Submission Boards Godfather

Jane Hansesgaard | OUGD603 | Godfather | Board 1/12

Godfather Quality Diner Brief Outline A live brief to design a new identity for a restaurant in Bradford. Create main menu, dessert and cocktails menu, comment card and reward card. The brief was extended further to include branded items for the tables and a series of pictures for the interior walls of the restaurant.

Jane Hansesgaard | OUGD603 | Godfather | Board 2/12

Background

Considerations

Target Audience

Concept

The Batley based restaurant is currently operating under the name of Godfather Pizzeria. Their menu, shown in the images on this board, is extensive ranging from pasta, pizza, burgers, kebabs to American style food, They wish to revamp the look and identity to a ‘Diner’ rather than a ‘Pizzeria’. They feel the current menu and collateral is not getting the message across as to how passionate they are about making quality food and offering excellent service. The client wishes to rename the restaurant Godfather Diner.

Consider the most effective and visually pleasing way of organising a vast amount of text in a constrained amount of space. How to bring the wide origin of food offered on the menu together to communicate one identity and message covering it all. The restaurant is keen to bring across their passion for food and their welcoming of families with children. Consider how to get these message across in the environment and ambiance. The interior aesthetics include exposed bricks and a big open cooking oven, use this to its advantage.

A high proportion of the current audience is Indian and a mixture of male and female, young people and families. Due to the quality of the food and service the restaurant wants to raise the perception of the restaurant through a more sophisticated identity which might help to build the brand awareness and attract a potential audience from a wider radius. The restaurant’s pricing structure fits in to a low to mid range section of the market.

The new concept is designed to move the identity away from the look of a back street take away restaurant to a quality diner. It introduces a warm personality and a friendly ambiance, embracing families with children as well as young professionals and a more mature audience who will appreciate the high level of service and fresh food. A sense of care for customers comes through in the new tone of voice, which is designed to engage and talk to the audience to help create a sense of family community in the restaurant. The concept introduces a buzz of zingy, tasty experiences.

Jane Hansesgaard | OUGD603 | Godfather | Board 3/12

Research

Research - Layout

Research - Use of Colours

Research - Use of Typefaces

Research - Tone of Voice

Looking into various examples of layout used on menus, particular interest was paid to identify the most appropriate way of compartmentalising information. It was noted that using shapes such as squares, rectangulars, lines, stars or circles can help the eye digest information. This can be done by literally using the shape with an outline, block colour or simply arranging the text in this way.

Research showed three main types of colour schemes used for diner style menus. Tones of blues, reds and whites were seen to be used often, a colour scheme reminiscent of the American flag. They ranged from very traditional looking to sophisticated. Other colour schemes of a more earthy nature introduced a touch of retro and vintage style and offered a more relaxed feel. Finally menus with stronger and bolder colours and strong tonal uses appeared quite fresh, trendy and ‘now’. They often offered a wide range of food.

A common tendency of using a minimum of three typefaces including the logo was found on menus having a less traditional look. More traditional looking menus were often limited to two typefaces for copy.

A strong influence of typographically themed designs were seen, using heavy impact or script typefaces in large point sizes to theme certain areas of the menu.

It appeared that typefaces with strong personalities were used as headlines and for the descriptions cleaner and lighter typefaces were used.

A lot of diners were found to be named after a person which in many cases worked to create a homely, welcoming tone of voice. Play on words and quotes was often seen on menus and appeared to introduce an engaging and conversational tone of voice.

Jane Hansesgaard | OUGD603 | Godfather | Board 4/12

Development

Identity Development

Illustrations

Tone of Voice and Family Feel

Bringing a touch of the brand to the table

Due to the extensive menu it was necessary to list each category of food, add up the dishes and from that get a sense of what proportion of space needed allocating to each category. Initial design development started with sketches on paper. Originally ideas were inspired by research mainly in the direction of retro and vintage style and the client’s wish of adding American vintage cars. The client wanted a brochure style menu and use it to tell their story. Due to restraints on the format, it was proposed that the story could be conveyed through other means such as a series of prints for walls.

After having made trials of using cut out images of food on the menu as suggested by the client, a subtle suggestion was made that the use of illustrations might give a more balanced and uniform look. Personality was transferred to the identity in the form of illustrations and various colour ways were trialled. The style of the illustrations is very simple with a tapered, soft stroke to add a sense of hand rendering. They are mainly used purely with a coloured stroke rather than a block colour to allow them to blend in with the overall design rather than stand out.

The tone of voice introduced on the menu became playful and conversational to create a relaxed atmosphere. During this part of development, the idea of creating a colouring sheet for children visiting the restaurant arose. A set of illustrations was made for this purpose. The emphasis was on making illustrations that would suit and interest both boys and girls. Giving out colouring sheets to keep children entertained whilst they are waiting for their food communicates an understanding and welcoming gesture to families with young children.

The idea of having the logo applied to a wooden crate for use on the tables to hold cutlery, napkins, salt and pepper and sauces, started trials on how this could be executed. The initial idea was to stencil the logo with the help of laser cut paper. Trials were made but unsuccessful due to the nature of the type faces. The resolution came in engraving the logo onto a piece of plywood designed to attach to each end of the wooden crate. A process of building up colour to match the crate using stain and finishing with a light coat of chalk followed.

Jane Hansesgaard | OUGD603 | Godfather | Board 5/12

New Brand Identity

INGREDIENTS OF A RECIPE LOBSTER 1.3 LOGO

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%&*?

AMERICAN TYPEWRITER QUALITY DINER

QUALITY DINER

HEADINGS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%&*?

Red 1 C15 M100 Y100 K0

Red 2 C16 M100 Y94 K6

Red 3 C22 M100 Y92 K13

Red 4 C22 M100 Y92 K30

Pink C57 M0 Y100 K0

White C0 M0 Y0 K0

Orange 1 C0 M80 Y95 K0

Orange 2 C0 M45 Y69 K0

Orange 2 C5 M71 Y70 K0

ARIAL

BODY COPY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%&*?

Logo The new logo is built up purely of the name of the restaurant using the script typeface, Lobster 1.3 with a simple strap line of ‘Quality Diner’ in Arial. It was suggested to the client to add ‘Quality’ to raise the perception of the brand. The soft rectangular frame with the curved top works to create a trace of stripped back retro and also helps to transfer a subtle element of impact suitable for application through various media. It lends itself perfectly as a sign in its own right and due to its simplicity it is very scalable. It is offered in two versions to allow use for a wide range

of purposes. The version with the red background is proposed to be used mainly for paper based printed material such as the menus and stationery. The two colour, transparent version has been developed for the purpose of branded items such as table ware, staff uniforms, window vinyls and for use on wall decoration for the interior of the restaurant.

Typeface

Colour scheme

Three typefaces have been used to create the new identity. Lobster 1.3, crafted by Pablo Impallari of Argentinian origin, offers strong character and impact to the logo. It conveys a lighter symbolism of the chosen name of the restaurant and transfers a family friendly feel. American Typewriter, designed by Joel Kaden and Tony Stans is used for headings bringing in a hint of nostalgia. Its soft shapes and rounded terminals add a friendly and playful demeanour. Open spaced and clean Arial works well as a contrast and calms the overall look down, offering high readability even at small size.

A very warm colour scheme of reds and oranges has been developed with the use of white to contrast and balance. There was a request from the client to use red as the main colour. Initially this presented a challenge in terms of creating a design which would not appear too intense and heavy. This has been solved by introducing various tones of reds and oranges and adding an element of soft pink. The colour scheme, as the menu itself, represents a medley of sizzling tones of colours coming together to offer a contemporary take on a ‘diner style’ menu.

Jane Hansesgaard | OUGD603 | Godfather | Board 6/12

Designs, Format and Stock

Main Menu

Dessert and Cocktails Menu

Comments Card and Rewards Card

Format A3 Double side print Stock 245gsm Card

Format A5 Double side print Stock 245gsm Card

Format Comments Card H85 x W130 mm Double side print Stock 245gsm Card Format Rewards Card H55 x W85 mm Double side print Stock 245gsm card

Jane Hansesgaard | OUGD603 | Godfather | Board 7/12

Finished Products - Main Menu and Tableware

Jane Hansesgaard | OUGD603 | Godfather | Board 8/12

Finished Products - Main Menu and Tableware

Jane Hansesgaard | OUGD603 | Godfather | Board 9/12

Finished Products - Dessert and Cocktails Menu

Jane Hansesgaard | OUGD603 | Godfather | Board 10/12

Comments Card, Rewards Card, Colouring Sheet

Jane Hansesgaard | OUGD603 | Godfather | Board 11/12

Example of Pictures For Use On Walls In The Restaurant

Jane Hansesgaard | OUGD603 | Godfather | Board 12/12

Evaluation

Evaluation I am very happy with the outcome of this brief. It has been a challenge to channel the cuisine of a restaurant with such a variety of food and drink into one strong identity. I believe the new identity draws it together in one unity and demonstrates its own take on what a diner in 2015 can look like with touch of retro in its own rustic way. The identity has improved considerably compared to the old. It now gives out the perception of a trendy place to be, a friendly atmosphere and staff and chefs who has a real passion for what they do.

In terms of the journey with the client, this has also been a challenge. I was dealing with a middleman and did not meet the end client and could therefore not visit the restaurant due to this relationship. I was supplied with images from the restaurant. After a lot of development work and having produced final designs ready for sign off, a new set of designs from a third party were shown to the end client. At this point I was asked to merge my already accepted design with the ones from the third party. I felt this was wrong and said no thank you.

For the purpose of fulfilling the brief for my own satisfaction, I took the decision to submit the designs I personally felt were most the suitable instead of the ones preferred by the client.