CHOP LOCAL CUISINE
bRAND gUIDELINES
Value
Branding Mission Concept
Logo Study
Trial Logos Primary logo Inverted Logo Logo Size
03
Typography
07
05
Color Study
09
Menu
11
Primary Typeface Tagline Typeface Color palette Menu Design Logo Location
Plating & Utensils
13
Uniform & T-Shirts
15
Utensil design Plating types
Chef uniform Design Staff Uniform Design
Table OF cONTENTS 01
Interiors Sources
17 19
Welcome to CHOP Local Cuisine design guide of 2015. This document contains information regarding the CHOP brand. The information provided will show the packing, marketing, logo design, and products. Refer to this guide to ensure the brand is represented correctly and consistent.
02
Values 03
CHOP design focuses on the art and technique of cutting within cuisine as the lines and angles become a key element within the design. This modern and rustic restaurant provides a unique and genuine experience for each individual.
CHOP IS
CHOP ISN’T
Fresh Genuine Personal Casual Inviting Friendly Sociable Unique
Ordinary Uncomfortable Stuffy Standardized Generic Manufactured One Dimensional
04
LOGO Study
C H O P CHOP C H O P C H O P CHOP C H O P C H O P CHOP C H O P
CHOP
C H O P CHOP C H O P local cuisine
CHOP
local cuisine
local cuisine
farm to table restaurant
farm to table restaurant
farm to table restaurant
farm to table restaurant
local cuisine
local cuisine
CHOP
local cuisine
local cuisine
CHOP
local cuisine
local cuisine
LOGO LOGO STUDY C h o p chop
farm to table restaurant
farm to table
05
local cuisine
local cuisine
local cuisine
local cuisine
local cuisine
local cuisine
local cuisine
Primary LOGO
Inverse Logo
Wood Background LOGO
CHOP
CHOP
CHOP
LOCAL CUISINE
LOCAL CUISINE
LOGO SIZING
CHOP
Minimum Size 2.5” Height
LOCAL CUISINE Minimum Size 4” Length
06
Primary Typeface: Casual hardcore
ABCDEFGhijklmn opqrstuvwxyz
Typography 07
1234567890 !@#$%&()?/
Secondary Typeface: Latha
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 7 8 ! @ & (
3 4 5 6 9 0 # $ % ) ? /
08
COLOR STUDY 09
Color Palette C:0 M:61 Y:100 k:11
C:33 M:14 Y:93 k:0
C:0 M:0 Y:0 k:32 10
MENU Layout
MENU 11
CHOP LOCAL CUISINE
STeak
Starter
Salad
Roasted Prime Rib
Filet mignon
*** Menu varies depending on location and seasonal availability.
12
Plating & Utensils 13
Plating
Cold Foods
Hot Foods
Typical Use The plating is ultimately decided upon the chef’s plating design for each type of food variations, however, the materiality of the plating must stay consistent to further represent the brand as a cohesive element.
14
Chef uniform Sizes come in S, M , L, and XL Colors vary depends on area of work Back of the House: Orange Expo Kitchen: Green
UNIFORMS & T-SHIRTS 15
Staff Uniform Women’s
Men’s
Apron CHOP LOCAL CUISINE
T-shirt design
CHOP LOCAL CUISINE
16
Interiors 17
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http://issuu.com/bellfrog/docs/jamie-oliver-frv-brand-guidelines http://superbigcreative.com/project/macaroni-grill-brand-book/
Thank You! 19
Tram Anh Tran