A4 LANDSCAPE FOLIO COVER This is the cover of your document and should contain the words “2568QCA Graphic Design 2” as well as your “full name” and “student number. You can design this cover in any way you like. This document is A4 landscape and should be bound appropriately. Remember to allow room on the inside margin for the binding.
Elizabeth Reed s2813751
2568QCA Graphic Design 2
2568QCA Graphic Design 2
Hi, my name is Libby Reed. I am a full time student at Griffith University Gold Coast. I am currently at the end of PROFILE PAGE my second year of a Digital Media Degree with a major in Graphic Design. My minor is a mix of Fine Art and digital This page should contain a little blurb about you andmy a photograph animation. Through time at university I have been of yourself. The main elementsinvited to include are your name, your to become a Golden Key Member. study level (second year, full-time etc.), your degree and major. I have a passion for Illustration, Design, Sculpting, well Aim for between 150 and 300 anything words. where I can be creative really. The contents that follow are for the assesment items You can design this profile page in any way you like, but it should for Graphic 2. The first part is a rebranding of a probably match your cover design in terms Design of style and personality. business. I chose Montmartre French Patisserie in Nerang. I chose this business because their food is devine but their branding is not. The second part we were required to produce an advertising campaign for a Drop One Product campaign. I chose to drop Food Additives because of the Addiction to Food Additves. I learnt a lot through the research I did for the second assignment. My family are now all on a healthier additive and preservative free diet.
Montmartre French Patisserie Brief A Screen shot of my Schedule to make the deadlines
About the business This business prides itself on Authentic french speciality cakes, breads and pasteries. The food is prepared inhouse daily without preservitives. It is located in a built up Industrial area in Nerang. This is central to both Nerang Business Centre and Nerang’s industrial area. The food is freshly cooked and prepared daily, it is of very high quality and appeals to the upmarket food lover. It’s as convientient as fast take away for surrounding businesses or customers to dine in. The business provides fast polite service by friendly french staff.
Target Audience There are three different target audiences.
Element to be redesigned Logo Menu Female Uniform Stationery eg. business cards, letterheads Website and Email footer.
Budget $15000 for a total rebranding.
- Businesses in the industrial area for quick lunch or takeaways. - Specialty cakes for special occasions like wedding, birthdays and celebrations. - Casual Customers from all over the Gold Coast wanting quality Authentic French patisserie food at a good price.
Overall Style Revamp in a fresh modern light to encourage a wider Target Audience and to represent what Montmartre produces.
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Schedule Logo Design - August 2nd Stationery - August 9th Menu and Signage - August 16th Website ans Email Footer - August 23rd Packaging - August 30th
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Branding for Montmarte French Patisserie. Montmarte is a quaint little patisserie situated on Spencer Road, Nerang. Montmarte prides itself on Quality Cakes and Pastries. They make to order, retail & wholesale, they make everything from scratch, with no preservatives. My target audience is ranging in the age of 16 to 50, Male and female but leaning more towards female. The customers that Montmarte get are from an industrial area but it also sits just off centre to the main city centre. The new branding for this patisserie will intice another market with it’s fresh clean colours. This will attract more upmarket business whilst still looking after the bread and butter. Monmartre is at the moment over looked by many and when discovered is a great surprise. The business concertrates on the high standard of food but I believe could have more fun with the branding. When you walk into this patisserie the main focal point is the shelves of colourful cakes with pasteries, fruits, jellies and custards. They are light and colourful. The exsisting branding for this company does not express all of what this business has to offer. With strong branding more people will know of this hidden treasure as it has a lot to offer.
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I’ve started sketching Monmartre to get a feel for the word. When I was semi happy with what I had, I then tried it out with wine. Although I had fun with the wine, it wasn’t giving me the end result I was looking for. When I switched to watercolour it reminded me of the jelly sitting on top of the cakes. I have used Trajan Pro for part of the logo, I feel it had a Frenchy feel to it.
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French Patisserie
FIRST ASSIGNMENT This double-page spread is the first of your folio pages. The first pages of your branding assignment should be laid out here in any way you like. You can use as many pages as you need to layout your assignment, but remember the document will need to be bound, so don’t allow the entire document to occupy more than 24–36 pages. If you do want to add or remove pages, remember, a sprial-bound document should be in multiples of 2.
It’s nice to have a fancy colourful logo but in some cases it will need to be clearer and will work better in black and white. This is a vector version of the logo. It’s better to have consistant branding across the board but it’d also important to be able to read it.
French Patisserie 10
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C:70 M:0 Y:35 K:0
C:0 M:75 Y:30 K:0
C:0 M:15 Y:20 K:0
C:35 M:75 Y:100 K:45
C:0 M:15 Y:50 K:0
I have added a secondary element to the branding. The tart is a clear image to descibe what the business is about. I have added stripes for the french feel but mainly use this as a hint on packaging and uniforms.
French Patisserie 12
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French Patisserie
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French Patisserie
With the uniforms I have kept it simple and practical. Because they do keep very busy they need to be comfortable but why not get them into the colour scheme aswell. There are two different aprons to choose from. I have only designed a female uniform as there are only females working at Montmartre at this point.
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In the packaging area I have included boxes and napkins these are important to keep the precious cakes and tarts intact and looking their best for travel. At the same time they are consistant with the branding and are a good source of advertising for the business.
Fren ch P atiss e
rie
French Patisserie
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French Patisserie
Some of the food will be more suited to a bag for packaging. This would suit pasties, breads or macaroons for example. These bags are consistant with the brandiing and will also be a good source of advertising for the business.
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sserie i t a P h Frenc
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large medium
Mini Fruit F lan Mini Fruit Flan$4.20
When customers are on the go the coffee cup is a must. Because the coffee is so good at Montmartre these cups will be seen by many. This is ideal advertising for the business as people will see this cup and want a coffee with a difference. As good as word of mouth! The tags are to put into the cakes etc. for pricing and information. This will also help tie in the branding across the board.
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Mini $4.20 Fruit Flan
$4.20
small
Fren ch P atiss erie
French Patisserie
rie Patisse French
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Fre
nc h
Pat is
ser ie
Business cards are an important way to get your credentials out there. The problem is they get thrown out, but with these doubling up as Loyality Cards there is a better chance they will be hanging around. They will also entice customers to return, to get that free coffee and macaroon. I have included a letter and enevelope although these aren’t used much it’s nice to have just incase.
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French Patisserie
07 5596 2350 montmartre.com.au 2/52 Spencer Rd Nerang 4211
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An email footer will be used a lot through the running of things, why not make it look professional and tie it in with the branding. A website will also help to make Montmartre look professional. It will supply information about everything Montmartre is about. I have run the branding through to the website as well so customers will have instant recognition. Visit: montmartre.businesscatalyst.com
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This is a concertina brochure on what Montmartre has to offer. This includes items that can be made to order or that may not be displayed at the time. This can sit at the counter or on the tables or be displayed at other places of business as advertising. It is double sided and is something fun for the customers to take home. It folds out to 490mm wide and 90mm in height.
Cakes
Ta r t s
M acaroons
Special Occasion
We have an assortment of cakes from Carrot Cake to Mud Cake, if it’s French then we have it. If it’s Cheese Cake you are after then we have them too. We serve three tiered cakes, whole cakes or individual cake slices. We cook to order or we have a huge selection of delightfully flavoured and coloured cakes. All our cakes are baked and prepared instore by our well reknown French Chef. This is how we keep our cakes original and full of that famous french look and taste. Come in and see what we have to offer.
We have a fanastic selection of mouthwatering tarts to choose from. All are made fresh and with the secret french ingredients that leave you wanting more. If you feel like indulging but not being to naughty come in try our decadent display of fruty tarts. You can pre order these tarts or just come in and see what we have in store. Each tart is as tempting as the next but if you would like certain ingredients in particular then we can make it happen. Just make sure to give us time to prepare and place a order.
Why not try our authentic macaroons. You have never tasted anything like them! Macaroons of late have become very popular with their bright colours. But don’t be fooled they may look pretty but lack that tastey punch. Our Macaroons uses a French recipe handed down for generations. You will be surprised when you bite into our Macaroons they will consume you with an overwhelming joy of undescriable yumminess. You haven’t lived untill you have experienced one of our Macaroons.
If you want special we can help you. We are known for our famous Croquembouche. We have special recipes passed down from generation to generation to give you the most treasured experience of a lifetime. Perfect for a that one off special occasion. We can make anything to order that we sell instore. Just give us some notice so we can make it as special as we can for you. We cater for large numbers but will need to know in advance to get the very best produce. One bite will take you on a journey around the world and back.
$4.00 per slice or $23.60 per cake
$3.50 per tart or $30 per dozen
$2.90 per tart or $25 per dozen
The more you order the cheaper it goes. The above price is for standard cakes only.
The more you order the cheaper it goes. Please give a week in advance.
Prices will vary depending on quanity. The more you order the cheaper it goes. Please give a week in advance.
Pa s t e r i e s
Breads
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. We have a huge selection of speciality pasteries ranging from the famous red wine pie to the well reknown classic of the French croisant. Amongst our well known favourites we have tastey surprises waiting for you that yo wouldn’t have guessed were french. Why not come in and try something new everyday. There is so much to choose from, it’s mind boggling.
We have a huge selection of fresh breads and fresh bread rolls. All are made very the classic french flavours. Artisan baguette made on a light levain; crusty with a honeycomb crumb. Multi grain Sour dough and Rye with many more. We can make up fresh Salad rolls or sandwhiches for a lunch on the go or to dine in. These are famous with people who want to eat well but want to eat in style. If it’s French we have it. If it’s yum you want then we have that too.
$3.50 per tart or $30 per dozen
$4.50 per salad rolls
The above price is for standard cakes only. Prices vary on speciality cakes.
07 5596 2350 montmartre.com.au 2/52 Spencer Rd Nerang 4211
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The more you order the cheaper it goes. The above price is for standard cakes only.
All breads and rolls vary in price
French Patisserie
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French Patisserie
This is a trifold standup menu that will sit on the tables. It contains information about products and services supplied by Montmartre. There is also a large Menu that sits on the walls inside the patisserie. This will supply Information on products and prices. It will be a large printout behind perspex. The perspex can lift up easily to make any changes. The perspex will keep it looking Shmick.
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Small Cakes
Bread and Rolls
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb. $4.00
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb. $4.00
Large Cakes
Pasteries
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb. $34.00
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb. $6.00
Macaroons
Pies
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb. $2.00
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb. $6.00
Tarts
Special Occasions
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb. $4.00
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb.
Flans
Made to order
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb. $24.00
We bake fresh french pasteries everyday. These are light and fluffy and perfectly French. Artisan baguette made on a light levain; crusty with a honeycomb crumb.
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5596 2350
French
montmartre.c
Patisser ie
om.au Spen cer Rd Neran g
French Patisserie By using billboards and car wraps you are pushing your advertising out there and reaching a large volume of the public. If people don’t know about you, with this type of advertising they soon will. The billboard will only be seen for a very short time so only needs basic information. The car will be seen for a longer time period but keeping the phone number readable as it drives by is a good idea.
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SECOND ASSIGNMENT This double-page spread is the first pages of your drop one product assignment and can be laid out here in any way you like. You can use as many pages as you need to layout your assignment, but remember the document will need to be bound, so don’t allow the entire document to occupy more than 24–36 pages. If you do want to add or remove pages, remember, a sprial-bound document should be in multiples of 2.
Merchandice can always come in handy to promote your business. Customers wearing or using your merchandice in public will bring attention to your business. Keeping the branding consistant through out will only make your branding stronger and your business more successful.
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Beligum based photographer Frieka Jansens’ series of children smoking was originally meant for anti smoking. But I think it is good imagery for my message as well. Additives are just as addictive and are the cause of many health problems. The images of the children smoking are meant to have a surreal impact upon the viewer and compel them to truly see the connections of addiction. I want to shock the viewer but at the same time give them a message quickly.
Addiction to FOOD ADDITIVES My topic is about addiction to food additives. The target audience for this campaign are parents, male or female. The market statergy I am using throughout is to shock, confuse and evoke emotion so the viewer will be left asking questions. I am using Jansens’ series of children as a visual story to get immediate connection between addiction and my topic. Around these images I have designed it in a way of bread crumbs starting with basic information then leading them to more on the website or facebook page. This is a serious issue and needs a colour scheme to match. I have used somber colours and have used the deep red to give impact. I have matched the colours to the photography as the images are my focal point. References: Liebman, B 2012, “Food & Addiction”, Nutrition Action Health Letter, vol. 39, no. 4, pp. 1-7. Clark, V.L 2007, Poisoning for profit: MSG Addiction and the American Diet Syndrome. Ludwig, D 2009, “Artificially Sweetened Beverages”, Cause for Concern. JAMA, viewed 13 October 2013, via Griffith University database.
No children were exposed to smoke while creating this campaign. 38
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1.
Media examples In this campaign I have covered 6 areas: 1. Magazine ad 2. Magazine article
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3. Collect cards in Sanitarium packs 4. Local Bus service 5. Billboards 6. Facebook page.
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6. 5.
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r e l l ki E10 E10
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yeah, it might look good but what’s actually in it? This is plan B. It’s colour would draw people in and get the attention but I think plan A is stronger.
...the Ideas stage When I originally looked at this campaign I researched what had been done before. These are all great concepts with good imagery but I needed something different to what has been done before. Something that would get peoples attention and get them asking questions. 42
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Logo Design
chew on s i h t
the fight against food additives
the fight against food additives 45
food ADDITIVES
Survey for feedback The questions were :
CUSTOMER THREE
M/F:
Male age 46
Age:
Q.1 That she is a professional smoker it’s disgusting that she is smoking at that age!
Are you a parent?: 1. What message do you get from this print out? 2. Which of the two designs do you think is effective in addressing that message? 3. Do you think that this advertising brings attention to the addiction of food additives? The following were only from customers that were parents. CUSTOMER ONE Female age 24 Q.1 Food Additives are bad
The addiction to food additives is a number one concern after shocking new research shows food additives are just as addictive as smoking, alcohol or drugs and can have deadly consequences. Find out what’s in your food. KNOW WHAT YOU’RE EATING!
Q3 Yeah CUSTOMER FOUR Male age 71
www.foodfight.com.au the fight against food additives
Q.1 We all know smoking is bad at any age but this is shocking.
Q2 The top one is clearer but the other one has more information. Q3 Yes
Q3 Yes We don’t know what they are putting in our food.
CUSTOMER TWO
CUSTOMER FIVE
Female age 43
Female age 64
Q.1 Food Additives are bad for you?
Q.1 A young photoshopped girl smoking but really are they as bad, I didn’t know.
Q3 Yes
BAD
Q2 Second one cause it says look over here dickhead. Writing on top takes away for the picture but it makes it more about additives than about smoking. Maybe less words. Some of those words I can’t even say. Keep the apple.
Q2 I worry about the growing time in chickens, what do they put in them then we have to eat them. And the structure of the plant before it goes to be food. It’s a worry.
Q2 The second one because it’s in a shape of an apple. It makes you zone in on the words, the background is softer which makes the message easier to take. Also the word additive going over the apple connects it more. Very good though.
are JUST AS
Q2 It’s interesting with the apple shape. Secrets gets into our subconcious that it’s meant to be natural food. The girl is smoking all the words but under the guise of nature, straight from the orchid.
Olestra MSG Benzoate Preservatives
food ADDITIVES are JUST AS
Brominated Vegetable Oil
Sodium Nitrite and Nitrate Shortening, Hydrogenated Partially Hydrogenated Oils
Q3 Yes
High Fructose Corn
BAD
I put a survey down at the local hairdressers where my daughter works. I knew that not all the customers would fit the demographic of a parent but I knew I would get some that were. I thought this would be a good place to get feedback on my designs and to see if my message was clear. As the customers were sitting there waiting it gave them something other than the magazines to read whilst getting their hair done. I printed out three copies of two different layouts. It was a quiet day but I managed to get some interesting responses that fit my demographic. After reading the answers I decided to change a few things. It was clear that the second image they associated with food more and less about smoking. I will keep the apple shape but try less words going over the top. I prefer the top one as it’s cleaner but the suggestions make sense. I look at them now and think the top one looks more like a smoking advertisement.
The addiction to food additives is a number one concern after shocking new research shows food additives are just as addictive as smoking, alcohol or drugs and can have deadly consequences. Find out what’s in your food. KNOW WHAT YOU’RE EATING!
www.foodfight.com.au the fight against food additives
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corn Syrup
Addiction to Food Additives The research that is coming from the addiction to food additives is overwhelming and in time will lead to a different way we all look at food. Because of all the health problems associated with additives and the fact that scientists are now proving them addictive things will change. Similar to how cigarettes used to be sold in vending machines making them easily accesable to the unaware public. Soon we will tackle the problem of food additives as we had tackled the fight against cigarettes and bring awareness to people so we all can know what’s in our food and we will know what we are eating!
Aspartame
MSG
food A ADDITIVES are JUST AS
sodium benzoate
...and many more.
www.foodfight.com.au
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the fight against food additives
BAD
The addiction to food additives is a number one concern after shocking new research shows food additives are just as addictive as smoking, alcohol or drugs and can have deadly consequences. Find out what’s in your food.
KNOW WHAT YOU’RE EATING!
Magazine Advertising I have tried to make the message consistant throughout the campaign. This magazine ad is 18cm x 25.5cm. It will suit any magazine with it’s simple but punchy message. Not all of the information is on there but it does lead you to a web site with more information.
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Magazine Article
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Sanitarium advertising I think the perfect sponser for Food Fight is Sanitarium. They both are about healthy food options and would partner well together. Sanitarium are suppling $5000 to five lucky people to go towards their school tuckshop of their choice. The cards are also good to collect for healthy lunch ideas and offers good ideas to substitute for junk food. On the front of the pack there is an advertisement of this fundraiser aswell as a QR code that links to the Food Fight Facebook page where they can enjoy an arrange of tips, facts and recipes.
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Card inside Sanitarium packs
This is a close up of the card that is inside the Sanitarium Packets. It is bright and fun to collect whilst carrying a serious message. It informs briefly of the addiction to additives and the competition that is running. In the inside there is a healthy alternative to food that is full of additives. 57
SIGNAGE ON PUBLIC BUSES AND BILLBOARDS foodfigh
t.com.au
the fight agai
nst food
additives
foodfight.com.au I have made the message consistant throughout the campaign. This will run through to the signage as well. Local buses and Billboards are a perfect way to reach a large volume of people. Because of the imagery it will be quick to associate the two together forming a message that food additives are addictive. They can later look into it more indepth on the website in their own tme.
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Facebook page Facebook is a must for anyone wanting to get current information out there. This site will be full of the correct information on addictions to food additives. The page will be able to answer questions and give advice. The page also will have delicious recipe ideas that will be able to replace the junk food diet.
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A4 LANDSCAPE BACK COVER This is the back cover of your document and can be left blank, or be a continuation of the front cover design. When the document is finished, remember to TURN OFF the Instructions layer and save the document as a PDF. You will also need to submit an A4 printed version of this folio booklet to your tutor at the beginning of the tute.
Elizabeth Reed s2813751