Table Of Content
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
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Written Design Proposal
Written Design Proposal
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
The brand I redesigned is
Jersey Mike’s Subs. The submarine sandwich brand was originally built as a mom-and-pop shop in the seaside town of Point Pleasant, New Jersey in 1956, and after nearly a half century’s franchising and expansion, now it has over 1,590 stores across America with a market cap of $1,340 million. There were several reasons why I chose to renovate its brand identity. First of all, from an aesthetic standpoint, I thought Jersey Mike’s logo and other visualizations looked old and rigid, as its traditional american color palette of red and blue failed to bring out the brand’s distinctive beach town culture and the vibrant heritage. Besides, although I was always a fan of the vintage style, the design of the current logo reminded me of its competitor fast
food brands like Wendy’s and Jimmy Johns. Too much similarity and lack of uniqueness. Finally, with the brand’s expansion within and even beyond the U.S., its brand identity would be examined by the taste and opinions of millennials, who have been major customers in basically everything these days, and I didn’t think that the uniformed and outdated image could help Jersey Mike’s acquire more young customers effectively. With the identified problems in mind, my goal of rebranding Jersey Mike’s was to maintain its vintage style and bring more vibrant beachy elements to make the logo seem brighter and younger. Meanwhile, I was aware of it being a heritage national brand, so my approach shouldn’t be too bold and different from its original brand identity.
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Written Design Proposal
After some experiments, I decided to use a color palette of blues, orange, and white to give the new logo a more distinctive and refreshing appeal. With the warm and bright orange as the color of the brand’s name and the light and dark blues as the shadow and the background , I wanted to convey a feeling of sunset above the sea. The white stroke between the letters and the shadow was to add more contrast for a better readability as well as to offer a 3D effect to include a certain level of modernity and newness to distinguish from the common vintage style. I liked the oval emblem shape so I kept it to have the new logo still recognizable and acceptable for Jersey Mike’s existing customers. However, I did notice the logo’s original layout seemed too busy with the tagline “since 1956”
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inside the emblem, which was totally unreadable when shrinking the logo size and took away part of the space for the brand name, so I got rid of it. Instead, I thought it might be more vivid if a simple and interesting handdrawn icon was added that represented the seaside town. So after trying a series of elements like surfboards, volleyballs, the sun, a sub on a lighthouse, I locked my choice on the illustration of waves that I created and transformed via Adobe Illustrator and Photoshop. It was placed beneath the brand name in the emblem, and came across as a fun accent for the entire logo. There were two typefaces that I used in Jersey Mike’s logo. Forte for the brand’s main name “Jersey Mike’s” and for the headlines, while Freestyle Script for “Subs”, and the sub-headlines. I thought
JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
the irregular chunky shapes and the hand writing style was a good combination to make the logo look vintage as well as playful. Besides, I chose Florence Sans to be the brand’s future body text font, which looks light and modern, a nice compliment to the two typefaces. In addition to a new brand logo, I made a brand pattern that was consisted of elements like umbrellas, sunsets, shells, volleyballs, waves, subs, cocktail glasses, and slippers in a regular sideways alignment with the new logo. I applied the pattern to Jersey Mike’s subs wrapping, which worked pretty harmoniously. Besides, I also picked five additional colors which were different shades of the beach, from light yellow to almost red as an accent color palette for the brand. Combined together, they
showed a warm orange rainbow, while used separately, they are all good touches for the brand’s main colors of blues and the orange. Besides, in order to develop a systematic and rich brand identity for Jersey Mike’s, I also made a series of the brand mock-ups. The stationery set was featured with the Jersey blue and orange, the simplified brand pattern, and stamp-like brand logo. The package bags were of brown and beige paper colors with “since 1956” printed on the front, and a sub stamp I put together that showcased the brand tagline “A Sub Above” on the side, besides, there were also sub boxes with subtle blue gradients and brand pattern overlays that I tailored for its catering service. There were also soda cups in different sizes, an apron for its staff, a menu in
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Written Design Proposal
a surfboard shape, posters, signage, and Instagram contents. I thought now that Jersey Mike’s became more playful and younger, it just had so many opportunities to push further the fun and achieved something unexpected and surprising. So in the brand collaboration, I chose the famous American cosmetics brand M.A.C to be its partner and created a series of makeups for the beach. In the co-branded logo, I replaced “Mike’s” in the brand name with “M.A.C” because in this way, the co-branded name wouldn’t be supper long and busy in alignment, also, the similar pronunciations of the two words somehow added a sense of humor. Besides, I implanted the iconic dots in the middle of M.A.C’s logo into “Jersey”, and applied the same colors, stroke, and shadow to “M.A.C” for a
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good balance between the two brands’ styles. What’s more, I replaced the word “subs” with an illustration of three makeup brushes as a symbol of cosmetics. Under the collaboration, I created three mocked-up products. The first one was a series of eyeshadow palettes, which had different designs and patterns with the brand’s color themes. The second one was a series of lipsticks as lipsticks being the most popular line of M.A.C. When I decided to use the rays that I created for my stationery folder on the lipsticks, they just reminded me so much of pop art, so I adopted different layers of dots and the explosion bubbles under the bold lips prints, and they just worked together really well. The last product is the sunscreen mist, on which I used the abstract beach illustration and blended a
JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
sub drawing into the background of the co-branded logo on the bottle. I think that overall, I achieved my goal of maintaining Jersey Mike’s classic vintage style and developing a younger vibe out of its beach town heritage through the new logo, mock-ups, and brand collaborations. Although my designing skills are not that sophisticated, I could project that the new brand image is able to offer more interesting directions for Jersey Mike’s, and attract more young customers.
Eva Li 11/17/2020
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Brand Assessment
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
Brand Assessment
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Brand Assessment
Logo Evolution 1960s - 2004
Redesign options in 2004
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
2004 - 2020
Designed by Johnny Ink, a studio in Idaho 12
Brand Assessment
1956 Opened as a small shop by Mike, in the seaside town of Point Pleasant, New Jersey. Its unique offering of submarine sandwich and hospitality won over the hearts of vacationers and local residents.
Brand History Where the story began
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1971 Peter Concro, as an abmitious 17-year-old, took over the business with helps after working there for 3 years. He strengnthened their service, which led to a phenomenon business. And in 1987, Peter began franchising to bring the store all over the U.S.
JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
2020 Now Jersey Mike’s positions as the most authetic subs and has over 1,500 locations open across America with an annual revenue of $1,340 million. Besides, it built a culture of giving, donating and partnering with several charities.
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Brand Assessment
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Brand Assessment
Visual Audits In Stores
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Brand Assessment
Advertisements
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Brand Assessment
Online Presence
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Brand Assessment
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Brand Assessment
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Brand Guides
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Brand Guides
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Brand Guides
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Brand Guides
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Brand Guides
Responsive Logos And Clear Space 33
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Brand Guides
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Brand Guides
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Brand Guides
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Brand Guides
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Brand Guides
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Brand Guides
For the food Clear, fresh, focused, apply the logo on the bottom right in the photos if needed.
For the people Vivid, playful photos of people and events, no rigidness and unnature.
For the heritage Greyscale treatments to all the photos showing the brand history, no other color filters.
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
Stock Photo Style
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Brand Mock-ups
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
Brand Mock-ups
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Brand Mock-ups
Stationery Full Set
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Brand Mock-ups
Folder & Letterhead 51
JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
Envelop & Business Card
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Brand Mock-ups
Sub Wraps
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Brand Mock-ups
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
Take-out Bags 56
Brand Mock-ups
Soda Cups
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Brand Mock-ups
Menus & Poster 59
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Brand Mock-ups
Catering Box
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
Apron
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Brand Mock-ups
Signage 63
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Brand Mock-ups
Brand Collaboration
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
JERSEY MIKE’S SUBS X M.A.C
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Brand Mock-ups
Eyeshadow Palettes
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Brand Mock-ups
t s p iL ick
sL
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ks c i t s ip
ks
L ti ips ck
s
s Lipstic
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Brand Mock-ups
Sunscreen Mist
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Social Media
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JERSEY MIKE’S SUBS BRAND PROPOSAL BOOK
Social Media
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Social Media
Subs
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Events
M.A.C Collab
Hritage
Th e Fe e d
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Stories
Social Media
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Stories
Social Media
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Stories
Social Media
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About The Designer
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About The Designer
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About The Designer
Hi there! I’m Eva, the design-
er of this crazy brand book. I know that my design is far from sophistication, but as my first design class and brand book, I’ve really put a lot of efforts to it. My master degree major is actually luxury marketing at SCAD, and although I’ve worked in Harper’s Bazaar back in China, I’ve never had a try on systematic graphic designs, and to be honest, I had no idea that this class would be so intense and challenging for me. While on the bright side, I did harvest a lot. I couldn’t even believe that I learned so many useful skills and achieved complicated rebranding in the limited time. And of course, all those 85
precious experience I acquired is not only because of the helps and patience from our Professor Wiggins, but also backed up by all my talented classmates. Every class I couldn’t help to wow at so many good works, which kind of got me thinking how come I have the opportunity to work with such gifted and diligent design professionals! I’ll definitely continue practicing and bettering my design in the future!
Eva Li
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