Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014
Foodpreneurs Brief Background: Food& and NortherStrEats are putting together an all day workshop at Belgrave Music Hall for new street food startups and people interested in starting up a street food business. The day will cover everything they need to know, from the legal, health and safety side right through to the creative, branding, promo side. Speakers will include various high profile street food traders and marketing coaches. There’ll be a networking event in held the evening afterwards. Brief: Create a brand identitry for ‘Foodpreneurs’, a day workshop for people interesting in starting street food businesses. The brand should be modern, using clean typography, but reflect the human side of the business which is supportive, friendly and welcoming. Street food comes in a huge number of different varieties and future events may focus on other areas. Indicate how the brand could also be applied to other industry events. Audience: Foodies, existing street food owners and new entrepreneurs. Tone: Professional Friendly Modern
Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014
Points of reference We sat down with the client and discussed a visual direction for the brand. These are examples of contextual references that were agreed. It was discussed that the brand should make use of clean typography and use supporting imagery to provide a friendly tone and character. The client liked subtle use of colour and favored design that used simple shapes and constructions to create brand elements.
Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014
Design sprint We started the brief using a one-day design sprint. This involved rounds of 5 minute research sprints into NorthernStrEats, successful street food startups, types of food, possible brand applications, typography and ideas for associated imagery. This allowed to gain a stronger understanding of the context, audience and client expectations before we started the design stage. Some examples of the information that was found during this process: 2.5 billion people eat street food every day, with the most popular being Mexican Burritos. The average cost of ‘street food’ is £4.25 per head, while the average cost of a restaurant meal is £18.45.
Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014
Design Grids After the sprints we split off and esearched into different research topics we are looking at. I researched structural design grids, something that can be used to ensure that illustrations and iconography are correctly constructed and have a consistant arrangement. This is something I felt that should be incorporate into our brief to keep it professional and clean. While Martin researched into clean typography that can be used within the logo. I looked into how Apple has developed a golden ratio grid system, which can be used to size and align elements on your icon correctly as well as Sagmeisters identity system for the Jewish Museum which is founded on ‘sacred geometry’, an ancient geometric system from which the Star of David was formed.
Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014
Design Grid / Typography After researching into design grids, I designed my own grid to design our icons on top of. This grid was made by creating 4 circles which scale down at 25% each time. This creates equal spacing between the four circles and allows me to use the curves of four different circle sizes to create the icons. The use of circles was agreed by us both at the start as we wanted the icons to be rounded and friendly this reflects in Martins choice of typography. Because the icons were going to be used at different scales and formats I had to came up with a grid system to allow me to create a repeating pattern that never had two of the same next to each other and always kept the colours in the same order. We both agreed that we wanted the brand to be friendly and approachable so we have used a strong geometric basis for both the iconography and the type. This allows us to keep the brand proffessional while communicating these qualities to the target audience.
Brandon Grotesque Bold Inconsolata Medium
Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014
Design and Application During our design sprint, we established a list of popular street foods and associated imagery we could draw upon for the brand. The brief required the typography to be really straightforward and clean, but to capture the excitement fo street food and the human, friendly element of the trade. The set of simple icons that was created for the brand, could be taylored to future events e.g. related to drinks or to a particular type of food. While Martin explored options for the typography and colour scheme of the brand, I worked to develop a style of illustration that would be appropriate to the brief.
Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014
Icons We have created a set of 36 street food and drink icons to be used with the brand. These can be used individually or as a repeating pattern for promotional material. Each is constructed from a circular icon grid that I had created to give the set an absolute geometrical makeup and ensure consitancy. This page shows a selection of the 28 icons I designed for the 36 icon set.
Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014
Colour Scheme Street food is full of vibrant colours and varieties of flavour and we wanted to reflect this in our branding. We have used a bright 4 colour pallette for the icons with a softer neutral colour for the type.
Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014
FOODPRENEURS
Andy Foster (collab with Martin O’Dea]
Foodpreneurs Both the logotype and icons are rounded, colourful and friendly to reflect the nature of the street food community. Modern street food is recognised for its wide variety and we have tried to reflect this through an adaptable identity. Icons can be changed to suit the theme of future Foodpreneurs events.
Foodpreneurs
May 2014
Andy Foster (collab with Martin O’Dea]
Foodpreneurs
May 2014