Project Challenge
Preliminary Analysis
The locations are all meticulously designed, so I aimed to standardize all communications by selecting a color palette that was consistent with the visual identity of the venues, and the chosen fonts echo their elegance.
The first step was to create a Brand Book, where I organized the visual guidelines of the brand and content treatment.
One section was dedicated to the use of the brand to clearly define the internal and external usage of the logo.
Another section focused on the color palette, taken from the specifications and design guidelines provided by the architects. There are three primary colors and a richer palette for communication, especially for social media. The selected fonts differ in their usage: a serif font for all offline materials, and a more modern sans-serif font for the website and social media.
Design Approach
Corporate Materials
Following this preliminary analysis and the creation of the Brand Book, corporate and promotional materials were developed.
The user manual is a tool used by all stores. It’s a guide where the operational guidelines of the format are defined, from the store manager to the kitchen manager, covering relationships, duties, and the rights of every worker.
The colors used for corporate communication are black, white, and beige. As in the brand book, Acumin is used for titles, while Aleo is used for the body text for better readability. Section breaks are marked with a beige page, reinforcing the brand’s color presence. The logo appears on every page, either in its full version or in a second version with just the logo, or in a third version with just the text.
Corporate Materials for Trade Shows
To promote and introduce the brand at international trade shows, several materials were prepared to present the format’s goals and concept. The first of these was a brochure summarizing the company’s mission and vision, along with some key company milestones and the group’s history. I was also responsible for writing the content.
to be continued
In-Store Communication
In-store, the most important material is definitely the menu, a tool used for sales that passes through the hands of all the floor staff and customers. A square format was chosen to emphasize the contrast with the round shape that is present on every page. The font used is Aleo, elegant and readable, and the colors are the brand’s official ones. The format is 21×21 cm, stapled with a metal point, on Classic Gloss – 250g glossy coated paper, with a 300g laminated cover.
