A2:  Super  88 Yilun Gu – Jennifer Ngo

Fundamentals of Creative Development

the  basics

•  Super 88 is a retail Asian supermarket chain selling products ranging from fresh seafood to candies. The majority of these products are imported from southeast Asian countries including China, Japan, & Korea.

the  problem •  1. People who don’t cook “out of the ordinary”

dishes see Super 88 as an unnecessary supermarket stop.

•  2. People who are interested in shopping at Super 88 are often overwhelmed by the store. (Think Fung Wah buses transforming into a supermarket.)

the  goal

•  Target non-users of Super 88 and bring them into the store by showcasing the wide range of products available at the store, as well as the range of things that can be made with these products.

the  target •  Men & women aged 25-60 who have a passion for

trying new and interesting things, particularly food. •  These individuals are “foodies” and aspire to create

the same type of cuisine that they try in the hip restaurants they go to.

•  They often are professionals working a routine 9-5 day.

•  They typically turn to the internet as a viable resource to do fun things in their free time.

the  insight •  Individuals are proud when they make things on

their own, as highlighted by the thousands of photos of food that people make themselves being posted to Instagram and Facebook.

•  The more complex or unique the food, the more proud individuals are.

•  Furthermore, people think that they are only able to get Asian food at restaurants or as take out cuisine.

the  driving  brand  idea.

•  Super 88 is a one-stop cultural food destination.