Boxpark Sushi Brand Guide by coreyguerra

Brand Guide

CONTENTS BRAND STORY / 2 TARGET AUDIENCE / 2 BRAND PERSONALITY / 4 LOGO USE / 5–6 TYPOGRAPHY / 7–8 COLOR / 9 IMAGERY / 10 MEDIA ASSETS / 11–18 REFERENCES / 20–24

BRAND STORY & TARGET AUDIENCE BRAND STORY

TARGET AUDIENCE

Boxpark Sushi will be opening its doors in the Eastside Milwaukee area. Although several sushi restaurants exist in this location, Boxpark Sushi promises to offer sustainably sourced fare that is both healthy and affordable. This new offering comes from the owner's sincere care and concern for the health of both the community and environment. Boxpark Sushi has identified the need for responsible sourcing of ingredients by restaurants as a meaningful way to help customers live more sustainably. Consumer Demographic Male/Female target demographic with a mean age of 29. Majority have college degrees or some college and are single/not married. Consumer Psychographic Due to Eastside Milwaukee being home to the University of Wisconsin and the Peck School of the Arts, the attitude is generally one of cultural acceptance. Residents enjoy life and seek all that it has to offer. This young community is adventurous and strives to be socially responsible.

BRAND PERSONALITY BRAND PERSONALITY

Characteristics • Easy-going • Responsible • Healthy • Clever Voice The voice should be friendly, factual and fun. If a person, this voice would be Mike Rowe from the show Dirty Jobs (someone who has expertise but would also be fun to have a beer with). Tone The tone should be witty with occasional humor. EXAMPLES:

Tagline Tastefully sustainable. Mission Statement We provide sustainable sushi that is accessible and fun. We inspire people to think about what they are eating and how we got it to them. We create a space to relax and refresh yourself, responsibly. Sample Tone Sushi is our art. Sustainable sushi is our passion. Come join us for fresh, relaxing fun, while enjoying some out-of-this-world sushi that is sure to leave you satisfied. We feature traditional sushi fare along with reimagined recipes that are healthy for you and the environment.

LOGO USE

Both the primary and alternate logo should be used with appropriate spacing as shown below. This will avoid visual crowding of printed materials and allow the logo to breathe. In order to properly measure the white space around the logo, use the letter "U" in the word sushi as a way to measure distance. This will ensure consistentency in the look and feel of visual communications from Boxpark Sushi.

LOGO USE EXAMPLES DO

DON'T

Make sure that any text that surrounds the logo has appropriate spacing. This stands true for other graphic elements and margins in a layout or composition.

Push text up to the logo. There must be enough white space for the logo to breathe and to allow easy recognition. Crowding the logo will create tension.

Boxpark Sushi offers tastefully sustainable sushi fare at affordable prices. At Boxpark Sushi, we sustainable sushi that is accessible and fun. We inspire people to think about what they are eating and how we got it to them. We create a space to relax and refresh yourself, responsibly. At Bospark, sushi is our art. Sustainable sushi is our passion. Come join us for fresh, relaxing fun, while enjoying some out-of-this-world sushi that is sure to leave you satisfied. We feature traditional sushi fare along with reimagined recipes that are healthy for you and the environment.

TYPOGRAPHY CHOICES

Futura Light Roman Medium Heavy Black 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

Garamond Premier Pro Regular Italic Bold Bold Italic 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

The voice for Boxpark Sushi has been decided to be one that is friendly, factual and fun. The tone is witty laced with occasional humor. This voice and tone were heavily considered when selecting Futura and Garamond as the type pairing for this project. Boxpark Sushi is focused on responsible, sustainable and healthy eating. The typeface Futura was chosen because it lives up to the promise of a bright future. Historically speaking, Futura is the only typeface to make it to the moon since it was used on the plaque that still rests there. In fact, Futura represents the rational utopia of progress, where everything not only works well, but looks good doing it. This rational utopia of progress aligns with the vision, voice and tone of Boxpark Sushi. The selection of Garamond as a type pairing was chosen because it is considered Michelangeloâ&#x20AC;&#x2122;s David to the type world. This classic typeface is one of familiarity (like Futura) as it has been used countless times in books and is the typeface used for the Google logo. This familiarity of both typefaces was key in supporting the voice of a knowledgeable, friendly person that is trustworthy because these fonts are like a member of extended family. Additionally, Garamond offers another nod to the mission of Boxpark Sushi in that it is one of the most ecofriendly types to print because letterforms use less ink than other similar faces.

TYPOGRAPHY CHOICES The typography of Boxpark Sushi should be consistently used in the manner that is prescribed in this manual. Futura will typically be used for headings and larger type in media assets. Garamond Premier Pro will be used in body copy. Consistently using the type as shown here will help the target audience immediately recognize the brand hierarchy of the restaurant. Typically, headings will be in uppercase and colored in the branded red when on a light or white substrate. If a darker ground is used, then a lighter color or white are to be used. The body copy is almost always in Garamond Premiere Pro Regular unless italics are used for emphasis. See the media asset examples provided as well as the example below for guideance. Also, this entire brand guide has been constructed following these rules.

EXAMPLE:

HEADING 1 (Futura Bold) HEADING 2 (Futura Demi) Body copy will typically be formatted in Garamond Premiere Pro Regular weight. Other wieghts can by used interchangeably as required.

COLOR Maguro Tuna CMYK 8, 84, 81, 1 Pantone P48-14U RGB 220, 79, 62

Nori Seaweed CMYK 80, 56, 70, 50 Pantone P177-16U RGB 40, 63, 55

Kanji Water CMYK 25, 2, 16, 0 Pantone P133-10U RGB 190, 222, 215

Ebi Shrimp CMYK 4, 30, 49, 0 Pantone P24-12U RGB 240, 185, 136

Millennials gravitate toward darker colors and they are perceived as having plenty of positive associations, like sophistication, elegance, and formality. So, it was obvious that a dark color needed to make an appearance as part of the primary color palette. Since the restaurant supports â&#x20AC;&#x153;greenâ&#x20AC;? efforts via sustainably sourced ingredients, Nori (sushi seaweed used in rolls) was an obvious choice for a dark green color to use as a dark that appeals to millennials. Vibrant colors are making a comeback when designing for millennials, so naturally, a more vibrant color needed to be in color harmony with the Nori green selected. In this case, the complementary color of green (in most simple terms) is red, so the tuna used in sushi preparation was used to sample a nice color that is visually stunning next to the Nori green. Red is generally thought to convey feelings of youth and urgency while green is associated with nature, luck and growth: all of which fit well with the voice, tone, and mission of Boxpark Sushi. Another pairing of colors was chosen to create a more evolved color harmony that includes the introduction of cool, bluish green (represents ocean water) and an orange color sampled from sushi shrimp (Ebi). The association for green has been established, but the orange will elicit associations with energy, ambition, and enthusiasm while producing a nice tetradic color palette with the greens.

IMAGERY The imagery of Boxpark Sushi is an amalgam of high quality photos of food, monochromatic images that are placed as a color overlay and vector patterns/texture that is provided. No images of people are to be used because the focus is on the food and its artistry. The patterns to be used have appeared throughout this guide and should serve as a way to use them. Appropriate imagery appears on this page as sample "tiles" for reference when creating ads, social media posts, or other designs. Below are examples of monochromatic images in use:

BOXPARK SUSHI SIGNAGE

BOXPARK SUSHI SIGNAGE RATIONALE

The sign presented communicates the final brand attributes in color and logo design. In color, the red-orange not only derives itself from tuna, it also signifies importance, youthfulness and can raise feelings of hunger. The logo itself is an abstracted leaf and fish tail that represents the sustainable sourcing of sushi ingredients. The blue-green color of the iconography is meant to convey nature and freshness which will communicate the restaurantâ&#x20AC;&#x2122;s mission of providing eco-friendly, sustainable fare. This asset is not tonally different from the other media assets because the color palette used is derived from the established primary color palette for the Boxpark Sushi brand. Visually this asset is different because it contains just the logo/name of the restaurant without any other information to help establish a brand message. The strategic purpose of this assetâ&#x20AC;&#x2122;s design is to attract attention to people passing. The way the colors are used creates balance due to the complimentary nature of the blue-green color and the red. Additionally, the contrast presented makes this sign highly legible at a variety of distances, while the primary use of the branded red color attracts more attention than any other color.

BOXPARK SUSHI POLE BANNER

BOXPARK SUSHI POLE BANNER RATIONALE

The pole banner design communicates the brand through logo, color, type, text and imagery. The logo, as previously discussed, contains a leaf and fish tail that promotes this restaurant as one that sustainably sources its ingredients. The tagline is included in the pole banner design to further communicate Boxpark Sushiâ&#x20AC;&#x2122;s main differentiation in the sushi marketplace: sustainably sourced ingredients. The visual identity is conveyed both with the sustainable imagery of the logo and the playful wit of the tagline and image selected. The hand is holding fours pieces of sushi, which is playful and demonstrates the goodness of the sushi fare. This is tonally similar to the main restaurant signage in color use and the clean aesthetic. As mentioned before, the red color signifies youthfulness and importance. The importance of eco-friendly dining is what is being conveyed. Also, red attracts attention and induces feelings of hunger, which is why the company website is included, so that people will immediately look to the restaurantâ&#x20AC;&#x2122;s online presence in an effort to satiate cravings. The strategic purpose of this media asset is to advertise both the restaurant and what it stands for with a minimal, clean aesthetic. Pole banners, like billboards should not be overly designed and should contain a direct visual message. A successful pole banner will have simplicity while providing key information such as company name, title of an event and websites. Pole banners can be used simply to greet customers or to wish them good cheer and are meant to direct clients to your business while highlighting a product or service.

BOXPARK SUSHI BUS STOP SIGNAGE

BOXPARK SUSHI BUS STOP RATIONALE

The bus stop signage effectively communicates the brand attributes of Boxpark Sushi not only in color palette, typography, imagery and texture, but also in voice and tone. Included in this advertisement is part of the introductory paragraph that will be included on the restaurant website. This serves as a way to establish the brand voice and tone, while making an introduction to passersby and those waiting for public transit. As mentioned before, the color red is an attention getter that signifies youthfulness and importance. The importance being conveyed in the logo iconography and the body copy on this ad is the sustainable efforts being taken by Boxpark Sushi. This asset is visually similar to all others produced because there needs to be a homogenous look and feel that people will start recognizing and associating with the restaurant. As mentioned earlier, the tonality of the advertisement is a little more concise because there is body copy that allows for an introduction to the restaurant and what it stands for. One major advantage to bus shelter advertising is cost effectiveness. This is a relatively large area for pricing considerations that offers frequency of exposure to regular riders and even those passing in a car. Another visibility consideration is the fact that bus stops are always lit up, even when the bus is not running, which contributes to exposure to car traffic and pedestrians. It is proven that properly placed bus stop ads capture attention of passing traffic while being able to reach a captive audience of people waiting for public transportation. Since the target market cannot switch the ad off or make it go away, it is more likely to stick in their memory, giving this platform a big bang for the buck.

BOXPARK SUSHI FACEBOOK PAGE COVER & STORY

BOXPARK SUSHI FACEBOOK RATIONALE

As with prior examples, the Facebook page cover and story communicate the brand with the prescribed color palette, typography, imagery, texture and pattern. The imagery is sushi, which is the product of Boxpark Sushi, so it is appropriate to have this included in the Facebook story. The color palette is primarily composed of the branded red and other palettes which conveys youthfulness, importance and serves to attract attention. This asset communicates the brands identity in messaging and logo. As previously cited, the logo contains a leaf and fish tail (abstracted), which is the essence of the brand message: sustainability. The messaging has the same voice and tone as the other media assets produced and includes the first two lines from the introductory paragraph on the proposed website. Because of this, the visual and tonal representation of this asset is similar to the others produced and will serve to increase recognition of the brand and its attributes through repetition. This is important because millennials want to engage with authentic brand messages and stories that help them better understand their challenges and also get to know who a company is and what they stand for. That is the ultimate strategy for the social media assets produced in this marketing campaign. Content marketing, such as social media, gives your brand the opportunity to make real connections with your target millennial buyers, which is the exact demographic that Boxpark Sushi is trying to reach. The millennial population is the most connected generation in existence and having social media marketing in place is not optional. In fact, according to Neilsen, the app most often accessed by millennial smartphone users is Facebook making this the number one social media asset to target.

REFERENCES

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