Leave the eggs at home. We’ve got them covered.
Natalie Brinkman
January 2021
Introduction A breakfast diner, with its retro flair and comfort foods, is the perfect place to spend time with friends and family. In fact, a comfortable diner and its friendly staff almost feel like family... or at least a familiar friend. To emphasize the comfort and hospitality that aligns with the restaurant industry, I redefined and strengthened the relationship between Eggs Included and your target audience. I rewrote your mission, vision, and values and designed an entirely new brand that is youthful, fun-loving, and comfortable all at the same time. With this investment in your brand and restaurant, you will attract and inspire your guests to sit down and enjoy a meal with their friends and family. Your best asset is your ability to spread brand awareness through word of mouth and social media, so I leveraged those skills with a brand new marketing and advertising campaign. Finally, I compiled the new brand assets into a series of merchandise mockups. This pitch deck will act as your guide to the new and improved Eggs Included. I think that you will find it egg-tastic!
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Target user persona Brand guide and details Brand personality Pattern and mockup Advertisements Instagram posts and stories Brand mockups The egg
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Target User Persona Demographic Data • Young families • Millennials (24-30 years) • City-living Psychographic Data • Motivations - Want to eat healthy while helping their community • Personality - Adventurous, fun-loving, humorous • Values - Family-oriented, community-driven • Lifestyle- Enjoys the simple pleasures of life & active on social media Behavioral Data • Relationship to restaurant: Discovered name through friends & continues the relationship on social media
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Mrs Eaves XL Serif Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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I started the rebranding process by creating a mood board on Pinterest. The images on this page represent the personality of your new brand, particularly focused on a more youthful and fun-loving look. I then used the inspiration found on Pinterest to draw concept sketches, design digital drafts, and then finally, create the primary logo. The rounded font and playful colors I chose to feature in this brand guide reflect the values and mission of your restaurant. As soon as I was happy with the main logo, colors, and fonts, I knew that Eggs Included needed something more. I designed three submarks, featuring anthropomorphic breakfast friends, to symbolize the playful and friendly feel of the brand. With that, the breakfast pals were born!
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Leave the eggs at home. We’ve got them covered. 7
Mission From farm to table, we believe food should support and nourish those who eat it and those who produce it. Simply put, we want to help our community one egg at a time.
Values • Hungry for change • Playful, friendly, and welcoming to all • Adventurous in all things breakfast cuisine
Vision To provide a welcoming and inclusive breakfast experience to all those who are hungry.
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Yum! Tasty! Using the friendly breakfast pals, I made a pattern that includes text. This pattern can be used on merchandise, dinnerware, or paper items. Using the pattern, I created a wall paper mockup in a diner space. I think the energetic and playful nature of this pattern would look great on a wall!
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Advertisements (A.K.A. The brand in action!)
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To renew your brand and build your audience, I designed a new advertising campaign for your restaurant. Based on your playful brand personality, I knew that the copy had to follow suit. After putting on my thinking cap, I created the slogan: “Leave the eggs at home. We’ve got them covered.”
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The breakfast pals are at it again! One of your values is “playful, friendly, and welcoming to all,� in other words: inclusive. This ad combines the little food icons with breakfast imagery to compel your audience to join in the breakfast fun with their friends and family.
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In addition to inclusivity, Eggs Included also strives to aid your community through ethically sourcing food ingredients. To bring awareness to this value and mission, I designed a human-centric ad that uses the simple phrase: “One egg at a time.� I also included your mission statement. This ad targets an audience that likes to eat healthy and support their community at the same time.
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Instagram Posts and Stories (A.K.A. Connecting with the audience!)
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To further your brand recognition and relationship with your target audience, I produced 6 Instagram posts and 6 Instagram stories. Next to each post, I also included a quick caption that maximizes the friendly feel of your brand.
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Caption: Wishing your ride could be as cool as the EggMobile? You are in luck! Come see us at Eggs Included to pick up some super cool stickers today! (Stickers are also great for laptops, water bottles, and foreheads).
Caption: You heard us. Here at Eggs Included, you never have to worry about the eggs.
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Caption: What came first, the chicken or the egg? Here at Eggs Included, we believe the chicken always comes first...metaphorically speaking. We support our community by getting our fresh ingredients from local farmers who treat their animals right. We promote healthy eating and living...one egg at a time.
Caption: Oopsies...we made you yolk! Hungry for some breakfast? Come on down to Eggs Included...we don’t bite...but you will.
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Caption: Stop staring at my breakfast! Tag someone who is always staring at your breakfast.
Caption: Meet the breakfast pals! They are so excited to meet you! Tell us about your favorite pal in the comments below.
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Quizzes and horoscopes are very popular on social media, why not combine them with eggs?! These 6 Instagram stories promote interaction with the target user through humor and storytelling. Who doesn’t want to know what your favorite egg says about you?
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Brand Mockups (A.K.A. Let’s bring this to life!)
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In today’s times, mask-wearing is a very important step to overcome the pandemic and rebuild community. Therefore, I decided to make a comical poster using the breakfast pals and a simple message: “Please wear a mask.� This poster can be placed within your restaurant space to remind your customers to practice mask-wearing in your building.
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One egg at a time.
I brake for eggs! Farmers are my jam!
Peace. Love. Eggs.
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Stickers are an easy way to boost brand awareness among your target audience. I designed 7 stickers that could easily be purchased by restaurant-goers during their breakfast experience. I mean... everyone loves stickers!
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Peace. Love. Eggs.
One egg at a time.
I bragkges! for e
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Farmers are my jam!
After jumping on the sticker bandwagon...quite literally...I used the back of a Volkswagen bus to mock up the stickers in action. How cute is that? I call it...the Egg-Mobile!
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In addition to stickers, I designed several other merchandise items. A retro tee, a matching baseball cap, and a canvas tote bag. Strategically, I chose these items with the target user in mind. These products are comfortable and easy to put on, perfect for a trip to the farmer’s market after breakfast.
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To bring everything to life, I put together a quick collection of tableware that could be used in the interior of the diner. A solid coffee mug, a vintage napkin dispenser, and a checkerboard plate.
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The egg.
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Questions or comments? Please email Natalie Brinkman at brinkmne@miamioh.edu. Thanks!
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