melusine café
TRANSCRIPT
Quarry | Overview
Graphic Design Studio II | Design Methodology Process Book | BakkoushAndrew Wagenhals
002
01 Introduction
02 Overview Discovery Design > Attribute List > Mind Map > Mood Board Development Deploy
05 Environmentals
Discovery Design Development Deploy
06 Final Program
Identity Visual Element Environmentals
03 Identity
Discovery Design Development Deploy > Logotype > Fonts > Color Palette
04 Visual Element Discovery Design Development Deploy
Melusine | Table of Contents
Introduction
003Melusine | Introduction
004Melusine | Introduction | Goals and Objectives
Goals and Objectives
The goals and objectives of this project are better understand system visualization methodology. This will be explored through the branding of a service in affiliation to the Luberon region of Provence. By incorporating aspects of Provence as inspiration to the brand, the visual system will have visual and experiential ties to the area.
Overview
005Melusine | Overview
006Melusine | Overview | Discovery
Research
The Luberon valley lies in southern Provence region of France. The valley is comprised of three mountain ranges, the Little Luberon, the Big Luberon and the Oriental Luberon. With ties to both the Greeks and the Romans, the Luberon is home to many ancient structures. After the fall of Rome, perched villages began to form on hill tops during the uneven political landscape of the medieval period. Today these villages are popular tourist sites for the international community. Major allures of the region are aligned with agriculture, and historic landmarks. Lavender, sunflowers, wine, and castles are a few markers of the Luberon. Almost all of the buildings are constructed of limestone and sea sediment which can be found in forgotten quarries scattered throughout the region. One of the most important aspects of life is the unification between man and nature. Although the land is cultivated for mainly agricultural purposes, nature is allowed to flourish uncontrolled in many areas and used as artistic inspiration for many.
007Melusine | Overview | Design | Attribute List
Attributes QuietReflectiveIntrospectiveBeautifulStunningHarmoniousOrganicBalancedTranquilTemperateSereneExhileratingRevitalizingRejuvenateHistoricEnduringInfinitePerpetualSurreal
FreeUpliftingWhimsicalAntiqueTrendyDiscoverableConscienceSpiritualDivineHeavenlyIntimateTranscendentMeaningfulMysticalTouchingRhythmicUniformHomogeneousConstant
CreativeArtisticCozyMesmerizingHypnoticAncestralStillCharmingSoundlessUntouched
008Melusine | Overview | Design | Mind Map
009Melusine | Overview | Design | Mood Board
010Melusine | Overview | Development
Key Attributes
Revitalizing
Whimsical
Intimate
Ancestral
Identity
011Melusine | Identity
012Melusine | Identity | Discover | Melusine Mood Board
013Melusine | Identity | Discover | Logo Mood Board
014Melusine | Identity | Design | Logotype Sketches
015Melusine | Identity | Development | Typeface Exploration - Title
Nairobi
Serendipity
Odstemplik Bold
Wolf in the City
Signpainter House Script
Intrique Script
Trattatello
Pops Bold
Echinos Park Script
Abbie Script
FabfeltScript Bold
Blessed Day
Playball
Nautilus Pompilius
Streetwear
Sunday
Khadija
Mr Bedfort
Rainy Wind
Quickline
The Wahhabi Script
Melusine
Melusine
Melusine
Melusine
MelusineMelusine
Melusine
Runaway
EpoqueFLF
Rochester
Savoye Let Plain
Noteworthy
Sarah Caps
Campanile
016Melusine | Identity | Development | Typeface Exploration - Subtitle
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
Avenir Next
Avenir Next Condensed
Gill Sans
Hipsterish
Times
Optima
Perpetua
Courier
Futura
Gotham
Monaco
Akzidenz-Grotesk
InaiMathi
Open Sans
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
Tahoma
Univers
Sukhumvit Set
ADAM.CG PRO
Thonburi
PT Sans Narrow
Verdana
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
Oriya MN
Seravek
Plantagenet Cherokee
Skia
PT Mono
Museo
Devanagari Sangam MN
017Melusine | Identity | Development | Digital Roughs
Melusinecafe
MelusineCAFE
MelusineCAFE
CAFEMelusine
Melusine Cafe MelusineCAFE
MelusineCAFE
MelusineCAFE
MelusineCAFE
MelusineC-A-F-E
MelusineC AFE
MelusineC AFEMelusine
CA FE
MelusineC AFE
MelusineC AFÉ
Melusinecaf e
MelusineCafé
MelusineCaf é
MelusineC a f é
MelusineC a f é
MelusineC a f é
MelusineC a f é
MelusineC a f é
MelusineC a f é
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018Melusine | Identity | Development | Type Specimen
Rainy Wind
A aA B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ &
Melusine is the spirit of fresh waters,sacred springs, and rivers.
Optima
A a
A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0! @ # $ % ^ & * ) (
Melusine is the spirit of fresh waters,sacred springs, and rivers.
019Melusine | Identity | Development | Color Palette
C = 38M = 16Y = 04K = 00
#9bbddc
C = 08M = 39Y = 13K = 00
#9bbddc
C = 23M = 26Y = 31K = 00
#c5b5a9
020Melusine | Identity | Development | Logotype Color
t
021Melusine | Identity | Deploy | Logotype
Design Narrative:
The primary and secondary logotype successfully convery the four key attributes of the Provence experience. The title of the cafe, Melusine, comes from the mythic spirit of water linking directly to the region’s connection with the sea.
The corporate color of blue is pulled directly from blue doors and shutters present in the perched villages of the region as well as alluding to Melusine’s prominence.
A script typeface creates a sense of intimacy between guests and the identity while a sculpted sans serif connects with the chiseled letterforms still present in the area.
Visual Element
022Melusine | Visual Element
023Melusine | Visual Element | Discovery | Mood Board
024Melusine | Visual Element | Design | Sketches
025Melusine | Visual Element | Development | Digital Roughs
026Melusine | Visual Element | Deploy | Repeat Pattern
Design Narrative:
The visual element of a repeat pattern is used to unify the brand and successfully convey the brand’s message.
The pattern includes shells, sand dollars, and mermaids to connect the cafe to the ancestral relationship Provence has to the sea. Many village walls have shells or other sea sediment embedded in them as the region was once partially under water.
Using calucated tints and shades the corporate color of blue to connect the visual, tints and shades of beige are employed to further connect the brand to the surrounding village limestone walls. This additional color also brings attention to the mermaids which represent Melusine.
The entire pattern conveys a tactile feel as texture is employed in order to engage viewers intimately. The hand-made appeal brings people into a more welcoming environment making them eager to explore and engage with the brand.
Environmentals
0027Melusine | Overview
028Melusine | Environmentals | Discovery | Menu Mood Board
029Melusine | Environmentals | Discovery | Business Card Mood Board
0=30Melusine | Environmentals | Discovery | General Mood Board
031Melusine | Environmentals | Design | Business Card
032Melusine | Environmentals | Design | Menu
033Melusine | Environmentals | Design | General
034Melusine | Environmentals | Development | Multifacets
035Melusine | Environmentals | Deploy | Multifacets
Design Narrative:
To create cohesion across the different environmental elements of Melusine Cafe, the primary and secondary logotype was employed in addition to the brand’s repeat pattern. These two elements come together to create the unique brand identity embodying the key attributes of the Provence region while highlighting the historic significance of the sea to the area. Melsuine, the mythological goddess of sacred water, is portrayed through the blue that aligns directly with the blue seen in the doors and shutters of the region.
Main environmentals within the cafe feature the repeat pattern with little emphasis on the logotype as the cafe exhibits the brand identity within it’s surroundings. To employ the logotype across planters, mugs, and tins would become too visually forceful and take away from the visual appeal of the pattern. Take-out items such as to-go bags and cups feature the same repeat pattern supported by the brand logotype creating publicity for the cafe.
Final Program
036Melusine | Final Program
037Melusine | Final Program | Design Narrative
Brand Development | Melusine CafeResearch | Identity | Visual Element | Environmentals
Design ProcessName of CompanyMelusine Cafe
What They OfferMelusine Cafe provides the village of Lacoste with a year-round cafe of fresh bakery items and a dynamic coffee & tea list.
Target AudienceThe audience is inhabitants in the village of Lacoste who want a cafe that doesn’t feel touristy, but instead connects with their ancestral history.
CompetitionThe competition directly in the village is Cafe de France and Cafe du Sade, but they are closed seasonly. Neighboring villages house competi-tion such as Les Terasses and la Bleu Heur.
Design ResearchThe Luberon valley lies in southern Provence region of France. The valley is comprised of three mountain ranges, the Little Luberon, the Big Luberon and the Oriental Luberon. Major allures of the region are aligned with agriculture, and historic landmarks. Lavender, sunflowers, wine, and castles are a few markers of the Luberon. Almost all of the buildings are constructed of limestone and sea sediment which can be found in forgotten quarries scattered throughout the region. One of the most important aspects of life is the unification between man and nature.
The goals and objectives of this project are better understand system visualization methodology. This will be explored through the branding of a service in affiliation to the Luberon region of Provence. By incorporating aspects of Provence as inspiration to the brand, the visual system will have visual and experiential ties to the area.
Design Goals & Objectives
Design Layout & DevelopmentConceptBased on the French goddess of sacred water, Melusine, this cafe aims to bridge the connection between visual aspects of the Provence regions and it’s maritime past. By using the blue located in the doors and shutters of the village and visual representation of the sea, the brand is unified as both historic and modern.
DesignThe cafe brand utilizes the blues prominent around villages in Provence along with visual representations of the sea. A silk screen texture is employed on a repeat pattern to allow for flexible application across multifaceted cafe surfaces. The interior of the cafe is unified through the application of the repeat pattern while items taken to go employ both the logotype and the pattern for publicity.
TypefaceRainy Wind is the script typeface utilized in the logotype to convey a personalized signature feel to the brand while Optima is the supporting sans serif selected for it’s variety of line weight in letter forms.
Color SchemeThe color scheme is pulled directly from a visual of the village. It features the blue present on doors and shutters with a muted beige employed in the construction of the mermaid in the repeat pattern.
Special ProcessAll aspects of the brand development process are carried out through four D methodology (Discover, Design, Develop, Deploy)
Design Layout & DevelopmentGoals and objectives were met by a research heavy design process. By pulling information both visually and contextually, the brand development was firmly rooted in the surrounding village of Lacoste. Understanding the information needed to appeal to the target audience allowed for a flexible design that can be applied to any asset necessary within the cafe environment. Melusine Cafe is a trendy cafe rooted in a rich ancestral past that conveys all key attributes discovered during the initial research phase of the project.
038Melusine | Final Program | Identity
Design Narrative:
The primary and secondary logotype successfully convery the four key attributes of the Provence experience. The title of the cafe, Melusine, comes from the mythic spirit of water linking directly to the region’s connection with the sea.
The corporate color of blue is pulled directly from blue doors and shutters present in the perched villages of the region as well as alluding to Melusine’s prominence.
A script typeface creates a sense of intimacy between guests and the identity while a sculpted sans serif connects with the chiseled letterforms still present in the area.
039Melusine | Final Program | Visual Element
Design Narrative:
The visual element of a repeat pattern is used to unify the brand and successfully convey the brand’s message.
The pattern includes shells, sand dollars, and mermaids to connect the cafe to the ancestral relationship Provence has to the sea. Many village walls have shells or other sea sediment embedded in them as the region was once partially under water.
Using calucated tints and shades the corporate color of blue to connect the visual, tints and shades of beige are employed to further connect the brand to the surrounding village limestone walls. This additional color also brings attention to the mermaids which represent Melusine.
The entire pattern conveys a tactile feel as texture is employed in order to engage viewers intimately. The hand-made appeal brings people into a more welcoming environment making them eager to explore and engage with the brand.
040Melusine | Environmentals | Deploy | Multifacets
Design Narrative:
To create cohesion across the different environmental elements of Melusine Cafe, the primary and secondary logotype was employed in addition to the brand’s repeat pattern. These two elements come together to create the unique brand identity embodying the key attributes of the Provence region while highlighting the historic significance of the sea to the area. Melsuine, the mythological goddess of sacred water, is portrayed through the blue that aligns directly with the blue seen in the doors and shutters of the region.
Main environmentals within the cafe feature the repeat pattern with little emphasis on the logotype as the cafe exhibits the brand identity within it’s surroundings. To employ the logotype across planters, mugs, and tins would become too visually forceful and take away from the visual appeal of the pattern. Take-out items such as to-go bags and cups feature the same repeat pattern supported by the brand logotype creating publicity for the cafe.
Quarry | Overview