Brand DEVELOPMENT GUIDE SUBMITTED BY : ERWIN GERARD M. LUCELA
TABLE OF CONTENTS START UP Vision/Mission HISTORY BRAINSTORMING/MIND MAPPING NAMING PHILOSOPHY CONTEMPORARY REFERENCES HISTORICAL REFERENCES LOGO VARIATIONS FINAL LOGO COLOR PALETTE MARK/ICON SECONDARY TYPEFACE IMAGERY MODULAR SYSTEM BRAND APPLICATIONS
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15-19
My start-up is a medium sized cafeteria that serves traditional low budget Filipino food to students.
1
History In 2013, Gerwin Lucela couldn’t land a job. The job market was a tight competition filled with young greenhorns coming from great universities and colleges with great personalities. He seemed really frustrated at that time because of his parents bothering him all the time. He couldn’t put an excuse yet keen on finding a job all day applying but failing the interview all the time. His uncle pitied him and offer him a proposition. You could use on what you learn in college by partnering up with me and build a business with it. “You finished Hospitality management and I got experience on cooking and serving customers” He said. So Gerwin didn’t hesitate for a second because he had nothing to do and try out this opportunity. Gerwin and his uncle built a traditional homemade low cost Filipino food for college students in a university near where his uncle lived. They rented up a space and start organizing this dream idea.
2
Brainstorming and Mind Mapping
3
1. Gered’s’s Diner 2. Gered’s Cafeteria 3. Gered’s Canteen
4
1. Flexible 2. Low Cost 3. Family Friendly
5
CONTEMPORARY REFERENCES
6
HISTORICAL REFERENCES
7
type explorations
FIVE VARIATIONS
TYPOGRAPHIC FORMS
8
FINAL LOGO
9
COLOR PALETTE
10
MARK/ICON
11
SECONDARY TYPEFACE
12
IMAGERY
13
MODULAR SYSTEM
The addition of this two utensils could be the spark of this logo. It shows it’s a small restaurant when added with fork and spoon and a flair to the design.
14
BRAND APPLICATIONS
RESTAURANT SIGNAGE
WAITSTAFF CLOTHES
VEHICLE PICK UP TRUCK WRAP
TAKE-OUT BAG
15
RESTAURANT SIGNAGE
16
WAITSTAFF CLOTHES
17
VEHICLE PICK UP TRUCK WRAP
18
TAKE-OUT BAG
19
Specialization in Graphic Design Capstone Project Coursera/CalArts 2022