Minus 12

Minus 12 is an Ice cream shop located within a kiosk inside Herne Hill station, which specialises in Italian-style gelato. The primary brief for this client was to increase accessibility as well as consolidate their brand and increase customer engagement. Their existing brand is a mix of modern and fun with sleek typefaces and bright colours. Our strategy was to build on this by creating a core brand colour scheme and creating a recognisable motif. The design of the circle within a grey square is a reference to the outer appearance of their physical location, thereby connecting customers with the brand through recognition of this motif.

 

Anticipation

 

This client prioritises accessibility for its customers and we achieved this through creating a weekly series of posts on which Minus 12 can advertise its changing flavours and weekly specials. This has created and nurtured anticipation whereby customers are waiting for the next batch to drop. This also encourages and builds custom by advertising more directly new offerings.

Accessibility

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Customer accessibility is also created through the pinned posts which feature opening times (which can be updated) as well as a useful map. This was a very important element of the strategy as its storefront is hidden within the station concourse, and by utilising graphic design we were able to increase awareness and accessibility.

Reels

 

As well as posts, reels also often feature with the gelato production process becoming visible. This highlights the homemade element of the product and publicises its unique selling point. Reels have also been used to advertise other elements of the business, including its lesser-known sister branch, Koala Coffee and Ice Cream.

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