anual M y t i t n e d I Fat Rascal by Alex Kim
S T N E T N O C TABLE OF
NOT YOUR GRANDMA’S BAKERY research/investigation Soul Searching
10-13
logo development
14-19
Identity Development Environmental design Collateral design Website
30-33
8-9
26-29
20-23 24-25
4-7
Odds and sods meet to combine the hardcore aesthetic of punks with the elegance of a patisserie
4
Not Your Grandma’s Bakery
NOT YOUR Y R E K A B GRANDMA’S
Fat Rascal does not and will not adhere to the typical stereotype of a fancy bakery. Odds and sods meet to combine the hardcore aesthetic of punks with the elegance of a patisserie. We solely strive to recreate the experience and environment of British punk culture of the 70s and 80s. Our mission is to provide this experience to a niche customer segment while also introducing outsiders to punk culture.
Fat Rascal is a bakery devoted to embracing the DIY aesthetic of punk culture with varied found objects. When developing the brand and honoring tradition, it was essential to use and modify found imagery and apply it to a bakery application. Punk is not dead, and it can take many forms.
5
INVEST IGATION / RESEAR CH
Fat Rascal is a British-style bakery with a 70s flair. Although it is based in the US, much research was devoted to the British punk scene of the 70s and 80s. While there are many subdivisions to this counter culture, they all have an aggressive and hostile attitude for centralized authority. This would play a large part in the conceptualization of the bakery. Immersion into the punk subculture was critical. Consuming punk DIY literature, researching
its history, and listening to punk music became common practice as for finding inspiration in the design process. Copy also inevitably became an integral part of the investigation. In order to stay true to its British roots, the language in the copywriting had to consist of British-specific language beyond the commonly known adjective, “bloody.” At the same time, caution had to be taken as to avoid overusing slang so it wouldn’t give the impression of overcompensation.
9
Soul
g n i h c Sear
Fat Rascal was born from the idea of a type of cake or scone called a “fat rascal.� A fat rascal is often made from the scraps on shortcrust pastry left over from other batches, rolled together with spices and currants, and baked into something of its own. This pastry made from misfits reflected the notion of punks being misfits within a largely mainstream culture. Much of the inspiration for the imagery is drawn from the DIY aesthetic of zines. Zines
were a large part of punk culture that allowed anyone with a printer and scanner to participate. Close attention was paid to the quick and messy methodologies behind several popular zines such such as Riot Grrrl and Search and Destroy. Images are often ripped out from magazines and placed in collage fashion, as is text.
11
T N E M P ELO
V E D LOGO
Early Logo Sketch
14
Logo Development
Early Logo Sketch
Initial Logo Composition
Third Logo Composition
Second Logo Composition
Capturing the rebellious spirit of the punks was essential for the direction of the logo. Early logo concepts began with the idea of a tough “rascal,� playing off the its namesake pastry. The original intent was to hand draw the logo and then digitize it in Adobe Photoshop. Later iterations would utilize the high contrast
images and ripped paper common in punk zines. Images were found an scanned in to be digitalily retouched. The first instance of experimenting with torn paper appears in the initial digital iteration. The final logo uses a typeface to emulate old labelmakers called Dymo for its main title. The subtitle uses a similar typeface called Impact Label. Kerning and baseline shifts were used to more closely resemble actual labels.
15
Proper Logo Usage
Application of Final Main Logo on Either Black or White Background
16
Logo Development
Application of Alternate Logo on Flat Secondary Color Background
17
Main Logo Without Subtitle
Logotype
In order to become usable for smaller applications such as responsive websites, mobile websites, environmental design, small packaging, etc, it was necessary to create variants of the logo.
18
Logo Development
Responsive Logo
Y T I T N IDE T N E M P O DEVEL
When developing the identity of Fat Rascal, it was important to adhere to at least a few aesthetic guidelines that were common in zines to create a unified brand. The two main colors were black and white, taken from the photocopying metholology used to produce zines. Color usage was limited to sparse uses of neon green, orange, and yellow, with two colors never occupying the same area. The two biggest components of Fat Rascal’s brand identity were the high-contrast images and the torn paper. The imagery itself was edited to
20
Identity Development
resemble the aforementioned photocopy method. It was important to trim images, raise the contrast, and apply a halftone effect. As for the torn paper, black and white paper was torn into arbitrary strips and edited into a flat image. For typography, the best fit for the brand was determined to be Impact Label for headers and titles, while Courier was used for copy.
Typography Header
item title
Price
Description
Impact Label Regular Various pt sizes
Courier Bold 18 pt
Courier Bold 14 pt
Frutiger 55 Roman 10 pt
Color palette
R=0 G=0 B=0
R=255 G=255 B=255
R=147 G=200 B=62
R=237 G=36 B=144
R=246 G=137 B=31
R=239 G=235 B=92
C=75 M=68 Y=67 K=90
C=0 M=0 Y=0 K=0
C=47 M=0 Y=100 K=0
C=0 M=96 Y=0 K=0
C=0 M=56 Y=100 K=0
C=9 M=0 Y=77 K=0
Texture
21
photographic application
Photograph With Halftone Effect and Color
Photograph Without Halftone Effect and Color
22
Identity Development
Additional elements
Bundt Cake
Fat Rascals Egg Tarts
Creme Brulee
For producing food images, images are given increased contrast given the same texture treatment as photography. In order to allow for overlap with colored text strips, white pixels are removed.
Fruit Tart
Teacup and Spoon
23
L A T N E M N O R I V EN DESIGN
Seating Area
24
Environmental Design
Top Left: Truck Top Right: Chairs Bottom Left: Storefront Bottom Right: Uniform
25
L A R E T COLLA
26 Collateral
27
E T I S B WE
When developing the website, adjustments were needed when moving the design system from print to digital, especially with transitions between the menu and website. Color photographs were used both as dividing elements as well as backdrops. The website adhered more to the grid system than the menu in order to maintain visual hierarchy, especially with the increased use of
color. An example of this is how angled type was reserved for section headers only. The website, as illustrated by the sitemap below, was split into five sections: home/about, pastry menu, tea menu, picture gallery, and contact pages.
Home/Story Home/About page
Baked
Cuppa
Gallery
Ring Us
Pastry menu
Tea menu
Picture carousel
Contact page
30 Website
Story Despite the cold, hard, black-clad exterior, even punks can have a soft spot for sweets. We at Fat Rascal have decided to open a haven for punks of all sorts to get their fix. We know our onions when it comes to baked goods. From scrummy scones to corker cookies, we’re here to help. Stroll on down for ace pastries, but don’t forget to make some trouble while you’re at it.
Story Despite that cold, hard, black-clad exterior, even punks can have a soft spot for sweets. We at Fat Rascal have decided open a haven for punks of all sorts to get their fix. We know our onions when it comes to baked goods. From scrummy scones to corker cookies, we’re here to help. Stroll on down for some ace pastries, but don’t forget to make some trouble while you’re at it.
d
Bake
Feeling famished? Select from the whole lot of our bloody good pastries. You best expect the best because flippin’ ‘eck we’re bringing it to you.
Y
KER A B S AS
BAD
Feeling famished? Select from the whole lot of our bloody good pastries. You best expect the best because flippin’ ‘eck we’re about to bring it to you. Click here for a gander.
Know what’s best after a long day of disrupting Big Brother and the Patriarchy? A steaming hot cuppa for sipping or for throwing in Big Brother’s big ugly mug. Click here for a gander.
Cuppa Know what’s best after a long day of disrupting Big Brother and the Patriarchy? A steaming hot cuppa for sipping or for throwing in Big Brother’s face.
Gallery
gallery
215.666.9087 RING.US@FATRASCAL.COM 2031 N FRONT ST. PHILADELPHIA, PA BAKED
GALLERY
CUPPA
RING US
2031 N FRONT ST. PHILADELPHIA, PA
215.666.9087 RING.US@FATRASCAL.COM
MOBILE
DESKTOP
31
d
Bake
baked The Fat Ra
scal 3.5
The Fat Rascal 3.5
r 2.5
ow ba
cr lemon
A Yorkshire classic, and also the namesake of the whole bloody bakery. Our fat rascals are made with orange and lemon zest for that extra gobsmacking, spiced with cinnamon and nutmeg, and studded with dried currants for one corker cake.
It’s not a cake, but not quite a cookie either. Who the hell cares? It’s soft, lemony, and got enough punch to crack a smile on even the baddest punk.
A Yorkshire classic, and also the namesake of the whole bloody bakery. Our fat rascals are made with orange and lemon zest for that extra gobsmacking, spiced with cinnamon and nutmeg, and studded with dried currants for one corker cake.
lemon crow bar 2.5
Badas
s Bro
Black and
blue tart
wnies
It’s not a cake, but not quite a cookie either. Who the hell cares? It’s soft, lemony, and got enough punch to crack a smile on even the baddest punk.
2.5
What is there to explain about a brownie other than it being one dense, bloody tasty wanker? It’s dark, handsome, and chuffed to meet you.
6.75
Black and blue after a rough night? So are our Black and Blue Berry Tarts with cream and sugar in a golden brown shell.
5 uma Cake 7.
Blundt Tra
tart
eggs
a few
crack
6.75
Sometimes you have to crack a few eggs to make a good tart, so that’s exactly what we did. Cracked ‘em, whisked ’em, and threw ‘em in the oven.
To be blunt, this Bundt cake will knock your taste buds out and leave you seeing stars. It’s a scrummy buttermilk and bourbon flavor bomb.
Badass Brownies 2.5 What is there to explain about a brownie other than it being one dense, bloody tasty wanker? It’s dark, handsome, and chuffed to meet you.
Black and blue tart 6.75 Black and blue after a rough night? So are our Black and Blue Berry Tarts with cream and sugar in a golden brown shell.
Blundt Trauma Cake 7.5 Groun
d and
Poun
To be blunt, this Bundt cake will knock your taste buds out and leave you seeing stars. It’s a scrummy buttermilk and bourbon flavor bomb.
d Cak
e 6
A pound of everything gets pounded into a cake and flavored with lavender and shite. Get it? Got it? Good.
Snaps 2
Your-Knee-
tGinger Bus
Spiced with enough cinnamon and ginger, these cookies will get you in the good graces of any dodgy crime gaffer around. You call it crime; we call it smart family business.
crack a few eggs tart 6.75
Bomb-ass b
rulee 7
How the f%#k does someone decide burning cream with a torch is a good idea? Shite is mad disrespectful, but they were bloody right. Caramel is burnt to a golden brown for a, well, Bomb-Ass Brulee.
Sometimes you have to crack a few eggs to make a good tart, so that’s exactly what we did. Cracked ‘em, whisked ’em, and threw ‘em in the oven.
Ginger Bust-Your- Knee-Snaps 2 BAKED
GALLERY
CUPPA
RING US
2031 N FRONT ST. PHILADELPHIA, PA
215.666.9087 RING.US@FATRASCAL.COM
MOBILE
Spiced with enough cinnamon and ginger, these cookies will get you in the good graces of any dodgy crime gaffer around. You call it crime; we call it smart family business.
Ground and Pound Cake 6
When moving between desktop and mobile menus, it was necessary to make further slight changes in the system design. While the tilting of type was used for emphasis in the desktop, the screen width of mobile would not allow that to work. The solution to this problem was to have set all type flush, and instead utilize varying degrees of indents to break total coherance to the grid.
A pound of everything gets pounded into a cake and flavored with lavender and shite. Get it? Got it? Good.
Bomb-ass brulee 7 How the f%#k does someone decide burning cream with a torch is a good idea? Shite is mad disrespectful, but they were bloody right. Caramel is burnt to a golden brown for a, well, Bomb-Ass Brulee.
215.666.9087 RING.US@FATRASCAL.COM 2031 N FRONT ST. PHILADELPHIA, PA
DESKTOP
32 Website
cuppa Damn
good
darje
eling
cuppa
Mint
Damn good darjeeling 4.5
ong 4.5
god save
#kin’
5
ornery ool
3 the green
rf& Mothe
chai
eye
Black
4.5
god save the green 3 bloody eng
Motherf&#kin’ Mint 3
lish break
3
fast 3
Black eye chai 5
grey 3
Riot errrl
ornery oolong 4.5
BAKED
GALLERY
CUPPA
RING US
2031 N FRONT ST. PHILADELPHIA, PA
215.666.9087 RING.US@FATRASCAL.COM
bloody english breakfast 3
MOBILE
Riot errrl grey 3
It was also important to limit the graphic elements on mobile to ensure the user would be able to navigate each page.
215.666.9087 RING.US@FATRASCAL.COM 2031 N FRONT ST. PHILADELPHIA, PA
DESKTOP
ring us contact us
RING US
215.666.9087 RING.US@FATRASCAL.COM
drop in 2031 N Front St. Philadelphia, PA
Name
Monday—Friday: 7am—5pm Saturday: 12pm—5pm Sunday: Closed
Email Subject
Name
What’s on your mind?
contact us 215.666.9087 RING.US@FATRASCAL.COM
drop in 2031 N Front St. Philadelphia, PA
Subject
submit
What’s on your mind?
BAKED
GALLERY
CUPPA
RING US
2031 N FRONT ST. PHILADELPHIA, PA
Monday—Friday: 7am—5pm Saturday: 12pm—5pm Sunday: Closed
215.666.9087 RING.US@FATRASCAL.COM
MOBILE
SUBMIT
215.666.9087 RING.US@FATRASCAL.COM 2031 N FRONT ST. PHILADELPHIA, PA
DESKTOP
33