Brief Title
Typographically Themed Restaurant
The Brief
You have been asked to create a brand concept for a typographically themed restaurant which you must create a name, logo, printed material and screen based media for. Typography must be the theme throughout the branding and should be explored thoroughly to create an effective and consistent concept.
Considerations
You must consider the audience's wants, needs and understanding of typography, and how this can improve their customer experience in the restaurant.
Consider the type of restaurant it is - is it ethical, a franchise, fast food chain, what kind of food does it serve? Which will be most appropriate to the target audience?
You should also consider the appropriate formats which will create a convincing brand concept with a consistent and apparent identity. Will these take place in the shape of letters, have an exclusive typeface or consider the use of typography carefully amongst the material?
Concept/Proposition
I am going to look at how typography and food can be connected through the restaurant environment. This may include creating moulds for food in the shape of letters; taking photographs of food as letters; engraving utensils and plates with letters and/or a variety of other ideas.
I also aim to produce a variety of printed material that is relevant in the restaurant environment which could include, but isn't restricted to, formats such as business cards; chalkboard specials; menus; napkins; wall art; promotional material; takeaway menus and uniforms.
I want to create a strong and consistent branding concept across both printed and web medias, and concentrate on creating a specific and unique experience for the target audience.
Background
Typography has been around for centuries, and is as current now as it was then. It can be seen everywhere in a variety of languages, tones and for different purposes. Designers, typographers, writers, educators and academics use it daily to communicate a message in visual, legible, informative and documentary ways. There are hundreds of fonts, grid systems, rules and terminology when using type, and this should be taken into account when creating the branding.
Target Audience
As it is a specific themed restaurant, people who appreciate and/or work with typography will be interested in this restaurant. The audience is designers, printers, typographers, educators and any other professionals in the creative industry. People are going to visit the restaurant on business dates, work do's and to enjoy a meal with like-minded people and work colleagues.
Tone of Voice
The tone of voice will have subtle wit as the branding should incorporate technical and contextual references that the audience will understand through their knowledge of typography. It should have a professional, clean tone as the audience will visit mainly for business dates and with work colleagues, so should tailor to this.
Mandatory Requirements
A typographic theme should be apparent throughout the branding
Apply the branding to both print and web based media
Consider how technical, contextual and visual references can be used to relate to the typographical concept
Deliverables
- Appropriate printed material
- Good quality mock-ups of screen based media and other appropriate prototypes
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