Andy Foster & Martin O’Dea
Foodpreneurs
May 2014
Foodpreneurs Brief Background: Food& and NortherStrEats are putting together an all day workshop at Belgrave Music Hall for new street food startups and people interested in starting up a street food business. The day will cover everything they need to know, from the legal, health and safety side right through to the creative, branding, promo side. Speakers will include various high profile street food traders and marketing coaches. There’ll be a networking event in held the evening afterwards. Brief: Create a brand identitry for ‘Foodpreneurs’, a day workshop for people interesting in starting street food businesses. The brand should be modern, using clean typography, but reflect the human side of the business which is supportive, friendly and welcoming. Street food comes in a huge number of different varieties and future events may focus on other areas. Indicate how the brand could also be applied to other industry events. Audience: Foodies, existing street food owners and new entrepreneurs. Tone: Professional Friendly Modern
Martin O’Dea (collab with Andy Foster)
Foodpreneurs
May 2014
Points of reference We sat down with the client and discussed a visual direction for the brand. These are examples of contextual references that were agreed. It was discussed that the brand should make use of clean typography and use supporting imagery to provide a friendly tone and character. The client liked subtle use of colour and favored design that used simple shapes and constructions to create brand elements.
Martin O’Dea (collab with Andy Foster)
Foodpreneurs
May 2014
Design sprint We started the brief using a one-day design sprint. This involved rounds of 5 minute research sprints into NorthernStrEats, successful street food startups, types of food, possible brand applications and ideas for associated imagery. This allowed to gain a stronger understanding of the context, audience and client expectations before we started the design stage. Some examples of the information that was found during this process: -2.5 billion people eat street food every day, with the most popular being Mexican Burritos. -The average cost of ‘street food’ is £4.25 per head, while the average cost of a restaurant meal is £18.45.
Martin O’Dea (collab with Andy Foster)
Foodpreneurs
May 2014
Design and Application During our design sprint, we established a list of popular street foods and associated imagery we could draw upon for the brand. The brief required the typography to be really straightforward and clean, but to capture the excitement fo street food and the human, friendly element of the trade. To do this, we decided to create a set of simple icons that could be used with the brand and that could be taylored to future events e.g. related to drinks or to a particular type of food. While I explored options for the typography and colour scheme of the brand, Andy worked to develop a style of illustration that would be appropriate to the brief.
GARAGE GOTHIC Brandon Grotesque
Martin O’Dea (collab with Andy Foster)
Foodpreneurs
May 2014
FOODPRENEURS Brandon Grotesque Bold Inconsolata Medium
Martin O’Dea (collab with Andy Foster)
Logo / Typography After this developmenet stage, I finalised the Foodpreneurs logo. The style is stripped back, using simple typgraphy and lines to accentuate food within the logo and imply a burger or sandwich. The thick Brandon Grotestque used for the logo would be offset by the light mono Inconsolata. This meets the requirements of the brief to make minimalist use of typography and fit well with the style of icons that Andy had established.
Foodpreneurs
OUGD603
Icons In total we created a set of 36 street food and drink icons to be used with the brand. These can be used individually or as a repeating pattern for promotional material. Using the circular icon grid format that Andy had established, I was able to contribute icons to the set, as this structure gave the icons an absolute geometrical makeup and ensured consitancy. These went through a lot of changes to get them to work with the set, and I have shown some development below. We were really pleased with how the icons worked together as a set.
Martin O’Dea (collab with Andy Foster)
Foodpreneurs
OUGD603
Colour Scheme I created a colour palette tocompliment the project icons. As street food is known for it’s bright colours and flavours, I wanted this to be reflected in the brand colours we used. This came together really immediately and the neutral coloured type sat really effectively against the brighter colours.
Andy Foster & Martin O’Dea
Foodpreneurs
OUGD603
FOODPRENEURS
Andy Foster & Martin O’Dea
Foodpreneurs Both the logotype and icons are rounded, colourful and friendly to reflect the nature of the street food community. Modern street food is recognised for its wide variety and we have tried to reflect this through an adaptable identity. Icons can be changed to suit the theme of future Foodpreneurs events.
Foodpreneurs
OUGD603
Andy Foster & Martin O’Dea
Foodpreneurs
OUGD603
Typography Research After this inital round of sprints we had a much better idea of the direction we should take the brief in. From here we split roles and specified our research, I explored use of clean typography in the food and drinks sector and searched for possible options that were appropraite and affordable for both print and web. Meanwhile, Andy looked at different types of iconography grids that could be used to make our solution more structured and professional.
Andy Foster & Martin O’Dea
Foodpreneurs
May 2014