Case Study Modern Persian Kitchen

The story
‍Modern Persian Kitchen is an award winning company with food at its core. The Jahangiry Family hope to evoke beloved memories from their heritage with an expression of identity with each dish taking Chef Shary back to his roots, back home watching over his mum cooking - a small tribute to the food he grew up with as a child.

Background
Growing up I had a true love for Persian food, sharing it with everyone and anyone who would try it. While at uni on a regular occasion, I would call Dad for help to create a feast for my friends, longing to have a taste of the unique dishes I grew up loving. As I moved to London the need to fulfil my cravings only grew and I began to get frustrated at the lack of Persian food on offer, so my parents would send regular food packages to get me by.

In 2018 my Mum (Debbie) had an idea to make Persian food more accessible to households across the country and as a family we put our heads together to bring to life an opportunity to leverage our combined backgrounds and provide other families with a taste of their beloved heritage.

The details
As a Co-Founder in a small start up I took on vast array of roles and responsibilities within the business. Drawing on my previous experience in advertising and learning along the way I have spent 5 years crafting and curating the company into the renowned brand it is today.

Business branding and development: From the look and feel, branding and colour palette to brand strategy, tone of voice and copywriting - I worked on the set up and build of the brand and effective implementation of this across different mediums.

Ecommerce site development: Starting off it's life on Squarespace I designed and developed the platform for Modern Persian Kitchen to live. As a business we mainly deliver direct to customer so the website itself is the main tool in allowing the business to function and facilitate sales. After a few years hosting on Squarespace I migrated the site to Shopify to allow for a more effective experience both on the customer side and in the back end from a business perspective.

The build resulted in an increase in sales, site traffic and organic SEO. It not only proved a success on the customer facing side, but gave the business flexibility on the backend, allowing for easy product placement, analytics and stock control.
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Using both Squarespace and Shopify to host the website I am now quite experienced in both platforms in designing and building fully functioning e-commerce sites.

Food and product photography: Taking on all visual and functional aspects of the business I set up and photographed brand products, food in situ and brand content to be used across the website, social media and print materials.

Social media: Strategy, content creation and management of social platforms. Growing our business organically was vital to success in early years and Instagram became key in our word of mouth strategy. Creating a sound tone of voice, visual overview and content that allowed the customer to have a glimpse into family life as well as showcase the product was put in place while I also took on the day to day management of customer interactions, video content and posts. Tiktok and Facebook were also used as secondary platforms to generate sales through organic means.

Social strategy focus on User Generated Content and Influencers to push the brand awareness. Curated content also created with well known brands alongside competitions to build a strong strategy base in order to grow the audience organically without having a main focus on paid media and advertising.

‍CRM: Creating and designing regular email updates and newsletters to customers through Shopify and Klaviyo which included customer flows in Klaviyo and following analytical patterns to retarget customers depending on their online behaviour.

Event styling: As part of our offering I organised, styled and produced creative for a supper club evening in London. This included floral and table arrangements, signage and menu design.

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