Page 1


This book was created by Matthew Jacobs, a senior in graphic design, during the fall semester of 2012. Embodied herein is the work from Michael Kidwell’s design systems course at The Kansas City Art Institute.


RAGHORN Come together and cherish the tradition of fine meat.

Matthew jacobs, founder of raghorn


Purchase Preparation Consumption


ONE

TWO

PURCHASE

PREPARATION

16 MISSION STATEMENT

34 NAMING INSIGHT

18 ESSENCE

36 BRAND MARK

20 VALUE

37 LOGOTYPE/TAG LINE

22 VALUE

38 SIGNATURE STAGING

24 VALUE

39 USAGE OF ELEMENTS

26 VALUE

40 TYPEFACE

28 AUDIENCE

41 COLOR

30 COMPETITIVE AUDIT


THREE CONSUMPTION

44 BUSINESS CARD

57 CAR

46 STATIONERY

58 LEATHER

48 POINT OF PURCHASE

59 NAPKIN

50 MAGAZINE AD

60 WEB

51 FOLLOW-UP NATE

62 i PAD

52 SYSTEM

63 iphone

54 LARGE-SCALE GRAPHIC

64 conclusion

56 CLOTHING


ONE PURCHASE


To attract patrons by visually embodying the personal and meaningful experience of meat service while generating a system that sparks the desire for an individual experience. Mission statement

16


your handcrafted meat shop essence

18


VALUES

LOC AL Using only fresh and near by ingredients and meats. Patrons will understand the relationship that RAGHORN has built with surrounding businesses and farms, allowing each establishment to use the other as a platform.


VALUES

CRED I B L E RAGHORN exudes an established sense through its relationship with the city it resides.


VALUES

P ER S ONAL When shopping at this RAGHORN you will not only come for meat but for the relationship that has been built. Each patron is treated as a friend and genuinely served.


VALUES

SOP HIST I C ATED RAGHORN is not your normal messy blood meat shop. It attracts and allows for a new audience to experience meat.


Raghorm reaches a younger, creatively sophisticates audience. Those who are interested in local food served with quality. It attracts through a strong relational-based community that takes pride in their meat. They enjoy the preparation as much as the consumption. The heart of Raghorn’s audience is to join with community over the celebration and common love for fine meats. Audience

28


Farmers Market Local Pig McGonigle’s Jack Stack Bichelmeyer Gates Oklahoma Joe’s Omaha Stakes COMPETITIVE AUDIT

30


TWO

PREPARATION


NAMING

Any male elk (bull) with antlers between one and six points, non-inclusive, on either side. raghorn

34


35


BRAND MARK

36


LOGOTYPE & TAG LINE

YO U R H A N D C R A F T E D M E AT S H O P

37


SIGNATURE STAGING AREA

KANSAS CITY

YOUR HANDCRAFTED MEAT SHOP

38


USAGE OF ELEMENTS

CORRECT

YOUR HANDCRAFTED MEAT SHOP

INCORRECT

YOUR HANDCRAFTED MEAT SHOP

KANSAS CITY

39


TYPEFACES

GOTHAM BOOK REGULAR

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXZY

DIDOT BOLD 96

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXZY

ADOBE GARAMOND PRO REGULAR

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXZY

EDWARDIAN SCRIPT ITC

0123456789

40


COLOR

DESIGNER BLACK

WHITE

PANTONE 000000

PANTONE FFFFFF

41


THREE CONSUMPTION


BUSINESS CARD

44


BUSINESS CARD

KANSAS CITY

YO U R H A N D C R A F T E D M E AT S H O P

A

2135 Westport Road Kansas City Missouri 64111 P

816.215.4692 W

raghorn.com YOUR HANDCRAFTED MEAT SHOP

45

E

info@raghorn


STATIONERY

46


STATIONERY

47


POINT OF PURCHASE

48


POINT OF PURCHASE

49


MAGAZINE

50


FOLLOW-UP NOTE

51


CLOTHING

56


CAR

57


LEATHER

58


NAPKIN

59


WEB

60


WEB

61


iPad

62


iphone

63


66


67


68


69


70


71


Raghorn Brand Book  
Read more
Read more
Similar to
Popular now
Just for you