Target Book and Persona
Tony Fahmy
Brand Designer
Brand Strategist
Market Researcher
Google Slides
Instagram
Reddit
The Audience
Professional Chefs
The Task
Create an audience book for a venerated German knife maker that has been losing the spotlight to Japanese knife brands, including a fully fleshed-out persona, a research-backed strategic approach, and appropriate tactical recommendations.
First: Define what makes Wusthof stand out from its competitors
Our Summation
Social Listening Results
Next: Sculpt a data-driven persona (named Jack Novarro) and present it as a narrated “Day in the Life,” complete with a gif wall, background tunes, and accompanying one-sheet
The Gif Wall
The Script for our live presentation
A one-sheet summary of the persona
Finally, end with a set of recommendations and a call to action
My Contributions
Played a key role in background research for chef’s attitudes towards Wüsthof, as well as used my own experience working in kitchens to identify a sub-audience for chefs that felt real and authentic.
Spearheaded the creation of the audience persona, a process that essentially consisted of our group holing up in a work room for three hours and using our data points to derive personality traits, habits, and values, all to a soundtrack of punk and surf rock.
Directed the general design of the final book, and narrated the “day in the life” persona section with “War Pigs” by Black Sabbath playing
2022
