choo's brand book

Corporate identity developmentfor a new restaurant chain—Jacopo Pompilii

Diploma Accademico di primo livelloComunicazione d’impresaProf. Michel de BoerA.A. 2011/2012

Brand personality—The Power Of Choice

—Proposal by HEXAGON Team, with Greta Castellana, Annabel Faustin, Davide Giorgetta, Francesco Valerio Panatta and Marcello Russo.

YOUchoose what to eat

YOUcan make the difference

custom m

enu

tailor-m

ade servi

ce

discove

r new ta

stes o

r follo

w traditio

n

better fo

od awareness

use of lo

cal products

and care for t

he environment

think local, a

ct global

Brand personality—Naming

Choo’s —

The name aims to emphazise the unique selling point of the restaurant: the client has the power to customize all the food experience.

Instead of using the english word choose, choo’s has the same sound, but looks like a multi-cultural word, and the final –‘s gives a much more personal feeling, like a sense of belonging.

Proposal by HEXAGON Team, with Greta Castellana, Annabel Faustin, Davide Giorgetta, Francesco Valerio Panatta and Marcello Russo.

Brand personality—What Is This About

It’s not about big names and posh clients. It’s about the link between you and Choo’s.

—

The whole communication is based on a one-to-one speech, with a friendly tone of voice, very persuasive and appealing.

It’s a straight link between who speaks — the restaurant — and who listens — the client. We’re talking about food and the unique experience the client gets when plays with the ingredients; there’s no need of cold and fancy language.

The direct tone makes stronger the idea of power of choice, because everything relies on the client. It’s all up to you and what you choose.

Logo—Basic

—

The slash has an orientation of 34°, and represents both a slice of a knife, and the line of a division, of a choice: this vs that, you vs the other, A or B.The same concept is expressed by the use of a shade with two opposite colors.

—

The word Choo’s is splitted into two lines, and the two letter “o” are sliced by the slash. These cutted “o” recall also a sense of union between the client, the restaurant and the client itself (see the starting concept).

Logo—Construction and Safe Space

Logo—Acceptable Variations and Reductions

—Black monochrome, white monochrome, grey monochrome.

Logo—Unacceptable Variations

—Do not rotate the logo.

—Do not change the shade.

—Do not use grey scale from a shade.

—Do not use a solid color.

—Do not use background color similar to the logo.

Logo—Alternate Version

CHOO’S. —This typographic version appears in headlines which use the word “choo’s” at the end of the sentence. It has to be at the very bottom line of the headline. Don’t forget to put a period after it.

—

Other usages of this version are allowed when using only the slash as a decorative form (i.e.: business card), or the word appears in a pattern (i.e.: envelope inside).

—

Do not use shades or other colors, only grey scale is allowed (i.e.: patterns).

—

Please use only the corporate font (see related page to learn more about it), with uppercase letters. Few exceptions are allowed, like in envelope addresses, but be sure “CHOO’S.” is written with uppercase letters.

Logo—Colors Variations

BOSTONTURIN

BANKOK

SYDNEY

SEATTLE

36° E36° W108° W 108° E

—The shade of the logo changes depending on the longitude of the restaurant, in a range of 5 different combinations.

—All shades are set with an angle of -34 degrees.

C 37 M 100 Y 73 K 0R 170 G 24 B 59#AA183B

C 96 M 62 Y 12 K 72R 0 G 35 B 67#002343

C 96 M 62 Y 12 K 72R 0 G 35 B 67#002343

C 0 M 65 Y 90 K 0R 236 G 117 B 39#EC7527

C 0 M 65 Y 90 K 0R 236 G 117 B 39#EC7527

C 74 M 0 Y 12 K 42R 0 G 124 B 147#007C93

C 74 M 0 Y 12 K 42R 0 G 124 B 147#007C93

C 48 M 0 Y 100 K 0R 154 G 192 B 8#9CC008

C 48 M 0 Y 100 K 0R 154 G 192 B 8#9CC008

C 0 M 90 Y 70 K 0R 229 G 52 B 64#E53440

Logo—Colors Specs

Typography—Primary Font: FV AlmeloUsage: headlines, logo, word-patterns.

FV ALMELO

FV Almelo 18 pt, caps only— A b c d e f g h i J K l M N o p Q r s t u v W w x Y z Ĳ !À Ä Â Å È É Ê Ë Ì Ñ Ø Ö Ú Ý ? @ & _ £ $ € 0 1 2 3 4 5 6 7 8 9 < | { [ ( # : ; * % + = -

FV Almelo 36 pt, caps only —

A b c d e f g h i J K l M N o p Q r s t u v W x Y z ! ? @ & _ £ $ € 0 1 2 3 4 5 6 7 8 9 < | { [ ( # : ; * % + = -

Typography—Secondary Font: GeogrotesqueUsage: stationery, bodycopy, menu, website elements.

Geogrotesque AaBcCc123

Geogrotesque Regular, 24 pt —

abcdefghijklmnopqrtuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZàáâãäåèéêëìíîïñòóõöùúûüýÿšžÀÁÂÃÄÅÈÉÊËÌÍÎÏÑÒÓÔÕÖÙÚÛÜÝŠŽ

Geogrotesque Light, 12 pt —

abcdefghijklmnopqrtuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZàáâãäåèéêëìíîïñòóõöùúûüýÿšžÀÁÂÃÄÅÈÉÊËÌÍÎÏÑÒÓÔÕÖÙÚÛÜÝŠŽfifjflffffiffjffl 0123456789

Geogrotesque Medium, 12 pt —


Geogrotesque Bold, 12 pt —


Design program—How to use straplines

THE BESTKIPPER LASAGNAWITHCOCONUT RAGùYOU’LL EVER CHOO’S.

—

Straplines are widely used into the CHOO’S design program: they’re perfect in advertising, but they’re suitable for other areas too.

There are few main elements which have to appear in order to keep the right feeling.


THE BEStKIPPER LASAGNAWITHCOCONUT RAGùYOU’LL EVER CHOO’S.

— LAYOUT

Always use the corporate font FV ALMELO, caps only.

Straplines have always to be aligned to the left, with very short lines of text (see example), very short line spacing and a period at the end of the sentence.

If the name CHOO’S is used, be sure to put it at the very end of the strapline, on the last line of text.

Design program—How to not use straplines

THE BEStKIPPER LASAGNA

WITHCOCONUT RAGù

YOU’LL EVER CHOO’S.

—Always align at the left.

THE BESt

KIPPER LASAGNA

WITH COCONUT RAGù

YOU’LL EVER CHOO’S.

—Do not use large line spacing and long lines of text.

CHOO’s THE BEStKIPPER LASAGNAWITHCOCONUT RAGù.


—Always use FV ALMELO font.

THE BESTKIPPER LASAGNAWITHCOCONUT RAGÙYOU’LL EVER CHOO’S.

—Use the word CHOO’S only at the very end of the strapline.


THE BESTKIPPER LASAGNAWITHCOCONUT RAGùYOU’LL EVER CHOO’S.

—TONE OF VOICE

Straplines have always to use a witty and appealing language.

Word jokes using typical expressions related with food are welcomed, but be sure they’re translated properly.

Always use a one-to-one communication, and try to emphazise it using ‘you’ when possible.

When using ingredients or food, try to create strange mixes, and avoid standards: the message has to shake and shock a little bit the viewer; the custom aspect of the restaurant has to be very clear.

Also make a large use of adjectives which describe food: salty, spicy, boiled, roasted, fried, tasty, juicy, etc.

Replace the word “choose” with “CHOO’S” only if it’s at the end of the strapline, and don’t abuse of it.


THE BESTCHICKENWITHCURRYYOU’LL EVER CHOO’S.

CHOO’S A HEALTY MENU FOR YOUR KIDS.COME VISIT choo’s.

—Don’t use standard and basic kind of food.

—Don’t abuse of CHOO’S and use always appealing straplines.

Design program—Some examples of good straplines

THE BESTSPICY GUACAMOLEWITHITALIAN PESTOYOU’LL EVER CHOO’S.

HOW CAN YOUCHANGE THE WORLDWITH A SPOONOF CUMIN?

—Nice mix of ingredients.

—Make the customer feel part of the experience.

Implementation designs—Letterhead

the restaurant with those terrific pesto noodles you fell in love with when in paris. now openinG in your district.

Dear Mr Margiela,

I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I’ve ever gotten to a college graduation. Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories.

The first story is about connecting the dots.

I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out? It started before I was born. My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: “We have an unexpected baby boy; do you want him?” They said: “Of course.” My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college.

And 17 years later I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents’ savings were being spent on my college tuition. After six months, I couldn’t see the va-lue in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn’t interest me, and begin dropping in on the ones that looked interesting.

Piazza Castello, 29�10100 — Torino (TO) Italia

t. +39� 011 279�6459� f. +39� 011 279�6460

turin, april 15th 2013

—

The Subject of the mail should have the same tone of voice of the straplines. The second paper keeps only the logo on the same position.

—

CONTACT INFO: Geogrotesque Medium 9/11 ptSUBJECT AND DATE: FV Almelo 18/20 pt

Implementation designs—Letterhead construction

the restaurant with those terrific pesto noodles you fell in love with when in paris. now openinG in your district.

Dear Mr Margiela,

I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I’ve ever gotten to a college graduation. Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories.

The first story is about connecting the dots.

I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out? It started before I was born. My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: “We have an unexpected baby boy; do you want him?” They said: “Of course.” My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college.

And 17 years later I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents’ savings were being spent on my college tuition. After six months, I couldn’t see the va-lue in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn’t interest me, and begin dropping in on the ones that looked interesting.

Piazza Castello, 29�10100 — Torino (TO) Italia

t. +39� 011 279�6459� f. +39� 011 279�6460

turin, april 15th 2013

It wasn’t all romantic. I didn’t have a dorm room, so I slept on the floor in frien-ds’ rooms, I returned coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example: Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn’t have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and san serif typefaces, about varying the amount of space between different letter combi-nations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can’t capture, and I found it fascinating.

Yours sincerly,

JOnaThan PIerCeChOO’s sTOre manager

Implementation designs—Letterhead construction

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Glazed festive Grilled hearty aromatic caked cheesy dazzlin

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sty zippy soothinG intense Glazed baked choo’s extraord aromatic caked cheesy

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—

The back of the papers has a pattern made with adjectives describing food, in which “CHOO’S.” alternate logo appears.

Implementation designs—Business card SUSHI PANCAKES EATER

STORE MANAGER

KIPPER LASAGNA LOVER

EXECUTIVE CHEF carlo craccoCHOO’S TURIN EXECUTIVE CHEF

t. (+39) 011 567 898 790m. (+39) 347 56 78 125

[email protected]@cracco

CHOO’S.Piazza Castello, 2910100 Torino (TO)Italia

t. (+39) 011 89 45 987

www.choos.com

NOODLES HAMBURGEREATING CONTEST WINNER

executive chef joe bastianichCHOO’S BOSTON EXECUTIVE CHEF

m. +1 555 768 342

[email protected]@joeb

CHOO’S.627 Tremont StreetBoston, MAUSA

t. +1 (617) 236-7879

www.choos.com

JONATHAN PIERCECHOO’S SYDNEY STORE MANAGER

t. [+61] 02 9211 9122m. (+61] 04569 322 977

[email protected]@jpierce

CHOO’S.730-742 George Street,Haymarket NSW 2000Sydney, AU

t. [+61] 02 9211 9122

www.choos.com.au

SUSHI PANCAKES EATER

STORE MANAGER



t. (+39) 011 567 898 790m. (+39) 347 56 78 125



t. (+39) 011 89 45 987

www.choos.com



m. +1 555 768 342



t. +1 (617) 236-7879

www.choos.com


t. [+61] 02 9211 9122m. (+61] 04569 322 977



t. [+61] 02 9211 9122

www.choos.com.au


STORE MANAGER



t. (+39) 011 567 898 790m. (+39) 347 56 78 125



t. (+39) 011 89 45 987

www.choos.com



m. +1 555 768 342



t. +1 (617) 236-7879

www.choos.com


t. [+61] 02 9211 9122m. (+61] 04569 322 977



t. [+61] 02 9211 9122

www.choos.com.au


STORE MANAGER



t. (+39) 011 567 898 790m. (+39) 347 56 78 125



t. (+39) 011 89 45 987

www.choos.com



m. +1 555 768 342



t. +1 (617) 236-7879

www.choos.com


t. [+61] 02 9211 9122m. (+61] 04569 322 977



t. [+61] 02 9211 9122

www.choos.com.au

—Size: 90×60 mm. The front shows alongside of the job position a funny singularity of the person.

—NAME AND JOB POSITION: FV Almelo 12/12 ptCONTACT INFO: Geogrotesque 7.5/9 pt

AROMATIC CAKED CHEESY DAZZLING

EXOTIC FLAKY COLD HOMEMADE ICY

HOT MARINATED PULPY LAYERED RICH

SYRUPY VINEGARY WHIPPED YUMMY GARLIC

FROSTY EXTRAORDINARY DRY FRESH BUTTERED

ASSORTED JUICY OILY PICKLED ROASTED SILKY

TASTY ZIPPY SOOTHING INTENSE GLAZED FESTIVE GRILLED

HEARTY AROMATIC CAKED CHEESY DAZZLING EXOTIC FLAKY COLD

HOMEMADE ICY HOT MARINATED PULPY LAYERED RICH SYRUPY VINEGARY

WHIPPED YUMMY GARLIC FROSTY EXTRAORDINARY DRY FRESH BUTTERED

ASSORTED JUICY MOIST OILY PICKLED ROASTED SILKY TASTY ZIPPY SOOTHING

INTENSE GLAZED BAKED AROMATIC CAKED CHEESY DAZZLING EXOTIC

FLAKY COLD HOMEMADE ICY HOT MARINATED PULPY LAYERED RICH SYRUPY VINEGARY WHIPPED YUMMY

GARLIC FROSTY EXTRAORDINARY DRY FRESH BUTTERED ASSORTED

JUICY MOIST OILY PICKLED ROASTED SILKY TASTY ZIPPY SOOTHING

INTENSE GLAZED FESTIVE GRILLED HEARTY CAKED CHEESY DAZZLIN

G

EXOTIC FLAKY COLD HOMEMADE ICY HOT MARINATED PULPY

LAYERED RICH SYRUPY VINEGARYWHI PCAKED

AZZLIN

G EXOTIC FLAKY COLD


WHIPPED YUMMY GARLIC

YOU’VE GOT MAIL.

Mr. Martin Margiela

463 West StNew York NY 10014-2010USA

CHOO’S.Shop G01 Capitol Square 730-742 George Street

Haymarket NSW 2000, Sydney AU

Implementation designs—Envelope

—The front of the envelope has only the slash and a witty claim on the bottom left.

AROMATIC CAKED CHEESY DAZZLING

EXOTIC FLAKY COLD HOMEMADE ICY

HOT MARINATED PULPY LAYERED RICH

SYRUPY VINEGARY WHIPPED YUMMY GARLIC

FROSTY EXTRAORDINARY DRY FRESH BUTTERED

ASSORTED JUICY OILY PICKLED ROASTED SILKY

TASTY ZIPPY SOOTHING INTENSE GLAZED FESTIVE GRILLED

HEARTY AROMATIC CAKED CHEESY DAZZLING EXOTIC FLAKY COLD


WHIPPED YUMMY GARLIC FROSTY EXTRAORDINARY DRY FRESH BUTTERED

ASSORTED JUICY MOIST OILY PICKLED ROASTED SILKY TASTY ZIPPY SOOTHING

INTENSE GLAZED BAKED AROMATIC CAKED CHEESY

GAE EXOTIC

FLAKY COLD HOMEMADE ICY HOT MARINATED PULPY LAYERED RICH SYRUPY VINEGARY WHIPPED YUMMY

GARLIC FROSTY EXTRAORDINARY DRY FRESH BUTTERED ASSORTED

JUICY MOIST OILY PICKLED ROASTED SILKY TASTY ZIPPY SOOTHING

INTENSE GLAZED FESTIVE GRILLED HEARTY CAKED CHEESY DAZZLIN

G

EXOTIC FLAKY COLD HOMEMADE ICY HOT MARINATED PULPY

LAYERED RICH SYRUPY VINEGARYWHI PCAKED

AZZLIN

G EXOTIC FLAKY COLD


WHIPPED YUMMY GARLIC

Implementation designs—Envelope

—The alternate logo appears on the back and on the inside.

Implementation designs—iPad menu card

When food and fingers don’t mean only appetizers.

—

CHOO’S TOUCH MENU is an iPad based app which helps customers choosing their menus, or learning more about the recipes previously created on www.choos.com.


—If the client didn’t make any reservations on the website, choosing the right menu among so many ingredients may require too much time. The interactive menu allows to build a customized menu or picking an existing one.


—The app understands customer’s likes and dislikes with a short number of a/b questions and suggests a list of dishes, so the customer can view all the choices at a glance.


—Users can choose between the most popular menus created by previous customers on choos.com or by the restaurant staff. Each menu is designed as a magazine, so users can learn more about what they’re going to eat.

Implementation designs—Website

—CHOO’S.COM allows users to book their food experience, create their own menu and learn more about the restaurants. The website is very focused into social content, with a deep integration with facebook and other networks (i.e.: Pinterest, Foodspotting).

Implementation designs—Animated logo (storyboard)

Made with QRHacker.com

—

In this bumper, there’s the same layout as the business card front. There are two opposite concepts related to the restaurant, with both food and experience themes. At the end the CHOO’S logo appears, hiding the rest.

—Watch the wireframe video on http://youtu.be/PKXfTNBbgps, or scan the QR Code on the right.

Implementation designs—Animated logo (storyboard)

Made with QRHacker.com

—

In this alternate bumper, there’s a strapline with the ingredients changing in loop with a fast movement, and at the everything disappears but the CHOO’S logo.

—Watch the wireframe video on http://youtu.be/7ci_bwD2CN0, or scan the QR Code on the right.

Implementation designs—Restaurant Sign

—

The restaurant sign is composed by a neon light with the form of the logo.

The lights are colored as the shade of the restaurant ID.

Implementation designs—Use of photography in billboards

—

Photography adds a deeper message, taking the mixing value of the identity to a next level: the strapline states something completely far from the imagery suggested by the picture.

If the strapline doesn’t have the word CHOO’S at the end of it, the official logo appears on the bottom right, in the negative version (depending on the picture).

—

Always use pictures related with food, avoid stock images and fashioned photos: remember what CHOO’S is about.

Implementation designs—Use of photography in billboards

—

It’s also possible to combine two different images, dividing them using the same angle of the slash, which is always at the center of the composition. The images have to represent both different cultures and different types of food, mixing them with the ingredients of the headline.

When designing all these kind of billboards, keep in mind their destination, because the shocking effect depends on the viewers’ culture: use for istance Chinese people in Turin, Italian food in Australia, etc.

Implementation designs—Unacceptable usage of images

—The picture is too dramatic, and there are very few elements related to the food. There’s lack of the logo too.

—Bad composition: there’s no food, and it’s not clear the link between the ingredients and the two characters.

Implementation designs—Flags

—

Flags use the same straplines, filling up all the width available. Use the shade related to the restaurant for the background.

THE BESTKIPPER LASAGNAWITHavocadosauceYOU’LL EVER CHOO’S.

choo's brand book

Documents

word choos

grey monochrome

sure choos

english word

ethe shade

grey scale

food experience

multicultural word