BRAND GUIDE
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OPEN YOUR MIND. ENTER INTO THIS COLLECTIVE BODY OF WORK TO EXPLORE THE WONDERS O F C R E AT I N G A B R A N D G U I D E T H AT W I L L C H A L L E N G E O U R U N D E R S TA N D I N G O F S U S H I A N D A R T. B OX PA R K S U S H I I S R E V I TA L I Z I N G E X P R E S S I O N I S M T H R O U G H F O O D. P R E PA R E YOURSELF FOR A JOURNEY THROUGH AN INTERACTIVE EXPERIENCE OF FOOD AND A R T. WE H O P E YO U E N J OY T H E E X P E R I E N CE .
TABLE OF CONTENTS DISC OV E RY EXHIBIT BRAND STOR Y . . . . . . . . . . . . . . . . . . . . . . . . . ................ 4 TARGET AUDI E N CE . . . . . . . . . . . . . . . . . ................ 5 BRAND PE R SON A L I T Y . . . . . . . . . . . . ............. 6 -7
PERSON I FICATION EXHIBI T LO GO CONFI GUR AT I ON S. . . . . . . . . ........... 8 - 9 CO LO R PA L E T TE.. . . . . . . . . . . . . . . . . . . . ............... 10 TYPOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . ................ 11 IMAGERY E X PLOR E D . . . . . . . . . . . . . . ............... 12
WORLD EXHIBIT MEDIA ASSE TS. . . . . . . . . . . . . . . . . . . . . . . . . ......... 13-18 EXIT INF O . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ............... 19
B rand S tor y
Our Story
Like art, sushi is often avoided
East Milwaukee with a genuine sushi
because it seems too complicated.
experience that may introduce some
We want to ease this feeling of
to the artistry of sushi.
uncertainty. Boxpark Sushi is an inviting and social sushi restaurant
Using this guide
opening in central East Milwaukee
Our focus is always on creating a
for newcomers of sushi or frequent
unique dining experience for our
sushi-eaters
new
customers, but have to provide general
experience. We are a continuation of
housekeeping to make sure we’re all
the London-based BoxPark franchise
looking at the same canvas. That’s
which aims to further the innovations
why it is important to have a guide
of social dining and shopping. As such,
that provides a strong foundation
BoxPark Sushi will characteristically
from which to grow. This will help
be opening inside a shipping container
BoxPark Sushi to create consistant
combining elements of traditional,
brand awareness and build a tribe of
minimalistic Japanese culture and
sushi eaters in East Milwaukee.
looking
for
a
Abstract Expressionism in the dining
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We welcome anyone who wishes to visit BoxPark Sushi but having a target audience gives
Targe t A udience
us focus and clarity for the voice and tone which are energetic, fun, humorous and social.
DEMOGRAPHICS
PSYCHOGRAPHICS ◊ Attitudes: Open to new experiences and believe
◊ Gender: Any ◊ Age: 30+
in trying new things to enrich their lives; Lifelong
◊ Location: East Milwaukee
learners
◊ Mobility: Street parking, bike rack, parking lot, Uber/
◊ Opinions: Believes authenticity is key, having a worklife balance is necessary, spending time with friends
Lyft lane, public transit accessible
or significant other helps reset
◊ Income: $45,000+ ◊ Expenditures: Spends money on fixed bills (i.e.
◊ Habits: Eats out/goes out for drinks at least once a
mortgage, utilities, phone bills, etc.), but also has
week and on weekends, eats Asian cuisine, enjoys
updated technology, eats out often, gym memberships
learning
and travel ◊ Occupation:
◊ Personality Traits: Adventurous, outgoing, curious, High-end
sales,
Healthcare,
and
Technology positions
humble, “life of the party”, optimistic ◊ Lifestyle: Travels, tries new restaurants and lounges
◊ Education: College-educated
in the city, practices self-care
◊ Race: Asian American; Caucasian
◊ Hobbies: Hangs out with friends, cooks, does arts and
◊ Religion: Any ◊ Marital status: Single adults & Newly marrieds
crafts
◊ Family Status: No children; older children out of the home
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B rand P ersonali t y
Tagline: “IGNITING YOUR SUSHI JOURNEY”
Mission
Differentiation
To set itself apart, BoxPark is the only restuarant in East Milwaukee that has incorporated a traditional Omakase
Our goal is to broaden the horizons of
(Chef’s choice) menu. This allows
adventurers who are looking for more
adventurous customers the freedom
without having to buy a plane ticket
to sit back and relax while their table’s
out of town. To bring the magic of food
personal, Japan-trained chef takes
to the tables of lifelong learners and
them on a journey of art and flavors.
explorers in East Milwaukee. To open
For First-time sushi eaters or those
hearts and minds to the artistry of life
looking to branch out from the norm,
without always having to leave the city
there will be descriptive, beginner
limits (we encourage traveling too).
menus at each table detailing the
Inspiring new journeys into another
flavors of the roll, what drink it pairs
culture while sharing the experience
well with, and how condiments on the
with friends and family is our primary
table change the flavor of the roll.
goal.
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Values & C harac t erist ics
How do we say it?
We are artists and we are passionate
The tone is always lighthearted and
about sharing the beauty of sushi with
challenges people, otherwise our
sushi newcomers and frequent sushi
customers won’t be inspired to come
eaters, alike. To do this we have to use
visit. But there are so many ways to
a voice that is whimsical and sober.
say something so if you’re ever in
We don’t want anyone getting lost in
doubt about specfic words to use
the clouds with lofty speeches. We are
or the tone send an the email at the
not pretentious so we won’t use long,
bottom of the page.
airy words to describe how delicious
BOXPA RK SU SHI I S...
the tuna rolls are or how beautiful the colors look when arranged on
CREATIVE
the plate. We do us words that will intrigue our customers and entice them to try something new everytime
MOVEMENT
EXPRESSIVE
they visit us.
ORGANIZED CHAOS
ACTIVE ECCENTRIC
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Like the ones who guard Inari, the Shinto diety of rice, prosperity, and love, our Kitsune, or fox spirit, icon is the guardian of BoxPark Sushi. We must protect it
L ogo C onfigurat ions
from being misused. For that reason, we have guidelines on how the logo is best represented.
FULL COLOR
1.75”
1”
2.5” wide
2”
1.75” wide
1.75” wide
Standard Logo
Stacked Logo
Icon only
logo and is expected be used in
in circumstances such as the
icon is needed or can be used. The
any digital or print format, unless
T-shirt, pole banner, and mobile
wordmark should NEVER appear
otherwise stated. We recommend
app as a more ideal alternative
without the icon, but it’s okay for
using the logo at its 2 1/2 inch (2.5”)
to appropriately represent the
our Kitsune to hang out on its
standard, but it can be reduced to
brand. Please do not reduce the
own. This icon can be reduced to a
a minimum of 1 inch (1.0”).
logo beyond 1.75 inches (1.75”) or
minumum of 1 inch (1.0”) as it does
the wordmark will be difficult to
not have the wordmark to protect.
This is the primary version of the
This configuration is only used
There may be times when only the
read.
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In addition to unveiling our single-color option, we would like to present the proper clear space measurements. The sushi roll is the perfect amount of added space equaling 0.2 inches wide by 0.2 inches height (0.2”w x 0.2”h).
Scale & Si z e
SINGLE-COLOR OPTION
IGNITING YOUR SUSHI JOURNEY
=x
=x
LOGO NO NO’S
=x Please do not squish, stretch or change the color of the logo. It was carefully crafted to protect BoxPark Sushi’s identity and bring us prosperity. If you have a unique situation that may require doing any of these actions, we only ask that you reach out to us first and we can help you make the best choice for us all.
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C O L O R PA LETTE
Although BoxPark Sushi draws its is inspired by one of his most iconic in the restaurant, are considered one of influences from traditional, Japanese works, Green Landscape, as well as our the luckiest colors in Japanese culture, sushi restaurants, the color palette fresh wasabi that accompanies sushi and mean faithfulness. BoxPark will be focuses more on the vibrant colors found and refers to luck, vitality, freshness, twice as faithful to its customers and in Japanese Abstract Expressionist and energy. Kikuo Saito Spirit captures three times as lucky for it! artists, as well as traditional meanings the artist’s vibrancy in his work and of color in Japan. The restaurant uses the lilies that will be in the decor; it Kazuo Shiraga Soul, not only becuase means love, happiness, knowledge and the artist often painted with shades of civilization. These are all things BoxPark red but it signifies “strength, passion, aims to represent. Both Toko Shinoda self-sacrifice, and blood” in traditional Sky and Shozo Shimamoto are blue Japanese culture. George Miyasaki Field colors that represent decor that will be
Kazuo Shiraga Soul
Kikuo Saito Spirit
George Miyasaki
Toko Shinoda Sky
Shozo Shimamoto
RGB: 140, 25, 52
RGB: 244, 91, 59
Field
RGB: 98, 149, 175
Gesture
CMYK: 0, 82, 63, 45
CMYK: 0, 63, 76, 4
RGB: 237, 237, 182
CMYK: 44, 15, 0, 31
RGB: 32, 41, 66
Pantone: 1955 CP
Pantone: 2026 CP
CMYK: 0, 0, 23, 7
Pantone: 7454 CP
CMYK: 52, 38, 0, 74
Pantone: 7499 CP
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BOXPARK SUSHI
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Pantone: 4146 CP
T ypograph y
Wordmark: BlackoronAlp regular
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
Heading: Changa SemiBold
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 1234567890 !@#$%^&*()
Subheading: Changa Regular
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 1234567890 !@#$%^&*()
Body Text: Exo Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()
BOXPARK SUSHI
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WWW.BOXPARKSUSHI.COM
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I mager y E xplored
Each image was handpicked to ensure the highest quality imagery is used and represents BoxPark Sushi to its fullest potential. Notice the way the images all have elements of the color palette and sushi in each picture. For this reason, it is highly encouraged that you only use images in the extensive photo file accompanying this download. Do not use imagery that is clearly labeled as a product of another restaurant. It would also not be a good idea to use imagery of someone not enjoying their roll. If more imagery is needed, check the Image folder in the BoxParkSushi. Zip file. If that still doesn’t help, please feel free to email us using the address below.
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M edia A sse ts
Signage
As they approach the main doors, the wood sign will be the identifier for customers that they have arrived at BoxPark Sushi. With its vibrant colors over a wood background, customers will see the blend of modern and traditional upon their entry. The main door sign is also unique in its coloring, which can attract pedestrians walking by looking for a new dining experience. The side building sign will be placed on the corner of the building to help guide cusotmers to the front and confirm they are in the right place. The signs, like the brand, are daring and will let customers know they are in for a fun dining experience.
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M edia A sset s
Reusable Carryout Bag & Box
The reusuable carryout bag and box seen here are eco-friendly and have dynamic designs that will have friends and coworkers wanting to know where it came from. Both items are recyclable for Earth-conscious customers and can be used for carrying lunch during the week until they want to replace them with a fresh one. The repeated icon is a play on the sharp angles of the logo and the inviting community BoxPark Sushi aims to create.
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M edia A sse ts
Bumper Sticker
Notice here that the bumper sticker mirrors the standard logo. While simple in its execution, the design continues the intent to spread brand awareness and recognition among new and soonto-be, frequent customers. Using the bumper sticker as a free promotional on takeout orders can be a quick way for customers to share our story with their friends and family. Let’s move on to our next piece.
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M edia A sset s
T-shirt
Now here the t-shirt strays away from the standard presentation of the logo to allow the Kitsune to playfully place the sushi roll in the customer’s belly. If they don’t already have sushi in there, it will be a convenient reminder that it’s time for them to correct this error as quickly as possible. The design creates a space for the wordmark, but does not leave it to fend for itself with this unique placement.
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M edia A sse ts
Pole Banners
Our pole banners also continue with the stacked placement of the wordmark on the snout of the Kitsune. So cars driving by will be able to admire our lovely icon as well as know who it is associated with, this placement provided the best of both worlds. In addition, it creates a unique presentation that is not often seen today.
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M edia A sset s
BoxPark Sushi App
Lastly on our tour, we have the BoxPark Sushi App. This conventient asset, allows customers to not only place oders for pickup but make reservations, check the status of their membership, register for a cooking class and check the calendar for current operating status
and
upcoming
events.
If
someone wants to know if we’re open on a holiday, they simply can log into the app and check! Before we exit, I also wanted to point out the stacked logo as the icon. To keep the logo at least 1”x1”, this placement allows for the name and icon to be seen. It will also help you find it on your phone when you’re ready to order.
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AS YOU EXIT THE BRAND GUIDE, WE WOULD L I KE T O T H A N K YO U F O R TA K I N G T H E T I ME T O V I E W O U R G A L L E R Y. T H E R E I S S O MU C H T H AT C A N S T I L L B E D I S COVE R E D A B O U T T H E A R T O F S U S H I M A K I N G A N D WE U N D E R S TA N D T H I S G U I D E M AY N O T A LWAY S A N S WE R YO U R Q U E S T I O N S. FEE L F R EE T O CO N TAC T U S AT E X P R E S S I O N S @ B OX PA R K S U S H I .C OM , ANYTIME TO DISCUSS POSSIBLE CHANGES. WE HOPE WE IGNITED YOUR SUSHI JOURNEY!
ANYONE UP FOR A STOP AT THE GIFTSHOP?
BOXPARK SUSHI BRAND GUIDE 2020
