge success so far and they now have four permanent sites across the United Kingdom. Their target audience is primarily young vegan people (18-25 years). However, their marketing is very in your face and their product is not what an average person would think to be vegan. Including foods such as vegan fried “Chick’N” and Donner meat, I personally found when cooking their food that even lot of meat-eaters would choose to try their items on the menu.
The branding for Doner Summer is one of their main assets, their main way of reaching out to potential customers is Social Media, particularly Instagram. Being an on-trend business it is paramount to stay in touch with what your target market is interested in, and Doner Summer does this exceptionally, their branding uses a bright, hot-pink and white as their main colours which is also correlated in their food. The majority of their products use their famous ‘pink mayo’ as well as branded
greaseproof paper featuring their logo. This is particularly effective as it improves brand awareness and – in turn creates a subconscious bond between the colour scheme and their products.
References:
Doner Summer (2020) Manchester’s First 100% Vegan Döner Kebab Joint. [Photograph] Available online: https://www.manchestersfinest.com/eating-and-drinking/new-opening-manchesters-first-100-vegan-disco-doner-kebab-joint/ [Accessed 3/11/20]