Branding: Coconuts Manifesto - Hallan Moulin

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

2 INTRODUCTION

Coconuts, Market research, Target market.

17 VISUAL IDENTITY

Logotype, Style guide, Imagery, Tone of voice, Pictograms, Colour palette and Stationery.

47 ADVERTISING MATERIALS Outdoor advertising and Collateral marketing

65 BRANDED ENVIRONMENT Signage & Navigation, Bar Design, Vehicle & Interactive spaces

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

SUMMARY

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

SUSTAINABLE RESTAURANT AND BAR INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

INTRODUCTION

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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”You can never have an impact on society if you have not changed yourself.” Nelson Mandela

Sustainability methods have been applied along different areas of the society such as products and business related services in the past few years. Coconuts arrives to the market with a sustainable approach to food and how it is processed before, during and after is consumption.

It is important to understand and be sustainable with food from its sourcing until its disposal in order to complete the full cycle. We, therefore, promote and, in fact, use a Closed Cycle process in our business. Internally, we recycle food and re-use the leftovers as fertilisers for our own greenhouse, which will produce more food and herbs to be used in our chef’s green menu.

Society wise, we promote workshops and tutorials on how to be sustainable at home, grow your own vegetables and re-use waste whenever possible in order to reduce pollution and create a society that is aware of its responsibilities within the environment they live in.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

COCONUTS IS A SUSTAINABLE BAR & RESTAURANT

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

MARKET RESEARCH Although nowadays people are more aware of sustainability and its importance, it is rare to find true motivated people that want to make a change.

After huge companies started investing heavily in advertising showing their “sustainable” approach, sustainability became fashion for most consumers, a trend. And as many trends, it may go away.

People are not well informed about real sustainable processes and often they mistake the term with only being “organic”and/or “GM free”.

A market research was conducted in order to understand the consumer and provide information, training and real life experiences about closed circle and a green approach to their routine.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

INTRODUCTION

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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AGE GROUP

-18yo

10%

19-25 yo

26-35 yo

35+ yo

Based on primary research conducted via online survey within 1 month. Total interviewed: 30 people.

Recycle at home

E Recycle at home

Reuse waste at home

Recycle most things at home Do not recycle at home

Focus group (2012)*

Do not recycle at home

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Australian Census (2009)**

* Based on primary research conducted via online survey within 1 month. Total interviewed: 30 people. **Based on secondary reasearch: 1370.0 - Measures of Australia’s Progress, 2010. 2012. 1370.0 - Measures of Australia’s Progress, 2010. [ONLINE] Available at: http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/1370.

0~2010~Chapter~Household%20recycling%20(6.6.7.1). [Accessed 10 April 2012]

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

RECYCLING AT HOME

20%

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SUSTAINABLE FOOD Via an online survey, the audience was questioned about eating sustainable/ recycled food such as banana bread made of banana skin.

Results were positive, showing there is interest in trying and understanding more about new recipes and methods.

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10%

Based on primary research conducted via online survey within 1 month. Total interviewed: 30 people.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

MOST RECYCLED AT HOME

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Based on secondary reasearch: 1370.0 - Measures of Australia’s Progress, 2010. 2012. 1370.0 - Measures of Australia’s Progress, 2010. [ONLINE] Available at: http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Su bject/1370.0~2010~Chapter~Household%20recycling%20(6.6.7.1). [Accessed 10 April 2012]

-5%

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

Coconuts Sustainable Bar & Restaurant targets the consumer opened to new experiences.

Based on research, the most consumers opened to new experiences are young minded with a busy routine and consciousness about value for money.

Because their routine is so busy, when there is time to scape, they want new experiences and fun with friends, family or partners.

Coconuts is opened to all customers and understands people’s need for change.

This understanding is translated into the workshops running monthly on the venue.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

TARGET MARKET

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REFLECTION I felt really confused by working with the same brand for so many different subjects.

It really messed it up when it came down to following the brief. Maybe for the Communication students it worked fine, but in my “Branded Environment” case, the social issue would not fit for this brief’s purpose, since the issues were previously solved for a 3D environment and not 2D. The research and surveys impressed me.

Back in Brazil, the recycle consciousness would not be as high as in Australia and I found it interesting.

If the brief and directions were designed for my course, I believe my results would have been much more efficient.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

INTRODUCTION

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

STYLE GUIDE &

VISUAL IDENTITY

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

LOGOTYPE

STYLE GUIDE

Nature has been adapting itself constantly in order to survive the changes humans and natural forces impose. Plants either adapt or die facing changes. Human beings complain about the changes in the environment and majority still do not understand that the changes begin within themselves.

These adapting traits were interpreted and transferred to the logotype in shape, form. Its curliness reflects the adaptations and flexibility the nature needs to face and the colours may vary as a result of the environment it is placed in as you will be able to see in applications.

Although nature changes, it will always be natural, and so it needs to be with the logotype. Changes can effect a small part of it, but its essence still needs to remain intact.

In this Manifesto, you will find instructions on how to use and how to manipulate the logotype and brand elements in order to keep its identity and visual communicate clearly to the audience.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

Inspired by the social issue Recycling and its consequences in the environment, the Coconuts logotype is fluid and versatile.

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LOGOTYPE

FULL COLOUR

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FULL COLOUR LOGOTYPE As an evolution of the logo I designed last semester for Coconuts, this version is much more complex and well developed.

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

LOGOTYPE

DUO TONE

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23 DUO TONE LOGOTYPE The Duo tone logotype can be used in applications where the process demands less ink and passes such as silk screen, adhesive and stamping.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

MONO

LOGOTYPE

24 MONOCHROME LOGOTYPE The one colour logotype can be used in applications where the process demands less ink and passes such as silk screen, adhesive and stamping.

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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LOGOTYPE

REDUCTION 20mm

MAXIMUM REDUCTION LOGOTYPE Maximum reduction of the logo is 20mm wide x proportional height.

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LOGOTYPE

CLEAR SPACE

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CLEAR SPACE X = height of first ”o” on logo. Clear space =”X”space around the logotype.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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STYLE GUIDE

TYPOGRAPHY Titillium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 123456789 @#$%&*()[];?!

TitilliumText22L

REGULAR TitilliumText22L

MEDIUM

TitilliumText22L

LIGHT

TitilliumText22L

BOLD

TitilliumText22L

XBOLD

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Pacifico ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 @#$%&*()[];?!

Pacifico

Regular

G H

S

B

A

R

M

y

29 Titillium is used for most copy in the materials, whereas Pacifico is used just in special messages and headlines.

T

Yh 5

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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STYLE GUIDE

IMAGERY Imagery is composed by different fruits and vegetables colourful shots, featuring the items in bulk or single with a soft shade under the image.

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

TONE OF VOICE

g in

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

STYLE GUIDE

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g n i

Tone of voice must be friendly, informal and with a “I can do that” attitude.

t i r

Informative and supportive characteristics must also be the core of any touch point within and out of the venue, either in printed or digital media.

w

k l a

c

o t s u

r e m

PICTOGRAMS

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STYLE GUIDE

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

STYLE GUIDE

COLOUR PALETTE

PMS 356C | C95 M0 Y100 K27 R0 G133 B71 | #008547 PMS 369C | C59 M0 Y100 K7 R104 G178 B80 | #68b250 C0 M0 Y100 K0 R255 G242 B0 | #fff200

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

PRIMARY COLOURS

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

C35 M60 Y70 K35 R133 G88 B62 | #85583E C0 M45 Y95 K0 R104 G178 B80 | #68b250 C35 M60 Y70 K35 R133 G88 B62 | #85583E C12 M12 Y40 K0 R225 G212 164 | #e0d3a8 C20 M0 Y0 K100 R0 G0 B0 | #000 K50 and down...

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

SECONDARY COLOURS

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STATIONERY A great and exotic juice is usually made by mixing common fruits with exotic fruits, vegetables, spices and other secret ingredients often passed by a family member to the next generation.

t a m

n io

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

STYLE GUIDE

I

l i a

On the next pages, you will find the stationery ingredients we use to make amazing information cocktails for customers and other businesses.

t k c

Coconuts’ stationery follows the same idea of mixing common and exotic elements in order to be unique and exciting. We use fruits and vegetables in order to show colours and enhance the customer experience, therefore creating a dynamic visual identity.

r o f n

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Green, Yellow, Red and Purple are the colours used to convey the message on the stationery.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

s l

SUSTAINABLE BAR& RESTAURANT

COCONUTS PTY LTD P: (02) 9674 1983 F: (02) 9674 2455 info@coconuts.com.au

15 Oak Street, North Sydney NSW 2060 ABN 995 005 955

39 The CD-ROM is the mixed cocktail of the brand. It is used to store all the other stationery materials as well as presentations, accounting data, and recipes to either be saved or sent to another party.

The USB stick has an eco-friendly approach. It is made of Bamboo.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

COCONUTS PTY LTD 15 Oak Street, North Sydney NSW 2060

WITH COMPLIMENTS

P: (02) 9674 1983 F: (02) 9674 2455 info@coconuts.com.au ABN 995 005 955

POSTAGE PAID SUSTAINABLE BAR& RESTAURANT

IF UNDELIVERABLE, PLEASE RETURN TO COCONUTS RESTAURANT 15 OAK STREET NORTH SYDNEY NSW 2060

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OPENING HOURS Mon-Fri from 15h to 22h Sat-Sun from 18h-24h

P (02) 9674 1983 F (02) 9674 2455 15 Oak Street North Sydney NSW 2060 info@coconuts.com.au www.coconuts.com.au

AUSTRALIA

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

Sydney, 04 may 2012

Mr. Felix Oppen, 199 Pacific Hwy North Sydney NSW 2060

Dear Mr. Oppen, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis.

Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum.

Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus venenatis.

Nam magna enim, accumsan eu, blandit sed, blandit a, eros.

• Nulla porta tempus sapien • Lorem ipsum dolor sit amet, consectetuer adipiscing elit • Pellentesque dapibus sodales enim • Fusce luctus convallis justo • Aliquam adipiscing libero vitae leo

Suspendisse sagittis ante a urna. Morbi a est quis orci consequat rutrum. Nullam egestas feugiat felis. Integer adipiscing semper ligula. Nunc molestie, nisl sit amet cursus convallis, sapien lectus pretium metus, vitae pretium enim wisi id lectus.

Donec vestibulum. Etiam vel nibh. Nulla facilisi. Mauris pharetra. Donec augue.

Fusce ultrices, neque id dignissim ultrices, tellus mauris dictum elit, vel lacinia enim metus eu nunc.

Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Integer nec enim. Phasellus aliquam enim et tortor.

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Yours Sincerely,

Hallan Moulin Managing Director COCONUTS PTY LTD P: (02) 9674 1983 F: (02) 9674 2455 info@coconuts.com.au 15 Oak Street, North Sydney NSW 2060 ABN 995 005 955

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

STATIONERY

COLOUR VARIATIONS

COCONUTS PTY LTD 15 Oak Street, North Sydney NSW 2060

WITH COMPLIMENTS

Sydney, 04 may 2012

P: (02) 9674 1983 F: (02) 9674 2455 info@coconuts.com.au ABN 995 005 955

Mr. Felix Oppen, 199 Pacific Hwy North Sydney NSW 2060

Dear Mr. Oppen, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis.

Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum.

Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus venenatis.

Nam magna enim, accumsan eu, blandit sed, blandit a, eros.

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• Nulla porta tempus sapien • Lorem ipsum dolor sit amet, consectetuer adipiscing elit • Pellentesque dapibus sodales enim • Fusce luctus convallis justo POSTAGE PAID

• Aliquam adipiscing libero vitae leo

AUSTRALIA

SUSTAINABLE BAR& RESTAURANT

Suspendisse sagittis ante a urna. Morbi a est quis orci consequat rutrum. Nullam egestas feugiat felis. Integer adipiscing semper ligula. Nunc molestie, nisl sit amet cursus convallis, sapien lectus pretium metus, vitae pretium enim wisi id lectus.

Donec vestibulum. Etiam vel nibh. Nulla facilisi. Mauris pharetra. Donec augue.

Fusce ultrices, neque id dignissim ultrices, tellus mauris dictum elit, vel lacinia enim metus eu nunc.

IF UNDELIVERABLE, PLEASE RETURN TO COCONUTS RESTAURANT 15 OAK STREET NORTH SYDNEY NSW 2060

Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Integer nec enim. Phasellus aliquam enim et tortor.

Yours Sincerely,

Hallan Moulin Managing Director RESTAURANT OPENING HOURS Mon-Fri from 15h-22h Sat-Sun from 18h-24h DAVE WHATEVER Head Chef dw@coconuts.com.au

P (02) 9674 1945 F (02) 9674 2455 M 0432 748 966 15 Oak Street North Sydney NSW 2060 www.coconuts.com.au

COCONUTS PTY LTD P: (02) 9674 1983 F: (02) 9674 2455 info@coconuts.com.au 15 Oak Street, North Sydney NSW 2060 ABN 995 005 955

Sydney, 04 may 2012

P: (02) 9674 1983 F: (02) 9674 2455 info@coconuts.com.au ABN 995 005 955

Mr. Felix Oppen, 199 Pacific Hwy North Sydney NSW 2060

Dear Mr. Oppen, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis.

Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum.

Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus venenatis.

Nam magna enim, accumsan eu, blandit sed, blandit a, eros.

• Nulla porta tempus sapien • Lorem ipsum dolor sit amet, consectetuer adipiscing elit • Pellentesque dapibus sodales enim • Fusce luctus convallis justo POSTAGE PAID

• Aliquam adipiscing libero vitae leo

AUSTRALIA

SUSTAINABLE BAR& RESTAURANT

Suspendisse sagittis ante a urna. Morbi a est quis orci consequat rutrum. Nullam egestas feugiat felis. Integer adipiscing semper ligula. Nunc molestie, nisl sit amet cursus convallis, sapien lectus pretium metus, vitae pretium enim wisi id lectus.

Donec vestibulum. Etiam vel nibh. Nulla facilisi. Mauris pharetra. Donec augue.

Fusce ultrices, neque id dignissim ultrices, tellus mauris dictum elit, vel lacinia enim metus eu nunc.

IF UNDELIVERABLE, PLEASE RETURN TO COCONUTS RESTAURANT 15 OAK STREET NORTH SYDNEY NSW 2060

Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Integer nec enim. Phasellus aliquam enim et tortor.

Yours Sincerely,

Hallan Moulin Managing Director RESTAURANT OPENING HOURS Mon-Fri from 15h-22h Sat-Sun from 18h-24h SONIA BLAKE Finance & Admin sb@coconuts.com.au

COCONUTS PTY LTD P: (02) 9674 1983 F: (02) 9674 2455 info@coconuts.com.au

P (02) 9674 1945 F (02) 9674 2455 M 0432 748 966

15 Oak Street, North Sydney NSW 2060 ABN 995 005 955

15 Oak Street North Sydney NSW 2060 www.coconuts.com.au

COCONUTS PTY LTD 15 Oak Street, North Sydney NSW 2060

WITH COMPLIMENTS

Sydney, 04 may 2012

P: (02) 9674 1983 F: (02) 9674 2455 info@coconuts.com.au ABN 995 005 955

Mr. Felix Oppen, 199 Pacific Hwy North Sydney NSW 2060

Dear Mr. Oppen, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis.

Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum.

Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus venenatis.

Nam magna enim, accumsan eu, blandit sed, blandit a, eros.

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• Nulla porta tempus sapien • Lorem ipsum dolor sit amet, consectetuer adipiscing elit • Pellentesque dapibus sodales enim • Fusce luctus convallis justo POSTAGE PAID

• Aliquam adipiscing libero vitae leo

AUSTRALIA

SUSTAINABLE BAR& RESTAURANT

Suspendisse sagittis ante a urna. Morbi a est quis orci consequat rutrum. Nullam egestas feugiat felis. Integer adipiscing semper ligula. Nunc molestie, nisl sit amet cursus convallis, sapien lectus pretium metus, vitae pretium enim wisi id lectus.

Donec vestibulum. Etiam vel nibh. Nulla facilisi. Mauris pharetra. Donec augue.

Fusce ultrices, neque id dignissim ultrices, tellus mauris dictum elit, vel lacinia enim metus eu nunc.

IF UNDELIVERABLE, PLEASE RETURN TO COCONUTS RESTAURANT 15 OAK STREET NORTH SYDNEY NSW 2060

Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Integer nec enim. Phasellus aliquam enim et tortor.

Yours Sincerely,

Hallan Moulin Managing Director RESTAURANT OPENING HOURS Mon-Fri from 15h-22h Sat-Sun from 18h-24h HALLAN MOULIN Managing Director hmoulin@coconuts.com.au

P (02) 9674 1945 F (02) 9674 2455 M 0432 748 966 15 Oak Street North Sydney NSW 2060 www.coconuts.com.au

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

COCONUTS PTY LTD 15 Oak Street, North Sydney NSW 2060

WITH COMPLIMENTS

COCONUTS PTY LTD P: (02) 9674 1983 F: (02) 9674 2455 info@coconuts.com.au 15 Oak Street, North Sydney NSW 2060 ABN 995 005 955

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

REFLECTION For this assessment, I was asked to work on the same company and use the same logo I designed in last session for Introduction to Design Research.

Although the brand symbol I designed last session was good, the logo as a whole was not working. So, I used the same idea as last year’s and redesigned the whole Coconuts logo in order be flexible to apply the correct concept to collateral materials and style guide.

With a little bit more of research and time, I came up with this result, what I found to be satisfactory this time.

I was able to reach the final concept of my brand when I was working on the stationery pieces in class. The colourful elements and fruits were not included in the first thought about the brand. I’m pleased we had the stationery competition.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

STYLE GUIDE

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

ADVERTISING MATERIALS INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

MEDIA &

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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ADVERTISING CAMPAIGNS Coconuts Advertising materials are divided in two parts: Restaurant and Workshops.

Besides the sustainable food restaurant, Coconuts also provided training and workshops on how to recycle and be sustainable at home and in a business environment.

The workshops are not boring lectures and, most of the time, are taught with fun and interactivity. For its advertising campaign, we need to convey the same message.

The sustainable restaurant advertising campaign is made with humour and subtle social problem messages in order to induce thinking and self conscious in regards to the environment we live in.

In our everyday life we always forget to dispose something properly. A candy wrap, a post-it note, a coffee cup, a chewed bubblegum and other small things that, one day, when put together with everyone else’s “left behinds”, they are going to be a huge amount of rubbish.

Coconuts aims to bring consciousness to people, showing that small acts and things can change the whole environment.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

How do you like peeling a pineapple?

Recycling is easier.

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Restaurant related advertisements joke with the fact that vegetarian food is not just about tofu.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

OUR NEW MENU:

37 VEGETABLES 16 GREENS 13 KINDS OF BEANS 24 FRUITS

51 AND WE HAVE TOFU!

WWW.COCONUTS.COM.AU 185 WILLIAM STREET SYDNEY NSW 2000

SUSTAINABLE RESTAURANT

Standard layout style and type treatment in outdoor media.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

RESTAURANT ADVERTISING

52 RESTAURANT RELATED Pictures of other fruits and vegetables can be changed on the background in order to match the environment the advertising is put.

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

54 BIKE BILLBOARD Material to be run together with other billboards following the same tag lines and imagery.

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

56 Workshops are related to recycling and closed circle themes.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

OUR NEW MAIN COURSE

RECYCLING WORKSHOP HOW TO MINIMIZE FOOD WASTE AT HOME.

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AND MAKE YUMMY THINGS! COURSE DATES & TIME From 15may to 15july 2012 WED 18h-19h | SAT-SUN 15h-16h 185 WILLIAM STREET SYDNEY NSW 2000 SUSTAINABLE GOURMET RESTAURANT

1800 111 222 | www.coconuts.com.au

Standard “Social Issue”poster design style.

Red features the social issue theme.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

RECYCLING ISSUE ADVERTISING

58 WORKSHOP RELATED Uses impact sentences together with related imagery, therefore being more witty than the restaurant advertisements.

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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COLLATERAL MARKETING Recyclable brown paper bags with impact sentence is handed out to customer in the restaurant and exhibitions and event in order to stimulate recycling at home.

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

REFLECTION The sustainable concept for Coconuts was always there, but I did not know how to convey this message into advertising.

Because of its eco-friendlyness and “green” approach, a vegetarian subject came up to be a good topic to advertise about.

My flatmate is vegetarian, so I did a little bit of a research on how to be witty about it. “Most people think vegetarians eat only tofu”, she said. That’s when I decided to show in advertising that there is more than just one thing in the vegetarian/vegan world.

If we actually separate meat and the food that vegetarians can eat, the range is much bigger for the “veggos”.

I decided to do more outdoor advertising than direct pamphleteering in order to be more sustainable and also this is a good and noninvasive way to convey a message.

People look at it and read whenever they want and are interested in it.

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ADVERTISING

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INTERACTIVE SPACES &

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

BRANDED ENVIRONMENT

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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SIGNAGE & NAVIGATION Made of sustainable materials such as recycled glass and coloured pulp, the Coconuts signage features customized pictograms to guide customers to Toilets, Bar, Workshop classes and general navigation such as exit and fire hose reel.

The main use for the signage and navigation materials is indoors, communicating t o the customer in an eye-level.

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

68 NAVIGATION SIGNS Made of Recycled glass and pulp, the eco-friendly navigation can stand-alone or lay against the wall.

Variations in colour of the pulp may be used in order to adapt to the environment and be mobile.

Painted pulp

Recycled glass

Painted wood

Painted pulp

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

Recycled glass

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

70 BAR DESIGN Made of Recycled glass and pulp, the eco-friendly concept also applies to the restaurant environment as seen on the Bar design.

BAR DESIGN

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APPLICATION

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APPLICATION

VEHICLE

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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CAR APPLICATION Artwork applied in the Renault Kangoo ZE. The back is transformed into a catering station and a mobile sustainable restaurant.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

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INTERACTIVE SPACE

YOUTUBE VIDEO Scan the QR code beside to watch the Interactive Space animation.

In order to bring more consciousness about the environment and our responsibilities as human beings, the Coconuts Interactive Space features rusting metal in various rusting stages, since a subtle rust to a totally rusted surface. This aspect reflects the concept of “Everything we do leaves a mark”, “We are leaving things behind”.

The journey starts when the installation is put in place. The metal will rust more in time and the message will be communicated in a very artistic way.

The installation measures 6.5m in length, 3.5m in width and 3m in height with a total of 68.20m³ and it reacts to the environment it is in and its conditions such as wind, rain, heat or just a normal day.

The primal noises of raw metal colliding and dangling reflects the suffering the environment needs to pass in order to adapt to its new reality. In our case: pollution and clima change.

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Perspective

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

76 Perspective Eye-Level view

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

Elevation Side view

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Main full rusted piece

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INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

REFLECTION

Comparing to the Bar design I had to create last session, this time it is much clearer in concept. This sessions, by re-using the same brand, I had time to think not only about the 3D environment, but also the whole brand, which helped structuring my ideas.

I liked transferring the pictograms to a 3D form for the navigation and, even though they only work better in a controlled environment such as inside the restaurant, I believe it work for the purpose.

When designing the vehicle, I decided to keep the white paint exposed and just add some elements onto the car the same way I designed most pages on this Manifesto.

Although the interactive space fulfilled the brief from BC201, I do not believe it fits in this manifesto and I did not have time to develop a new one. I had another idea for the interactive space, but due to the many assessments to do, I could not develop it further because it would not fit the BC201’s brief.

INTRODUCTION & RESEARCH | VISUAL IDENTITY | ADVERTISING MATERIALS | BRANDED ENVIRONMENT

BRANDED ENVIRONMENT

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Hallan Moulin 33434T - Branded Environment Advanced design strategy & application 2012 Assessment 03 - Manifesto