What makes Tossed an award winning chain?

28th October 2009, 2:00pm

Healthy fast food Tossed scooped an accolade last week at the Design Effectiveness Awards. Adrian Potter, senior designer at creative agency Honey, explains to Eat Out why the chain is a winner.

The fast food chain picked up the award along with Honey at the prestigious ceremony, hosted by the Design Business Association.

What was your aim when designing this venture?
 
While reflecting the Tossed brand's values is important, we try to make each site individual. We want each Tossed store to reflect where the food came from, where people want to eat and also aspects of the outlets history and location. Working with each location, we use puns, associations and local history. For example Tossed's eatery on Tottenham Court Road has graphics that pay homage to the number of local electronic and gadget shops.

Branding aside, it's also important that customers can understand the Tossed offer and navigate the stores easily. In turn the food preparation areas need to be carefully thought out to allow staff to quickly and efficiently serve customers, particularly at peak times. Overall we want people to enjoy not only the benefits of eating healthy food but also allow them to do this in a fun and friendly store environment – we want them to take time out from hectic city life and spend a bit of time in the bright outdoors 'world of Tossed'.
  
How did you achieve this? What furniture did you use, paint etc
 
The different areas of the stores are 'zoned' according to their specific functions. For example, astro-turf and outdoor picnic seating (bringing the outdoors indoors) are often used to define the sitting and eating areas from the serving areas. Also, each store has large wall graphic panels that carry the bulk of the brand messages and character.

Featured on the panels are fantasy scenes with talking animals and fruit and veg characters, all interacting in outdoor scenes, such as a park. A simple signage and menu system helps customers navigate the store and determine whether they want to buy pre-prepared salads or 'create their own' salads.
 
What would you describe as the key and unique features?
 
If customers have a positive experience, not just from the products but also from the store environment itself, they are more likely to return. Apart from the branding graphics and items, which give the stores their unique look and feel, the signage and lighting are the key features.

Explaining the offer in a simple way and guiding people through the pick-up and purchasing system are vital. Good lighting is often not at the top of many stores agendas, yet it is crucial that the food products on sale look their best and that the store has the right ambient lighting levels.

 
Does your team have a particular style?
 
No, we treat each branding project individually, as they have their own unique offers and challenges. We do however, like to work closely with all the parties involved in the project from the client through to the shop-fitters, ensuring everything runs as smoothly as possible. It's a cliché, but good communication within the team is vital!
 
Stage by stage how did you approach this project?
 
A typical project runs like this...
While the site is being prepared and prepped, plans are drawn up for the layout of the store, which includes the positioning of the food preparation areas, cabinets fridges and counters etc.

Once definitive site plans are drawn up, the creative process kicks off with a store visit to experience the space and to get an idea for the store surroundings and environment. Concepts are then presented and agreed, while the shop-fitters install the main fittings and furniture. Final graphics and signage are fitted prior to a soft opening, where the staff are trained to run the store. Before the store opens to the public, any final snagging or finishing issues are resolved.
 
Where did you get your inspiration?
 
Inspiration for the store branding comes from the product itself and the area in which the store is to be located. We ask ourselves questions, imaging the Tossed brand as a person. For example, what would Tossed do if it went shopping on Tottenham Court Road? This lead to us branding the store with the concept of fruit and veg electrical items powered by Tossed. We also keep up-to-date on what our market competitors are doing; this inspires us to think better and smarter.
 
What is the size of the venue?
 
The Tottenham Court Road venue is 900 sq ft.
 
Timetable – how long did the project take from start to finish?
 
As each store is different in size and layout, the timings can vary. In general, from concepts to the actual shopfitting and fit-out takes about 2-3 months. 

If you were to change anything about the design, what would it be? 

We are always looking at ways to improve and evolve the tossed store experience. As we roll out each store we take our learning and findings from the previous stores and fine-tune the whole process. The graphics for each store are put together in such a way that they can easily be updated or replaced, so that we have the opportunity to refresh the brand experience when necessary.

Final comment on the venue?
 
It's always great to see people visit a store for the first time, especially if it's their first experience of the Tossed brand. Do they like it? Can they find what they want quickly? Ideally you should always take time to sit in-store and watch how your customers interact with the environment. That way, you can see how things might need to be improved or modified.

About the design company – how and when was it set up?
 
Established in 2006 by Doug James & Matt Purkiss-Webb who formally worked together at top ten agencies on consumer and corporate branding. 
Honey is the No.1 UK fastest growing creative agency, according to Marketing magazine league table 2008.
Core team 16 with 20+ specialist contractors.
Winner of 5 DBA design effectiveness awards in the first two years from start up – awarded in 2008 & 2009 for return on design investment for the following brands/company's;

• Harrods – following the rebrand, like-for-like sales are up by 162%.
• Spicentice – Design effectiveness has increased sales by 38% in first six months.
• Graduates Yorkshire  - Despite transition to paid-for service, sales up from zero to an astonishing total of £1, 036, 000 in two years.
• Tossed – Overall sales have grown by 447% in four years.

Who are the key team members?
 
Doug James – Managing Director
Matthew Purkiss-Webb – Creative Director
Chrissy Levett – Creative Director
Adrian Potter - Senior Designer
 
What are their recent projects?
 
Tesco - As a roster agency for the retailers packaging, Honey works on an ongoing basis with Tesco.  Recently launched products include the Ken Hom range of authentic chilled Chinese ready meals and the Finest Restaurant collection range.

Spicentice - Packaging for the award winning clever little spice kits and chutney range.

Graduates Yorkshire - Designing the brand/logo, marketing communications and business proposition for the premier graduate job vacancy-advertising site for Yorkshire.

Graduates East - An extension of the Yorkshire proposition, now running in the East of England.

Graduates Yorkshire Internships – An offshoot brand specializing internships.

Harrods – Packaging for their Christmas Gifting range.
 
What are they working on now?
 
Two new Tossed stores are due to open in the New Year. Watch this space!

To find out more about the agency visit www.honey-creative.co.uk

Related Articles:

• 16 Jun 2010 - Tossed launches new summer salads
• 09 Jun 2010 - Senior appointments at healthy eating chain Tossed
• 23 Oct 2009 - Honey and Tossed wins top creative award