REVIVING A CHICAGO ICON
Restaurant
2
Table of Contents
1. Research Welcome . . . . . . . . . . . . . . .6
History . . . . . . . . . . . . . . . . 8 SWOT . . . . . . . . . . . . . . . . .9 About Consumers . . . . . 10 Demographics . . . . . . . . . 12 Competitive Landscape . 14
2. Creative
Creative Colors . . . . . . . . 18 Typography . . . . . . . . . . . 19 Moodboards . . . . . . . . . . 20 Logo Development . . . . . 24 Assembling Elements . . . 28
3. Style Guide
The Logo . . . . . . . . . . . . . . 32 Colors . . . . . . . . . . . . . . . . . 34 Typography . . . . . . . . . . . . .35 Logo uses and limits . . . . . 36 Logo size and spacing . . . . 37 Images . . . . . . . . . . . . . . . . . 38 Texture and Pattern . . . . . . 42 Tone of Voice . . . . . . . . . . . .43
4. Solutions
Signs . . . . . . . . . . . . . . . . . . 47 Billboards . . . . . . . . . . . . . .48 Web Video . . . . . . . . . . . . . 50 Social Media . . . . . . . . . . . .52 Mobile Apps . . . . . . . . . . . .54 Uses for QR codes . . . . . . .58 A Special Event . . . . . . . . . 60 References . . . . . . . . . . . . . 62
1. Research
Welcome History SWOT Analysis About Consumers Demographics Competitive Landscape
5
Welcome to Golden Nugget
Golden Nugget restaurant has been serving communities of Chicago since 1966 and has been a staple of the city ever since. Through the years, they have built a reputation of good food at good prices and they are open 24 hours.
6
Research
The brand essence of Golden Nugget is the embodiment of home cooking, with good food, friendly faces and a comfortable environment.
Golden Nugget Restaurant is a family owned, family-style restaurant chain with seven locations in Chicago. In business for 47 years, Golden Nugget Restaurant has a rich and long history in Chicago by serving breakfast, lunch and dinner, 24 hours a day, 7 days a week. Although it has an excellent reputation among its loyal patrons, the brand recognition has weakened through the years resulting in a decrease of total sales.
7
History
Golden Nugget restaurant has been using the same logo for 47 years and through the years the logo has been altered slightly with each new location. The current logo, reminiscent of the Golden Nugget Casino, which the owner worked as a blackjack dealer, needs to convey a fresh, clean look to reflect the healthy food they serve.
8
The Golden Nugget mission is to always offer the very best to their customers.
S.W.O.T. Analysis 47 years of good reputation
Weakness
Signs are not identical*
Large patron loyalty
Service is not identical*
Good value of quailty food
Weak branding
Safe, friendly environment
Inconsitant brand values*
SW Opportunities O T Healthy eating trend on the rise. Home cooked meals to be promoted Kid-friendly environment to be promoted Brand value applied to all locations
Research
Strenghts
Threats
The SWOT analysis shows the main issue is lack of unified branding between all seven locations. By setting brand guidelines to ensure a unified brand identity will address this.
Less spending due to sluggish economy Current “pancake house� reputation Competition has renewed branding Health Cafes are opening in the area
9
About Consumers What are Consumers looking for in a restaurant? Good Value
68%
Healthy Choices
52%
10
Family Friendly Environment
68%
Consumers believe family-style restaurants offer a better value than other types of restaurants. They are looking for a healthy, low cost, alternative to fast food when they are out with children. Over half of consumers are more likely to go to Golden Nugget when they discover all of the healthy choices they have available and made fresh to order. When Golden Nugget promotes as a healthy, low cost, low calorie, family style restaurant, future customers will see the value in eating there and choose to drive past the competition to get a better value.
$362.00
Married with no children
$905.00 $334.00
Married with children under 6
$746.00 $395.00
Married with children 6-17
$964.00 $396.00
Married with children 18-older
$1086.00 $140.00 $386.00
Single with children under 18
$206.00 $474.00
Single with no children
Keycode:
Lunch Dinner
The research shows that consumers are spending more for dinner. With the emphasis more on dinner and less on pancakes, Golden Nugget should see a rise in sales. This shift in focus will add to the brand reputation for more than just breakfast.
.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0 0 0 0 0 0 0 0 0 $9 $10 $11 $8 $7 $5 $6 $4 $3
$
0 20
$$ per Household
Based on demographic assessment of consumer spending for lunch and dinner in 2012
11
Research
How Consumers are Spending
Demographics Based on the data of consumer spending, these profiles target the consumers who spend the least for dinner. These are the consumers Golden Nugget needs to convince to visit and why. With the focus on what consumers want, healthy food in a comfortable atmosphere at good prices, Golden Nugget can entice single parents and singles with no children to visit when they are hungry. The other consumers will see the value as well and visit Golden Nugget more often.
12
Meet Jenny Research
Jenny is a 28 year old, working, single parent of two boys. She works hard and is a devoted mother. There are times she just wants to take a break. Golden Nugget is a good value for her, and her children have healthy choices from the menu.
Meet Kevin
Kevin is a 37 year old, single male. He works for the Streets and Sanitation Department in Chicago. He works hard and he plays hard. He plays basketball with his buddies at the YMCA. He has no idea there is a Golden Nugget location one block away, a perfect place to hang out and grab a bite.
13
Competitive Landscape The two big competitors are Denny’s and IHOP. They offer breakfast, lunch and dinner, and they offer a sit-down atmosphere with items made from fresh ingredients along with friendly service. IHOP and Denny’s are both franchised, but their revenue reflects the tough economy in the same way as Golden Nugget. The ablility to compete with IHOP and Denny’s would be a big step for Golden Nugget.
-6.1% 2 0 0 9
14
-7.3% 2 0 1 0
-0.3% +0.8% 2 0 1 1
2 0 1 2
+0.2% +0.1% -1.5% -1.1% 2 0 0 9
2 0 1 0
Data based on comparision from the same quarter of the year before. IHOP 2009 Sales - $2.6 billion Denny’s 2009 Sales - $2.9 million
2 0 1 1
2 0 1 2
Research
In contrast, Golden Nugget restaurant offers more than just a sit-down atmosphere, it is a family friendly environment. They offer more than just fresh ingredients, it is slow-cooked, fresh made, beef stew, fruit compote and other tasty dishes. They offer more than just friendly service, they cook the food the way the customer wants it. It is clear that Golden Nugget goes the extra distance and does more to make and keep their diners happy.
The Golden Nugget vision is to be the best informal “go to� place in Chicago, anytime. 15
2. Creative
Creative Colors Typography Moodboards Logo Development Assembling Elements
17
Creative Colors The colors need to represent the fresh, healthy wholesome food that Golden
Nugget serves everyday. By steering away from the reds and blues of the competition, Golden Nugget will have a color palette unique and inviting. The colors should have the feel of casual and friendly.
Gold represents quality, prestige, success, and adds richness and warmth to everything (Scott-Kemmis, 2013). It also coincides with the name of the company. Green represents growth, health, cleanliness, fresh, comfort, and safety (Color Psychology, 2011). Brown represents reliability, stability, friendship, and comfort (Color Psychology, 2011). It also means honestly, genuine and sincere and associated with wholesome, natural and organic produce (Scott-Kemmis, 2013).
18
Looking for colors that reflect FOOD, COMFORT and FUN.
Typography
Sub-headlines Open Anytime -Myriad Pro Open Anytime - Minion Pro Open Anytime - Rockwell
Looking for style and Personality
Creative
Headlines Golden Nugget - Georgia Golden Nugget - Noteworthy Golden Nugget - Marker Felt Golden Nugget - Marion
The typography for Golden Nugget needs to have a friendly personality. A good font, with a feel of history, will reflect the history of Golden Nugget. Functional, versatile, clean and easy to read are the qualities that are needed.
Body Copy
Body copy - Gill Sans Body copy - Helvetica Body copy - Arial
19
Moodboards A Mood Board is a designer’s tool to ensure the color, images and fonts convey the appropriate focus and imply the appropriate emotions to promote the brand identity for the client. It is a collection of inspirational elements used by the designer to illustrate a visual direction of a feeling, mood, or trend, for the client. These mood boards where designed to see how the different elements work together to convey the brand essence of Golden Nugget.
This moodboard was developed with the keywords Natural and Healthy. With the use of natural colors and textures and the Noteworthy font, this moodboard focuses on young, healthy eaters.
20
Creative
This moodboard was developed with the keywords Casual and Business. With the use of comforting colors, textures and Georgia font, this moodboard focuses on both business and social, meetings or gatherings to convey a very comfortable, casual place to be.
21
This moodboard was developed with the keywords Family Fun. With the use of primary colors, textures and Marker Felt font, this moodboard focuses on families who eat out often.
More Moodboards The combination of the three moodboards to create the main moodboard makes for a wider audience appeal.
This moodboard was developed with elements from the three previous boards. It uses the organic, healthy feel of the first board, the casual feel of the second board and the fun, friendly feel of the third board.
22
Golden Nugget
Restaurant
R145 G173 B143
C46 M20 Y50 K1
R255 G255 B211
Healthy Wholesome
Friendly C1 M0 Y20 K0
R64 G31 B13
C48 M74 Y82 K69
Creative
Casual Comfortable
R254 G197 B0
C1 M 23 Y100 K0
C 34 R148 M56 G103 Y92 B50 K20
23
Logo Development Experimenting with different elements that could represent Golden Nugget was a long process. This stage was more about what didn’t translate well enough. The final logo design needed to be warm, inviting, and a beacon for good food anytime.
24
From Sketches . . . . Creative 25
. . . . to Digital Monogram
26
Flag
Finding the right representation is quintessential to the rebranding campaign.
Nugget
Diamonds Creative 27
Assembling Elements This infographic is a culmination of research, experimentation and application of the design strategy. The idea of getting ahead of the competition starts with setting the client’s company apart from them, with a better message, different values and a unique design. The key to any brand strategy is the concept of being unique, yet appropriate to the brand. With the use of different elements in creative combinations, a designer can assemble a purely distinct look for a brand and still reach the target audience.
All elements on the infographic are in this project book. 28
Creative
This infographic is a road style layout, where the eye is draw down the page, with the use of the ivy, in a smooth wave pattern. The ivy directs the downward flow of the information and the continuity is within the elements of colors and typeface of the rebranding campaign. This infographic was designed to show how well these elements work together to represent the brand.
“The designer advocates for the user, with the client in mind� (Troika, 2008)
29
3. Style Guide
The Logo Colors Typography Logo uses and limits Logo size and spacing Images Texture and pattern Tone of Voice
31
The Logo
Full color logo
Single color logo 32
This design is simple, distinctive, adaptable and relevant. This clean, fresh design invokes stability and history of the brand essence. It is an eye-catching design that not only reflects the history of the company, but expresses a more modern perception of Golden Nugget restaurant. This design is one that can appeal to all of demographic within focused targets of health conscious diners, the after work, professionals and semi professionals and the working families. “Positive affective reactions are critical to a logo’s success because affect can transfer from the logo to the product or company”(Henderson and Cote, 1998). So, if a consumer likes the look of the logo, they are more apt to try the product or service.
Logo Elements
Marion 60pts.
Style Guide
The diamond shape pattern reflects the concept of the gem of Chicago. The diamonds represent each location and how they each are a diamond in their community. The top diamond is always gold to reflect the name of Golden Nugget. The center diamonds are always green to represent the food served inside. The outside diamonds are always light brown along with the light brown roof to complete the house shape which represents the down home cooking the company serves their patrons every day. The name Golden Nugget is in Marion font at 60 pts. All of these elements above comprise the logo.
Diamonds
Roof & Chimney
Restaurant
Anytime You’re Hungry Label Tagline
33
Colors The colors that represent Golden Nugget are organic and earthy. This reflects the fresh, healthy, wholesome food they serve everyday. The feel of this palette is casual and friendly. It maintains the upbeat and modern energy of yellow (C. Jirusek, 1995). It has the natural, tranquil green and a rich, friendly brown that represents the comfort and stability of the brand (Color Psychology, 2011). The gold is the most important as it is reflected in the name of the company. The colors are both bold and muted to attract both young and old within the target market.
Light Brown
R254/G197/B0
R148/G103/B50
C34/M56/Y96/K0
Ivory
C1/M23/Y100/K0
R255/G255/B211
Dark Brown R64/G31/B13
C48/M74/Y82/K69
34
Gold
C1/M0/Y20/K0
Green R145/G173/B143 C46/M20/Y50/K1
Typography Marion font - headlines
The Marion font is a transitional font designed by Ray Larabie. It is in use to represent Golden Nugget’s long history and is reminiscent of what is currently in use. This will attract new patrons without alienating the current followers.
Minion Pro is an Adobe Original typeface designed by Robert Slimbach and first released in 1990. This is an Open Type font, which is clean and easy to read.
Helvetica font - body copy Helvetica font is a san-serif typeface designed by Max Miedinger in 1957. It’s “all-purpose type design that can deliver practically any message clearly and efficiently” (My Font, 2007).
Minion Pro Bold 20 pt ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Style Guide
Minion Pro font - taglines
Marion Bold 26 pt ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Helvetica std 18 pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
35
Logo Uses Use logo on all collateral. Use logo only on approved color fields.
Use logo on photos that don’t compete with it.
36
Scale logo proportionally.
Logo limits
Do not use unapproved color fields with logo.
Style Guide
Do not alter color of logo.
Do not place logo on busy pattern or photo.
Do not scale logo without proportionate constraints.
37
Logo Sizes Logo minimum height is .75” (1.90cm)
Restaurant
Restaurant
Anytime You’re Hungry
38
Logo with “restaurant” minimum height is 1.0” (2.54cm)
Logo with “restaurant” and tagline minimum height is 1.25” (3.17cm)
Logo Spacing A minimum clear space around the logo must be maintainted at all times.In proportion, this distance is the size of the capital “G� in the logo.
Style Guide
No graphic elements or typography should impede the clear space.
Restaurant
39
Images All images are of two things: Smiling diners from each demographic with their food.
40
And the food that is served.
These images will entice more people, young and old, within the target audience to try Golden Nugget. The images should be clear, vibrant, friendly and inviting. The images reflect the happy customer experience and why they are so happy; the food is nutritious and delicious.
Style Guide 41
Texture and Pattern The texture is a reflection of the placemats that were in use. This makes an organic background to most assets as well as the logo. It gives the campaign a casual feel and reflects the essence of the brand. This texture is used in this style guide as a background.
The Ivy pattern is a reflection of the north side of Chicago and it grows on the outside brick and hangs in inside planters at the locations of Golden Nugget. The use of the ivy pattern adds to the organic feel. It will connect with the residence of the area and give tourists a taste of Chicago.
42
Tone of Voice
pleasant, helpful and friendly.
Headlines: Are You Hungry?
Need Help with Dinner? Style Guide
This is “a guide to copy tone and appropriate style and how messaging is communicated to an audience” (Wyatt, 2013). Golden Nugget strives to lend a hand and do the cooking for their patrons. The tone of voice should reflect the company mission to always offer the very best to customers. There are three things we must be at all times for our target audience:
Taglines: More than just Pancakes
Not just for Breakfast
Anytime You’re Hungry
43
4. Solutions
Signs Billboards Web Video Social Media Mobile Apps Uses for QR codes A Special Event
45
Media Strategy The media strategy reinforces the brand identity and increases brand recognition through the use of various media to create touchpoint that will reach the target audience. The strategy is to optimize the available technology to maximize the media coverage. More touch points a company has, the better chance of reaching the target demographics. A proper media strategy maximizes the impact of each asset and strengthens the company’s market positioning. The following are examples of new assets designed to propel the company with a high return of investment or ROI.
Social
Media Optimization Video
46
Electronic
Signage
47
Solutions
Golden Nugget has signs at each of the seven locations that do not match. The new signage proposed will unite the brand between locations and add to brand recognition. Location is the most important issue to any business. The signs will make each location stand out. This asset is listed first because it addresses the priority issue of brand unification and is the solution to three threats revealed in SWOT.
Billboards The billboards will direct a traveler to a location when they are in the vicinity. This will bring more people to the locations that where unknown to them. New signs would place Golden Nugget in step with its competitors and make its locations recognizable as part of the Golden Nugget chain.
48
Solutions 49
Web Video Television airtime can be costly, but it is also the best way to reach the most people. Video commercials and animated web video are needed for Golden Nugget to raise awareness and catapult the brand recognition above the rest of the competitors by reaching more viewers. Although IHOP and Denny’s has cute commercials, Golden Nugget can have original commercials focused on healthy eating, this will be enough to differentiate Golden Nugget from its competition. Studies by Dynamic Logic “shows that video ads perform at the top compared to other formats� (Maddox, 2005). Besides television, YouTube, and Vimeo, Video has the ability to cross over to other media easily. This includes digital billboards and Internet advertising on related websites. A low-cost 20 sec animation with a good list of keywords will get more viewers than some cable stations.
50
Images of dinner plates fly in and out, from left to right. Music: soft jazz plays throughout.
“Golden” flys in from upper right of screen. “Nugget” swings in from lower right screen to complete the logo.
Diamonds drop like a tetris game and fall into place.
Solutions
Roof drops down and rocks back and forth into place. Chimney drops down into place to finish design.
“Are You Hungry?” flys in from the left, pauses and flys out to the right.
“Not just for Breakfast” swings in from bottom left screen.
51
Social Media Allowing for customer feedback, comments and criticism, Social media, like Facebook and Twitter, have become the best way to communicate with customers. It is also the best way to gain new customers and retain repeat ones.
52
Social media is the fastest growing communication technology today.
Social media interaction with consumers will make the consumer feel that Golden Nugget cares about what they think and gives Golden Nugget the ability to address concerns and correct contradictions of the brand identity.
Facebook Solutions 53
Mobile Apps “A service is a chain of sequential, parallel, or non linear activities or events that form a process and have value to the end user� (Saffer, 2010). Golden Nugget mobile apps offer a calorie counter for those customers who are watching their weight, a kids corner with games to keep them busy while they wait for their food, and an app for tourists to include a GPS map or turn-by-turn directions to the closest location, so they don’t get lost. These services are relevant to the brand and helpful to the user to make their visit more enjoyable, memorable and more apt to visit the restaurant again.
App Collection 54
What do you want Weigh In App to do? Weigh-in
Easy
For calories, total fat and other food facts Enter your food order and hit send.
Find a location
Play a game
Entree: Sides: Beverage: Other:
Locator App
Match game
Enter your current location and hit send for the closest Golden Nugget location
Match colors, shapes or food. For ages 2 and up
Enter zip code or address
Match colors
Enter
Match shapes
Enter
Match food
Enter
Send
Send
Hard
Solutions 55
The App Pages What do you want Weigh In App to do? Weigh-in
What do you want to do? Weigh-in
Easy
Easy
Play a game
Entree: Sides: Beverage: Other:
Locator App Enter your current location and hit send for the closest Golden Nugget location Enter zip code or address
Match game Match colors, shapes or food. For ages 2 and up
Match colors
Enter
Match shapes
Enter
Match food
Enter
Send
Send
Hard
Find a location
Play a game
Locator App Hard
The Main page gives the reader several options.
Enter your current location and hit send for the closest Golden Nugget location Enter zip code or address Send
56
For calories, total fat and other food facts
Find Enter a your food order and hit send. location
The Locator page is easy to use by just entering an address. This will aid residents and tourists alike to find the closest location.
Match game Match colors, shapes or food. For ages 2 and up
Weigh In App
For calories, total fat and other food facts Enter your food order and hit send.
Send
The Weigh In page asks the reader what they are eating to give total calories, trans-fat, cholesterol and other nutritional facts of their meal.
Enter
Match shapes
Enter
Match food
Enter
The Match Game page is for the children just starting school. It has several games to choose from which is a fun way to learn and keeps the children entertained while they are waiting for their food.
Solutions
Entree: Sides: Beverage: Other:
Match colors
57
Uses for QR Codes It is important to stay on the cutting edge of communication technology. “Although QR codes (Quick Response barcodes) are no longer brand spankin’ new to the marketing scene, they have become more widely utilized, and the barrier to entry is lower than many marketers might think� (Eridon, 2011).
From the menu . . .
58
. . . to a magazine.
Solutions
There are a variety of uses for a QR code: URL, IM, text message, E-mail, Business cards and coupons. Another use for QR scan is for feedback and comments. “Add them to any print advertising, flyers, posters, invites, TV ads, etc. containing: product details, contact details, offer details, event details, competition details, a coupon, Twitter ID, Facebook ID, MySpace ID, or a link to your YouTube video� (Lyne, 2009).
59
A Special Event
60
Poster
The 50th Anniversary Golden Nugget Scavenger Hunt with the grand prize of a real gold nugget (estimated value of $200-$300). With the use of the Facebook page and their website, the contest would include visits to each location, scan of a specially designed QR/2D icon for a question specific to each location, enter the correct answer for a virtual star for each location.
Solutions
Every Facebook fan to receive seven stars, one for each location, will have their name put in to the sweepstake drawing for the gold nugget. Registration is required to enter the contest, to increase their mailing list and Facebook fan base. This would create a buzz in the market, which would increase brand recognition. The goal is “to seek out the trendsetters in each community and cleverly push them into talking up their brands to their friends and admirers� (Notarantonio and Quigley, 2009).
61
References
Research reference Color Psychology: The Emotional Effects of Colors, Art Therapy blog, Feb 27,2011. Retrieved on March 8, 2013 from http://www.arttherapyblog.com/online/color-psychology-psychologica-effects-of-colors/#.ULPKLIXrNqc Eridon, C., (2011), How to Create a QR Code in 4 Quick Steps. Retrieved on June 25, 2013 from http://blog.hubspot.com/blog/tabid/6307/bid/29449/ How-to-Create-a-QR-Code-in-4-Quick-Steps.aspx Family-dining restaurants. (2012). Restaurant, Food & Beverage Market Research Handbook, 104-105. Retrieved on July 22, 2013 from http://web. ebscohost.com.oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?vid=16&sid=ca4aa5ae-f571-4fd6-b991-8959eda5b6b3%40sessionmgr10&hid=14 Henderson, P. W., & Cote, J. A. (1998). Guidelines for Selecting or Modifying Logos. Journal Of Marketing, 62(2), 14-30. Retrieved on May 23, 2013 from http://web.ebscohost.com.oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?vid=12&sid=9ec83e05-da3a-40e4-b20b-e218db9197ef%40sessionmgr10&hid=20 Jirusek, C., (1995), Psychological Implications of Color, Art, Design and Visual Thinking. Retrieved on March 11, 2013 from http://char.txa.cornell.edu Lyne, M., (2009), What is a QR Code and Why Do I Need One? Retrieved on June 28, 2013 from http://searchengineland.com/what-is-a-qr-code-andwhy-do-you-need-one-27588 Maddox, K. (2005). Online video ads prove effective. B To B, 90(1), 12. Retrieved on June 18, 2013 from http://web.ebscohost.com.oclc.fullsail.edu:81/ ehost/detail?vid=4&sid=461cab62-5486-4a18-9757-295c3c9e7e29%40sessionmgr13&hid=9&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=15842126 Miller, R. K., & Washington, K. (2013). Review of 2012. Restaurant, Food & Beverage Market Research Handbook, 35-39. Retrieved on July 22, 2013 from http://web.ebscohost.com.oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?sid=ca4aa5ae-f571-4fd6-b991-8959eda5b6b3%40sessionmgr10&vid=21&hid=14 My Fonts, (2007) Helvetica retrieved on July 20, 2013 from http://www.myfonts.com/fonts/adobe/helvetica/ Notarantonio, E. M., & Quigley, C. J. (2009). The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration. Journal Of Promotion Management, 15(4), 455-464. doi:10.1080/10496490903270174. Retrieved on June 4, 2013 from http://web.ebscohost.com.oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?vid=26&sid=c95470f6-9ac2-48bb-b849-92b4908fabcf%40sessionmgr15&hid=25 Review of 2010. (2011). Restaurant, Food & Beverage Market Research Handbook, 26-30. Retrieved on July 22, 2013 from http://web.ebscohost.com. oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?sid=ca4aa5ae-f571-4fd6-b991-8959eda5b6b3%40sessionmgr10&vid=34&hid=14 Review of 2011. (2012). Restaurant, Food & Beverage Market Research Handbook, 31-34. Retrieved on July 22, 2013 from http://web.ebscohost.com. oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?sid=ca4aa5ae-f571-4fd6-b991-8959eda5b6b3%40sessionmgr10&vid=24&hid=14 Saffer, D., (2010), Designing for Interaction: Creating Innovation Applications and Devices, New Rider, California. Retrieved on June 10, 2013 from Vital Source e-books. Scott-Kemmis, J. (2013). Understanding the Meaning of Colors in Color Psychology. Retrieved on March 16, 2013 from http://www.empower-yourself-with-color-psychology.com/meaning-of-colors.html Tlapa, C. A., Miller, R. K., & Washington, K. (2010). Review of 2009. Restaurant, Food & Beverage Market Research Handbook, 26-30. Retrieved on July 22, 2013 from http://web.ebscohost.com.oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?sid=ca4aa5ae-f571-4fd6-b991-8959eda5b6b3%40sessionmgr10&vid=28&hid=14
62
Research reference Troika Design Group video, (2008). Troika Design Group, Design and Branding Agency. Retrieved on May 9, 2013 from http://www.lynda.com/Creative-Inspirations-tutorials/troikadesigngroupdesignandbrandingagency/745-2.html Wyatt, P. (2013) How to Create A Design Style Guide: 25 Pro Tips. Retrieved on August 7, 2013 from http://www.creativebloq.com/design/create-styleguides-1012963
63
References
Image reference Acer-B193-Computer-Monitor.jpg retrieved on August 15, 2013 from http://www.getlio.com/images/Acer-B193-Computer-Monitor.jpg African_American_Male.jpg retrieved on February 11, 2013 from http://www.dreamstime.com/young-black-male-thumb9504278.jpg Beef Stew image from menu retrieved on January 13, 2013 from http://goldennuggetpancake.com Billboard.jpg retrieved on May 30, 2013 from http://www.technology-education.org/graphics/Billboard.jpg Billboard #1, dt.common.streams.StreamServer.cls.jpg retrieved on July 25, 2013 from http://www.suntimes.com/csp/cms/sites/dt.common.streams.StreamServer.cls?STREAMOID=jCFaiJvc2RKPqRogZTRaXs$daE2N3K4ZzOUsqbU5sYsuR_iLBYVVVc9sfUfF9YLKWCsjLu883Ygn4B49Lvm9bPe2QeMKQdVeZmXF$9l$4uCZ8QDXhaHEp3rvzXRJFdy0KqPHLoMevcTLo3h8xh70Y6N_U_CryOsw6FTOdKL_jpQ-&CONTENTTYPE=image/ Chicago_Skyline_2_by_golfiscool.jpg retrieved on August 5, 2013 from https://lh6.googleusercontent.com/-tMaJ58HgBR0/UBa2IV9ikMI/AAAAAAAAACU/ zRoGeZiqbr0/s1000/Chicago_Skyline_2_by_golfiscool.jpg Chicago_and_billboard.jpg retrieved on July 25, 2013 from http://www.sandersbrand.com/blog/wp-content/uploads/2010/07/chicago_and_billboard.jpg Chicken image from Golden Nugget Menu retrieved on January 13, 2013 from http://goldennuggetpancake.com Computer-monitor-pictures-213.jpg retrieved on August 15, 2013 from http://jwblackboard.com/computer-monitor-pictures-213.jpg Depositphotos_4042741-Computer-monitor.jpg retrieved on August 15, 2013 from http://static5.depositphotos.com/1000591/404/i/950/depositphotos_4042741-Computer-monitor.jpg Depositphoto_#11893666-stock-photo-family-eating-lunch-together-in restaurant.jpg retrieved on August 31, 2013 from http://depositphotos.com/11893666/ stock-photo-Family-Eating-Lunch-Together-In-Restaurant.html?id=11893666 Depositphoto#17888049-stock-photo-baby-with-plum.jpg retrieved on August 31, 2013 from http://depositphotos.com/17888049/stock-photo-Baby-withplum.html?id=17888049 Depositphoto-#21370071-stock-photo-Caucasian-adult-couples-eating-together-at-a-restaurant.jpg retrieved on August 31, 2013 from http://depositphotos.com/21370071/stock-photo--Caucasian-adult-couples-eating-together-at-a-restaurant..html?id=21370071 Document_blank_100462.jpg retrieved on August 22, 2013 from http://images.all-free-download.com/images/graphicmedium/document_blank_100462.jpg Egg and Beef Skillet image, screen shot from GN-1 English.WEB.mov retrieved on July 20, 2013 from https://www.youtube.com/watch?v=-lqw0kcdWgA&feature=player_embedded#at=16 Facebook Icon, social-icons-vector-pack.jpg retrieved on August 20, 2013 from http://vetoresdownload.blogspot.com/2012/04/social-icons.html Family-Eating-Lunch-Together.jpg. Retrieved on March 26, 2013 from http://www.njallergydoctors.com/Blog/bigstock-Family-Eating-Lunch-Together-I-32306639.jpg FamilyEatingDinner.jpg retrieved on March 18, 2013 from http://i1.squidoocdn.com/resize/squidoo_images/-1/draft_lens10628781module106542871photo_ 1276836088FamilyEatingDinner.jpg
References More Image reference Glass-jar-full-coins-11373680.jpg retrieved on July 26, 2013 from http://thumbs.dreamstime.com/z/glass-jar-full-coins-11373680.jpg Golden Nugget #2.jpg. Original taken March 20, 2013 Golden Nugget #5.jpg retrieved on February 12, 2013 from http://farm2.static.flickr.com/1429/543656377_d9310ff638.jpg Golden Nugget Interior. Original taken on March 21, 2013 Golden Nugget Menu retrieved on February 12, 2013 from http://goldennuggetpancake.com/menu/ Magazine-Open-Lying_905.jpg retrieved on August 15, 2013 from http://payload70.cargocollective.com/1/4/158604/3715108/Magazine-Open-Lying_905.jpg I.jpg retrieved on June 25, 2013 from http://s3-media2.ak.yelpcdn.com/bphoto/wSoLWtW0iJaFkZIX54noYg/l.jpg Icon keyboard Button.png retrieved on August 22, 2013 from http://www.pcdirck.com/kbs/images/icon%20keyboard%20Button.png Ivy pattern, 12079198073l68fh.jpg, retrieved on July 11, 2013 from http://thumbs.dreamstime.com/thumblarge_257/12079198073l68fh.jpg Mail.png retrieved on August 22, 2013 from http://b.dryicons.com/images/icon_sets/colorful_stickers_part_2_icons_set/png/256x256/mail.png Mom_and_two_sons.jpg retrieved on February 11, 2013 from http://sr.photos3.fotosearch.com/bthumb/CSP/CSP737/k7372389.jpg People-eating-cake-restaurant-16991530.jpg retrieved on August 29, 2013 from http://thumbs.dreamstime.com/z/people-eating-cake-restaurant-16991530.jpg Phone_f001-20111111093318-00005.png retrieved on August 22, 2013 from http://www.designdownloader.com/item/pngl/phone_f001/phone_f00120111111093318-00005.png QR code, (2013), Custom Design QR Codes from http://qrcode.kaywa.com Received on June 28, 2013 from Charlotte Gubler at http://qrcode.kaywa.com Smiling Kids, Kids-eating-at-restaurant.jpg, retrieved on July 11, 2013 from http://kidsactivitiesblog.com/wp-content/uploads/2012/03/kids-eating-at-restaurant.jpg Smart_phones.jpg retrieved on August 15, 2013 from http://info.uknowkids.com/Portals/176530/images/smart%20phones.jpg Smiling Adults, Restaurant group, 31200-640x360-restaurant-group-640.jpg, retrieved on July 11, 2013 from http://cdn.londonandpartners.com/assets/attractions/ eat/31200-640x360-restaurant-group-640.jpg Stock-photo-16260920-real-people-adult-women-friends-eating-at-restaurant-head-shoulders.jpg retrieved on March 27, 2013 from http://i.istockimg.com/file_ thumbview_approve/16260920/2/stock-photo-16260920-real-people-adult-women-friends-eating-at-restaurant-head-shoulders.jpg Swedish ChefB.jpg retrieved on February 26, 2013 from http://2.bp.blogspot.com/-sez2qxu1BAk/TxRPKPbGoEI/AAAAAAAAJXU/ Tv-4.png retrieved on August 22, 2013 from http://www.iconhot.com/icon/png/flurry-extras/256/tv-4.png Twitter Icon, social-icons-vector-pack.jpg retrieved on August 20, 2013 from http://vetoresdownload.blogspot.com/2012/04/social-icons.html Vidething.png retrieved on August 22, 2013 from http://images3.wikia.nocookie.net/__cb20130810052243/dont-starve-game/images/f/f8/Vidthing.png Young-people-eating.jpg retrieved on August 29, 2013 from http://discoversantosha.files.wordpress.com/2011/11/young-people-eating.jpg
64
Color reference Kuler-Adobe, (2007) Bananarama color palette by Matthew P. Worth. Retrieved on July 11, 2013, from https://kuler.adobe.com/Bananarama-color-theme-43825/ Typography reference Adobe, (1990), Minion Pro Full Family. Retrieved on May 22, 2013 from http://store1.adobe.com/cfusion/store/html/index.cfm?store=OLS-US&event=displayFontPackage&code=1776 My Fonts, (2006) Marion Font family retrieved on May 22, 2013 from http://www.myfonts.com/fonts/typodermic/marion/ My Fonts, (2007) Helvetica retrieved on July 20, 2013 from http://www.myfonts.com/fonts/adobe/helvetica/ Pattern and texture reference Ivy pattern, 12079198073l68fh.jpg, retrieved on July 11, 2013 from http://thumbs.dreamstime.com/thumblarge_257/12079198073l68fh.jpg Linen-texture-sp-c2ba.jpg. Retrieved on March 27, 2013 from http://sarahpetty.com/theblog/thyme-blog-data/storage/asset/linen-texture-sp-c2ba.jpg
Designer Notes:
References
This project book is a representation of ten months of research, experimentation, design choices and applications. Golden Nugget restaurant has always been a staple in Chicago ever since I can remember. I have gained a deeper understanding of the company and the people who work there during this process. I know that the elements I have chosen will hit the target audience. Every time I look through this book, I get hungry. This campaign that I have created will inform readers that Golden Nugget does have fresh cooked, healthy choices that are in a friendly, comfortable environment, for themselves and their families and friends. Annamarie Buchanan
65
Restaurant
Anytime You’re Hungry