Project Book ZoUP! CAMpAIGn
Note From The Author
...FoR MY FAmILY... NoW I HAVE SoMeTHInG ElSe To sHOW FoR AFtEr ALl Of THeSe YEArS Of sCHoOlINg!
Table of Contents • CHAPtEr 1: ReSeArCH 1 • CHAPtEr 2: CReATIVe DEVeLoPmEnT 2 – ReSeArCH PApEr 1.1 – – – – –
COmMUnICATIoNs AUDIT COmPeTItIVE AUDIT SWoT CReATIVe BrIEf DEmOgRApHICS
• CHAPtEr 3: StYLe GUIDe 3 – – – – –
COloR PAlEtTe TYpOgRApHY IMAgErY TeXtUReS LoGo gUIDElINeS
3.1 3.5 3.7 3.9 3.11
1.7 1.9 1.11 1.13 1.15
– – – –
COmPeTItIVE SUrVeY DEsIGn ReSeArCH MoODboARD LoGo DEVeLoPmEnT
• CHAPtEr 4: FInAL DEsIGnS – FACeBoOK – TWItTEr – SmARt DEVICe APpLICAtIOn – EmAILs – MAIlINgS – TeLeVISIoN
2.1 2.3 2.5 2.7
Chapter 1
Research
ABsTrACt The success of a restaurant is dependent on the customers. If your food establishment has no clientele, the business will not succeed. Customer loyalty is important. What can restaurants offer to maintain current customers coming and gain new clientele? This paper examines Zoup! fresh soup company and their current rewards program for catering clientele and the benefit of implementing a non-catering customer rewards program. The campaign is a means of proving that it is more than just a soup store and that it has more to offer than just a local restaurant. Evidence from other fast-casual and fast-food restaurants has shown that a customer rewards program can increase customer loyalty to that particular establishment. Zoup! is an example of a fast-casual restaurant offering a connection between fast-food and casual dining. Fast-casual is a concept that has existed since the early to mid 1990s, but has only become mainstream in the 2010s. Zoup! offers delicious soups, salads, and sandwiches in an upscale environment at a reasonable price. Currently Zoup! has a rewards program for clients that order through catering, where points are accumulated by every dollar spent and can be tracked online on their website. When a certain amount is collected, a reward becomes available. To stay afloat in today’s economy and fast-paced society Zoup! needs to continuously evolve through their website and social media, but also continuing to introduce new flavors of soup and maintaining more soups on the daily menu. Panera and Wendy’s have a customer reward program, which have shown increased customer loyalty.
Research INtRoDUCTIoN Customer loyalty is important to any business, especially in the restaurant industry. Happy customers that are satisfied with the food they eat is important to keeping clientele coming back to your establishment. Offering something unique is a great way to draw customers to your restaurant. Zoup! Fresh Soup Company for example is a fast-casual restaurant offering an array of fresh soups, salads, and sandwiches with the slogan “Something for Everyone”. These nutritional options include low-fat, vegetarian, dairy-free, gluten-free and low-points. All recipes feature allnatural, fresh ingredients and complex layers of taste and flavor. Zoup! also offers made-to-order GreenZ! Salads, SandwichZ!, baked desserts and beverages. Zoup! is a fast-casual restaurant, which means they do not provide a full table service, but offers a more upscale atmosphere and complex madeto-order dishes. The term fast-casual is a fairly new term used to describe the concept between fast food and casual dining with the following characteristics: limited-service or self-service format, an average meal price between $7-$11, foods that are made-to-order and more complex in flavor than a typical fast-food restaurant, a more upscale décor, and most often do not have a drive-thru window. The concept became popular in the early to mid 1990s and more mainstream not in the 2010s (FastCasual.com, 2006; Franchise Direct, 2003). This paper examines how the catering rewards program at Zoup! provides customers an opportunity to gain rewards for every dollar they spend on catering and will discuss creating a similar program on noncatering food purchases to increase customer loyalty and to increase clientele. As a fast-casual restaurant, providing rewards for dining at Zoup! creates an affordable casual experience with high quality foods for everyone to enjoy and come back time and time again. 1.1
Paper KEY FInDINgS Zoup! is known for making soup. It began in 1997 originally as a just a soup company, manufacturing and distributing wholesale soup and spice products to hundreds of restaurants. Inspired by their passion for soup, the founders of Zoup! created hundreds of recipes with a talented chef. They knew that really good soup is hard to find, that the qualities of a really good soup can elicit feelings of comfort and warmth. A demand in the market for hand-crafted, fresh soups was apparent. Equipped with delicious soup, they were ready to open. Zoup! locations rotate twelve daily varieties as well as low-fat soups such as Veggie Waves of Grain, Old Fashion Chicken Noodle, and Frontier 7 Bean, dairy-free soups like the Mulligatawny and Sesame Noodle Bowl, vegetarian soups, including Tomato Bisque and Rustic Vegetable Bean and low points options such as Spicy Black Bean Chili and Wild Mushroom Barley as well as other favorites like Chicken Pot Pie, Lobster Bisque, and Vegetarian Split Pea. It has expanded to offering salads, sandwiches, smoothies, and quick treats, like cookies and brownies, to further enhance the dining experience. To help customers select from all the soup options, sampling is encouraged. Some people think soup is more of an appetizer than a meal, but with many combination options, everyone’s appetite will be satisfied (Zoup!, 2013). Zoup!’s campaign project is about maintaining its customers’ loyalty, while gaining more customers at the same time. It is a way for the company to connect with potential clientele and maintain the customers it already has. The campaign is a means of proving that it is more than just a soup store and that it has more to offer than just a local restaurant. It is about expanding the company in a way not thought of before, by increasing consumer numbers but also corporate store numbers as opposed to franchise locations. Zoup! is out there for the long run and will always be around as a staple of fast-casual food service. Zoup! needs to maintain its customers while gaining others and continuing to add corporate locations in order to stay afloat in today’s economy and fast-paced society by continuing to evolve through their website and social media, but also continuing to introduce new flavors of soup and maintaining more soups on the daily menu. The problem with Zoup! in customer loyalty is that there is only a rewards program for customers that order catering. There is no rewards program for those customers that go to Zoup! and dine in or take out individually or in smaller groups. The way the Catering Rewards Program works is that for every dollar spent on a catering order, one point is earned towards the catering awards program. Once customers reach 500 points, they will receive a $20 gift certificate. This is a great incentive for people to get catered meals from Zoup!, but what percentage of sales and profit is catering to the franchise? Depending on the location of the restaurant, non-catering sales may account for the majority of the profit for the franchise and therefore it is important to keep the clientele coming back to your establishment and not some other fast-casual restaurant or even worse, a fast-food restaurant. 1.2
KEY FInDINgS COnT. The reason this project is important is because many locations of Zoup! have closed, which is not good for the franchise. Zoup! has quality products and offer a fastcasual atmosphere that is reasonably priced, which is important in the current economic situation. Really good soup is good for one’s well-being and can provide comfort similar to the cooking of your grandmother. Also, because Zoup! is a franchise, owners of individual stores may not have financial success to maintain the costs of running the restaurant and have now closed. This is difficult in keeping devoted customers too Zoup! A customer loyalty rewards program would improve the amount of customers that come to eat at Zoup! and to continue their patronage to the establishment. The thought of a rewards program would persuade us on dining at Zoup! compared to another food establishment with similar soups and foods, like Panera, for example. Panera is a casual restaurant serving soups, salads, sandwiches and other baked goods, similarly to Zoup! They do not specifically advertise their soups like Zoup! does. Panera has a loyalty rewards program called MyPanera, where they keep track of the purchases you make at their restaurant and reward you with items on the menu
that you prefer and other surprises. Rewards received in this program are an incentive for customers to return to this establishment and would benefit Zoup! by increasing customer loyalty. Presently, Zoup! has a well developed website where you are able to see the menu, the details of each soup, salad, or sandwich, and nutritional food values, as well as order online for catering. The online system also includes a Zoup! location finder, a tracking system for the catering rewards program, and a link to enter your email to receive daily emails from Zoup!. If a tracking system is in place for catering customers, implementing a non-catering rewards program should be an easy next step. Similar to the MyPanera rewards program at Panera, a Zoup! card that would be swiped at every purchase to record the items that the customer buys at each visit. Then surprises and rewards such as coupons on their birthday and a free bowl of soup after every fifth soup purchased, for example. The goal of this campaign for Zoup! is to maintain its current non-catering clientele. Zoup! consistently receives accolades from local and national media and organizations including: #9 of Top 100 Movers & Shakers by Fast Casual Magazine,
Research INC magazine, HOUR Detroit Magazine’s “Best Soup” and Nation’s Restaurant News “Hot Concepts!”. These awards and honors should be featured more on their website because these are commendable achievements that make Zoup! a great company that is one of a kind. Their online influence also extends to social media sites and links to their company’s profiles on Facebook and Twitter allowing their followers to learn more about Zoup!, what they have to offer, and new items on the menu. The popularity of social media sites can increase the company’s clientele by creating more exposure and advertising for Zoup!’s fresh soup and other foods. Advertisements for the customer rewards program on these social media sites create more exposure to consumers to Zoup! The target audience for Zoup!’s rewards program would be individuals around the ages of 18-34 because this age group is more likely to participate in customer loyalty programs, social media sites, and are more educated on eating healthy foods (Franchise Direct, 2003; Pienta, 2003; Rowe, 2009). Zoup! is a fast-casual restaurant and as a fast-casual dining establishment it has the reputation for being healthier than fastfood without burning a hole in your pocket.
Paper cont. KEY FInDINgS COnT. Customers perceive it as healthier and therefore find it a better option for lunch or dinner for one or the whole family. The fast-casual setting creates lower costs for everyone (FastCasual.com. 2006). Individuals in this target audience tend to be more health conscious and should favor eating at a place like Zoup! compared to McDonalds, Burger King, or Wendy’s. As more people become educated on eating healthy foods, the rise in customers to Zoup! will increase. Zoup! offers fresh soups, salads, and sandwiches of high quality to customers at inexpensive prices. Zoup! uses a distinct orange color and font for their logo that distinguishes their company. This logo and color should be changed for the customer loyalty rewards card for members to use to gain rewards (Color Matters, 1995). The card would be called a ZCard where tracking points and rewards would be done online on the website, like the catering rewards program. The card will be in the shape of a spoon and would be silver because you eat soup with a soup. Since one of their popular soups is the vegetarian split pea soup, the green color of that soup should be used on the card in the logo. The design of the logo on the front of the spoon would say ZCard in split pea green in the shape of
alphabet pasta, which looks appetizing. On the back of the card would be a barcode that would be scanned at every purchase to track the customer’s points and purchases. Coupons should be offered for the customer’s birthday. After a certain amount of points, rewards should be given to the customer, such as coupons or discounts on their next purchases. After the fifth soup purchase, the customer should be given the next soup free. Zoup! emphasizes their high quality ingredients and fresh soup. Images of their freshly made soups, salads, and sandwiches should be featured (istockphoto, 2013). People eat with their eyes first. Creating appetizing menus, posters, and other pictures of the food at Zoup! will appeal to individuals taste and cravings. These images should also be displayed in the establishment in a classy way to enhance the atmosphere of the dining area. Health-conscious items have a larger-than-normal portion of the menu in order to emphasize the healthier food options (Pienta, 2004; Smith, 2010). Specials for the holidays, such as Lent where individuals eat less red meat for a certain amount of time, or seasonal offerings that feature vegetables and ingredients that are in season, are items that should be featured on the menu to try.
1.4
Research COnCLUsIOn This paper examined how the catering rewards program at Zoup! provides customers an opportunity to gain rewards for every dollar they spend on catering and will discuss creating a similar program on non-catering food purchases to increase customer loyalty and to increase clientele. As a fastcasual restaurant, providing rewards for dining at Zoup! creates an affordable casual experience with high quality foods for everyone to enjoy and come back time and time again. Research has shown the popularity of fast-casual restaurants and catering to the demands will benefit the company.
Customer loyalty is important to any business, especially in the restaurant industry. It will increase with the incentives of earning points in order to get coupons or free items from the menu and with quality soups, salads, and sandwiches. The use of social media sites and the Zoup! website to advertise free soup rewards and coupons will gain more clientele and keep current customers happy and coming back to Zoup! Other food establishments have done similar programs, such as Panera and Wendy’s, and have been successful in gaining clientele. Zoup! has also seen success in their catering rewards program, which
should show success in a customer loyalty rewards program. Happy customers that are satisfied with the food they eat is important to keeping clientele coming back to your establishment. Offering something unique is a great way to draw customers to your restaurant. The creation of the non-catering rewards program is the next logical step for Zoup! to increase clientele. If Zoup! Fresh Soup Company has “Something for Everyone,” then this program will truly give something for everyone.
1.5
Paper cont. ReSoUrCEs FastCasual.com. (2006, May 29). Knowing Your Customer. FastCasual.com. Retrieved February 21, 2013 from http://www.fastcasual.com/article/108114/Knowing-your-customer Beckett, Cheryl. (2007, December 4). Research Lit: Design Research Made Easy (If Not Accurate. AIGA. Retrieved February 21, 2013 from http://www.aiga.org/research-lite-design-research-made-easy/ Color Matters. (1995). Color & the Body. Retrieved from http://colormatters.com/color-and-the-body Color Matters. (1995). Color & Vision. Retrieved from http://colormatters.com/color-and-vision Franchise Direct. (2003). Fast Casual Restaurant Franchise Study. Retrieved from http://www.franchisedirect.com/foodfranchises/fastcasualrestaurantfranchisestudy/14/260 Panera. (2013). MyPanera. Panera. Retrieved February 21, 2013 from http://mypanera.panerabread.com/?ref=pbhometop Pienta, Gretchen. (2003, May/ June). Catering to Consumers. CCIM Institute. Retrieved February 21, 2013 from http://www.ccim.com/cire-magazine/articles/catering-consumers Rowe, Megan. (2009, May 1). Why Fast Casual Kicks Butt. Restaurant Hospitality. Retrieved February 21, 2013 from http://restaurant-hospitality.com/features/why-fast-casual-0409 Smith, Daniel. (2010, September). Assault on Casual. QSR. Retrieved February 21, 2013 from http://www.qsrmagazine.com/competition/assault-casual iStockphoto. (2013). Search Results. Retrieved from http://www.istockphoto.com/search/text/soup/source/basic#141ccf2b Ludwick, Caleb. (2006, February 22). Go To The Customers of Your Customer. AIGA. Retrieved February 21, 2013 from http://www.aiga.org/go-to-the-customers-of-your-customer/ Wendy’s. (2013). Our Menu. Wendy’s International Inc. Retrieved February 21, 2013 from http://www.wendys.com/food/Frosty.jsp Zoup! (2013). About Zoup! Retrieved from http://www.zoup.com/AboutUs.aspx Zoup! (2013). Our History. Retrieved from http://www.zoupfranchise.com/about-us/our-history.html
1.6
Communic atio n
1.7 Â
Audi t
1.8
Competitiv e LoGo’S BY COloR
In my search to find as many fast food chain logo’s I came across a few black and white one’s with a slight hint of color. Once I put a PDF file together of all the logo’s by color like our example, my eyes kept being drawn to that portion of the document, more so than any other logo’s. Airey states, “Notice how most of the design is created in black and white, with just enough color added to call attention to the clever transformation of letters into speech marks. This is a classic example of how text does not have to be lifeless,” in regards to a logotype example he refers to in his book (2010). Although this quote refers more to logotype, I thought it was fitting in regards to the logotype and logomark combinations that I found that are primarily black and white. I believe this is fitting due to how I reacted to the competitor logo’s I found. I think the reason I was more drawn to these logos is due to the fact of the pop of color. 1.9
Audi t LoGo’S BY TYpE I think these are some of the most effective logos. I feel like they are simple enough, but provide the consumer with some extra information about the company. It’s like visually telling a story; one needs to give one’s audience enough information to keep the story moving along without “telling.” I consider these combination’s to be as such, so I do not agree with Airey’s comment. He explains, “Sometimes your client just needs a professional logotype to identify its business. Use of a symbol can be an unnecessary addition” (2010). I think it’s just another way to add to the company, which makes things more easily recognizable. I do not believe use of symbol is unnecessary, if used properly. I believe this based on these icon and logo apps that are games I play on my iPhone. I can see a logo and immediately know what company it belongs to, even if it is a logotype and logomark combination. True, not all companies need one, but I think he comment is a bit too vague. There was only one logomark that I came across in regards to Zoup! competitor’s. Wendy’s was the only one. They’ve recently changed their logo from their name with Wendy to just the face of Wendy. I find that rather interesting, seeing as I thought I would’ve seen more logomark’s than logotype and logomark combination’s. I think there really are no logomarks, because they are rather hard to design. According to Airey, “No amount of fancy gradients or color choices will rescue a poorly designed mark” (2010). Although Wendy’s uses red, black, white and light blue, I think it’s effective because there’s a face put to the name. I’m one of those people who can remember faces, but not names. Why are there so little logomark’s? After looking for logotype quotes, I found one that really stuck out at me. Airey states, “If the company is entertaining ideas about future expansion into other markets, it might be better to opt for a distinctive logotype, because an identifying mark or symbol might prove restrictive” (2010). I only found a few competitor logo’s that were strictly a logotype. I wonder if Airey’s statement is why those companies chose to use a logotype instead of a logomark or a combination of both? What are everyone’s thoughts? Personally, I wasn’t as drawn to these companies as Airey suggests one might be.
1.10
SWOT
StReNgTHs Farmer’s Market Picture Choose to show how Zoup! uses local farmer’s and their produce. Also shows how the food is always fresh. Money crossed out Picture Shows how Zoup! is low cost. Person Running Picture Helps to prove how fast-paced Zoup! is.
OpPoRtUNItIEs
Healthy Living Picture Represents promoting Zoup! as a healthy dining out food choice. Family Picture Stands for a family-oriented company. Social Media Bandwagon Represents the need to expand throughout social media. Trust / Loyalty / Growth Graph Picture Shows how the company can improve it’s customer loyalty. Limited Picture Stands for the need to increase daily soup varieties. Contract Picture Stands for creating partnerships rather than franchises to increase company growth.
WEAKneSsEs Number’s Picture This connects to having many franchise locations and few corporate locations. Skyscraper’s Picture Represents corporations, and the need for more corporate locations. Burger Crossed-Out Picture This was chosen to show how fast-food is seen as unclean or bad. Since Zoup! is considered to be fast-food, this could be why more people are unaware or uncertain of eating here. Loyalty / Growth Graph Picture Shows that Customer Loyalty and Corporate Growth continue to increase, but not as they should. Change Ahead Sign Picture Represents the need for change to maintain customer’s.
THrEAtS
Noodles & Company Logo One of Zoup!’s competitor’s. Panera Bread Logo Another of Zoup!’s competitor’s. Tug-of-War Picture Represents competition. Multiple Soups Picture Stands for having too many varieties of soups as a bad thing. Economy Picture Represents the still unstable state of the economy. One day it appears things are on the up and up, and another day it seems it has regressed backwards. Franchise Cube Picture Stands for having too many franchises and not enough 1.11 corporate locations.
Analysis SUmMArY
The colors I chose for these photo’s represent a number of things. All the different shades of green, orange’s, brown’s, and red’s stand for healthy and earthy (for the farmer’s / farmer’s markets). The yellow’s stand for the happy and fun environment that is put forth by Zoup!. The blue’s stand for opportunity.
1.12
Creativ e PoSItIOnINg StATeMeNt Zoup! appears to be on another level compared to it’s competitor’s, Panera Bread and Noodles & Company. It’s somewhere where consumer’s go if they strictly want soup. Panera Bread and Noodles & Company appear to be the places to go if you want to eat a treat or something other than soup. It is a fast food restaurant that is actually fast and healthy.
ObJECtIVe To increase customer loyalty.
BIg GoAL (BHAg) To be the best soup producer and seller in the world.
UNIQUe SeLlINg PrOpoSItIOn (USp) To be the best high-quality, low-cost, healthy soup producer and seller in the world.
CALl To ACtIOn To get people into Zoup! and keep them coming back for more.
1.13
Brie f KEY FeATUrEs AND BenEfITs Fast service: Allows for easy in and easy out food service. Online Ordering / Catering: Allows for even faster service and more convenience.
KEY TeNetS Family Variety Healthy
TArGet CLUbS AND TrIBeS Healthy High-quality Fast-food What do they do? Maintain and promote high-quality, healthy fast-food. Panera Bread Noodles and Company Planet Fitness LA Fitness All music genres, primarily Pop, Hip-Hop, R&B, Mainstream, and Country Target Walmart Meijer Whole Foods Essence Family-like atmosphere and good homecooking maintains loyalty. Inspiration Cheap but high-quality fast-food.
1.14
Demo TArGet AUDIEnCe Middle and Upper Class 16 years – 70 + years Families 2+ Persons household Married and unmarried $15,000+ Income Any education level
1.15
graphic s
PeRsOnAS
1.16
Chapter 2
Creativ e development
Competitiv e
2.1 Â
survey
2.2 Â
Desig n PAnErA BreAD Panera Bread “Make Today Better” Campaign: Achievement: The advertisement strives to serve the freshest and in-season items to its customers. This ad shares this goal and achievement. Exhibition/Stimulation: This ad also caught my attention right from the start, because I could tell it had something to say. It certainly describes the company’s goal and aspirations, but also wants to provide options for its clientele. Novelty: This advertisement also provides insight into wanting to enable customers to try new things, rather than always have the same thing over and over again. Each time I go to Panera I usually get something different, except in the wintertime. I tend to stay with Broccoli Cheddar soup, but otherwise, the rest of the year I try sandwiches and salads. Compare that to when I go to a Coney Island. I only get Fish and Chips with a side of Chili for fries
2.3
Research NoODlEs & COmPAnY Noodles and Company “Be Balanced” Campaign: Exhibition/Stimulation: The advertisement definitely catches attention. It was one of the first images that caught my eye, because of the colors and shapes. It was different. Recognition/Nurturance: This ad also helps to prove that it cares about health and that it is highly thought of by others. It makes a powerful statement about healthy living and today’s fast-paced world. Novelty: This ad is the definition of needing to change one’s routine. Having an energy bar (or breakfast bar) and a latte (or coffee) for breakfast is definitely what this fast-paced world has defined as breakfast, but that’s not what it should be. Just because society has become so quick does not mean that people should sacrifice their health and well-being. Noodles and Company is attempting to show that you can still eat great while being on the go. 2.4
Mood DRAfTs MoDErN AnD HIP
HEAlTHY AND FrEsH
COmFoRt AND CHIC
2.5
Board FInAL MoDErN AnD HIP
2.6
Logo SKeTCHeS / DRAfTs
2.7
Development FInAL
2.8 Â
Chapter 3
Style gui d e
Desig n COloR PAlEtTe Orange = Seems to be one of the best attention grabber colors of today. I know when I see this color I automatically think warm climate and fun. I associate this with something new and exciting, and I would hope others would too. I would like to incorporate this into the logo of the project, but also in the interior design portion of the business. Yellow = Automatically makes me happy and think of the sun, as well as warmth. It is inviting, but a bold and powerful color that is also attention getting. It’s what I would use as an accent color in the interior design of the business.
Lime green = This is another of my favorite colors, because it reminds me of Florida for some reason (I just love the state and Walt Disney World). Anyway, I chose this shade of green, because I feel like green has been used too frequently for this culture and today’s society since everyone is talking about being “green" all the time now. This would probably be used as an accent color in the interior design, but I would definitely use it for the logo. I think this color works best because it conveys how I would like the company to be seen: full of possibilities and prosperity.
To add, I chose most of these fonts based on what I felt when I saw the fonts. I went with my gut, because it’s usually right. According to Bonneville, “Many times, a typeface just strikes you for some reason as appropriate. Your right brain knows it but your left brain can’t understand why" (March 24, 2011). I guess I usually do this when I’m just playing on the computer Aqua = I chose this mainly because it is one of my favorite and creating scrapbooks, greeting cards or invitations really. If colors, and it’s not something I see every day. Trying to stick I see a font that seems to work well with the event, then I with the culture is also why I chose this color, because it stands typically use it. I don’t usually use fonts that I don’t feel as for healing and protection. The culture is about Zen-like though they convey the message I want to convey. qualities, so I still want to tie this into the company, but I wanted to do it in a different way since the “normal" way is continuously repeated. I would use this in the interior design and logo as well. Light red = I suppose this could be considered to be closer to almost a pink shade, but I want this to be part of the interior design of the business and logo as well. I think it will really convey the passion and sensitivity to the brand and audience.
3.1
Standards
PoSsIBlE FUtURe DO’S
DO’S RGB 51 204 204 CMYK 75 0 0 20 RGB 0 255 51 CMYK 100 0 80 0 RGB 255 255 0 CMYK 0 0 100 0
RGB 255 51 51 CMYK 0 80 80 0 RGB 255 102 0 CMYK 0 60 100 0
RGB 204 0 51 CMYK 0 100 75 20 RGB 153 0 51 CMYK 0 100 67 40
RGB 204 51 204 CMYK 0 75 0 20
RGB 102 0 102 CMYK 0 100 0 60 RGB 102 51 204 CMYK 50 75 0 20 RGB 51 153 255 CMYK 80 40 0 0 RGB 0 204 255 CMYK 100 20 0 0
RGB 0 153 153 CMYK 100 0 0 40 RGB 102 204 204 CMYK 50 0 0 20 RGB 0 153 102 CMYK 100 0 33 40
RGB 0 204 102 CMYK 100 0 50 20 RGB 255 204 102 CMYK 0 20 60 0 RGB 102 204 102 CMYK 50 0 50 20 RGB 255 0 51 CMYK 0 100 80 0 3.2
Desig n
DOn’Ts RGB 51 51 51 CMYK 0 0 0 80
RGB 153 153 153 CMYK 0 0 0 40
RGB 255 153 102 CMYK 0 40 60 0
RGB RGB 51 0 0 255 255 102 CMYK CMYK 0 100 100 80 RGB 102 102 102 0 0 60 0 CMYK RGB 0 0 0 60 RGB 51 255 51 204 255 0 CMYK CMYK RGB 80 0 80 0 255 153 153 20 0 100 0 CMYK RGB 0 40 40 0 RGB 102 255 153 204 153 153 CMYK CMYK RGB 60 0 40 0 25 204 204 0 25 25 20 CMYK 0 20 20 0
RGB 153 255 255 CMYK 40 0 0 0
RGB 153 51 0 CMYK 0 67 100 40
RGB 255 153 51 CMYK 0 40 80 0
RGB 204 204 0 CMYK RGB RGB 204 153 255 0 0 100 20 255 153 0 CMYK CMYK 20 40 0 0 0 40 100 0 RGB 153 153 0 CMYK RGB RGB 153 153 255 0 0 100 40 204 153 0 CMYK CMYK 40 40 0 0 0 25 100 20 RGB 153 204 102 CMYK RGB RGB 153 102 102 25 0 50 20 102 102 51 CMYK CMYK 0 33 33 40 0 0 50 60
RGB 51 51 0 CMYK 0 0 100 80
RGB 153 255 102 CMYK 40 0 60 0
RGB 102 102 0 CMYK 0 0 100 60
RGB 204 255 204 CMYK 20 0 20 0
RGB 204 255 102 CMYK 20 0 60 0
RGB 153 204 153 CMYK 25 0 25 20
RGB 51 102 0 CMYK 50 0 100 60
RGB 0 51 0 CMYK 100 0 100 80 3.3
Standards RGB 153 255 204 CMYK 40 0 20 0 RGB 204 255 255 CMYK 20 0 0 0 RGB 0 51 51 CMYK 100 0 0 80 RGB 0 102 153 CMYK 100 33 0 40
RGB 102 153 204 CMYK 50 25 0 20 RGB 51 102 153 CMYK 67 330 40 RGB 0 51 102 CMYK 100 50 0 60 RGB 0 51 153 CMYK 100 67 0 40
RGB 204 204 255 CMYK 20 20 0 0 RGB 153 102 204 CMYK 25 50 0 20 RGB 51 0 102 CMYK 50 100 0 60 RGB 102 0 255 CMYK 60 100 0 0
RGB 255 0 255 RGB CMYK 255 204 255 0 100 0 0 CMYK 0 20 0 0 RGB 255 102 204 CMYK RGB 0 60 20 0 51 0 51 CMYK 0 100 0 80 RGB 255 51 204 RGB CMYK 255 153 255 0 80 20 0 CMYK 0 40 0 0 RGB 255 153 204 RGB CMYK 255 102 255 0 40 20 0 CMYK 0 60 0 0
RGB 204 102 153 CMYK 0 50 25 20 RGB 153 51 102 CMYK 0 67 33 40 RGB 102 0 51 CMYK 0 100 50 60 RGB 255 0 153 CMYK 0 100 40 0 RGB 204 51 102 CMYK 0 75 50 20
RGB 255 102 153 CMYK 0 60 40 0
RGB 255 51 102 CMYK 0 80 60 0
RGB 153 102 0 CMYK 0 33 100 40 RGB 204 204 102 CMYK 0 0 50 20 RGB 204 204 51 CMYK 0 0 75 20
RGB 102 51 0 CMYK RGB 0 50 100 60 204 255 51 CMYK 20 0 80 0 RGB 204 153 51 CMYK RGB 0 25 75 20 153 204 0 CMYK 25 0 100 20
Desig n TYpOgRApHY Modern No. 20 This font was chosen since it is modern and fits with the Modern/Hip theme of the campaign. I chose this font because of the same reasons I chose “Neutra Text." I may not use this, however, because I feel this has been used too many times in today’s society. I like it, because it is another take on “Times" or “Times New Roman." I just feel like it is too casually used these days. Vaguely Fatal This was chosen since it was fresh and something that I have never seen before. I want to use something different that will easily be recognized as “that" brand, such as “Sharpie." To me this font is like a modern twist on the Zen culture. It appears relaxing to me. I feel that it is pleasing to the eye. Neutra Display – Drafting I chose this text based on looking over the “Fonts Used" link from our reading. I searched for modern fonts already in use, and this was one of them that really caught my eye. The other was “Modern No. 20." I like this because it is clean, bold, and easy to read.
3.5
Standards Cont. SAmPlE TAgLInEs
Healthy and Fast Comfort Soups!
More soup vari e ti e s than never before! No nEeD To WAIt FoR COmFoRt fOoD ANYmOrE!
3.6
Desig n T e X t U R e S
Centerpieces: I chose this because this portrays the “hip" and “modern" feel the client is looking for. I would not mind utilizing the flowers in the vases, because the color works well with the trendy notion of this project, but I would rather see colorful flowers such as roses. I think using flowers would help to evoke a feeling of warmth, security, and balance. According to whatsyoursign.com, “Some helpful key words pertaining to symbolic rose meaning: … balance… passion… devotion…" (2005-2011). The rose would help to portray my ideas for the company of passion and devotion, as well as balance, to still somewhat connect to its culture but also convey what the company is today and that it is here to stay.
Frames: I chose this image for the design and colors. I think they really work well together, and going based off of my gut again according to Bonneville. The image creates a feel or mood of excitement, fun and youth. The Treehouse article states that color “can affect our moods so we surround ourselves in the colours that have a positive impact on our mood” (September 10, 2009). I suppose that is part of the reason why I chose these colors. I also like the abstractness of the photo. Using recycled picture frames that have been painted and hung on a wall in a fashion to create 3D art, may be a cool and effective way to gain the target audience’s attention.
Wood Grain: I chose this as a texture or pattern, and also for the color. The inside of the Zoup! restaurant’s should express cleanliness, brightness and warmth. I was thinking more of a beach theme when I was redesigning Zoup!’s image. I would suggest only using textures and patterns that fit this notion to help maintain that type of atmosphere. There is no date or information of this image, since it was retrieved from my desktop photos.
3.7
Standards Cont.
3.8 Â
Desig n I M A g E r Y
Standards Cont. Kitchen Sets: I like these images because they are modern inspired with shapes, colors and designs I am aiming for. I think the images promote the modern idea because of use of space as well. They show that even in the tiniest spaces, things can still be kept clean and organized. I think this suits well since the location of the restaurant would be a mobile one and is probably limited on space due to that fact. I don’t think it would be a huge restaurant such as that of an Olive Garden, due to its mobility.
Other: The above images were chosen to help maintain the beliefs and values the company is about. All images correlate to the start of the company, and what Zoup! is really all about. Family, healthy and fresh must always be expressed by the company in order to retain the customer base while adding more to the group.
3.10 Â
Logo DO’S BlACK AND WHITe
The previous logo employed hues of brown and orange, as well as black. IT did not really convey the true essence of the company. This prompted a revamp of the logo. The revamp includes warm, bright, happy colors to express the fun, modern, and family values of the brand. The new logo truly conveys the whole experience and essence that one will encounter at Zoup!. It really engages the beliefs and values of the company, but also enables consumers to enjoy those aspects of the brand.
TrANsPArEnT
COloR
PrEVIoUS DEsIGn
3.11 Â
Guid elines VErTICAl
DOn’Ts SQUIsH No BoRDer
StReTCH
3.12
Chapter 4
Creativ e development
Jessica MacKay 2013 Full Sail University