Seasonal Provisions + Modern Mercantile
Dot x Ott is a new modern mercantile + purveyor of fresh provisions in Downtown Bakersfield, opening spring 2019. Taking up residency in a vintage brick building, Dot x Ott will serve our Eastchester + Downtown neighbors and will be the first business of its kind in the 18th Street corridor.
Situation + Strategy
Dot x Ott reached out to Purveyor House when they began the process of opening their shop. With a little less than a year til the doors would open, we hit the ground running as part of the creative team. Purveyor House led branding + marketing in collaboration with interior designer + creative visionary Jeran McConnel of Oleander + Palm.
Dot x Ott is important to Bakersfield because it’s located in a new center of interest downtown—the newly dubbed Eastchester. Across from Cafe Smitten + 17th Place Townhomes, Dot x Ott will fill a huge need for a fresh grocery + eatery in this well-walked area. We used our connections to bring a sense of camaraderie + community, from focus groups with17th Place Townhomes residents to a seamless integration into Second Saturday.
Plan + Implementation
Brand Discovery + Strategy
Our first order of business was to define the direction define the direction of this brand, vision + aesthetic. We took a discovery trip to Los Angeles, Napa Valley + San Francisco to understand the mindset, vision + intention our clients wanted to bring to life at Dot x Ott. During this trip, we gathered inspiration from packaging samples, product offering lists, logo design, spacial flow + overall creative direction that would set the tone for this new brand.
Brand Identity + Design
The owners brought the name Dot and Ott to the table as a nod to their childhood + we loved the nostalgia and ownability of the name from the get-go.
We decided to use an “x” instead of “+” or “and” to bring a modern touch. The x would become part of the brand’s logo + creative suite. There will be branded items for sale at Dot x Ott when it opens, so we wanted to make the x synonymous with Dot x Ott. Piggybacking on this, our pre-launch marketing campaign was brought to life using a hashtag phrase “#xmarksthedot” + painting the perfect “insta-wall” on the side of the building.
To help Dot x Ott reach opening goals, we created a custom marketing and brand development plan based on their brand strategy. This marketing plan took stock of their current position and laid out the specific strategies, guardrails + activities to help them in their success. We launched their website + social media platforms, and we continue to manage the content as they ramp up for opening to ensure everyone knows what is going on behind the scenes.
One of our first marketing pushes was a holiday gift box for Dot x Ott’s first showing at Bakersfield Second Saturday. We produced custom graphics using photography by Oleander + Palm to spread the word, ordering and quickly selling out of over 300 boxes.
As Dot x Ott opened, we helped share their story in a way to spark interest + bring people in to see what they’re all about. We put together a private preview for select members of the community to get a first glimpse before the soft open. From there, we’ve helped build their presence through a customized social media presence that helps invite conversation. We want our guests to feel welcomed even online.
For the holiday box, we designed custom packaging that will be a yearly holiday “black label” aesthetic for Dot x Ott moving forward. This process informed the packaging we crafted to hold precious inventory for sale. Come opening, we will have designed custom to-go packaging, private label inventory, branded inventory, tissue paper, tape + stickers.
For opening, we spent time to carefully craft items for maximum branding exposure. From the to-go cups, to the mugs to sip coffee while in store, the brand was there. Stickers featuring the badge are used to seal bread + to-go boxes.
Our favorite part of the branding exercise for packaging was the system created for their raw good private labels. We created a system to help frequent buyers find the item they desire + in a way that is scalable for Dot x Ott.
For the building’s exterior, we crafted custom signage and had parts repainted + refreshed to bring some modern elements. Pairing black paint with overhead signs + window decals displays different elements of the branding suite while still leaving a bit of mystery as Dot x Ott plans to open in a few short months [with much more to be revealed]!
Results + Transformation
Dot x Ott is now open to high remarks! What was once just a name + a building now has a brand built on strategy, a unique aesthetic + a community minded point of view.
Dot x Ott
93018th Street, Bakersfield Ca 93301