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The Fresh Panino: Branding Regulations and Recommendations

Compiled by Julia Cicale, Ryan Fosbenner, and Katie Gaskill


Table of Contents Situational Analysis.........................................................................................................................................................4 Positioning..........................................................................................................................................................................4 Consumer-Accepted Beliefs.......................................................................................................................................5 Brand Philosophy.............................................................................................................................................................6 Brand Promise...................................................................................................................................................................7 Target Market.....................................................................................................................................................................8 Target Market Visualization......................................................................................................................................9 Secondary Target Market.........................................................................................................................................11 Design Inspirations.......................................................................................................................................................12 Tone.....................................................................................................................................................................................14 Competitor Analysis.....................................................................................................................................................15 Logo.....................................................................................................................................................................................16 Tagline................................................................................................................................................................................17 Color Palette....................................................................................................................................................................18 Fonts....................................................................................................................................................................................19 Acceptable Use of Logo and Fonts..................................................................................................................20 Stationery Design..........................................................................................................................................................22 Website Homepage......................................................................................................................................................24 Employee Apparel.........................................................................................................................................................25 Signage/Exterior Truck Design.............................................................................................................................26 Print Advertisement.....................................................................................................................................................27 Package Design..............................................................................................................................................................28 Menu....................................................................................................................................................................................30 Mobile App.........................................................................................................................................................................32 Merchandise.................................................................................................................................................................34 Twitter Page......................................................................................................................................................................35

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Situational Analysis Food trucks are a new, exciting trend in major cities for the hungry worker on the go. These mobile street vendors serve a variety of food options--from typical grill favorites such as hot dogs or hamburgers to more exotic cuisine like Korean barbecue. Food trucks serve quick meals for on the go consumers. Food trucks are mostly individually owned and operated with only one or two trucks. Owners pick a few meal choices and mass produce them for the hungry lunch time crowds. Meals are generally relatively cheaply priced, which may lead consumers to wonder whether quality has been sacrificed for price and speed. Food trucks may park in the same location or change locations during the week. As a relatively new trend in the food industry, food trucks are a good area to break into for a new business. Particularly with the need of today’s society for ever-increasing rapidity in every area of life (from up-to-the-minute news updates on social media sites to “Watch Instantly” Netflix streaming), a food option that provides delicious food with immediacy will be welcomed, particularly in major cities.

Positioning The Fresh Panino is a mobile cafe which specializes in “build your own” paninis with a large variety of healthy and fresh ingredients from which to choose. Of course, The Fresh Panino is not just your average food truck--it will be differentiated from other similar operations in several ways. There will be multiple trucks owned by The Fresh Panino, all operated out of its home base location (which is also an option for consumers to drop by and pick up a sandwich). Each city that is home to a branch of The Fresh Panino will have its own home base location within that city. Each truck will be stocked daily with only the freshest ingredients, and trucks will be visibly clean and compliant with all health codes. Additionally, all packaging will be 100% biodegradable. The Fresh Panino hopes to change the way that food trucks are currently perceived and eventually become known as a healthy lunch option for the businessperson on the go. The Fresh Panino will be positioned primarily as a healthy, customizable, and convenient lunch stop, and secondarily as a clean, earth-friendly food truck.

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Consumer-Accepted Beliefs Food carts and trucks in cities, popular as they may be with some consumers, have garnered something of a reputation since their inception that isn’t necessarily so favorable. Our research, combined with some of our own personal experiences, has led us to a few consumer accepted beliefs about food trucks. One of the first and most obvious of these is the high potential for poor quality of food and poor cleanliness standards. While there are regulations and health codes to be observed, the idea of food that is cooked outside and sitting in a truck all day generates negative thoughts about lack of hygiene. Part of this may also be related to the fact that many food trucks are individually owned and operated, meaning that only one person is responsible for making sure the food is safe to eat (as opposed to, for example, a chain restaurant which usually has its own set of rules and regulations in addition to federal and state rules). Aside from the potential poor quality of the food, there is also the worry that it’s likely to be unhealthy. Our research has shown that many food trucks serve greasy, fried foods, something that has the potential to scare away health-conscious consumers. There are also potential concerns not related specifically to the food. For example, food trucks are often thought of as being very cheap, which in turn leads many to believe that it is also poor quality (price = quality in many consumers’ minds). Additionally, food trucks may be thought to generate excess garbage or be less environmentally friendly than a regular restaurant or fast food place. Finally, due to the seasonal nature of food trucks, there is the concern that when they are open, it may be too hot for people to want to stand outside and wait in line for food.

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Brand Philosophy

“The Fresh Panino strives to create a truly customizable, reliable, healthy, and convenient lunch experience on a street corner near you. The average consumer at The Fresh Panino is busy, successful, and needs their sandwich shop to be ready when they need it and where they need it. Our goal at The Fresh Panino is to make the lunchtime rush as easy and painless as possible. Additionally, we understand that our customers know what they want. Each panini that comes out of our trucks is fresh, original, and completely custom made. No meat? No problem. Extra cheese? Absolutely. Breadless panini to make your day a bit healthier? You got it. The Fresh Panino will provide you with the perfect sandwich--what you want, when you want it, and wherever you are.�

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Brand Promise the fresh panino:

providing healthy ingredients to make your “quick lunch� more than just a sandwich. 7


Target Market The average purchaser at The Fresh Panino is a successful working professional who resides in or commutes to one of the following major cities for work: Los Angeles, NYC, Chicago, Washington D.C., San Francisco and Seattle. As a general rule, our target market is very busy in their daily work life and doesn’t get a lot of time off. Demographics The target market of The Fresh Panino includes both males and females, age 25-40, who live or work in any of the above cities. They are generally relatively affluent young professionals with significant disposable income. They may be married or single, and have potentially begun to start a family if married. Most members of the target audience will have attained at least a bachelor’s degree, if not beyond. Psychographics The Fresh Panino is targeting a group of high achievers who have gained success through hard work. This group does have a bit of a tendency to overwork themselves, often leaving little time for personal care. Although they do care about health and personal appearance, it is often inconvenient for this group to always pack a healthy lunch or make it to the gym on a daily basis. Additionally, this group has a tendency to care about the environment and is often interested in supporting sustainability initiatives.

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Target Market Visualization

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Target Market Visualization

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Secondary Target Market

Because of our central location in large cities, it seems limiting to only focus on one group of people. As a result, we have created a secondary target market with whom many of The Fresh Panino’s characteristics and benefits will resonate. This target market will consist of tourists/visitors to the city and students that are studying in the city (both high school and college students). For tourists, The Fresh Panino is an excellent choice to try out the “food truck scene” without feeling like they’re buying food that is potentially unsanitary (as many food trucks are thought to be). Tourists are also used to spending larger amounts of money for food, so a quick lunch at The Fresh Panino would probably seem pretty cheap to them. Although The Fresh Panino may be a bit more of a stretch for a student’s lunchtime budget (which usually only consists of a bit of spare change), it is the type of lunch that will be seen as a bit of a special treat to get for themselves once or twice a month.

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Design Inspirations

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Tone The overall tone of The Fresh Panino branding seeks to combine natural elements with a hip, trendy, modern feel. The Fresh Panino is a brand new idea and needs to be differentiated from all of the other food trucks out there. All branding elements are relatively minimalistic and seek to be “cool.,� to attract the target audience. In addition, the color scheme of the brand image will focus largely on green and blue. These colors were chosen for several reasons. First, green and blue bring to mind freshness and cleanliness, two very important aspects of The Fresh Panino. Second, green is considered a sustainable color, and because this is part of the secondary positioning, it is a good idea to include it in the brand image. Overall, the tone of the brand image was inspired by natural images, which lend to the idea of The Fresh Panino providing healthy and fresh ingredients. A few inspiration images are shown.

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Competitor Analysis The Fresh Panino’s competition exists with any other food truck on the market in a major city. However, in order to narrow down this large group, we have chosen to highlight a few key competitors that share many of The Fresh Panino’s characteristics, so it is clear what types of threats The Fresh Panino should be looking out for. Green Pirate Juice Truck (NYC)--Indiviudally owned and operated, the Green Pirate Juice truck is located in New York City and is well-established as a healthy and sustainable food truck option. Although this truck sells only juices, it is still a large competition because it is one of the few trucks out there that is focusing significantly on being a “healthy option” in the world of greasy food trucks. From the Green Pirate’s webpage, it claims to be a food truck “which aims to stimulate a hip and sexy culture of conscious healthy living in our community.” It is definitely a somewhat different angle and positioning than The Fresh Panino has, but it is important to acknowledge that there are other health food trucks out there. Green Truck on the Go (LA, San Diego, NYC)--The Green Truck on the Go is a large competitor mainly because it has a presence in multiple cities. For the most part, our research has pointed to the fact the The Fresh Panino would be one of the only large scale chain food trucks, as most food trucks only exist in one city (and many only have one truck). Green Truck also strives to serve healthy foods, only selling lunches with organic ingredients. However, it also has an extremely heavy focus on being sustainable and enivronmentally friendly: “Serving you fresh, organic food isn’t enough. Green Truck believes that a healthy environment is essential to healthy living.” Of course, while The Fresh Panino desires to be seen as sustainable and green, this is only a secondary positioning strategy-convenience, customizability, and healthy food are much more notable. Spencer on the Go! (San Fransisco)--Spencer on the Go! is a mobile extension of Chez Spencer, a classy French restaurant in San Fransico. A big part of the reason that we found this Spencer on the Go! to be a competitor is because like The Fresh Panino, Spencer sells delicious food that may be slightly more expensive than the average food truck (making it important to have excellent quality food). Additionally, like The Fresh Panino, it has a sort of “home base” location in its main restaurant. For The Fresh Panino though, this “home base” is not the focal point of the business (which it seems to be for Spencer on the Go!).

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Logo

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Tagline

Build Your Own ( Yum ) 17


Color Palette Primary Colors: The two primary colors, TFP Green and TFP Blue, are the two colors found in our logo. These should be the colors used for all main branding purposes, and all branding elements must contain at least one of these colors in some respect. TFP Green: Pantone Solid Matte 362 M

TFP Blue: Pantone Solid Matte 288 M

Secondary Colors: The secondary colors may be used to complement the primary colors and add to branding elements. The branded tagline, for instance, is composed almost entirely of secondary colors.

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TFP Deep Green: Pantone Solid Matte 349 M

TFP Light Green: Pantone Solid Matte 359 M

TFP Bright Blue: Pantone Solid Matte 299 M


Fonts Crop Types

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

Aubrey

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

Raleway

abcdefghijklmnopqrstuvwxyz1234567890 ABCEFGHIJKLMNOPQRSTUVWXYZ

Stone Sands ITC TT abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Optima

abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ

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Acceptable Use of Logo and Fonts In order to maintain consistency, alterations of the logo are not allowed. The leaves must always be facing the same way (with the exception of the mobile app interface, which flips the logo purposely as an interactive flash feature), and the inside text and fonts must remain consistent and use TFP colors. There should not be any type treatment (bold, italicized, extra words). The logo should never be distorted. A few examples of misuse of the logo are shown below:

Exceptions The logo is allowed to touch other design elements, as long as this does not detract from the logo and as long as all elements of the logo are visible (example: tablet menu application). The logo should always be placed on a light background (preferably white, but TFP Light Green and other neutral colors are acceptable). In addition, the leaves may be used as separate design elements outside of the logo, as long as they are not physcially distorted. If this is the case, the leaves may be colored in TFP Light Greeen instead of TFP Green.

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Crop Types Crop types is used as the font for the words “the” and “panino” in the logo. This font is also used throughout branding materials whenever the font is large enough to be read clearly. However, because crop types is somewhat difficult to read, it may be replaced with Raleway for certain applications.

Aubrey Aubrey is the font used for the word “fresh” in the logo. It is only utilized in logo-type applications, including the logo treatment on the t-shirt. It stands out well from the other thinner, more modern fonts used throughout The Fresh Panino’s branding.

Raleway Raleway is used in place of crop types as a header font when crop types is inappropriate. As a very modern, trendy, thin font, Raleway very much goes along with The Fresh Panino’s brand positioning. It cannot be used for small or lengthy copy, because it does not have a very high level of readability.

Stone Sands ITC TT Stone Sands ITC TT is a very bold, standout font. bold and dominant to be used more frequently.

It is only to be used in tagline applications, as it is too

Optima Optima is the font to be used for any and all body copy of The Fresh Panino branding applications. For example, Optima is used on the website, as the body copy in the print advertisement, and anywhere else a significant amount of text will be written. Optima is still clean and modern in keeping with The Fresh Panino’s design standards, but it maintains readability.

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Stationery Design info@tfp.com 609.519.0495 52 West 48th St. New York NY 10020 www.thefreshpanino.com

Julia Cicale Marketing Director cicale@tfp.com 609.519.0495

build your own (yum( @thefreshpanino facebook.com/thefreshpanino www.thefreshpanino.com

Front

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build your own yum

(

Back QR code links to website


TFP Team The Fresh Panino 52 West 48th St. New York, NY 10020

build your own ( yum(

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Website Homepage

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Employee Apparel

Front

Back

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Signage/Exterior Truck Design

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Note: the black box represents the tablet menu application.


Print Advertisement ?+ ? +? =

fill in the blanks.

The Fresh Panino offers everything you would ever want in a sandwich and more. TFP mobile cafes feature fully customizable paninis for you to create with a range of fresh, healthy ingredients, in the fastest and easiest way possible. Simply visit our website to find out where the closest TFP is to your office or workplace. Then, either order online for pickup at our nearest truck, or come on down and order in person. We can’t wait to see you. www.thefreshpanino.com

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Package Design

Exterior of packaging: front view

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Interior of packaging: aerial view. Packaging unfolds to become a tray/plate to use to eat lunch.


Close-up of packaging interior: side view

Exterior of packaging: side view. Panini is placed on the bottom of the package, and a small platform separates it from a bottled beverage in the top half. This platform snaps open and closed when package is opened/closed.

Biodegradable spork

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Menu

2

3

1

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This tablet-based menu application will appear on the side of all Fresh Panino trucks as an easy way of ordering, as well as at the home base location. This will speed up service and decrease chances of mistakes being made. Additionally, this same format is used on the website. This application will show up when a user clicks the “Order” or ”Build Your Own (Yum)” button on the website’s homepage. The customer may forgo any option by simply clicking “next” without checking off any boxes.

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Mobile App

App Icon

App Intro Page

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App Homepage


App Interface

Our mobile application, available to Android and iPhone users, will function as a real-time Google Map interface that regularly updates our truck’s locations. The application will open to a picture of our logo, which will then expand to reveal a menu. Upon selecting the “Locate” button, the logo will then be flipped horizontally while the leaf strokes enclosing the logo’s text expand upward. As this is happening, the real-time map of our locations will fill the space between the leaf strokes. Additionally, this application will be linked to our official Twitter page as well as any tweets from consumers that tag The Fresh Panino in their tweets. The Twitter function can be turned on or off, depending on users’ preferences.

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Merchandise

Novelty License Plate

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Bumper Sticker


Canvas Shopping Bag

Hat

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Twitter Page

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The Fresh Panino Branding Booklet