Choo's brand book by Davide Giorgetta

OCTOPUS

Experimental restaurant chain

Davide Giorgetta Corporate identity Teacher: Michel De Boer Academic year 2011/2012

Naming

Concept

Colour palettes

Logo behaviour

Colour behaviour

Sketches

Geometric construction

Visibility - Positive/negative

Photography

Form language

Visual behaviour

GRAPHICS APPLICATION

BASIC COMPONENTS

BEGINNING

Brief

Corporate typeface

Letterhead

Envelope

Business card

Restaurant sign

Flyers

Receipts

Animated logo

Website

iPhone app

Menu card

Scoring card

Banners

Poster

T-shirts

Dishes

Tableclothes

Vans

Future identity

ste Fl r ye Ba rs nn er s

PUBLIC COMMUNICATION

at e

An i

lo go

sin

le clo t

Ta b

he s M S c Re en or ce u i ca ng ipt rd ca rd

sit

W eb

ANALOGIC

Va Re ns st au r

irt

Tsh

GRAPHICS APPLICATION

E tte nve rh lo ea pe d

SPATIAL INDEX

INSTITUTIONAL COMMUNICATION

DIGITAL

CHOO’S > BEGINNING > BRIEF

• An international restaurant chain in a complete new format • 6 continents • Ideology based but commercially driven • The objective is to fight for a better life, a better planet, thus better food so against the negative aspects of human behaviour • Two focus points: - bringing ‘kitchens together’ from all over the world and bring this to the people - create a better food awareness by ecological products; protecting yourself and the planet • A fairly small corporate organisation of 5 staff in headquarters • An average of 5 different chefs in each restaurant + staff • The restaurants bring all kinds of foods of the world: italian, chinese, japanese, french, indian, turkish, korean, lebanese, indonesian….. • 50% local/regional staff, rest will be a mix of a variety of nations • The venues: not in triple A city locations but more in creative or upcoming districts…. • The organisation is funded in three ways: - United Food Programme (finance and network) - Sponsors (Businesses, NGO organisations) - Donators (Businesses and individuals) • First opening: end of 2012 Bangkok, Sydney beginning of 2013, Berlin and Boston mid 2013 and Torino end 2013. Other will follow.

Target group Everyone from 16 to 100 Competitors All restaurants, particularthe ones offering “bad ingredients” Pay off The food of change

Corporate identity structure The visual identity must have a place for • Name of restaurant • Location (+ local translation) • Pay-off (based on the debrief/ opinions of the agencies) • The way the client can choose (open and new structure) 1

CHOO’S > BEGINNING > NAMING

BRAINSTORMING BRAINSTORMING

CHOO’S > BEGINNING > NAMING

Choo’s

Yoo

The power of choice

Mixeat!

Foodie

Connecting together 3

CHOO’S > BEGINNING > CONCEPT

The ingredient combinations are represented by 3 different variables (pictograms, writing systems, english language). Its hasn’t the same meaning. This is for accentuate the concept of the difference of ingredients put togther by the chef. The system has also a component of mystery cause people can’t understand all the combination.

Chestnut

Cheese

OCTOPUS

Octopus

3 different variables 3 different meanings

Le combinazioni di ingredienti sono rappresentate da 3 variabili differenti (pittogrammi, sistemi di scrittura, lingua inglese). Non hanno lo stesso significato. Questo è per accentuare il concetto della differenza degli ingredienti messi assieme dallo chef. Il sistema ha anche una componente di mistero poiché le persone non riescono a capire la combinazione nella sua completezza.

CHOO’S > BEGINNING > CONCEPT

The entire meal is composed by courses and each course by several ingredients.

MEAL

APPETIZER

FIRST COURSE

SECOND

DESSERT

Il pasto completo è composto da portate ed ogni portata da singoli ingredienti.

PICTOGRAMS

szalámi

金枪鱼

WRITING SYSTEMS

HUMMUS

One course

ENGLISH LANGUAGE

One course

CHOO’S > BEGINNING > CONCEPT

Food combination flux (meal)

The food combination process is used both for communication material and for the ordination/scoring system. COURSE

Everyone can create his own flux COURSE

Everyone can choose the flux of everyone

OCTOPUS

Everyone can try a new experience COURSE

CARROT

CHEF

AMIR S U DA N

Everyone can help the world

In the bottom of the food combination flux there is another section for the chef who cook the meal. Its composed by a picture in greyscale, the name of the chef and his nationality. The food is cooked by human hands and this is the last variable of the flux. Nella parte finale del flusso di combinazione di cibi c’é un’altra sezione per lo chef che prepara il pasto. È composta da una fotografia in bianco e nero, il nome dello chef e il suo stato di provenienza. Il cibo è cucinato da mani umane e questa è l’ultima variabile del flusso.

CHOO’S > BEGINNING > CONCEPT

ORDINATION SHARING SYSTEM

CREATE

ORDER

Website

Restaurant

VISIT

RESTAURANT

WEBSITE ORDER COURSES CREATING FLOWS

CHOOSE

ORDER LOCAL COURSES

CHOOSE

GET INFORMATIONS ABOUT FOOD AND PLACES

TRAVEL

GET INFORMATIONS ABOUT FOOD AND PLACES

TRAVEL

JOIN TO AND SUPPORT ECOLOGIC PROGRAMS

JOIN

EAT LOCAL FOOD OR FOOD CHOSEN BY YOURSELF

EAT

JOIN TO AND SUPPORT ECOLOGIC PROGRAMS

JOIN 7

CHOO’S > BEGINNING > CONCEPT

Ways to eat in a Choo’s reastaurant:

1) To go to the restaurant

CHOO’S

LOCAL FOOD

CHOO’S

FOOD YOU HAVE CHOSEN

ORDER

2) To order your courses on the internet and then go to the restaurant

CHOO’S > BASIC COMPONENTS > CORPORATE TYPEFACE

Caecilia (Peter Matthias Noordzij, 1990)

abcdefghijklmnopqrtuvwxyz ABCDEFGHIJKLMNOPQRSTUVWX Z àáâãäåèéêëìíîïñòóõöùúûüýÿšž ÀÁÂÃÄÅÈÉÊËÌÍÎÏÑÒÓÔÕÖÙÚÛÜÝŠŽ fifjflffffiffjffloeaeOEAE 0123456789

TEXTS

Gotham Rounded (Hoefler & Frere-Jones, 2000)

abcdefghijklmnopqrtuvwxyz ABCDEFGHIJKLMNOPQRSTUVWX Z àáâãäåèéêëìíîïñòóõöùúûüýÿšž ÀÁÂÃÄÅÈÉÊËÌÍÎÏÑÒÓÔÕÖÙÚÛÜÝŠŽ fifjflffffiffjffloeaeOEAE 0123456789

BRAND

Caecilia regular, 11pt Caecilia regular italic, 11pt

In Ancient Rome, thermopolia (singular thermopolium) were small restaurant-bars which offered food and drinks to the customer. Furthemore, eating out was considered an important aspect of socialising.

In Ancient Rome, thermopolia (singular thermopolium) were small restaurantbars which offered food and drinks to the customer. Furthemore, eating out was considered an important aspect of socialising.

Caecilia bold, 11pt

Caecilia bold italic, 11pt

Caecilia regular, 9pt

In Ancient Rome, thermopolia (singular thermopolium) were small restaurantbars which offered food and drinks to the customer. Furthemore, eating out was considered an important aspect of socialising.

Caecilia regular italic, 9pt

Caecilia regular, 7pt

In Ancient Rome, thermopolia (singular thermopolium) were small restaurantbars which offered food and drinks to the customer. Furthemore, eating out was considered an important aspect of socialising.

Caecilia bold, 9pt

In Ancient Rome, thermopolia (singular thermopolium) were small restaurantbars which offered food and drinks to the customer. Furthemore, eating out was considered an important aspect of socialising.

Caecilia bold italic, 9pt

In Ancient Rome, thermopolia (singular thermopolium) were small restaurantbars which offered food and drinks to the customer. Furthemore, eating out was considered an important aspect of socialising.

Caecilia regular italic, 7pt

In Ancient Rome, thermopolia (singular thermopolium) were small restaurantbars which offered food and drinks to the customer. Furthemore, eating out was considered an important aspect of socialising.

Caecilia bold, 7pt

In Ancient Rome, thermopolia (singular thermopolium) were small restaurantbars which offered food and drinks to the customer. Furthemore, eating out was considered an important aspect of socialising.

Caecilia bold italic, 7pt

Caecilia bold italic, 5pt

Caecilia bold, 5pt

Caecilia regular italic, 5pt

Caecilia regular, 5pt

CHOOâ&#x20AC;&#x2122;S > BASIC COMPONENTS > CORPORATE TYPEFACE

In Ancient Rome, thermopolia (singular thermopolium) were small restaurantbars which offered food and drinks to the customer. Furthemore, eating out was considered an important aspect of socialising.

CHOO’S > BASIC COMPONENTS > COLOUR PALETTE

K=100%

TEXTS GRAPHICS PICTOGRAMS PHOTOS (GREYSCALE)

IMPLEMENTATION ITEMS K=0%

TEXTS GRAPHICS PICTOGRAMS

K=100%

FURNITURES

INTERIOR DESIGN Wood

FLOORING FURNITURES

CHOO’S > BASIC COMPONENTS > LOGO BEHAVIOUR

LOGO + CLAIM

RESTAURANT SIGN WEBSITE BANNERS FLYERS DISHES VANS ANIMATED LOGO TABLECLOTHES RECEIPTS POSTERS T-SHIRTS

Not less than 4 cm width and not less than 9 pt for the claim.

LOGO + CLAIM + DECLINATION

LETTERHEAD ENVELOPE BUSINESS CARD MENU CARDS SCORING CARD

Not less than 4 cm width and not less than 9 pt for the claim. (without geographic declination)

The food of change

BANGKOK The food of change

BOSTON The food of change

TURIN The food of change

SYDNEY The food of change

BERLIN The food of change

CHOO’S > BASIC COMPONENTS > COLOUR BEHAVIOUR

SINGULAR VERSION

DOUBLE VERSION

Items that have only one version.

Items that have two versions: one in positive (white background) and one in negative (black background).

LETTERHEAD ENVELOPE BANNERS POSTERS WEBSITE iPHONE APP VANS SCORING PAPER MENU

BUSINESS CARD T-SHIRTS FLYERS DISHES

CHOO’S > BASIC COMPONENTS > SKETCHES

CHOO’S > BASIC COMPONENTS > LOGO GEOMETRIC CONSTRUCTION

The food of change

BANGKOK The food of change

CHOO’S > BASIC COMPONENTS > VISIBILITY - POSITIVE/NEGATIVE

20%

40%

60%

80%

100%

CHOO’S > BASIC COMPONENTS > PHOTOGRAPHY

The pictures portrait chefs in a “non-commercial” language (while they are working) in real situations. Each chef have to look the camera. Pictures are in greyscale and cutted in the bottom. Le fotografie ritraggono gli chef con un linguaggio “non-commerciale” (mentre stanno lavorando) in situazioni reali. Ogni chef deve guardare in camera. Le fotografie sono in scala di grigi e tagliate nella parte bassa.

CHOO’S > BASIC COMPONENTS > FORM LANGUAGE

The fluxes are composed by different kinds of variables interlocked one upon another.

ντομάτα OCTOPUS

RUPERT ENGLAND

BLACK PEPPER

CHANGPU CHINA

I flussi sono composti da differenti variabili concatenate un sopra l’altra.

CARROT

AMIR S U DA N

CHOO’S > BASIC COMPONENTS > VISUAL BEHAVIOUR

The groups of variables are positioned consecutively in a vertical strip and divided by a dotted line. The whole of its is the identity of the restaurant.

バナナ

布丁

ձեթ

Gråsej CHEESE

ντομάτα BLACK PEPPER

金枪鱼

‫قدنب‬ EGGPLANT

FIG

OCTOPUS

‫סגא‬

szalámi

BASIL

‫לגוק‬ OCTOPUS

I gruppi di variabili sono posizionati consecutivamente in una striscia verticale e divisi da una linea punteggiata. Il loro insieme costituisce l’identità del ristorante.

‫مرک‬ CHEESE

პური CINNAMON

T O M AT O

EGG

BEAN

κρέμα SUGAR

CARROT

WAT E R M E L O N

CHOO’S > GRAPHIC APPLICATION > STATIONERY > LETTERHEAD

BANGKOK The food of change

The food of change

Spett. Denis Wood Craven Road, 7 31100 London Great Britain

Thanon Pracha Songkhro, 28 Bangkok, Thailand t +39 0722 2428 f +39 0722 4092 info@choos.com www.choos.com

Bangkok, September 21th 2013 Dear Denis, The prequel trilogy follows the life of a young slave named Anakin Skywalker, who is discovered by the Jedi Knight Qui-Gon Jinn on the desert planet Tatooine. Qui-Gon comes to believe that Anakin is the “Chosen One” foretold by Jedi prophecy to bring balance to the Force, and he helps liberate the boy from slavery. The Jedi Council, led by Yoda, sense that Anakin’s future is clouded by fear, but reluctantly allow Qui-Gon’s apprentice Obi-Wan Kenobi to train Anakin after Qui-Gon is killed by the Sith Lord Darth Maul. At the same time, the planet Naboo is under attack, and its ruler, Queen Padmé Amidala, seeks the assistance of the Jedi to repel the attack. The Sith Lord Darth Sidious secretly planned the attack to give his alter ego, Senator Palpatine, a pretense to overthrow the Supreme Chancellor of the Galactic Republic and take his place. The remainder of the prequel trilogy chronicles Anakin’s gradual fall to the dark side of the Force as he fights in the Clone Wars, which Palpatine secretly engineers in order to destroy the Republic and lure Anakin into his service. [5] Anakin and Padmé fall in love and secretly wed, and eventually Padmé becomes pregnant. Anakin has a prophetic vision of Padmé dying in childbirth, and Palpatine convinces him that the dark side holds the power to save her life; desperate, Anakin submits to the dark side and takes the Sith name Darth Vader. While Palpatine re-organizes the Republic into the tyrannical

The prequel trilogy follows the life of a young slave named Anakin Skywalker, who is discovered by the Jedi Knight Qui-Gon Jinn on the desert planet Tatooine. Qui-Gon comes to believe that Anakin is the “Chosen One” foretold by Jedi prophecy to bring balance to the Force, and he helps liberate the boy from slavery. The Jedi Council, led by Yoda, sense that Anakin’s future is clouded by fear, but reluctantly allow Qui-Gon’s apprentice Obi-Wan Kenobi to train Anakin after Qui-Gon is killed by the Sith Lord Darth Maul. At the same time, the planet Naboo is under attack, and its ruler, Queen Padmé Amidala, seeks the assistance of the Jedi to repel the attack. The Sith Lord Darth Sidious secretly planned the attack to give his alter ego, Senator Palpatine, a pretense to overthrow the Supreme Chancellor of the Galactic Republic and take his place. The remainder of the prequel trilogy chronicles Anakin’s gradual fall to the dark side of the Force as he fights in the Clone Wars, which Palpatine secretly engineers in order to destroy the Republic and lure Anakin into his service.Anakin and Padmé fall in love and secretly wed, and eventually Padmé becomes pregnant. Anakin has a prophetic vision of Padmé dying in childbirth, and Palpatine convinces him that the dark side holds the power to save her life; desperate, Anakin submits to the dark side and takes the Sith name Darth Vader. While Palpatine reorganizes the Republic into the tyrannical Galactic Empire— appointing himself Emperor for life—Vader participates in the extermination of the Jedi Order, culminating in a lightsaber battle between himself and Obi-Wan on the volcanic planet Mustafar. Obi-Wan ultimately defeats his former apprentice and friend, severing his limbs and leaving him for dead beside a lava flow. However, Palpatine arrives shortly afterward and saves Vader, putting him into a black, mechanical suit of armor that keeps him alive. At the same time, Padmé dies while giving birth to twins Luke and Leia. The twins are hidden from Vader and are not told who their real parents are.

The letterhead has two kinds of pagination: one for the first page and one for the other several pages. In the first page the logo has the geographic declination and in the other pages has its basic version. La carta intesta ha due tipi di impaginazione: uno per la prima pagina e un altro per le pagine successive alla prima. Nella prima pagina il logo ha la sua declinazione geografica, cosa che non compare nelle altre pagine.

Tatooine has two suns, as it is in a binary star system. This shot from A New Hope remains one of the most famous scenes of the entire saga.

See you soon, Simon De Cole

Galactic Empire—appointing himself Emperor for life— Vader participates in the extermination of the Jedi Order, culminating in a lightsaber battle between himself and ObiWan on the volcanic planet Mustafar.

FRONT_FIRST PAGE FRONTE_PRIMA PAGINA

Format: 297 x 210 mm (UNI A4) Scale: 35% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

FRONT_OTHER PAGES FRONTE_ALTRE PAGINE

Font: Fixed elements Informations: Caecilia regular, 10pt Variable elements Recipient: Caecilia regular, 12pt Date: Caecilia regular italic, 14pt Text: Caecilia regular, 12pt

LETTERHEAD

CHOO’S > GRAPHIC APPLICATION > STATIONERY > LETTERHEAD

The back of the letterhead is printed with a dynamic content. The image changes each time the letterhead is reprinted using the most scored variable flux on the website at the time.

OCTOPUS

Sul retro della carta intestata è stampato con contenuti dinamici. L’immagine cambia ogni volta che la carta intestata viene ristampata usando il flusso di variabili più votato del momento sul sito.

CARROT

AMIR S U DA N

BACK RETRO

Format: 297 x 210 mm (UNI A4) Scale: 35% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

Font: Variable elements Ingredients: Caecilia regular, 14pt Chef’s name: Caecilia regular italic, 14pt Chef’s nationality: Caecilia bold, 14pt

LETTERHEAD

CHOO’S > GRAPHIC APPLICATION > STATIONERY > LETTERHEAD

OCTOPUS

ντομάτα BLACK PEPPER

OCTOPUS

CARROT

CHANGPU CHINA

RUPERT ENGLAND

BACK EXAMPLES ESEMPI DI RETRI

Format: 297 x 210 mm (UNI A4) Scale: 35% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

Font: Variable elements Ingredients: Caecilia regular, 14pt Chef’s name: Caecilia regular italic, 14pt Chef’s nationality: Caecilia bold, 14pt

LETTERHEAD

CHOOâ&#x20AC;&#x2122;S > GRAPHIC APPLICATION > STATIONERY > LETTERHEAD

The food of change

Thanon Pracha Songkhro, 28 Bangkok, Thailand t +39 0722 2428 f +39 0722 4092

BANGKOK

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The food of change

Spett. Denis Wood Craven Road, 7 31100 London Great Britain

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info@choos.com www.choos.com p. iva 02313821007

ber umquam hit as maximus apiciis pedi doluptas inus sae. Nimillaut quatus idigenis prae molentur, consequiatis de mostemodis at fugiatinum nus asitibe atureraecum quam ducit, quis suntumentio conse num q uibus, tet labo. Nati temoluptios alicat as excesci quodit vita explandis alit, alis volupta eceatus im facculp archili tassedis doluptam ut dist ut aped mi, ut modipsam, nullumet quam ut a asseque la conseque vollori undam quatem comnihici dentio te ipissimet esti ut eum expelis ea quid et fuga. Itae il ipsapid utemqui quo offictotatur autem que

emodis at fugiatinum nus asitibe atureraecum quam ducit, quis suntumentio conse num quibus, tet labo. Nati temoluptios alicat as excesci quodit vita explandis alit, alis volupta eceatus im facculp archili tassedis doluptam ut dist ut aped mi, u Harumqui rem harchil luptisquosto doloritatis imet fugia non cuptatet ommos auda et, quiaecae. Et moditius nustio eos es sitatec aecatur, con nosae. Ut re porehendel ipsant maxim idipient esediciis alia dentem volupta dolorunt qui temquia velit prorporum quidisqui dolorest, optam eaquid maionse quodis simi, tem quo quati nis errum quatinis excest porum explata dolupturit faccull orrunt. Nis eossimus. Re solorrumque volorrum fugias eumet idioressus ullore aut volesto ips

unt aut facestrum rerumet occaborro di sitiber umquam hit as maximus apiciis pedi doluptas inus sae. Nimillaut quatus idigenis prae molentur, consequiatis de mostemodis at fugiatinum nus asitibe atureraecum quam ducit, quis suntumentio conse num quibus, tet labo. Nati temoluptios alicat as excesci quodit vita explandis alit, alis volupta eceatus im facculp archili tassedis

RENDERING RENDERING

LETTERHEAD

CHOO’S > GRAPHIC APPLICATION > STATIONERY > ENVELOPE

Thanon Pracha Songkhro, 28 Bangkok, Thailand

info@choos.com www.choos.com

La busta da lettere è stampata con contenuti dinamici. L’immagine cambia ogni volta che la busta da letere viene ristampata usando il flusso di variabili più votato del momento sul sito.

BANGKOK

CHEESE

Gråsej

BASIL

‫סגא‬

The food of change

The envelope is printed with a dynamic content. The image changes each time the envelope is reprinted using the most scored variable flux on the website at the time.

OCTOPUS

OUTSIDE ESTERNO

Format: 250 x 240 mm Scale: 60% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

INSIDE INTERNO

Font: Fixed elements Informations: Caecilia light, 9pt Variable elements Ingredients: Caecilia regular, 12pt

ENVELOPE

CHOO’S > GRAPHIC APPLICATION > STATIONERY > ENVELOPE

info@choos.com www.choos.com

Thanon Pracha Songkhro, 28 Bangkok, Thailand The food of change

info@choos.com www.choos.com

ENVELOPE WITH WINDOW BUSTA DA LETTERE CON FINESTRA

Thanon Pracha Songkhro, 28 Bangkok, Thailand

BANGKOK The food of change

BANGKOK

ENVELOPE WITHOUT WINDOW BUSTA DA LETTERE SENZA FINESTRA

Gråsej CHEESE

‫סגא‬ BASIL

OCTOPUS

OPEN ENVELOPE BUSTA DA LETTERE APERTA

ENVELOPE

Thanon Pracha Songkhro, 28 Bangkok, Thailand t +39 0722 2428 f +39 0722 4092

OCTOPUS

info@choos.com www.choos.com p. iva 02313821007

FRONT 1 FRONTE 1

VERSION 1

CHOO’S > GRAPHIC APPLICATION > STATIONERY > BUSINESS CARD

BACK 1 RETRO 1

The business card is printed with a dynamic content. The image in the front changes each time the business card is reprinted using the most scored variable flux on the website at the time. Il biglietto da visita è stampato con contenuti dinamici. L’immagine sul fronte cambia ogni volta che il biglietto da vista viene ristampato usando il flusso di variabili più votato del momento sul sito.

Thanon Pracha Songkhro, 28 Bangkok, Thailand t +39 0722 2428 f +39 0722 4092 info@choos.com www.choos.com p. iva 02313821007

FRONT 2 FRONTE 2

Format: 60 x 90 mm Scale: 80% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

VERSION 2

BANGKOK

BACK 2 RETRO 2

Font: Fixed elements Informations: Caecilia light, 8pt Variable elements Ingredients: Caecilia regular, 12pt

BUSINESS CARD

Thanon Pracha Songkhro, 28 Bangkok, Thailand t +39 0722 2428 f +39 0722 4092

OCTOPUS

abhisit@choos.com

info@choos.com www.choos.com p. iva 02313821007

FRONT 1 FRONTE 1

CHEF Abhisit Vejjajiva Thailand

VERSION 1

CHOO’S > GRAPHIC APPLICATION > STATIONERY > PERSONALIZED BUSINESS CARD

BACK 1 RETRO 1

Thanon Pracha Songkhro, 28 Bangkok, Thailand t +39 0722 2428 f +39 0722 4092 info@choos.com www.choos.com p. iva 02313821007

FRONT 2 FRONTE 2

Format: 60 x 90 mm Scale: 80% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

CHEF Abhisit Vejjajiva Thailand abhisit@choos.com

VERSION 2

BANGKOK

BACK 2 RETRO 2

Font: Fixed elements Informations: Caecilia light, 8pt Variable elements Ingredients: Caecilia regular, 12pt Chef’s name: Caecilia regular, 10pt Chef’s nationality: Caecilia regular italic, 10pt Chef’s e-mail: Caecilia light, 10pt

PERSONALIZED BUSINESS CARD 27

CHOO’S > GRAPHIC APPLICATION > RESTAURANT SIGN

The restaurant sign is composed by two parts: logo and variables fluxes. The first is fixed and the second varies in relation of the website rating system. The single elements are magnetes with a white side applied on metallic walls. L’insegna del ristorante è composta da due parti: il logo e i flussi di variabili. Il primo è fisso mentre i secondi variano in relazione al sistema di votazioni del sito web. I singoli elementi sono calamite con un lato bianco da applicare a pareti metalliche.

Format: 500 x 1500 mm (logo) Scale: 10% Colour: //

Font: Fixed elements Informations: Caecilia light, 8pt Variable elements Ingredients: Caecilia regular, 12pt

RESTAURANT SIGN

CHOO’S > GRAPHIC APPLICATION > RESTAURANT SIGN

RESTAURANT SIGN APPLICATION APPLICAZIONE DELL’INSEGNA DEL RISTORANTE

RESTAURANT SIGN

CHOO’S > GRAPHIC APPLICATION > FLYER

Flyers are printed with a dynamic content. The images change each time flyers card are reprinted using the most scored food combination fluxes on the website at the time.

What’s on the other side of this flyer?

Try it!

I volantini sono stampati con contenuti dinamici. Le immagini cambiano ogni volta che i volatini vengono ristampati usando i flussi di combinazioni di cibo più votati del momento sul sito.

Thanon Pracha Songkhro, 28 Bangkok, Thailand

FRONT 1 (BLACK VERSION) FRONTE 1 (VERSIONE NERA)

FRONT 1 (WHITE VERSION) FRONTE 1 (VERSIONE BIANCA)

BACK 1 RETRO 1

What’s on the other side of this flyer?

Try it!

The food of change Thanon Pracha Songkhro, 28 Bangkok, Thailand

FRONT 2 (BLACK VERSION) FRONTE 2 (VERSIONE NERA)

Format: 120 x 120 mm Scale: 80% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

FRONT 2(WHITE VERSION) FRONTE 2 (VERSIONE BIANCA)

Font: Fixed elements Informations: Caecilia light, 8pt Question: Caecilia light, 14pt Try it: Caecilia bold, 16pt Variable elements Ingredients: Caecilia regular, 10pt

BACK 2 RETRO 2

FLYER

CHOO’S > GRAPHIC APPLICATION > RECEIPTS

At the bottom of the receipt will be printed the variables flux of the meal and a QR code to upload it on the website.

The food of change Thanon Pracha Songkhro, 28 Bangkok, Thailand t +39 0722 2428 f +39 0722 4092 p. iva 02313821007

THB 200 100 500

Gråsej CHEESE

300

100

პური CINNAMON

TOTAL

Nella parte bassa dello scontrino sarà stampato il flusso di variabili del pasto e un QR code per caricarlo nel sito web.

1200

Gråsej CHEESE

WAT E R M E L O N

პური CINNAMON

VARIABLES FLUX

RED WINE 200CL WATER 50 CL COURSE 1 Roasted beef Soy sauce Boiled chickpeas COURSE 2 Sashimi Hummus sauce DESSERT Banana split Strawberry syrup

WAT E R M E L O N

AMIR S U DA N

Here is your meal on WWW.CHOOS.COM

Format: variable x 50 mm Scale: 50% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

QR CODE

Font: Variable elements Ingredients: Caecilia regular, 7pt Website: Caecilia bold, 12pt Prieces: Caecilia light, 10pt Items: Caecilia regular, 10pt

RECEIPTS

CHOO’S > GRAPHIC APPLICATION > STORYBOARD FOR ANIMATED LOGO ON SCREEN Fade in

Motion

The movie starts with variable elements that appears subsequentially in the canvas. Sometimes its stop in the black dish and restart the movement. In the end the dish moves out of the canvas showing the logo on the wooden table. Then appears the claim fading.

(For other several times) 9

Il video inizia con gli elementi delle variabili che scorrono sequenzialmente nell’inquadratura. Regolarmente essi si fermano all’interno del piatto per poi ripartire. Alla fine il piatto si sposta per mostrare il logo sul tavolo di legno. Poi compare lo slogan in dissolvenza.

Fade in

Format: 768 x 1024 px Scale: 10% Colour: //

STORYBOARD FOR ANIMATED LOGO ON SCREEN

CHOO’S > GRAPHIC APPLICATION > WEBSITE

ORDINATE

CHARTS

MAP

CONTACTS

პური

CARROT

OCTOPUS

By Boris

By Ahmed

ABOUT

‫סגא‬ BASIL

CINNAMON

By Zhou

By Luciano

WHAT IS CHOO’S?

SUSTAINABLE DEVELOPEMENT

1% TO THE WORLD

Dolore ratibea nihita sum, volupientiur alis praEt rem. Os dolor mo et moditin rem fuga. Il maximus moluptat etur magnatemqui id modia sumquistiam volor aut qui acest labo. Ero doluptas apit reped quam sequi consequam, cus es dolupta ecabo. Dolorit, cupta exernate que vero maximen ducidus, omnias plaut exceper epellXerore ma dis re eossit ium exerum eic to maximpos nonsere pudam, acium non rat omnienis everore re con reius utem quia consequia id quis

BLACK PEPPER

By Hannah

HOMEPAGE HOMEPAGE

Format: 1600 x 1200 px Scale: 30% Colour: //

Font: Caecilia light Caecilia regular Caecilia bold

WEBSITE

CHOO’S > GRAPHIC APPLICATION > WEBSITE

ORDINATE

CHARTS

MAP

CONTACTS

ABOUT

ORDINATE

CHARTS

MAP

CONTACTS

ABOUT

How many people?

CREATE MOST SCORED MEAL OF THE DAY

How many people?

SUGGESTIONS

How many people?

EXPLORE

SEND

HOMEPAGE > ORDINATE HOMEPAGE > ORDINA

Format: 1600 x 1200 px Scale: 30% Colour: //

Font: Caecilia light Caecilia regular Caecilia bold

MOST SCORED MEAL OF THE WEEK

OCTOPUS

CARROT

AMIR S U DA N

MOST SCORED DISH OF THE DAY

OCTOPUS

Dolore ratibea nihita sum, volupientiur alis praEt rem. Os dolor mo et moditin rem fuga. Il maximus moluptat etur magnatemqui

MOST SCORED DISH OF THE WEEK

‫סגא‬ BASIL

Dolore ratibea nihita sum, volupientiur alis praEt rem. Os dolor mo et moditin rem fuga. Il maximus moluptat etur magnatemqui

HOMEPAGE > CHARTS HOMEPAGE > CLASSIFICHE

WEBSITE

CHOO’S > GRAPHIC APPLICATION > WEBSITE

ORDINATE

CHARTS

MAP

CONTACTS

ABOUT

ORDINATE

CHARTS

MAP

CONTACTS

ABOUT

How many people?

OCTOPUS

CREATE

HOMEPAGE > MAP HOMEPAGE > MAPPA

Format: 1600 x 1200 px Scale: 30% Colour: //

HOMEPAGE > ORDINATE > CREATE HOMEPAGE > ORDINA > CREA

Font: Caecilia light Caecilia regular Caecilia bold

WEBSITE

CHOO’S > GRAPHIC APPLICATION > WEBSITE

HOME

Create

Ordinate

Charts

Map

Score

Restaurants

Bangkok

Turin

Berlin

Contacts

About

What’s Choo’s?

Boston

Sydney

Sustainability

CHOO’S > GRAPHIC APPLICATION > iPHONE APP

ORDINATE

CREATE

How many people?

When?

Name?

OCTOPUS

SEND

LOADING CARICAMENTO

Format: 960 x 640 px Scale: 85% Colour: //

ORDINATION ORDINAZIONE

Font: Caecilia light Caecilia regular Caecilia bold

MAP MAPPA

DISHES CREATION CREAZIONE PIATTI

iPHONE APP

CHOO’S > GRAPHIC APPLICATION > MENU CARD

The menu card is divided in two parts: the local menu section and the “most scored” food section. In the first part there are foods by the place of the restaurant and in the second part there is an insert. Every day the most scored food combinations are printed and put in the insert and the client can choose its. This is a indirect connection with the website.

GLOSSY INK

Il menu è diviso in due parti: la sezione del menu locale e la sezione dei cibi “più votati”. Nella prima parte vi sono le pietanze del luogo dove si trova il ristorante e nella seconda si trova un inserto. Ogni giorno le combinazioni di cibo più votate sono stampate e inserite nell’inserto così che il cliente possa sceglierle. Questo crea una connessione indiretta col sito web.

COVER COPERTINA LOCAL FOOD NOODLES 200 THB PHAD THAI Pan-fried noodles with chicken or shrimp, bean sprouts, scallions and egg. Topped with ground peanuts.

WONTON SOUP Pork-dumpling soupcooked with shrimp, chicken and bean sprout and topped with garlic oil.

GLOBAL FOOD 200 THB

(www.choos.com)

TOM KHA GAL 300 THB White meat chicken, coconut milk, mushroom, red onion and tomato flavored, with galanga kaffir-lime leaf, lemongrass and lime juice.

PHAD SEE-EW Your choice of chicken, beef or pork stir-fried with large rice noodle, broccoli, black pean sauce, soy sauce, sugar and mildy spiced.

200 THB

PHAD KEE MAO Stir-fried large rice noodle with bean sprouts, onion, basil leaves, carrots, broccoli, and your choice of chicken, beef or pork.

250 THB

TOM YUM GAI 250 THB Hot and sour soup with chicken, mushroom, red onion spieced with kaffir-lime leaf, lemongrass and lime juice.

THAI LO MEIN Stir-fried egg noodle with onion, green onion, carrot, cabbage, snow pea, baby corn and your choice of chicken, beef or pork.

250 THB

TOM YUM GROONG 300 THB Hot and sour soup with shrimp,mushroom, red onion, and flavored with kaffir-lime leaf, lemongrass and lime juice. PRINCE OF THE SEA Seafood combination soup of shrimp, scallop, crabmeat and squid seasoned with kaffir-lime leaf, lemongrass and lime juice.

SOUPS VEGETABLE SOUP Clear soup cooked with cabbage, baby corn, broccoli, carrot, mushroom, and dooped with garlic oil.

200 THB

CHOOSE YOUR FOOD ON THE CHOO’S WEBSITE AND ORDER IT!

HERE IS THE MOST RATED FOOD COMBINATION OF THE WEEK:

by Samir

by Karl

www.choos.com/samir

www.choos.com/karl

Sunny side up

Gråsej

OCTOPUS

პური

SALADS THAI SALAD Ramaine heats sliced tomato, fried tofu, bean sprouts, boiled egg, potato chips served with Thai peanut dressing.

Tuna with cheese and herbs

CHEESE

Salmon and octopus with chestnut cream

300 THB

Roasted codfish with carrot and cheese garnish

150 THB

Boiled egg with ginger and cinnamon.

CINNAMON

CARROT

INTERCHANGEBLE ELEMENT BASED ON WEBSITE FOOD COMBINATION RATINGS.

INSIDE INTERNO

Format: 200 x 200 mm Scale: 30% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

Font: Fixed elements Titles: Gotham Rounded, 25pt Categories: Caecilia bold, 16pt Dishes: Caecilia regular, 12pt

Variable elements Ingredients: Caecilia regular, 8pt Components: Caecilia regular italic, 12pt

MENU CARD

CHOOâ&#x20AC;&#x2122;S > GRAPHIC APPLICATION > MENU CARD

CHEFS

The menu card has a section about chefs and another insert with a scoring card inside.

CHEFS

Il menu dispone di una sezione per la scelta dello chef e un altro inserto per contenere la carta dei punteggi. Rupert Wood

Changpu Xiong

Amir Saeed

Mohamed Al-Idrisi

ENGLAND

CHINA

SUDAN

EGYPT

Pan-fried noodles with chicken or shrimp, bean sprouts, scallions andopped with ground peanuts. Pan-fried n egg. Topped with ground peanuts.

leaf, lemongrass and lime juice. peanut dressing.s with chicken or shrimp, bean sprouts, scallions andopped with ground peanuts. Pan-fried n egg. Topped with grou

Pan-fried noodles with chicken or shrimp, bean sprouts, scallions and egg. Topped with ground peanuts.

s with chicken or shrimp, bean sprouts, scallions andopped with ground peanuts. Pan-fried n egg. Topped with grou

Pan-fried noodles with chicken or shrimp, bean sprouts, scallions andopped with ground peanuts. Pan-fried n egg. Topped with ground peanuts.

leaf, lemongrass and lime juice. peanut dressing.s with chicken or shrimp, bean sprouts, scallions andopped with ground peanuts. Pan-fried n egg. Topped with grou s with chicken or shrimp, bean sprouts, scallions andopped with ground peanuts. Pan-fried n egg. Topped with grou

CHEF SECTION SEZIONE CHEF LOCAL FOOD NOODLES 200 THB PHAD THAI Pan-fried noodles with chicken or shrimp, bean sprouts, scallions and egg. Topped with ground peanuts.

WONTON SOUP Pork-dumpling soupcooked with shrimp, chicken and bean sprout and topped with garlic oil.

SCORING CARD 200 THB

300 THB TOM KHA GAL White meat chicken, coconut milk, mushroom, red onion and tomato flavored, with galanga kaffir-lime leaf, lemongrass and lime juice.

PHAD SEE-EW Your choice of chicken, beef or pork stir-fried with large rice noodle, broccoli, black pean sauce, soy sauce, sugar and mildy spiced.

200 THB

PHAD KEE MAO Stir-fried large rice noodle with bean sprouts, onion, basil leaves, carrots, broccoli, and your choice of chicken, beef or pork.

250 THB

TOM YUM GAI 250 THB Hot and sour soup with chicken, mushroom, red onion spieced with kaffir-lime leaf, lemongrass and lime juice.

THAI LO MEIN Stir-fried egg noodle with onion, green onion, carrot, cabbage, snow pea, baby corn and your choice of chicken, beef or pork.

250 THB

SOUPS VEGETABLE SOUP Clear soup cooked with cabbage, baby corn, broccoli, carrot, mushroom, and dooped with garlic oil.

200 THB

Insert your scoring card here and help us to be better!

SCORING CA RD

300 THB

SALADS THAI SALAD Ramaine heats sliced tomato, fried tofu, bean sprouts, boiled egg, potato chips served with Thai peanut dressing.

150 THB

INSIDE + SCORING CARD INSERT INTERNO + INSERTO PER CARTA DEI PUNTEGGI

Format: 200 x 200 mm Scale: 30% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

Font: Fixed elements Titles: Gotham Rounded, 25pt Categories: Caecilia bold, 16pt Dishes: Caecilia regular, 12pt Variable elements Ingredients: Caecilia regular, 8pt Components: Caecilia regular italic, 12pt

MENU CARD

CHOOâ&#x20AC;&#x2122;S > GRAPHIC APPLICATION > SCORING CARD

ADD A MEAL Write your meal here!

SCORE A MEAL

Write your chef here!

Tick your score here!

Write your table number here!

1 2 Write your table number here!

Write your username here!

The scoring card enable the client to add a personal meal in the website database or to score an existent meal from another user. Who wants can fill it at the end of the meal and deliver it at the cash. La carta dei punteggi permette al cliente di aggiungere un pasto personale al database del sito web o di votare il pasto di un altro utente. Chi volesse puĂ˛ riempirlo alla fine del pasto e consegnarlo alla cassa.

5 6 Write your username here!

7 8 9 10

Write your e-mail here!

BANGKOK The food of change

Format: 210 x 297 mm (UNI A4) Scale: 60% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

Font: Fixed elements Titles: Caecilia regular, 25pt Sentences: Caecilia regular, 12pt

SCORING CARD

CHOO’S > GRAPHIC APPLICATION > BANNERS

Banners are printed with a dynamic content. The images change each time banners card are reprinted using the most scored food combination fluxes on the website at the time.

Gråsej WAT E R M E L O N

CHEESE

CARROT

‫סגא‬ T O M AT O

პური

BASIL

Gråsej CHEESE

T O M AT O

I banner sono stampati con contenuti dinamici. Le immagini cambiano ogni volta che i banner vengono ristampati usando i flussi di combinazioni di cibo più votati del momento sul sito.

CINNAMON

‫قدنب‬ EGGPLANT

3 EXAMPLES OF BANNERS WITH DYNAMIC CONTENT 3 ESEMPI DI BANNER CON CONTENUTI DINAMICI

Format: 1000 x 7000 mm Scale: 10% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

Font: Variable elements Ingredients: Caecilia regular, 50pt

BANNERS

CHOO’S > GRAPHIC APPLICATION > BANNERS

BANNER APPLICATION APPLICAZIONE DEL BANNER

BANNERS

CHOO’S > GRAPHIC APPLICATION > BANNERS

Gråsej årG jes ES

CHEE

WA T

C EH

ERME

CARR

LON

OCTOPUS

OCTO

CARROT

PUS

OTHER BANNER APPLICATIONS ALTRE APPLICAZIONI DI BANNER

BANNERS

CHOO’S > GRAPHIC APPLICATION > POSTERS

პური

CARROT

Thanon Pracha Songkhro, 28 Bangkok, Thailand

WAT E R M E L O N

CINNAMON

WWW.CHOOS.COM

Format: 1000 x 700 mm Scale: 20% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

Posters are printed with a dynamic content. The images change each time posters are reprinted using the most scored food combination fluxes on the website at the time.

Thanon Pracha Songkhro, 28 Bangkok, Thailand

I manifesti sono stampati con contenuti dinamici. Le immagini cambiano ogni volta che i manifesti vengono ristampati usando i flussi di combinazioni di cibo più votati del momento sul sito.

WWW.CHOOS.COM

Font: Fixed elements Address: Caecilia regular, 16pt Website: Caecilia bold, 16pt Variable elements Ingredients: Caecilia regular, 30pt

Thanon Pracha Songkhro, 28 Bangkok, Thailand

WWW.CHOOS.COM

POSTERS

CHOO’S > GRAPHIC APPLICATION > POSTERS

პური

CARROT

Thanon Pracha Songkhro, 28 Bangkok, Thailand

WAT E R M E L O N

CINNAMON

WWW.CHOOS.COM

Thanon Pracha Songkhro, 28 Bangkok, Thailand

WWW.CHOOS.COM

Thanon Pracha Songkhro, 28 Bangkok, Thailand

WWW.CHOOS.COM

POSTERS APPLICATION APPLICAZIONE DEI MANIFESTI

POSTERS

CHOO’S > GRAPHIC APPLICATION > OTHER APPLICATIONS > T-SHIRTS

T-shirts are printed with a dynamic content. The images change each time t-shirts are reprinted using the most scored food combination fluxes on the website at the time. Le magliette sono stampate con contenuti dinamici. Le immagini cambiano ogni volta che queste vengono ristampate usando i flussi di combinazioni di cibo più votati del momento sul sito. OCTOPUS

FRONT (WHITE VERSION) FRONTE (VERSIONE BIANCA)

Format: // Scale: 30% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

BACK (WHITE VERSION) RETRO (VERSIONE BIANCA)

Font: Variable elements Ingredients: Caecilia regular, 35pt

T-SHIRTS

CHOO’S > GRAPHIC APPLICATION > OTHER APPLICATIONS > T-SHIRTS

FRONT (BLACK VERSION) FRONTE (VERSIONE NERA)

Format: // Scale: 30% Colour: C=0% M=0% Y=0% K=0% R=255 G=255 B=255 #FFFFFF

BACK (BLACK VERSION) RETRO (VERSIONE NERA)

Font: Variable elements Ingredients: Caecilia regular, 35pt

T-SHIRTS

CHOO’S > GRAPHIC APPLICATION > OTHER APPLICATIONS > DISHES

Dishes are printed with a dynamic content. The images change each time dishes are reprinted using the most scored food combination fluxes on the website at the time. I piatti sono stampati con contenuti dinamici. Le immagini cambiano ogni volta che questi vengono ristampati usando i flussi di combinazioni di cibo più votati del momento sul sito.

OCTOPUS

WHITE VERSION VERSIONE BIANCA

Format: // Scale: 40% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

WHITE VERSION VERSIONE BIANCA

Font: Variable elements Ingredients: Caecilia regular, 35pt

DISHES

CHOO’S > GRAPHIC APPLICATION > OTHER APPLICATIONS > TABLECLOTHES

The food of change

Format: 297 x 420 mm (UNI A3) Scale: 40% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

Font:

TABLECLOTHES

CHOO’S > GRAPHIC APPLICATION > OTHER APPLICATIONS > VANS

The graphics on vans consist in two parts: logo and variables fluxes. The first is fixed on the bottom and the second, on the side, varies in relation of the website rating system. The single elements are magnetes with a black side applied on metal surfaces.

2012 GMC Savana Cargo

ձեթ OCTOPUS

szalámi

バナナ

Le grafiche sui furgoni consistono in due parti: il logo e i flussi di varibili. Il primo è fisso sul retro e il secondo, sul lato, varia in relazione al sistema di votazione del sito web. I singoli elementi sono calamite con un lato nero da applicare a superfici di metallo.

ντομάτα BLACK PEPPER

‫סגא‬

‫مرک‬

The food of change

CHEESE

BASIL

κρέμα SUGAR

CARROT

SIDE (IDENTITY SYSTEM APPLIED WITH MAGNETS) LATO (SISTEMA DI IDENTITÀ APPLICATO CON CALAMITE)

Format: // Scale: 10% Colour: C=0% M=0% Y=0% K=100% R=0 G=0 B=0 #000000

Font: Variable elements Ingredients: Caecilia regular, 35pt

BACK RETRO

VANS

CHOO’S > GRAPHIC APPLICATION > FUTURE APPLICATIONS

How will Choo’s be between 5 years? This is an hypothetical application of the identity of Choo’s in the future. There is the same use of the variables, but in another language. Photography will be more important for the corporate image. Come sarà Choo’s tra 5 anni? Questa è una ipotetica applicazione dell’identità di Choo’s nel futuro. Viè lo stesso utilizzo delle variabili, ma con un altro linguaggio. La fotografia ricoprirà un ruolo più importante nell’immagine coordinata.

CHOO’S > GRAPHIC APPLICATION > FUTURE APPLICATIONS

APPLICATION APPLICAZIONE