Rebranding Proposal Clara Tandi s3569068
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Since 1991
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Table of Ctontent
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Return Brief
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Creative Proposal
Strategy
Project Stages
Introduction 4 Return Brief 5 Brunetti Research 6 Personality, values and message 7 Visual Communication Language 8 Location and Environment 9 Demographic Market Audience 10 All Media Applications 11
Summary Profile of Direct and Indirect Competitors
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Strategy 13 Creative Touchpoints 14 Creative Proposal 15 Project Stages 16 3
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Introduction This is a proposal to refresh Brunetti’s brand identity. Brunetti is an authentic, family owned, Roman Pasticceria. It is run by Italian immigrants who are experts of the art of traditional European pastry since 1991. What was once a small café operating in Faraday street, have over time grown and become a destination café where families meet and friends catch up. Brunetti have been spoiling their customers with their wide selection of indulgent cakes, ____ gelato, delectable savory options and quality coffee. As well as being one of the only cafes in town that opens early till late, so customers can have breakfast, lunch, dinner and even supper! For years as a graphic designer, it is our passion for all things design and brand identity. With years of experience, each of our clients are treated our solutions are strategic, effective and unparalleled due to our meticulous craft.
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Return Brief S S S S
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Project Refresh brand identity perception Overview
Deliverables
Brunetti first operated in 1991, and over the years Brunetti in Carlton has become one of Melbourne’s most iconic place to visit to indulge in a delicious Italian style coffee and cakes. Brunetti has since then progressed and expanded into another café in Myers. The current brand identity has been kept the same for quite some time. Given Melbourne’s ever-growing coffee and café culture, for Brunetti to continue its success and progress, we propose a refreshed brand identity to stay relevant to today’s customers and possibly reach a wider domain.
Our service includes the research into Brunetti’s personality as well as direct and indirect competitors. This is so that we can craft a personalized marketing strategy that is suitable for Brunetti’s desired target market and target audience. This is crucial to ensure that the final deliverable is distinct and will resonate with your target audience. Brunetti will receive: 1. 6-8 possible refreshed logo options. 2. A refreshed and effective design solution in EPS, PDF and SVG format, so logo performances on all printed and digital marketing materials 3. Set of 3 logos; in the original color(s), black and white, and single color.
Aims and Objective This is where we come in. This project aims to refresh Brunetti’s logo design whilst still maintaining Brunetti’s iconic elegant and luxurious look. To do so, it is important that we understand customer’s needs and buying trends. With the rejuvenation of the brand identity, this project aims for Brunetti to continue its success and popularity within its current domain, as well as potentially expand and attract interest of a larger audience, increase sales and popularity.
Timeline Brunetti will be involved in all stages and has the final say on all the planning and production stages. To create an accurate and efficient logo, we aim to complete this project within 8 weeks. Week 1 Research Week 2 Planning and Drafting designs Week 3 6-8 of possible refreshed logo options, feedback from Brunetti Week 4 Final 2 possible refreshed logo options, feedback from Brunetti Week 5&6 Agree on one logo design, feedback from Brunetti, allowing 2 revisions Week 7 Refine, edit and test refreshed logo on different size, screens, prints. Week 8 Finalized logo and ready to be delivered.
Target Audience • • •
Middle aged to Elderly people with middle to high incomes. Productive aged people from well off backgrounds university student or business men and women. People that are family oriented and/or people that likes socializing.
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Research S S S S
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Personality, Values, Messages
Brunetti began trading at the Faraday street locaiton in 1985. The Angele family acquierd the business in 1991 and transformed the lovely cafe that it was into a truly atuhentic Roman Pasticceria. The Angele family comes equipped with a wealth of knowledge and experience in Patry and Cafe’s. The founder, Mr. Giorgio Angele began his training in Rome at the ripe age of 10. IN 1956, at the age 23, Giorgio came to Australia with the Italian Olympic team as a pastry chef. After working for a few years, Giorgio was then given the opportunity to migrate to Australia permanently. - Text taken from Brunetti’s Website. Brunetti portrays a stylish and luxurious character, however, maintaining an authentic and family oriented persona. At Brunettis, customers are spoiled with wide variety of authentic Italian coffee, gelato, desert and savory options. A trip to Brunetti’s is a guaranteed time of indulgence alone or with friends and family, true to the Italian café experience.
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Visual communication language The current logo is composed of ‘Brunetti’ written over a deep red oval. The brand uses a handwritten chancery hand style typeface; noticeable from the swashes and flourishes ornaments in the typeface. This is strongly linked to their Italian heritage as these calligraphy-inspired typefaces were first designed in Italy. Their current color sets are prominently deep red, accompanied by black, white and sometimes cream. Psychologically, deep red is associated with warmth, joy and energy. It is also a celebrative color, which suits their family-oriented and luxurious character. Red is also known to stimulate appetite in the brain and even lose track of time. Aside from the logo itself, a secondary element that is prominent in their visual communication language is the mosaic rose pattern displayed in the counters of their restaurants as well as some of their printed publishing materials including their business cards. In Italian culture, dark red flowers symbolize perseverance, continuity and immortality, which beautifully represents their brand’s history and aspiration. It can be said that their current overall visual style personality is grand and classic Italian; paying homage to their heritage.
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Other variations of the logo.
Color sets and secondary element - mosaic rose.
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Location and Environment Carlton Branch Their Carlton branch location and environment is of a very traditional patisserie with an elegant and grand style. It is strategically attached to Lygon Square, but since it has its own entrance, it has an exclusive ambience. The store is spacious; there are indoor and outdoor seating arrangements that are cozy and lively. The interiors are exuberant - with beautiful drop lights, mirrors, wooden furniture, warm colors, elaborate marble floors and mosaic tiles. Table arrangements are in small groups which is perfect for a socializing. They have open kitchens and the wide variety of food are all on display in glass cabinets. Antique coffee and patisserie machine uniquely displayed throughout the premises, adding to an authentic Italian Pasticceria experience. The waiters and waitresses look formal and neat - they wear black aprons on white button-down shirt and black pants paired with bow ties. Which is in line with the luxurious character their customers are looking for.
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Location and Environment Myers Branch The Myer branch location and environment maintains that elegant and grand patisserie atmosphere, however it is slightly modern. It is conveniently located on the third floor Myers Department Store. This branch doesn’t have its own entrance, rather it is part of the department store. This allows for more people, particularly shoppers, to rest from their activity and/or getting takeaway coffees and food. This store also utilizes an open kitchen and glass cabinets to display the wide array of desserts and food as well. The seating arrangment in this location is lively - there are long bench table sets, bar area and charming marbled tables. The interiors feel spacious though the location is rather minimal. It is achieved through the bright, white lights with more contemporary drop lights, mirrors and white furniture. There are power outlets for customers in this location as well which is convenient for customers.
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Industry/Market Audience Brunetti operates within the Hospitality Industry. Since it serves coffee, cakes, gelato and savory food as well, it specializes in ithe Food and Beverage Category. Brunetti also provides catering for all occasions. Moreover, they cater to personalized cake orders, with cake delivery service as well! And the most current addition to their service in 2017, they are mobile! Brunetti’s Pop-Up catering services allow for any private or public event to enjoy their authentic Italian hospitality.
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Demographic Market Audience Carlton and Myers Branch Different times and location calls for different crowd between the two branches. Generally, during late afternoon period, customers are elderly aged men and women, visiting either in pairs or alone accompanied by a book. And some productive aged men and women in suits that are busy with their gadgets and work. However, in the Myers branch, it is female customer dominated who are either shoppers or business women. People also tend to come alone and sit on the bar area. Typically, after dinner guests are mostly made up of families and friends in groups of 3 or more that come together to catch up. Gelato, cakes and coffee seem popular at these hours. Most patrons are dressed modestly and appear to come from comfortable and fairly stable economic backgrounds.
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Potential Demographic Market Potential customers could be early to mid-twenties who are creative and active on social media. As well as ladies who are familiar with the brunch culture. And we see that because of Brunetti’s spacious premises, it could be utlised for doing work, particularly university students and the mid-twenties demographic. This chance could be increased simply by featuring a wireless internet connection for customers.
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All Media Applications Of the current Brand Identity
logo on cake chocolate topper
logo on cake box
logo and rose mosaic on to-go coffee cup
Logo is also applied on the employees’ uniform, napkins, business card, menus, parchment paper liners for sandwiches and pastries.
logo on coffee cup, sugar serving
logo on gelato cup
logo on plate, rose mosaic on table
logo on gelato mobile 17
All Media Applications Of the current Brand Identity
rose mosaic on display cabinets
logo in website page
logo in instagram page.
logo as a tile decor
logo in facebook page. 18
logo on signage and umbrella
Summary Profile of Direct Competitors
3 mins from Myers Branch cjjcjc
15 mins from Carlton Branch
20 mins from Carlton Branch
Laurent Boulangerie is a family owned Artisan bakery store that serves top quality French bread and baked goods. It celebrates its French tradition through their wide selection of sweet and savory options.
French Lettuce is a quaint cafĂŠ that serves quality baked goods and pastries with French influence. They operate in Carlton as well and the French Lettuce also has a traditional bakery communication language as well. Their service includes corporate catering as well. And opens 7 am til 5 pm, generally opens
Dolcetti is located near the Queen Victoria Market and is a true Sicilian inspired Pasticceria. They focus on serving delectable handcrafted cakes, biscuits and tarts from fresh seasonal produce and a diverse selection that changes daily. They are generally open from 8.30 till 3.30 pm, but are only open 4 days of the week.
The store environment is of a traditional patisserie as well — wooden furniture, round tables, glass display cabinets, grand drop lighting, marbling floors and utlizes warm colors. The current brand idnentity uses a combination of serif font and flourishes that expresses an authentic European vibe. They are open from 7.30 am to 5 pm, operating in the center of city. Laurent Boulangerie interiors.
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Summary Profile of Indirect Competitors
5 mins from Myers Branch
7 mins from Myers Branch
11 mins from Myers Branch
Cafe L’incontro serve coffee and a wide selection of sandwhiches. The only advantage they have is they are located in the center of the city and they open long hours. Reviews reveal that though they are open long hours and are located strategically, the quality and service they provide is bellow standard.
Starbucks speak of a different visual communication language. It has a modern, trendy atmosphere. Generally also appeals to a different clientele — teens to productive aged customers, usually goes there to pick up coffee flavored milk, to go do work and utilize their with free Wi-Fi connection. However, they serve cakes, coffee and sandwiches as well as have long opening hours and locations tends to be spacious and comfortable seating arrangements.
Pellegrini’s Bar is a charming Italian café claims to be the first café in Melbourne to own a coffee machine. It operates in smaller premises, looks more homely and simple; many of the menus are not written and changes along the season. Patrons range from crowd of regulars suited office workers, students, and passersby. Since its doors first opened in 1950s, the premises remain unchanged with its red vinyl stools and checkerboard floor. The Family run café serves honest coffee, cakes and hearty Italian pasta. It opens from 8am to 11.30 pm daily.
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Strategy
The current brand identity has been maintained for far over a decade. Given the progress of cafe and coffee culture in Melbourne, a rejuvenation of brand identity is needed to ensure Brunetti is relevant to today’s customer. We propose to take a modern, minimalist yet timeless approach on the classic Brunetti logo, without loosing any of its established identity. With a refreshed logo, comes along with progress, increase popularity and sales.
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Design Touchpoints
Product / Packaging Brunetti’s aim for elegance, style, and luxurious image, which is seen through their design.
Marketing The left is a photo of their Carlton Store and the right is of their Myer’s Store
Social Network The two main social networks used are Facebook and Instagram, used to raise awareness of their products for different occasion, everyday indulgence.
Communications The image is a post their social media for Father’s day, a photo of the man behind Brunetti’s authentic Italian pastries
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Advertising The left is of a gelato mobile often used in events they attend. And the right is part of their catering products.
Creative Proposal
We aim to refresh the brand identity to appeal to the current culture, without compromising on the iconic identity that Brunetti has. With the current brand logo, there is an opportunity to render it down to a typographic logo and look into another handwritten chancery hand style typeface. Or introducing an elegant yet modern sans serif typeface. This is to increase the logos legibility in different sizes and application. The current logo is in red, we propose to upgrade it to a gold with red undertone. Another opportunity would be introducing an iconography logo that is timeless and summarizes the brand. This would engage target audiences in an instant.
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Project Stages The stages that are involved are primarily discovery, planning and production.
Stage 1 Discovery In the discovery stage, we will look into the brand’s personality, unique selling point, market audience, demographics, technology usage and competitors to ensure our design speaks to the right audience. We will devote about a week so that we have an accurate plan of moving forward with the design. Stage 2 Planning We then can start planning and drafting the design which will take on a fresh way of representing Brunetti and to appeal to the target audience. We are to determine, but not limited to, the appropriate color, shape and typography. During the planning process, we will help keep in mind of the psychology and culture effects of the elements. The first 6-8 options will be available for review within weeks 3. Which will then be narrowed down to 2. From beginning to end, there will be 4 revisions for the final design to ensure optimum quality.. Stage 3 Production In week 5&6 is where we really pull apart the 2 options test it on different size, screens, print medias. In week 7, a logo design will then be refined and edited and test on single color, black and white and different scales and a feedback from Brunetti. And lastly, a week to finalize logo and ready to be delivered to Brunetti.
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