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.
Red Design Group was initially commissioned to prepare the Retail Strategy and Master planning for all RMIT campuses, however, this soon expanded to include an end-to-end strategy including concept design, design development and documentation of retail and hospitality tenancies, branding, marketing, campaign, and digital services.
NAS is a major multi-use development located over four levels within the RMIT City campus. The new space has transformed the heart of the campus into a cutting-edge, world-class urban hub with facilities, services, food, and retail offerings catering to the diverse needs of the RMIT student and staff community.
In addition to the retail strategy Red was also appointed to create a brand identity for NAS. The result is bold and fun, appealing to RMIT demographics and future F&B retailers. It reflects the new build in a form of three-dimensional shapes coming together to create the ‘New Academic Street’. The use of architectural language and textures add a rich layer to the NAS brand, which has been extended in the striking and consistent marketing collateral.
Red has produced all NAS marketing elements including brochures, postcards, posters, banners, maps, hoarding, wayfinding, advertising, digital animation, and video. Red also designed the NAS leasing pack, which focuses on the retail and hospitality offerings based on RMIT student demographics.
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.
myGov is a new concept in government essential services delivery. The myGov model streamlines the way people access, submit and update their personal information. Red Design Group was engaged by the Department of Human Services to incorporate digital self-help technologies into the new service model within myGov shopfronts.
Red Design Group looked very carefully at the complete myGov customer experience to develop recommendations for the incorporation of digital technologies, including self-service kiosks and digital-display signage.
Commonwealth Scientific and Industrial Research Organisation (CSIRO) is a recognised global leader in research, innovation and technology. The Government corporate entity occupies several buildings across Australia. The reception zones in these buildings were largely underutilised for brand promotion when Red Design Group was asked to review them.
We set to work assessing CSIRO’s premises from a customer journey perspective and quickly identified ways to reconfigure their front-of house-areas as impactful marketing platforms that excite and engage visitors.
Red has created flexible and interactive spaces featuring bold graphics, striking design details, and state-of-the-art digital promotional technologies. Dynamic digital content on large display screens and in digital kiosks replaces traditional hard-copy marketing collateral and visitors to the sites are exposed to the full breadth and history of CSIRO – content can be updated in real-time to suit different audiences. An encounter with a CSIRO branch is now an immersive customer experience.