BRAND GUIDE
Table of Contents BRAND 1-2 Brand Story 3 Mission Statement 4 Differentiation 5-6 Personality 7 Voice + Tone 8 Dos + Don’ts 9-10 Values 11-12 Audience
IDENTITY 13-14 Logo
MEDIA 19-20 Entrance Signage Lightbox
15 Color Palette
21-22 Digital Outdoor Ad
16 Typography
23-24 Mobile App
17-18 Visuals
25-26 Digital Tablet Menu
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BRAND
Story
Wanna Get to Know Us? BOXPARK Sushi is an environment where millennials can express themselves through a unique customized modern dining experience of food choices and technology. The modern urban restaurant setting is positioned in the Lower East Side Milwaukee district. BOXPARK Sushi offers its guests the opportunity to choose their ingredients to create their unique sushi rolls and dishes in a bold empowering atmosphere. The restaurant positions itself for the millennials that are not afraid to try something new each time and create new memories with friends.
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BRAND
Mis ion Statement
Our Mis ion Our mission is to present that ‘experimental’ factor in Asian Cuisine. Our customized approach to the modern dining experience for the young professional millennial is to have the ability to choose their ingredients in an expressive judge-free zone. We let them take it into their own hands to explore food options that pleases an individual’s taste buds and curiosity with the help of technology and a wide variety of ingredient options.
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BRAND
Differentiation
The Way We Roll! BOXPARK Sushi is the only sushi restaurant in the Lower East Side of Milwaukee that offers customization of Asian cuisine within a modern, tech-savvy sociable environment for young local professional urban millennials between the ages of 22-31 by having self-service kiosks and interactive digital signage and displays.
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BRAND
Personali ty
Full of Atti tude! Our young, hip, tech-savvy millennial audience makes up our brand. All of them are individuals that possess their style, creativity, and poise.
Modern We thrive on advanced technology and welcome all those that seek modern tech and are curious about how food can be enjoyable again.
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Customizable Our platform allows consumers to bring their creativity and create their customizable cuisine through a wide variety of ingredients and dining experiences.
Expressive Our atmosphere is bold, exciting, and expressive in color from the food towards the neon dĂŠcor.
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BRAND
Voice + Tone
We Don' t Conform! The voice of the brand is hip, modern, and bold with an expressive décor, service, and vibe. The tone of the brand is very authoritative and edgy while still giving the customer the position of customizing their dish. BOXPARK Sushi is labeled an unparallel dining experience ready to change the way Asian-Fusion restaurants are positioned. The tagline is “experience sushi your way!’ Why experience sushi any other way from another restaurant when you can have it the way you want and the way you like it?
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BRAND
Dos + Don''ts
Say What? Rules? We have something called a “Judgement Free Zone”. Use slang if you want. We are not proper. Who speaks in full-on sentences anymore?
Dos Use slang words. Be creative. Friendly & sociable. Wear expressive clothing.
Don’ts Use fancy words. Use negative words. Use violence.
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BRAND
Values
Everyone is Welcomed! Be who you are! Whether you are male, female, transgender, straight, gay, bi, or other; we love to include everyone! That is what makes us different.
Inclusivity BOXPARK Sushi is an environment where social acceptance and identity inclusivity thrive. Consumers can feel comfortable in a judgment-free zone.
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Customization Consumers can customize their dining experience by choosing alternate ingredients within their sushi and Asian-fusion dishes.
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BRAND
Audience
The Bionic Audience Our young, hip, tech-savvy millennial audience makes up our brand. They reside in, commute, or visit within the Lower East Side District of Milwaukee.
Sex All-Inclusive
Age 22-31
Income Avg 47K1
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Relationship Single & Dating
Mobility Bus, Cars, & Walking
Occupation mid-level2
References 1 Demographic Statistical Atlas of the U.S. (2020a). Employment Status. https://statisticalatlas.com/neighborhood/Wisconsin/Milwaukee/Lower-East-Side/Employment-Status 2 Demographic Statistical Atlas of the U.S. (2020b). Occupations. https://statisticalatlas.com/neighborhood/Wisconsin/Milwaukee/Lower-East-Side/Occupations
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IDENTITY
Logo
Our Mark The BOXPARK Sushi logo resonates with the brand’s image and personality with an abstract futuristic geisha. The geisha incorporates built-in gears to represent the technology aspect of the brand. Since the demographic is comprised of tech-savvy young millennials between the ages of 22-31, the logo resonates with the same tech-savvy emotion. The geisha shows traditional Asian culture while the gears reach toward distinction from competitors. The logo is simplistic enough to recognize and it uses a modern twist to market a restaurant that sells sushi. It solves the problem of communicating to the targeted consumer by incorporating the aspects of technology, a modern flare of symbolism, and reflecting the attitude of the brand.
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FULL COLOR
SINGLE COLOR
NO COLOR
The “No Color” logo option is only used for metal surface textured materials.
ALTERNATIVE ARRANGEMENT
CLEAR SPACE
NOT ALLOWED
Above is a detailed illustration of the clear space for the use of the logo. The height of the letter “S� in the word Sushi is the required width of the clear space around all sides of the logo including the wordmark used alone. These are the size requirements for the space around the logo.
Above are specifics of logo appropriation. The logo should NOT be stretched or distorted, rotated at any angle, or use inappropriate color.
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IDENTITY
Color Palette
"Colorgasmic"
MAIN COLORS
In the Color Palette, complementary colors blue and red were selected to create a futuristic ambiance. The main aqua blue color selected holds strong value to the “culture� of the food that is being created at BOXPARK Sushi. It symbolizes immortality and advancement while its complementary color, red, symbolizes the joy and happiness found within the restaurant. SECONDARY COLORS
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IDENTITY
HEADING
SUBHEADING & BODY
Typography
Our Graffiti The typography chosen to represent BOXPARK Sushi communicates the voice and tone of the brand. The subheading and body copy uses a sans serif font to appeal to a modern demographic. The subheading and body copy communicates the brand’s voice with the use of clean lines within the characters to offset the bold heading font. The font “Harukaze” that is used as a heading or display font visually represents the brand of BOXPARK Sushi effectively. It communicates the voice of the brand by the use of thick bold stroke lines while still adhering to the brand’s tone with its edgy appeal. The “Harukaze” font characterizes the brand by pulling in all three directive words into one. The creative script possesses a modern expressive format while paying homage to traditional Asian-style characters.
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IDENTITY
Visuals
Gli tch Stimulation The visuals of BOXPARK Sushi is comprised of an array of glitch textures and grunge brush strokes in various colors that resonate with the retro “cyber gaming style” of the late ’80s towards the early ’90s. The image of a cyber-punk geisha is the flagship image of the brand as it mixes the idea of culture, technology, and cuisine into one. Images of consumers wearing VR headsets within a bright neon patterned background is also pictured as an homage to the gaming scene and reflects the experience within BOXPARK Sushi. The images also are treated with a glow stylistic effect that adds to the futuristic cinematic atmosphere of the restaurant.
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MEDIA
Entrance Signage Lightbox
Light UP the Night! ENTRANCE SIGNAGE LIGHTBOX Medium: Environmental BOXPARK Sushi is non-apologetic and full of grunge and industrial attributes that include glitches and a futuristic atmosphere. The outside signage communicates the industrial feel and personality of the brand. The strategic purpose of this signage helps direct the target demographic. Without this distinct signage showcasing the logo of the restaurant, consumers would find it hard to locate where the restaurant is. The illuminated entrance sign will provide a unique opportunity of having the brand visible in different weather conditions. It will illuminate at night or at low visibility to stand out from the natural 19
elements. The illuminated lightbox entrance sign will also be made of steel that can withstand harsh weather conditions. According to the GNU group, an entrance sign needs to “inform its target market, reflect the company’s personality, and be affordable to maintain for the long term” (Guzman, 2019). Due to the location of BOXPARK Sushi in the Lower East Side Milwaukee, the weather is always a concern during winter. Having an industrial lightbox will allow the signage to last long within that climate. This type of signage is innovative and crucial when introducing a new brand to consumers within a competitive market.
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MEDIA
Digital Outdoor Ad
Gli tch Yo' Street! DIGITAL OUTDOOR AD Medium: Environmental In the promotion of the launch of BOXPARK Sushi, it was vital for the restaurant to stay true to the technical attributes and benefits towards its targeted consumers. Instead of using a static outdoor banner, the restaurant decided to go with a different approach and utilize a digital advertising platform to promote the brand in the streets of downtown Milwaukee. The digital banner ad communicates the attributes of the brand by incorporating the color scheme, logo, typography, and consistent visuals from the design brief. The emotion and personality of the brand are positioned as modern and tech-savvy. Having 21
a digital banner ad instead of a static banner elevates the brand’s personality and invokes the brand’s image to come to life. When someone passes by the digital banner, the image glitches to get their attention. BOXPARK Sushi will be able to update the banners for any brand promotions and advertise using multiple images at different timeframes. The strategic purpose of this digital signage is to help entice the demographic from either a walkable distance or within the city. It also helps solve the problem of distinguishing itself from the competition to portray a unique nontraditional yet modern sushi restaurant.
Use this QR Code to view the Digital Outdoor Ad. YouTube Link: https://youtu.be/OkgCkzVNvuQ
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MEDIA
Mobile App
Cyber-Sushi On the Go! MOBILE APP Media: Online BOXPARK Sushi’s mobile app is innovative while still staying true to the purpose of connecting technology and cuisine to the consumer. It communicates the brand’s attributes by allowing consumers to feel more connected to the brand. Consumers will be able to order their customized sushi and cuisine ahead of time as an alternative to the in-store experience. The mobile app for the restaurant will increase consumer loyalty, order, and increase engagement. The mobile app is a perfect match for BOXPARK Sushi as the restaurant’s foundation is based on technology 23
and the target audience of tech-savvy millennials. Millennials are always on their phones whether it is social media or educating themselves on the world around them. The mobile app will communicate the visual identity of the brand by using elements of the brand such as brush strokes, the color scheme, and the cyborg geisha visual that is the iconic staple of the brand. The strategic purpose of the mobile app is used to connect the consumers closer to BOXPARK Sushi when they are away or not nearby. It helps promote the brand outside of the restaurant for consumers.
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MEDIA
Digital Tablet Menu
Stay +Roll With Us! DIGITAL TABLET MENU Media: Environmental, Online BOXPARK Sushi offers a digital tablet menu as another alternative for consumers when ordering. The restaurant needed to serve the challenged targeted demographic in more ways than one as having advanced technology proves to ease everyday tasks. It communicates the image and personality of the brand similar to that of the mobile app. It uses the same color scheme, visual elements of the geisha, and pops of the neon color on a dark black background. Having a digital tablet menu adds to the modern flair of the brand. The digital tablet is visually the same compared to the mobile app giving some consistency and 25
brand recognition between both the digital tablet menu and the mobile app. Keeping consistency within the brand will build brand awareness and develop trust and loyalty between the company and its consumers. It was important to keep consistency within the brand and reiterate the brand’s elements to the consumer. The strategic purpose of the digital tablet menu will help the consumer engage and interact with the technology that BOXPARK Sushi offers to create a personal experience while developing another alternative for consumers to create their cuisine.
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