“The tools have changed. The fundamentals have not. The questions are the same whether you’re on Facebook or in Shanghai: Who are you? Who needs to know? How will they find out?”
- Alina Wheeler
- Alina Wheeler
I. THE DESIGN BRIEF
Quadra Global Franchise aspires to be the largest restaurant company in India across all the 5 Categories (Quick Service Restaurants, Fast Casual Dining, Mid Scale Casual Dining, Upscale Casual Dining & Fine Dining) providing unparallel customer experience through Quality, Service & Reach. QGF is focused on building Global Brands to engage with customers across geographies in meeting their needs in Hunger & Taste.
Objective of this project is to develop a new retail brand identity for a new chain of coffee shop called “Bean Good”.
Targeted to the youth, Bean Good provides a casual coffee experience to the customers. The overall concept is to provide the essence of a cool hangout for young people. To bring alive the concept of “adda”, a casual place to sit and have coffee and hang out.
One of the main objectives of this project is to make this coffee chain stand apart from existing chains like Café Coffee Day.
Café Coffee Day in a sense is too formal. It has a slightly more sophisticated ambience, low on comfort level, high prices, restricted group seating etc…
II. RESEARCH QUESTIONS
1. How to create an identity for ‘Bean Good’ that distinguishes it from already existing coffee shop chains like Café Coffee Day?
2. How to create an identity that does not portray a sense of formality, instead come across as a more friendly, inviting hang out?
3. What is the target audience this chain is aimed at?
4. How do I bring in an element of illustration to create a casual yet fun feel for Bean Good?
5. Is it possible to build a unique illustration centered communication line for Bean Good?
III. APPROACH/PROCESS
> Market research on coffee shops.
> Research on store design and the influence of store design to bring out what the brand stands for.
> Branding and brand positioning.
> Illustration styles.
IV. MATERIALS/RESOURCES
Books
> Typography now- volume 1 and 2.
> Los Logos -Mika Mischler , Nicholas Bourquin , Robert Klanten
> The Big Book of Logos -David E. Carter
> Identity Crisis: 50 Redesigns That Transformed Stale Identities into Successful Brands -Jeff Fisher
> Masters of Design: Logos & Identity: A Collection of the Most Inspiring Logo Designers in the World -Sean Adams
> The Little Book of Logo Recipes: Successful Designs and How to Create Them-David E. Carter
> Designing Brand Identity: an essential guide for the whole branding team-Alina Wheeler.
> Inside the Business of Illustration
By Steven Heller, Marshall Arisman
> Marketing Illustration
By Steven Heller, Marshall Arisman
> Illustration Now: Volume 1 and 2
From Taschen
> The Sourcebook of Contemporary Illustration
By Yaiza Nicolas, Andres Gonzalez Fernandez, Alessandro Zanchetta
> Other books on illustration available in the Mallya Aditi library.
Websites
V. LEARNING OUTCOMES
> Learn more about brand positioning and bran management.
> Bring in my two favorite aspects of design; illustration and typography into the project to create a unique identity for Bean Good.
> Learn a bit about space design.
> Work on in store wall graphics/ and perhaps do some life size illustrations as well.
> Figure out how to keep the clients requirements, while bringing in a sense of my work style also.
