presented to Owen Morehart by Jessica Thorschmidt
LOCA L FRESH ORIGINAL
jessica thorschmidt // winter 2014
Big O’s currently exists as a wood fired pizza vendor at multiple farmers markets in the Portland Metro area. The owner’s passion began by making pizza for his kids and later grew to be a full time job. His business now attracts thousands of farmers market goers every week who appreciate the fresh, local ingredients and home-made recipes. Owen plans to open a retail location where his loyal customers can enjoy his pizza any day of the week, while also attract new customers in the neighborhood.
BRAND STRATEGY Being the only pizza vendor at the farmers market, Big O’s pizza sells itself when people walk by and smell the delicious aromas from the wood fired stone oven and simply have to eat a slice. The purpose of rebranding this business will be to give customers a brand to identify themselves with when they eat at Big O’s and be assured that the pizza they are eating is quality, fresh, and one of a kind. The brand will also play a strong influence in attracting new customers to the upcoming restaurant location in downtown Beaverton.
jessica thorschmidt | winter 2014
jessica thorschmidt | winter 2014
primary
mark
jessica thorschmidt | winter 2014
secondary
mark
jessica thorschmidt | winter 2014
size
variation
2.5"
4.5"
1"
jessica thorschmidt | winter 2014
size
variation
2.5"
4.5"
1"
jessica thorschmidt | winter 2014
color
black
cream
kraft
C=0 M=0 Y=0 K=100 R=0 B=0 G=0 Pantone Process Black
C=0 M=3 Y=10 K=0 R=255 B=244 G=247 Pantone DS 18-9 C
C=0 M=25 Y=50 K=30 R=255 B=244 G=247 Pantone DS 35-5 C
jessica thorschmidt | winter 2014
type
Hand-drawn Script This type will only be used for the wordmark since it is custom drawn. This was the only way to create a uniform composition between the “g” and the “O” in the name. Being custom made also gives a more personal feel to the identity.
FRESH Modern Sans All Caps (modified) This typeface will be used only for the subtitle of the wordmark as well as for headings in branding materials. It will only exist in all caps and as well as contain an outline to create boldness and rounded corners to create warmth and flow well with the script.
wood fired Cutive Modern Regular This monospaced typeface will be used for small titles and body text. It contrasts well with the titles due to its thin stroke and mechanic feel. This type will almost always exist in lower case.
jessica thorschmidt | winter 2014
jessica thorschmidt | winter 2014
jessica thorschmidt | winter 2014
packaging
jessica thorschmidt | winter 2014
paper
goods
jessica thorschmidt | winter 2014
farmers
market
jessica thorschmidt | winter 2014
uniform
jessica thorschmidt | winter 2014
web
presence
jessica thorschmidt | winter 2014
web
presence
jessica thorschmidt | winter 2014
store
signage
jessica thorschmidt | winter 2014
store
interior