Colour Palette
Regarding the urban style of the cafe, the atmosphere of the brand is a simple dark colour. The basic colour palette is black and white but uses a dark coffee colour depending on the product.
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Logo Design
Brown
Black
Reverse
The main concept of the logo design a door that you would like to open. Hence the rectangle representing the door of the cafe and the C of the word café represents the staff as welcoming people, that is the reason only the C is inside the “Door”. This looks both sharp looking and heart warming.
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Stationaries Business Card Letterhead
109 tram
Hoddle St
Little Victoria St
30 Smith Street Fitzroy VIC 3065
Gertrude St Smith St
86 tram
Victoria Parade
30 Smith Street Fitzroy VIC 3065
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+61 3 9419 8377
1stshelfcafe.com.au
Charlie Rouse by John Froehlich In keeping with the jazz atmosphere of the cafe, the wall art is a jazz illustration. Also to keep the excitement, the illustration was drawn by jazz painting artist John Froehlich. Thereby creating a real jazz space people are able to enjoy while having coffee and meals.
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Menus Eggs
Na
poleon Two po ached tamato eggs, season es andth toasted cou yme al fru ntry bre sauce, it. ad, fre served $8.45 Eggs sh ba with Laguna tomato sil, vine rip Two po e es an ached d fresh tamato eggs, toaste es an season al fru dthyme sau d country bre Served Jambo it. ce, ser ad $8.95 Eggs n ved wit , fresh ba with Black sil, vin Florent h tom exotica Two po e ripe aloli anforest ham ato in es an e salad d mu with tamato ached eg d fresh gs, season es andth toasted Auberg stard dressinsmg oked gaud yme countr al fru a on fre ine sauce, it. y Eggp sh bre cheese, rom served bread, fre lant sau Eggs $9 ad. aline sh .45 tom with Anna tée lettuc atoes tomatobasil, vine Two po e and and fedd in balsm ripe es an $8 tomato ati a tamato ached eg che d c, fresh ese, on vinegar , with .45 gs, season es andth toasted garlic and ext Clabe yme countr al fru tta ra bre sauce, virgin it. y ad. e oliv served bread, fre $9.95 Fishe sh e oil, with rman $9.45 with tomatobasil, vine Two po ’s Feas arugu rip es an la, alc tamato ached eg t d freshe ed gs, es toaste an season al fru dthyme sau d countr it. ce, ser y bread ved wit , fresh ba $10.95 sil, h tom atoes vine ripe and fre sh
Anasta
sia
Served
with
Espres so Doub le Espr es Capp ucchin so o Latte Moch a La Chai La tte tte Earl Gr ey Englis h Brea kfast Jasm ine Te a Cham omile Tea Iced Co ffee Iced La tte Iced Ch ai
toas
With Om t, butt sau tomato téed mu elet er an shroo es an d jam ms Vegeta d fresh season, onions, bacon al fru ble Om and sm With it. sau oked elete gaud vine rip téed zuc a che chi e tom ese, ser atoes ni, eggplan ved wit $9.45 and fre Salmon t, h vine sh sea tomato, asp Omel ripe Gourm son ara al fru guts, ete it. red an with et Attantic d gre vine rip smoke en pe $9 ppers Denver e tomatoes and salmon wit , served .95 d fresh h sau with Om With elete season téed red black al fru pepp with it. ers an vine riplorst hum, d cre gre e tom am che $11.99 atoes en pepp Chilli ese, ser and fre ers, on Omel ions an ved sh fru With ete it. papri d me ka po lted sm tatoe oked s, served gaud $9.95 a che with ese, ser vine rip ved e tom atoes and fre sh sea sonal $9.45 fruit.
Lemon ad Orange e Ju Orange ice Carro t Ginger Shot
Spinac
$8.45
h Sala Eggs, d with over sca asp lloped aragus, ha popa m toes an cameliz 1st Se ed d thy lf Sala me sau onions, blu With d $8.45 rai se, wit e chanti sins, apple h tom cheese, lly cre ser ato ga am, wits and cinna nish. ved h mixed mon barrie or sautée ca salad s (se exoti d ba $1 $8.45 nal) ad nanas, top 0.99 withaso garlic d $2.50 ped wit Served Pota h ato, with to, Ha and tom m, Ba e lettuce so Toas romalin cores$3 ese, .45 Esp che $9 t wi .50 so th gauda d. d butte le EspresBage brea ula, alce h Jambonst ham with smoked r ub$2 fres Do arug l and sing on .50hino e oil, with cheese Black foremustard dres ine oliv Garlic virg and a i Cappucc alol and extr Bread vinegar ne matic, etta bread. rgi te bals be Lat in Au Clab t sautéed ese, on Latte Eggplan s and feda che cha Mo tomatoe
vine ripe h basil, fresh bread, fres atoes and country with tom Eggs Na s, toasted ched egg e sauce, served Two poa $8.95 s andthym tamatoe l fruit. vine ripe h basil, seasona fresh bread, fres and a s ntry un atoe cou with tom Eggs Lag s, toasted ched egg e sauce, served Two poa $9.45 s andthym tamatoe l fruit. ripe basil, vinefresh seasona d, fresh atoes and rentine ted country brea tom Flo s Egg ched eggs, toas e, served with Two poa s andthyme sauc $9.95 tamatoe l fruit. il, vine ripeh bas h seasona bread, fres atoes and fres na country tom Eggs An s, toastede, served with ched egg Two poa s andthyme sauc $10.95 tamatoe l fruit. ripe basil, vinefresh seasona st d, fresh atoes and an’s Fea ted country brea with tom toas Fisherm d eggs, sauce, served che Two poa s andthyme tamatoe l fruit. seasona
poleon
te Chai Lat y Earl Gre Breakfast English Tea Jasmine ile Tea Chamom ffee Iced Co te Iced Lat ai Iced Ch
$3.50 $3.00 $3.50 $3.50 $4.00 $4.00 $2.50 $2.50 $2.50 $2.50 $4.50 $4.50 $4.50
$2.50 $2.50
$3.50 $3.00 $3.50 $3.50 $4.00 $4.00 $2.50 $2.50 $2.50 $2.50 $4.50 $4.50 $4.50
$3.50 $4.00 $4.50 $0.50
Lemonade Juice Orange Carrot Orange Shot Ginger
Served Anast
r and jam
st, butte
with toa
on and elet asia Om ms, onions, bac
smoked
$9.45
ed with
ese, serv
gauda che
vine ripe
$9.95
with . hroo , served éed mus onal fruit n peppers With sauts and fresh seas and gree uts, red tomatoe asparag te $11.99 t, tomato, . le Omele l fruit served Vegetabéed zucchini, eggplan cheese, h seasona cream s and fres With saut pers and tomatoe red pep vine ripe éed saut $9.95 on with l fruit. Omelete served Salmont Attantic smoked salm h seasona da cheese, and fres ked gau Gourme ripe tomatoes ted smo and mel with vine $9.45 , onions Omelete n peppers . . Denver k lorst hum, gree h fruit onal fruit s and fres With blac ripe tomatoe fresh seas and s atoe with vine ripe tom elete s, served with vine Chilli Om atoe rika pot With pap
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FOOD & DRINK MENU
$3.50 $4.00 $4.50 $0.50
$8.45
served cheese, ish. ns, blue
d onio ato gan Salad camelize with tom e sause, Spinach asparagus, ham $10.99 s and thym atoe Eggs, with loped pop over scal
s, top
banana
0 sautéed amon or sonal) add $2.5 Salad 1st Selfns, apples and cinn ies (sea ed barr With raisi cream, with mix y chantill
ped with
ese
che gel and .50 Ba ad co $3 Garlic Bre Ham, Ba Potato, $2.50 h butter Toast wit
$2.50 $2.50
I give the customer the option of getting either the multi-colour version of the menu or the brown version. People may ask “which one I will get today?” or might ask “Could I get colour one today?”. The menu is one big sheet of paper with plastic coating instead of a folded menu to show off the design and easily share the information on the table.
Signage Window Sticker 1300 X 900mm
Flag Signate 500 X 400mm
I suggested a window sticker sign instead of a panel sign because the shop is located on a very busy street with many shops sitting next each other. I considered how we could stand among these shops. Something advantageous for us is we have quite a strong logo. We came up with a window sticker, as we can take a very large area for the sign and it does draw attention to the cafe because the most of the sign area is window. In this way the shop is easy to recognize on the street. We set up a flag on the top of the shop with the reverse version of the logo on the black background, to successfuly to appeal to the people who are walking along the street.
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Chalkboard
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Shop T-shirt
Simple design: 1st Shelf CafĂŠ T-shirt is actually buyable so that people can feel part of the cafe, especially at the monthly live jazz in the cafe. T-shirt trading cost: $39 x 50
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Take Away Items
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Website
Menu
Location
The main purpose of the website is get feel the atmosphere of the cafe. Therefore, the whole web pages are not only information screen they are also garally of the cafe. When you look through the website, you are able to see inside of the cafe such as the largest brick wall in the cafe with wall art. We didn’t contain many information in the website but enough to visit. Also there is a button on the menu page for people can print out the menu to have a look before hand.
Top page
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On Multiple Divices
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Promotions
Newspaper Advertisement
1st Shelf Café
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Biblography Cover Picture/ Panama House http://www.venue.net.au/index.php/deep-deepsouth/ Wall Art Illustration/ Charlie Rouse by John Froehlich http://www.john-froehlich.com/jazz-bluespaintings-Charlie-Rouse.html Signate Page/ Meet & Bread Cafe http://meatandbread.ca T-shirt Model/ West Egg Cafe http://www.quistyle.com/blog/?s=West+Egg Web Pages/ http://melbourne.concreteplayground.com.au/ restaurants/85566/the-school-of-7-bells.htm Cafe & Bar Alffo http://www.alffo.info DUKES http://espressomelbourne.com/cafe-review/ dukes-coffee-roasters/ iMac, iPad, iPhone/ Apple.com.au Echo Netdaily http://www.echo.net.au