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2568QCA GRAPHIC DESIGN 2

S2762288


Ahoy! I am Alana Maxwell, nice to meet you! I am currently a third year, full-time student in the bachelor of digital media program with a graphic design major and specialisation in jewellery making. I love to design and make all sorts of things that include, but are not limited to: silver jewellery, handmade lampshades, posters, logos, packaging clothes and photographs. Whether its with my two bare hands or with the pixels on the computer screen I love seeing a project come together, especially in the final moments when you sit back and look at your work and think to yourself ‘yep, I made that!’ I can’t wait to graduate from the degree and start to pursue a career in the creative world. All I want to do is spend my days making pretty things!


Assignment One:

caffene


break


To Tony Crowe, Owner of Caffene Break For assessment in the Graphic Design 2 course at Griffith University I have been required to select a business to re-asses and re-design the current branding. While you operate a busy trade with a strong customer base, your current branding is a number of years old so this would be a great opportunity for me to explore my design skills and see how much change I could make. I have attached a proposed creative brief outlining the details of your cafe and what you would like this hypothetical rebrand to achieve for your business. If you agree to my proposal, please sign this form granting me permission to use your current business name, logo and branding in conjunction with my new design ideas. Please contact me if you would like any special considerations to be included in my designs. Signed

Owner, Caffene Break, Tony Crowe

Thank you, Alana Maxwell


DESIGN BRIEF DUE

21 OCTOBER 2013

CAFFENE BREAK JOB #

01_13_CAFFENE BREAK REDESIGN

ABOUT CAFFENE BREAK Caffene Break is a small, family owned and run cafe located in Runaway Bay. The food is fresh and delicious, the coffee is expertly made and consistent and the staff are friendly and inviting. The cafe has a strong customer base of local, regular customers who frequent the cafe multiple times per day, they order ‘the usual’ and can often find their coffee is ready before they’ve even ordered it. As the business is over 6 years old, the design and aesthetic is in need of some fresh design energy to help keep the business modern and able to connect with potential customers while continuing to satisfy the needs of existing valued customers.

• JOB OVERVIEW TARGET AUDIENCE

ELEMENTS TO BE DESIGNED

CLIENT SUPPLIED

• • • •

• • • • • • • • •

• Existing Branding • Menu Copy • Advertising Objectives

Potential Customers Existing Customers (to stay) Runaway Bay, Gold Coast Region Students to Retirees

Logo Business Card Letterhead/Email Footer Loyalty Card Menu - breakfast & lunch Coffee Cups Takeaway Bags Website - 6 Page Photography - food/establishment

WHAT CAFFENE BREAK IS

WHAT CAFFENE BREAK IS NOT

BUDGET

• • • • • • • • • •

• • • •

• • • • • • • •

Handmade Local Small Business Fresh Inviting Busy Human Cosy Comfortable For Everyone

Corporate Rigid Large Scale Machine Made

Logo - $200 Business Card/Loyalty - $80 Letterhead/Email -$50 Menu -$150 Packaging - Cups/Bags -$60 Website - $300 Photography - $80 Revisions - $40

Total: $890 + printing costs (printing quote available on request calculated on client quantities) • Payment to be recieved before job can be sent to print


7

Make Changes to branding as per critique

Show branding to client

6

Digital Presentation of completed Outcomes

Show current work to teachers. Start Website Design

5

Finish business cards, letterhead, loyalty crd Finish Menu Design

Apply logo to Business Cards, letterhead, Loyalty Card, Menu

4

Take additional photographs

SAT/SUN

Hopefully Finish Logo Design Start Branding...

Apply Logo to takeaway cups & bags

Finish Schedule

Finish Brief

FRI

Show Logo to teachers for revision

Start Logo Design

Project Schedule Outline Due

THUR

Take photographs of food/establishment. Edit Photographs

Start Schedule

Typewritten Brief Due

WED

Start Menu Layout

3

2

1

Start Writing Brief for Caffene Break

TUE

First day back at uni

MON


Celebrate!!

Folio Due 1pm

Start Exporting Ready for print

Finalise changes and have branding reviewed by teachers

MON

TUE

WED Start Folio layout

THUR

Send Folio off to print

FRI

SAT/SUN


{Existing Branding}

 

BREAKFAST  ...  7am  to  2.45pm    

EGGS  &  BACON  LONG  ROLL  with  bbq  sauce    9.0   BACON  &  EGG  MUFFIN  or  SANDWICH  (toasted)    7.0   FRESHLY  cut  FRUIT  with  Vanilla  Yoghurt      Small    5.6      Large    9.0   MUESLI  with  Yoghurt  &  Fresh  Fruit      Small    5.6      Large    9.0   BANANA  HOTCAKES  with  maple  syrup  &  vanilla  ice  cream    10.8    

TOAST  served  with  condiments  ~  White,  Multi-­‐grain,  Wholemeal       TURKISH  Toast    4.3   or  Gluten  Free  3.8   FRUIT  Toast    4.1    

LUNCH    

BAKED  BEANS  &  POACHED  EGGS  on  MUFFINS    9.9   ...  from  11am  to  2.45pm   AVOCADO,  grilled  ROMA  TOMATOES  &  olive  oil  on  TURKISH  toast    9.0   EGGS  on  TOAST  served  Poached,  Fried  or  Scrambled    7.0   SANDWICHES  on  WHITE,  MULTI-­‐GRAIN,  WHOLEMEAL  or  GLUTEN  FREE  9.0   BACON  &  EGGS  with  toast    9.0   LEG  HAM,  tomato,  cheese,  lettuce,  mustard  &  our  mayo   SAUSAGES  and  EGGS  with  toast    9.0   BACON,  EGGS,  TOMATOES  &  grilled  MUSHROOMS  with  tCHICKEN   oast    12.0B   REAST,  avocado,  lettuce  leaves  &  our  mayo   TURKEY   BREAST,  cranberry  sauce  &  Swiss  cheese     BIG  BREAKY  ~  bacon,  eggs,  sausages,  Roma  tomatoes,  grilled  mushrooms,  

   

RED  SALMON,  cream  cheese  and  red  onion  

                                                       Baked  beans  &  toast    14.0   EGGS  BENEDICT  ~  poached  eggs  on  muffins    with  hollandaise   WRAPS,  TURKISH  or  FOCCACIA  (TOASTED)   -­‐LEG  HAM    12.4   CHICKEN,  avocado,  roasted  capsicum,  lettuce  leaves  &  our  mayo    10.0   -­‐FLORENTINE  (baby  SPINACH)    11.4   LEG  HAM,  pineapple,  Swiss  cheese  and  avocado    10.0   -­‐SMOKED  SALMON  and  baby  SPINACH  14.4   Bacon,  Lettuce,  Avocado,  Tomato,  bbq  sauce  &  our  mayo    10.0  

SIDES  

~  Sausages  3.2   ~  Smoked  Salmon    6.0   ~  Bacon    3.2   ~  Baby  Spinach    2.2   ~  Ham    3.2   ~  Baked  Beans    2.2   »  CHECK  SPECIALS  BOARD  FOR  MORE    

COFFEES  &  HOT  DRINKS Short  Black    3.3   Short  Macchiato    3.3   Flat  White    3.5   Cappuccino    3.5   Latte    4.0   Long  Black  3.5   Mug    4.0   Long  Macchiato    3.5   Affogato    4.0   Mocha    4.0   Hot  Chocolate    4.0   Vienna    4.0   Chai    4.0   Flavoured  Coffee  -­‐     Vanilla,  Caramel,  Hazelnut    0.5   Extra  shot    0.5   Made  on  Soy  Milk    0.5   Take  Away  Coffee  (12oz)    4.0   Take  Away  Coffee  (8oz)    3.5  

 

BACON  &  CHICKEN  Caesar  salad  with  parmesan  &  dressing    10.0   ~  Grilled  MMOROCCAN   ushrooms    2.2             CHICKEN,   baby  spinach,  avocado,  tomato  &  our  mayo    11.0   ~  Roma  Tomatoes    2.2   roasted  capsicum,  eggplant,  s/d  tom’s,  olives,  fetta,  rocket,  pesto    11.0   VEGETARIAN,   ~  Avocado  SMOKED    2.2   SALMON,  capers,  red  onion,  cream  cheese  &  baby  spinach    12.0   EYE  FILLET,  Roma  tomatoes,  rocket  leaves  &  horseradish  sour  cream    12.0  

TEA  T2  (Teapot)    4.0 BURGERS    

English  Breakfast   EYE    FILLET,  egg,  bacon,  cheese,  tomato,  lettuce,  onion,  bbq,  our  mayo    15.0   Earl  Grey     CURRIED  VEGE  rissole  w/-­‐  chutney,  tomato,  avocado,  lettuce,  our  mayo    12.9   Peppermint     HAMBURGER  -­‐  Homemade  Pattie,  bacon,  cheese,  onion,  tomato,  lettuce,   Lemongrass  &    Ginger                                      beetroot  with  our  mayo  &  bbq  sauce    8.9   Gunpowder  GCHICKEN   reen   BREAST  w/-­‐  sweet  chilli,  lettuce,  tomato,  pineapple  &  our  mayo    10.0     Chamomile       SALADS     CAESAR   FREEZOCCINO’s    5.5  ~  Cos,  crispy  bacon,  croutons,  egg,  Parmesan,  creamy  dressing    10.0   (Frappe  style,  GREEK   ice  drink)   atte,   ~  T  Lomatoes,   cucumber,  red  onion,  olives,  fetta,  avocado  &  lettuce    10.0   Chocolate,  Coffee   Toffee,   Chai   lettuce,  Roma  tomatoes,  cucumber,  onion  &  avocado    8.0   GARDEN   ~  M ixed    

SALAD  TOPPINGS   MILKSHAKES   Large      4.8      Small    3.3   CHICKEN    -­‐  Moroccan  or  Plain    6.0   ~GRILLED   Chocolate,  Coffee,   ~EYE  SFtrawberry,   ILLET      6.0   Vanilla,  Mocha,   Caramel   SALMON  6.0   ~SMOKED      

FLAVOURED   MILK   3.0 COLD   D  RINKS  

Coffee,  Chocolate,   trawberry   Iced  CSOFFEE    4.7     Iced  LATTE      4.0     Iced  -­‐C  PHOCOLATE   .7     Open  7  Days  from  7.00am  to  4.00pm  (Public  Holidays  7am-­‐2pm)   hone  5537    64786

 

TIRO’s    3.5   Pink  Grapefruit,  Italian  Red  Orange,     Passionfruit,  Blackcurrant,  Organic  Cola    Lemon  Lime  &  Bitters    3.5   Ginger  Beer    3.5   Sarsaparilla    3.5   Coke  bottle    3.5   Soft  Drink  CANS    2.2  

    ONLY  Thank  you… PLEASE  ORDER  &  PAY  AT  THE  COUNTER                                                                  CASH   ICED  TEAS    Lemon,  Peach,  Green  Tea    3.5    

SAN  PELLIGRINO  500ml    4.5     SPLITROCK  Carbonated,  Lime  Twist  3.5  

 

 

FIJI  Water  3.5   Spring  Water    2.3  

JUICE   Orange  Juice    3.9   Boost  Juices    3.5   Apple  Juice    3.9   Apple  Peach  &  Mango    3.9   Pineapple  Juice    3.5   Tomato  Juice      3.5  

 

NUTRIENT  WATERS    3.9     Blackberry  Goji,  Valencia  Orange,   Pomegranate  Berry,  Dragonfruit,   Strawberry  Guava  

  CAKES,  MUFFINS,  DESSERTS  &  BISCUITS  on  display  (Gluten  Free  options)    

Open  7  Days  from  7.00am  to  4.00pm  (Public  Holidays  7am-­‐2pm)  -­‐  Phone  5537  6786   PLEASE  ORDER  &  PAY  AT  THE  COUNTER                                                                      CASH  ONLY  Thank  you…  

 


PANTONE 732 C C M Y K

-

40 70 100 50

PANTONE 152 U C M Y K

-

7 63 87 0


American Typewriter {light} Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Helvetica Neue {light} Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz


T2 TEAPOT

4.0

english breakfast HOT DRINKS

flat white

3.5

cappuccino

3.5

latte

4.0

long black

3.5

mug

4.0

long macchiato 3.5 affogato

4.0

mocha

4.0

hot chocolate

4.0

vienna

4.0

chai latte

4.0

flavoured shots 0.5 extra shot

0.5

soy milk

0.5

T/A

(12oz) 4.0 (8oz) 3.5

peppermint lemongrass & ginger gunpowder green chamomile FREEZOCCINO 5.5 latte

FRESHLY CUT FRUIT chocolate with vanilla yoghurt

coffee toffee

TOASTED MUESLI

chai with vanilla yoghurt and fresh cut fruit coconut TOAST

small large

5.6 9.0

small large

5.6 9.0

white, multi-grain, wholemeal or gluten free MILKSHAKE turkish toast large 4.8 small 3.3 fruit toast

chocolate BANANA HOTCAKES

with maple syrup and vanilla ice cream coffee

3.8 4.3 4.1 10.8

BACON & EGG LONG ROLL strawberry

9.0

BAKED BEANS & POACHED EGGS caramel

9.9

AVOCADO & GRILLED ROMA TOMATOES on turkish toast with olive oil

9.0

EGGS ON TOAST poached, fried or scrambled

7.0

BACON & EGGS with toast

9.0

BACON & EGG MUFFIN OR SANDWICH vanilla on toasted english muffins

7.0

EGGS BENEDICT poached eggs on toasted english muffins with hollandaise leg ham baby spinach salmon & spinach

12.4 11.4 14.4

BACON, EGGS, TOMATOES & MUSHROOMS with toast

12.0

BIG BREAKY bacon, eggs, sausages, roma tomatoes, grilled mushrooms, baked beans, with toast

14.0

SIDES avocado baby spinach roma tomatoes baked beans

2.2 2.2 2.2 2.2

grilled mushrooms ham bacon sausages smoked salmon

2.2 3.2 3.2 3.2 6.0

ALL DAY BREAKFAST

3.3

short macchiato 3.3

DRINKS

short black

earl grey


10.0

LEG HAM pineapple, swiss cheese, avocado

10.0

BLAT bacon, lettuce, avocado, tomato, bbq sauce, our mayo

10.0

CEASAR bacon, chicken, caesar salad with parmesan, dressing

10.0

MOROCCAN CHICKEN baby spinach, avocado, tomato, our mayo

11.0

VEGETARIAN roasted capsicum, eggplant, semi dried tomatoes, olives, fetta, rocket, pesto

11.0

SMOKED SALMON capers, red onion, cream cheese, baby spinach

12.0

EYE FILLET roma tomatoes, rocket leaves, horseradish sour cream

12.0

BURGERS EYE FILLET egg, bacon, cheese, tomato, lettuce, onion, bbq, our mayo

12.9

STARTS AROUND 11am}

HAMBURGER 8.9 SANDWICHES homemade pattie, bacon, cheese, onion, tomato, lettuce, on white, wholemeal, multigrain or gluten free bread or toast beetroot, our mayo, bbq sauce LEG HAM CHICKEN BREAST 10.0 tomato, sweet chilli sauce, lettuce, tomato, pineapple, ourcheese, mayo lettuce, mustard & our mayo

9.0

CHICKEN BREAST avocado, lettuce leaves & our mayo TURKEY BREAST cranberry sauce & swiss cheese RED SALMON cream cheese and red onion

SALADS CAESAR 10.0 cos, crispy bacon, croutons, egg, parmesan, creamy dressing GREEK 10.0 tomatoes, cucumber, red onion, olives, fetta, avocado, lettuce GARDEN mixed lettuce, roma tomatoes, cucumber, onion, avocado

8.0

TOPPINGS

6.0

GRILLED CHICKEN MORROCAN CHICKEN EYE FILLET SMOKED SALMON

LIGHT LUNCH

CURRIED VEGE {LUNCH MENU homemade pattie, chutney, tomato, avocado, lettuce, our mayo

15.0

LUNCH

TOASTED WRAPS, TURKISH OR FOCCACIA CHICKEN avocado, roasted capsicum, lettuce leaves, our mayo


Assignment Two:

drop one


product


references »»

Pearce, K. No Bag, Thanks: Plastic shopping bags and the environment. Retrieved from http://www.abc.net.au/science/features/bags/

»»

The Sydney Morning Herald. (2005). How green is your bag. Retrieved from http://www.smh.com.au/news/environment/how-green-is-your-bag/

»»

Li, L., & Frey, M., & J Browning, K. (2010). Biodegradability study on cotton and polyester fabrics. Journal of Engineered Fibers and Fabrics, 5(4) 42-53. Retrieved from http://www.jeffjournal.org

»»

Patagonia. (2012) Biodegradable and Compostable Materials, The Footprint Chronicles. Retrieved from http://www.patagonia.com/pdf/en_US/biodegradable_compostable.pdf


the campaign »»

Plastic bags require some seriously nasty chemicals and process to be created, they don’t biodegrade, and they kill and pollute our wildlife and environment.

»»

Although green bags are more reusable and durable, they are made of the same materials as plastic bags and are just as devastating to the environment and also have no biodegrading abilities.

»»

Yes, the green bags do save on the amount of plastic bags being distributed when used correctly and reused everytime you head to the supermarket

»»

But once the ‘green’ reusable alternatives pass their used by date they end up littered in the environment and in landfill just like the product it was manufactured to replace without any ability to biodegrade.

»»

A CSIRO research scientist, Dr Mike O’Shea, says the green bag’s only environmental credential is that it is not the single-use highdensity polyethylene plastic bag still given out in most shops and supermarkets.

»»

For my campaign I am trying to encourage you to use what already exists within our homes and what we already have available opposed to creating a new item to be produced and discarded.

»»

We all have backpacks or satchels, cloth bags and containers around our house suitable for transporting goods from one place to another.

»»

‘Do you really need one’ will hopefully make you think a little more when you’re at the register with just a bottle of milk and loaf of bread.. ‘no you know what, I have two hands, I think I can carry this without the aid of a harmful piece of plastic’.

»»

If the campaign were to be extended I would foresee a larger collection of fun ‘not using a plastic bag’ images in wacky scenarios using varying bright colours like the existing adverts I have designed.


c - m - y - k -

36 0 100 0

c - m - y - k -

12 19 100 0

Courier New

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Helvetica Neue {light} Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz


did you know: Celery actually tastes better when you take it home in your handbag. Give it a go.

You don’t really need a plastic bag, do you?

.com/youdontreallyneedone

did you know: Everyday, there are millions of humans walking the earth with pockets that aren’t being used. To help make a difference, say no to a plastic bag, you don’t really need one when you can carry your groceries home in your pockets. Every banana counts.

.com/youdontreallyneedone


»»

The billboards are a useful to my campaign for when you are on the way to the supermarket it can be that last little reminder to really consider your plastic bag wasting actions.

»»

{Without meaning to use a womans body as an object} it is an image that will grab your eye and make wonder why this lady is putting bananas in her pockets, or walking around with a celery in her handbag.

»»

The newspaper ad was designed as a little teaser to lead the reader to the social media platforms. The unusual image, and small paragraph of text gives enough information to lure the audience to type those hastags into instagram and search facebook to see what more they can find out and how to get involved.

did you know:

You probably have enough spare backpacks, handbags or boxes at home to carry all your groceries home from your next trip to the supermarket. You don’t really need a plastic bag do you?

Check us out on the internet and see some fun ways you can get involved in helping out!

@dontreallyneedone .com/youdontreallyneedone


did you know :

By now we all know the devastating effects plastic bags have on our environment. But did you know that many ‘green’ alternatives are made of the same nasty materials and processes as the dreaded plastic bag? If you want to help make a difference, next time you head to the store, ask yourself if you will really need a bag, if so, bring an existing bag from home. Remember, it doesn’t have to be ‘green’!

Celery actually tastes better when you take it home in your handbag. Give it a go. You don’t really need a plastic bag, do you?

www.facebook.com/youdontreallyneedone


did you know :

Everyday, there are millions of humans walking the earth with pockets that aren’t being used.

By now we all know the devastating effects plastic bags have on our environment. But did you know that many ‘green’ alternatives are made of the same nasty materials and processes as the dreaded plastic bag? If you want to help make a difference, next time you head to the store, ask yourself if you will really need a bag, if so, bring an existing bag from home. Remember, it doesn’t have to be ‘green’!

To help make a difference, say no to a plastic bag, you don’t really need one when you can carry your groceries home in your pockets.

www.facebook.com/youdontreallyneedone


»»

Frankie is a popular lifestyle and culture magazine marketed towards young adults which would be the perfect place to find the full page advertisements for my campaign.

»»

The ads are pictured next to articles titled, ‘second life, how to reuse all that random stuff lying about the place’ and ‘how green is your shopping cart?’ very fitting I thought.




In addition to the FB page we would set up an instagram account and encourage users to hashtag #dontreallyneedone this is another way to spread awareness and encourage participation in the fun and games of my campaign.

@dontreallyneedone

.com/youdontreallyneedone


»»

The Facebook page will act as the campaign’s main means of communication and interaction with the audience. With the target market being young adults living out of home, research shows that this market uses social media a considerable amount which is why I have chosen to utilise this media.

»»

The idea of the page is to provide a common place where people who are on board with the campaign can upload or tag photos of themselves NOT using plastic and hopefully encourage others to join them.

»»

To encourage participation, the page will offer supermarket grocery vouchers to winning entries each week to start getting groups of friends saying no to bags so they can document their bagless endeavours for the FB page.


2013


Alana maxwell gd2