BRIEF 2: RYFE OUGD301 Ben Harwood BA Hons Graphic Design Leeds College of Art
01 / 04
Brief
Concept
The brief was to develop the branding and identity for
The concept behind the brand ‘Ryfe’ is accurately depicted
a purely organic restaurant. The audience were health
in the restaurant’s strap line; ‘An abundance of taste and
conscious consumers looking for a purely organic place to
refreshment.’ The name ryfe encompasses the views of the
dine whether it be for sit down meal or on the move.
restaurant being abundantly organic, fresh and healthy.
Tags The visual aspects of the identity stem from organic shapes like broccoli and asparagus as well as adopting an elegant persona that depicts Ryfe as a distinguished restaurant striving for quality and customer satisfaction.
OUGD301, Brief 2 - Organic Fast Food
BRIEF 2: RYFE OUGD301 Ben Harwood BA Hons Graphic Design Leeds College of Art
02 / 04
Packaging and Takeaway
Tea & Coffee
Stock
Tags
As well as predominantly being a sit down, table service
The branding on Ryfe’s takeaway tea/coffee cups is
All of Ryfe’s printed collateral is printed on purely organic
OUGD301, Brief 2: Organic Fast Food
restaurant Ryfe also offers a takeaway service offering snacks to the healthy, on-the-go consumer.
consistent with that of the rest of the restaurant and inspiring quotes about the importance of the freshness of tea and coffee harness the caffeine packaging.
stock. This is the same for the takeaway packaging from the takeaway bags to the baguette wraps.
BRIEF 2: RYFE OUGD301 Ben Harwood BA Hons Graphic Design Leeds College of Art
03 / 04
HOME O
R
G
A
N
I
PHILOSOPHY
MENU
LOCATION
CONTACT
C
SEASONALS
AN ABUNDANCE OF TASTE AND REFRESHMENT
OUR FARMS
We take the freshest organic ingredients and combine them to create our unique and ever changing food menu that will leave you feeling satisfied and refreshed.
COCKTAILS
AN ABUNDANCE O
R
G
A
N
I
OF TASTE
C
BLOG
AND REFRESHMENT #5
TAKEAWAY NEWSLETTER
“After a good dinner one can forgive anybody, even one’s own relatives.”
“If we’re not willing to settle for junk living, We certainly shouldn’t settle for junk food.”
-Oscar Wilde-
-Sally Edwards-
Mothers day bookings Now being taken
All of our food is organically sourced.
We take the freshest organic ingredients and combine them to create our unique and ever changing food menu that will leave you feeling satisfied and refreshed.
Saveur Recipe: Pasta with Sardines
#4 O
R
G
A
N
I
C
Warm Up With a Seasonal Pumpkin Chili Recipe
#3
TAKEAWAY What's That in Your Tortilla? A Seasonal Pumpkin Taco Recipe, Of Course
#2
Digital Presence
Blog
Social Media
Tags
Ryfe has a strong digital presence which is of paramount
Ryfe also keep a consistent blog that has been epitomised
Ryfe also has a presence in social media. With both a twitter
OUGD301, Brief 2 : Organic Fast Food
important within the culinary industry. The website offers news about the companies progression, organic recipes and promotional offers that may be running.
for viewing on desktops, tablets and smart phones that documents the story of the company and allows consumers to learn more about the Ryfe experience.
and a facebook account Ryfe can directly communicate with its consumers by asking them questions regarding feedback about meals or ideas for future recipes.
CONTACT NEWSLETTER
BRIEF 2: RYFE OUGD301 Ben Harwood BA Hons Graphic Design Leeds College of Art
“THERE IS NO LOVE SINCERER THAN THE LOVE OF FOOD.”
INDULGE IN LIGHT FRAGRANT HINTS OF VANILLA
INDULGE IN LIGHT FRAGRANT HINTS OF VANILLA
“AFTER A GOOD DINNER ONE CAN FORGIVE ANYBODY, EVEN ONE’S OWN RELATIVES.”
ANDIN OAK WITH AROMA’S SPRING 2012 EDITION INDULGE DELICATE NOTES OF UNRIPENED PEAR &
ANDIN OAK WITH AROMA’S SPRING 2012 EDITION INDULGE DELICATE NOTES OF UNRIPENED PEAR &
HINTS OF OAK WITH AROMA”S SUMMER 2012 EDITION
HINTS OF OAK WITH AROMA”S SUMMER 2012 EDITION
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MOTHERS DAY BOOKINGS NOW BEING TAKEN
BEING TAKEN. R
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-OSCAR WILDE-
VALENTINES DAY BOOKINGS NOW
O
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View all Ryfe Vouchers
FE
- GEORGE
Exclusive 25% off Your Food Bill at Ryfe Organic O
Y
04 / 04
YEFRYE
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Shop Front and Promotion
Special Occasions
Voucher Codes
Ryfe’s identity is also applied across its promotion and the
Ryfe host special promotional posters around seasonal
One of the most successful forms of promotion for
shop front itself. Numerous duplications of the ‘Ryfe’ logo
occasions like mothers day and valentines day where
type is repeated to create the tractor lines that are applied
people like to go out to eat. Appropriate quotes for each
across the front of the restaurant.
seasonal occasions are used to entice the consumer.
R
D
restaurant nowadays are through online voucher companies that consumers can download and use in-restaurant. This is one of Ryfe’s main promotional strategies.
10
RECIEVE
STAMPS A
FREE
DEAL!
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Tags OUGD301, Brief 2: Organic Fast Food