i. concept
Éclat is a multimedia platform that reimagines the culinary book, embodying the warmth and spirit of experimentation found only in the kitchen. It is an authoritative resource for true connoisseurs of flavor at the intersection of premium quality and the rhythm of the modern metropolis.
Multimedia Presence in this case is demonstrated by the brand having both online and offline resources simultaneously, which pursue various goals and meet the needs of a broad target audience.
ii. Mission
In the last decade, the gastronomic landscape has changed significantly: even a local coffee shop offers functional, beneficial, and unusual products.Yet, there is no relevant cultural counterpoint to the practice of eating out.
Drawing on my personal experience and conversations with friends and acquaintances, I conceived of a startup—a media resource—that could meet the gastronomic needs of the modern generation while preserving culinary traditions.
Thus, Éclat makes haute cuisine accessible to everyone and helps adapt home cooking to contemporary trends.
iii. Target Audience
a) Young Adults 20–30
Recent graduates looking to skip cooking, eat diverse meals, and enjoy the same tastes they are accustomed to in trendy establishments.
b) Professionals
Those wishing to share their experience on an authoritative platform.
Tone of Voice
v. Niche
To identify competitors, a survey was conducted among the target audience regarding the resources young people use for finding recipes and preparing food.
a) Cooking YouTube
Cooking Time, Joshua Weissmanb) Recipe Websites
Yedim Doma, Food.ru, Gastronomuc) Reelsd) Cookbooks
Competitors
v. Competitive Advantages
A key differentiator and competitive advantage of éclat is its multimedia nature. It is not merely an archive of contemporary recipes or a guide to the city’s restaurants, but an entire gastronomic ecosystem.
Project Composition
Social Media Posts are aimed at an audience directly interested in culinary arts. The content includes event announcements, cooking tips, popular educational videos, and recipes themselves.
Print Magazine is designed for a broader audience, favoring light, mass consumption: popular science articles, interviews, gastronomic reviews, and news.
Physical Space</b class="text-primary"> serves as a crucial link, translating media activities into the offline realm and exposing the broadest possible audience to them.
vi. startup
With the presence of an investor and/or a creative team, the startup has the potential to realize its vision either in its entirety or in selected parts.
A similar media example is ÜMANK, which evolved over several years from a local clothing brand into a creative agency and a media outlet focusing on fashion and culture, complete with its own offline space and restaurant.
Upon completing my thesis work, I would like to propose a collaboration to several established media outlets and publishers who might be interested in this offer.
