Pioneer Valley Natural Foods
Pioneer Valley Natural Foods, my senior thesis, was conceived as a regional grocery store dedicated to providing customers with high quality, certified organic, fresh, local food. The mission sentiment was to bring top-notch produce and foodstuffs made with care and consideration, straight from the farm to the consumers’ plates, while providing access to many of today’s most innovative earth-friendly products.
Understanding that Pioneer Valley Natural Foods’ target market was broad in terms of demographics, I chose to hone in on a market that places extensive intrinsic value in what they and their loved ones consume on a daily basis. Research indicated this market is motivated to purchase organic, environmentally friendly, and fairtrade certified products—when doing so is economically feasible. Additionally, more specific niches such as the vegetarian, vegan, and gluten free markets, were to be addressed after the initial launch. Research indicated these are profitable up and coming markets that must be addressed in a health food store.
I chose this company due to an interest in healthy living through sustainability. I was also drawn in by the challenge of breaking long-held industry standards and conceptualizing a new kind of grocery store. The defining aspect of this movement was symbiosis between high and low tech aspects of the company.
This project addressed the some of visual applications involved in a grocery environment such as package design, sale promotion, reusable shopping bags, and brand identity. Marketing focused on the initial wave of advertising in the form of a grand opening. My goal with this project was to define a consistent brand throughout these promotional pieces, unifying the overall message into something that would be self differentiating in a somewhat congested space.
Understanding that Pioneer Valley Natural Foods’ target market was broad in terms of demographics, I chose to hone in on a market that places extensive intrinsic value in what they and their loved ones consume on a daily basis. Research indicated this market is motivated to purchase organic, environmentally friendly, and fairtrade certified products—when doing so is economically feasible. Additionally, more specific niches such as the vegetarian, vegan, and gluten free markets, were to be addressed after the initial launch. Research indicated these are profitable up and coming markets that must be addressed in a health food store.
I chose this company due to an interest in healthy living through sustainability. I was also drawn in by the challenge of breaking long-held industry standards and conceptualizing a new kind of grocery store. The defining aspect of this movement was symbiosis between high and low tech aspects of the company.
One of my goals was for this company to operate like a fine watch—visually classic and refined on the outside, and technologically precise on the inside. This vision included the use of touch screen LCD displays on the shopping carts that would allow the customer to sync their shopping list from their phone to the company intranet using a Pioneer Valley Natural Foods mobile application. This system would function like a frequent shopper card, collecting data and tailoring services to customer needs. This would also allow for low cost direct marketing solutions both in and outside the physical location.
This project addressed the some of visual applications involved in a grocery environment such as package design, sale promotion, reusable shopping bags, and brand identity. Marketing focused on the initial wave of advertising in the form of a grand opening. My goal with this project was to define a consistent brand throughout these promotional pieces, unifying the overall message into something that would be self differentiating in a somewhat congested space.
If you have any questions, comments, or opportunities, please contact me at pkilcoyne@gmail.com.
