Bunnyhop Cyclery Cafe by coreyguerra

Bunnyhop Cyclery Cafe Creative Brief

Graphic Design Illustration

PROBLEM

DELIVERABLES

RESEARCH

The client, Bunnyhop Cyclery Café, will be opening its doors in New Orleans, LA in the coming year, and needs a logo. Additionally, the café will require packaging design to include: sandwich food wrapping, cookie containers, cup design, coffee bags (ground and whole), a signature mug, and water bottle. All of this must be branded with approved colors and logo. The big idea is that this shop will serve bicycle commuters, pedestrians, people in need of bike repairs, and anyone else who appreciates good coffee. • Logo • Sandwich/food wrapping (paper wrap with sticker for closure) • Cookie container/packaging • Paper cup design (S,M, and L) • Shopping bag • Tool kit and cup holder packaging • Gift card holder and special edition gift cards New Orleans, LA is emerging as a national leader in promoting bicycling as a primary means of commuting to and from work. The most popular locations for bicycling are the Bywater, Warehouse District, and the French Quarter. This culture shift is fostered by the introduction of New Orleans’ growing bike lane network. Just 10 years ago, New Orleans had less than 11 miles of bike lanes. Now, the city has over 100 miles of bike lanes, several shared pathways, and a bike share program. In fact, as recently as 2014, the American Community Survey showed that over 4 percent of commuters in New Orleans used a bike to travel to work (above average compared to other cities). Pairing this information with the fact that New Orleans is the country’s most prodigious java-handling port, makes this venture a recipe for success. In fact, the drinking of coffee at odd times throughout the day is a characteristic of the city.

BACKGROUND/BRAND POSITION

COMPETITION

UNIQUE SELLING POINTS (USP)

Currently, there is no “cyclery café” in existence in New Orleans. The burgeoning cycling culture mixed with the rich coffee history of the city, makes this business almost necessity. The café will supply customers waiting on repairs with affordable refreshments/ food. The cycle repair/maintenance will be of the highest quality. This model will cater to cyclists, coffee enthusiasts, and foodies. Currently, there is no business model of this exact type in the city. However, there are many cycleries and coffee shops that present their own USP (successfully). Starbucks, for example, do not make special accommodations for cyclist visitors (other than a small bike rack at some locations). Cycle shops in the city do not offer on-thespot repairs, as they have a back-log of work. The goal of Bunnyhop is to beat the competition in both regards. • On-the-spot bike service (within the hour) • Quality, hand roasted local “craft” coffee • Food options for the growing cycling community • Covered bike racks and indoor bike racks

BENEFITS

This product/service allows cyclists and cyclist commuters an opportunity to multitask. They will be able to have breakfast/lunch or a cup of coffee while having repairs/service done to their bicycle. The product will also be home-brewed “craft coffee” that sources ingredients locally. The service/parts will carry a 30-day warranty. Also, commuters (whether on bike or in car) can stop in on their way to work and pick up a sandwich for lunch.

TARGET AUDIENCE

The target audience will primarily be cyclists, cyclist commuters, pedestrians, and working-age adults. The idea of a “craft brew” coffee that is hand-roasted will appeal to the millennial population in New Orleans.

GOALS

The goals of Bunnyhop Cyclery Café are the creation of harmonious, modern design that appeals to working-age adults, millennials, and the growing cyclist community in New Orleans. The design should be colorful, fun, and reflect the services/products sold at Bunnyhop. This design will positively affect the client’s ability to sell coffee, food, and bicycle parts/service/maintenance. Within 30 days, there needs to be the completion of: • Logo • Coffee Cup Design • Sandwich/Food Wrap • Cookie Box • Shopping Bag • Tool Kit & Cup Holder Packaging • Gift Card Holder and Gift Card(s)

CONCEPT

RATIONALE

The concept for this project will utilize bicycle parts as design elements in a fun way, emulating modern art. To further the modern art “feel,” a cycling map of New Orleans will be abstracted and incorporated as abstract art, serving as another unique design element. The design will be colorful, attractive, and create a uniform brand image that screams quality. • New Orleans has over 100 miles of bike lanes • 4% of commuters travel to work on bike in New Orleans • Number of bicycle commuters is higher than national average • New Orleans is the largest coffee-handling port in the country • New Orleans recently implemented a bike-share program • The target audience is vast, and composed of mostly locals • Having art/vibrant color will appeal to the millennial market • Millenials want “craft” products with a trendy look • Packaging will contain bicycle design elements (illustrated) • Packaging will convey that this is more than a coffee shop

CULTURE

This concept will fit into the cycling culture that is growing within the city. With the number of cycling commuters increasing, their ability to stop at a coffee shop with their bike (and have adequate space to lock their bike) is hampered because no shop specifically caters to cyclists. Being able to walk their bike into the shop without the time-consuming act of locking their bike, while getting coffee, breakfast, or lunch will be an instant attraction. People who cycle to work, either don’t have a vehicle, or they are environmentally conscious and want to decrease their carbon footprint. For these reasons, this product/service will be an affordable luxury. Affordable because products are locally sourced when possible, and hand-crafted. Luxurious because the “feel” and “look” that the design brings will convey value.

COMPONENTS

The overall components to be used in this design process will include vibrant colors that echo cycling culture, New Orleans, and bicycle commuters. Elements and components will include illustrations of bicycles, bicycle parts, and abstracted street maps of bike lanes in New Orleans. These elements will be meshed with modern/abstract art/shapes to created visually compelling design.

IMAGERY

TYPOGRAPHY

Avenir Light Roman Medium Heavy Black

Avenir is chosen because it is nice geomtric typeface that is easy to read and will work wonderfully for a logo. It is also a large type family which will help to create visually pleasing design.

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

Adobe Garamond Pro

Regular Italic Bold Bold Italic

Adobe Garamond Pro is chosen because it is a classic typeface that is fantastic for longer blocks of text. It is extremely legible and has a rich look.

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

COLOR

This is the proposed color palette. These colors are chosen because they accurately reflect the fun, light-hearted culture of the city. This palette is inviting, and exudes a playful energy. 11

CULTURE

COMPONENTS

COMPOSITION

DESIGN INTENTIONS

The design for the deliverables discussed earlier will be based on imagery associated with bicycles and New Orleans. The goal is to keep the design fun and fresh with a bold color palette, and boutique-style packaging choices. This combination of palette, packages, and chosen imagery will be a visual delight for all ages, and especially target bicycle commuters who are largely in the millenial age range. Bicycle Imagery Imagery and graphics based on bicycle patterns, textures, and parts will be incorporated into various design elements such as the logo, and packaging faces. Color All deliverables will be colorful and stick to the chosen palette. The goal is for each package and design to be eye-catching, fun, and recognizable as a product of Bunnyhop Cyclery CafĂŠ. Fun Patterns Using color and bicycle graphics as listed above, fun eye-catching patterns will be made and incorporated onto all packaging.

LOGO

DESIGN ELEMENT ROUGHS

These elements will be used to compliment the overall design aesthetic with careful placement on package interiors and exteriors, achieving a unified look.

LOGO ON WINDOW

BLADE SIGN WITH LOGO

COFFEE CUP

SANDWICH/FOOD WRAP

COOKIE ILLUSTRATION FOR PACKAGE

The cookie illustration is digitally painted to compliment the Bunnyhop color palette.

COOKIE PACKAGE

SHOPPING BAG

GIFT CARD

SPECIAL EDITION GIFT CARD SERIES

GIFT CARD HOLDER

BICYCLE REPAIR KIT

BICYCLE CUP HOLDER