OUGD504
WHAT IS DESIGN FOR PRINT
T e n j i n Y a k i t o r i B a r
JAMES KEEFE / LEVEL 5
The Brief:
To create a concept for the branding of a typographically themed restaurant. This will be through a visual identity and means of promotion.
Concept/Proposition Tenjin Yakitori Bar. The name ‘Tenjin’ refers to the Japanese God of language and calligraphy who taught humans to write. Background An energetic, fast paced Japanese restaurant that sells ‘Yakitori’ which is food on a stick that is grilled to order. The bar is a friendly environment with a menu that is designed for sharing and tasting some exciting flavours for a really sociable event.
For this brief I decided to brand a contemporary Japanese restaurant that specialises in a style of traditional Japanese cuisine called yakitori. The brand will target young professionals by communicating quality through a focus on print.
Considerations Methods of delivery: Print Create a range of Printed material: -Logo -Menu -Stationary Web -Online menu -Desktop -Smart phone -Ipad Proposals -Interior -Exterior - Uniforms
Tone of Voice Professional but not to formal to create a friendly, sociable and welcoming atmosphere.
Target Audience Young professionals -Ambitious -Creative -Educated -Income -Sociable
Mandatory Requirements Research/Development Strategy Specifications Prototypes Presentation
Deliverables A range of printed material Application to web
Research/ Concept: Mutton Quad > Typography > Tenjin: god of language and calligraphy
Through investigation into Japanese cuisine I came across a style of food called yakitori. This became the theme the restaurant and informed the design decisions I made.
I wanted the design to be contemporary but also communicate the origins of the cuisine. I researched Japanese design and logos to help inform the development of the brand and identity.
Because I decided to focus on print, the main element of research for this project was to gain a better understanding of applying a design to range of material. Through investigation into branding and identity I identified that successful brands have a strong, recognisable logo that is supported by a design that can be used across a variety of mediums to create an identity.
I decided to focus on print so it was necessary to research how a design can be applied to a variety of applications. Consistency across media will be the key to a successful and strong brand and identity.
Brand/ Identity
logo
fonts:
colour scheme
cinzel -bold -regular
Tw Cen MT -bold -regular
The logo was informed by the style of food. Yakitori is cooked on a grill to order, the three black lines in the center of the circle represent the grill. The lines and the negative space surrounding form the letter T to reference the name Tenjin. Red and black was a recurring colour within Japanese design and art that I research so I decided to use these colours to communicate a recognisable brand.
C-
0
18.11
M-
0
100
Y-
0
82.68
K-
100
8.47
print range:
The print range consists of menus; inside and out, tableware; sake bottle, sauce bowl, spoon, plate, napkins, table mat, chopstick packaging and holders, coasters, promotional flyer and business cards.
Application to Web
For the application to web I have created a simple website that works across a range of platforms, displaying the menu and contact details. The menu page has drop down menu for quick and easy access. The contact page has the restaurant location, telephone number and email address for enquires and links to social networks. The design relates to the inside menu to keep consistency across
Proposal
Order taking system
Instead of talking orders by hand I wanted to create a system that uses ipads to improve efficiency for a fast past, energetic environment. Orders are taken by pressing the menu buttons, this swipes the screen to the right to reveal the menu content. The taker will input the orders by pressing the plus sign , if a mistake is made or the customer changes there mind, the minus button can be pressed to alter the order. To return to the main screen, swipe the screen to the left, the items will be listed in the main menu with the quantity as well. Once the order is finalised the taker will press the send button to send the order directly to the kitchen.
context EXTERIOR
SIGNS
A few examples of the use in the context. The branding features subtly through out the restaurant creating a instantly recognisable identity.
INTERIOR
CHEFS KNIFE
UNIFORMS