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Wild Cafe Kara Knopfler


Wild Cafe Kara Knopfler 101719190 Judy Worthington Brand and Identity Design DCO20001 TP3 - 2017

Contents

Introduction 4 Project 1 6 Project 2 13 Project 3 23 Part A: Applications 23 Part B: Guidelines 42 References 48

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Wild Cafe Brand Book |

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Project 1

Introduction

This book is a development and response to the process of brand and identity design. It explores the visual language of creating a brand and demonstrates how to extend these brand marks to wider applications. Consistent treatment of these guidelines enhances an audiences familiarity and provides an insight into who the brand is. Wild Cafe positions itself as a local, friendly collective with natural colours to compliment the freshness of the food and outdoor setting. Patterns of native flora attract an eco-friendly audience while the soft palette invites all to try something personal and new.

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Part A Understand Branding

Branding

Brand

Identity

Branding is the technique of developing and cultivating your brand to establish a presence in the market that consumers will identify.

A brand is the essence or meaning of your company, product or service. It’s a concept which lies between the product and the idea, and manifests as a result of branding strategies and consumer perception.

Brand identity is the signifier of how your brand is recognized. They are the visual elements which are constructed to help consumers identify and recognise your brand.

It aims to connect the consumer to the product or service by creating a larger meaning to the brand that the consumers will trust and believe in:

A brand is both identity and image which is earnt by the power of your branding- you can’t brand something, rather,

“Branding is the cause; the brand is the effect.” “The power of a brand lies in what resides in the minds of the customers.”

“Your brand identity is the icon of your company and product. It is the badge that represents the brand and the relationship with the consumer.” Consistency will build a memory structure for the consumer and help shape an identity for the brand.

Part B: Understanding Brand Marks

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Brand mark = Logo

Image as part of the brand mark

Logotype = letter mark as part of the brand mark

Pictogram

A brand mark offers a visual or auditory cue for the consumer to recognise a brands’ product. It offers the simplest form for brand identity for the consumer which is depicted with the use of a mark, symbol, icon, colour, picture or character.

An image as part of a brand mark is also known as a pictorial mark where literal imagery is used as the brand signifier.

Often constructed out of company initials, this typographic logo may be employed as an identity signifier. It often streamlines a lengthy name down to just a few letters to heighten simplicity and perhaps brand identification.

A pictogram is an icon or image which represents data. They are often simplified symbols which clearly communicate the concept or intention and transcend language, culture, race and gender. Pictograms typically use as little material as possible and flat colours to communicate the message.

A food business in Coffin Bay, SA offers oyster farm tours. They can be recognised with this logo.

Australian Truffle Traders in Manjimup, WA offer truffle hunting tours. They use an image of Aus. with a truffle hunting dog.

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A NSW forager has turned his name into the mark of his business with the letter mark “db” to represent his foraging tours.

This VIC food tour employs two culinary items (a fork and a spoon) which instantly resembles the idea of food and eating.

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Combined mark

Trademark

As the type of brand mark suggests, a combined mark is a logo comprised of letter marks and pictorial marks. The combined mark may integrate a word with the image to form one mark or keep both marks separate.

A trademark is a recognisable element to identify a brand. It is can be any part of your brand, brand mark or branding which can be registered (but is not required) to provide exclusive rights to use. A trademark will last as long as it is used for and help distinguish your brand from its’ competitors.

Positioning Map 1 Cost (high)

Gap in the market

Educational

A Sydney mushroom tour combines both image and text to create their logo.

Leisure

The Penfolds logo is a trademark.

Cost (low)

Part C: Categorising Brand Marks

Positioning Map 2 Cost (high)

Gap in the market

Time (short)

Time (long)

Gap in the market

Cost (low)

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Wild Cafe Brand Book |

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Part C: Case Study 1 Oyster Farm Tours

Case Study 2 Fat Hen

Case Study 3 Mushroom Hunting on the Peninsula

Coffin Bay Oyster farm tours was designed by local Oyster Bar & Bistro owner Ben Catterall after a growing interest from tourists wanting to learn how oysters are harvested. This business is interesting to look at as it offers many “add-ons” to the one-hour dedicated tour.

Owner Caroline Davey, “I set up Fat Hen in 20074 to unite my two great loves; food and nature and to find a way of sharing this communion with other people.”

Contrary to its’ branding this business is the artisan of mushroom foraging. The luxurious private truffle hunt takes 8 hours approximately and sits the highest price point for a food foraging tour ($230). It includes a five-course degustation menu, truffle hunting and wine tasting. This experience is high-end and since truffles are found by truffle hunting dogs- does not require as much physical effort. The key difference here is that the truffles found are notfor the consumers to pick and take home (unless purchased).

Consumers are always after fresh, local and delicious foods which is why the food industry has become competitive and branched out to many different cuisines. The idea of paying for a tour to learn the history of an oyster farm and gain first-hand experience at wading out into the water and finding fresh oysters adds a unique and personal touch to your dining experience. This tour allows you to take the learning experience and add an element of indulgence. With champagne and platter packages to add-on you can make the most of this experience the way you want to. The key target audience for this experience would be for any seafood lover over 25. The concept is simple and allows the consumer to tailor their tour. The design is classic with a simple white logo giving it a boutique feel, and the location sets this dining experience apart from i ts’ competitors.

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Set overseas in the U.K. this business concept is aimed at educating people on how to find wild food safely and with the proper precautions. The food foraging tour extends to learning hunting techniques and plant identification tips. This tour includes a three course lunch, glass of wine and all the equipment needed for foraging. It also will teach you how to cook the foods foraged and is complete with a recipe pack to take home. The idea focusses more on the journey of foraging food and learning how to incorporate wild foods into your cooking. The tour is approximately 2 hours in length and aims to educate its adult audience.

The brand mark does not communicate the highquality experience. The logo is pixilated, the font is not elegant and the price is high.

The green and white design has an ecological feel. With a focus on nature rather than simply eating, this experience is conscious and requires a physical effort in order to enjoy. The tour aims to share knowledge and experiences with nature and allows us to feel present and gain new perspectives on the food industry and food foraging.

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Project 2

Part A: Branding Strategy Creating a Name

• Nature • Nurture • Natural • Environment • Landscape • Outdoors • Scene • Wild • Bush • Bio • Eco • Foliage • Horizon • Leaves • Native • Untamed • Organic • Essence • Primal • Instinct • Gather • Collective • Forest • Woodland • Trees • Earth • Mother Nature

Potential Client Name

• Food • Abundant • Bite • Tucker • Nourish • Nutrition • Delight • Fruition • Wholesome • Gift • Eat • Treasure • Picnic • Guide • Direct • Walk • Wonder • Trail • Path • Off-road • Navigate • Journey • Explore • Hunt • Yield • Tour • Kitchen

• • • • • • • • • • • • • • • • • • • • • • •

Biohunt Wild Guide Walking with Trees Wild Tucker Foraged Foods Woodland Trails Bush Tucker Nourished Path Natural Wonder Off-road Treasures Wild Bite Outdoor Kitchen Organic Treats Nutritious Landscape Bush Eats Beyond the Horizon Field Yields Native Treasures Organic Abundance Explore the Outdoors Nourished Tours Outdoor and Organic Wild Cafe

Final Client Name: Wild Cafe

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Mission Statement

Brand Values Local

Wild café creates a personal dining experience with the opportunity to learn and harvest fresh seasonal foods from the land to your plate. We believe that fresh is best and are passionate about using the nature around us as the primary resource for our meals. Whether you are looking to help and learn how to harvest these foods or simply want to appreciate the yield at the table, Wild Café is dedicated to delivering a fun and positive environment with the opportunity to educate our community about local foods.

Natural

Appreciative

We are conscious of sustainable practices and believe in conserving the environment for generations to come. We aim to educate the community about living within your means and how to prepare foraged foods in our outdoor café setting. Let our expertise guide you through the bush as we explore native treats. Let our natural outdoor setting invite you to take a break away from the city rush, and let the harvest delight your taste buds as we prepare the freshest meals direct from our lands.

Resourceful

Positive

Conscious

Personal

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Community

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Mood Board

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Sketches

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Refining Preffered Sketches

Final Brand mark for Wild Cafe

Compare: Wild Cafe vs. Oyster Farm Tours

The brand mark focuses on its’ character to attract a wider audience to an otherwise niche business idea. The tiki represents family which portrays the idea of community. The untamed hair reflects bushes and the rough font gives the brand mark a wild and natural feel. By keeping the mark fun and rustic positions the brand between a high-end boutique idea and a purely educational experience.

Wild Café attracts a larger clientele through its soft colours and light-hearted character. Oyster Farm Tours portrays the opposite of this message with a classic white logo to feel boutique and expensive. The serif typeface is very formal and tends to blend in with the background while ‘Wild’ stands out with a slight drop shadow and pop of yellow. Overall the tone of Wild is warmer and feels more inviting than the white and blue mark. The sharp angles also assert more attention to the eye. Wild Cafe is crisp and clear with a pleasing range of colours to stand out against its’ competitors.

The colours are soft and native; chosen from flora to represent the Earth and the conscious practices taken while food foraging. It contrasts the sharp angles of the hair to offer visual appeal through balance. The typeface chosen was “Original Surfer” as it had a wooden feel to compliment the tiki. I chose this brand mark over the deer as it is not native to my area. Whilst the structure was clever it didn’t leave enough room for a colour palette. I wanted to showcase the soft beauty of nature through colour and the body of a deer couldn’t replicate this. The cactus was fun and represents the food side of Wild Café better than a tiki though felt too common and typical. The typeface offered no positive impact on the brand mark and there wouldn’t be enough colour variation for it to stand out.

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Part A: Applications Wild Cafe Brand Mark

W ild Cafe

This brand mark has been modified for a more updated and clean look. It is less busy but still has a quirky feel with small embellishments to compliment the wild nature of the band.

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Wild Cafe Brand Book |

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Stationery | Letterhead | Tax Invoice

W ild

W ild

Cafe

Cafe

Miss Dani Smith 13 Hume Street Toowoomba QLD 4350

Miss Dani Smith 13 Hume Street Toowoomba QLD 4350

12th February 2018

Tax Invoice #142 12th February 2018

Hi Dani, thank you for your enquiry! We would be delighted to host a private function for y our birthday on Saturday. The weather is predicted to be fine and sunny which will make for a great evening. We are located on a property 10 minutes out of town. The venue is situated outdoors and will commence at 3pm for food foraging . We will aim to be eating by sunset and finishing up ar ound 8pm. We require a 50% deposit prior to the par ty and also have packages available for overnight camping, of which I have attached if interested. The venue hovlds up to 15 guests for a more personal experience. Please advise guests to bring closed in shoes and BYO is welcome. We will be preparing a wild mushroom risotto though are happy to take requests upon avilability. This season has also produced many berries which we can prepare into snacks upon arrival.

Item Description

Quantity

Cost

Entree Platter

3

$30

Mushroom Risotto

10

$120

Wine & Cheese Platter

3

$60

Service

1

$40

Overnight Stay

10 pax.

$150

Subtotal

$400

Discount: 241STAY

-$75

TOTAL

$325

We require a 50% deposit two days prior to your event. Please make payment to: WildCafe Account no: 1265-5436-324

For any questions or further information please contact me on: +61437 336 854

Warm Regards, Wild Cafe

Warm Regards,

Kara Knopfler Owner Wild Cafe

Wild Cafe

Wild Cafe

ABN: 23-543-654-432

ABN: 23-543-654-432

13 Cornfield Dr.

13 Cornfield Dr.

Toowoomba QLD +61437 336 854 info@wcafe.com.au www.wcafe.com.

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Toowoomba QLD +61437 336 854 info@wcafe.com.au www.wcafe.com.

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Stationery | Envelope | Business Card | Email Signature

W ild

Miss.Dani Smith 13 Hume Street Toowoomba QLD 4350

Cafe

13 Cornfield Dr. Toowoomba QLD 4350 www.wcafe.com.au

W ild Cafe

Fresh is best

Kara Knopfler Owner

+61437 336 854 info@wcafe.com.au 13 Cornfield Dr. Toowoomba QLD 4350 www.wcafe.com

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Stationery | CD and Case | Tube | Homepage

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Stationery | Set

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Enamel Mug

Eco Tote Bag

Cloth bag is eco friendly alternative to plastic and will be used for foraging foods.

Enamel mug is an eco friendly alternative to take away cups and sturdy around a campfire.

Vehicle

Lanyard

Food truck for picking up fresh food will promote Wild Cafe in the local area whilst in use.

Lanyard for consumers to wear for identification on the campgrounds. Also serves as memorabilia for consumers after their stay.

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Signage to Wild Cafe

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Menu

Chalk written menu is prepared daily due to the nature of a food foraging cafe. Sign is positioned at the front of the property.

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Poster

Engraved Wood

Flyer to promote current events at Wild Cafe.

Engraved wood application to be further developedEngraved into trees around the property for boundaries of Wild Cafe. These could also be seen on benches etc.

Poster

Candle

Candle adds beautiful setting to Wild Cafe in the evening. Since we are situated outdoors the candle and a camp fire will be the main source of lighting. The candle is a soft mood light but also doubles as a mosquito repellent.

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Flyer to promote promotions at Wild Cafe.

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Uniform | Apron | Shirt | Foraging Kit

Shirt is not mandatory on grounds since being outdoors may present different climates. The shirt should be worn whenever off site as it represents Wild Cafe and who we are.

Apron is only to be worn for cooking. This keeps staff looking professional and clean.

Food Foraging tool kit on a belt buckle for easy access to equipment for picking wild foods.

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Part B Guidelines Typography

Wisdom Script

abcdefghijklmnopqrstuvwxyz

This font is used for some headings as it is similar to the logo font yet easier to read

0123456789

Wild Youth

abcdefghijklmnopqrstuvwxyz

This font is used for the logo

Gill Sans Regular This font is used for all other text

AB CDEF GH IJKL MNOPQRSTUV W X YZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Gill Sans Light

abcdefghijklmnopqrstuvwxyz

This font is used for address blocks

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

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Things to Avoid

Colours

Wild Green Primary colour for Wild brand

RGB CMYK PANTONE HEX

162 157 67 39 28 91 4 582 C #A19D43

W ild

DO NOT Rearrange elements in stack

Cafe

Wild Yellow Used for fresh pops of colour, much like a wild flower

RGB CMYK PANTONE HEX

236 231 128 9 2 63 0 586 C #EBE67F

W ild

DO NOT Use change the typeface

Cafe

Wild Brown Secondary Wild colour has cool earthy tones to compliment the fresh green

RGB CMYK PANTONE HEX

112 107 81 53 46 79 23 7771 C #706B50

RBG CMYK PANTONE HEX

217 118 111 12 65 51 0 7523 C #D9756E

Wild Pink Inspired by the eucalyptus flower, this shade is used sparingly for a soft touch

W ild W ild

DO NOT Stray from the colour palette

Cafe

Cafe

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Add any extra embellishments or features

Cafe

W il d 44

DO NOT

DO NOT Stretch or distort the logo

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Brand Toolkit

Cafe

W ild

Cafe

Cafe

W ild

W ild

W ild

Brand Mark

Cafe

W ild Cafe

W ild Cafe

Applications were not developed to position the logo on a portrait view however further developments may work for cutlery and other thin items.

Clear Space

W ild Cafe

Each logo will be able to fit an embellishment of clear space around. This isn’t a particularly large area for clear space as the logo was inspired by leaves which you will typically find closer together.

Minimum Size

W ild Cafe

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Minimum size is 22mm x 12mm This size is seen on a tag which wraps the drawstrings of the cloth bag together. Wild Cafe Brand Book |

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References

A Taste of Victoria Food Tours. (2017). A Taste of Victoria Food Tours. Retrieved 27 November 2017, from https://www.atasteofvictoriafoodtours.com/

About the author Jeremiah Gardner Read more from Jeremiah in his upcoming book, & Gardner, J. (2017). The difference between a brand and a brand identity. The Brandisty Blog. Retrieved 20 November 2017, from http://blog.brandisty.com/brand-management-blog/the-difference-between-a-brand-and-abrand-identity/

Australian Truffle Traders. (2017). Australian Truffle Traders. Retrieved 25 November 2017, from https://www.australiantruffletraders.com/

Brand Identity | Define Who You Are | Captive Imagination. (2017). Captive Imagination. Retrieved 20 November 2017, from http://www.captiveimagination. co.uk/brand-identity/

Diego Bonetto. (2017). Wild Plants, Foraging, Food, Art and Culture. Retrieved 27 November 2017, from http://www.diegobonetto.com/

Finding Feasts | Cooking Eating Storytelling. (2011). Finding Feasts. Retrieved 16 November 2017, from http://www.findingfeasts.com.au/

Forest Fungi. (2017). forestfungi. Retrieved 27 November 2017, from https://forestfungi.com.au/

Gallery. (2017). Oyster Farm Tours. Retrieved 27 November 2017, from http://oysterfarmtours.com.au/galleries/gallery/

Home. (2017). THE WILD FOOD HUNTRESS. Retrieved 27 November 2017, from https://www.thewildfoodhuntress.com.au/

Jones, R. (2017). Branding: A very short introduction (pp. 15-22). Oxford University Press, 2017.

Morones, H. (2016). Do you know the 7 different types of logos?. 99designs Blog. Retrieved 18 November 2017, from https://99designs.com.au/blog/tips/ types-of-logos/

The best range of tours of wineries and breweries in Margaret River, Busselton and Dunsborough | Bushtucker Canoe & Winery Tours. (2017). Bushtuckertours.com. Retrieved 27 November 2017, from http://bushtuckertours.com/tours/

Trade mark basics | IP Australia. (2016). Ipaustralia.gov.au. Retrieved 24 November 2017, from https://www.ipaustralia.gov.au/trade-marks/understandingtrade-marks

Tschumy, L. (2015). The Timeless Clarity of Pictograms. Monigle. Retrieved 22 November 2017, from https://www.monigle.com/blog/the-timeless-clarity-ofpictograms/

www.mushroomtours.com. (2017). Mushroomtours.com. Retrieved 27 November 2017, from http://mushroomtours.com/

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Brand & Identity Design  

University project to create a brand from a business concept.

Brand & Identity Design  

University project to create a brand from a business concept.

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