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DESIGN MANUAL
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SUMMARY 1. About The Royal Cafe.....................................................2 2. The Concept..........................................................................6 3. The Logo....................................................................................8 4. Typography..........................................................................11 5. Colour.......................................................................................15 6. Texture......................................................................................17 7. Imagery....................................................................................19 8. Graphics.................................................................................23 9. Implementation...................................................................25 10. Website................................................................................29
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ABOUT THE ROYAL CAFE
The Royal Cafe and Smushi House is a cafe concept which promotes Danish design and culture in a quirky, fairytale way. Is owned by Lo Østergaard and Rud Christiansen. It is one of the world’s first projects of “product placement” based on famous Danish manufacturers and presented in a Cafe/Shop environment. So far the company consists of The Royal Cafe and Royal Smushi House in Copenhagen, The Royal Cafe in Ginza Tokyo, Japan and Royal Smushi house in Shanghai, China. The Royal Cafe offers more in relation to design, environment and history and also focuses on Danish traditional food that has been around for more than 300 years, like “smørrebrød” (Danish open-faced sandwiches) and also traditional home-made cakes and cookies and historical deserts - though with a culinary twist, that makes it more acceptable for a worldwide audience – the menu is creative, designed and humorous. The Royal Cafe signature – the open faced bite-size sandwiches called “SMUSHI” - is created by using the two words “smørrebrød” and “sushi” thus creating a total new form of cuisine. Also the idea with the SMUSHIES is to allow customers to sample more - without having to feel too full - as often is the case with traditional Danish open faced sandwiches. From the beginning the Cafe had a 50/50 mix of shop and food - so while shopping the customer could enjoy some coffee or food, and also while dining he could automatically direct his attention to the many products for sale on the shelves. Many companies have chosen the Cafe facilities to promote their new products, and also private functions as weddings, birthdays, cooking school, wine tasting etc. has worked with great success. It is also important to emphasize that locations outside Denmark will automatically mean that
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The Royal Cafe will function and perform as a “mini” Danish embassy, as we have incorporated design, history and cuisine from Denmark. As an extra added incentive the Cafe environment will statically attract a younger audience, as well as business people or other categories that have not necessarily “chosen” to go shopping - but perhaps merely intended to go dining or just dropped in for a refreshment. This naturally widens the attraction for more customers with a larger percentage. The Cafe’s clients are very cosmopolitan with a wide age group from 0 – 90 and has a very feminine touch also – there is a very high percentage of women come to Cafe’s in general.
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THE CONCEPT
The Royal Cafe is a theme driven concept that incorporates the Danish style and tradition in a funky, kinky, porky way creating a unique universe, providing an exciting experience to all its customers. The main philosophy is to combine a stunning experience, with a mixed historical design, showing a historical era - from baroque times to present day Denmark, but encountering a “CAFE” focus that is popular in society and growing at a fast rate, with numerous international chains opening worldwide. The Royal Cafe has “soul” and the owners like to call it “Funky Baroque - design confusion, humorous and chic”. The Royal Cafe design is difficult to categorize - some may call it a clash of styles - a modern baroque approach, or even a historical Danish castle - with an up-to-date interior, but successfully is created a special atmosphere, where some of the Danish minimalism has been broken in a positive way and thus showing the way for a new trend, that does not categorize “what goes together with what”, as a proof of today’s fashion industry and in modern culinary cooking. All these values are created, incorporated and represented in The Royal Cafe visual identity.
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THE LOGO
The Royal Cafe Logo is the primary visual representation and is designed to bring to live the whole essence of The Royal Cafe concept. The logo is created having in mind the Royal Cafe’s name. Its basic shape is created from a coffee cup that is ornate with a crown suggesting the ‘royal‘ value, and its accessories are shaping another crown that is formed by two gracious swan, the very danish element. Another element symbolizing the coffee is the coffee been which replaces the crown jewel, The logo contains also the ‘Royal Cafe‘ trademark. Having all these elements, the logo succeeds to synthesize all the characteristics that are shaping the Royal Cafe identity.: the royal, the cafe, the danish, the elegant simplicity, and the playfulness of the entire concept.
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TYPOGRAPHY
The typefaces used for designing the The Royal Cafe identity are chosen following the style and the concept on which the brand is built. The first font used to shape the visual identity is Shit Happens, Cursive, font used to create the logo trademark. Is a calligraphic font that gives the elegance of the logo through its curvy lines and beautiful designed letters. Shit Happens Cursive
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The font used for titles, headlines, subheads, tabs and buttons that appear on the website is Belgrad, Bold a sans serif font. The letters are displayed only in uppercase, and are designed following straight lines, straight angles, rectangle clean shapes, but with some curvy details that give the elegance and feminine touch. Belgrad, Bold
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The third typeface is Champagne&Limousines, a sans serif font, with slim lines and round shapes. The font is used for the reading text and informational text. Champagne&Limousines
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COLOUR
The colour palette is inspired by The Cafe Royal space. The interior of the coffee shop is inspired by the baroque style, classy and elegant, and in the same time funky and abundant. Warm, feminine colours are used with strong accents of electric colours given by the design objects that are laying on the shelves in the entire space.
RGB
RGB
RGB
RGB
235 201 222
217 184 176
112 113 117
150 135 129
C: 5,04% M: 23,88% Y: 0,43% K: 0%
C: 14,12% M: 28,24% Y: 25,1% K: 0%
C: 52,94% M: 50,98% Y: 44,31% K: 12,55%
C: 41,96% M: 43,14% Y: 44,71% K: 5,1%
WEB SAFE RGB
WEB SAFE RGB
WEB SAFE RGB
WEB SAFE RGB
#EBC9DE
#D9B8B0
#7A7175
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#968781
The colours used for the logo are inspired from the colour palette used to shape The Royal Cafe visual identity. Different shades of purple are used and also a bright orange colour for the trademark, creating a colour contrast between the logo elements.
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TEXTURE
Textures are used to create the visual identity and are important part in the design concept. Having as inspiration the baroque style, textures are created inspired by the baroque decorative pattern that gives an elegant, history flavour to the place and its brand.
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IMAGERY
The Royal Cafe has an unique appearance, having a rich visual identity. The space is textured, rich in details, creating a wonderful universe, where the customers are delighted seeing all the elements that compose this world. Starting with the big imposing walls that are decorated in a chic modern baroque way, the eyes are following the lines and the shapes that design the cafe space. The objects exhibited on the shelves are unique. funny and precious and completes the frame of a certain corner of the cafe. The cafe itself is the main subject of the royal experience. The images used to shape the identity are illustrating the interior of the cafe, but there are also used images with the special food that the cafe is serving, and it became the culinary brand that defines the Royal Cafe concept: the smushi. An important part of this concept are also the design pieces that fill the shelves of the cafe, objects created by danish designers and offering the opportunity to have a pleasant shopping session while enjoying a coffee or the special smushi. The imagery used to illustrate all this elements is provided by the Royal Cafe owners and used to create the identity, the atmosphere of the design concept.
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GRAPHICS
The graphics and the visual elements are created to keep the feeling and the style homogenous and consistent. The tabs, the buttons, the logos that appear on the website page are designed following the same clean lines, with funky baroque decorative details and blending with the other visual elements that compose the page.
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IMPLEMENTATION
The Royal Cafe visual identity is implemented in different media and is displayed on several products. Being a cafe, the main direction to promote the Royal Cafe image is through the specific products that are found in a cafe or are related with the business. To illustrate this, products prototypes were created in order to display the logo and the trademark creating the touch and feel of the cafe style and identity.
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WEBSITE
The Royal Cafe is a theme driven concept, a unique universe, providing an exciting experience to all its customers. As a pre-experience of this space, the Royal Cafe web page brings the user in this funky universe and it will give a feeling of how is to explore the Cafe in a virtual media. For this, the webpage is created as a 360° view, with a rotating camera displaying the interior of the Café. The experience that the user will encounter will be fun, explorative, surprising and interactive, experience given by the features that the webpage has: hidden buttons, interactive elements, dynamic graphics and engaging navigation function. The webpage meets the following specifications: 1. 360° view of the Café’s space, unlimited horizontal scroll. 2. Fixed navigation bar (main navigation), fixed footer and logo. 3. Hidden buttons, hidden icons (revealed by hover and animated elements). 4. Pop-up dialogues displaying info about a certain item or element in the Café. 5. The space is visualized by photos taken with camera, the graphics and the illustrations will be created following the style and the concept. 6. The interactivity is given by the dynamic elements on the page, the animations that create movement and therefore that create the fairy-tale universe. Technical specifications 1. Display of products through a database driven gallery scripted with PHP. 2. User rating of the various products displayed scripted with PHP. 3. Easy accessible admin page from where it is possible to add, remove and edit the description on the various products. 4. E-shop with the specific items from the café (prototype). 5. A virtual 360° view of the Café coded in jQuery. 6. Various animated .gif files created in Photoshop. 7. HTML markup stylized with CSS. 29
Main view
Shop page
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Main view
Shop page
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DESIGN TEAM Andreea Vlad Imoa Kløft Michael Rosenfeldt Frederik Henschel Magnus Lembcke
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The Royal Cafe Amagertorv 6, 1160 København K, +45 33121122, info@theroyalcafe.dk