A package’s design architecture can outlive a dozen or more ad campaigns.  Imagine the media cost if you were required to run an ad that would be seen by all your potential customers.  In the cases studied, research indicated that only 7 percent of consumers see an ad before experiencing the product in the marketplace.  Not very good odds.  Now consider how many possible consumers see your package design.  Virtually 100 percent of your current and potential consumers see your brand’s identity at retail.  With up to 70 percent of brands in selling environments being purchased on impulse, package design can be the first, last and most critical opportunity to influence the sale.  Statistics show that packaging campaigns, not co-joined with advertising programs generate more than 450 percent higher revenues than advertising programs alone.

POPCORN PAVILION: The brand is inventive and original with its personality inspired by the historic painting “Old Ocean City – Boardwalk Memories” by noteworthy eastern artist Paul McGehee. The painting is a view of the famous Ocean City Maryland resort in the summer of 1915, teeming with bathers in the surf and folks strolling the boardwalk. The artwork plays a prominent role in the store’s decor and gives balance to the Victorian themed architecture, lighting and millwork.

The Popcorn Pavilion brand, logo and retail packaging is similarly inspired by the period with hand painted typography and flourish-work and fresh blue and white stripes. It is fun yet sophisticated with just the right amount of historical significance and contemporary brand value to make it a solid contender in both the gourmet popcorn and gourmet snack categories.

The retail space is small and efficient (600 sq. ft) and was developed “franchise ready” with all of the theme, architectural and mechanical elements completely scalable. “This is our flagship store” says one of the owners “but having the concept designed with flexibility and scalability in mind will make it very easy to roll out stores when we start planning our second store next year”.

The exhibition-style kitchen is viewable from the retail floor and customers get a front row seat as they watch the more than eighteen varieties of gourmet popcorn created before their eyes. This compact yet robust engine runs two shifts a day and fuels both retail and website orders.

Popcorn Pavilion is the latest branded concept created by retail designer Ken Barnes. It is located on the main floor of the Pacific Northwest’s premier shopping mall; Bellevue Square. Experience the store in person or visit their website at http://www.popcornpavilion.com/

By definition a Craft Brewer is a small, independent, and traditional operator. They hand-craft beer in small batches, less than 25% of the brewery is owned or controlled by an ABI member who is not themselves a craft brewer, and the brewer must either be an all-malt flagship or at least 50% of it’s beers must be all-malt beers. Their other brews can use adjuncts to enhance the beers character but never to artificially lighten it.

Newly emerged in the craft brew marketplace is Barnacle Brewery located near Culver City, California. It’s colorful moniker is based on a family nick-name and it’s mission is to create beers with character and depth using the simplest and purest of methodologies. Brewer Kristofor Barnes states “we never filter or pasteurize our beers. All of our brews gain carbonation through bottle conditioning, allowing carbonation to occur naturally. We strive to use authentic, whole and honerable ingredients and we go organic when ever possible”.

One of Barnacle Brewery’s first offerings is a Saison; a Belgian farmhouse-style ale. This is a beer of subtlety and complexity with malted barley, spicy coriander, round yeast notes and a distinctive malt structure. As is true of all good Saisons, the beer is distinctively different fresh and when aged. Limited 12oz. bottlings will soon be available locally with 700ml bottlings available later this year. This impressive brew boasts an ABV: 7.1%, IBU: 28, SRM: 11.89. Very tasty!

Barnacle Brewery’s brand design effectively taps into the emerging market demand for a more sophisticated approach to craft brews. Modern graphics and a fresh color pallette are paired with custom typography that does a nice job of blending both historic and contemporary letterforms. While many craft brews try to look like they have been around for centuries, the Barnacle brand takes a mature and honest stance. “We’re not in the 1800’s” says Barnacle co-founder Kristofor Barnes “so why try to look like we are. We’re new and we’ve got something unique and new to offer, something the marketplace has been waiting for. We may find our traditions in the past but we are all about the future!”

Ken Barnes is an expert in brand design, retail strategy and branded architecture. His experience in cultivating a brand’s specific points of difference consistently builds increased sales and creates effective positioning at retail for his clients.

This year the Indy 500 Celebrates it’s first centennial. And what better way to pay homage to the race that started it all than by bringing the Indianapolis 500 culture
to the public in the form of a great new dining experience!

Designed in conjunction with the Indy owners the 4300 sq.ft. space is part restaurant, part museum and all fun! From the full-size Indy racer displayed behind the bar to historical artifacts and cross-tech theme, the restaurant is a salute to the last 100 years of automotive achievement and ingenuity.

The Indy 500 Grill is the last project designed and directed by Ken Barnes before leaving his old firm to start KWBI in 2008. Though the space was completed after his departure the result stands as a great reflection of his vision and signature style of blending brand, experience and architecture.

“GENTLEMEN, START YOUR ENGINES!”

Papa Murphy’s Intl. announced that it finished 2008 with $585M total U.S. sales, a 17% increase from 2007. Strong results! Papa Murphy’s has taken a lighter approach weaving their brand statements and key messaging through the subtle fabric of their in-store environment and architecture. The effect is upscale and hits key customer touch-points giving the impression of an excellent product at a value price.

SO WHY DO THEY THRIVE WHILE OTHERS STRUGGLE?
These concepts and many others have taken the time to build and understand their brands. They have crafted a message, wrapped it in a value-proposition and delivered it as an experience through service, product and engaging store design. THE BIG 3

What do their stores say to the customer that yours does not?
The answers are an exercise in “back to basics” for some, and “the outer limits” for others. So before you pick up the phone and call your architect trying to find your own BIG 3, remember the problem is this; your brand and your store are not talking to each other and neither of them is talking to your customer. What you need will take more than an architectural intervention. What you need is a Brand-Thru-Environment Makeover.

Know Your Brand Concept:
THE BIG 3-STEP 1: Go back to the beginning. Know what your concept is all about. It’s strengths, the lines it should stay within to remain brand-centric. If you don’t have a brand story write one. If you don’t have a brand culture develop one. If your store is not telling your brand’s story and you don’t have either of the first two, call me, I can help.

Teach Your Brand Culture:
Part II of THE BIG 3-STEP 1: For your concept to consistently attract and win customers, build market position and gain customer loyalty you may need to wear your brand culture on your sleeve for a while. Remember, you might know what your brand is all about, but it’s news to everyone else. Tell your brand story and teach it to your employees. Aside from telling your brand story through your store design your people are the front line, your brand ambassadors. The server-customer relationship is one of the most important things you can cultivate. If your servers believe in your brand culture your customers will believe in your brand culture. People love a good story and this is your opportunity to tell them one!

Be The Innovator In Your Category:
THE BIG 3-STEP 2: Continually innovate your menu. Lead the trends, offer signature items and above all, deliver authenticity and value. Remember authenticity? That’s what you set out to deliver when your restaurant was just a dream. A great brand story won’t do you much good if what you bring to the table is sub par so keep it fresh and genuine! You know the difference and so do your customers!

Something’s still missing?
So, you’ve gone back to the beginning and found your roots, you’ve written your brand story, developed it into a brand culture, taught it to your employees and customers and yelled it from the mountain top! It looks like your are ready for STEP 3.

Your Store Design Should Bring Your Brand To Life!
THE BIG 3-STEP 3: One thing winning concepts have in common is they deliver an experience. The brand story, brand message and brand culture are played out through the store’s environment becoming counter-points to winning service and an
authentic, original menu. The results are tactile and immersive. In the case of some concepts (including Red Robin and Papa Murphy’s) their brand message plays a face-forward role in their restaurant design. Architectural wall graphics, quality statements and key messaging impart the values they want their customer to take away with them. For other concepts brand-centric theming and decor impart a more subtle, but equally important level of a brand’s culture. And still others make their brand-environment presentation proprietary (developed and lisenced just to them) with signature pieces. And of course originality, comfort, lighting, solid build values and a spotless presentation let your customers know you are here to deliver a great experience.

Enhancing your store design and telling your brand story through your store’s environment (Brand-Thru-Environment) can be the single most important thing you do to help your concept succeed. When coupled with service and menu the effect is unstoppable. Just ask Papa Murphy’s and Red Robin. Both are enjoying system-wide growth and profits in an economy that says it should be otherwise. They and other concepts like them are flourishing by delivering THE BIG 3; Service, Product and Environment, and by making each and every customer experience, a Great Brand Experience.

Ken Barnes is a pioneer in Brand Development, Store Design and Branded Architecture. Some of the concepts benefitting from his special blend of Brand-Thru-Environment Design are: Papa Murphy’s Pizza, Indianapolis 500-Indy 500 Grill, Schwartz Bros. Restaurants, Wolfgang Puck’s Cucina Presto, Amazing Brands, Starbucks Coffee, Taco Del Mar, Nordstrom Restaurant Group, Briazz, Rice n Roll Sushi, Bakehouse Bistro, Samurai Sam’s Teriyaki Grill, Surf City Squeeze, East of Chicago Pizza, Port of Subs, House Of Blues, Frullati Bakery & Cafe, Yan Can Cook, Blue Water Taco Grill, Thai Bistro and many more.

Ken Barnes: ken@kwbidesign.com

Barnes worked with operator and long-time friend Dave DeVarona to create this homage to the impromptu taco shacks DeVarona frequented as a surfer in his youth.  From the lively exhibition kitchen to the salvage-yard chic decor the result is a rusticated, lived-in and above all authentic coastal taqueria experience!  This is not just another Taco-Del-Log. Other concepts may try to walk the walk but Blue Water truly invented it! Blue Water Taco Grill operates seven restaurants in the Seattle area. Barnes is currently designing restaurant no.8 at 6th and Union (pictured above) which is slated to open this September.

In the Seattle area restaurant construction costs have skyrocketed so creating a great consumer experience for under $75 sq ft when the costs for even a modest build are $175 – $350 is no mean feat. Ken Barnes collaborated with owner-operator Kane Bunyaketu (a Thai native who traces his culinary roots to Hawaii working under Sam Choy) to build on the Thai Bistro concept they created in 2006. Every aspect of the project was strategized; solid business plan, the right location, innovative menu, efficient kitchen built around a high vph model, demographics-driven price points and a solution-driven contractor. Barnes’s front-of-house architectural design was cross-cultural as is his hallmark style. Thai carvings and furnishings, ornate Thai ironwork, and an authentic Thai temple (Juon glee) that seats 12 were counter-points to his inventive and contemporary custom lighting pieces, hand-fired glass, new-world “Thai-Tartans” and old-world Thonburi’s Wat Suwannaram inspired hand-painted murals. The result is a feast for the eyes and the soul; a casual and fun neighborhood spot serving exceptional Thai-fusion cuisine at affordable prices in an atmosphere that makes you feel great!

Results: The planning paid great dividends. The project opened four weeks ahead of schedule and costs were dramatically under budget at $67 sq ft! The Thai Bistro restaurant group currently operates more than 20 restaurants across several brands in and around the Pacific Northwest.

                     Barnes collaborated with Amazing Brands operator; Jonathan Munsell to develop his new Bakehouse Bistro concept.  A small-market format offering fast casual dining, gourmet coffee roasting and organic bakery products during it’s day-part and a chef driven menu with sit down dining and wine tasting in the evening.  Bakehouse Bistro’s signature selection of chef-prepared foods, world-class wine cellar and organic bakery are enhanced by the inventive brand, core messaging and fresh, comfortable environment.  Bakehouse Bistro has three locations in North Carolina and was developed as a “Franchise Ready” concept.

The Blu Doge brewing philosophy is largely driven by a commitment to forge a new path in the craft brew market. Importing malts from the hot landscapes of Campania in southern Italy and specially grown whole hop flowers from Trentino-Alto and Adige to the north, BDB will use up to 5 different yeasts strains at any one time and will employ 3 different types of fermenters to achieve the unique BD beer characteristics they require.
Barnes developed the concept and it’s authentic points-of-difference, effectively placing the brand in a category new to the craft brew market.

Productivity and throughput were very important in the design of the facility and some fairly complex ideologies had to be considered. The resulting design packed a lot of efficiency into a very limited footprint. Efficiencies include compact production lines, remote staging areas and multi-level keg rooms. Establishing areas that serve double-duty as both public brand-experience and production areas also increases the usability of the space helping to create a memorable consumer experience for this unique brand.

This new restaurant reflects Martin Yan’s heritage as a comfortable, “neighborhood place” and lower light levels, materials, colors and other visual components further support the elevated brand positioning.  Guests watch as fresh meals are quickly and efficiently prepared before their eyes and the economic micro kitchen / exhibition cook-line combo maximizes seat counts and vph revenues.

Recognition: In 2008, the San Diego Yan Can Restaurant won the “NTMA Award For Design Excellence” in the transportation category. The competition included all new design and construction projects in US airports and transportation facilities.