Creative Brief
Picto to Alpha - Branding
Project Description
Create an identity and branding materials for a futuristic restaurant and observatory called Cosmos (or Nebulous).
Client (Sender)
- Owners and Investors of the restaurant/observatory.
- Empathetically, the audience.
Audience (User/Customer)
Age: 20-40+
Groups: Couples
Lifestyles: Designers, Artists, Scientists (Astronomers), Professors, Scholars, Futurists, Technologists, Fine Dinners Naturalists and Intellectuals.
Overall: The restaurant/observatory should be appealing to learned scholars and also regular folks interested in the experience and learning more about astronomy.
Purpose (Objective)
Using the idealism and aesthetic of the modernist movement, this restaurant and observatory will connect people with the natural world through dining and observing the night sky.
Branding Materials
Advertising Campaign- Create a cohesive concept advertising the restaurant and the brand. Design for print and web. Posters, Magazine Spots, Billboard, Web Banner (Hero Image).
Digital Interactive Menu- Create a digital menu that can be used in a low-light situation. Every guest will get their own tablet. This will be their guide through the restaurant and observatory. They can access the menu and also learn more about astronomy.
To Go Boxes- Create square to go boxes with rounded corners that represent the form of the logo mark. These boxes need to be environmentally friendly.
Overall Restaurant/Observatory Experience- Visualize the facade, entrance, food served, architecture and overall processes of the restaurant.
Customer Experience
Atmosphere: Futuristic, Utopian, Transcendent, Zen
Sounds: Chill & Melodic Electronic Music
Sight: James Turrell-ish lighting and architecture
Specifications
- Low-light situations
- Natural world is the message. All graphics should support the natural world not overwhelm.
Schedule (Budget)
- Iteration 1
- Identity: Nov. 26
- Posters: Dec. 5
- Interactive Menu: Dec. 7
- To Go Boxes: Dec. 7
- Iteration 2
- Identity: Dec. 9
- Posters: Dec. 9
- Interactive Menu: Dec. 9
- To Go Boxes: Dec. 9
- Final Iteration: Dec. 10
Thematic Statement
Explore the natural world through the logical lens of modernism. Feed your hungry stomach with global cuisine and your curious mind with universal knowledge. Enjoy your dining experience with the one you love.
Visual Research
Identity Marks
