Tableofcontents Section 1: Research Research Paper Project Overview Target Audience Creative Brief
Section 2: Creative Developement Moodboard Logo Sketches Website Sketches Print AD Sketches Motion Graphic Sketches Sketches for Mobile Application Menu’s and Business Cards
Section 3: Style Guide Logo Guide Logo Parts Tagline Do not do this Logo Colors Brand Colors Photography Typography Print Guidelines OnScreen Guidelines
Section 4: Final Designs Store and Takeout Menus Social Media Marketing Print ADs Motion Graphics Promotional Items Conclusion
Wasabi Japanese Restaurant • Page 1
Japanese Restaurant
Research
Section
ProjectOverview
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Wasabi Japanese Restaurant • Page 5
CreativeBrief
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WasabiTribes
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Japanese Restaurant
Creative Development
MoodBoard
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Wasabi Japanese Restaurant • Page 13
LogoSketches
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WebsiteSketches
SiteMap
Tweet with me
Homepage
Reservations Menus
Confirmation
Lunch Appetizers
Order Daily Deal
Sushi & Sashimi
Dinner - Entreés (cooked)
Sushi Facts /Promotions
Contact
About
Beverages
Desserts
Shopping Cart Sign in/Order
Sign in/Join
Order Confirmation
Confirmation
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PrintADSketches
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MotionGraphicSketches
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MotionGraphicSketches
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MobileAppSketches
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Japanese Restaurant
Style Guide
PrimaryLogo
SecondaryLogo
Japanese Restaurant
COME EAST FOR
DELICIOUS DELICIOUS
Wasabi Japanese Restaurant • Page 26
DELICIOUS
DELICIOUS
DELICIOUS
This is the primary logo for Wasabi Japanese Restaurant. It is vertically oriented and should always be used in a manner consistent with it’s shape. Surrounding Space around the logo should always be relative to the spacing shown here. That is no other design element or type should be within a space that is at least the same measure as the height of the word “DELICIOUS”.
In the event that the logo is required to be placed on a dark background, this secondary logo should be used to ensure visibility.
Japanese Restaurant
COME EAST FOR
DELICIOUS
Wasabi Japanese Restaurant • Page 27
LogoParts
TaglineAlternative Fan
The Wasabi Fan is shown full color whenever possible. It is comprised of red at 100% opacity alternating with the same red at 59% opacity to form the top part of the fan. The base is made up of two semi circles adjusted to fit the bottom shape of the fan. They both have alternating gradients which vary from a light orange to a darker version.
Fan
Company Name
The company name is comprised of the words Wasabi Japanese Restaurant placed in two lines. Wasabi is in caps with the “W” larger than the rest of the word. Japanese Restaurant is smaller with only the first letter of each word in caps. The typeface used here is Baskerville bold for Wasabi and Baskerville Regular for Japanese Restaurant. The color is 100% Black.
Black Bars
There are two black bars added above and below “Japanese Restaurant” to separate it from the other parts of the logo and slogan. The purpose of these graphics is to prevent the logo from appearing crowded. These bars are always present when the wording of the logo is used and like the wording, they too are always to be used at 100% Black
Company Name
Japanese Restaurant
COME EAST FOR
DELICIOUS
Black Bars
COME EAST FOR
DELICIOUS
Come East for Delicious is Wasabi’s tagline and should always be shown in two lines beneath the logo in the Wasabi Red and Helvetica Light. They should be sized in such a way that they align with each other on both sides. The logo can be shown without th
Slogan
The Wasabi slogan is “Come East for delicious”. It is all caps in Helvetica Neue Light and it is the same red as the parts of the fan that are shown at 100% transparency. Come East For is always smaller than Delicious and are placed in such a way that they alight with each other on both the left and the right sides.v
Slogan
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ColorTreatments
DoNot...
COME EAST FOR
DE
ane
ME
se
EA
LIC
DELICIOUS Change the fonts
Re
sta
ST
IOU
ura
FO
S
R
nt
Place logo at an angle
Japanese Restaurant
Japanese Restaurant
COME EAST FOR
DELICIOUS
COME EAST FOR
Japanese Restaurant
CO
DELICIOUS
Jap
Rearrange parts of the logo
Japanese Japanese Restaurant Restaurant
Japanese Japanese Restaurant Restaurant Japanese Restaurant
COME COME EASTEAST FOR FOR
COME COME EASTEAST FOR FOR COME EAST FOR
DELICIOUS DELICIOUS Full Color Logo
Japanese Restaurant
COME EAST FOR
DELICIOUS
Use Pixellated
Use drop shadows or any other effects
Wasabi Japanese Restaurant • Page 30
Japanese Restaurant
COME EAST FOR
DELICIOUS Distort
DELICIOUS DELICIOUS DELICIOUS
Black and white or single color logo
Greyscale logo
Japanese Restaurant
COME EAST FOR
DELICIOUS Change the color
Wasabi Japanese Restaurant • Page 31
WasabiColors
WasabiColors
PMS Color
RGB
CMYK
HEX#
PANTONE 485C
205 23 22
13 100 100 4
#CD1716
PANTONE 425C
000
75 68 67 90
#000000
PANTONE 367C
150 201 70
46 0 94 0
#96C946
PANTONE 656C
233 236 243
7410
#E9ECF3
PANTONE 1205C
252 225 156
2 10 46 0
#FCE19C
N/A
255 255 255
0000
#FFFFFF
Wasabi Japanese Restaurant • Page 32
The Wasabi brand has six mai colors derived from traditional Japanese photos and food from the moodboard. These colors in particular were chosen because of their frequent appearance in images of Geishas, Sushi and Wasabi which are all strongly associated with Japanese culture. The red has also been scientifically linked with opening the appetite which is certainly useful in a restaurant atmosphere. The beige was chosen to help to create a warmer palette of colors since Wasabi is a family friendly environment. The particular green chosen is the color of the Wasabi root for which the restaurant is named. The black, gray and white were chosen to add a strong element to the brand which will hopefully express the fact that Wasabi Japanese Restaurant intends to be around for a long time. The first three colors shown here are the main colors of Wasabi Japanese Restaurant. The latter are to be used as background colors or on a dark background.
To be used as a background color or for reversed type.
Wasabi Japanese Restaurant • Page 33
Images
Fonts Approved images for use in Wasabi’s promotional and branding media include quality photography showing sushi, sashimi, nigiri as well as cooked Japanese dishes. These photos must be complimentary to the food and Japanese culture. Other photos that can be used are those of people of all ages and ethnicities represented in the neighborhood where Wasabi is located. These include: African American, Caucasian, Asian, Latino, Indian, Caribbean and any mix of the above. Photos can show families or friends enjoying an obviously Japanese meal (being that the target audience is mostly Westerners) and can include both genders and all ages.
Print Resolution
random SUSHI random Body Copy
For quality viewing and quick loading time images to be used primarily on the internet should be between 72 and 96 dpi.
Television
Japanese typically believe that nature cannot be improved. It is AD headlines should trendvery of the title of Wasabi’s newest based on this reasoning that their follow food isthe usually simple. Ad Campaign, “random SUSHI fact #1,756” As a result of this it is the chef ’s responsibility to arrange and prepare the•food enhanceused it’s natural beauty. To see ansemi bold and bold. Theto typefaces are Baskerville regular, expert sushi• chef work his dishes be in sure to join us Eachatline of and typetry should line up a justified style with the next. for lunch or•dinner. Upper and lowercase should be alternated depending on the shape of facts the words andthis ascenders andfound descenders. More sushi like can be at:
Japanese typically believewww.wasabijapanese.com/facts that nature cannot be improved. It is based on this reasoning that their food is usually very simple. As a result of this it is the chef ’s responsibility to arrange and prepare the food to enhance it’s natural beauty. To see an expert sushi chef at work and try his dishes be sure to join us for lunch or dinner.
fact #1,756
SUSHI random
Images for print should be 300 dots per inch (dpi) and full colorv.
Web Resolution
Headline Type
More sushi facts like this can be found at:
Wasabi’s body copy will look much like this. Usually Black but can be Japanese typically believe that nature cannot be improved. It is www.wasabijapanese.com/facts any of the other two main colors. The point size is between 10 and based on this reasoning that their food is usually very simple. 12 depending on the amount of content and the size of the media. As a result of this it is the chef ’s responsibility to arrange and prepare the food tobelieve enhance natural beauty. see an It is Japanese typically thatit’snature cannot be To improved. expert sushi chef at work and try his dishes be sure to simple. join usRestaurant based on this reasoning that their food is usually very Japanese for lunch or dinner. As a result of this it is the chef ’s responsibility to arrange COMEand EAST FOR prepare the food to enhance it’s natural beauty. To see an More sushi facts like this can be found at: DELICIOUS expert sushi chef at work and try his dishes be sure to join us Call to Action www.wasabijapanese.com/facts 15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552 for lunch or dinner. Present this ad to your server to receive 20% off any entrée on our menu. The call to action is Baskerville Bold and a little larger than the body More sushi facts like this can be found at: copy. Must also include website or phone number depending on the www.wasabijapanese.com/facts nature of the content.
fact #1,756 random SUSHI SUSHI fact #1,756
In the event that any media is created for the specific purpose of being shown on television or any other type of video the industry standard resolution is 150dpi.
fact #1,756
Tagline
Japanese Restaurant
COME EAST FOR
DELICIOUS
The Tagline is Helvetica Neue Light and it’s always shown in red when the Wasabi logo is shown in full color.
15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552 Present this ad to your server to receive 20% off any entrée on our menu.
Japanese Restaurant
Wasabi Typography Wasabi Japanese Restaurant uses two typefaces to represent itself. Baskerville (Regular, Semi Bold and Bold. and Helvetica Neue DELICIOUS
COME EAST FOR
Light. As illustrated above the heading, body copy and call to action are all different versions of Baskerville and the slogan is
Japanese Pines, Restaurant 15953 Pines Boulevard, Pembroke FL 33027-1201 (954) 443-4552 shown in Helvetica Neue Light. Present this ad to your server to receive COME EAST20% FORoff any entrée on our menu.
DELICIOUS
15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552
Wasabi Japanese Restaurant • Page 34
Present this ad to your server to receive 20% off any entrée on our menu.
Wasabi Japanese Restaurant • Page 35
AdSpecs
OnscreenMedia The structure of a typical ad contains a headline, body copy, call to action and contact information. The layout should be similar to the ad pictured here. Photo of food on white background accross the top half of the page. In the event that it does not go all the way to the edge a light gradient should be applied to the sides. A thin divider should be placed below the image separating it from the headline on the left and the body copy and call of action on the right. Another divider should follow this to separate the logo, tagline, address, phone number and website if not present anywhere else on the ad. Any additional fine print would be placed below this.
random SUSHI fact #1,756
Japanese typically believe that nature cannot be improved. It is based on this reasoning that their food is usually very simple. As a result of this it is the chef ’s responsibility to arrange and prepare the food to enhance it’s natural beauty. To see an expert sushi chef at work and try his dishes be sure to join us for lunch or dinner.
More sushi facts like this can be found at: www.wasabijapanese.com/facts
The ad pictured here was designed to be printed at 8.5” x 11” but can easily be printed at a larger size or reduced for a smaller page size. If it is absolutely necessary to move anything to adjust the ad to a smaller size there is room for the header to be made smaller and still line up with the copy to the right of it or additional white space can be added at the top or bottom being that it does not bleed to the edge of the page.
Welcome to Wasabi Japanese Restaurant
Welcome to Wasabi Japanese Restaurant
www.wasabijapanese.com/appetizermenu.html
www.wasabijapanese.com
Japanese Restaurant
Japanese Restaurant
COME EAST FOR
COME EAST FOR
DELICIOUS
DELICIOUS
random SUSHI fact #1,756 Japanese typically believe that nature cannot be improved. It is based on this reasoning that their food is usually very simple. As a result of this, it is the chef ’s responsibilityto arrange and prepare the food to enhance it’s natural beauty..
Home
About
Menu
Contact
Promotions
Wasabi’s Daily Deal Make a Reservation 7/14/2011
7:00 PM Submit
1 person
Be sure to join us for lunch or dinner to watch our amazing sushi chef at work.
Spider Roll with soup or salad
Place an order
Home
Checkout Now [2 items]
Appetizers Lunch Sushi and Sashimi Cooked Entreés Beverages Desserts Wasabi’s Daily Deal
$7.95
Password
Email Address
Submit Forgot password/username
In the event that this ad would have to be reproduced as a horizontal ad the photo would be on the left of the page with a divider to the right of it and the headline at the top right corner with the body copy below it. Another divider would be below everything followed by the logo and contact information centered below on a white background.
Japanese Restaurant
COME EAST FOR
random SUSHI
DELICIOUS
15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552 Present this ad to your server to receive 20% off any entrée on our menu.
fact #1,756
Japanese typically believe that nature cannot be improved. It is based on this reasoning that their food is usually very simple. As a result of this it is the chef ’s responsibility to arrange and prepare the food to enhance it’s natural beauty. To see an expert sushi chef at work and try his dishes be sure to join us for lunch or dinner. Japanese Restaurant
COME EAST FOR
DELICIOUS
More sushi facts like this can be found at: www.wasabijapanese.com/facts 15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552 Present this ad to your server to receive 20% off any entrée on our menu.
15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552 Tweet with me
About
Menu
Contact
Soups Miso Soup Mushroom Soup Clam Soup (seasonal) Fish Soup Kani-Crab and Spinach soup Chicken Soup Tonjiro Red Spicy Girls Soup
$2.50 $4.50 Market Price $5.95 $4.95 $4.95 $4.95 $5.95
Salads Green Salad Super Salad Wakame Salad Avocado Salad Grilled Chicken Salad Seafood Salad
$6.95 $3.00 $6.95 $6.95 $8.95 $9.95
Cold Seafood Appetizers Suno Mono Blue Island (Kani-Su) Spicy Conch Salad Spicy Octopus Salad Spicy Conch and Octopus Salad
$8.95 $8.95 $8.95 $8.95 $9.95
Checkout Now [2 items]
Promotions
Miso Soup $2.50 Delicate broth with miso, seaweed, tofu and scallions [add to cart]
Random Sushi Facts
Website Homepage
www.wasabijapanese.com/promotions.html
The Wasabi homepage was designed with a width of 800 pixels and expands downwards to 740 pixels. Each page should be centered in the window and have a white background for any additional space in the window. The main items on the homepage are as follows: - Info about the current promotion in the left column beneath the logo. - Reservation area - Wasabi’s Daily Deal Items that should be on all pages - Social Media Icons at the bottom of the page. - The logo - Slideshow of images and diners - Navigation bar
Japanese Restaurant
COME EAST FOR
DELICIOUS
random SUSHI fact #1,756 Japanese typically believe that nature cannot be improved. It is based on this reasoning that their food is usually very simple. As a result of this, it is the chef ’s responsibilityto arrange and prepare the food to enhance it’s natural beauty..
Home
About
Menu
Promotions
Contact
Our random sushi facts shown in our ads are submitted by users like YOU to share knowledge and entertaining information abour our favorite food. Submit your favorite sushi fact below for a chance to get featured on in one of our ads as well as receiving a complimentary dinner for you and your favorite person with us one night.
Be sure to join us for lunch or dinner to watch our amazing sushi chef at work.
First Name
Checkout Now [2 items]
New Users Last Name
Email Address
City
Password
Zip Code
Re-enter Password Registered Users Password Email Address
Submit
Submit Forgot password/username
Tweet with me
15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552
Wasabi Japanese Restaurant • Page 36
Wasabi Japanese Restaurant • Page 37
Final Applications
Japanese Restaurant
StoreMenu
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TakeoutMenus
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SocialMedia
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PrintADs
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MotionGraphic
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PromotionalItems
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Conclusion
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