Defining the brand Mooie Boules

Abstract

The goal of this graduation project is to know what the brand Mooie Boules is about and how this brand can be made stronger. This is done by concretizing the positioning of the company and how it could communicate according to this positioning. Mooie Boules is a five year old start-up, which organizes boules events and ran a pop-up bar for young people. With the desire to grow and to create multiple permanent bars throughout The Netherlands, all relevant aspects have to be made clear for being able to create a strong brand.

While analyzing the company, aspects like the core values, mission and vision of the company have been defined with the team, which capture the essence of the brand. The competitors can be divided into (1) boules, (2) leisure and (3) boules & leisure. During the consumer/customer research the target group was found to be ‘bon vivants’: people who enjoy sensuous pleasures in life, such as food and drinks. The customers of Mooie Boules can be divided into four segments, which are divided by the amount of focus on boules and their visiting behaviour at Mooie Boules. These four are: the boules lover, the community friend, the day visitor and the experience seeker. Personas have been made which show what what the needs of these customer segments are. Regarding companies, which is an additional target group for the company outings at Mooie Boules, the company should focus on the already existing concept, but can adjust its offers to what the company in question wants.

As a result of the total analysis, the positioning and the proposition of Mooie Boules have been defined. The positioning is: “Mooie Boules is the French originated all-in-one leisure brand for bon vivants, which enables them to enjoy their life with others. It does so by providing boules, parties, drinks and food at central places in cities.” By using the Brand Resonance Model it can be concluded that improving the brand imagery and matching the judgments and feelings with the communication, can make the brand stronger.

By creating design guidance, the former research can be put into practice. This design guidance is then applied in a brand book, which consists of three parts: an explanation of the brand, the communication guidelines and a few examples of the application of these guidelines. To apply more detail on using the design guidance and to create a specified touchpoint, a website is created. It is a one-page website, with the goal to briefly explain Mooie Boules and its activities. Within the website, the upcoming food hall is explained, the different activities are illustrated and the current activities are shown.