Our work

Melanzane Guru
Brand identity | Content creation | Digital design | E-commerce | Mailer | Marketing campaign | Project management | Website development

Brand identity

As a startup, we had the opportunity to work with Melanzane Guru from inception. As we suggest for all our clients, we started by developing the brands’ positioning and identity, from aligning the business’ name and domain through to its value proposition and associated taglines.

Melanzane Guru’s objective is to market and sell a select range of ready meals via its website, making the website its primary business asset. Using its new identity, we created the website content, writing and editing the copy and sourcing and shooting the imagery.

The Direct Guru | Melanzane Guru Brand Identity | Logo

Logo design

The Direct Guru | Melanzane Guru Brand Identity | Font

Font pairing

The Direct Guru | Melanzane Guru Brand Identity | Font

Colour palette

Website homepage designed and developed by The Direct Guru for Melanzane Guru

Website development and e-commerce solution

Without a physical store, the Melanzane Guru website is the only tangible presence for the business and therefore needed to display the value proposition and product offering and instil buyer confidence.

Melanzane Guru also needed a full-service e-commerce solution for clients to shop, order, pay online, and manage products, inventory and deliveries.

We designed the homepage as a scrolling landing page that displays and explains the business’ complete offering. The page includes anchor scrolling to specific locations from the top menu. There is a strong continuous call to action with an ‘order now’ that links to the online store.

The online store includes the complete product collection for the business with a filter element to assist users searching for specific products.

The site includes a comprehensive shopping cart, checkout and online payment functionality with an elaborate back-end order management system.

Buyer confidence and the business’ credibility is elevated by the integration of Facebook recommendations throughout the website.

Website online shop designed and developed by The Direct Guru for Melanzane Guru
Website product page designed and developed by The Direct Guru for Melanzane Guru
Website shopping cart page designed and developed by The Direct Guru for Melanzane Guru

Paid social campaigns

As a business with no physical or existing brand presence, we were tasked with making potential clients aware of the Melanzane Guru offering and boosting sales.

Social media was the obvious choice, and we set to work, creating a paid social marketing funnel using Instagram and Facebook.

The social media marketing funnel consists of three separate campaigns, each with relevant ad creative and distinct audiences.

We created a top-of-funnel awareness campaign; a mid-funnel consideration campaign; and a bottom-of-funnel conversion campaign to drive brand-aware and engaged users to the online store and generate sales.

The Direct Guru | Melanzane Guru Social Awareness Campaign
The Direct Guru | Melanzane Guru Social Awareness Campaign
The Direct Guru | Melanzane Guru Social Awareness Campaign
The Direct Guru | Our Work | Melanzane Guru | Paid search
The Direct Guru | Our Work | Melanzane Guru | Paid search ad

Paid search campaigns

To complement the primary marketing focus of the paid social campaigns, we initiated a paid search campaign targeting three key areas:

  1. Display advertising, remarketing to users who had visited the website via the social media campaigns 
  2. Google expanded text and responsive search ads targeting product-related keywords
  3. Brand-specific keyword campaign to ensure the best search engine results for brand-related search

Mailer & infographic design

As a client base grows, email becomes an integral part of the marketing strategy.

Within the Hubspot CRM, we designed brand-aligned e-mailer templates and segmented the client base into a series of lists for various marketing approaches.

Preparation of the Melanzane Guru meals provided an excellent opportunity for an additional sales tool, an infographic.

This infographic neatly and simply demonstrates the preparation and cooking process for the ready meals the Melanzane Guru sells.

The Direct Guru | Our Work | Melanzane Guru | Mailer design
The Direct Guru | Our Work | Melanzane Guru | Infographic design
The Direct Guru | Our Work | Melanzane Guru | Mailer design

CRM integration

Each purchase from Melanzane Guru provides a valuable addition to its client list. To best utilise this growing database, we integrated the e-commerce back-end with our favourite CRM, Hubspot.

Hubspot not only facilitates highly efficient management of the client database, but it also offers, amongst other things, exceptional functionality for the design and management of mailer campaigns.