NÜ Process Book by Katie Geary

PROCESS BOOK

INTRODUCTION The goal of this project was to either take an existing company and rebrand their identity, or to come up with something completely new. And that is just what I did. I created “Nü.” The genesis of Nü—short for nutrition— emerged from my own personal interest in health and nutrition. I wanted to focus both on physical and mental wellness, all the while providing the general public with an accessible way to better themselves in such aspects. Nü redefines fast food with nothing but nutritious and trustworthy products. By addressing the current debate on what is “real” and what is “healthy,” Nü helps those seeking good health to weed out sneaky competitors that make such claims and assist in reaching their ultimate body-related goals.

BRAND DEVELOPMENT To develop Nü into something conceivable, I had to first take into account who my competetitors were. By researching what worked and what did not for similar companies, I could design new and improved strategies to gather an audience, make a good profit, and benefit those consuming our products. After looking at what these companies had to offer, I came up with a list of words that fit the concept and to also keep in mind when designing Nü’s identity. Those words were accessible, fresh, honest, and quality. After thinking about what Nü stood for, I began to explore what the experience looked like for customers, I adressed th brand’s visuals—a key part in any successful company. The things focused on were as follows:

• • • • •

Interaction: Neighbor quality/friendliness Impression: “I like what this offers in comparison to xxx” Design & Language: Language should be truthful and relate to the audience Responsiveness: “This brand responds to my needs” Resilience: Sustainability as a business, what you’re selling is going to last

BIG-NAME COMPETITORS Panera, Subway, Starbucks, Chipotle, McDonalds, Wendy’s, Chick-Fil-A What makes us better: All of the options on our

menu are healthy, honest and sustainable; Rather than having one healthy, tasteless salad that may or may not have real ‘chicken’ and/or has more calories than a Big Mac, our menu offers real variety; everything on our menu is clean and will fuel bodies to the best of their ability. Geared toward those with a healthy lifestyle, but convenient and quick for anyone willing to test the waters.

PANERA

STARBUCKS

CHIPOTLE

SUBWAY

WENDY’S

MCDONALD’S

CHICK-FIL-A

BRAND STORY WHAT WE DO: We help our customers to live well. Inspire them to eat healthier with an emphasis on the key nutrients your body needs. HOW IT WORKS: We redefine the meaning of ‘healthy’ by providing a variety of clean eating choices so you can live a healthier, fitter, longer life while creating a more sustainable environment. Not just salads. OUR AUDIENCE: People with healthy lifestyles; those who are in the process of regaining their health; those who need an easier way to make a change to better their lives. On-the-go; busy moms; families; fitness junkies. WHY IT MATTERS: It matters because of the lack of variety and the lack of truth from healthy options in big fast food chain restaurants. If healthy food is more convenient and quick, the amount of people struggling with obesity or decaying health in America may decrease. Food powers your life It fuels all bodily processes that enable you to move, think and breathe. HOW WE KNOW: We know because when food is readily available, we are more likely to go for that option—especially when we are transparent about where the food is coming from and what specific nutrition provides. It is proven that good health leads to physical well-being, better mental health, more energy, and prevents disease. There is no aspect in your life that is not influenced by what you eat. Fueling your body with processed food, fast food, sugar, fat, and calorie-dense food affects who you are, what you do and your ability to pursue dreams and aspirations. Food is powerful and our company will help you use that to your advantage. OUR PROMISE: We promise to be transparent about where the food is coming from; again, food is powerful and our company promises to help you use that to your advantage.

ELEVATOR PITCH

“Bold flavor, zero guilt, no questions asked.

Send your taste buds sky high with the fresh and delectable variety of foods that our menu offers. Best part about it? They'll make you FEEL good. Fuel your body to live life well.

”

NAME IDEATION • • • • • • • • • • • •

PowerU Fast Green-and this Fresh bowl Fresh Stop-I’ll vote for this.. Clean Cuisine Green Fiesta BetterU or BetterYou YumBox PureGreen NativeGreens Nü Trition* Green Garden

PRELIMINARY SKETCHES

LOGO EXPLORATIONS

COLOR TRIALS

FINAL COLOR PALETTE

KIWI

STORM RGB 141/109/147 Hex 8da993 CMYK 47/22/46/1 PMS 557 U

RASPBERRY

RGB 199/184/84 Hex c7b854 CMYK 25/21/81/0 PMS 7765 U

CITRUS RGB 204/79/90 Hex cc4f5a CMYK 15/83/59/2 PMS 200 U

RGB 221/150/104 Hex dd9668 CMYK 12/46/64/0 PMS 7412 U

FINAL LOGO

TYPOGRAPHY abeatbyKai LOWERCASE CHARACTERS

abcdefjhijklmn opqrstuvwxyz UPPERCASE CHARACTERS

ABCDEFGHIJKLMN OPQRSTUVWXYZ OTHER CHARACTERS

!@#$%&*()_=+;:'" ,.?/1234567890~ Abadi MT Condensed Light

Abadi MT Condensed Extra Bold

LOWERCASE CHARACTERS

abcdefjhijklmn opqr stuvwxyz

abcdefjhijklmn opqrstuvwxyz

UPPERCASE CHARACTERS

ABCDEFGHIJKLMN OPQRSTUVWXYZ

OTHER CHARACTERS

`~!@#$%^&*()_ -+={}|[]\;:’”<> ?,./1234567890

BRAND MENU EXTENSION

FRONT

BACK

FIRST FOLD

FULL MENU

FULL BACK

RESTAURANT SIGNAGE

NĂź Brand Design: Katie Geary Faculty Advisor: Eric Benson Spring 2015 As partial credit for ARTD311 Intermediate Graphic Design University of Illinois at Urbana-Champaign, Champaign, IL