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Melissa Gridley August 9, 2011 GR4600 Corporate Brand ID Bill Corridori

CONTENTS Part 1: Overview


Part 2: Comparison 7 Exterior 8 Interior 9 Outdoor Dining 10 Reception 11 Bar 12 Ambience 13 Tabletops 14 Menu 15 Staff 16 Food 17 Collateral 18 Digital Branding 19 Overall 20 Part 3: Appendix


Contents Contents : 3

PART 1 : Overview There are a number of reasons to consider a new brand

Phase II: Identity Redesign

identity for an organization; a merger, a shift in market position,

Once the desired attributes were known, a brand mark could

an outdated image or the complete lack of branding. It’s for

be built around these concepts. Hours of sketching, tracing,

this last reason that the Tutored Chef restaurant is undergoing

refining and tweaking were required to translate the word

an exhaustive review of its strengths, weaknesses, image,

picture into a visual symbol to embody the organization’s

aspirations and growth potential, in order to better understand

desired image.

its place in the market, and what it needs to do to move

The restaurants audited as the Tutored Chef’s top competition include: ••

Kona Grill


Ocean Prime


Season’s 52

Phase III: Design Audit

forward with a successful branding effort.

This audit provides a visual complement to the research The preliminary research will be used to create a brand that

already completed. It is a photographic record of how the

will leverage the Tutored Chef’s unique attributes and engender

Tutored Chef stacks up against its competition category for

the kind of customer loyalty that will ensure future growth.

category. The outcome and overall assessment will make evident which organizations are most successful at achieving a

Phase 1: Corporate Fact Finding and Brand Attributes

solid brand identity, and what practical measures the Tutored

Who exactly is the Tutored Chef, and who does it want to

Chef can take to reach the same goal.

be? These are among the questions that had to be answered through research into the organization’s history, values, vision,

Phase IV: Corporate Identity System Development

image, products and services, consumer perceptions, strengths

It is in the final phase that all the preliminary work will come

and weaknesses. Conducting the same in-depth investigation

together to support the development of a central unifying

into the competition provided a broader, deeper overall picture

concept around which to define and build a lasting, effective

of the playing field.

brand identity for the Tutored Chef.

Competitors researched but not included in this audit are: ••



Cafe DuFrain


Bin 27 Bistro

After the research phase was complete, a list of brand attributes was compiled to distill the organization’s desired image into a few succinct words, such as: Contemporary Gourmet


Hidden Classy Inviting Authentic Dynamic Treasure

Overview Overview : 5

PART 2 : Comparison The student-run restaurant is a unique niche that’s catching

Unfortunately, there are no signs to indicate where the

on across the country. Florida Trend reviewer Chris Sherman

restaurant is located, or that it even exists, until you’re standing

includes The Tutored Chef in a short list of recommended

right across from the doorway looking at a bulletin board with

classroom restaurants that includes Machon, Le Cordon Bleu’s

the menu pinned to it. Cheap, delicious food notwithstanding,

in-house eatery, and Tropibleu, their Miami branch. But how

it’s pointless to cook for a crowd that can’t find their way to

does the Tutored Chef stack up against its more experienced,

the dinner table.

big-budget competitors?

Restaurants are rated from 1-5 plates on: ••

Exterior: style, materials, landscaping.


Interior: layout, materials, color.


Outdoor dining: comfort, style.


Reception: service, convenience.


Bar: style, service, entertainment.


Staff: service, appearance.

Another area that suffers by comparison is the service which, Offering affordable prices is one thing The Tutored Chef

while friendly and welcoming, can range from sluggish and

does better than any of its competitors. As one diner noted,

inattentive to intrusive hovering. It can take over an hour to

“Where else can you get a leg of lamb for $7?” Some diners

complete a meal and pay the bill, which makes the Tutored

may incorrectly assume (as many of us do) that the low price

Chef less inviting to lunch patrons.

means low quality, but if the ‘student-run’ aspect is marketed assertively it will likely allay any misgivings about the menu.

The schedule, menu and staff change from quarter to quarter, all of which pose unique challenges and opportunites for

The food, along with prices and parking, is among the

market positioning. If the Tutored Chef can achieve and

establishment’s greatest strengths. Their Facebook page touts

maintain a strong, central message and communicate it

“fresh, contemporary cuisine…designed to showcase a subtle

successfully through a thoughtful commitment to branding, it

harmony of flavors and avant-garde culinary creativity,” and

can potentially leverage some of these perceived shortcomings

the students usually deliver on that promise. One alumni judge

to gain some ground against the competition.

Tabletops: decorative elements, glassware, silverware, dishes. ••

of the 2008 “Top Chef” competition described “braised veal shanks with a brandy-red wine reduction, served with lemongoat cheese orzo with white truffle oil and sautéed summer

Menus: branding, readability, quality, style. ••

squash” and desserts such as “a ‘Floribbean’ croquembouche (a mini tower of cream puffs) filled with pineapple pastry cream and served with a white chocolate-rum anglaise and

Food: quality, quantity, value, creative presentation. ••

strawberry coulis,” and claimed the talent and creativity that went into the dishes, “could rival that of many seasoned chefs.”

Other Applications: print collateral, inhouse advertising. ••


Digital Branding: web, social media.

Comparison Comparison : 7

•• Exterior is sand-colored stone and consistent with the

•• Exterior is stucco and stone in a modern, geometric

•• Exterior is of the same stone as Ocean Prime, while

•• The exterior of the Tutored Chef is shared with three

style of other Kona Grill franchises. The look is more

style. The architect is not listed, but was likely Knauer,

the design is less geometric, with a curved entrance

educational institutions. It is a large, blocky, concrete

“bar and grill” than “fine dining.”

Inc., who designs most Cameron Mitchell restaurants.

much like Kona’s.

structure with a wide entrance and no readily apparent

•• Parking occupies a large lot in the Market West

•• Parking is in a large lot shared with Crate & Barrel

business park, and allows the option to park overflow

next door. The lot was full on a Thursday evening

in other parts of the park.

during dinner with no perceivable outlet for overflow.

•• No valet parking (at lunch for certain, but according to reviews, it’s not offered at any time.) •• Two water features; a knee-high fountain in front and

•• Valet service is $5 and is in front of the entrance. •• There is a water feature just outside the entrance, and

•• Landscaping is not a focal point, but is well-maintained.

relationship to the restaurant. It cannot be seen from

•• Parking takes up part of the large lot at Westshore

either Himes or Martin Luther King Blvd.

Plaza, and is blocked off for patrons by ‘reserved’ signs and chains. •• Valet service was not available or necessary for lunch,

the patio dining area overlooks a large retaining pond.

but is complimentary (and required) in the evening.

a large fountain and pool on the highway side of the

•• There is no standalone sign at the entrance to the lot.

•• There is only one water installation, just outside the

building. The latter can be seen from the bar and the

The large sign on the building can be seen from the

main entrance. It is more decoratively styled with a

outdoor dining area.

entrance, but is blocked from the road by landscaping,

copper plate and live plants.

•• Landscaping is minimal and unimaginative. •• There is no standalone sign at the entrance, although the large sign on the side of the building can be seen from Boy Scout Road.

Exterior Exterior : 8

which is extensive and well-maintained. •• The tagline “Fish • Steaks • Cocktails” sits in metallic cutout letters over the main entrance.

•• Free parking is available either in the open lot or the adjacent four-story parking structure. There are a few visitor-only spots, but these are usually occupied during the day. There are no signs to direct parking. •• Landscaping is basic in style but well-maintained. •• There is a water feature in the main atrium that can be seen from the restaurant.

•• There is a large standalone sign at the entrance from

•• There are no outdoor signs of any kind to indicate the

Kennedy Boulevard. It’s set so low that a vehicle can

location or presence of the restaurant, nor are there

easily block some or all of it, and it’s beginning to peel.

any signs indoors to direct patrons to the entrance, tucked away in a second-floor hallway.

•• Even during bright daylight, the interior of Kona Grill is

•• The interior of Ocean Prime is uber-modern yet

dark, even though there are large windows around the bar and sushi areas. The brightest area is just inside the main entrance at reception. •• Decor is modern but understated with an aquatic, panasian theme (see also: Ambiance). Floors are carpeted. •• Ladder-back chairs, upholstered booths and large, round wooden tables occupy the dining areas. •• There is one large main dining area sectioned off by booths, and a smaller, adjacent room. Private dining, if it is available, is not advertised. •• The sushi bar is purported to have a beautiful and inventive lighting system in the evening, but lunch patrons are treated to no such display.

•• The interior of Seasons 52 has a distinct Tuscan feel,

•• The interior of the Tutored Chef feels unfinished and

welcoming, with warm, burnished wood and soft

with an unlit open fireplace just inside, and a warm

less than welcoming. This could be attributed to the

lighting throughout.

palette of wood and stone throughout.

harsh fluorescent lighting.

•• The walls range from wood to white to glass, depending on the room. •• Floors are hardwood or off-white tile. •• There are several dining areas not including the lounge and patio. The smaller, sectioned-off areas provide

•• The walls are a buttery color with walnut-colored wood trim set off by teal carpet. •• There is one large main dining area with a glass partition through which the open kitchen is visible. •• The furniture here is more contemporary. The

a feeling of coziness and privacy, as opposed to the

ladderback chairs are two-tone wood and the round

cavernous darkness of Kona Grill.

tables are highly polished and immaculate. There are a

•• Ladder-back chairs, upholstered booths and clothcovered tables make up the indoor furniture. •• Private dining is available by reservation.

•• There are three white walls, two of which have large glass panels, and one red wall set with windows. The carpet is a greyish-brown and black stripe. •• There is one dining area which features dark, crossback chairs, cloth-covered square tables, and large windows through which the kitchen is visible. •• There are no private dining rooms available.

few booths available around the perimeter. •• There are private rooms as well as a small, semiprivate nook with a single large table next to the waiting area.

•• Overall, the feeling of the main dining area was cold, unwelcoming and a bit cheap.

Interior Interior : 9

•• The outdoor dining area is spacious, wrapping around from the front all along the north side of the building. •• The area is only partially covered by the roof, and no umbrellas were visible. •• The chairs and tables are all metal, making the area unsuitable for daytime dining. •• There are no table displays, chair cushions, signage, lighting or any other decorative appointments aside from the view of the fountains.

•• The main outdoor dining area is large and stretches

•• The outdoor dining area at Seasons 52 is smaller, and

the length of Ocean Prime’s south side. There is also a

the tables are set closer together. The area is cordoned

semi-private nook with couches and a fireplace.

off by decorative brickwork topped with copper-

•• White canvas awnings keep the entire area in shade without blocking too much light. •• Chairs are woven and tables are cloth-covered, so the patio would probably be bearable during lunch hours. •• While there are no tabletop displays, there are lamps and live plants throughout, and the patio overlooks a retaining pond with a fountain.

trimmed lanterns. •• Rust-colored umbrellas cover each table and coordinate with the warm, burnt-umber exterior. •• Chairs are wooden with woven seats, and the round, bistro-style tables are metal with marble tops. •• There are no tabletop displays or signage, but the area manages to squeeze in a few planters among the closeset tables.

Outdoor Dining Outdoor Dining : 10

•• The Tutored Chef does not offer outdoor seating.

•• The reception area is directly inside the entrance, and was never left unattended during the lunch hour. •• The desk is walnut-colored wood with black trim set a against a huge saltwater aquarium. •• Reception staff was friendly and welcoming. •• Delay in seating was approximately 5 minutes, despite the half-full dining room and no others waiting. •• There is no seating at reception. Patrons waiting on a table are forced to stand.

•• The reception area is beyond the entry area to the left. It was never left unattended during our visit. •• The desk is walnut wood with black trim and a large brushed chrome panel with circular detail set against a floor-to-ceiling display of wine bottles behind glass. •• Reception staff was very friendly and welcoming during both entry and exit. •• There was no delay in seating, despite the fact that it was the dinner hour and the restaurant was busy. •• There is a leather couch for waiting patrons.

•• The reception area is directly opposite the entrance and is continuously staffed by two hosts. •• The desk is walnut-colored wood and sits against a shelf display of wine bottles, glasses and knicknacks. •• Reception staff was responsive, although not especially warm and friendly. •• The delay in seating was less than 5 minutes. The dining area was nearly empty.

•• There are two reception areas for the Tutored Chef; one for security just inside the main entrance where visitors must sign in, and a second area inside the dining room to the right. •• Security is always staffed during dining hours; secondary reception is occasionally left unattended. •• Reception staff is responsive, although not especially friendly and welcoming.

•• There is a leather couch in the waiting area, as well

•• There was no delay in seating during the dinner hour.

as a line of chairs just outside the dining room for

•• There is no waiting area at the entrance to the dining

patrons waiting on a table.

room; if patrons have a long wait, they can be seated in the atrium or the main waiting area by security.

Reception Reception : 11

•• The bar area is directly inside and to the right of the main entrance. •• The bar seats about fifteen, and there are no tables. •• Bar decor is minimal; pendant lamps provide a warm

•• There are multiple bar areas at Ocean Prime; there is

•• The bar area at Seasons 52 is separated from the

a traditional bar in the large dining area, a second bar

dining room by booths and takes up about 1/4 of the

inside the Blu Lounge and one out on the patio.

large main room.

•• The dining-area bar seats about eight or ten; the

•• The bar is a large, traditional wrap-around style that

glow. The bar itself is polished taupe granite and beige

Blu Lounge is outfitted with pub tables and booths,

allows for seating on all sides. It could probably seat

stone tiles. Ladder-back bar chairs provide seating.

providing seating for probably fifty patrons.

forty patrons comfortably.

•• A large television, tuned to news during the lunch hour, hung above the bar.

•• Backlit top-shelf liquor bottles arranged by color provide a striking backdrop. The theme is carried into

overhead shelves and liquor is kept out of sight below

the circular ‘windows’ that support more wine and

the bar. The bar itself is a highly-polished cherry

liquor bottles. It’s obvious alcohol provides an integral

colored wood with matching pub chairs.

part of Ocean Prime’s image. •• The bar area was packed at 7:30 pm on a Thursday; if there was music, it could not be heard over the din. •• Despite the many lights, the Blu Lounge is so dark it’s hard to see the food on the table.

Bar Bar : 12

•• Decor is traditional pub style; glasses hang from the

•• There is no television at the bar; entertainment is provided by the live piano inside the bar.

•• Alcohol is not served at the Tutored Chef, so there is no bar area.

•• From the reviews, it seems the decor in Kona Grill is

•• Lights, wine and liquor feature very prominently in the

•• The ambience at Seasons 52 can best be described as

targeted exclusively to the dinner crowd. During lunch

decor at Ocean Prime, literally climbing the walls and

warm and classic. There is nothing overly trendy about

it was simply dark and unwelcoming.

filling open spaces.

the furniture, fixtures or decor.

•• If there is a theme, it’s hard to pinpoint. Kona claims to be pan-asian (Far East meets Hawaii), but the Italian-

•• The walls in the main areas are square wooden panels, and trim is brass and frosted glass.

style tiling at the bar, warm walnut wood, blown-glass

•• Music in the lounge was hard to hear over the din; in

light fixtures and glass columns of wine bottles don’t

the dining area it was unobtrusive and unremarkable.

reinforce the image in any meaningful way.

•• Upholstery on chairs and in booths is black leather

•• Music was unremarkable and therefore unintrusive.

or leatherette. This carries over to the private dining

•• The upholstery in the booths is contemporary looking

areas as well. Tables are covered in white cloth.

in a mixed-dot pattern and a faded brown, and the

•• There is no art, per se, hanging on the walls; large

unique light fixtures seem to bloom overhead, creating

circular openings alternate with blue strip lights and

interest and a spot of color.

pendant fixtures overhead.

•• The walls are painted light teal and beige and feature little artwork to speak of. Tables are not covered.

•• The open kitchen further serves to reinforce the warm atmosphere with huge wood-burning ovens. •• The ceiling is vaulted with exposed rafters and

•• If there is ambience in the Tutored Chef dining room, it is perfunctory and scattered. •• Wall art has a corporate feel, which is a confusing choice for a restaurant co-located with an Art Institute. •• Student-created confections provide an interesting focal point for diners. Imaginative cakes line the front

cylindrical pendant lights, as well as uplights from the

windows while a display of chocolate sculptures grace

wood trim around the edges of the dining area.

a corner of the dining area.

•• The booths are upholstered in a Frank Lloyd-Wright

•• The windows to the kitchen provide diners with a

stained-glass style with muted jewel tones that

glimpse into the experience of a student chef. This may

complement the teal carpet and butter-colored walls.

or may not be a positive attribute.

•• There is no art on the walls; here again, wine bottles are displayed prominently as art.

•• Red is a bold choice for wall color, but is rendered almost unnoticeable confined to one wall of windows. •• The carpet is an unflattering shade of dirty brown; wood or tile would be far more inviting.

Ambience Ambience : 13

•• Tabletops are bare except for a minimalist set of

•• Each table at Ocean Prime is set with a small, single-

brushed-chrome salt and pepper shakers and black

bulb lamp with a black shade and brushed chrome

cloth napkins rolled around silverware at each place.

base. Salt and pepper shakers are traditional glass, and

•• Menus and tableware are all simple in design and conform to the same black, red and white theme as the brand mark. •• Plates are white squares or rectangles, chopsticks

the wine list is a folded-letter size leather book. •• Silverware is wrapped in a black cloth napkin, identical to Kona Grill. There is no brand mark. •• Water is served in footed goblets, and comes with a

are disposable wood in paper packets and glasses are

white, wavy edged bowl of popcorn. The popcorn is a

standard graduated-cylinder shape.

unique touch, but the smell is not pleasant.

•• There are no coasters, and the paper napkins are plain white with no brandmark.

Tabletops Tabletops : 14

•• Plates and bowls are large, white and round.

•• Tables and booths all hold the same short, square glass and metal salt and pepper shakers. •• Booths also feature a square brass lamp affixed to the wall with room to tuck the salt and pepper shakers out of the way underneath. •• Place settings are cream-colored cloth napkins topped with a plain silverware set. •• Water glasses are the standard graduated cylinder, while wine glasses are etched with a ‘52.’ •• Coasters and paper napkins also feature the Seasons 52 brand mark.

•• Each white-cloth covered table holds the same square vase filled with white pebbles and a handful of greens. Salt and pepper shakers are the traditional style. •• Silverware in a traditional curved pattern is set directly on the cloth with a folded black napkin in the center. While it looks more inviting, some patrons may perceive it as unsanitary. •• All cold drinks are served in footed glass goblets. •• None of the tableware besides the menu features the Tutored Chef brand mark.

•• The lunch menu is one large (maybe 12˝ x 18˝) sheet

•• The dinner menu is a giant leather-bound tri-fold,

•• The Seasons 52 menu is approximately 11˝ x 17˝,

•• The Tutored Chef menu is tabloid sized, set uncovered

of thick, coated paper folded to form a half cover on

approximately 27˝ x 14˝. The dessert menu is much

single-sided and set into a black holder with a clear

into a black leather-look holder.

the front. The fold and edges are cracked and peeling.

smaller; a single, 8½˝ x 11˝ sheet tucked into a leather

plastic cover. There is a small strip on the side that

•• The paper is white, thin and clean.


changes weekly to feature new dishes.

•• The brand mark is prominently displayed at the top

•• The text is set in a thin, rounded sans-serif that looks like Century Gothic. The cursive “handwritten” display font appears custom. The body text is so thin and light

•• Both are on thick cream paper bordered by a double stripe of black.

•• Despite the plastic cover, my menu was stained and wrinkled about two inches from the bottom.

•• The Ocean Prime brand mark features prominently on

•• The Seasons 52 brand mark is emblazoned across the

•• Prices are tacked on to the end of the description.

the menu, on which the text is all caps since it’s set in

top of the menu is yellow, punctuated by a close-up

•• The brand mark is not featured on the cover of the

Copperplate Gothic.

photo of a food item on a yellow field.

it would be difficult to read in low lighting.

menu, but is on the back at the bottom.

•• Prices are aligned flush right, making it easy to ‘shop’ the menu choices by cost.

•• The text is a condensed sans-serif, set in bold for the category and names of the dishes. •• Prices are tacked on to the end of the description.

left, with an odd set of squares to the right. •• The alignment and type choices are idiosyncratic; a bold sans-serif for the category, an all-caps serif for the dish name, and serif for the description. •• Every other category is set black on a red box, and is very difficult to read. •• Prices are set flush right and easy to find. •• The squares at the bottom look like color bars, an idea reinforced by the crop marks in the corners.

Menus Menus : 15

•• Waitstaff was rushed and perfunctory in greeting, but

•• Every staff member encountered at Ocean Prime was

•• The service at Seasons 52 was perfect, from the

the attentiveness was spot on. Glasses were refilled

friendly and helpful. They were well-informed and quick

friendly and welcoming greeting to the presentation of

without asking, plates were cleared appropriately and

to offer recommendations.

the checks once the dishes were cleared. Our server

courses served on time. •• Uniform for servers is black shirt, pants, shoes and apron. They do not wear name tags. •• The chef’s uniform is a black, double-breasted jacket

•• Attentiveness was exactly right; glasses refilled, dishes served on time, and the check presented after plates were cleared. •• The uniform for female servers is a black satin

•• The staff is generally friendly, polite, and informative, offering recommendations when asked. •• Attentiveness ranges from intrusive hovering to

clearly explained the restaurant’s central theme;

near neglect. The plates were collected and checks

healthy, fresh dishes with low calorie content.

presented before everyone was finished eating.

•• The server uniform was a plain black shirt with gold

•• Uniforms for servers consists of a white oxford, black

name tag, black pants and shoes and a black apron.

pants and shoes, a red, black and gold necktie and a

•• Chefs wear the traditional white double-breasted

with red buttons, black pants and shoes, and a black

zippered vest over a black tank and black pants. Male

long black apron.

and red ‘Kona Grill’ ball cap.

servers wear white jackets and shirts, black pants and a

jacket, but with the Seasons 52 brand mark on the

black and silver necktie.

front and their signature ‘stick man’ embroidered on

the dining room. When a clean, neat chef presents a

the back and on their black cap.

dish, it’s impressive. When a tired, stained chef stands

•• The chefs, both student and teacher, occasionally enter

around chatting with the servers, it’s off-putting. •• The service is painfully slow at both lunch and dinner. Appetizers take between 15 and 30 minutes, while the entree can take over an hour to appear.

Staff Staff : 16

•• The food at Kona Grill was excellent, but the portion sizes were a bit small for the price. •• The oriental salad looked like a lump of coleslaw, but was surprisingly fresh, light and complex. The sushi roll combination was standard in taste and size. •• Presentation was not creative or interesting in the least. The wasabi was squeezed between the sushi rolls, adding an unwelcome amount of heat. The pickled ginger was trailing half off the plate when it was served. •• The ‘pick a pair’ option was a nice touch. For lunch, you can pick any two from a small list of options for a total of $10.

•• If the desserts are any indication of the quality of the rest of the menu, Ocean Prime’s food is easily the best of those sampled here. •• Portion sizes were generous; the creme brulee was served in a deep bowl with a pile of fresh berries and

•• Seasons 52’s food was moderately priced and not too stingy in portion size. •• The parmesan flatbread was good, if a little over cooked. It was served in a standing cone ‘held’ by their signature stick man.

•• Because the food at the Tutored Chef is prepared by student chefs as part of their A La Carte class, the quality varies from meal to meal, day to day and quarter to quarter. •• The Philly cheesesteak eggrolls, the restaurant’s most

whipped cream. The peanut butter dessert was light

•• Desserts, called ‘mini indulgences’ are served in shot

and flavorful, and about the size of a large cupcake.

glasses and are $2.50 each. There were 9 varieties

corn relish and smears of sauce are not as good.

to choose from and all were prepared with great

•• The food is attractively presented most of the time.

•• Presentation was exceptional. The peanut butter dessert was served with pool of dark chocolate,

attention to detail.

talked-about dish, is a delicious appetizer, although the

Sandwiches and salads are served in a straighforward

topped with a column of whipped cream and a rolled

manner, but appetizers, entrees and desserts are

chocolate stick.

usually styled with more creativity.

•• The average price for dessert was about $9.

•• Portion sizes are satisfying and prices are very low. •• The desserts are generally high quality, generous in portion and pleasingly presented.

Food Food : 17

•• Printed materials like takeaway or catering menus

•• Aside from the menus, there were few printed

•• The print collateral from Seasons 52 is the most

•• Beyond the menu, which is emailed as an attachment

all have a cohesive feel. They feature the same type

materials, but all of those featured the Ocean Prime

consistent with the overall concept and decor in terms

to anyone on the restaurant’s mailing list, there are

formatting and color scheme as the lunch menu.

brand mark.

of tone, color and formatting.

no printed materials or interior signage featuring the

•• There were two standalone posters outside the

•• The color scheme of the print pieces was a little

entrance advertising happy hour, and these also

confusing; their warm burgundy and brown tones

featured consistent formatting and color, although

conflict with the restaurant’s decor and exterior

the imagery, again, does not especially reinforce the

signage which are primarily cool, neon colors.

international ‘east meets west’ concept. •• Environmental signage also conformed to type standards; three-dimensial letters applied to the wall were in the same sans-serif font as the menu.

COLLATERAL Collateral : 18

•• The typeface used in the menus was not apparent on

•• All materials were primarily burgundy and brown with gold type consistent with the brand mark. •• Other materials include a catering/party guide, hand wipes, business cards and cocktail napkins. •• The use of a second cursive typeface on interior

any of the print materials, which were all set in a sans-

signage is a little confusing and discordant, but its use is

serif face that more closely resembles the brand mark.

extremely limited.

Tutored Chef’s brand mark. This would explain the confusion among students when the restaurant is mentioned by name. •• It’s also unfortunate that because it has no reinforcing touchpoints, the Tutored Chef is alternately referred to as ‘the student restaurant’ or ‘the dining lab.’

•• Kona Grill’s web presence is expansive and very centralized, as one would expect from a large franchise. There is one main web site that contains information for each location. •• Once a location is selected, reservations can be made online at any time. It’s frustrating, however, if you want to find out anything other than contact information about a particular restaurant. •• Their loyalty program, ‘Konavore,’ is the most responsive and provides the greatest value. At signup,

•• Ocean Prime’s digital presence is considerable and consistent in tone and format. •• The Tampa website reflects the corporate image, and is almost identical to the main Ocean Prime site. •• ‘Table Talk’ is a blog by Cameron Mitchell, Chef Brian Hinshaw, and beverage director Ryan Valentine. •• The Facebook page, although ‘Liked’ by over 1,300 fans, features mostly one-way traffic from Ocean Prime’s twice- or three-times-weekly updates. •• Their Twitter feed is active, although a little less

patrons receive a coupon for a free appetizer. Other

popular with 872 followers and 311 Tweets, almost all

restaurants promised this, but did not deliver.

of which are replies to mentions.

•• Seasons 52’s website is simple, clean but a bit less robust than its big-budget counterparts. •• Facebook and Twitter feeds are very active (32,256 and

•• The Tutored Chef’s digital branding efforts are halfhearted and nearly non-existent. •• The menu email blasts are spotty and unreliable, and

2,868 followers, respectively), probably owing to the

the mailing list hard to get on for off-site diners.

fact that updates are posted as often as twice a day,

•• There is no web site, although the domain ‘www.

and comments get fairly immediate responses. •• They have a YouTube channel and a monthly e-newsletter, ‘Fresh Intelligence.’’ remains available for purchase. •• The Tutored Chef has a Facebook page that is updated throughout the week.

•• Bravely funnel their Yelp reviews directly to their Facebook page without editing or cherry picking.

•• Kona’s website links to their Facebook, Twitter, Flickr, YouTube and LinkedIn pages.


Digital Branding : 19

Kona Grill’s image lacks a central voice. Its simple red

Ocean Prime’s brandmark—a simple black word mark

Seasons 52’s brand mark is a stylized cursive logotype,

The Tutored Chef lacks a distinctive identity, and seems

word mark, exterior and printed materials all reflect

in a retro sans-serif face over a stylized line—and its

with the option for the ‘52’ to stand alone. The words

torn between their decorative script word mark topped

a distinctively Asian feel, but the interior and decor

abbreviated derivative are as modern and sophisticated

‘Fresh Grill’ underneath are separated by a vertical line

by a tasseled chef’s toque, and the ICS mark emblazoned

detract from the concept. The service, ambience and

as the building itself. The brand mark is not prominently

and serve to complete the signature.

on the student uniforms, restaurant window and outside

overall experience are uninviting and dissatisfying, and no

featured—the derivative OP mark is seen only on one

amount of cool decor and social media marketing can

wall—but its voice is everywhere.

make up for that kind of apathy toward the consumer.

of the building. Their secondary mark is a character, the ‘stick man,’ who appears in tableware, on chef attire and elsewhere.

The building, decor, service, food and ambience are

As a substitute, it seems to be pulling from a mixed bag of ideas of how upscale dining should look and feel.

It’s also obvious Kona is less interested in reinforcing

sophisticated, contemporary and subtly luxurious. The

Seasons 52 is by far the most brand-conscious of the

It’s missing the touchpoints that could reinforce the

their image to the lunch crowd than the dinner patrons,

attention to detail is remarkable, leaving little to be

four restaurants. They do the best job of presenting

restaurant’s identity, and all the small details that create a

creating another missed opportunity to drive home their

desired in the fulfilling of Ocean Prime’s promise of a

and reinforcing a cohesive brand identity. Their image

strong, authentic brand experience and customer loyalty.

brand identity. The restaurant simply does not deliver on

unique, upscale dining experience.

says “contemporary casual,” and the applications follow

the promise made by the brand.

Overall Overall : 20

through, from the staff uniforms to the paper napkins and

The most pressing issues after the Tutored Chef’s

glassware. The decor, food and service all underscore the

identity crisis are the lack of signage, slow service, and

contemporary casual vibe with a warm, inviting feel.

inconsistent quality of the food.

PART 3 : Appendix The following pages include: Hand-rendered refinements of original brand mark sketches ••




Appendix : 21

Appendix Appendix : 22

REFERENCES Brennan, S., & Corridori, W. (2011). The Tutored Chef Rebranding Initiative. Tampa: The Art Institute of Tampa. Kona Grill, Inc. (2005). Prospectus: 2,500,000 Shares Kona Grill Common Stock. Scottsdale. Kona Grill, Inc. (2011). Notice of 2011 Annual Meeting and Proxy Statement; 2010 Annual Report. Scottsdale. Machol, K. (2008, December 19). Highlights from the Art Institute of Tampa’s “Top Chef” competition. Retrieved July 18, 2011, from Creative Loafing’s Daily Loaf: Reiley, L. (2009, February 11). Ocean Prime an elegant new entry on Tampa’s steak house roster. Retrieved July 19, 2011, from St. Petersburg Times: Ries, B. (2009, May 6). West Tampa’s Ocean Prime restaurant is fine dining . Retrieved July 19, 2011, from Creative Loafing: http:// Ries, B. (2010, July 29). Scenic eats: At Tampa Bay’s best-looking restaurants, the food is only part of the picture. Retrieved July 18, 2011, from Creative Loafing:

References References : 23

Cappello Marketing & Design Audit  

Preliminary research document completed prior to brand identity development. Client: The Tutored Chef (spec - academic work) Agency: The Art...

Cappello Marketing & Design Audit  

Preliminary research document completed prior to brand identity development. Client: The Tutored Chef (spec - academic work) Agency: The Art...