MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Rebrand Moshimo
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context Moshimo is a renowned Japanese restaurant in central Brighton. Popular among Brighton locals, Moshimo is known for its freshly prepared sushi and excellently authentic dishes. Moshimo has one of the most popular membership schemes in Brighton, offering members 50% off food on 'Moshimo Mondays' and 'Tuesdays Too'. Moshimo has won notable awards for its undertaking sustainable fishing techniques. Its 'Fishlove' campaign in particular has drawn much attention from the media. The campaign is endorsed by many well known celebrities and encourages sustainable fish farming. Moshimo was once part of the 'Moshi Moshi' chain of sushi restaurants in London, but branched out and became an independent restaurant run by Karl Jones and writer Nicholas Rohl. Brief or Tasks Moshimo is Brighton's best loved Japanese restaurant. It has a following of trendy Brighton locals, but more could be done to attract customers from further afield. Build a name for Moshimo and promote it as Brighton's best loved Japanese restaurant. This should be achieved through branding, identity and promotional design. Many of Moshimo's loyal customers are people who are very familiar with the different types of sushi. Moshimo at times alienates people who are unfamiliar with sushi by failing to provide an explanation of the varieties of sushi. As well as branding, design a publication that will work as a 'beginners guide to sushi'. Preparation/Research suggestions Research branding of similar restaurants. Look at independent, small sushi restaurants and their style of branding but mainly look at the branding of large chain Japanese restaurants such as Wagamama or Yo Sushi. Even though these are much bigger than Moshimo, they attract customers from a variety of backgrounds who may not all be familiar with Japanese cuisine. Research promotional design methods that Moshimo is not currently doing; aim to broaden what they are currently doing in order to reach out to customers from further afield. Research Japanese graphic design; the style of Japanese design incorporates simple use of colour, crisp photography and use of simple sans serif typeface. Evidence – for this project students should submit New branding for Moshimo. Design a concept rather than a brand on its own. This concept should be applicable to restaurant ephemera and be continual. Promotional material such as poster design, business cards, adverts. A website showcasing the Japanese cuisine, specif ically the food prepared at Moshimo. The website should be easily accessible and legible and work as a representation of the Moshimo brand. Briefing: Monday 30/09/2013
Deadline: Thursday 22/05/2014