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The European-style bakery and pastry brand The Harvest partnered with Greater Group in the design of their latest Flagship Store in Pluit, North Jakarta. Greater group provided Concept Design services, including space planning, customer experience strategy, joinery design, materials specifications, environmental graphics as well as schematic drawings and graphic implementation guideline.
The Harvest had always portrayed a mature brand image, accentuated by its signature black and gold colours. In this project, Greater group was challenged to provide a new face for The Harvest, in order to appeal more to the younger market. While keeping the mature characteristic, the other distinctive qualities to be reflected include friendly, attractive, earthy, and experiential. The project key objective was to create a bespoke customer experience while supporting the brand’s business strategy for future growth.
Project Location
Indonesia
Industry
Food & Beverage
Year
2020
Project Requirements
Design
The 300 m2 space is designed upon 4 customer journey zones: Attract, Experience, Transact, and Delight.
Through the implementation of clear wayfinding and category management, the shopping experience becomes less overwhelming and therefore more enjoyable. Separate entrances for dine-in and takeaway are strategically positioned. Following COVID-19 response, delivery orders have increased tremendously thus separate entrance and waiting area for couriers are proven to be practical.
Inspired by Japanese contemporary design and the Memphis era, the new look & feel is applied consistently throughout the space, from the shopfront architecture, display area, dining space to the pick-up zone and bathroom. Rose gold as a new brand colour is introduced to complement the existing more mature palette. Eye-catching graphics are applied to capture emotion while the theatrical kitchen setup and workshop table for personalised gifts contribute to the Instagram-value of the store.
The Harvest was established in 2004 and has grown into the largest European-style bakery and pastry chain store in Indonesia. Today, they have over 45 stores in major and developing cities country-wide as the brand continues to lead the market with superior product quality, innovative packaging, and a top-rated customer journey. It is certainly the go-to brand for majority of cake lovers in Indonesia.