Becoming the Brand: A Branding Study Bringing you Culture & Collectibles
BACKGROUND Manga Latte 4
After over a decade of collecting Manga, there had to be something more. With the passion slowly dwindling, an idea was formed to rejuvenate the feeling and memories felt growing up while reading and collecting manga. So, an idea was born where it would put me on the other side of my childhood self who was always seen as a purchaser - an idea where I would become the seller. After all the years in the community of collecting and getting to know the ins and outs, I realized how much money I had spent throughout my life just on these items. I wanted to create a future where access to manga didn’t have to be hard and I wanted to create a way for others to grow their collection without breaking the bank.
Manga Latte
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“I would like to make it’s good to be alive.”
a film to tell children,
- Hayao Miyazaki
TABLE OF CONTENTS
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BRAND STRATEGY
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1-1 Research 1-2 Target Audience 1-3 Persona A 1-4 Persona B 1-5 Positioning Statement 1-6 Brand Goal 1-7 Tagline 1-8 Story Messaging/Feeling 1-9 Brand Personality/ Voice 1-10 User Experience 1-11 Scope
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IDENTITY DESIGN 2-1 Style Board 2-2 Logo Sketches 2-3 Logo Variations 2-4 Final logo 2-5 Color 2-6 Typography 2-7 Stationery Design
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GUIDELINES
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ILLUSTRATIONS 5-1 Character Set 1 & 2
3-1 Tints 3-2 Logo Alterations 3-3 Do & Do Not
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ABOUT DESIGNER 6-1 Designer Bio 6-2 Portfolio 6-3 Designer Statement
APPLICATIONS 4-1 Subscription Box 4-2 T-Shirt Design 4-3 Coffee Packaging 4-4 Tote Bag/Bedding 4-5 Poster Design 4-6 Tumbler/Phone Case
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SUMMARY 7-1 Contact
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Target Audience Persona B Positioning Statement Mission Statement Tagline Story Messaging Brand Personality Brand Voice Feeling User Experience Scope
Manga Latte
BRAND STRATEGY
Persona A
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TARGET AUDIENCE The target audience is 18-30 year olds because at this age, more people are becoming financially stable or independent and tend to get into serious collecting or hobby enthusiast. 20% of our target audience is comprised of people who are interested in the hobby but might not have had an experience or interaction with the hobby yet. 35% of our target audience is aimed at those who are have some experience in the hobby of anime, manga and more. We aim at these customers to influence them to explore the hobby more and see what else there is to be offered. 45% of our target audience consists of those who are dedicated buyers that have quite a bit of experience with the hobby and are looking to expand their sights on product services and offerings.
AUDIENCE FACT Otaku (Japanese: おたく or オタク) is a Japanese term for people with consuming interests, particularly in anime and manga. Its contemporary use originated with Akio Nakamori’s 1983 essay in Manga Burikko. Otaku may be used as a pejorative; its negativity stemming from a stereotypical view of otaku as social outcasts and the media’s reporting on Tsutomu Miyazaki, “The Otaku Murderer”, in 1989. According to studies published in 2013, the term has become less negative, and an increasing number of people now identify themselves as otaku, both in Japan and elsewhere. Out of 137,734 teens surveyed in 2013, 42.2% self-identified as a type of otaku.
PERSONA A ABOUT
PERSONALITY
Rachel is an illustrator based in Mount Lebanon, PA. Whenever she is working she always has a pot of coffee going to help fuel her creaavity. Recently, her office is starrng to feel cramped and the coffee has become burnt tassng. This has led to a decrease of moovaaon for Rachel. She would like to find a space where she can connnue to work and enjoy a nice cup o joe.
Extrovert
Introvert
Sensing
Intuaave
Thinking Judging
LIKES
Name: Rachel
Coffee
Small spaces
Art
Lack of moovaaon
Sweets
Arrst Block
Toy colleccng
Bad Coffee
Age : 28 Occupaaon: Illustrator
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Locaaon: Mount Lebanon, PA
Percieving
TRAITS Dedicated to work Quirky Spontanious Arrssc
GOALS Get out of the office Expand Toy Colleccon
“Hey guys, let’s go get some coffee.”
DISLIKES
Feeling
Find a good cup of coffee.
FAVORITE BRANDS
Starbucks
Find a space to work
Bandai
Enjoy herself
Apple
PERSONA B ABOUT
PERSONALITY
Alex is a student with a part--me job living in Piisburgh, PA. When he isn’t working or studying he kills me by reading and listening to music. Though, he enjoys these accviies in his free me, his bedroom is geeng ring. So, Alex wants to find a new space he can enjoy his hobbies in.
Extrovert
Introvert
Sensing
Intuaave
Thinking Judging
LIKES
Name: Alex Age : 21 Occupaaon: Student Locaaon: Piisburgh, PA
Music
Staying at home
Reading
School
Comics
Work
Being with friends
Stressful environments
Shopping
Percieving
TRAITS Studious Techsavy Money Conscious Laid Back
GOALS Find a new space to enjoy hobbies
Save money
FAVORITE BRANDS
Dunkin
Affordable food
Shonen Jump
Relax
Apple
Manga Latte
Collect more merchandise
“I need to find something to do with my me on the weekends.”
DISLIKES
Feeling
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POSITIONING STATEMENT Manga Latte is was created to supply people with a safe space to experience their interest and encourages the ability to share with others. Whether it be online or in person, Manga Latte is here to build an experience without fear for you to continue to do the things you love. We aim to provide a service and experience unique to all customers.
BRAND GOAL Manga Latte exists to create an environment for those who are interested in manga/anime and pop culture. They should care because Manga Latte provides the customer a safe area where they can enjoy their hobbies and share with others with no worries of judgment. Here at Manga Latte, we strive to be different from other brands, because we provide two types of user experience: an in-store experience as well as an online experience that is catered to the customer and their interests. We solve the problem of access to affordable merchandise, while supplying an environment in which the user can enjoy their interest, as well as providing an exclusive user experience only capable at Manga Latte. We feature experiences that tailor specifically to the user and their needs. Manga Latte 17
TAGLINE Manga Latte - Bringing you Culture and Collectibles.
MESSAGING & FEELING At Manga Latte, we want to present ourself in a manner that is warm and inviting because our company is all about creating a safe place for those to enjoy their interest. We understand that this hobby might face prejudice or judgement from persons outside of the community because of lack of understanding or inexperience so we take our customers safety and happiness with full priotity and importance and made it our mission to go above and beyond to create an environment they can feel at home with.
PERSONALITY & VOICE PERSONALITY: Manga Latte is a friendly/personable brand with high energy-careful planning and modern style, with established branding that shows a sense of fun and inclusiveness to all. VOICE: Manga Latte is a (knowledgeable) brand that prides itself on being (friendly) and (conversational) with customers by being able toprovide (informative) information that is helpful to to create a (loyal) brand that customers can trust.
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USER EXPERIENCE Manga Latte is unique because it offers two types of user-experience. Each type of experience is directly tailored, specifically to the customer as an individual. The two types of experiences are in-store and online. In-Store Experience: The in-store experience is a type of user experience in which the user is physically there in person. Manga Latte creates opportunities for the user to be the main focus and decide options for themselves. We provide a cafe in which the user can customize their choices as well as a browsing while enjoying a custom beverage. Online Experience: The online experience of Manga Latte consists of an online store, as well as an exclusive subscription box that is only available as an online customer. These subscription boxes are designed specifically for the customers themselves by completing a survey that is designed to take their interest and dislikes into consideration. It features similar items that you might miss in the in-store experience and delivers them straight to your doorstep.
SCOPE Main Objective Points of the company: To provide better access to media for those who wish to buy in-store or online. To supply the customer with an enjoyable experience that creates customer loyalty. To offer the customer exclusive services they can sign up for online or take part in the in-store process. How those points will be completed: By providing users with an easy to use experience through our online services. By offering extra services the buyer has complete power or choice in using. Goals of the company: To provide users with better access to media. Offering different methods of shopping. Supplying the customer with exclusive services. Creating an environment for the customer. Expected Outcome: We expect customers to enjoy our company and the services we offer. Customers are in control of the environment they choose to shop in.
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Style Board Logo Sketches
IDENTITY DESIGN
Logo Variations Final logo Color Typography Stationery Design
STYLE BOARD
The following is a collage of images that are used as inspiration that will help determine imagery, color, typography, and other design decisions. It’s goal is to help keep all designs consistent by using a reference created from the style board.
LOGO SKETCHES
While our logo can be resized to be different types of collacteral, It’s important that you never scale them down below the recommended sizes
LOGO VARIATIONS
The digital logo variations are the process of working through to find a final logo. There were many stages that came with the logo variation and times where the logo was completely change. The purpose of the logo was to represent the coffee shop aspect of Manga Latte in a way that didn’t look like it was designed for such a young audience, but also kept it’s fun unique style.
02 Final Logo
The Final Logo Design for Manga Latte is consisted of the Monogram as well as the wordmark displaying the company name “Manga Latte�. The overall logo design is a boba latte cup representing the coffee shop experience while shopping at Manga Latte.
Monogram
Wordmark
Wordmark and Monogram
01 THE COLOR
Color palette With branding, color is one of the defining feature that speaks about the brand. Color is an expression and a representative of the branding identity. Not only does color attract the consumer, it also plays a goal in evoking emotions - Manga Latte aims to evoke the consumers to feel a sense of calmness and inclusiveness as well as a sense of excitement. These emotions help create driving decisions in branding. Using these colors in repetition during marketing, they serve to strengthen the brand that is - Manga Latte. Manga Latte’s Color Palette Manga Latte uses a medium value range of colors to create it’s color palette. Using lighter colors is more friendly and inviting to the consumers while the darker colors can catch the viewer’s eye. They are used together to create a sense of balance and harmony within the branding of Manga Latte.
Matcha
Pastry
CMYK 050 / 008 / 035 / 000
CMYK 001 / 002 / 011 / 000
RGB R130 G190 B175
RGB R250 G245 B227
HEX #82beaf
HEX #f8f4e3
Latte
Muffin
CMYK 016 / 013 / 025 / 001
CMYK 036 / 000 / 006 / 090
RGB R212 G206 B187
RGB R248 G155 B111
HEX #d4cfbb
HEX #f89b6f
Iced
Mocha
CMYK 000 / 000 / 000 / 016
CMYK 071 / 065 / 065 / 072
RGB R214 G214 B214
RGB R035 G035 B034
HEX #d6d7d6
HEX #232322
TYPOGRAPHY
Typography for a branding system are an important role that helps users read a brand. These guidelines help keep the brand consistent by stating which fonts and typfaces are allowed to be used with marketing so that there is no confusion. Manga Latte uses are total of 2 fonts one for the logo design in the wordmark section and another for editorial features. About Maximize Bold (PRIMARY FONT) Maximize Bold is the primary typeface and font style for Manga Latte. It is used in the main wordmark relying on Uppercase M & L and lowercase letters for A,N,G,T & E. The wordmark customizes the font by connecting two “T”’s from their original spacing.
Maximize Bold
Aa Bb Cc Dd Ee Ff Gg 123456789 @#!$%&? The quick brown fox jumps over the lazy dog. THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG.
Download from Link: https://www.dafont.com/maximize-2.font
TYPOGRAPHY CONTINUED
About Avenir (SECONDARY FONT) The secondary font for Manga Latte is Avenir. This font is not used in the logo design or wordmark, however, Avenir is the main font for editorial type works.
Download from Link : https://www.myfonts.com/fonts/linotype/avenir/
Avenir
Aa Bb Cc Dd Ee Ff Gg 123456789 @#!$%&? Light ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789
Regular ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789
Bold ABCDFEGHIJKLM NOPQRSTVWXZ 0123456789
Italic ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789
Bold Italic ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789
Light Italic ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789
BUSINESS CARD
The business card for Manga Latte is designed to be collectible and practical. On one side it features important information and the other it features illustrations. The business card for the practical sense, also doubles as a coupon when used at checkout.
LETTERHEAD/ENEVELOPE Letterhead: The letterhead for Manga Latte is a typical letterhead used for official letters. It’s marked with the logo in the top left of the page. Envelope: The envelope for Manga Latte is a typical size for US Business envelopes. It displays the Manga Latte Logo in the upper center along the fold and an illustration on the back.
Tints Logo Alterations
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GUIDELINES
Manga Latte
Do & Do Not
COLOR TINTS
When marketing or designing for Manga Latte - to make color variations, these tints are the proper shades of colors to be used. No other colors shall be allowed.
80%
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80%
60%
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40%
40%
40%
20%
20%
20%
80%
80%
80%
60%
60%
60%
40%
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40%
20%
20%
20%
LOGO ALTERATIONS
When designing for Manga Latte, there are alternative logos that are available to be used. These are the only logos that are able to be used when designing and no alterations to them can be made. These alterations help keep the brand’s image and message consistent
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throughout marketing tactics.
DO & DO NOT
Using this logo, you are not permitted to squash, tilt, stretch, crop, color or limit the logo in any form. Acceptable logo variations and edits from the primary logo can be found on the previous page. These are the only acceptable variations allowed to the logo.
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APPLICATIONS
Appliation Marketing The applications section of the Manga Latte Branding Guide is consisted of marketing material used in the brand. This section will show how the materials are used and what materials are used while marketing for Manga Latte.
SUBSCRIPTION BOX
The subscription box is a key role in the online experience of Manga Latte. Like the in-store experience, the subsciption box gives you premium access to products sent directly to your doorstep each month. The subscription box includes: 1. (1) T-Shirt 2. (1) Newly Released Manga 3. (3) Snack Items 4. (1) Art Print 5. (2) Pin 6. (2) Stickers Total Number of Items: 10 Items Total Monthly Cost: $ 30
T-SHIRT
The t-shirt design for Manga Latte is a crewneck t-shirt with lineart illustrations of a manga character. It is accompanied by the Manga Latte logo. There are other variations and colors of the t-shirt available each month in the subscription box.
COFFEE CUP
TOTE BAG & BEDDING
POSTER DESIGNS
TUMBLER & PHONE CASE
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ILLUSTRATIONS
Character Set 1 & 2
CHARACTER SET 1 & 2
Character Set 1 The first set of characters are were illustrated to serve as the main character type protagonists used for the brand’s main promotion illustration work. Character Set 2 The second set of characters were created and are used as support system or background relief characters that can be used as lower level promotions as well as being able to be mix illustrated with main character illustrations.
Designer Bio
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ABOUT DESIGNER
Manga Latte
Portfolio Designer Statement
DESIGNER BIO
William Tallman is a Visual Communication Designer from Wheeling, WV. He attended West Liberty University to seek a Bachelors of Science in Visual Communication Design. Tallman creates designs along the range of Logos, Packaging, Motion Graphics, Editorial and UIUX. He shows his knowledge of Design he has learned throughout his personal and client work.
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PORTFOLIO
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Manga Latte
https://wdtallman.myportfolio.com/
DESIGNER STATEMENT For the project, Manga Latte, I wanted to create a company that I myself would personally take interest in and find a way that I could potentially market it to others in a unique way.
them to project themselves into the art instead of feeling closed off by looking at a person in whole.
I took two of my passions which is my love for manga and artisan coffee. I researched and found manga cafes and thought it was something that I would love to experience however, there are no places available in the region where I live. So, I thought about taking those experiences and bringing them to an area that has not had the opportunity to know these cafes.
Taking this idea, I created another purpose and that is to allow the user to help create the characters on some of the packaging such as the coffee cup. While enjoying their coffee, the user is also able to create an experience by illustrating with their own style and expressing themselves through this means.
However, I did not want this manga cafe to be just an ordinary one, so I thought of ways that I could create a unique experience for the customers. I researched the markets and target audience to get a better understanding and searched for a way to create an environment that was solely one of a kind.
Overall the main purpose of Manga Latte is to create an environment where the user feels they are in control of their choices and actions almost totally and allow them to create the experiences catered around their preferences.
The idea of having different levels of experiences for the user really stuck out to me, especially in the midst of rise in online businesses, as well as social distancing. When creating Manga Latte I kept the idea of two experiences and aimed one at the growing online market and one for the in-store experience.
When it comes to designing, I decided to create illustrations that would be displayed throughout the different types of packaging such as a subscription box, coffee cup, t-shirts and more.
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These illustrations are designed in a typical style of art that is seen in mangas with a unique difference; no faces or minimalist feature designs. The idea behind this came from another artist that expressed the idea behind leaving out faces when creating characters or portraits allows the viewer to feel a sense of closeness with the piece and allow
Manga Latte
For these experiences I made specific packaging and designs based off of each type of choice the user would pick.
CONTACT
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Manga Latte
CONTACT
William Tallman
E : williamdtallman@gmail.com W : https://wdtallman.myportfolio.com/ T : 304.771.0596
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