Project/Rationale - Concept Statement Brief Title:! Dairy Farm Ice Cream Parlor What is the problem? ! !
1. ! !
Dairy Farm need a visual identity to establish their new Ice Cream Parlor brand.
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2.! !
Audience must be intrigued in wanting to taste this exceptional ice-cream and experiencing the environment of the Parlor.
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3.! !
They need to be seen as the ‘go to’ Ice Cream Parlor, that their target audience would rather go to than their competitors.
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4.!
The ice-cream flavors need to come across as mouthwateringly appealing
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5.! !
Make the process of making and eating homemade ice-cream more intriguing and fun
I intend to (inform/instruct/persuade/educate/promote to) !
educate, persuade and promote
... a group of (identify your specific audience or context) !
ice-cream lovers (families, couples, groups of friends)
... that (state your message, idea or concept) !
Dairy Farm is the most fun Ice Cream Parlor
In order to achieve this I will produce... (specify at this point in time what you aim to produce, the method of delivery/ distribution/the context in which it will be viewed) A logo design and identity Branding and promotional material across a range of media channels - Promo posters - Signage (exterior and Interior) - Range of Ice Cream Flavours - packaging and labels - Ice cream tubs and cones packaging - Napkins - Menu - Business Card This will be produced using... (state at least two media that you intend to use) Screen print