Chapter
Intro / Concept
brand guide
03
1
brand guide
In this guide, you will find a complete account of all the brand elements of incrEdible Adventures. It is designed to act as a process. A journey that will help you understand the company that much better. From knowing its root concepts and goals to detailed directions on handling its graphics and knowing its various food offerings. IncrEdible Brand Guide is a classified book that should be distributed only by the management. It should not be copied or distributed to any non-employees or customers.
incredible Mario Kounio MFA Graphic Design Academy of Art University San Francisco - 2011 Thesis Project
The graphics reproduced in this book are ownership of Mario Kounio. All photograph rights in the book are owned by their respective photographers. copyright 2011
intro / concept
02 - 13
2 brand identity
14 - 23
3 brand elements
24 - 39
4 brand applications
40 - 61
5 incredible food
62 - 71
Index
1
01
information
02
taste
Chapter
understanding
03
1
Intro / Concept
theory
The rudimentary role of food in ethnic culture
archetypal food
evolved into a global language.
culinary interchange
that expresses the real human experience better than any art form
bicultural understanding
which makes supermarkets, a mosaic of world culture.
global identity
02
interactive packaging
to portray an ethnic culture’s tradition and provides
culture specific entertainment
an advanced form of exhibition with
multi-sensory exhibition
more information in a more user friendly fashion.
advanced understanding
Chapter
Using less packaging for more exciting things
Intro / Concept
application
05
1
no more true evidence exists of a culture’s soul and history than its culinary traditions
06
Intro / Concept Chapter
and there is much more to it than the watered down, canned version we all have come accustomed to
07
1
IncrEdible utilizes exotic foods and dishes to explore cultures from around the world. All, cultures reveal their history, traditions and values through the culinary arts that have evolved over centuries.
Intro / Concept
mission statement
IncrEdible offers a global table tour to nourish bodies, minds and spirits.
Chapter
Our line of products ranges from packaged full meals, snacks and sweets to beverages and savory ingredients to spice up home preparation. Our line of gustatory adventures are also available in select restaurants.
09
1
10
11
Chapter
Outdoor paella kitchen, South Spain
1
Intro / Concept
02
Delve into the heart of a faraway land. Skip the fast food right in front of you and learn its gastronomical secrets. The dark corners that really mean something. Your pleasure guaranteed by our team of guides, chefs and dieticians. As you take the first step and broaden your horizon by choosing one of our sacrilicious meals, we take care of the travel expenses.
Intro / Concept
delicious adventures
IncrEdible foods are specifically designed for the western market. Prepared for your palette, without off-putting textures, smells and tastes.
Chapter
Media incorporated into the package, that describe the meal’s original setting help you transport yourself to an interesting travel destination.
13
1
brand identity
14
15
Chapter
2
Brand Identity
mood and image
Consider these images, the basis of the brand. What is important here is not the specific subject of each image but rather the mood their combination inspires.
You might never see these pictures publicly associated with incrEdible. They provide a necessary visual foundation for anyone who intends to handle the brand.
“as we travel, our own traditions change. the norms we aspire to are replaced by fairy tales in misty lands. at first afraid of the unknown... we are seduced to take a bite�
16
17
Chapter
2
Brand Identity
tribe profiles
18
office jenny
active mike
Jenny is a 27 year old office worker. She likes to go out, have fun and dance. She listens to popular music and rock. Her favorite things are going dancing with her friends and spending time with her relationship. She likes to eat lightly but also enjoys trying new and tasteful things. She drives a compact car.
Mike is a 30ish city store manager. In his spare time, he works out, hangs out with his friends and takes vacations. He likes outdoors activities, road trips and travels. He also loves to read. His favorite music is hard rock and likes to go out in restaurants and bars. He drives a motorcycle
wise phil
student alex
Phil is a 50ish city business owner. He is a little over weight. He has a family and many friends and associates with which he often meets for lunches, dinners and outings. He has traveled all over the globe and likes to eat full tasty meals. When abroad, he looks for the genuine experience and often tries new cuisines. He drives a luxury sedan.
Alex is a 20ish student. She is well educated and interested in all things current. From fashion to literature and tv. She likes to go out, frequents her gym and listens to the latest r&b hits. She often eats out in ethnic restaurants. Sensitivity, non-convention and extremity is her bread and butter. She drives a skate board.
15
Chapter
2
Brand Identity
popular metaphor
This is an exercise that helps us envision the image that IncrEdible wants to project to the world. By equating our brand with other references, we create examples of the values we represent, that have already been used to brand popular things.
20
if incredible was a
it would be
famous person
Johnny Depp {popularity & eccentricity}
another brand
Vivian Westwood {tradition & eccentricity}
song
Nebula by Incubus {historic & modern references}
it would be:
it would be
destination
Halong Bay - Vietnam {ease & extremity}
band
Ojos de brujo {ethnic & extreme}
vehicle
Safari Jeep {adventurous & common}
Chapter
if incredible was a
Brand Identity
For each of the real world examples, the equation involves not just their brand values, but also some specific attributes. Ones that represent the impression we want to make with the product that we carry. As most of the examples are of high value, their image is not only what we project, but also what we aspire to.
21
2
22
23
Chapter
Outdoor food stand, Thailand
2
Brand Identity
brand elements
24
25
Chapter
3
Brand Elements
26
brand architecture IncrEdible is the name of the umbrella brand that carries Sacrlicious Delights and Grossery Grotesque under it.
Brand Elements
IncrEdible, represents all that is in the other two brands. It speaks to the combination of extraordinary cuisine with quality control geared towards the western palette.
IncrEdible Adventures is also the name of the company’s proprietary restaurants. They function as a front and offer all products under both sub-brands.
Grossery Grotesque is the Ingredients arm of incrEdible. Under the Grossery brand you can find pickled and dried ingredients as well as sauces, drink and sweets. Grossery products can be taken home and used to
incrEdible. All Sacrilicous products are refrigerated and expire. They can be found at either an incrEdible location or at participating grocery stores and supermarkets.
prepare incrEdible meals or just spice up a party. They also make great gifts. They can be found in incrEdible Adventures as well as participating grocery stores and supermarkets.
Chapter
Sacrlicious is the Prepared Refrigerated Meals arm of IncrEdible. Under the Sacrilicious brand, you can find complete meals of all the cultures represented; as well as snacks for a faster taste at something
27
3
world tastes In the world of incrEdible tastes, the globe is colored in its premordial state. The continental masses, represent all the cultures that have grown in them.
IncrEdible foods are categorized under these five (symbolic) continental masses. Each can be identified by their symbol, color or decorative elements (pg. 32).
cultures oceania On the tattoo sea monsters and digeridoos. Big desert rats fighting in operas and fun in the sun. Old and new in a fresh combo. Pure and creative with a strong essence.
asia Through the mystic, dark streets of maze-like cities, into the thick of the jungle, and out into the fisherman’s beach. Palm leaf fire and dragons sew the cloudscape. Proud magic.
europe Smell leads down a hard, cobble stone narrow alley, out onto a courtyard with an olive tree. Color and taste synch easy here. Poetry of bright moons smelling like herbs.
africa Old as time and wise as true art, with plenty of imagination and fire. Visions of the open plane with animal gods; worshipped in spice. Daring and bold, yet simple fixes.
americas From the purple mountains and myths of buffaloes, to the jazz of mud and panther warriors. Grub and legend are fused to create a new familiar. Freedom from establishment. 28
symbols
1
The IncrEdible map divides the globe into the original continental groups.
25
Chapter
3
1
2
Brand Elements
2
3
3
4
4
5
5
cultures symbol
pattern
element
spice level
mild
24
features
hot
very hot
microwavable
iconography
The symbols elements of incrEdible are used to identify the cultures represented in the food.
Chapter
Packaging symbols, as well as packaging architecture (see pg:44) is mandatory knowledge for service employees. Recognition of the symbols and the packaging can help save time and answer customer questions better. These symbols can be used to identify the spicyness of the meal, it’s preparation method and interactive features or package deals with printed material.
Brand Elements
Each of the five continental categories is “illustrated” by a set of designs. Each set has a main symbol, a strip and an element. There are no size restriction to the use of these symbols and they can also be used to create patterns; or as backgrounds.
!
Only the symbols on the page to the left should be used in conjunction with the IncrEdible Brand, unless otherwise specified by management. 31
3
photography All photographic images associated with incrEdible brands, should follow the standards put forth in this section; unless otherwise specified by the management.
a b 32
IncrEdible uses two kinds of photos. The one (a)represented on the upper part of the opposite page is the decorative one. The one below (b) is the presentation of the food in our dishes.
Gritty images of global eating traditions, from street vendors to traditional restaurants. Also specialty equipment and peculiar methods of preperation. The aim of these is to inform and inspire the viewer. To make her feel that she has just travelled to that sulture and experienced it first hand.
Hero photos of food that are associated with the incrEdible brand should be colorfull and juicy. These are meant to communicate the sophisticated preparation of our food and make the viewer’s mouth water. They should feel marginaly athnic and always clean.
33
Chapter
3
Brand Elements
logo dos and donts
When any of the three logos is applied, in any form, it should retain a clear space around it approximately the height of one of its characters (x-height, no ascenders or descenders). When the logo diminishes in size so does the space around it.
height = X
Clear Space
height = X
height = X
34
!
All three logos of the incrEdible brand should always comply to the specifications in this book, unless otherwise specified by management.
Minimum logo size
Negative Logo
Logo Opacity
1 inch When in negative: the second part of the word turns to white while the first takes the color.
alternate logos
All three logos, can also be broken down to their text and symbol. Use the two versions supplied on this page only. TEXT
SYMBOL
Chapter
COMPLETE
Logo opacity can fall to 15% but no less. Even in background applications.
Brand Elements
No smaller than this. If needed, remove the octafork and use the word.
35
3
logo dos and donts
alternate logos The textures versions of the three logos are perfectly exceptable. In most applications that are monochromatic or not have a texture of their own, the textured version are actually prefered.
36
Textured logo
No other typeface should be used to recreate the logos. Nor, should they be recast. Their design is custom made and should always remain intact.
incr edible
IncrEdible logos should not appear reversed.
Brand Elements
The incrEdible logos should only be applied with the layouts shown on these pages. They should never be “creatively” rearranged to suit the needs of a design.
When the word incrEdible is used in text it, the “i” should never be capitalized. Unless it is in the begginning of a sentence. In every other case, the correct way to spell incrEdible is as it is written throughout this book. With the “E” in the middle of the word capitalized. So that it seperates the two parts of the word and creates a typed-out version of the logotype.
Incredible
Chapter
No other texture should be used to replace the brand textures on any of the logos.
incrEdible
25
3
stationary IncrEdible stationery is produced and provided by management to all appropriate departments. To refill stock, visit the employee website and click on the office supply tab.
38
The letterhead should be used for all writen correspondence, including faxes. Management employees are provided bussiness cards by the management. Also envelopes for both letters and packages are provided.
39
Chapter
3
Brand Elements
brand applications
24
25
Chapter
4
Brand Applicatios
sample packaging 1.1
1.2
2.1
2.2/2.3/2.4
meal Sit down at your convenience and enjoy a transcendent experience. Transport yourself to the heart of a culture Complete meals with protein, vegetables and carbohydrates. Cooked to FDA specifications and with the western public in mind. Sacrilicious packaging comes complete with everything you need to enjoy a meal and a show. All you need is a phone and something to drink from the Grossery.
42
1
plate 1.1: food storage 1.2: utencil storage
2
label 2.1: interactive content 2.2: cooking instruction 2.3: culture information 2.4: barcode
2.1
2.2/2.3/2.4
snack Have it on the go or at your desk. Take fifteen minutes and delight in something freaky. New experiences from the darkest corners or the global culinary arts. The Sacrilicious snacks line, includes all kinds of quick delicacies. Sandwiches, salads, tapas and risotos. Prepared from the freshest —and weirdest—ingredients for an incrEdible quick snack.
1
plate
Chapter
Brand Applicatios
1.1
1.1: food storage utencils at the counter
2
label 2.1: cooking instruction 2.2: interactive content 2.3: culture information 2.4: barcode
43
4
sample packaging
bottle Fear should be the last thing in your mind when trying out one of the Grossery’s incrEdible drinks. Ancient healing recipes with all sorts of Wbenefits. Original brewing methods that betray the true tastes that nowadays can be found in designer drinks. A shot from the flask of an alchemist in some dark corner of the globe that will excite all your senses.
44
!
Upon return of any incrEdible packaging to one of our stores or retailer partners the customer receive 5% off on any next incrEdible purchase
Brand Applicatios
A global culinary tour of the world’s weirdest ingredients. Take them home and create your own colorful traditions.
Chapter
taste tubes All the tastes and styles of preserving are included in the set to provide you with a wider palette for your recipes. Candy, preserves, dried and barbeque ingredients. Scorpions, ants and larvae. A shot of the world’s rarest spices to propel your dishes to that next level.
45
4
46
Outdoor food cart with frog’s legs, France
47
Chapter
4
Brand Applicatios
sample products
books As a proposed means of meal entertainment, incrEdible publishes series of pocket books. They explore world culture from various interesting perspectives. The first series that can be found in stores (and is distributed with snacks) is “Heroes�: In this series we explore larger-than-life figures from around the globe. Actual historic figures that through extraordinary deeds, and an impact on their home culture, gained supernatural infamy. 48
heroes cecatl topiltzin shaka zulu doberman lapu lapu digenes akrites
Brand Applicatios
Every iincrEdible Adventures restaurant is equipped with branded serve ware. More can be supplied upon request. IncrEdible food is served in recycled wood plates. Cutlery is also made out of reclaimed wood and ergonomically designed. Bamboo place setting are used.
Customers can purchase a set of incrEdible serve ware at any IncrEdible Adventures restaurant or participating store. Also, on the web at incr-edible.net/store.
Chapter
serveware
49
4
24
restaurants
Welcome to the strange world of incrEdible adventures. Culinary and cultural experiences that will leave you delighted and enlightened; at your fingertips.
Chapter
IncrEdible Adventures are the proprietary restaurants of the incrEdible brand. They are located in various major metropolitan areas around the world. Locations vary from malls and airports to downtown stores, but are always within the financial districts of said cities. They are equipped with all modern comforts of a luxury fast food restaurant and comply with all safety and accessibility regulations. IncrEdible also strives to maintain a small carbon footprint policy in both its production and function of the restaurants.
Brand Applicatios
In an incrEdible Adventures restaurant, our customers can purchase all our products, enjoy a freshly prepared meal and purchase gifts, novelty items and products from our associate brands.
51
4
Outdoor food cart with frog’s legs, France
52
53
Chapter
4
Brand Applicatios
advertising
magazine ad IncrEdible magazine ads feature the current campaign. These ads are set up and sent only by the in-house branding department. 54
They should not be changed in any way without consent of the management.
Brand Applicatios Chapter
poster Bus stop shelter ads can follow the current advertising concept but can also feature other application.
Weather those are guerrilla or a campaign that has been outsourced to an advertising partner. Employess should familiarize themselves with current advertising applications. 55
4
promotions Postcards
print and mail-in IncrEdible uses a number of print promotions to connect to potential clients and the community. These are provided by the company and should not be produced by store proprietors. 56
Promotional print materials can be found in incrEdible Adventures stores on a seasonal basis. Next to each of our cashiers there are stands provided for holding postcards and brochures for the clients to take freely.
Chapter
Brand Applicatios
Brochure
Brochure stand
57
4
promotions Tshirt
Apron
gift and guerilla IncrEdible utilizes many advertising item solutions. T-shirts, kitchen towels, aprons, phone cases, shot glasses, caps, etc. These can be found in all incrEdible Adventures stores and some partner retailers. IncrEdible 58
also employs a fleet of promotional vehicles. These are custom chevy trucks, with the graphics of the company. Used exclusively for company business.
Phone case Chapter
Brand Applicatios
Truck
59
4
website
Incr_edible.net is an integral part of the brand and company operations. It provides important iformation, company contacts, menus and all interactive content connected to the pakages. By visiting the Journey tab on the site, the customer can be transported to the respective culture of the meal she is enjoying. The site also markets all incrEdible products and promotional items.
menus
60
restaurants
Both of the incrEdible menus. Sacrlicious Delights and Grossery Grotesque can be found here.
Images of the restaurant, menu, prices and locations can be found here. Customers can also book a reservation.
Customers can view the dishes, their ingredients and method of preparation. The menu links to the store.
The page also houses links to restaurant locations through yelp and google maps.
Brand Applicatios
The online store has all the items that can found in incrEdible Adventures restaurants. In the store: packed food, ingredients, tabletop. promotions, gifts.
about Customers and associates can find our goals, brand information and can directly contact the company through the website.
Chapter
shop
connect Place the incrEdible package in front of the webcam and the website will automaticaly play the appropriate cultural information.
Controls fro the interactive experience can be handled within the QR environment. Taste worldwide.
61
4
incredible
food 02
03
Chapter
1
Intro / Concept
menu
02
main course
snacks
frog legs
snails
Roast in white sauce with asparagus and shallots.
Sauted, ini a garlic bearnaise with roast garlic bread
lamb brains
camel
Fried with leeks in lemon sauce and feta cheese
Pastrami, in a poppy seed bun with white cheese and pepper
crocodile
snake
Grilled with collard greens and corn bread
Roast, with fresh fennel and bacon in a spicy vinaigrette sauce
kangaroo
emu
Skewered with baby tomatoes and crunchy roast vegetables
Grilled, with fried sweet potatoes, peppers and a light yogurt sauce.
octapus
sea urchin
In a vinegar sauce with sea weed risotto
Sauted,with herb noodles, and topped with caviar
rat
ants
Vodka
Candy
iguana
horse
Liquor
Cured
worm
larvae
Tequila
Barbecue
Intro / Concept
groceries
Chapter
drinks
hemp
crickets
Beer
Dried
cobra
scorpion
Wine
Pickled
03
1
menu
know the way As an employee of IncrEdible inc. you should be familiar with our tastes as much as our other brand standards. Especially people working in service or in contact with clients, it should be considered mandatory. In the following pages, you will find a short, yet accurate description of some of our products. This is the desired effect when communicating to a client. Down to the exact vernacular; if possible. Along with an overview, there are also some basic ingredients to satisfy the faq portion of any inquiry.
66
Chapter
grilled
crocodile with delicious collard greens and hearty corn bread Mildly hot, with a tangy lemon rub, the Cajun crocodile is a dish that will satisfy your hunger. Cool down with some collard greens, prepared traditionally. Accompanied by a fresh corn bread and a spicy sweet bbq sauce that will tie it all together.
Ingredients : Fresh crocodile meat, frozen greens, basil, tomato sauce, lemon juice, vegetable oil, honey, nutmeg, red pepper,
67
5
skewered
kangaroo with sweet roasted vegetables and aromatic rice Try a bonfire on an Australian beach with something fresh, summery and juicy. The two kangaroo skewers served have peppers, onions and tomatoes. Complemented by a butter sauted, aromatic rice and a mustard and honey hot sauce that goes with both. 68
Ingredients : Fresh kangaroo meat, frozen peppers onions, tomatoes, lemon juice, vegetable oil, honey, white rice, jasmine.
Chapter
roasted
snake in a fresh fenel and peppers salad with a spicy vinegrait sauce Take a walk down the back streets of Shanghai, enjoying a fresh snake salad. A combination of crunchy fennel, aromatic peppers and meaty snake bits with tasty seared skin. Pour the walnut vinaigrette and the single serving of fresh crushed pepper... it will come alive.
Ingredients : Fresh snake meat, fresh fen-
nel, lettuce, tomato, onion, vinaigrette sauce, cucumber, peppers, garlic, soy sauce
69
5
sauted
sea urchin in a heavenly herb risotto topped with black caviar Rare delicacy from the south seas, with a deep salty taste. A bite to excite your senses beyond imagination. Once you are enticed by the unique combination of the airy sea urchin risotto colored by the black, hearty caviar; you will never go back home... 70
Ingredients : Fresh sea urchin meat and shell, black caviar, fresh onion, basil, rice, cream, olive oil, parsley, cumin.
Chapter
seared
octopus with a zesty yuzu glaze & an aromatic seaweed risoto Tangy and meaty, the best of the sea on a stick. A crunchy seaweed risotto beds three octa-sticks glazed with a zesty, deep red sauce that will bind these two great delicacies to transport you to the ocean.
Ingredients : Fresh octopus tentacles,
fresh seaweed, rice, cream, ouzo sauce, lemon, oregano, vegetable oil, frozen onions.
71
5
24
Chapter
IncrEdible Food
revenge
25
5
resources books & magazines The Cultural Politics of Food and Eating a reader
Cosuming the Inedible Neglected Dimensions of Food Choice
Watson and Caldwell Blckwell Publishing 2007
Jeremy MacClancy, Jeya Henry, Helen Macbeth Berghahn Books 2007
Extreme Cuisine exotic tastes from a around the world
101 Habits of Successfull Graphic Designers insider Secrets on working smart and staying creative
Eddie Lin Lonely Planet 2009
74
Plazm Rockport Books 2003
Essentialy Odd
The Brand Gap
Eliana Stein 826 Valencia 2009
Marty Neumeier New Riders 2008
Made to Stick
Zag
Chip Heath, Dan Heath Random House 2007
Marty Neumeier New Riders 2007
Food Network Magazine
Bon Appetit
Food Network 2010-11
Barbara Fairchild 2010-11
Delicious
Jamie
Conde Nast 2010-11
Jamie Oliver Magazine 2010-11
web Some images, video and sound were purchased from istock.com
edibleunique.com
Flickr community commons/groups
epicourious.com
Wikipedia
superchefblog.com
Amazon.com
bbc.co.uk/food
weirdeats.blogspot.com
slowfood.com
weirdmeat.com
unesco.org/culture
foodtimeline.org
Bizzarre Foods
Kitchen Confidential
Andy Zimmerman Travel Channel
Anthony Bourdain Travel Channel
specialty printing
binding
Alliance Grahics
The Key
Oakland CA
Oakland CA
transfers
packaging
Purrfect Color
California Model and Design
San Mateo CA
San Francisco CA
Chapter
television
Intro / Concept
opensourcefood.com
75
1
thanks I would like to thank my mother that has supported me throughout this challenging journey. I would also like to thank: Phil Hamlett, Alice Koh, Ariel Grey and Rami Geller for their guidance and patience. All the instructors of the Academy for their incredible work. My friends Milto, John, Maria, and others for their input.
fette fraktur, -5 18/22, 52/56,25/27,
Arno Pro, +10 Caption, Subhead, Bold 10/14, 8/12, 16/20
PANTONE 8463
03
Chapter
1
Intro / Concept
02