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Campaign Project

Pancho’s Cuisine Project Book


The Introduction


Pancho’s Mexican Restaurant has provided Hispanic Flair of Choices Menu Items since established in El Paso, Texas in 1968. The Pancho’s Cuisine New Healthy Lifestyle Menu Re-brand will offer individuals Palate Pleasing, True Mexican style dine-in power lunch & healthy dinner options with only 500 calories.


Table of Contents Research The Abstract - - - - - - - - - - - - - - - 1

The Change - - - - - - - - - - - - - - - 3

The Target Audience - - - - - - - - - - 5

The Key Tenets - - - - - - - - - - - - - -7

The Advertising Strategy - - - - - - - 9

The SWAT Analysis - - - - - - - - - - 11

Research Paper

Creative Development The Competative Logos - - - - - - - - - -13

The Logo Development Stage - - - - - 15

The Print Advertisment - - - - - - - - -

The Infograph - - - - - - - - - - - - - - - 19

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Creative Development

Logo Style Guide The New Logo Design - - - - - - - - - - - - 23

The Logo Color Variations - - - - - - - - - - 25

The Logo Clear Space Guidelines - - - - - 27

The Logo Usage Violations - - - - - - - - - 29

The Logo Color Guide & Typography - - - 31

The Imagery Guidelines - - - - - - - - - - - 35

Style Guide


Research


Research

The Abstract - - - - - - - - - - - - - 1 The Change - - - - - - - - - - - - - 3 The Target Audience - - - - - - - - 5 The Key Tenets - - - - - - - - - - - 7 The Advertising Strategy - - - - - 9 The Swat Analysis - - - - - - - - - 11


The Abstract Pancho’s Mexican Restaurant began providing a Hispanic flair of choices menu items in 1968. The Pancho’s Cuisine New Healthy Lifestyle Menu offers individual’s pallet pleasing, True Mexican style dine-in power lunch & healthy dinner option with only 500 calories. The advertising strategy will focus on Family, Friends, Business Professionals, and the Health Enthusiast. In-house tortill factory will project an irresistible aroma delivering a memorable experience. The changes demonstrated will Re-brand Pancho’s Mexican Restaurant targeting the calorie conscious individual. This change will invite everyone to dine together and enjoy the New Lifestyle Menu options.

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The Target Audienc T h e Ta r g e t Audience will focus on Fa mily, Fr ie nds, Business Professionals, and the Health Enthusiast. The changes demonstrated will Re-brand Pancho’s Mexican Restaurant targeting the calorie conscious individual. This change will invite everyone to dine together and enjoy the New Lifestyle Menu options with 500 calories.

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ce


The Key Tenets

Health - Economic V

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Value - Satisfaction


The Change The original strategy to attract patrons to Pancho’s Mexican Restaurant was developed in 1966. Consumers had little to no concern for healthy dining, and counting calories. The “All you can eat, nobody leaves hungry” slogan, worked very well. The Internet has become more robust, and consumer health awareness is at its peak. There is an audience working to keep fit and healthy. In order to appease this tribe of consumers, Pancho’s must first, recognize an evident need for change. Second, Identify options of where the change should occur. Third, recognize the tipping point in this opportunity and take action.

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The Advertising Stra

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ategy The Advertising Strategy will appropriately be named “Pancho’s Healthy Lifestyle Dining.” This new campaign will unveil Pancho’s new 500-calorie “Healthy Lifestyle Menu.” The new menu will be endorsed and created by Executive Chef Kathy Sandoval. A new logo will be incorporated into this campaign to create a New Brand Identity. Sandoval will introduce the new Healthy Lifestyle Menu. Each dish will be made up of only 500 calories. Included with the dish is an optional 120-calorie dessert moving up the total calories per dish to 620, if dessert is requested. Each dish will consist of “Pancho’s Power Plus Protein,” vegetable, salad, and one wheat tortilla.

Pancho’s will also unveil the new “Healthy Lifestyle Dining Specials” available for lunch and dinner services. This advertisement will consist of a picture of the dish, special dine-in and pick-up pricing, with expedited service. The expedited service will be appropriately named, “Pancho’s Healthy Lifestyle Dining Special.”


The Swat Analysis Based on SWAT Analysis for Pancho’s Cuisine, it has been determined Pancho’s Restaurant is prepared to move forward with the New Healthy Lifestyle Menu. The implementation of the new menu, based on the opportunities, will focus atten-

Strenght • • • • • • • •

50 Years in business 1st Mexican Restaurant Buffet Raise the Flag National Recognition Fresh In-house Tortilla Factory All you can eat, pay one price Sit down table service Loyalist to the Pancho’s experience Mexican Villa Ambiance

Opportunity • • • • • • • •

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Offer healthy style menu Attract health conscious patrons Hispanic growth on the rise in America Simple transition to smaller food portions Americans becoming more weight conscious Low wages acceptance for employees Smaller portions equate to higher profits Attracting more of a lunch crowd


tion to an additional target audience equaling to higher profits. The 50+ years in business, all you can eat campaign, establishes a secure basis necessary to promote the new menu options.

Weakness • High unemployment benefits

• • • • • •

• • • •

Excessive food waste Food needs to stay fresh Inconsistent logo image Insurance premiums high due to fire hazard

Inconsistent profits

Threats

Rising food pricing Large overhead cost Inability to expand to more locations Health issues exposed towards greasy foods Previous location growth issues Strict health department regulations


Creative


Creative Development

The Competative Logo - - - - - - 15 The Logo Development - - - - - 17 The Print Advertisment - - - - - - 19 The Infographic - - - - - - - - - - - 21


The Competative Lo

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ogo Researching the competition to Pancho’s Mexican Restaurant, it is important to heed the similarities and differences each possess. Evaluating and recognizing different Mexican Restaurant Logos based on the 5 principles of an effective logo, it becomes easier to visually key in on the good, bad, and the ugly. Five Principles Designing a Successful Logo. Simple Memorable Timeless Versatile Appropriate Listed below are the different Colors, Logotype, and Logomark of the the competitors to Pancho’s Mexican Restaurant.


The Logo Developm The Illustrated Logo Samples are the initial logo styles design. The five principles to a sucessful logo have been met with the designs demonstrated, yet the samples seemed busy and did not meet the all key tenets Authentic, Satisfying a n d H e a l t h y.

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ment


The Print Advertism Print Ad #1 Key Tenets will be New / Delicious and illustrate dining at Pancho’s will now entertain super Mexican flavor with low calorie healthy choices from the Pancho’s Healthy Lifestyle Menu. Tagline – “Pancho’s, great food, less belly bulge.”

Print Ad #2 Key tenets will be Lean / Color targeting the workout enthusiast searching for a healthy alternative. Tagline – “Everybody Enjoys, Even Muscle Mike and Skinny Mini.”

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ment


The Infographic Facebook Page will enable the social media campaign to take full advantage of the web’s unique properties like interactivity, community building, and the ability to specialize local offers. If a Facebook Fan press Like Button on the page they will become a Fan to the business and receive updated posts and special offers from the business. QR Scan codes. I want Pancho’s Patrons to easily log on the Pancho’s Cuisine Facebook page, with a QR Scan Code, Like it - and receive a Buy one Get one Free coupon. I want the Facebook QR Scan codes on all menus and next to the credit card stickers on the front door with restaurant hours. Pancho’s Cuisine Animated Video will be utilized on television, web banner, You Tube, Facebook, and company website. Monthly promotions will be advertised. Brand image will remain consistent with Adobe After Effects animated logo. 21


Pancho’s Cuisine original theme song “Bus Stop” as written and preformed by Mario Otero. Theme song will be played with all video advertising articulating the ambiance and authenticity of Pancho’s Cuisine. Twitter Page will enable Pancho’s Cuisine the opportunity to tweet special offers as a means of publicity to the traditionally tech and social media worlds. Consumers may re-tweet the offer to their followers establishing a viral tweet of your business. Offers may include coupon codes, URL’s to special promotions, or a direct link to your web page. YouTube will enable the Pancho’s Cuisine Interactive Designer the ability to promote monthly specials with music and video. Productions will be processed with Professional Apple Programs iMovie, and After Effects.


Style Guide


Style Guide

The New Logo Design - - - - - - 23 The Logo Color Variations - - - 25 The Logo Clear Space Guidelines - - - - - - - - - 27 The Logo Usage Violations - - - 29 The Logo Color Guide & Typography - - - - - - - 31 The Imagry Guidelines - - - - - - 33


The New Logo Desi The New Logo Design demonstrated will Re-brand Pancho’s Mexican Restaurant targeting the calorie conscious individual and families seeking a healthy alternative. This change will invite everyone to dine together and enjoy the New Lifestyle Menu options with 500 calories. Pancho’s Cuisine utilizes two logo choices across all advertisements and signage. Logo choices are established as a trademark to the corporation and cannot be misrepresented in any manner. Templates will be provided in order to represent the Brand Image and Corporate Identity. Any distortions or deviations related to size and true design of the Pancho’s Cuisine Logo will be prohibited.

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ign


The Logo Color Var Logo Color Variations are based on the Panc h o ’s C u i s i n e Color Palette and are the only colors allowed. The P a n c h o ’s C u i s i n e Color palette will remain consistent in order to maint a i n Tr u e B r a n d Essence and I d e n t i t y.

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riations


The Logo Clear Spa The following Clear Space Guidelines are provided to maintain a minimum clear space around the Corporate Logo maintaining a Consistent Brand Identity. Please maintain a minimum clear space around all edges of logo as defined as the height of the “A� in the wordmark.

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ace Guidelines

Approved Tagline or Promotion

Approved Tagline or Promotions


The Logo Usage Vio Logo Usage Violations 1. Don’t change logo orientation 2. Don’t Bevel or emboss the logo 3. Don’t place the logo in a busy photograph or patterm 4. Don’t change the Logo color. 5. Don’t crop the logo. 6. Don’t add glow effects to the logo. 7. Don’t present the logo on vibrating color background. 8. Don’t present the logo in outline only fashion 9. Don’t add drop shadow effects to the logo. 10. Don’t put a white box around the logo when placed on a dark or busy background. 11. Don’t reconfigure or change the size or placement of any logo elements. 12. Don’t squeeze or stretch the logo to distort propertions.

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olations Don’t represent the logo on vibrating color background.

Don’t reconfigure or change the size or placement of any logo elements.

Don’t change logo orientation


The Logo Color Gui Color Guide requirements representing the correct logo colors. A Consistent Logo Color Palette is required to maintain the Pancho’s Cuisine Brand Image.

R- 211 G- 27 B- 0 D31800 R- 0 G- 255 B- 0 SDA552 R- 237 G- 55 G- 3 ED3724 R- 0 G- 0 B- 0 00000 33

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ide & Typography Typography requirements to maintain a the consistent Pancho’s Cuisine Brand Image. JI Burrito Typeface utilized for Pancho’s. Custom Swirl Above the “P” and inside the “O” of Pancho’s. Helvetica Neuve Typeface utilized for CUISINE


The Imagery Guidel Imagery Samples demonstrated below are pre-approved for immediate use. New images will be distributed once a month to maintain the Pancho’s Cuisine Consistent Brand Image.

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lines


Desgned By: Greg Sandoval

Full Sail University Campaign Project GregSandoval@FullSail.edu

Sandoval_10.4.1_Final  

Pancho's Cuisine Campaign Project

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