portfolio_2023_Martin_M

Opening new channels
Co-working space
I was trying to find a viable solution for the following problem statement: How might I help
Pannonvin open its physical shop on the Danish market in a way that is appealing to its
target audience while stabilizing the business model due to Covid-19?
How Covid-19 has changed the workflow?
Findings from survey
Randers is a city in East Jutland with
62,482 inhabitants, which makes it Denmark’s
6th largest city. In East Jutland,
Randers is the second-largest city after
Aarhus.
The city has educations within primary
and lower secondary schools, private
and independent schools, special
schools, continuing schools, preparatory
educations, youth educations, vocational
educations and higher educations which
are closed right now but the education
still continues online.
There are two higher-educational institutions
In 200 m radius: One is Pædagoguddannelsen
i Randers and the
other is VIA University College Campus,
Randers. This gives a possibility to aim
and reach a different audience than the
defined one of Pannonvin.
Here came up the idea that we should
rethink the wine bar concept and think in
a hybrid model which could operate as
a café/bar and co-working space at the
same time.
The survey was filled out by 35 respondents
who were female (66%), male
(32%), and one who preferred not to
share its gender (1%) – aged between
20-51 (The majority were between 20-29
(71%)). More than half (57%) of them
are currently students, almost 28% are
working full-time and slightly more than
8% work as a freelancer, 5.7% work parttime
and only one stated that they are
unemployed. The average working hour
per day was mostly stated by 6 hours
(20%) and 8 hours (22.9%) which means
the average working hours per week is
from 30–40 hours.
Almost 90% (88.6%) said their workflow
was influenced somehow by Covid-19
and most of them appointed between
5 (22.9%) and 6 (28.6%), and some of
them marked 9 (14.3%) on a 1-10 scale
where 1 meant less influence and 10
meant complete change. The majority
(91.6%) determined the strength of influence
from 5 points, which means the
effect of Covid-19 had reached Denmark
as well as the other nations worldwide.
In the next question I asked them if
they had tried alternative places to work
during the Covid-19 period where the
majority chose home (60%), then the
library (22.9%) and café (20%). Also,
22.9% said it was not necessary. Then I
asked them which was the most comfortable
and effective in their opinion. The
most comfortable place to work seems
to be home (63.6%), but only 47.1% of
them thought it was the most effective
too. The second most comfortable place
to do work is the library with 24.2% and
this number increased to 35.3% when
they judged it by productivity and effectiveness
view. The third most comfortable
place is café with 9.1% and slightly
increased (11.8%) in effectiveness.
Branding
The logo and the
brand identity
of Kage was
also based on
research, and
was optimized
to the target audience’s
taste. The
research was
evaluated by A/B
testing method
that consisted of
testing in parallel
two different
versions of logos
with similar domains
(restaurants
and cafés).
Therefore, the
logo of Kage
was designed
after the two
most preferred
logotypes, and
colour schemes
that were used
in banners,
menus and other
features.
When they were asked if they could
imagine working in the same place as
now (at the time of answering), 45.7%
responded with “yes”, 22.9% said “no”,
and 31.4% answered with “maybe”.
People tend to use their laptops (85.7%),
phones (62.9%) and desktop computers
(31.4%) for their work. And the next
question was referred to the objects and
environment they see around their working
station (desk)
Flyer for cakes
Flyer for wines
At last, they were asked if they could,
would they do their work/tasks in a café/
bar environment, which respects their
working space and has special offers.
42.9% of the respondents stated “yes”,
25.7% said “no” and 31.4% answered
with “maybe”.
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