TABLE OF CONTENTS 3
INTRODUCTION
4
PRIMARY LOGO
5
SECONDARY LOGO & SOCIAL ICONS
8
COLOR
14
TYPOGRAPHY
15
COPYWRITING
16
SUPPORTING GRAPHICS
19
PHOTOGRAPHY
20
COLLATERAL
25
CONTEXTUAL MOCKUPS
TOC | 2
INTRODUCTION
The Perfect Fit Café is a restaurant that caters to families with children that have Autism or any other sensory neurodivergence. The idea is that kids with Autism have a hard time going out to eat. It’s loud, smelly, crowded, and there’s never anything you want to eat. Here, it’s different. Perfect Fit has digital menus on iPads so ordering is faster, easier, and more fun! The concept is to stick to a cool color palette and simple design, as busy artwork and bright, warm colors can bother the senses. The way to solve this was to include minimal type and artwork so that only what’s most important sticks out. By only including what’s absolutely necessary, we eliminate the usual stress and worry of ordering and trying to pay attention to too many things at once. It’s not horror vacui (fear of white space), it’s keeping the design from becoming overcrowded and therefore overwhelming. Using cooler colors, simple imagery, and a digital menu keeps things going smoothly for the patrons.
INTRODUCTION | 3
PRIMARY LOGO The logo is an apple made of puzzle pieces. Rather than showing just the one piece (which is often associated with most Autism charity organizations), the four pieces fit together perfectly and create the shape of the apple. The idea of using an apple came from the need to show a food that was both easily recognizable as well as easily associated with child or family-friendly businesses. Just like our logo, every guest is a perfect fit for us!
PRIMARY LOGO | 4
SECONDARY LOGO & SOCIAL ICONS The logo works well enough on its own, or above/next to the restaurant title. The logo can be made monochromatic, but should only be done so in the green apple, grey, or canary colors (never the aqua, mint green, or peach). Also, this is a fun logo! So it should never have to be in black or white.
SECONDARY LOGO & SOCIAL ICONS | 5
SOCIAL ICONS
SECONDARY LOGO & SOCIAL ICONS | 6
SECONDARY LOGO & SOCIAL ICONS | 7
COLOR Green Apple: The main color, it conveys the overall feeling of calm and comfort (used more as the main accent, do not oversaturate using this color). Hex: #9BC281 RGB: (155,194,129) CMYK: (0.2010,0.0000,0.3351,0.2392) Pantone: 359 C
COLOR | 8
Peach: An accent color that completes the analogous palette (can be rather bright so use in very small doses). Hex: #F4B09C RGB: (244,176,156) CMYK: (0.0000,0.2787,0.3607,0.0431) Pantone: 1625 C
COLOR | 9
Aqua: A cool accent color that helps with the calming feeling (can be used to highlight important things). Hex: #8ED2CA RGB: (142,210,202) CMYK: (0.3238,0.0000,0.0381,0.1765) Pantone: 571 C
COLOR | 10
Canary: The main color used solely in the background (keeps the back from being white, should not be used in any other context than in the back). Hex: #FFFAEF RGB: (255,250,239) CMYK: (0.0000,0.0196,0.0627,0.0000) Pantone: 7499 C
COLOR | 11
Mint Green: Another much lighter green color, used to tie the color of the lunch tray in with the website. Hex: #B5E7BB RGB: (181,231,187) CMYK: (0.2165,0.0000,0.1905,0.0941) Pantone: 7485 C
COLOR | 12
Stone: The dark color used mainly for any text or to contrast against the lighter colors. Hex: #707070 RGB: (112,112,112) CMYK: (0.0000,0.0000,0.0000,0.5608) Pantone: 425 C
COLOR | 13
TYPOGRAPHY Used Gotham Regular and Gotham Rounded, in varying weights (italic, bold, italic bold, light, light italic, book, book italic, medium, medium italic, bold, bold italic) and sizes. Used a font that could be both accessible yet kid-friendly, something that could be read and understood quickly. The rounded font should be used more for headings, titles, or larger text and the regular should be used more often in body copy.
GOTHAM ROUNDED
GOTHAM REGULAR
GOTHAM ROUNDED
GOTHAM REGULAR
GOTHAM ROUNDED
GOTHAM REGULAR
GOTHAM ROUNDED
GOTHAM REGULAR
TYPOGRAPHY | 14
COPYWRITING TONE: The tone of the copywriting is specifically for families with young children, so keep it light, simple, and direct! USED ON MENU AND WEBSITE: “An Autism-friendly restaurant that makes going out to eat as calm and easy an experience as possible” USED ON MENU: “Keeping foods separate and dinner together!” USED ON BAG, BOX, TRAY, AND WEBSITE: “Where everybody fits in”
Keeping foods separate And dinner together!
Drinks Sides
W
elcome to the Perfect Fit Café! We are an Autism-friendly restaurant that makes going out to eat as calm and easy an experience as possible. We
know how many obstacles eating at a new place can create, so we’re here to help overcome them. Here’s what we offer:
Kids...8
Drinks...4
Chicken Tenders Pasta Pizza Mac & Cheese Grilled Cheese Burger Hot Dog Taco Waffles Pancakes (Sides / Pick 2): Fries, Apple Sauce, Chips, Corn, Mashed Potatoes
Milk Soy Milk Apple Juice Orange Juice Sodas Milkshakes (vanilla, chocolate, strawberry)
The Space • Calming and quiet • Soft daytime lighting • Lots of space for a sense of privacy • Minimalist design/decoration and a cool color palette • Non-aromatic foods • Universally designed handicap bathrooms and walkways • Each table gets sensory and fidget toys • Sound-proof room with couch in case of meltdowns • Immersive play area
Ordering • Each table gets an electronic tablet and noise-cancelling headphones
PERFECT FIT CAFÉ
• The tablets eliminate stress and anxiety of social interaction
Appetizers...5 Tortilla Chips and Salsa Fries Bread & Cheese Plate Gazpacho Cold Noodle Salad
• Families can make accounts to get the same thing every time! • Can order meal with a special tray to keep food separate • Cheap blanket pricing for each food category • Check can come out with food if desired
Entrées ...10 Club Sandwich Chicken Avocado Sandwich BLT Sandwich Caesar Salad Chef’s Salad Waldorf Salad Chicken Wrap Hummus & Pita Greek Wrap
Sides
Entrées
• Order on the tablets for a personalized and easy experience
Sweets
KIDS’ TRAY
MENU
Sweets...6
An Autism-friendly restaurant that makes going out to eat as calm and easy an experience as possible
Plain Ice Cream (vanilla, chocolate, strawberry) Slice of Vanilla or Chocolate Cake Ice Cream Sandwich Brownie Ice Cream Sundae Chocolate Chip Cookies
COPYWRITING | 15
SUPPORTING GRAPHICS FOOD ICONS: Quickly convey the kind of food in each category in a simple, visual way, used in both the print a digital menus to show the different sections
SUPPORTING GRAPHICS | 16
LITTLE PUZZLE PIECES: Match the logo and overall theme, used as an accent on the menu as well as the bag and box.
SUPPORTING GRAPHICS | 17
Entrées
PERFECT FIT CAFÉ
Sides
Sweets
KIDS’ TRAY
Sides
Drinks
Keeping foods separate And dinner together!
TRAY: Helps to visualize the children’s tray and its compartments.
An Autism-friendly restaurant that makes going out to eat as calm and easy an experience as possible
SUPPORTING GRAPHICS | 18
PHOTOGRAPHY Usage of photography is limited to the website, mostly for pictures of families for testimonies. But when used anywhere else, use only light colored photos of happy families or children to help convey tone. Photography is not used in the menus or collateral.
PHOTOGRAPHY | 19
COLLATERAL
COLLATERAL | 20
DIGITAL MENU Every table gets an iPad and noise-cancelling headphones. On the ipad is the digital menu which works like an app. This expedites the ordering process as well as eliminates the need for uncomfortable or awkward social interaction. This way, families can set up an account and then the child can order their exact favorite meal every time they visit.
COLLATERAL | 21
PRINT MENU The print menu exists for the parent who is wants to see the food options whilst the child peruses their own.
COLLATERAL | 22
TRAY Many children with Autism, other sensory sensitivities, or really many children in general do not like their food to touch. This tray keeps that from happening. And if a family has an account, their child can get the exact same tray every time they come!
COLLATERAL | 23
BAG AND BOX Ideally, a restaurant that wants fast order out food would not make their own boxes, rather, we have plain, cheap to-go bags and boxes so that when the food is ready the sticker can close it up and it can be ready for take out ASAP
COLLATERAL | 24
CONTEXTUAL MOCKUPS CUP: A no-spill cup for kids!
CONTEXTUAL MOCKUPS | 25
CONTEXTUAL MOCKUPS BUSINESS CARD: For potential guests and clients.
CONTEXTUAL MOCKUPS | 26
CONTEXTUAL MOCKUPS WEIGHTED BLANKET: These blankets sit in the meltdown room to help calm the child down.
CONTEXTUAL MOCKUPS | 27
HOPE TO SEE YOU SOON!
