TA B L E O F C O N T E N T S 01
MARKETING
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TYPEFACE + COLOR MAP
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AESTHETIC STRUCTURE
04
CULINARY ANATOMY
05
SERVICE + CONCIERGE
06
PRODUCT APPLICATION
M A R K E T I N G
01
O R I O N is an upscale and independent establishment that offers the finest quality of foods and beverage to clientele in the Downtown Los Angeles area. Our surreal escape from reality evokes the ethereal mantra of the Japanese philosophy of “The Floating World� - a sub-reality from reality. O R I O N upholds its standards in quality of ingredients, food preparation, ambience, and etiquette. We never settle for second best. O R I O N welcomes all walks of life in our exclusive environment which commemorates great post-modern and minimalist aesthetics all around. Welcome to O R I O N .
M A R KE T ING
OBJECTIVES
PLAN
SUMMARY
STRATEGIC INITIATIVES
STRATEGIC OBJECTIVE 1
PRIMARY OBJECTIVE
ADVERTISEMENTS AND EXPOSURE VIA PRINT ADVERTISEMENTS
TACTICS
VANITY FAIR GQ, W, V PLAYBOY
BUILD IDENTITY AND REPOIRE FOR ORION STRATEGIC OBJECTIVE 2 PROMOTION VIA SOCIAL MEDIA
FACEBOOK TWITTER PINTEREST
SECONDARY OBJECTIVE PROMOTION AND INCREASE OF FOOD/ALCOHOL SALES
STRATEGIC OBJECTIVE 3 CHARITY/PR FOOD/ALCOHOL SPONSORSHIP
FASHION WEEK AIDS WALK AMFAR
Orion is mentioned in the oldest surviving works of Greek literature, which probably date back to the 7th or 8th century BC. They are considered the products of an oral tradition with origins several centuries earlier. In Homer’s Iliad, Orion is described as a constellation, and the star Sirius is mentioned as his dog. In the Odyssey, Odysseus sees him hunting in the underworld with a bronze club, a great slayer of animals. He is a constellation, the lover of the Eos - Goddess Dawn, Slain by Artemis, and known as the most handsome of the earthborn mortals.
W e b s i t e
A b s t ra c t
Ad ve r t i s e m e n t
THE HUNTSMAN BECKONS
T Y P E F A C E
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C O L O R
M A P
02
Pa n t o n e
U C
179-11 UC
PROCESS BLACK
PROCESS WHITE
133-3 UC
FUTURA MEDIUM
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DIN NEXT LT PRO
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Ty p o g ra p hy
A E S T H E T I C
S T R U C T U R E
03
E x t e r i o r
/
E n t ra n ce
E n t ra n ce
H a ll
D i n i n g
M a i n
B a r
S ky
B a r
Te r ra ce
P r i va t e
Ro o m
Re s t ro o m
C U L I N A R Y
A N A T O M Y
04
Da v i d
B a z ir g an Chef De Cuisine
F
rom his very beginnings as a teenage dishwasher in his hometown of Newburyport, MA, David Bazirgan showed promise. His culinary star started shining when, at age 20, he enrolled at Cambridge School of the Culinary Arts in Boston. There, as Bazirgan quickly picked up French technique, his path transformed: He was still using elbow grease, but it was to skillfully combine flavors that, years ahead, would garner him three-star reviews.
In his latest starring role as Executive Chef at Fifth Floor Restaurant, Bazirgan has finessed New American cuisine with a Japanese influence, and elevated the Fifth Floor restaurant to a 3.5 star review from the San Francisco Chronicle, with critic Michael Bauer declaring that Chef Bazirgan “proves he is truly a great chef.” Additionally, the Fifth Floor restaurant was recently added to the LA Time’s Top 100 Best Restaurants in the Greater Los Angeles list.
$19 Santa Barbara Sea Urchin, Black Bread Jalapeno and Yuzu Bay Scallops, Cranberry, Fresh Wasabi Blufin Tuna Ribbons, Avocado, Spicy Radish Ginger Marmalade Spicy Bluefoot Chicken Samosas Cucumber Yogurt Gulf Shrimp Gnocchi, Aged Pecorino Macerated Champagne Grapes $29
Goat Cheese Royale, Roasted Beets Pink Peppercorn Vinaigrette
White Miso and Black Cod Braised Lotus Root
$8
Arctic Char, Cremini Mushrooms Serrano Chile Rubbed Garlic
Apple Confit, Pine Nut Sponge, Tamarind Ice Cream
$34
Granny Smith Sorbet, Smoked Raisins Candied Fennel
Poached Lobster, Saffron Tapioca Gewurztraminer Foam
Chocolate Poppy Seed Cake, Meyer Lemon Curd Halva Powder
Braised Short Ribs, Asian Pear, Papaya Mustard Black Trumpet Mushrooms
Kaffir Lime Infused Jicama Shavings Limoncello Granite
Colorado Rack of Lamb, Red Curry Thai Mint
A m u s e
B o u c h e
N o u v e l l e
R i c h e
S E R V I C E
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C O N C I E R G E
05
B a r t e n d e re r
S e r ve re r
M a i t r e
‘ D
C o n c i e r g e
S h u t t l e
S e r v i c e s
P R O D U C T
A P P L I C A T I O N
06
S t a t i o n a r y
S e t
B a r
C o a s t e r s
M e n ’ s L o n g S l e e v e
L a p t o p B r i e f
W o m a n ’ s T a n k T o p
M e n ’ s T r a c k J a c k e t
M a r t i n i
G e n i e
D e c a n t e r
B o u r d e a u x
B u r g u n d y
P i l s n e r
W a t e r
H i - S n i f t e r
S h a k e r
E v e
D e c a n t e r
E s p r e s s o
B o t t l e
C a s e
H o r n
U t e n s i l s
2 0 1 2
A N D R E W
K I M