INDUSTRY INTERNSHIP 3rd June, 2019 - 28th July 2019
Student:
Krishna Kumar Bachelor of Design Fashion Communication Batch 2016-2020 National Institute of Fashion Technology, New Delhi
Department Mentor: Industry Mentor:
Ms. Pika Gupta Ms. Aanisa Maqbool
Company:
Bel Cibo Hospitality
ACKNOWLEDGEMENTS I am privileged to be able to associate myself with the renowned institution named National Institute of fashion technology. With due respect, I would like to thank our course developer for giving us an opportunity to experience the industry practically, before walking into it full fledgedly. Guidance is something, under which one can do wonders.I would like to express my gratitude towards my department mentor Ms. Pika Gupta for her feedback and suggestion during my internship period. I would like to thank my industry mentor at Bel Cibo Hospitality Ms. Aanisa Maqbool, for giving me responsibilities in the office. I’m sincerely thankful to entire creatives and marketing team of Bel Cibo Hospitality for taking time out from their busy schedule to teach me, and for their hospitality and affection. Krishna Kumar Fashion Communication Bachelor of Design
CONTENTS
Company profile Hierarchy within company Project Flow Design Process
13 Methodology 15 DJ nights promotional content 16 Buffet promotional posts 26 Rain Shower Party Event 30 Gajendra Verma promotional 38 Menu designs for the Imperfecto 42 Akhil Sachdeva Event promotional 48 Logo for Imperfecto Boutique 52 Creatives for Bands 54 Visiting card design. 58
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Project Overview
Learning
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BEL CIBO HOSPITALITY PVT LTD
Belcibo Hospitality is a parent company of the chain of restaurants and pub in Delhi. Noida, Dwarka, Gurgoan and Mumbai. Founded in 2012, Bel Cibo Hospitality Pvt. Ltd. undertook its first Venture- Imperfecto in Hauz Khas Village with an everlasting spirit of imperfection and single aim of crafting a top notch restaurant experience, Imperfecto aspires to revolutionize the hospitality industry. The first Imperfecto Restaurant was started in Hauz Khas Village, under the guidance of Spanish Chef and one of the director of the company Nuria Rodríguez Parra. Located in the heart of a populated upper-middle-class neighborhood, the concept was simply to create a cozy environment that was well suited to have great conversations, while serving authentic Spanish and Mediterranean meals and offering great Wine and spirit selections.
Bel Cibo & Design After winning great accolades Imperfecto opened its second restaurant in Gurgaon, DLF Cyber Hub and once again managed to charm the locals with its imperfect, unconventional setting and Chef Nuria’s magic. Then the saga continued with a chain of conceptual pub and bars which includes Informal by Imperfecto which is constructed along the lines of a hill cottage, Informal is lit up with pretty lights against wooden ceilings and has two segregated seating sections. Sprawled across two floors with an elevated stage, the place boasts of a cutting-edge sound system and a calendar full of live music and DJ-led club night; Imperfecto, Gardens Galleria that has been designed beautifully. Right from the moment you enter, the stairs, the staff, interiors with bikes and scooters casually ‘hanging’ off the ceiling or stairs, and warm, yellow lights, everything is so welcoming; Imperfecto Ruin Pub (Delhi and Noida) which has quirky décor with up-side-down tables, a whole wall stacked with old-timer transistors and radios, mannequins morphed with speakers; this place has something unique at every nook and corner; Imperfecto Rainbow which has been designed in the most colorful and vivid way with crayons, paint brushes, a pool, mice all over the wall to a car hanging from the roof. It has brought under one roof a café, Pub & co-working place.This imperfection also makes the Design aesthetics of the Company.
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BEL CIBO HOSPITALITY PVT LTD What Bel Cibo Provides Imperfecto has been voted the ideal place for that very special night out and the best spot in Delhi/NCR to dine in the ambient moonlight, whilst enjoying the live music from some of the best Live Band entertainers the city has to offer. Date night… birthday dinner… business lunch… brunch with old friends… The Imperfecto help people find the perfect table for every occasion. A stimulating atmosphere with lots of conversation pieces on the walls and excellent quality, fresh cooked meals help define the company as a mainstream casual dining restaurant that caters to the community and local businesses. The company provide friendly, attentive service in a relaxed environment by staff and owners that truly enjoy their job. After years of fine-tuning, product development, and lots of hard work, The Company have what you see today and the success at all of these locations has egged on the company to expand its operations at Aerocity, New Delhi; M2K Gurgaon and Mumbai.
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HIERARCHY WITHIN COMPANY
Board of Directors
Marketing Director Marketing Executives Social media team Designers Cinematographer
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HR Director Sales manager Analytics Manager Area Sales Manager
Accounting manager HR Assistant Legal Assistant
PROJECT FLOW
The projects and Campaigns are introduced and designed by Marketing director and the team then the briefs are given to the designers , which are carefully overlooked by the design head and social media marketing head of the outlet. The designer have everyday day s meetings with the social media marketing head to get the brief for the projects and to show their work and progress for the assigned work. The Marketing director also conducts meeting with designers and social media team to brainstorm ideas and everyone shares the insight of the previous events and posts. Once a designer has come up with designs , they are selected by the social media head and improvements are suggested if required. The final designs are posted to the social media. Some of the designs projects are directly reported to Nuria -one of the directors of the company. Those designs which are made for printing purpose for advertisements are approved by marketing head and the budget is also decided by the same person.
Marketing Director
Marketing Executives
Social media team
Designers
Cinematographer
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DESIGN PROCESS
The design process followed into the company is familiar with what we have learned in our academic projects. Whenever a new event is going to be held at the restaurant, a meeting is set up with the designing and the marketing teams. Different concepts and ideas are discussed in the meeting and when the concept is finalized, it is discussed with the directors and then both the designing and the marketing teams plan their work according to the schedule.
Briefing of the projects Setting the desired goals for a projects
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Research To know more about the project and to get the best possible outcome
Project delivery and completion
Ideation/ Brainstorming To get the best and new elements
Initial sketch/ Discussion To present the concept to the client and explain why one will succeed over the other
Approval/ Rejection/ Revision
Execution/ Deliver
Finalizing one concept or two and work out more details on that and revise to see if any modification needed
OVERVIEW OF THE PROJECTS
• • • • • • • • •
Daily DJ nights promotional content for Instagram and Facebook. Buffet promotional posts. Rain Shower Party event poster, tickets, Mdf for print. Gajendra Verma celebrity Event promotional content. Menu designs for the Imperfecto, Garden Galleria. Akhil Sachdeva celebrity Event promotional content. Logo design for an upcoming outlet of the Imperfecto Boutique in Dwarka, Delhi. Animated Posters for Instagram based on the daily Nights. Visiting card design.
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METHODOLOGY
• Getting the complete brief of the project by the senior designer. • Once I got the brief, I researched about the project and collected the useful data and information for the project. • I went through the existing design for better understanding, so that the elements selection can be done accordingly. • I did brainstorming for the elements and factors which will make the design more appealing and impactful. • After I found all the best possible data and elements, I created a rough layout of the project and presented it to my seniors and explain the complete project. • I also made samples designs. • If my seniors approves the designs, then I create a final layout with all the useful information and the design principles. • Finally, after the completion of the design, I discussed it with my team members and the client to get the final approval and Posting.
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DJ NIGHTS PROMOTIONAL CONTENT
Brief Daily post for the Dj Night party are named as Bollywood night, Friends Night, Corporate night, Chupke Chupke Night, Sufi Night, queens bee night, Saturday Night fever, office office night, owl shift night and Talli Night
DJ nights brief • Bollywood Night- Bollywood night creative should contains the exaggeration of the Bollywood life and should contain elements that can be relatable to party, Dj and Bollywood. • Friends Night- The creative should contain the elements which depicts the bond between friends in a party zoned and Night life. • Corporate night/Office office night/Owl shift night- The creative should contain the elements which are related to office work life and the escape from the scheduled life. • Chupke Chupke Night- This is a lady night so the creative should contain the elements which depict the idea of escape and do the party. • Talli Night/wasted Tuesday- This night is about the audience who get sloshed. So it contain the elements which depict the same. • Queens’s bee night/ Saturday Night fever – The creative should contain the elements which gives the priority to the lady and treat as a queen. Saturday Night fever is very similar but it should contain the crazy elements and many colours. • Sufi night- DJs who plays Sufi genre are called upon on this night. The creative should depict the idea of Sufi style. • Bands-DJ creatives- Band and DJ Picture Promotional content on the briefed theme
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PROCESS
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WORKS
Instagram post Size 1000PX X 1000PX
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WORKS
Instagram post Size 1000PX X 1000PX
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WORKS
Instagram post Size 1000PX X 1000PX
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WORKS
Instagram post Size 1000PX X 1000PX
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WORKS
Instagram post Size 1000PX X 1000PX
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WORKS
Instagram post Size 1000PX X 1000PX
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WORKS
Instagram post Size 1000PX X 1000PX
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WORKS
Instagram post Size 1000PX X 1000PX
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BUFFET PROMOTIONAL POSTS
Brief Design Buffet launch promotional content, ticket, banner and Printed Mdf that should be artistic, easily relatable and can go with the company aesthetic for Imperfecto Logix mall, Noida.
Instagram post Size 1000PX X 1000PX
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PROCESS
Original picture
For filters and blending
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WORKS
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Instagram post Size 1000PX X 1000PX
WORKS
Instagram post Size 1000PX X 1000PX
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RAIN SHOWER PARTY: EVENT
Brief Design Rain Shower party promotional content, ticket, banner and Mdf for Print Media. The event was in Imperfecto logix but later on it was schedule at Garden Galleria.
Post size 1000px X 1000px Ticket size 75mm X 210mm Instagram story size - 1920px X 1080px Poster for print size - 3ft X 2ft
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PROCESS
Original picture
For filters and blending
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PROCESS
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WORKS
Instagram post Size 1000PX X 1000PX Not Approved
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WORKS
Not Approved
Instagram post Size 1000PX X 1000PX
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Not Approved
WORKS
Approved
Instagram post Size 1000PX X 1000PX Not Approved
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WORKS
Approved
Instagram post Size 1000PX X 1000PX Approved
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WORKS
Poster for prints
Ticket
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GAJENDRA VERMA PROMOTIONAL
Brief Event Promotional content for a well-known singer Gajendra Verma, tickets design and Design for print media. I was asked to come up with some ideas for an event - Rain Shower party. I had to come up with design elements, fonts, concept etc. to create Promotional content for social media, tickets, Event Banner for the event.
Learning In this project I learned being responsible is an integral skill required in the professional arena. My internship experience makes me more responsible and accountable for what decisions I make in the last moment because it was very short duration for the project and how I execute what’s been allocated to me.
Post size 1000px X 1000px Ticket size 75mm X 210mm Tent card size - 420mm X 150mm Instagram story size - 1920px X 1080px Poster for print size - 3ft X 2ft
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WORKS
Instagram Post
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WORKS
Poster for prints
Ticket
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Tent card size - 420mm X 150mm Tent card after fold - 210mm X 150mm
WORKS
Instagram story
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MENU DESIGNS FOR THE IMPERFECTO
Brief Menu Design for new Menu Launch event for Imperfecto Garden Galleria, Noida The Project was done under the guidance of Nuria Rodriguez (From Spain), Company’s lead chef, interior design and also one of the owner of the company.
Learning Ms. Nuria’s first language is Spanish so she is not fluent in English and Hindi hence it was difficult to understand her. I learned to communicate despite and also beyond language barrier.
Some of the pages of existing menu
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INITIAL WORKS
Not Approved
Not Approved
Approved
Not Approved
Approved
Approved
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WORKS
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Size 11in X 7.5in Face type-Traveling _Typewriter. size 17pt Face type-Old _Typewriter. size 23pt
WORKS
Size 11in X 7.5in Face type-Traveling _Typewriter. size 17pt Face type-Old _Typewriter. size 23pt
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WORKS
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Size 11in X 7.5in Face type-Traveling _Typewriter. size 17pt Face type-Old _Typewriter. size 23pt
WORKS
Size 11in X 7.5in Face type-Traveling _Typewriter. size 17pt Face type-Old _Typewriter. size 23pt
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AKHIL SACHDEVA EVENT PROMOTIONAL Brief Event Promotional content for a well-known singer Akhil Sachadeva, tickets design, and Design for print media and online media For Imperfecto Ansal Plaza.
Learning In this project I learned being responsible is an integral skill required in the professional arena. My internship experience makes me more responsible and accountable for what decisions I make in the last moment because it was very short duration for the project and how I execute what’s been allocated to me.
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Post for Instagram Size- 1000px X 1000px
INITIAL WORKS
Post for Instagram Logix mall & Ansal Plaza Size 1000px X 1000px
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WORKS
Ticket for print Size 75px X 210px
Facebook Banner size 1080px X 1920px
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WORKS
2ft X3ft For Print, Poster for Ansal Plaza Size 72000px X 10800px Face type-American Captain,Nexa light,Aldith Grunge.
2ft X3ft For Printed, Logix mall Poster Size 72000px X 10800px Face type-American Captain,Nexa light,Aldith Grunge.
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LOGO FOR IMPERFECTO BOUTIQUE Brief Create logo samples for new outlet. Outlet name- Imperfecto Boutique The logo should contain French and fashion element, Existing Style should be followed, Imperfecto written in the logo should be same. Design other graphical element of the logo.
INITIAL WORKS
Approved
Approved
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WORKS
Face type-Deutsche Uncialis. Size 72px X 108px -72000px X 10800px Different color variants for different background Font size 12pt, when logo fit in 1000px X1000px
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CREATIVES FOR BANDS
Brief Create animated posts for social media according the Dj Nights and the existing theme of the Company.
Animated Instagram Post size 1000px X 1000px
Scan to See Animated version
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WORKS
Post for Instagram size -1000px X 1000px
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WORKS
Post for Instagram size -1000px X 1000px
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WORKS
Post for Instagram size -1000px X 1000px
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Visiting card design
Brief Design a mockup for visting card for the various employs of the company The visiting card depicts the brand image and should be in vintage look.
Size 3.5in X 2in Face type-Traveling _Typewriter. size 13 and 15pt
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PROCESS
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LEARNING
This internship has been a very useful experience for me as I learnt more of graphic design as well as the working ethics of the professional world. this allowed me to learn more and to deal with the challenges encountered during my internship. having many assignments also required me to manage my work time efficiently prioritizing the urgent tasks. There were few assignments I had a very few knowledge about and therefore it needed me a lot of research works and my team at the Imperfecto helped me a lot about it. Although the tasks were difficult and overwhelming sometimes, I was really excited to push my skills to my limits and carry the tasks assigned to me. Beside the technical skills, I also observed and learnt a lot of soft skills from my co-workers and supervisor such as professional communication and teamwork. This internship experience has definitely proved my graphic design skills and also sharpen my soft skills a lot more than I expected. It have shaped a better mindset in me and motivated me to keep on exploring and challenging myself in the world of the graphic design.
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