MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Harry Ramsdens Rebrand
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Harry Ramsdens is Britain's longest established restaurant chain, being created in 1928. It is a well known throughout the UK and even has outlets in high profile places such as Hong Kong, Australia and America. Although they are well known the brand wants to re-popularize itself through new branding. The current logo relies on heritage and a dark, maroon colour scheme that doesn’t attract a younger audience of customers. It is documented that although previously highly popular the chain is now losing business.
Brief or Tasks The brief is to re-brand the British restaurant chain, Harry Ramsdens to make them relevant again as well as celebrating their heritage and create a timeless logo that will define their future. They are a classic fish and chip restaurant but the task is to re-fresh their image. The branding must work over all possible mediums and products. Packaging, interiors, publications, packaging, point of sale, websites etc. This is a collaborative brief working with Eve Warren. We intend to strip back the Harry Ramsdens logo, replacing it’s existing colour scheme with bright and fresh colours paired with clean white backgrounds that will contrast the detailed, almost anatomical, monochrome, hand rendered illustrations. Working together and merging our strengths we hope to create a full range of printed ephemera, including menu’s and the food wrapping as well as the digital aspects such as website proposals and photograph our work to a high level. Time allocated: On going project, 5 weeks, 1 week sketching
Preparation/Research suggestions The research will be collaboratively undertaken with us each being assigned different tasks. Research into the brand itself is imperative in order to design a brand that reflects the company values, feels and heritage. This will include previous logos, location research and menu. As well as this we will research into successful branding for other restauraunts to understand what will be effective as well as looking at brands in other sectors that we feel reflect their heritage in a contemporary way. Understanding how to produce the detailed pencil drawing visuals is important for us to create the best possible outcome. Lastly, understanding the products we will need to apply the branding over is also important.
Evidence – for this project students should submit Fulfilling the mandatory requirements set in the brief a range of both printed and digital media will be submitted. This includes the logo itself, menus, napkins, packaging for food, signage, interior imagery and a website proposal.