The Pecking Order café at the Retail Evolution Lab (a collaboration between Red Design Group, AOPEN and Nuon) in Cremorne, Melbourne, is a live test site for digital technology that challenges the status quo on how we buy and sell food.
The Pecking Order is a functioning display café with a coffee machine and a whole lot of new digital technology.
The café integrates digital menus, touch-screen kiosks, App ordering via personal handheld devices, a point-of-sale system, an inventory system, loyalty rewards, and payment through PayPal. The café can be found on location-based apps that send customers notifications when they enter The Pecking Order’s catchment zone. Special promotions, vouchers and new menu details can also be sent to customers via these apps.
Red Design Group conceived the brand name and designed the Pecking Order brandmark, a hand-illustrated little bird affectionately known as Ruby, who features in all Pecking Order branded collateral. Ruby, the rosella, was inspired by the historic origins of the Rosella Factory Complex in which the Lab is located. She demonstrates that in today’s digital age, brand graphics do not have to be static. Ruby brings a sense of play and whimsy to the café, engaging patrons and immersing them in a positive customer experience.
When the Jetset Travel Group decided to rebrand and update their retail outlets, they turned to Red Design Group for digital inspiration.
Working closely with the store designers, The Greater Group, we developed a digital communications strategy and designed the content for the new store concept. Red Design Group designed all the content whilst our sister company, Nuon, provided a bundled service from hardware and software to installation and support.
The digital customer experience begins with 2 large “attractor” screens in shop windows featuring weekly promotions and special offers. A central feature of the store is the digital experience table where customers can browse for travel inspiration on destinations, experiences or promotions.
When the founders of Red decided to set up a spin-off digital business, it was only natural that our design team was given the assignment to create the brand strategy and positioning and then to design the brand itself.
The concept was based on the marriage of design and technology as we could see a major gap in the market between hard core tech firms on the one hand, and designers and architects on the other, for a firm that brought together both skill sets.
After some debate about extended the Red brand, we settled on a new, stand-alone brand that could be part of our design group, but also be flexible enough to work with any firm – even a Red competitor.
We wanted short, catchy name that spoke of innovation, design, and technology for a new retail era.
So the Nuon brand was born – and we positioned it as Digital by Design.
The brand mark was clean, simple and fresh – and early on the project was created in digital form – as you would expect for a technology business.
Nuon was also to go on to design retail-ready digital devices and it was decided to create Nuonview as a sub-brand for the product range which will be marketed around the world.
The new brand was executed in the form of stationery, web site, signage, product packaging, marketing brochures and also translated into social media.
Nuon is now a fully operational business with its own CEO and support team, and is based at the Retail Evolution Lab in Cremorne, Melbourne.
Red has truly embraced the digital technology space – and our design team works closely with Nuon using digital to enhance the customer experience in our interiors, architectural and branding projects.
AOPEN is a Taiwan-based electronics manufacturer specialising in small form computing for home and business, as well as digital signage. AOPEN is a global company operating in over 100 countries.
Red Design Group has designed many AOPEN digital products over the years and is familiar with their company values. AOPEN approached RED to create a more contemporary brand mark, desiring an identity befitting of its rise as a major global brand. RED looked closely at AOPEN and its brand values, ensuring their new identity be future-focussed and aligned with ambitious growth plans.
AOPEN’s new brand mark – introduced 2015 – takes inspiration from the mandarin fruit, symbolising good fortune in Taiwanese culture. The circular form comes to life in its animated form, an important point of difference for a brand marketing digital technology. The orange brand colour has similar associations with prosperity with the red and gold blend being the most valuable colours in Chinese culture. The typography is simple and bold to add a sense of Western sophistication. Successfully embraced by the company at all levels, the new brand mark signifies a new era in AOPEN history.