Owner
Red Riding Hood Bakery
Total years of experience :18 years, 2 Months
I’ve always had the passion to create my very own brand. After careful planning I launched a premium bakery brand that is in line with international quality and standards. Coming from an advertising background this was my 1st sales driven venture which gave me intense exposure to all aspects of running a hardcore tangible product’s business.
My recipes were backed by a thorough market analysis and research including Focus Groups (for tasting & price sensitivity) & trail generation. The results were; old school bakery goods, run of the mill cakes and a big unmet need of people seeking quality products. Creating a business with too much competition required a unique product which could give a quick boost to the brand. We reached a conclusion that this bakery will have premium cakes for everyday and classy designer cakes for big events.
Red Riding Hood Bakery was a brand created from scratch. At one time, me and my team were working on building brand identity while on other we were getting our hands dirty in the kitchen building recipes.
Brand Identity
Logo
The story was already famous and most of our audience were women and children who fell in love with it in no time. It caught attention and soon the word of mouth spread.
Packaging
The name Red gave us the license to pick brand color as red.
Normally a cake is packed in a box which then goes in a bag. I thought it was not trendy, too costly and time consuming printing job and while packing. So I came up with the idea of a box with handles. The box mechinal layout has been patented so competition can not copy it. This box became so popular that it has became 1st choice to gift.
Environment design
Our plan was to open multiple outlets so a syncronised environment design was the key. I developed a conceptual look of the outlet. An old English red bricks with traingular arched facades, chalky menus designs & staff livery. Coffee served in classy branded mugs, warm grandma’s sofa coupled with fresh aroma of nutmeg cookies over 1930’s hollywood music.
Photography
Each product was carefully photographed in the perspective which can be compiled together to give one portfolio shot.
E-Commerce Website and Facebook
First bakery to have a very own E commerce enabled website allowing international customer to place order for their loved ones in Karachi. This online store was seemlessly integrated with delivery company
who was responsible summarize daily orders and print out labels for delivery dispatch.
Workflow
Market analysis
Procuring the best ingredients
Operation expense, Item cost, Profit evaluation & Balance sheet
Controlling operating expenses in a growing business every year without cutting corners, evaluating item cost by breaking up operating expense, packaging, taxes, discounts and loyalty. Getting sales audit everyday filtering profit on monthly and yearly basis.
Trade Mark Registration, Box design registration & domain registration
Kitchen management
Inventory Management,
Daily sale audit
Front
Sales Staff training - Weekly staff training and meet ups to discuss new trends, sales promotion and customer relationship management.
Product display - Products were displayed meaningfully in shelves with each product labelled with a shelf life. In shelf product labeling.
Online Point of sale
Staff communication group
Creating SOPs
First bakery to have E commerce
Very classy branding & direct advertising
After a successful career at Spectrum Y&R, I decided to start my own Ad agency. Having proven my skills already, I took a daring yet confident step of starting my own creative agency. With my leadership, creative excellence and team work, the client base and revenue grew from zero to 45 million in an years time. I lead all aspects of the creative, activation and media services for the following clients over the years:
Omantel - (a.k.a Worldcall) Won pitch against leading agencies. Developed Electronic and print media along with their media releases. Also lead the activation campaign which resulted in 20, 000 connections in 1 month. Involved in cable tv promos, ....
Sony Ericsson - TVC concepts, billboard designs and btl activities
Standard Chartered Bank - BTL activites and designs
GSK - Pharma Medicines detailed Aids and animations
Novo Nordisk - Novo Pen 360 degree launch and media releases
Monsalwa - TVC ads, related campaign material and adhoc design jobs
Millac - Print Ads, Skimilac pack designs, BTL designs
MCB Asset Management - IPO Print ads, annual reports, brochure designs etc
Hussaini Blood Bank - Donation Documentaries & other collateral designs
Taza Foods (Habib Group) - TVC ad for the international airing, corporate website design, instructional videos
Doctor Tooth Paste - TVC ads and pack design
Nexera - TVC ads and pack design
Sundip Recipes - Photography, pack designs, brand identity design
Pak Kuwait Takaful - Annual report, calender designs
PK meat - Full brand launch including TVC ad, website, social, print ads etc.
Abbot - PDA (Patient Detail Aids) designs and for numeroud brands including
Nivea - Brochures and nationwide BTL
Vitalize - Product packaging, focus group, campaign launch and BTL
Equal Sweetner - Packaging
Novartis - Detailed Aid and Animations
IFFCO Golden Sun - Packaging relaunch and BTL design campaign
Butterfly - Packaging
Won Dawn Aurora Award for ... Public Service Message
After successful Ad Agency venture I decided to start a BTL agency which was responsible for BTL activities, interior design and execution on ground. With my leadership, creative excellence and great team work, the client base grew. Sony Ericsson, Standard Chartered Bank, American Express, MCB Bank, Nivea etc were our bluechip clients with which we raised a revenue of 40 million in the first year.
Proved my mettle on the following brands. My work was recognised on Agency’s global netwrok and I was awarded twice for my creative excellence.
Main Responsibilities:
1. Content developement
2. Communication strategy
3. Visualisation
4. Delegation
5. Timely delivery of materials
6. TVC campaign
7. Direction and Execution
Clients.
Citibank - Silver Medal from Y&R Global Network
English Biscuits
Caltex Chevron Texaco
Nike - Print ad designs one of which won be Golden Award
Colgate Palmolive
MALC
NADRA
Ministry of population
Jaffer Brothers - Gold Medal from Y&R Global Network
During my stay I have worked with Top blue chip clients over 360 Multimedia campaigns which included Communication strategy, TVC concepts, direction, Print campaigns, BTL campaigns etc.
After completing diploma in communication design and graphics I started my career in advertising as junior designer. My core responsibilities were to assist creative managers and finalize digital print jobs for printing.