L L CC 1The Lotus Leaf
Cafe and Creperie
Project Book
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Introduction The Lotus Leaf Cafe and Creperie is one of the few restaurants in Wichita, Kansas that is devoted to a plant-based, vegetarian menu. It offers vegan and gluten-free options as well. It is unique in product as well as location—found downtown in a historic district. The Lotus Leaf Cafe and Creperie’s branding is outdated, tired, and unmemorable. This project book outlines design ideas and their standards. Revamping the brand to celebrate its uniqueness is the entire goal by utilizing the values of being local, casual and organic.
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TABLE OF CONTENTS Strategy ..................................................................................................7 Research Paper ...................................................................6-14 Mood Board Processes .................................................15-18 Logo Development ..........................................................19-20 Target Audience ...............................................................21-22 Brand Mission ....................................................................25-26 Style Guide ........................................................................................ 27 Moodboard ................................................................................28 Infographic .................................................................................30 Media Mix .............................................................................33-38 Design Standards .......................................................................... 40 Logo Usage ........................................................................ 41-42 Color Palette ............................................................................ 43 Textures ..................................................................................... 44 Typography ......................................................................... 45-46 Imagery ................................................................................ 47-48 Resources.........................................................................49
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Strategy
Research I
n an age where information is quickly found and shared, more and more people are learning about where their food comes from and what it takes to get from the farm to the table. Increasing awareness on the importance of adding more organic vegetables in to the American diet has caused adults to begin looking for nutritious alternatives when dinning out. The Lotus Leaf Cafe and Creperie, in Wichita, Kansas focuses on vegetarian and vegan dishes while constantly changing its menu to fit the season. If conserving the environment is important to the consumer, then the fact that using local ingredients as much as possible in each menu item will be operative. The Lotus Leaf cuts down pollution by transporting vegetables from local farmers, knows how the vegetables
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were grown and harvested, and uses these vegetables seasonally. By eating with the season, consumers are able to obtain nutrients from the dishes in a most optimal way. The faster the food arrives from farm to plate, the higher the nutrient content. In this small, Mid-Western, town, there are few options like those The Lotus Leaf offers and this needs to be exemplified. Since it is a small cafe, advertising appears to be minimal. The problem is that consumers do not know that it exists, and some people are leery of vegan or raw food. Increasing awareness of the importance of health, and promoting education on the variety of dishes that can be created from vegetables, will make it less scary for traditional Mid-West consumers to try The Lotus Leaf. In recent years, the “slow food movement” has been rapidly growing in the United States, and The Lotus Leaf Cafe and Creperie is an appropriate choice when coinciding with the crusade. As Gervais Williams said in a debate at the University of Cambridge, “’Slow Food’
has changed consumer attitudes and behavior. The food companies have to watch what ingredients they put into our food, because we’re watching what ingredients go into our food” (2012). More and more people are becoming health conscious and environmentally alert, and The Lotus Leaf directs their entire value on this lifestyle. By offering vegetarian and vegan options, they welcome participants of the “slow food movement” to satisfy consumers’ desire for healthiness and sustainability. Williams also said: “The best way to change the behavior of our businesses is to change our behavior as consumers” (2012). In a response to the dangers of fast food, slow food focuses on nutrient content in the food and how it is grown and harvested. Consumers want to know where their food is coming from and are demanding knowledge. Businesses are starting to change their behaviors. If this movement continues to grow and consumers are passionate about their health, the food industry could potentially be forced
to change their habits of massive food production and farming. The unique thing about The Lotus Leaf is that when available, ingredients are used from local farmers. The restaurant is open with the information about what is organic or where it came from. This will put specific consumers, such as vegans, vegetarians, gluten-intolerant, or health-conscious at ease, as this type of honesty is rare in Wichita, Kansas. Americans have become so used to the supermarket system where they expect any item they desire to eat to be readily available and at a cheap price. “Imported fruits and vegetables account for almost two-thirds of the produce consumed in the U.S.” (Fast, 2012). Conventional farming engineers ways to yield produce all yearround. This results in food that has little nutrient content or flavor and most likely laden with herbicides or pesticides. The Lotus Leaf is also affordable. With the average menu item around 10 dollars a person, this is in line with most all restaurants in the Wichita area. There is
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a stigma with natural food that it is more expensive and this “justifies” consumers to choose a more mainstream, fast food or American chain restaurant. But with the pric es at The Lotus Leaf being at the lower end of regular restaurant prices, this excuse might, optimistically, die down. Since there is this stigma in the mid-west towards the words organic, vegan, and vegetarian, the appropriate promotion is a must. Plant-based diets are assumed to be protein-deficient and not filling.
As written in the article “Consumers’ Readiness to Eat a Plant Based Diet,” EJ Lea, D Crawford and A Worsley shared from the World Cancer Fund: “Diets that emphasize a greater consumption of plant foods are increasingly being recognized by health authorities as providing important health benefits, including decreased disease risk such as heart disease, various cancers and type 2 diabetes” (2006). Perhaps with the rise of these health problems in America, consumers will look for local ways to encourage cleaner eating.
The goal of this campaign project is to make The Lotus Leaf more recognizable and memorable through stronger advertising and social media. The Lotus Leaf is located in downtown Wichita in the historic Delano District. But the restaurant is simply hidden between businesses and easily forgettable. The restaurant needs to stand out as an inviting place to dine and welcome new customers more effectively. Wichita has several universities and many colleges and academies; this brings in diversity through age, culture, ethnicity, and preferences. The market for dining-out is there, but promoting The Lotus Leaf’s hip vibe of vegetarian, clean eating is minimal. It is not easily found online, in the newspapers, or on the street. The restaurant would benefit from greater promotion instead of relying on “word-of-mouth” awareness, as often has been found from current residents feedback. The target market are adults who enjoy going out on the town but want to sustain their natural diet at the same time. The Lotus
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Leaf’s setting is relaxed but creative, evidenced by local art being displayed and sold on the walls. It is a comfortable atmosphere and the food is fresh. There is no reason this restaurant should have as little recognition as it does. When creating new design for The Lotus Leaf, its beliefs need to be accentuated. The value of the restaurant is sustainable, clean eating; the design should reflect this. Currently, the logo is of a lotus leaf flower sitting on a plate that is its own leaf, with a fork and knife on either side of it. On their website, the owner, Jaquelyn Keefer, explains that she chose this flower as the name because it is her favorite flower and the meaning reflects her value of the restaurant. She explains that the lotus flower can grow in the dirtiest water, but will still rise to the top and bloom in the morning when the sun shines on it. Keefer said: “it is a reminder that with a holistic approach to nutrition, we too, can rise above the murky water (our unhealthy lifestyles), and strive for which the lotus symbolizes” (Keefer, 2014). This flower is representational
in the Hindu culture because it is said that it posses both “medicinal and culinary uses, has long been significant and sacred to many cultures. Throughout history it has represented the inner depths of man, reflecting in its prepossessing petals the polychromatic patterns of our universe” (Devi, 2013). Since this historical meaning signifies that universal patterns can be polychromatic, incorporating this in to a recognizable image for The Lotus Leaf Cafe and Creperie will be effective.
Soft, natural tones are appropriate, but it is important to keep it mostly modern. “Earthy” tones are found in the advertising and design of most of the cafe’s competition, reflecting natural food and earth-friendly mannerisms. The goal of this campaign is to reach a new target demographic: 2040 year olds who are focused on living sustainably, artfully, and are focused on being fit. Moving away from the usual “hippie” vibe and targeting an audience who are design-minded in all aspects of their lives, is that focus of this rebranding effort. Presently, The Lotus Leaf’s color scheme includes orange, yellow, and green. These colors might work well due to their representation of a healthy lifestyle. According to www.colormatters. com, yellow captures attention and represents happiness and optimism, green represents nature and growth, and orange symbolizes energy and excitement. To make the rebranding more modern, this campaign will change the bright orange to a burnt orange, keeping the excitement of the color, but
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harnessing the energy of orange in to a subdued shade. Replacing the bright yellow with a clean bluegrey will represent cleanliness and focus. When using text in the representation of the image, a dark grey will convey simplistic, forward thinking. To describe this symbolism more directly, this analogy is given: greys and blues denote the murky water that the lotus flower rises up through and blossoms for a deep, burnt-orange, sun. The blue and grey can symbolize the fastpaced movement of life at home, at work, at play; mixing and moving together without ceasing. The bold orange comes through symbolizing health and happiness, which is important when balancing life’s expectations. These colors will relate directly to the target audiences moods, as they wish to be hip, modern, clean, and fresh, but want to be mindful of their carbon footprints at the exact same time. Balancing beauty, healthy, and efficiency are what the new orange, blue, and grey will possess.
“The target market are adults who enjoy going out on the town but want to sustain their natural diet at the same time.”
Typography will be displayed on print advertisements for The Lotus Leaf in its menu, signs, newspapers, local magazines, brochures, and posters for events the cafe might be involved in. The same text will be used through their online promotions through social media outlets like Facebook, Twitter, Instagram, Tumblr, and other online involvements. The typography will need to reflect the importance of clean, modern, healthy, and sustainable eating. Like the color scheme, this can be quickly conveyed though what typeface is used. In Jay Nelson’s article “What Makes a Great Font?” he said it is important that “the font seems fresh and not overused by everyone, everywhere” (2010). The font will need to be memorable, but not easily forgettable, as The Lotus Leaf’s current font looks like a font repeatedly used in a Word document. Expanding promotion of the cafe through social media sites and local advertising, with clean, light aesthetics, reflecting the wholesomeness and creative aura of the restaurant will make this campaign
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successful. The target age group is growing larger, as the slow-food movement is constantly expanding; finding a way to relay the idea that The Lotus Leaf Cafe and Creperie can accentuate mindful dining habits is pivotal. Brighter and more memorable branding will draw new customers in and affirm the cafe’s alumni that they are making a healthy and creative choice when eating there. Proving that the brand is something relatable, attainable, and sustainable, though re-designing its look is the goal of the project. Building a relationship with the customer that the cafe cares about the health of their bodies, as well as the earth, is what makes the brand relatable. It is attainable because the setting of the cafe is relaxed and comfortable. The menu is easy to understand. The food is of the quality that has been promoted by its mission statement. Furthermore, the prices of the items are appropriate for cost of living in the area. The Lotus Leaf is sustainable in multiple ways because it reduces energy consumption, pollution, and
is careful of its resources used. It is also sustainable because it promotes healthy living for the customer—if the customer continues to live, healthily, they will surely come back. The customer is ultimately responsible for the success of a business, and keeping their needs at the base of the branding effort is the root of the entire campaign.
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The lotus leaf cafe and creperie
local
vintage 14
Mood Board 1
Theme: Local Style: vintage Strategy: nostalgia Narrative: The Lotus Leaf has a mostly vegetarian menu comprised of local and seasonal ingredients, located in historic, downtown, Wichita.
Mood Board Processes
Mood Board 2
natural organic The Lotus Leaf Cafe and Creperie
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Theme: Organic Style: early-modern Strategy: health Narrative: The Lotus Leaf has a plant-based menu, using organic ingredients as often as possible, and conserving the environment while doing so.
Mood Board 3
Theme: Casual Style: contemporary Strategy: relax Narrative: The Lotus Leaf offers a vegetarian menu in a reThe Lotus Leaf Cafe and Creperie laxed and hip atmosphere.
cool
casual 16
THIS IS A SUBHEADER--It is titled Bangla MN The body copy is written in the Whipsmart font. These mood boards were created to CMYK: C=16 M=79 Y=99 K=10 RGB: R=168 G=83 B=45 CMYK: C=24.16 M=100 Y=94.93 K=20.71 RGB: R=136 G=21 B=38 CMYK: C=81.11 M=79.04 Y=22.16 K=6.98 RGB: R=78 G=76 B=126
evoke the feelings of locality, sustainablity, and casualness. Elements were drawn from each of the themes to ultimately create the new brand presented in this book. This font is Tw Cen MT. It is for BODY COPY. Below is the color palette CMYK: C=0 M=43 Y=82 K=0 RGB: R=228 G=180 B=78 CMYK: C=96.55 M=82.89 Y=46.97 K=64.14
RGB: R=228 G=180 B=78 CMYK: C=46.13 M=7.75 Y=9.6 K=0
RGB: R=152 G=194 B=216
The Lotus Leaf Cafe and Creperie
This font is “Remachine Script” and is for the header.
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The Lotus Leaf Cafe and Creperie This font is Noteworthy. It is for HEADING.
THIS FONT IS APPLE SYMBOLS. IT IS FOR SUBHEADING.
-Using geometric triangles to insinuate a flower was drawn on for the final logo concept -The separation of symbols inspired the repetition of lotus “petals� for the logo -A strong base for the typography inspired the position for the logo -Combining the retro typography with a modern shape inspired the updated logo
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Logo Development
The Lotus Leaf Cafe and Creperie’s logo is easily forgettable and does not stand out from the competitors. In the vegetarian restaurant sector, light typography with some form of a leaf seems to be the usual. This new logo design moves away from a typical natural foods diner and draws on triangular shapes referencing nostalgia of a 1970’s diner but with an abstract incorporation of the word marks of the title within each shape. This ties together retro design with the typography and form, and modernity with implied line and without a picture. Keeping in mind David Airey’s rules to keep it simple, make it relevant, and to incorporate tradition and distinction, the new logo quickly states to the consumer with a recognizable symbol that this cafe is casual but efficient.
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Target Audience Zach is a 34 year-old, single, white male, living in a townhouse on the river in Wichita, KS. He works as a market analyst for a regional industrial company and makes nearly $75,000 a year. He is very business-mind and works 6 days a week and travels around the U.S. monthly. Zach has a busy schedule and works in an hour workout every morning. Health is just as important to him as business. Annually, he participates in major marathons throughout the U.S. and raises money for charities. Zach is actively dating and is highly sociable. He is open to settling down with someone but has yet to find a good match. To keep him company, Zach owns a Boston Terrier, Gene Wilder, and takes walks with him in the evening, rain or shine, along the Arkansas River near his townhouse. A typical day for Zach looks like awakening at 5:00, getting to the gym and a work out in, completed by 6:30. He showers, drinks a protein shake, has 2 pieces of toast and an apple to eat in the car. He picks up a coffee and the shop near his work building and flashes a bright smile at the young barista. His day is filled with meetings and presentations, a business lunch, and a report. Dinner is around 7, and if it is a Thursday he is probably taking a new woman out on a date. He looks for a woman who shares his vigor for life and health, and chooses a restaurant accordingly. Zach usually ends the day with a glass of wine and watching “House of Cards� on Netflix with Gene by his side, on the couch.
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Zack
Kiara is a 24-year old, female who lives with her boyfriend, Kevin, in a loft above her business in downtown Wichita, Kansas. Kiara has medium length, dirty blonde hair, which she rarely curls or straightens. She wears minimal eye make-up and considers putting on a bright lipstick as her version of getting “dolled up” for a night out. Her style is effortlessly cool and completely unique. Kiara mixes textures and patterns and combines new styles with retro ones. She recently opened her own store called “Redo Boutique,” also downtown. The store features unique, vintage clothing, but also offers consignment. Customers can bring in their gently used, quality clothing, and sell it to Kiara, or build in-store credit and use it to purchase a vintage item. Kiara continues to ooze of creative energy by putting together collages and sells them at the Saturday morning flea market between an old man selling Sand Hill plum jelly and an Amish family selling baked goods. She has become quite comfortable with her weekend “co-workers.” Kiara and Kevin love their Sundays, together, the best. A typical Sunday morning consists of a green
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smoothie, coffee, and a bagel, and the two catch each other up on their latest philosophical thoughts and dreams from the week. They look up free things to do in Wichita on the on line newspaper and spend time reading in the window that overlooks Main Street, while their cats sit in their laps and nap. Most likely they decide to drop by their favorite thrift shops and
peruse the selections. They usually end up at a friends house by evening and either have a homemade dinner with a small group of friends, or enjoy a brew at a local bar where a friend is playing a solo guitar act. To sum it up, Kiara enjoys all the leisure’s life has to offer.
Kiara
Action Plan: SWOT Analysis Strengths:
Seasonal menu Reasonable prices Historically located
Weaknesses:
Low advertising Not easily memorable Does not have flexible hours
Opportunities:
Update logo and design Promote awareness Celebrate historic district
Threats:
Other vegetarian diners Faster food Cheaper food
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W T O S
Positioning and Value Proposition
The Lotus Leaf is completely unique from the other brands in the market sector: its entire menu is based on local and seasonal food. Audience development would also differentiate The Lotus Leaf from others because increased exposure would invite more costumers to choose them when deciding on a healthy food choice. With more people riding on the gluten-free, vegan, vegetarian, or slow-food movements, having a restaurant option specific to these audiences will increase the growth of the business.
Sustainable Competitive Advantage
By supporting the local food movement, The Lotus Leaf is at an advantage to be successful over time, because people are always growing and changing and looking for healthier options. The more awareness of where conventionally grown food is coming from, the more likely people are going to look for alternatives when eating out. The Lotus Leaf offers organic and local food at a reasonable price. It needs to be easy, intuitive, pleasant and effective. An advantage The Lotus Leaf has over its competitors is that it combines the design ideals that it needs to be easy, intuitive, pleasant, and effective. The Lotus Leaf is a dinning option that feels easy for the consumer and is effective because they leave feeling satisfied.
Strategy for Promoting the Brand in the Campaign Project (Big Idea)
The theme for this campaign is the slow-food movement. Campaigning for locally grown, quality, seasonal, organic food at a price consumers are willing to pay is what The Lotus Leaf is about. The Lotus Leaf values health as its primary guideline when creating food for their menu. It builds trust with the locals because they have created a unique dinning experience in the historic Delano District. The Lotus Leaf builds trust by offering the most nutritious and healthy options available.
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Brand Mission The Lotus Leaf Cafe and Creperie offers a plant-based menu, created with local, seasonal, and organic ingredients, and supports an environmentally healthy lifestyle. This cafe is located in downtown Wichita, Kansas. The target audience is 20-40 year olds who are fit, active, productive, creative, and exciting individuals who are not afraid to try new things and are flexible and expansive in knowledge. They want to optimize their daily living, and that means by taking care of their bodies as well as the planet.
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The theme for this campaign is the slow-food movement. The Lotus Leaf is completely unique from the other brands in the market sector: its entire menu is based on local and seasonal food. The unique thing about The Lotus Leaf is that when available, ingredients are used from local farmers. The restaurant is open with the information about what is organic or where it came from. This will put specific consumers, such as vegans, vegetarians, gluten-intolerant, or health-conscious at ease, as this type of honesty is rare in Wichita, Kansas.
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Style Guide
CMYK: C=16 M=79 Y=99 K=10 CMYK: C=100 M=39 Y=39 K=9
RGB: R=168 G=83 B=45 RGB: R=16 G=113 B=133
CMYK: C=0 M=26.97 Y=41.51 K=0
RGB:: R=247 G=196 B=149
The Lotus Leaf Cafe and Creperie This font is “Remachine Script” and is for the header.
THIS IS A SUBHEADER--It is titled Bangla MN The body copy is written in the Whipsmart font.
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Mood Board
Designer Notes: This mood board displays the campaign goal of embracing a downtown, local, casual feel, while promoting a plantbased menu. This mood board combines industrial, references to reflect its downtown location with calm, cool colors and textures to convey a relaxed atmosphere. While reading “Mapping a Strategic Direction” in A Designer’s Research Manual, I took away the statement that a graphic design researcher gathers information and uses findings to solve specific visual and communication problems (O’Grady and O’Grady, 69). Throughout this campaign I have gathered information about the cafe who its target audience is, and how I can communicate their brand visually through communication.
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This infographic quickly informs the reader about the main points of this rebranding campaign. It is a visual map that delivers important information about facts of the mission, but in a streamlined, easy to understand format that is viewable on web page formats.
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Infographic
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Electronic Media: TV Commercial A commercial on the local TV stations will reach the largest amount of people with the least amount of time. This will expand knowledge and awareness about the cafe and reach an audience who might not have known the cafe existed. These commercials can also reach an audience outside of the city, allowing like-minded members of the target audience to find solace in a restaurant that caters to their environmentally aware dinning needs.
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Media Mix
Social Media: Facebook Updating and keeping a strong Facebook page will stay update with the fast-moving world of social media. Facebook is one of the first mediums consumers utilize when looking up a new company or when they want to return to it. Giving people automatic updates to what is happing with the menu and in the cafe will keep people interested. Having a link that people can tag themselves in or to will continue the connection long after the patron is gone.
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Print Media: Email A weekly email will deliver information about local events, changes, specials, and help people remember that the cafe is alive and well. Incorporating educational information about what the cafe is doing to represent a sustainable practice of business appeals to the audience. Sending the email out on the same day each week will become habit for the audience to remember and look for the promotional email.
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Electronic Media: Public Radio Advertising and supporting KMUW, Wichita’s local public radio station, will reach the target audience greatly. Local radio is social responsible and active in the bringing communities together and promoting healthy lifestyles. By promoting that The Lotus Leaf Cafe and Creperie pledges to the public radio station, and then has small recognition between shows, will satisfy the audiences need of local, positive impact.
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Social Media: Instagram Instagram is a growing social media trend, and people love imagery and quick notes. This account will connect people to others in the city who are like-minded and creating games and contests with hashtags and promotions will continue the connection.
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Social Media: Twitter Twitter is growing in size and audience. Promoting the cafe through daily tweets and interactive contests will continue peoples excited about a greener lifestyle and give them a venue to go back and connect with for future involvement.
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Design Standards
The Lotus Leaf Cafe and Creperie’s logo is easily forgettable and does not stand out from the competitors. In the vegetarian restaurant sector, light typography with some form of a leaf seems to be the usual. This new logo design moves away from a typical natural foods diner and draws on triangular shapes referencing nostalgia of a 1970’s diner but with an abstract incorporation of the word marks of the title within each shape. This ties together retro design with the typography and form, and modernity with implied line and without a picture. Keeping in mind David Airey’s rules to keep it simple, make it relevant, and to incorporate tradition and distinction, the new logo quickly states to the consumer with a recognizable symbol that this cafe is casual but efficient.
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Logo Usage
The primary logo incorporates both a picture mark and a word mark. When these two are used, they may only be used vertically, as seen below. The pictorial mark may be used on its own when used on various print media that is repetitive. The minimum size is 1 inch, and the space around the logo should be no less than the “L� of the Lotus and Leaf typography. Only colors from the color palette should be used.
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Using Brand Colors Presently, The Lotus Leaf’s color scheme includes orange, yellow, and green. These colors might work well due to their representation of a healthy lifestyle, but to make the rebranding more appealing and unique, this campaign will change the bright orange to a burnt orange, keeping the excitement of the color, but harnessing the energy of orange in to a subdued shade. Replacing the bright yellow with a blue-green will represent cleanliness, focus, and calming of the evening. These colors will relate directly to the target audiences moods, as they wish to be hip, clean, and fresh, but want to be mindful of their carbon footprints at the exact same time. Balancing beauty, healthy, and efficiency are what the new orange, blue, and beige will possess.
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CMYK: C=16 M=79 Y=99 K=10
RGB: R=168 G=83 B=45
CMYK: C=31 M=58 Y=75 K=0
RGB: R=167 G=122 B=88
CMYK: C=100 M=39 Y=39 K=9
RGB: R=16 G=113 B=133
CMYK: C=100 M=20 Y=2 K=45
RGB: R=0 G=95 B=134
CMYK: C=0 M=0 Y=22 K=0
RGB: R=255 G=251 B=210
CMYK: C=0 M=26.97 Y=41.51 K=0
RGB:: R=247 G=196 B=149
Color Palette
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Textures
Typography and Voice Typography will be displayed on print advertisements for The Lotus Leaf in its menu, signs, newspapers, local magazines, brochures, and posters for events the cafe might be involved in. The typography needs to reflect the importance of clean, healthy, and sustainable eating but incorporate the retro vibe of a downtown diner. Like the color scheme, this can be quickly conveyed though what typeface is used. In Jay Nelson’s article “What Makes a Great Font?” he said it is important that “the font seems fresh and not overused by everyone, everywhere” (2010). The font will need to be memorable, but not easily forgettable, as The Lotus Leaf’s current font looks like a font repeatedly used in a Word document.
Remachine Header This is the Lotus Leaf’s unique logo font It should be strictly used for the name of the company Remachine Header This is the Lotus Leaf’s unique logo font 44
Typography
Using Remachine as the header font immediately evokes nostalgia, while Whipsmart and Bangla smooth things in to a natural feel.
Whipsmart sub-header This font is for additional text when describing main ideas for the company AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz
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Bangla MN is the body copy font. It is to be used for the main text in advertisments and menus. AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz
Use of Images The feel of this campaign is casual, local, and organic. This cafe offers organic food in a downtown setting. Rebranding this essence will give customers a comfortable feeling of nostalgia when popping in for lunch on a work break, or meeting with friends in the evening to relax.
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Imagery
Combining a feeling of relaxation with the presence of healthy food and drink options give the target audience an overall sense of well being. These images portray the target audience utilizing these aspects of The Lotus Leaf Cafe and Creperie.
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Resources
About Lotus Leaf Cafe. (Jan 25, 2014). Retrieved from: http://www.lotusleafwichita.com/index-3. html Airey, D. (2010). “Logo Design Love: A Guide to Creating Iconic Brand Identities.” Berkley, CA: New Riders. Devi, M. (2013). The Sacred Lotus Flower. Hinduism Today Vol. 35 Issue 4, 14-14. Fast, Y. (2012, February). “What’s In Season?” Retrieved from: http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail?vid=7&sid=4afd0520-5b37-42c9-9fd 4-25f30d81ef5b%40sessionmgr114&hid=127&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=70285112 Garden Grill: About Us. (Jan 19, 2014). Retrieved from: http://gardengrillcafe.com/about/ Zaytun. (Jan 19, 2014). Retrieved from: http://www.myzaytun.com Getty Images. Retreived from: www.gettyimages.com Gridley, A. Photographer. Hardwig, F. (2013). Axia. Typographica. Retrieved from: http://typographica.org/typeface-reviews/axia/
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Kebabs: History. (Dec 15, 2013). Retrieved from: http://www.mykababs.com/history.htm Yelp. (Dec 11, 2013). Vegan Restaurants. Retrieved from: http://www.yelp.com/search?find_desc=Vegan+Restaurants&find_loc=Wichita%2C+KS Keefler, J. (2013, February). “About Us.” Retrieved from: http://www.lotusleafwichita.com/index-3.html Lea, EJ, Crawford, D, and Worsley, A. (2006, March). “Consumers’ Readiness to Eat a Plant Based Diet.” Retrieved from: http://web.b.ebscohost.com.oclc.fullsail.edu:81/ ehost/pdfviewer/pdfviewer?sid=4afd0520-5b37-42c9-9fd4-25f30d81ef5b%40sessionmgr114&vid=16&hid=127 The Meanings of Color. (2013, February). Retrieved from: http://www.colormatters.com/color-symbolism/the-meanings-of-colors William, G. (2012, January). “Corporate Responsibility Is Unsustainable.” Retrieved from: http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail?vid=5&sid=4afd0520-5b 37-42c9-9fd4-25f30d81ef5b%40sessionmgr114&hid=127&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=70255866 Zevnik, N. (2013, November). “Better Eating. Eating Seasonally.” Retrieved from: http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail?vid=7&sid=4afd0520-5b37-42c9-9fd 4-25f30d81ef5b%40sessionmgr114&hid=127&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=91554301
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Alisha Gridley MDMFA 2014
L L CC The Lotus Leaf Cafe and Creperie