coconuts manifesto - style, branding, advertising and branded environment guides

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ENTSUMMARY

INTRODUCTIONCoconuts, Market research, Target market.

VISUAL IDENTITY Logotype, Style guide, Imagery, Tone of voice, Pictograms, Colour palette and Stationery.

ADVERTISING MATERIALSOutdoor advertising and Collateral marketing

BRANDED ENVIRONMENTSignage & Navigation, Bar Design, Vehicle & Interactive spaces

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”You can never have an impact on society if you have not changed yourself.” Nelson Mandela

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Sustainability methods have been applied along different areas of the society such as products and business related services in the past few years. Coconuts arrives to the market with a sustainable approach to food and how it is processed before, during and after is consumption.

It is important to understand and be sustainable with food from its sourcing until its disposal in order to complete the full cycle. We, therefore, promote and, in fact, use a Closed Cycle process in our business. Internally, we recycle food and re-use the leftovers as fertilisers for our own greenhouse, which will produce more food and herbs to be used in our chef’s green menu.

Society wise, we promote workshops and tutorials on how to be sustainable at home, grow your own vegetables and re-use waste whenever possible in order to reduce pollution and create a society that is aware of its responsibilities within the environment they live in.

COCONUTS IS A SUSTAINABLE BAR & RESTAURANT

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ENTINTRODUCTION

MARKETRESEARCH

Although nowadays people are more aware of sustainability and its importance, it is rare to find true motivated people that want to make a change.

After huge companies started investing heavily in advertising showing their “sustainable” approach, sustainability became fashion for most consumers, a trend. And as many trends, it may go away.

People are not well informed about real sustainable processes and often they mistake the term with only being “organic”and/or “GM free”.

A market research was conducted in order to understand the consumer and provide information, training and real life experiences about closed circle and a green approach to their routine.

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ENT AGE GROUP

10%

-18yo 19-25 yo 26-35 yo 35+ yo

Based on primary research conducted via online survey within 1 month. Total interviewed: 30 people.

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E

RECYCLING AT HOME

20%

Recycle at home Recycle at home

Reuse waste at home

Do not recycle at home

Recycle most things at home

Do not recycle at home

Focus group (2012)*

* Based on primary research conducted via online survey within 1 month. Total interviewed: 30 people. **Based on secondary reasearch: 1370.0 - Measures of Australia’s Progress, 2010. 2012. 1370.0 - Measures of Australia’s Progress, 2010. [ONLINE]� Available at: http://www.abs.gov.au/ausstats/[email protected]/Lookup/by%20Subject/1370.0~2010~Chapter~Household%20recycling%20(6.6.7.1). [Accessed 10 April 2012]�

Australian Census (2009)** 9

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ENT SUSTAINABLE

FOODVia an online survey, the audience was questioned about eating sustainable/recycled food such as banana bread made of banana skin.

Results were positive, showing there is interest in trying and understanding more about new recipes and methods.

10% Based on primary research conducted via online survey within 1 month. Total interviewed: 30 people.

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ENTMOST RECYCLED

AT HOME

-5%

Based on secondary reasearch: 1370.0 - Measures of Australia’s Progress, 2010. 2012. 1370.0 - Measures of Australia’s Progress, 2010. [ONLINE]� Available at: http://www.abs.gov.au/ausstats/[email protected]/Lookup/by%20Subject/1370.0~2010~Chapter~Household%20recycling%20(6.6.7.1). [Accessed 10 April 2012]�

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MARKET

Coconuts Sustainable Bar & Restaurant targets the consumer opened to new experiences.

Based on research, the most consumers opened to new experiences are young minded with a busy routine and consciousness about value for money.

Because their routine is so busy, when there is time to scape, they want new experiences and fun with friends, family or partners.

Coconuts is opened to all customers and understands people’s need for change. This understanding is translated into the workshops running monthly on the venue.

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ENTINTRODUCTION

REFLECTION

I felt really confused by working with the same brand for so many different subjects. It really messed it up when it came down to following the brief. Maybe for the Communication students it worked fine, but in my “Branded Environment” case, the social issue would not fit for this brief’s purpose, since the issues were previously solved for a 3D environment and not 2D.

The research and surveys impressed me. Back in Brazil, the recycle consciousness would not be as high as in Australia and I found it interesting.

If the brief and directions were designed for my course, I believe my results would have been much more efficient.

STYLE GUIDE &

VISUAL IDENTITY

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ENTInspired by the social issue Recycling and

its consequences in the environment, the Coconuts logotype is fluid and versatile.

Nature has been adapting itself constantly in order to survive the changes humans and natural forces impose. Plants either adapt or die facing changes. Human beings complain about the changes in the environment and majority still do not understand that the changes begin within themselves.

These adapting traits were interpreted and transferred to the logotype in shape, form. Its curliness reflects the adaptations and flexibility the nature needs to face and the colours may vary as a result of the environment it is placed in as you will be able to see in applications.

Although nature changes, it will always be natural, and so it needs to be with the logotype. Changes can effect a small part of it, but its essence still needs to remain intact.

In this Manifesto, you will find instructions on how to use and how to manipulate the logotype and brand elements in order to keep its identity and visual communicate clearly to the audience. 19

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FULL COLOUR LOGOTYPEAs an evolution of the logo I designed last semester for Coconuts, this version is much more complex and well developed.

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DUO TONE LOGOTYPE The Duo tone logotype can be used in applications where the process demands less ink and passes such as silk screen, adhesive and stamping.

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MONOCHROMELOGOTYPEThe one colour logotype can be used in applications where the process demands less ink and passes such as silk screen, adhesive and stamping.

MONO

LOGOTYPE

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ENT MAXIMUM

REDUCTION LOGOTYPEMaximum

reduction of the logo is 20mm wide

x proportional height.

LOGOTYPE

REDUCTION

20mm

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CLEAR SPACE X = height of first ”o” on logo. Clear space =”X”space around the logotype.

LOGOTYPE

CLEAR SPACE

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ENT STYLE GUIDE

Titillium

TYPOGRAPHY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 123456789 @#$%&*()[];?!

TitilliumText22L

LIGHTTitilliumText22L

REGULAR

TitilliumText22L

MEDIUMTitilliumText22L

BOLD

TitilliumText22L

XBOLD

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Pacifico

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Titillium is used for most copy in the materials, whereas Pacifico is used just in special messages and headlines.

Pacifico

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789 @#$%&*()[];?!

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IMAGERYImagery is composed by different fruits and vegetables colourful shots, featuring the items in bulk or single with a soft shade under the image.

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talking

writing

customer

STYLE GUIDE

TONE OF VOICE

Tone of voice must be friendly, informal and with a “I can do that” attitude.

Informative and supportive characteristics must also be the core of any touch pointwithin and out of the venue, either in printed or digital media.

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Information

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Cocktails

STYLE GUIDE

STATIONERY

A great and exotic juice is usually made by mixing common fruits with exotic fruits, vegetables, spices and other secret ingredients often passed by a family member to the next generation.

Coconuts’ stationery follows the same idea of mixing common and exotic elements in order to be unique and exciting. We use fruits and vegetables in order to show colours and enhance the customer experience, therefore creating a dynamic visual identity.

Green, Yellow, Red and Purple are the colours used to convey the message on the stationery.

On the next pages, you will find the stationery ingredients we use to make amazing information cocktails for customers and other businesses.

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Cocktails

Cocktails

SUSTAINABLE BAR& RESTAURANT

15 Oak Street, North Sydney NSW 2060 ABN 995 005 955

COCONUTS PTY LTD P: (02) 9674 1983 F: (02) 9674 2455 [email protected]

The CD-ROM is the mixed cocktail of the brand. It is used to store all the other stationery materials as well as presentations, accounting data, and recipes to either be saved or sent to another party.

The USB stick has an eco-friendly approach. It is made of Bamboo.

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P (02) 9674 1983 F (02) 9674 2455

15 Oak Street North Sydney NSW 2060 [email protected] www.coconuts.com.au

OPENING HOURS Mon-Fri from 15h to 22h Sat-Sun from 18h-24h

IF UNDELIVERABLE, PLEASE RETURN TO COCONUTS RESTAURANT 15 OAK STREET NORTH SYDNEY NSW 2060

IF UNDELIVERABLE, PLEASE RETURN TOCOCONUTS RESTAURANT15 OAK STREETNORTH SYDNEY NSW 2060

POSTAGE

PAID

AUSTRALIASUSTAINABLE BAR& RESTAURANT

WITH COMPLIMENTSCOCONUTS PTY LTD 15 Oak Street, North

Sydney NSW 2060

P: (02) 9674 1983 F: (02) 9674 2455

[email protected] ABN 995 005 955

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Dear Mr. Oppen, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae ligula volutpat condimentum. Aliquam erat volutpat. Sed quis velit. Nulla facilisi. Nulla libero. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc ullamcorper orci, fermentum bibendum enim nibh eget ipsum. Donec porttitor ligula eu dolor. Maecenas vitae nulla consequat libero cursus venenatis. Nam magna enim, accumsan eu, blandit sed, blandit a, eros.

• Nulla porta tempus sapien • Lorem ipsum dolor sit amet, consectetuer adipiscing elit • Pellentesque dapibus sodales enim • Fusce luctus convallis justo • Aliquam adipiscing libero vitae leo Suspendisse sagittis ante a urna. Morbi a est quis orci consequat rutrum. Nullam egestas feugiat felis. Integer adipiscing semper ligula. Nunc molestie, nisl sit amet cursus convallis, sapien lectus pretium metus, vitae pretium enim wisi id lectus. Donec vestibulum. Etiam vel nibh. Nulla facilisi. Mauris pharetra. Donec augue. Fusce ultrices, neque id dignissim ultrices, tellus mauris dictum elit, vel lacinia enim metus eu nunc. Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Integer nec enim. Phasellus aliquam enim et tortor.

Yours Sincerely,

Hallan Moulin Managing Director

Mr. Felix Oppen, 199 Pacific Hwy North Sydney NSW 2060

Sydney, 04 may 2012

COCONUTS PTY LTD P: (02) 9674 1983 F: (02) 9674 2455

[email protected]


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• Nulla porta tempus sapien

• Lorem ipsum dolor sit amet, consectetuer adipiscing elit

• Pellentesque dapibus sodales enim

• Fusce luctus convallis justo

• Aliquam adipiscing libero vitae leo

Suspendisse sagittis ante a urna. Morbi a est quis orci consequat rutrum. Nullam egestas feugiat felis. Integer adipiscing semper ligula. Nunc molestie, nisl sit amet cursus convallis, sapien lectus pretium metus, vitae pretium enim wisi id lectus. Donec vestibulum. Etiam vel nibh. Nulla facilisi. Mauris pharetra. Donec augue. Fusce ultrices, neque id dignissim ultrices, tellus mauris dictum elit, vel lacinia enim metus eu nunc.

Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Integer nec enim. Phasellus aliquam enim et tortor.

Yours Sincerely,

Hallan MoulinManaging Director

Mr. Felix Oppen,199 Pacific HwyNorth Sydney NSW 2060

Sydney, 04 may 2012

COCONUTS PTY LTDP: (02) 9674 1983F: (02) 9674 2455

[email protected]

15 Oak Street, North Sydney NSW 2060ABN 995 005 955

P (02) 9674 1945 F (02) 9674 2455 M 0432 748 966

15 Oak Street North Sydney NSW 2060 www.coconuts.com.au

DAVE WHATEVER Head Chef [email protected]

RESTAURANTOPENING HOURSMon-Fri from 15h-22hSat-Sun from 18h-24h



POSTAGE

PAID



Sydney NSW 2060

P: (02) 9674 1983 F: (02) 9674 2455


STATIONERY

COLOUR VARIATIONS

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Yours Sincerely,



Sydney, 04 may 2012


[email protected]


P (02) 9674 1945 F (02) 9674 2455 M 0432 748 966

15 Oak Street North Sydney NSW 2060 www.coconuts.com.au

SONIA BLAKE Finance & Admin [email protected]




POSTAGE

PAID



Sydney NSW 2060

P: (02) 9674 1983 F: (02) 9674 2455




Yours Sincerely,



Sydney, 04 may 2012


[email protected]


P (02) 9674 1945F (02) 9674 2455M 0432 748 966

15 Oak Street North Sydney NSW 2060www.coconuts.com.au

HALLAN MOULINManaging [email protected]




POSTAGE

PAID


WITH COMPLIMENTSCOCONUTS PTY LTD15 Oak Street, North

Sydney NSW 2060

P: (02) 9674 1983F: (02) 9674 2455

[email protected] 995 005 955

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For this assessment, I was asked to work on the same company and use the same logo I designed in last session for Introduction to Design Research.

Although the brand symbol I designed last session was good, the logo as a whole was not working. So, I used the same idea as last year’s and redesigned the whole Coconuts logo in order be flexible to apply the correct concept to collateral materials and style guide.

With a little bit more of research and time, I came up with this result, what I found to be satisfactory this time.

I was able to reach the final concept of my brand when I was working on the stationery pieces in class. The colourful elements and fruits were not included in the first thought about the brand. I’m pleased we had the stationery competition.

STYLE GUIDE

REFLECTION

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Coconuts Advertising materials are divided in two parts: Restaurant and Workshops.

Besides the sustainable food restaurant, Coconuts also provided training and workshops on how to recycle and be sustainable at home and in a business environment.

The workshops are not boring lectures and, most of the time, are taught with fun and interactivity. For its advertising campaign, we need to convey the same message.

The sustainable restaurant advertising campaign is made with humour and subtle social problem messages in order to induce thinking and self conscious in regards to the environment we live in.

In our everyday life we always forget to dispose something properly. A candy wrap, a post-it note, a coffee cup, a chewed bubblegum and other small things that, one day, when put together with everyone else’s “left behinds”, they are going to be a huge amount of rubbish.

Coconuts aims to bring consciousness to people, showing that small acts and things can change the whole environment.

ADVERTISING CAMPAIGNS

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How do you like peeling a pineapple? Recycling is easier.

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Restaurant related advertisements joke with the fact that vegetarian food is not just about tofu.

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Standard layout style and type treatment in out-door media.

SUSTAINABLE RESTAURANT

185 WILLIAM STREET SYDNEY NSW 2000

WWW.COCONUTS.COM.AU

37 VEGETABLES16 GREENS13 KINDS OF BEANS24 FRUITS

OUR NEW MENU:

AND WE HAVE TOFU!

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RESTAURANT RELATED Pictures of other fruits and vegetables can be changed on the background in order to match the environment the advertising is put.

RESTAURANT ADVERTISING

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BIKE BILLBOARD Material to be run together with other billboards following the same tag lines and imagery.

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Workshops are related to recycling and closed circle themes.

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RECYCLINGWORKSHOP

HOW TO MINIMIZEFOOD WASTEAT HOME.

OUR NEW MAIN COURSE

AND MAKE YUMMY THINGS!

SUSTAINABLE GOURMET RESTAURANT

From 15may to 15july 2012 WED 18h-19h | SAT-SUN 15h-16h 185 WILLIAM STREET SYDNEY NSW 2000 1800 111 222 | www.coconuts.com.au

COURSE DATES & TIME

Standard “Social Issue”poster design style.

Red features the social issue theme.

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WORKSHOP RELATED Uses impact sentences together with related imagery, therefore being more witty than the restaurant advertisements.

RECYCLING ISSUE ADVERTISING

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MARKETING

Recyclable brown paper bags with impact sentence is handed out to customer in the restaurant and exhibitions and event in order to stimulate recycling at home.

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ENTADVERTISING

REFLECTION

The sustainable concept for Coconuts was always there, but I did not know how to convey this message into advertising.

Because of its eco-friendlyness and “green” approach, a vegetarian subject came up to be a good topic to advertise about.

My flatmate is vegetarian, so I did a little bit of a research on how to be witty about it. “Most people think vegetarians eat only tofu”, she said. That’s when I decided to show in advertising that there is more than just one thing in the vegetarian/vegan world.

If we actually separate meat and the food that vegetarians can eat, the range is much bigger for the “veggos”.

I decided to do more outdoor advertising than direct pamphleteering in order to be more sustainable and also this is a good and noninvasive way to convey a message. People look at it and read whenever they want and are interested in it.

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NAVIGATION

Made of sustainable materials such as recycled glass and coloured pulp, the Coconuts signage features customized pictograms to guide customers to Toilets, Bar, Workshop classes and general navigation such as exit and fire hose reel.

The main use for the signage and navigation materials is indoors, communicating t o the customer in an eye-level.

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NAVIGATION SIGNSMade of Recycled glass and pulp, the eco-friendly navigation can stand-alone or lay against the wall.

Variations in colour of the pulp may be used in order to adapt to the environment and be mobile.

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Recycled glass

Recycled glass

Paintedwood

Paintedpulp

Paintedpulp

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BAR DESIGNMade of Recycled glass and pulp, the eco-friendly concept also applies to the restaurant environment as seen on the Bar design.

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CAR APPLICATION Artwork applied in the Renault Kangoo ZE. The back is transformed into a catering station and a mobile sustainable restaurant.

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SPACE

In order to bring more consciousness about the environment and our responsibilities as human beings, the Coconuts Interactive Space features rusting metal in various rusting stages, since a subtle rust to a totally rusted surface. This aspect reflects the concept of “Everything we do leaves a mark”, “We are leaving things behind”.

The journey starts when the installation is put in place. The metal will rust more in time and the message will be communicated in a very artistic way.

The installation measures 6.5m in length, 3.5m in width and 3m in height with a total of 68.20m³ and it reacts to the environment it is in and its conditions such as wind, rain, heat or just a normal day.

The primal noises of raw metal colliding and dangling reflects the suffering the environment needs to pass in order to adapt to its new reality. In our case: pollution and clima change.

YOUTUBE VIDEOScan the QR code beside to watch the Interactive Space animation.

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REFLECTION

Comparing to the Bar design I had to create last session, this time it is much clearer in concept. This sessions, by re-using the same brand, I had time to think not only about the 3D environment, but also the whole brand, which helped structuring my ideas.

I liked transferring the pictograms to a 3D form for the navigation and, even though they only work better in a controlled environment such as inside the restaurant, I believe it work for the purpose.

When designing the vehicle, I decided to keep the white paint exposed and just add some elements onto the car the same way I designed most pages on this Manifesto.

Although the interactive space fulfilled the brief from BC201, I do not believe it fits in this manifesto and I did not have time to develop a new one. I had another idea for the interactive space, but due to the many assessments to do, I could not develop it further because it would not fit the BC201’s brief.

Hallan Moulin33434T - Branded Environment

Advanced design strategy & application 2012Assessment 03 - Manifesto

coconuts manifesto - style, branding, advertising and branded environment guides

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