BUILT ON TRADITION 2
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TABLE OF CONTENTS
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Mission statement - 7 8 - Style guide stationary - 11 12 - promotion plan store front - 15 16 - interior design food/menu - 22 25 - products advertising - 26 31 - vehicle web design - 35 38 - conclusion
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MISSION STATEMENT
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he year was 1799. Samuel “Sam” Kennedy arrived in America with his wife, Catherine, and their three small children, James, Lynn, and Edward. With the hope of creating a home away from home for his family and dearest friends, Sam spent everything he had to become the proud owner of a key. This key unlocked a small shop in Philadelphia, PA, and the Kennedy House was born. Sam worked tirelessly to transform the Kennedy House into a truly authentic Irish pub - one that would hold within its doors the true essence of Ireland. With the help of his three children, Sam went on to open four more pubs bearing the Kennedy name in
Boston, Los Angeles, Chicago, and most significantly in Belfast, Northern Ireland. It is our belief that in order to continue to deliver the most authentic Irish experience, we must always stand behind our history. The Kennedy House is a fine Irish pub that prides itself on remaining true to the culture and values of the Kennedy lineage. Our mission is to bring our family recipes - recipes that have been passed down within our family from generation to generation - to the mouths of all. It is our hope that from the moment you step inside our doors, the comfort of “home” will surround you.
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STYLE SHEET
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STATIONARY
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PROMOTION PLAN
he direction of the company is based on our rich history of tradition. However, with the changing times of technology and social media we plan to expand even further. This expansion would take place outside of the United States, to create a more global recognition of our restaurant. We do still have our original Irish kitchen in Belfast, Ireland but have ideas of opening more in the many countries of Europe. The demographic that our family has recognized since the 1800’s has shown a commonality of young and old. We aim to cater to all and to provide a rich experience of a true Irish family kitchen. With that being said, the markerting plans have focused on rural and urban areas in the large cities of Los Angeles, Boston, and Chicago. Since these cities have large populations, we wanted
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to advertise in ways that thousands of people would come across in their everyday life. Advertising would be recognized on billboards, magazines, newspapers, buses, and of course social media. The recognition of our shield and keyhole is of upmost importance to us. For many years and even today, our restaurant and its popularity has spread by word of mouth. If we have the financial backing to expand in other countries, we will be starting fresh; unless we can get more exposure in these potential countries. We would need the help of placing these kitchens in prime locations where they can thrive. The revenue stream would be much greater if we opened in larger markets with great trends of tourism. This would allow our diversified customers the chance to bring home their experiences.
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STORE FRONT
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INTERIOR
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MENU
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MAGAZINE ADVERTISING
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www.KENNEDYHOUSE.com
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CATERING
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SOCIAL MEDIA
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“MAY THE ROOF ABOVE YOU NEVER FALL IN, AND THOSE GATHERED BENEATH IT NEVER FALL OUT.”
- Anonymous 37
DENNIS KENNEDY • SPRING ‘14 • APPLIED BRANDING
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