Mido Cafe rebrand

2011/12 – Semester 2 SD3232 Contemporary Chinese Design For Global Markets Jonathan Mak Long 10217223D Project brand: Mido Cafe Team members in Phases 1 & 2: Lau Ka Man Li Ting Ting Pang Ho Jing Kyle Knapp

Jonathan Mak Long 10217223D

Phase 3A Brand Identity Design Concepts

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 3A Brand Identity Design Concepts

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

Emotional

Essence

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Selected Design Concept Logical “Refined randomness” - An intentional mishmash of various elements Fashionable - Keeps in touch with the times

Approachable - Takes it easy but energetic Has character - Local, quirky & playful Bold, more flamboyant

Positioning Heritage ⍉○○○○●○○○○ Fashionable Formal ○○○○⍉○○○●○ Casual Heritage ⍉○○○○●○○○○ Fashionable Formal ○○○○⍉○○○●○ Casual

“We are the quirky little brother of the original cafe. Our heritage is something to be proud of, but we would like to reinterpret it in an exciting, youthful way so that this generation can connect and bond as the older patrons did, and enjoy a revamped, refreshing Mido experience.”

Keywords Respectful parody, Surprises, Twists on traditional elements, Fun, Dynamic, Light-hearted

Target customer Place of birth: Hong Kong Age: 21 years old Occupation: Student at City University of Hong Kong. Part-time salesperson atH&M Personality: Not the most extroverted person, but enjoys spending time with friends. Considers himself to have good taste.

Conscious of current trends, but has an interest in history and culture.

Interests: - Reading in Pacific Coffee on his own - Hanging out with friends at upstair cafes in Mong Kok during weekends - Playing the ukulele - Bowling - Playing chess - Visiting museums Favorite brands:

“I like going to Mido because it is different.

It has a cool vibe, but still has the laid-back atmosphere of the Mong Kong upstair cafes I usually visit.

It’s a hip place, but the human touches make my visits there quite relaxing and intimate. It is also quite reasonably priced for the unique experience I get to have”

Phase 3A Brand Identity Design Concepts

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

Selected Design Concept “The Old is Now In”, “In with the Old”, “So Old We’re Cool”...?

The charm stems from the eclecticism, the carefree attitude:

“Anything Goes” 「 乜都得 」

2011/12 – Semester 2

Phase 3A Brand Identity Design Concepts

Design directions Old wordmark update Modern visual elements Chinese & English combined

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 3A Brand Identity Design Concepts

Trial applications

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Jonathan Mak Long 10217223D

Phase 3B Brandmark Design Refinement

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 3B Brandmark Design Refinement

Selected concept I am quite pleased with the vertical version of the previous logos, but they all rely heavily on the dominant use of an expansive brown background, and are difficult to apply across different conditions.

The container

Exploration and fine-tuning.

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 3B Brandmark design refinement

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

Logos Large 100%

⊗ ⊗ Small 30%

2011/12 – Semester 2

Phase 3B Brandmark design refinement

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

Color Palette Colors in the logo

Primary Colors

Secondary Colors

C: 17% M: 1% Y: 70% K: 0%

C: 16% M: 67% Y: 94% K: 3%

C: 25% M: 0% Y: 8% K: 0%

2011/12 – Semester 2

Phase 3B Brandmark design refinement

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Typography FZYao Ti

American Typewriter Light & Bold

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis lacinia, risus in pulvinar ornare, eros erat feugiat risus, eget egestas arcu tortor eu tellus.

Aliquam sit amet risus rutrum tortor volutpat luctus vel in quam. Morbi eget orci ut nisi sodales

Phase 3B Brandmark design refinement

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

Brand Identity Signature No fixed placement of the tagline or alignment of the logo within the bounding box, as long as it is not exceeded.

1.5 X X

1.5 X 1.5 X

X

X

X

1.5 X

2011/12 – Semester 2

Phase 3B Brandmark design refinement

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Brand Identity Signature Consistent typographic voice Appropriate contrast & overlapping.

Should not obscure the name

乜

得

都

乜

都

得

乜

都 得

Phase 3B Brandmark design refinement

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Brand Identity Signature

都

乜

得

乜

都

得

都

乜 得

Phase 3B Brandmark design refinement

Other Identity Elements The “Mido Face”

The container & other bits and pieces

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 3B Brandmark design refinement

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Touchpoints (works-in-progress)

I

MIDO

Jonathan Mak Long 10217223D

Phase 4 Final Touchpoint Applications

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 4 Final Touchpoint Applications

都

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

2D Touchpoints — membership card

乜 得 油麻地廟街63號地下 G/F, 63 Temple Street, Yau Ma Tei 23846402

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 4 Final Touchpoint Applications

Jonathan Mak Long 10217223D

2D Touchpoints — menu

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 4 Final Touchpoint Applications

Jonathan Mak Long 10217223D

3D Touchpoints — neon sign

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 4 Final Touchpoint Applications

Jonathan Mak Long 10217223D

3D Touchpoints — interior

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 4 Final Touchpoint Applications

Jonathan Mak Long 10217223D

3D Touchpoints — interior

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 4 Final Touchpoint Applications

Jonathan Mak Long 10217223D

4D Touchpoints – website

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 4 Final Touchpoint Applications

Jonathan Mak Long 10217223D

4D Touchpoints – website

Project brand: Mido Cafe

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

Phase 4 Final Touchpoint Applications

Jonathan Mak Long 10217223D

Project brand: Mido Cafe

4D Touchpoints — TV spot

http://www.youtube.com/watch?v=UxAHZ_yu_fs

SD3232 Contemporary Chinese Design For Global Markets

2011/12 – Semester 2

都

得乜

Thank you.