OUGD603 - Brief 1: fonte de vita
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Emily Lodge
Brief
Audience & Tone of Voice
Deliverables
The brief is to create ‘fonte de vita’ , a luxurious Italian bakery and cafe based in London.
The establishment is aimed at the wealthier population of London, or those who have an appreciation for authentic baked Italian goods. The overall tone of voice is quite serious as it reflects the authenticity of the brand and products.
Brand & Identity Printed Range of Bakery & Cafe Collateral Proposed Website Extension & Further Application
‘Fonte de vita’ stands for ‘source of life’, referencing how bread is perceived in religion. This reflects the strong religious values present in Italy.
OUGD603 - Brief 1: fonte de vita
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Emily Lodge
Italy Research
Modernism Research
Subject Research
With the idea of creating an Italian establishment, research into Italy in general is needed to understand the culture. This research has shown that vast difference between stereotypical Italian and current Italian culture. It is clear that when establishments do Italian inspired, they appear to follow a very out of date approach, with rustic themes and a lot of use of the Italian flag. However, it is clear that current Italian culture overall is very contemporary and modernistic.
Building on the research conducted about Italian culture, it is clear that modernist influence is a large part of this. Simple and clean layouts, giving each element its own space is key. The use of sans serif and readable typefaces is also common. These elements make designs readable, effective and sophisticated.
Researching further into Italy, it shows that food plays a large part in the culture. There are a huge variety of traditional and contemporary Italian baked goods, coffees and meals. This shows that there is a viability for a purely Italian bakery and cafe, as well as having large and varied product ranges. Bread in particular has a large impact on culture as it also has religious associations.
OUGD603 - Brief 1: fonte de vita
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Identity Development Building on the influence of modernist style design, the brand follows the idea of simple but effective design with no complications. This identity started as a purely type driven design. This was developed to include three lines, representative of the three colours on the Italian flag. Following this, a simplistic representation of wheat was created, putting the design into context.
The name originally started as ‘vita’, translating to ‘life’. This is due to the religious connotations of bread in the bible. As Italy is a very religious country, the branding incorporates this to be reflective of the importance of bread. The name then moves to ‘Cibo de vita’, which translates to ‘food of life’, putting it a bit more in context with the brand. The name was finalised as ‘fonte de vita’, meaning ‘source of life’. This is more religiously relevant, and with the mark included, ‘food’ is not necessary in the name.
Emily Lodge
OUGD603 - Brief 1: fonte de vita
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Emily Lodge
Typefaces Logo Font
Colour Scheme Primary Colours
Berthold Akzidenz Grotesk Bold
C=25 M=25 Y=61 K=0
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Headings
C=46 M=63 Y=62 K=50
Primary Colours
Berthold Akzidenz Grotesk Bold
C=14 M=20 Y=20 K=85
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
C=0 M=0 Y=0 K=100
Body Copy
Berthold Akzidenz Grotesk Regular
C=0 M=0 Y=0 K=0
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Branding
Typography
Colour
The final identity decided is ‘fonte de vita’ and the simplistic wheat grain emblem. A very simple layout for these was chosen, with the idea that they will be used together, or the emblem can be used on its own.
Working off the modernist influence, the typeface chosen for all text is ‘Berthold Akzidenz Grostesk’ - the very influential typeface of the modernist era. The bold weight is used in the logo and as headings. Regular weight is used for all body copy. This is the only typeface used across the branding.
Gold and a dark brown are the primary colours to this brand. This combination is influenced by the idea of being a luxurious brand. The gold will also be foiled on materials when appropriate. A darker brown is also used to enforce this luxury side further and be a contrast against the primary colours when needed. Black and white are also used. White is representative of stock, while black is what all body copy is in.
Brand guidelines have been created to show how this branding can be used and varied across media.
OUGD603 - Brief 1: fonte de vita
Printed Material The printed collateral is applicable to both the bakery and cafe sides to the establishment. All brown stock used has the branding foiled in gold to create a contrast and show the luxury of the brand. All containers, glasses and plates have black vinyl on them, either of the full logo or the emblem.
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Emily Lodge
OUGD603 - Brief 1: fonte de vita
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Emily Lodge
Printed Material The collateral has been split into two sections - the bakery and the cafe, however these can overlap. The cafe collateral shows plates and glasses, with their products included to show context. Simplistic coasters have also been included. For the cafe, there is a pad for staff to write down orders. Pages inside are perforated for easy removal.
The bakery collateral shows packaging for the products. Simple designs have been used for both the bags. The first is a thin light brown paper bag for the products to be placed in. These would be closed up with branded sticker when full. The second bag is the branded carrier bag for products to be placed into once wrapped up. The brown paper gives a more luxurious feel and the stock used is thick to carry the weight of multiple products well.
For both sides there is a menu which details all products sold. It also details how these are sold, and if they are sold in the bakery, cafe or both. A small thank you note has also been produced. This is to be used for all bakery purchases and cafe snacks.
OUGD603 - Brief 1: fonte de vita
Extended Application The imagery shows how the brand would be extended to work in the realistic situation of being an actual establishment. The use of simple and sophisticated design across all elements is shown, incorporating all colours of the brand and displaying how the interior and exterior would appear.
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Emily Lodge
OUGD603 - Brief 1: fonte de vita
Website Proposal A simple and sophisticated website to promote the establishment and its goods. The website works on a scroll design, with all necessary information shown simply and reflective of the branding. This website is used to keep customers up to date on recent developments in the brand, as well as showing the menus available.
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Emily Lodge