bottle of

BRAIN
muuuuu
milk STORMING
cow
white
new: mustache of
tetrapack milk
older
people brunch
smells
sunday free
kids day
aperitivo
speed
LATTERIA grey
social
rescuing roots life
good moring

morning
roof
slow food farms night
Km0
pomodoro
food esselunga nature
festivals
nutritional not
trend processed MILAN
HEALTY
being in shape neighborhood helthy nutrition
CITY
organic fitness focus
healthy “well
daily
produced”
rutine
freshness

gathering/socializing
 CLUSTERING

VALUES + TRENDS + TARGET

good moring rescuing roots kids

nature slow food elderly people

healthy nutrition roof farms families

neighborhood Km0 teenagers

daily rutine food festivals workers

freshness pomodoro esselunga students

gathering/socializing nutritional trend

no processed being in shape fitness
icony of popular focus
culture organic healthy “well
produced”
 WHAT IF SCENARIOS

1. MERENDA AFTER SCHOOL 2. COUNTRY SIDE EXPERIENCE

VALUES TRENDS TARGET VALUES TRENDS TARGET

good moring nutritional trend kids nature california families
bakery
helthy foot bus eldery helthy teenagers
nutrition people nutrition roof farms
rescuing roots students
neighborhood parents freshness home made
Km0
daily rutine gathering/ slow food
creative community socializing
freshness nutritional trend
house kinder garden

Design Opportunity: Waiting Times Kids/Parents Design Opportunity: Bring Nature Into A Grey City
 PROTOTYPING:
GATHERING AND VALIDATING INFORMATION
1. MERENDA AFTER SCHOOL

TARGET kids
people in charge of
kids
parents

FOCUS ON daily rutines

food consumption habits
Method used: interviews particulare needs
imaginarium about old latteria

INSIGHTS - full-time working parents don’t know between them

- working parents need support to pick their kids up from
school, many ask for help to a third person.
- most frequent question made by kids when they meet their
parents after a long school day is ‘what’s for dinner?”
- the imaginarium of latteria is focused on flavors and testings
of products more than the purchasing
- some kids have activities after school such us sports, arts and
languages courses.
- Granma or a nanny often pick them up. If it’s the nanny
parents prefer her to come home directly with the kid; granma
instead like to cook themselves the merenda
 PROTOTYPING:
GATHERING AND VALIDATING INFORMATION
2. COUNTRY SIDE EXPERIENCE

TARGET young people

families

Method used: interviews FOCUS ON free time

imaginarium about old latteria and milan
identity
typical place to go in the city
aperitivo perception and alternatives

INSIGHTS why pay for something I can get for free

there’s not really a family place inside the city besides parks
we go away over the weekend
latteria was an icon, right now Milan is well known for deisgn
and fashion
I would love to have a cool place with quality food but not
that expensive
 POSSIBLE SCENARIOS

1. MERENDA AFTER SCHOOL 2. THE MILKY WAY

VALUES TRENDS TARGET VALUES TRENDS TARGET

helthy slow kids warm slow food 30-50 years
nutrition food atmosphere old quality
parents amateur users oriented
neighborhood nutritional no processed becomes people
trend professional
daily qualified
rutine foot bus nutrition white/ iconic

freshness childhood white/ iconic

traditional Km0

Design opportunity: waiting times kids/parents Design opportunity: create a strong icon for Milan based
on a universe of experiences
 PROTOTYPING: POTENTIAL EVALUATION
DESIGN OPPORTUNITIES

1. MERENDA AFTER SCHOOL 2. THE MILKY WAY

-traditional milk-based high quality
-provide healthy food during snack time
products
-picking up kids from school
-traditional icons
-take care of them untill parents arrive
-fresh but elegant products
-offer fresh ingredients in a traditional
-heritage connaisseur
dinner menu package
-special edition from different manifactors
-provide a gathering space for kids and
parents around the neighbourhood
-connect local food providers to customers
directly in the neighbourhood

EXISTING SOLUTIONS WITH SIMILAR FEATURES

kindergarden eataly
farmer market bianco latte
GAS corso como 10
after school courses peck
happy bus
 FINAL SCENARIO

VALUES TRENDS TARGET

socializing helthy nutrition slow food kids

fresh food nutritional trend parents

childhood foot bus

quality time childhood

neighborhood Km0

daily rutine

time flexibility

Design opportunity: Create a safe neighbourhood solution

based in local produced food, focused on the merenda time
for kids and on the dinner for the whole family, consequently
a space for socializing.
 PERSONAS 1.

GIULIA
Full-time worker mom
“I need to pick up my child but I should be working”

-late 30’s
-Industrial engineer
-works from 9.am to 6.00 p.m in Brianza
-mom of 5 year and 8 year old kids
-have breakfast with her kids before leave them at school
NAME -buys always healthy food for their children
CHARACTERIZATION -is at work when kids go out from school at 16.00h
CLAIM
-knows just few parents from her neighbourhood
BACKGROUND -is interested in cooking but has time to cook good meals just
GOALS during the weekends
NEEDS -exchange recipes with friends and family
-arrives to tired to go to the supermarket to search for dinner

-wants somebody to pick up her kids after school

-finds a place where her kids can stay until she comes from work
-be aware of what her kids are doing meanwhile she is in her job
-meets the parents of her kids friends in a more flexible time
-wants a nutritious and balanced snack for her kids
-trust
-flexibility of time
-place her kids in a healthy environment
-Socialize with her neighbourhood
-healthy and varied diet
 PERSONAS 2.

MATTIA
little curious boy
“ I’d like to play with my friends afterschool time”

-7 year old
-attends elementary school
-loves to watch T.V and play video games
-meet friends just at school but doesn’t know his neighbours
-likes to discover the world trough experiments
NAME -is too small to go back home by his own when his mom is not
CHARACTERIZATION waiting for him after school
-enjoys the taste of milk and yogurth
CLAIM
-ask about dinner everyday to his mom
BACKGROUND -wants to have a delicious meal for snack time
GOALS -find a place where to play with dudes afterschool
NEEDS -meet some friends from the neighbourhood differents from his
school
-take a part in the decision of what ’s for dinner

-Playing with other kids

-eat something he likes
 SYSTEM MAP

www
8:00 18:00

M N
Merenda MENEU U
MENU

7:30

www
16:00

Suscription Week
18:30

16:30 Check
In

Testing Weekend
Waiting
Area

MENU
+
Tasting Area

Buy

Check GO
Out HOME
 SYSTEM MAP A.

www
www
www
8:00 18:00

MENU
Merenda MENU
MENU

7:30

www
16:00

Suscription Week

Suscription
18:30

16:30 Check
In

Testing Weekend
Waiting
Area

MENU
+
Tasting Area

Buy

Check GO
Out HOME

Testing
 SYSTEM MAP B.

8:00
www
8:00 18:00

MENU
Merenda MENU
MENU

7:30

www
16:00

Suscription Week
18:30

16:30 Check
In

Testing Weekend
Waiting
Area

MENU
+
Tasting Area
7:30
Buy

Check GO
Out HOME

16:00

Week

B 16:30 Chec
In

Weekend
 SYSTEM MAP C.
C

www
www
8:00 18:00

Merenda
MENU
MENU
MENU
18:00
7:30

www
16:00

Suscription Week
18:30

16:30 Check
In

M N
Merenda MENEU
Testing Weekend

U
Waiting
Area

MENU
MENU
+
Tasting Area

Buy

Check GO
Out HOME
 SYSTEM MAP D.

18:00

www
8:00 18:00

MENU
Merenda MENU
MENU

7:30

www
16:00

Suscription Week
18:30

16:30 Check
In

Testing Weekend
Waiting
Area 18:30
MENU
+
Tasting Area

Buy

Check GO
Out HOME

Waiting
Area
D

MENU
+
Tasting Area

Buy

Check GO
Out HOME
 BUSINESS MODEL CANVAS

PARTNERSHIP KEY SOURCES V. PROPOSITION CUSTOMER CUSTOMER SEGMENT

RELATIONSHIP
Local producers location Create a safe 5-10 year old
Centrale di latte food neighbourhood face to face kids attending
Town Hall people solution based in interaction elementary school
web-based platform local produced parents on-line full-time worker
food, focused profile parents
on the merenda
KEY ACTIVITIES: time for kids and
on the dinner for
collect food from the whole family,
local producers consequently a space
for socializing. CHANNELS
designing fresh menu
organizing local
www.panemarameo.com
fresh food tasting
pan e marameo
arranging merenda
place (latteria)
time
mouth spread
web platform
management
transport kids from
school to pane e
marameo

COST STREAM human resources rent of the location REVENUE STREAM Subscription fee State AID
product purchase services of the location fee from special events
storage cost dinner box selling
 SCHOOL DISTRUBUTION IN THE CITY

S
S S

S
S
S S

S
S S
S
Schools in Milan are spread S S
out in the city, but quite S
S
close one to the other S S
S S
S
S
S S

S S S
S
S S

S
 PANE E MARAMEO: NEIGHBOURHOOD DIMENTION

S
S

Pane e Marameo is thought at

neighbourhood dimension and it can
gather kids up to three schools; in this way
each neighbourhood has its own Pane e
Marameo, kids can easily reach it with the
foot bus
 SPACE CONFIGURATION

Each Pane e Marameo can change and have different

configuration of the space, to play, taste old traditional
flavours, spend quality time both for kids and parents.

merenda room/Kids’s play W/C

kitchen information/staff area

guardarobe tasting + display shelves

entrance parent ’s waitingroom

 INTERIOR CONFIGURATIONS

KIDS AREAS

eating spaces

playing world experimenting

tasting

merending

exploring/discovering table gaming

 INTERIOR CONFIGURATIONS

PARENTS AREAS

waiting tasting

choosing&packing

purchasing
 FOCUS ON
PANE E MARAMEO PRODUCTS AND SERVICE

LOCAL FRESH FOOD MENU RECIPES

SELECTION FOR DINNER

Tasting area as a way to go back to old local flavours and

rediscover foods and recipes
A varied diet is very important to have a good nutrition, but
parents often don’t have the time to think about “what ’s for
dinner”
 BRAND IDENTITY

THE HONEST “MILK MAN” THE FOOD BAG FINAL CUSTOMER

The concept for the brand image comes from the old
traditional Latteria and the figure of the “lattaio”
reiterpreted with a kid eye. This is what lead the
designing of graphics and the selection of materials for
the apron, the interiors and the packaging box.
 ON-LINE PLATFORM

www.panemarameo.com

The website Pane e Marameo is tought to support parents

while gathering information about kids activities and
dinner menus; and at the same time becomes a space to
share information and insights among them
STORYTELLING
LOCAL FRESH PRODUCTS
8:00 ARRIVING AT SCHOOL
16:00 “FOOT BUS” PICKS KIDS UP
“FOOT BUS” ON IT’S WAY TO P&M
WELCOME AT PANE E MARAMEO
MERENDA TIME
EATING , PLAYING AND SOCIALIZING
PARENTS ARRIVAL
CHOOSING A FRESH DINNER TOGETHER
 NEIGHBOURS GO HOME TOGETHER
WITH THEIR KIDS AND HEALTY DINNER!
“PANE E MARAMEO” AS A NEIGHBOURHOOD HEALTHY ICON
GROUP MEMBERS
ANGELICA
BENIAMIN
CARMELO
KHAILY
MARIA CHIARA
MIGUEL
YUZHOU