Ritual Environment Design and Brand Strategy
JANUARY 2018 - APRIL 2018
EMPOWERED WOMEN, MAKE CHANGES
Ritual is a transparent brand, they ethically source all of their materials with purpose and intention. They are up front about their purpose and their cause; to create a twice daily vitamin by women, for women that has only what is necessary. The product itself embodies the transparent qualities of the ingredient sourcing and brand ethos.
Proposed Promotional Video
Based on the research from Harvard study, we determined that while millennials are more globally connected than ever before they are more locally isolated. This truth leads to trends in how millennials gather and socialize with one another. The research of Casper ter Kuile and Angie Thurston, Harvard researchers, shows six clear themes in the gathering places of millenials; community, personal transformation, social transformation, purpose finding, creativity, and accountability. Icons (below) for these themes were taken from their research but modified to fit into the Ritual brand, from left to right: community, personal transformation, social transformation, purpose finding, creativity, and accountability.
Research on creating disruption in daily routine and creating positive, successful habits was informed by The Power of Habit by Charles Duhigg and the essays and book, What the Most Successful People Do Before Breakfast: How to Achieve More at Work and at Home by Laura Vanderkam. A key factor in both authors' research was that bad habits cannot be erased, they must be replaces with new ones. Cues on how to create a disruption in habit and expand social networks leading to positive opportunities and chances for success come from organizational psychologist at Ohio State Univesrity, Tanya Menon.
THE EXPERIENCE MAP ABOVE IS BASED ON THE FOLLOWING:
In order to disrupt the habits of our users and launch them into new opportunities and interaction with the Ritual brand there are 9 concept vending machines throughout the city. The aim is to catch the attention of our users while they are in the middle of one of their daily rituals. For example, Jessica is walking her dog in the morning, on her way to the same dog park, walking along the same route, but today she notices a new “installation” or vending machine in her path and stops to investigate. It’s a Ritual Pop-Up, one of nine experience based vending machines, she gets a complimentary refreshment because she downloads the app. There is a map indicating where she might find other vending machine experiences, there is one close by her apartment so on her way home from the dog park she takes a detour home to find it.
On her morning walks, Jessica expands her route by going to a new installation everyday. (This is how to expand the social network and disrupt a ritual - referring to Tanya Menon’s TEDtalk above). This leads her to finding out about the store grand-opening.
Brand Awareness through PopUps
The store experience is based on the research of Casper ter Kuile and Angie Thurston, see link above, who state that millennials are more globally connected than ever before, but also more locally isolated. The research suggests that there is paradigm shift from institutional religion into a personal understanding of spirituality. The main objectives of the in-store experience are based on the themes stated in their research: community, social transformation, and creativity. Community means relationships centered on service to others. Creativity means allowing time and space to engage in play and imagination. Social Transformation means creating justice and beauty through the creation of networks for good.
The Flagship Experience
Between the in-store experience and the advocacy phase of the experience, accountability occurs from a digital touchpoint to automatically log and keep track of progress towards personal goals. This will also occur as Jessica begins to network with the other women using the space and by finding each of the touchpoints around the city, she can mark her progress on the app. Accountability is for oneself and for others
Humans are creatures of habits, you can only disrupt their rituals so much before they fall back on old ways, this is the basis for advocacy of the brand, if the users are reaching their goals, they will surely tell their friends, their family, their networks about this personal transformation and how they found clarity in their own personal values. Being the most "Instagramable" vitamin, will also mean this should be the most "Instagramable" experience possible. This is how the digital advocacy can continue to spread. Personal Transformation means efforts to develop one’s own mind, body, and spirit. Purpose finding means clarifying, articulation, and acting on personal mission and values.