senior project march 2023
Giuseppe's Rebrand
PROJECTBY:TAYLORALLRED GRC462-GRAPHICCOMMUNICATIONDEPARTMENT
Abstract
Forthisproject,Iwillbeworkingtoupdatethebrandimage forGiuseppe'sCucinaRustica,anItalianrestaurantlocalto SanLuisObispo.Thegoalofmyprojectistohelpcreatea brand identity that stays consistent throughout all customer touch points and streamlines branding processes for the future. I am creating a comprehensive brand guide, a new logo, take-out packaging designs, as well as a menu refresh with a new look for higher readability.
meet the client
Giuseppe’s Cucina Rustica is a local and tourist favorite, family-owned Italian restaurant in the heart of downtown San Luis Obispo. It is a small business, with two locations and a large and growing fan base. Their food is authentic, and delicious, and their service is great too Giuseppe’showever,islackinginabrand identity Their website is split into two, one-for each location, and both are poorlymade,
unorganized, and difficult to gather information from Same goes for the multiple menu versions used between locations They have a handful of logos, and many other elements of their business,suchastake-outpackaging,are unbrandedall-together.
ProblemStatement
Overall,Giuseppe'shas inconsistentbranding techniquesandlacks brandelementsto weavethroughout customertouch-points.
Objectives
The objective for this project is to create a cohesive, aesthetically pleasing brand image for Giuseppe’s restaurant that will appeal to customers and translate the brand’sstyleandvaluesinthemosteffectivewaypossible, usingmyeducationandoutsideresourcestoinformdesign andstylingchoicesmovingforward.Bycreatingalogoand branding guidelines, this will allow me to create stylistic elementsandmock-upsofmenus,to-gopackagingideas, and other special pieces such as match boxes or coasters madespecificallytocreateandmaintainacohesivebrand identity. My goal is to maintain the feel of a family-owned business, while adding modern touches and fresh ideas to appealtoawiderangeofcustomers,similartotheircurrent customerbase.
01NEWLOGO
02 project deliverables
Anewlogo,thatiseasilytransferableandmanipulated tofitdifferentbrandingandmarketingneedsisimportant.I will create a few variations thatcan be tweaked dependingonitsuse.
BRANDGUIDE
A brand guide is critical to a business's success, regardless of size. This brand guide will include logo variations, color schemes, fonts, graphic elements, and willalsotouchontoneandbusiness"feel".
CUSTOMERTOUCHPOINTS
Customertouchpointsincludethingssuchas:to-go packaging,menus,socialmedia/websites,evendownto coasters,napkins,andbusinesscards.
TIMELINE
Theprojectedtimelinecreated.belowfactoredinclassassignments anddeadlinesaswellaspersonalonesmadetokeepmeontrack withresearchanditerationsofdesignwork.Usingaganttchartwas helpfulinguidingthisprojecttocompletionbykeepingmeorganized andgivingmeavisualofwhatneededtobedoneandwhen.
Logo work
ThelogoiterationsIcreatedareinspiredbytheoriginallogo, butwithanew,moremoderntwist.Iusednew,brightercolors andaddedinanothertypefaceforcertainversions.Alongwith this,Icreateddesignassetssuchastheirsignaturevespa.
Brand guide
Thebrandstylesheetincludesthemainlogo,sub-marks, colorswithHEXcodesandfontstobeusedthroughoutthe brand.ThetwofontsarePTSansNarrow,asans-serif,easyto readfont,andEtnaExtrabold,aspecialtyfontusedforheaders.
Touchpoints
Alongwithafreshmenuconcept,Idesignedmatchboxesand apizzaboxtogiveafewideasintohowthebrandingguide couldbetranslatedtophysicalcollateral.
RESULTS & REFLECTION
Intermsofcompletingthenecessarystepsforthisproject, everythingwasfinishedsmoothly.Ididnothavetousepeople forresearch,andinsteadused.outsidesourcesonlinetogather myinformation.
AlthoughnotincollaborationdirectlywithGiuseppe's,Iwould lovetogettheopportunitytopresentmyideastothemand gettoshowthemthehardworldIputintocreatingthisproject. Itwassucharewardingexperiencetobeabletoseethis projectthroughfromstarttofinishandusethecollectionof skillsIhavegainedthroughtheGraphicCommunication curriculum.
