Rojo - Spanish Bar & Bistro by benjamin siero

process journal for rojo design brief

Boutique Bar & Bistro

Design based on

Spain.

Because I have always been interested in design of other countries so why not dazzle in something new and broaden my horizons.

around be based n a c o r g out & Bist fect brin f e The Bar in d n This origin, a . e m spanish e h of design t pularity o p g in d a spanish a the spre p as seen will suit as bars popping u tap t. spanish e momen h t t a e n ur in melbo

DECISIONS I have decided not to use one of the names that have been selected for us. Instead within my research I will explore possible names for the Bar & Bistro as the name says a lot about a place. through this their may be the ability to adopt a spanish name or word which will give the instant spanish feel to the bar.

Things to consider within my research.

Go to kings street, what’s on it? Who’s the competition? What spanish bars or restaurants are there? What do they look like? What are people looking for that work in the city, Ask mums staff. If you get the girls their you get the guys there. If the crowd isn’t drunkies then it needs to be seen as higher class. Look into spanish history, photos from peoples trips their, What is spanish design? What communicates spanish to people? What are the cliches to stay away from? What are the steriotypes? More importantly what’s good spanish design? image: http://k53.pbase.com/u23/roboele/upload/37744344.DSC04323w.jpg

design PROCESS RESEARCH Within the research a name should be established for the Bar & Bistro, this may originate from anywhere within the research. Elements within research should consider the logo design, exterior and interior design, menu’s and coaster designs.

spain What is the history of spain? What is good spanish design? What are steriotypes to avoid? Get a feeling of spain, photo’s. Produce kewords that communicate Spains message. Look into possible names for the Bar & Bistro. May be worth containing semiotics within spanish research.

survey Ask mums staff questions about what they like, dislike.

Competitors Go to kings street and the surrounding area. Who are they? How do they characterise their customers? What does their brand stand for? What is their

financial condition? What are their key messages? What markets do they serve? What strengths do they have? What weaknesses do they have? How do they position themselves? How much market share do they hold? What do they look and feel like?

Spanish &bar semiotics The meaning behind symbols, how one can say something in a simple visual. The ability to turn a large amount of information into something that means much more and which would hopefully strengthen a message as body language strengthens the messages within language as we talk.

PEST Analysis A ‘PEST’ analysis involves looking at a company/ business in reference to the factors within the marketing environment. It allows the company to see what may be approaching or already acting upon their business. The pest involves four factors; Political, Economic, Social and Technological.

Demographics Getting into the target audience the demographics covers the hard facts about your audience. One should look into Age, Gender, Geographical location, Occupation, Income and Ethnicity.

SWOT Analysis

Psychographics

After going through the competitors it should be much easier to do a SWOT analysis of Lincoln’s. The SWOT analysis is looking at the Strengths, Weaknesses, Opportunities and Threats of the Business/event etc...

The Psychographics of the audience can be very important when trying to convey your design to your audience, these tend to be more emotionally tied aspects of your audience and contain things such as Values, Beliefs, Attitudes and Activities/Interests. The reason I have added activities

as say for example a large proportion of your audience enjoyed exercising then one could assume they are health conscious.

Summary of research for design How is it going to be sold? This summary can act as a continual design of what the design needs to communicate.

EXPLORATION What is already out there? what have people done? Is there anything worth using as influence. Include logo research, menu research, coaster research and signage research.

Logo DEVELOPMENT The development stage is where you actually start getting to all your ideas, and getting everything on paper. This stage should be the most creative, luscious and fluent. It may also be wise to have created some sketches of ideas whilst doing your research. During this stage ideas about the

packaging should also be explored where possible

Ideas & Sketches The ideas and sketches should not be shy, create as many as you can, even sketch ideas that you may think wonâ&#x20AC;&#x2122;t work. All of it is important, go for walks as something may be sparked, surround yourself with the sounds, tastes and experiences of what youâ&#x20AC;&#x2122;re trying to create!

Combine Create something New! Try and combine your ideas into one, by combining them there is a higher chance the end result will be better and will better suit the brief.

Continually get feedback from your target audience. Combine Create something New! Try and combine your ideas into one, by combining

Summary of Spain, by Lonely Planet Stretching sun-drenched and untamed to the south of the wild and majestic Pyrenees, this passionate nation works a mysterious magic on more than 50 million vistors a year, making it the worldâ&#x20AC;&#x2122;s second most popular destination after neighbouring France. Some cliches hold true. Spain is littered with hundreds of glittering beaches and beach lovers soak up pitchers of sangria over steaming paella. Flamenco Bailaors stamp and swirl in flounces of colour, while toreros flaunt their courage in the bullrings. Scratch this surface and vast, unexpected panorama unfolds before you. It is extraordinary what splendours remain off the beaten track: the green hills and ocean coves of the north; proud, solitary castles and medieval towns across the interior: the white villages of Andalucia; and moumtain ranges such as the Gredos and Sierra Nevada.

Few know that Spain has four official languages. Its regions differ vastly from one another but are held together by a national passion for drama, contrast and a noisy, live-for-today hedonism. If there is one thing all spaniards love, it is to eat, drink and be merry, whether enjoying tapas over fine wine in Madrid and the south, or the elaborate Basque country equivalent, Pintxos, over cider in the north. A day hardly goes by without one town or another celebrating a fiesta. The country combines its superb artistic and natural heritage with infectious, go-ahead dynamism. In its kitchens, stores and building sites, Spainâ&#x20AC;&#x2122;s avant-garde chefs, designers and architects have unleashed a formidable wave of uninhibited innovation.

Possible influence and symbols from photo's of

spain

Landscape could be good wallpaper

Markets of cheese and hanging sausages

Front of the markets, busy and crest for front

goudy

smashed glass bottles into wall

goudy

patterns on the buildings

street kind of looks like king street

windows

butcher

buildings aligning next to one another

tiles and metal work

pattern within the bricks

dome shapes, brick work and tiles

pattern of top of castle

spanish donuts 13

Taste of spanish design

word map that communicates

spains messages?

Any possible

names? and quick applicationn

to gain an idea of how it could work

SÍ Señor

Yes Sir

rojo

red, pronounced roho

spain spaniard’s españa

spain

Choice of name, rojo I have decided to use Rojo as it has a strong pronounciation, is short and quick to say, will fit well on signage, menus and business cards. It is also the name of red and red is a common colour of spain.

brief. BUSINESS SUMMARY

CURRENT SITUATION

A Spanish Husband and Wife have decided to open a bar & bistro on Kings Street in the CBD of Perth, WA. The owners wish to have a spanish style bar providing a mix of the traditional Bistro food with a Spanish twist. The feeling itself should be vibrant and fun, but passionate too, the feel of the Bar & Bistro should also set the mood for afternoon drinks. They have decided on the name Rojo which means red in Spanish. They feel it can not only be passionate but can be adapted in a fun and interesting way.

Rojo is a new Spanish Bar & Bistro opening on Kings Street in the heart of Perth’s CBD. They will be able to play on the fact that they are the new kid on the block, but need to let everyone know that they are there to stay. Rojo wants to always be buzzing! full of life and passion. Design work is needed for Rojo and should cover a logo design, menu, coaster and Interior and Exterior Signage.

In the case of a Bar & Bistro if you don’t get the atmosphere right then you’ve got nothing.

MARKET POSITION

Rojo is starting at the bottom of the food chain, but they want to be up the top. They want to be the place to go in the local CBD area. As for Primary target audience there isn’t anything like it, but in terms of cafés, bars, pubs and restaurants there are many. The competition is incredibly strong in this sense, hence why they need to hit in strong.

TARGET AUDIENCE Any local Business Man and Business Woman, The audience should be similar to the Brass Monkey crowd, but shouldn't be considered a place for those getting smashed. The Audience would range primarily around 25-55 with a unisex appeal. Although oftenly if you get the women there then the males are likely to follow.

OBJECTIVES

To Brand Rojo as a Spanish Bar & Bistro. To enter into the CBD scene with a strong image of who they are and what they are their for. A Identity needs to be established across the board with primary focus on the logo, menu, coaster and signage design. The overall look of Rojo should be consistent and timeless. The Brand should work overtime but the interior should be able to develop over time to keep a continual appeal for the Bar.

i s n co n o i t a der teg stra

Often wi city th th bars with ey in but ma get the init the ial hyp y lose e some keep t of i hi allows s a, strategy t. To that fo should r continual chang be ado e pted. The lo go aspect and main d s may esign sta but oth er item y the same , able to s shou ld be c keep c hange over time t on o the atm tinual inter est in osphe r the int erest o e as it holds f its cu stome rs.

Go to kings street and the surrounding area. Who are they? How do they characterise their customers? What does their brand stand for? What is their financial condition? What are their key messages? What markets do they serve? What strengths do they have? What weaknesses do they have? How do they position themselves? How much market share do they hold? What do they look and feel like?

competitive.research

Firstly What Radius would people travel for lunch, coffee and drinks? To work this out I emailed my mum and asked her to email her staff. They are located on the intersection of Saint Georges terrace & William St. Email as follows: Hi Everyone, thank you for answering this question for me. It shouldn’t take long at all. I’m trying to gain an idea of how far people would travel for lunch, coffee or drinks when at work, so: 1. How far would you travel for lunch/coffee/ drinks when at work? (you could name a cafe/ restaurant that you do go to as I can judge a radius off this) That’s all, Thank you!

Responses Probably no more than 10 minutes walk. From our office to ENEX 100 Building is generally where I go (if I go out), 3rd floor. Fiona

Today I travelled about 8kms Bill I would go down to Jaws or the Enex Building but no further. If it was a one off lunch with a client/contractor then I would go somewhere on the terrace but not out of the CBD. Tarnia Dome on St Georges Terrace Sharon The furtherest I go is to the Carillion Food Hall thru Trinity Arcade to get Curry for your mum and me :) Michelle If you were to consider the location of Rojo shown as a yellow circle, the radius of its primary audience would be contained within the coloured areas (red primary, pale red secondary). This is just the main city audience though, of course there is also a wider target audience for nights and weekends.

competitive.research Who are they? Belgian Beer Cafe. Western Australia’s first Belgian Beer Café Westende. From the land of beer, comes a traditional beer cafe, recreating the warm and cosy atmosphere of an authentic Belgian Brasserie of the 1920s. Serving a range of refreshing unique Belgian beers and a full a la carte brassiere style menu. Offering quintessentially Belgian dishes such as mussels and fries and a range of European inspired shared dishes. The Belgian Beer Cafe is a beer lover’s heaven. From white beer to abbey beers, to fruit beers and of course Trappist beers, the Belgian Beer Cafe offers you the whole spectrum of what Belgium has to offer. The Belgian Beer Cafe is located in the centre of Perth at the corner of King and Murray Streets. http://www.flightcentre.com.au/world-travel/ australia/perth/belgian-beer-cafe-westende-9011144

How do they characterise their customers? The Belgian Beer Cafe tends to have a mature audience, most probably ranging from 25-40, these tend to be the type of people that prefer to sit down as a group and have a drink, to listen to live music and the company of one another. What does their brand stand for? Their brand essentially stands for belgain beer, they are trying to promote their audience to have the experience of being in a belgain pub/bar and to try new beers along with some food. Their identity itself also communicates a traditional belgian experience. They also use photography from what looks like the 60’s in america, which is a bit confusing as its trying to be a belgian bar. What is their financial condition? They have quite a large domiance within the area, primiarily due to their size but they also provide food and drink together with plenty of seating. Due to this they would have quite a large turnover, they always seem full each lunch and dinner and also seem to gain quite a crowd at night.

Belgian

Beer cafe

What are their key messages? Key messages would be coming into a new atmosphere, the belgian beer cafe provides the feeling of being in belgian and the taste of belgian beer and food. What markets do they serve? There are two forms of markets that they serve and Rojo would have the same. One is the workforce within the city, whether that is businessmen or a labourer, the second are the people going out for drinks. Each are as important as the other. What strengths do they have? Strengths would be their location on Murray Street, this is a great spot for walkers by. Their second strength would be their size, they provide a large amount of seating and as a result you would never have to wait to get in or sit down for drinks or a meal.

What do they look and feel like? They come accross as a place where you can get a hearty steak. They come across as your classic town pub but with a slight twist. They feel a little middle class. They feel like a place of laughter and a good time. They look like the place where you can relax and let go. Design wise? They donâ&#x20AC;&#x2122;t really come across as a belgian beer cafe, they donâ&#x20AC;&#x2122;t exactly promote this enough in their set up, the logo and menus promote it a little but not so much. What they are lacking in their design is the Belgain Atmosphere. They say they have it, but they really dont.

What weaknesses do they have? Weaknesses would be that they would more likely gain a labourer market share over the business man/woman market. and the business market can bring a lot of customers during the day.

competitive.research Who are they? King Street Cafe), How do they characterise their customers? Highclass, Business men, Shoppers, customers that would be shopping at tiffany’s, Guess, LuisVitton and the other surrounding stores. Customers that want good coffee and good food, and that would prob have an iffy if it wasn’t perfect. What does their brand stand for? Superiority, quality, indulgence, fresh, vibrant... new, exciting, tantilizing... What is their financial condition? Strong. Their location has always had a cafe/ restaurant, and from this im sure they have built a strong reputation as a result. They also obviously provide service to a higher class which would suggest higher priced food and services.

What markets do they serve? Primarily focuses on the daily market, but they also serve a function and event market for events like wedding receptions, business lunches and other special occasions. What strengths do they have? Location is well known, people have always known there has been a cafe there. What weaknesses do they have? They are not harnessing the night time market, they are too heavily focused upon the day market and are losing a lot of profit as a result. What do they look and feel like? They feel like a cafe for the high class, they feel like good service and good food but small meals. They feel like a place where you’ll have a good meal but the atmosphere wouldn’t be light (happy and enjoyable)... Design wise? I can’t really judge all that well as I can’t find their website, i know the logo is fairly classy with the gold crown and serif type. I believe they also use the whole natural coffee look in

King St

cafe

the entrance.

competitive.research Who are they? Carnegie’s Bar & Restaurant. Carnegie’s first opened its doors in 1994 and since then has proven to be a popular hangout for those wishing to have a good time in relaxing surroundings whilst enjoying great hospitality with food and drinks at a reasonable price. Carnegie’s offers a full a-lacarte menu and a business set lunch. Happy Hour is relaxed with reduced price drinks when you can unwind after a hard day at the office. Later on the party goes into full swing with in-house DJs playing your favourite tunes. Since opening the original bar in Hong Kong we now have outlets in Taipei, Taiwan and Perth, Australia. http://www.carnegies.net/page4.htm How do they characterise their customers? Carnigies have a very wide range within their customers, more so within age though. The age range would be 18-40’s. This is due to the difference in day to night, at night the audience can be relatively quite young as many start their nights here and then go to surrounding clubs. During the day Carnegies recieves some of the working class market too.

What does their brand stand for? Good Times, Relaxing, Nostalgic, Music, Rock, america in a way, pop culture, rock, the good old days. What is their financial condition? Good, They get quite a strong market on varying nights so they have a consistent flow of money, although due to it’s size it can’t fit too many. The size would actually be much alike to the size of Rojo. The variation comes from cheap cocktails on wednesday night (student nights), as well as quiz nights and other weekly events. What are their key messages? Relax, sit back, and hand some drinks and good food. What markets do they serve? Three markets, The daily city workers, the students on some nights then the general 2540 on other nights.

Carnegie’s

Bar & Restaurant

What strengths do they have? The place itself isn’t the strength, the strength is that they have introduced different nights for different markets and as a result hit a much broader audience. This is more within marketing strategies and business strategies though. But it is definitely something to think about for Rojo. What weaknesses do they have? Weaknesses would be small building, design isn’t anything special too. What do they look and feel like? They have the nostalgic music feel, with many old music posters, a figure of elvis and other references to music. They are a cross between a pub, bar and cafe.... Design wise? Their isn’t really any specific theme within their design, the design rather comes together like a collage, due to all the posters and ornaments around the bar.

competitive.research Who are they? Etro Bistro, “You’ll enjoy our obsession for providing you with a quality and consistent experience. We want you to walk away feeling totally satisfied with a desire to come back. You’ll be addicted to our 100% Arabica coffee. Prepared only by our fully trained baristas and senior supervisors, your shot for the day will provide the same hit consistently. Patrick and his kitchen team offer a tasty selection of dishes that’ll have your taste buds jumping. Patrick draws on his 26 years of international cooking experience to offer you a menu that caters for your busy lunchtime needs and your unique breakfast tastes.” http://www.etro.net.au/about.html

How do they characterise their customers? Business men, Shoppers, anyone walking by. What does their brand stand for? The brand stands for more than what they actually look like. Their brand suggests a modern high class cafe/restaurant but they don’t really come off that way with the furniture they have.

What is their financial condition? Good, they have been there for some time now, they are a little between the Kings street cafe and the belgian pub so they may not recieve as many customers. they also look like an average cafe from outside so this would also restrict their possible profits. What are their key messages? Our single focus is to provide the international King Street community with an addictive experience. With our focus on prompt service, great coffee and seriously good food, you’ll love our “eye candy corner”....where fashion and food come together. What markets do they serve? Etro primarily focuses on the daily market, but they also serve a function and event market for events like wedding receptions, business lunches and other special occasions. What strengths do they have? Location is well known, not the name itself but people have always known there has been some form of a cafe there.

Etro

bistro

What weaknesses do they have? They are not harnessing the night time market, they are too heavily focused upon the day market and are losing a lot of profit as a result. Their outside appeal is also pretty low and is a complete contrast to how they talk themselves up and what food they provide etc... What do they look and feel like? They feel like a cafe for the high class, they feel like good service and good food but small meals. But look wise they are the opposite. They also feel kind of dull and not all special Design wise? Their design is actually very basic and not in a good way. The colours are quite plain, same with the photography and logo... the overall appearance is a normal typical cafe.

demo-

graphics

Age The Target age group should range from 20-55, This covers the primary workforce audience, the students and the older generation that prefer to be seated whilst having some drinks and food. Picture little creatures age range.

Gender Both male and female, although if you can get the women there often the males follow. This does not mean that the design should be feminine though. There is no advantage coming across as masculine or feminine, it should have no gender specification.

Geographical location This can only really be given specificly to the day time audience who would be those who work within a 3 block radius of Rojo. Otherwise people from perth in general, perhaps more people that are closer to the city; south perth, northbridge, west perth, east perth, leederville, mount lawley...

Occupation Occupation may be anything, of course their are more white collar workers within the city rather than blue collar, but Rojo also doesnâ&#x20AC;&#x2122;t want to attract any drunkies. It is fun and enjoyable but still sophisticated enough. Other possible occupations may be university students nearing the end of their degree.

Income Income may range dramatically. The larger proportion of the audience will probably stand within the mid to high classifications of income though.

Ethnicity Of course this is open to anyone, it is likely however that a caucasian audience will be more likely to be interested in the spanish food, drink and atmosphere.

psychographics

values Values that Rojo would be looking into for their target audience are values like: Friendship, loyalty, quality, community, food, drink, good service, integrity....

beliefs Some beliefs needed may be belief in spanish food being better than your normal pub food. Also belief in Rojo itself, to believe that it will have good food, drink and atmosphere, if those three beliefs arnâ&#x20AC;&#x2122;t there then why would a person even bother going there.

attitudes Some attitudes may be confronted with those of this bar, some people have specific attitudes towards certain foods and how they may be served. In this case things like this will always be challenged when trying something new and especially when this new thing has origintated from another country.

activities & Interests Almost anything really, The people should be interested in trying new things, and interested in going out for dinner or drinks. Perhaps they are interested in Spain, or are going their so they want a taste of it before they go. They may be interested in Arts, Culture, Business... A good way to look at this is to summarise some things the audience wouldnâ&#x20AC;&#x2122;t be interested in. Such as car racing, burn out tracks, getting smashed, perhaps some similar sports like wrestling.

SwoT a n a ly s i s

strengths One of Rojo’s Major strengths is that there is nothing like it within the CBD, From this it already stands out amoungst the rest and has something to offer that others dont. Something new and exciting! Rojo provides a new atmosphere, something that is different from all the other bars, pubs, restaurants and cafe’s within the CBD. Other strengths are it’s rather central location. as well as being located on a popular street within the CBD. It is also located more towards the bar/club/ pub area of the CBD.

weaknesses Small building so can’t fit too many people. But this can be worked into a strength by creating a more limited edition feel to the Bar & Bistro. Other possible weaknesses are the mashes between cultures which could produce some problems.

opportunities Their are so many opportunites to create something really interesting and new. To have a Bar & Bistro that really transforms you from perth to Spain. Here things can be really different because people expect it to be. The more different the more exciting it becomes and the larger the buzz that is created.

threats Possible threats are that it is seen as a push over, that it may be seen as some aussies trying to get onto the tapas band wagon, it should avoid this. Other possible threats are that it becomes too cliche, it must be careful not to go over this line. The last threat is that it comes off as mexican rather than spanish.

Political And here are some boring bits, but still very important. Things need to be considered like health and safty within the design of the interior and exterior design of the Bar & Bistro. Other regulations need to allow for drinking regualtions, such as signs for age clarification. Other aspects include obvious things like food quality and making sure the design doesn’t some how contaminate it.

economical In this case economical would refer to the amount available for the actual design of the Bar & Bistro, clearly not everything is possible so try and avoid anything that would be very expensive. Obviously the food shouldn’t be over priced and same with the drinks provided.

social Social aspects include how people would experience the design. In this case people like bunker set ups, where they can sit in groups. Where they feel some what divided from others but still within the whole atmosphere. They should of course feel welcome, comfortable and relaxed. They should feel like a child seeing a new place for the first time. The spaces created need to say the right things, they need to be interactive. People should be able to touch, smell, tatse and see everything that is spain. If you make the experience then you win everywhere else.

technological Technological factors may be the ability to accomplish certain things, whether that is from an engineering point of view or perhaps you just can’t have some crazy machine... this could also refer to the place being this big, hence kitchen this big, hence only so much ca be produced at once...

Spanish architecture

Spanish stuff

photoâ&#x20AC;&#x2122;s by m i k e m ata s

photoâ&#x20AC;&#x2122;s by m i k e m ata s Cact u s by kwa n g h o l e e

Sketches Logotype

e x p l o r at i o n

Sketches S pa i n

e x p l o r at i o n

One thing i have really noticed within my research is the use of pattern throughout all areas of spain. The other is the identity created through their food, herbs, spices, seeds and dried fruits.

Logotype tryouts

Combining ideas

As I first started to join these two I found that the roughness and abstract letterforms created as making it worked quite well. So I thought I would develop some basic ideas with them, I do like them but I can see possible problems within ledgibility for the R & J.

Exploring the ideas

This Idea does present quite well but I donâ&#x20AC;&#x2122;t think it communicates spain more than it communicates europe and for some reason biscuits. The secondary information is treated quite nice here; ratio is good and text is Hoefler Text at Black and Black Italic.

ROJO Spanish Bar & Bistro

Exploring the ideas

It has energy, which is the great thing about this idea, it reflects chilli and excitment. But it could represent another country as it could reflect caligraphy. Overall I think this is nice, pretty you could call it, but for spain i donâ&#x20AC;&#x2122;t think itâ&#x20AC;&#x2122;s appropriate. Could be asian food...

Exploring the ideas

This idea communicates the landscape of Spain, where houses appear stacked upon each other. This does turn out as a interesting logo however many cities across the world have this stacking system of houses, and as a result could be confused for another country.

rojo

Sketches logo/logotype

Exploring the ideas

This idea has definitely gone off track, it looks very asian food, mostly due to all aspects suprizingly, the text is too thin for its heaight, the bowls of olives end up looking like rice and then the combo of red and white acts as another symbol.

Spanish Bar & Bistro

SO LETS TRY THE THICKER STROKE SKETCH

Exploring the ideas

I do think that this could be quite succesful. It is the simplest I have done but that what makes it more versatile. Using something simple like this i can bring my idea of pattern and photography into the background and still have the name readable. The J needs some work though....

Vector created from drawing, adjustments in creation have been a pointed angle in the center of the letters, you may be able to see it in the sides of the â&#x20AC;&#x2DC;Oâ&#x20AC;&#x2122;. Second here is refinement, correcting visual aspects of the letter forms, such as the corners within the J interior and top interior of the R

Third is trialing the J without the serif, But it doesnâ&#x20AC;&#x2122;t communicate as well as a J, so I move back to the second

Refining the idea

Original from previous page,

J Given straight back to remove reference to letter C.

Bottom serif removed from J and back serif added.

Top of J brought in to balance the character. But now large gap in the middle.

Tail of J heightened and O pushed a little to the right

Trying these out again i believe the middle style will be the most versatile in adaption to signage, coasters, menuâ&#x20AC;&#x2122;s and anything else it needs to go on.

Rationale of the logo

You may have noticed i have a tendancy to adopt a logo which is relatively simple and commonly text based. So I want to explain why I do this, as I often feel people don’t understand why, as they figure a logo should have as many pieces to communicate what that business does, so here me out. Consider some of the largest brands, Can you think of one that isn’t primarily text based? Truth is there arn’t many out there. This is due a few reasons; first is due to evolution, second is due to recognition, third is versatility. So evolution, by this i mean a company should be able to continually develop and evolve, styles are never the same and it’s near impossible to keep the same identity forever. Consider how many brands have recently gone through a redesign as a result of having such a specific identity. By using a simple logo such as Rojo the identity can continually change and evolve.

The logo can be placed on nearly anything and still work and through this continually build it’s brand image via other elements. This also promotes recognition as the logo can always be the same, even if everything else changes the logo is still the same. This is probably one of the most important things about a company, if a redesign occurs there is always the risk that people may not recognise the new design. By being a text based logo recognition is also enhanced. When people remember the visual Rojo they also remember the actual name of the company, where as with other logos a name to an icon/symbol usually has to be learnt. Lastly is versatility, The logo can be used on almost anything and in many different ways. The logo can be used in any colour, any size and any rotation. As you can see to the right the strategy behind this logo is that it can go on changing backgrounds.

Design s t r at egy

To be able to consistently change. The idea behind the design of Rojo is that there are many applications of the logo to images and patterns. By always chopping and changing the business stays interesting and dynamic. As a result it keeps customers intrigued into coming back again and again without feeling like its always the old same boring place.

Adaption of the idea

The logo could still techniqually work with the buildings if wanted, this could be a nice adaption for the menu, coaster or perhaps on a wall as a print.

Adaption of the idea

Spanish Bar & Bistro

Looking at ways the secondary information could be adapted with the logo. I think either work; the small and large type, the large type does have some good energy though, itâ&#x20AC;&#x2122;s bold and strong and speaks spanish.

Design

interior & exterior

d e t a c Lo h end nort g n i k f o t, stree # 94, n knowently currkka as ze 79

Design

inte

e & ext r o i r

rior The building itself has restrictions on exterior renovation due to being a heritage building, this means the exterior signage will be the panel next to the door where the little man is in my sketch. The reason this will be enough is that most people, in this section of kings street, walk down towards wellington street rather than up. The panelâ&#x20AC;&#x2122;s position faces up the street so people walking down can see it. In this case I want this panel to really capture people so I have come up with a strategy to do just that.

Design

rd ut ca die c

Because this would be printed quite large, the logo itself approx 30cm by 65cm the bridge to the interior of the Oâ&#x20AC;&#x2122;s can be quite small in compairson. The black in the logo here is what would be cut from the card.

Design

rio exte

m r fra

would purchase a number of photographs to use, as well as some reprints of artworks. these can then be used thoughout the design of Rojo.

photo â&#x20AC;&#x2122;s by m i k e m ata s Cactus by kwa n g h o l e e

Design exterior

Design inter

ior

There isnâ&#x20AC;&#x2122;t actually interior signage as in a panel with the logo and so on, instead what i can show you are a number of items that would come together to create the overall atmosphere of the interior. In a way showing you a collage that gives a overall meaning but nothing exact.

This is the main layout of the existing building, the main area has clothes racks in it at the moment but this could be converted into tables and chairs, as well as some bunkers.

Searched up wall with shutters and its been done before by -Ella Dining Room & Bar- but it still think it would be a strong aspect of the bar.

Design inter

ior

http://ereszke.files.wordpress. com/2010/12/sturdy-wooden-cratesentert0106-de.jpg

http://i.bnet.com/blogs/wooden_ pallet_with_glove.jpg

Design inter

ior

Some sketches of interior items, I have focused on some main aspects such as seating and the tables, of course I have also included lighting as thatâ&#x20AC;&#x2122;s what tends to set the mood. As you should be able to see the materials are quite rough and raw to communicate spain better. All of these items work together to create a complete experience for the customer.

Design

t r pat o i r e t

erns

Patterns can be used in various ways throughout the design, they could be used in the menu or coaster, perhaps its printed into the fabric of chairs or perhaps it covers a whole wall. This particular parttern works well with the logo so perhaps it could be used as a business card or something similar.

Design

inte

pat t rior

ern

This pattern would work well on the floor, perhaps tiles in the bathrooms would be a good use.

Design

t r pat terio

ern

These are referenced from the photo and I have then applied another colour scheme to the second to show how it could be altered for different applications. This pattern could be used in almost any way, either n a wall, floor or in print as a backing to something.

Design menu

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Design MENU

What menus are we looking at? In simple break down it would be a food menu, drink menu and possibly a dessert menu. Lets get some quick ideas down and work it from here. Whilst doing my sketching i was asking my mum, who went to spain last year, about menus over in spain and she said that they often change each day or week. This is where I decided i needed to alter the design to accomodate for a changing menu. One that can have a standard front and then pages behind that can change. This is where I considered the clip board and then decided perhaps a peg approach may be cheaper.

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Design

MENU covers

SPANISH SPANISH BAR & BAR & BISTRO BISTRO

SPANISH BAR & BISTRO

SPANISH BAR & BISTRO M enu

The Menu cover idea is a repetition of the outside signage in terms of using varing photographs. But instead all would be going on at the same time, this way when recieving menues each table would have a few different ones, which would hopefully cause a conversation and questions like: “which one did you get”.

SPANISH BAR & BISTRO M enu

Introduction of a script typeface to contrast against the geometric uppercase letterrs of Rojo and Spanish Bar & Bistro.

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Design

MENU covers

SPANISH BAR & BISTRO M

enu

Applying it to the other photographs I’m thinking that it isn’t ledgible enough across the board, for people to read.

enu

SPANISH BAR & BISTRO M

enu

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Design

MENU covers

SPANISH BAR & BISTRO M

enu

A simple solution was to adopt a colour on multiply, of course red makes sense considering the name means red.

enu

SPANISH BAR & BISTRO M

enu

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Design

MENU covers

SPANISH BAR & BISTRO M

enu

Just reduced the size of the logo on the menu and then moved it up a few notches. This was to reduce competition between the main text and the logo.

Menuâ&#x20AC;&#x2122;s covers would be a 120gsm stock with a one sided matt laminate

enu

SPANISH BAR & BISTRO M

enu

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Design MENU peg

First things first, The Peg, I first considered one of the large pegs that you may have seen in some design stores but figured this may look good and be fun, however it would cause too much weight at the top and the menu would just bend and become hard to handle.

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Design

MENU interior

The Menu itself then needs to sections one for the consistent drinks and one for the interchangable food menu... My first thoughts for this though is that it may be a bit odd to have a digital type printed drinks menu and a hand written food menu, so is it worth having a hand written drinks menu to be consistent with the food menu? I asked a few people and they agree, both should be hand written. They also suggested though that the drinks menu should be seperate from the food menu, ie having to seperate documents. Which does make sense as not everyone going there will want food. So the aim is to now design a seperate drinks menu, then a menu which has both the food and drinks in it. The Menu with drinks and Food will be the same design as planned with the cover and peg. The Drinks menu will just be a page which also works by itself.

My other ideas for the Menu in terms of contents is that the names of the dishes and categories of drinks should be in spanish, then the explanation of the meal should be in english. By giving the areas of the menu spanish names and the meals spanish names people will be more convinced that it really is a spanish meal rather than thinking its some place trying to do spanish meals. For the purpose of this assignment i will get the content of the menu from another existing Bar & Bistro. The menu i have found is from http://www.fromenglish-to-spanish.com/spanish-menu-example. html, which is an example for students, i think this is a good basis to start from and i can just alter some of the items and bring in some more common bistro/pub food with a spanish twist. Ill then design a way for it to be written and have a friend write it as my handwriting is probably too neat.

For each menu (drinks & Food) i think a stamp approach at the top would be best. This way this acts as the title of the page and then the information can be written bellow. The Stamp can contain information such as; La Carte=The Menu and whether it was a food menu or drinks menu. it could also contain more general info like the logo and spanish bar & Bistro if needed. Having just done some more research on the menu i have actually found a menu that is more appropriate. The breakup of the menu or what would possibly split as pages are drinks menu, tapas menu and main meal menu.

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Ta pa s c o n t e n t s

Tapas Frías Pan a la Catalana con Jamón Serrano $4.00 Tomato Bread topped with Serrano Ham and Olive Oil Queso Manchego con Fruta Fresca $4.00 Manchego Cheese with Fresh Fruit Aceitunas Rellenas de Anchoas $4.00 Olives Stuffed with Anchovies Patatas con Alioli $4.00 Potatoes with Alioli Sauce

Jamón Serrano con Piña $4.00 Serrano Ham with Fresh Pineapple Tapas Calientes Rapé a la Romana $4.50 Fried Monkfish with Alioli Setas Silvestres al Ajillo $4.50 Wild Mushrooms with Garlic and Wine Sauce Gambas al Ajillo $4.50 Prawns sautéed with Garlic and Sherry

Chorizo Seco $4.00 Dry Chorizo

Almejas y Mejillones Marinera $4.50 Mussels and Clams in a Wine Garlic Tomato Sauce

Aceitunas Variadas Aliñadas $4.00 Mixed Marinated Spanish Olives

Calamares Fritos $4.50 Fried Calamari served with Lemon and Alioli

Boquerones en Vinagre $4.00 Marinated Spanish White Anchovies

Torta de Cangrejo $4.50 Crab Cakes served with a Red Roasted Pepper Sauce

Callos a la Madrileña $4.50 Tripe with Sausage, Ham and Paprika Sauce Albondigas a la Castellana $4.50 Spanish Meatballs in a White Wine and Tomato Sauce Chorizo Manchego $4.50 Spanish Red Sausage Sautéed with Peppers, Onions, Garlic and Wine Tortilla Española $4.50 Spanish Omelet with Sautéed Potatoes and Onions Tapas del Día Daily Tapa Special

Sopas Sopa de Ajo Aragonesa $4.50 Garlic Soup Sopa del Día Soup of the day Ensaladas Ensalada verde $7.00 Mixed Greens, Tomatoes, Cucumbers, Olives, Eggs, Asparagus and Onions with our House Dressing

Menu contents from http://www. patioespanol.com/menu.html & modified by me

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main meal contents

Platos Principales/Main Courses All main courses include a choice of Soup or House Salad Bistec al Pastor $22.00 Grilled Steak Sautéed with Green Onions and Shitake Mushrooms in a Brandy Sauce Cordero Manchego $22.00 Tender Grilled Medallions of Lamb marinated in Olive Oil, Cumin, Paprika, Black Pepper and Garlic Costillas de Cordero $20.00 Marinated Rack of Lamb Solomillo a la Andaluza $20.00 Grilled Filet Mignon Sautéed with Garlic, Mushrooms, Peppers and Tomatoes in a Sherry Wine Sauce Solomillo de Cerdo al Pastor $22.00 Pork Tenderloin Sautéed with Garlic,

Mushrooms, Peppers and Tomatoes in a Sherry Wine Sauce Pollo al Ajillo $19.00 Chicken Sautéed in a Garlic Sauce Pollo al Chilindrón $19.80 Chicken Sautéed with Pepper, Garlic, Ham in a Tomato Wine Sauce Pollo al Jerez $19.80 Breast of Chicken in a Sherry Cream Sauce Zarzuela de Mariscos $23.80 Shellfish and Fish Sautéed with Garlic, Onions, White Wine and Brandy in a Saffron Tomato Sauce Gambas al Ajillo $24.50 Prawns Sautéed in a Garlic Sauce Salmón con salsa de Champagne $26.50 Grilled Salmon with Champagne Sauce

Pescado fresco del dĂa Fresh fish of the day ESPECIALIDAD DE LA CASA Paella Valenciana $28.00 Rice with Prawns, Clams, Mussels, Squid, Chicken and Chorizo Blended with Safron Paella Marinera $28.00 Rice with Prawns, Clams, Mussels, Squid, Scallops and fresh Fish Blended with Safron

Menu contents from http://www. patioespanol.com/menu.html & modified by me

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Menu Bebidas* drinks

Sangria Jug (1.5ltrs) $30.00 Our sangria is made in the most traditional Asturian way (Northern Spain). It contains seven different liquors/spirits, fresh fruit, orange juice, red wine...

Daiquiri - Banana or Strawberry $12.00 Rum, Triple Sec, banana or strawberries & Crème de fraises, lime juice & sugar

Cocktails

Caipirinha $12.00 Cachaça, pressed fresh lime, brown sugar. Served frozen

Margarita (shaken or frozen) $12.00 Tequila, Cointreau, lime cordial

Oasis $12.00 Gin, Blue Curaçao & tonic

Granizado de Limon $12.00 Vodka, pressed fresh lemon, sugar, served frozen

Mojito Rincon or Classic $12.00 (Rincon made with fresh strawberries) Habana Club Rum, fresh lime and mint

Long Island Ice Tea $12.00 Gin, vodka, rum, tequila, triple sec, sweet & sour & coca cola

White (or Black) Russian $12.00 Vodka, Kahlua, milk (coca cola instead milk for Black)

Sex On The Beach $12.00 Peach schnapps, vodka, orange & cranberry juice

Cosmopolitan $12.00 Vodka, Triple Sec, cranberry & lime juice

Tequila Sunrise $12.00 Tequila, Grenadine & orange juice

Piña Colada $12.00 White rum, Malibu, cream and pineapple juice Bloody Mary $9.00

Cervezas San Miguel $7.90 Lerida Kirin $7.50 Japanese Peroni $9.50 Italia Coopers $7.50 Australia James Squire $7.50 Australia Stella Artois $8.50 Belgium Matso Mango Beer $7.50 Australia Hoegaarden Witbier $9.50 Belgium Guinness $7.50 Ireland Becks $7.50 Germany Weihenstephan hefe $9.50 Belgium Hahn $7.50 Australia Crown Lager $8.30 Australia

Little Creatures $7.50 Australia Mahou $7.50 Madrid Corona $7.50 Mexico Refrescos Sodas $3.00 Coke, diet coke, soda, lemonade, tonic, slimline tonic, bitter lemon Juices £4.00 Orange, apple, pineapple, cranberry, grapefruit, tomato Solares Water Small (330ml) $2.50 Large (750ml) £3.30 Licores Mixer from $6.00 Kir $6.00 Spritzer $6.00 Spirits from $5.20 Liqueurs from $5.20 Dessert Wines Malaga wine $7.00 Moscatel $7.00 Porto special reserve $6.80 Porto 10 years old $9.00

$3.50 Café con leche / with milk $4.00 Cortado / with a drop of milk $3.70 Cappuccino £1.90 Tea $3.50 Hot chocolate $3.50 Carajillo / special brandy coffee $6.50 Calypso / Tia Maria coffee $7.00 Irlandes / Irish coffee $7.00 Colombiano / Kahlua coffee $7.00 Brandy 103 brandy $5.00 Veterano $5.00 Torres 10 $7.00 Magno $7.50 Conde de Osborne $9.00 Torres Imperial $9.00 Carlos I $11.00 Salvador Dali Limited Edition $15.00

Drinks menu contents from http://www. rinconlatino.co.uk/ menu-drinks.php + BEER ADDITIONS BY MYSELF

Hot Drinks Café solo / expresso $3.00 Solo doble / double expresso 121

Design

M E N U s ta m p s

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Design

M E N U s ta m p s

First tryout of tyoe, the top of the a is too high and needs to be reduced a bit.

Second go, the a appears thicker than the L, stroke width reduction please

Reduced stroke width and it all seems good to go.

CARTE CARTE CARTE CARTE CARTE CARTE CARTE CARTE CARTE TAPAS

bebidas

TAPAS

I think this format works well, but is there another name for main meal? it’s a bit too long and if it were shorter and more obvious the translations probably wouldn’t even be needed.

p l ato s p r i n c i pa l e s

Drinks

TAPAS

Small Meals

BigMeals

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Design

M E N U s ta m p s

My consideration for the menu is that they would use a black pen to write the menu, it would make sense then that the stamp should be red to add some colour and stand out. I’ve also just explored whether the line from the logo could be adapted into it, or if it was needed, and it’s not all that necessary but was worth a try. In the application of the stamp it can go anywhere on the page, preferably the top but not strictly. The idea is that by individuals making the menus each is different and unique. Could also reverse it out in a shape but looking at the one i have produced here it would be way to overpowering. Also i have changed the main menu translation to principales which means mains rather than main meal. I think principales speaks for itself and means translations arn’t needed.

CARTE CARTE bebidas

bebidas

CARTE CARTE TAPAS

TAPAS

CARTE CARTE p r i n c i pa l es

p r i n c i pa l es

I was just playing around with some colours and it occured to me that if these stamps look the same perhaps they would be confusing to staff. Should each stamp be a different colour? or perhaps should they incorporate a small icon/symbol of what that menu is? I think both these could be used so ill do some quick sketches and develop it.

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Design

M E N U s ta m p s

Mahou is a beer from Madrid, it seemed a good idea to base the shape of the bottle icon off this. The bottle is from : http://2.bp.blogspot.com/_ XdP6Lp2ceqY/S9O13wuR0CI/AAAAAAAAPE8/ gP4nMpL2RIk/s1600/6a00d8345250f069e20134 8004ed15970c-550wi.jpg

In trying just trying a few different ways of having the bottle i think a plain bottle shape would be much more effective. Iâ&#x20AC;&#x2122;ve applied it to the drinks stamp which uses a aqua colour to symbolise water/liquid and it just needs some emphasis in shape and itâ&#x20AC;&#x2122;ll be good to go.

CARTE bebidas

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Design

M E N U s ta m p s

The Tapas symbol is very simple, everyone can assume size when you add a toothpick, then its normally something on bread, in this case a olive or a cherry tomato or anything you like. In creating these icons the most important thing is that they are simplistic and easy to read. This way they will stamp correctly and people can recognise them.

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Design

M E N U s ta m p s

The mains symbol i figured should use a knife and fork in some way, i first decided to adapt a plate as well but found this was too complicated and in fact not really needed to communicate a main meal. In the end i just went for a rough knife and fork sitting next to each other. I think this symbolizes a main meal well enough and with the name principales one can link it to a principle meal and hence main meal.

CARTE p r i n c i pa l es

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Design

M E N U s ta m p s

Just asked some randoms in the library if they could tell what type of menu each was, and they picked it, of course the middle one is easy as everyone knows what tapas is, but they got the others so thatâ&#x20AC;&#x2122;s good. Means the symbols and colours work well together to communicate what each is.

So the all menuâ&#x20AC;&#x2122;s will be written, just the drinks menu will always be the same unless they sell a new product. This way all the three pages will be the same format besides difference due to the handwriting. So the menu gets handwritten, photocopied and then stamped then placed with a cover and pegged all together. The stamp placement would obviously vary on each menu as itâ&#x20AC;&#x2122;s being hand stamped.

CARTE CARTE CARTE bebidas

ta pa s

p r i n c i pa l es

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Design M E N U pag es

The menu’s are all hand written, The drinks menu stays the same and is just reproduced by photocopy (80gsm). The Other menu’s can be copied in the same way but these would be re-written every week or so depending on what produce is available. Each menu is individually stamped with either the ‘Bebidas’ - drinks, ‘Tapas’ or ‘Principales’ - Main Meals. These can change position on each menu as this makes each individual. As for the copy on the menu the instructions for writing them out are simple; main headings in capital letters with an underline, subheading (names of dishes in title case with an underline and then normal copy for everything else. The stamps would be self inking stamps and could be very quickly applied to the menu’s. There would also be excess drink menus used at night and at the bar.

CARTE bebidas

CARTE

pri

nci

pa l

s ta pa

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Design coasters

Translations made using google Translate: Hello/How are ya! - Hola./Qué tal! Good-bye. - Adiós My name is - Me nombre What’s your name? - Cómo te llamos/as? I don’t speak much Spanish. -No puedo hablar muchos/as español. Where is the bathroom? -Dónde está el baño? I’d like to pay. -Me trae la cuenta por favor? That was a very good meal. -La comida estuvo delicioso/a. You are very beautiful - eres muy hermosa/o Two _______ beers please - dos cervesas de _______ por favor

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Design coasters

You are very Beautiful -

eres muy hermosa

You are very Beautiful -

eres muy hermosa

You are very Beautiful -

eres muy hermosa

Type adaption comes from cover of the menu, the pattern then comes in as a new element and can change colour for the different sentances.

You are very Beautiful -

eres muy hermosa

You are very Beautiful -

eres muy hermosa

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Design coasters

You are very Beautiful -

. o / a s o m r e h y u m s e er

I don’t speak much Spanish l. h a b lo m u c h o e s pa ñ o

That was a very good Miceaiols o /a . La c o m id a es t u v o d el

Where is the Bathroom? -

Dónde está el baño?

143

Design coasters

Hello/ How are ya -

H o l a ./ Q u 茅 ta l !

Good Bye -

A d i贸 s .

My Name Is -

Me Nombre.

What’s your Name? -

Cómo te llamos/as?

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Design coasters

Id like to Pay -

. r o v fa r o p ta en u c la e a tr e M

Two ___ beers Please -

dos cervesas de ___ por favo

The Coasters would be made from the usual soft cardboard stock, Iâ&#x20AC;&#x2122;m unsure of the actual name of this stock but im sure you are aware of what i am refering to.

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Rationale We all know that if the atmosphere isn’t there for a Bar or Restaurant, then even if the food is good we arn’t likely to return. This Brief has always been about the atmosphere, the experience and controlling this through the design of Rojo.

strategy The design strategy used to solve this brief is Change. Everything is beimg continually altered in some way, whether that is the front panel, the menu or by having various coasters. By keeping it moving and changing it continually creates new experiences. It creates hype and buzz for the customers and results in a return based customer base rather than a one off customer.

Why do i work? It’s difficult to explain everything just by itself as everything works together, it’s not just one thing and then another - the menu, the coaster, the signage and the interior all work together and bounce of each other. Everything contributes to the overall experience and that is why the design of Rojo is so strong. It’s like a collage, there are a number of elements that somehow create a overall feeling or message and yet you’re not exactly sure what it is. In this sense i can explain elements that have been used throughtout the design of Rojo that give it it’s Spanish twist.

First is the pattern work which is used throughout the building and the coasters. Patternwork plays a strong role in spain, it’s almost everywhere you look and this was seen within research. The second is colour, It’s vibrant, strong, passionate and suggests raw materials, fun, organic food and of course promotes an overall good feeling. Type is the third, The logo itself adapts the bold uppercase lettering often associated with spain, it’s strong and bold, like a matador and the condfidence of a flamenco dancer, but lets not get to cliche.

On that note that is probably one of Rojo’s strongest elements of design. It isn’t cliche, it doesn’t bow down to common cliches that have been overused and overdone. It’s unique. Getting back to the type though, used throughout the rest of the design the type diversifies with script style hand lettering and bold uppercase lattering, a true contrast that complements each other like two contasting colours. These also contribute to the spanish feel. The interior promotes the use of raw materials and ingredients as seen in some of the menu cover photographs, the interior promotes conversation between the customers and gives them objects to get lost looking into. The furniture

harnesses the raw materials of chunky wood promoting an organic amd relaxed atmosphere to the Bar & Bistro. The other major design theme within the Rojo Assignment is the interactivity of the design. Everything causes the customer to react in some way. The Menu’s promote conversation by having people recieve differnt menus only to ask what another has. The coaster design promotes a fun situation in all countries of trying to speak some basic sentances of the language, it also promotes customers to talk to the staff and of course not only experienve the food of spain but the language too. And as said before the interior promotes interaction and interest ten times over.

Overall it’s all about creating change and an experiemce for the customer. We know the logo is simple enough to allow for evolution of the company, even if the company some how gets into sneakers it could work on the tounge of the shoe. But in the end the final word comes down to the customer. Having shown this to a number of friends, family and strangers i can only go off their responses of believing that it would be a really awesome place, they can really see the whole concept working and can really see it as an actual profitable business and finally they wish it was real.

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