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proposed idea
My proposed idea is a sustainably run beachfront bar/restaurant, specialising in locally sourced oysters from the regeneration programme directly from the beach in Southsea, Portsmouth. I will design and brand the bar/restaurant, create a campaign for sustainibility with the aim of educating the local community on the importance of eating sustainibly sourced produce.
mood board
I created a mood board on pinterest to gather some ideas, research and a feel for the theme of my project. While I am not designing the physical restaurant itself, imagining what it would be like helps inform my project and design choices. I was also able to see different styles of branding, such as logos, signs, menus, etc.
name generation
In order to generate a name, I decided to mind map and word generate related vocabulary to the brand. I chose beach and oyster related words and phrases and combined them. I then chose a few of my favourites.
I really liked the salt theme as this relates to oysters and also beach, so I thought this tied into the brand nicely. I also experimented with adding 'bar/lounge'.
After asking peers and recieving feedback, in the end I decided to choose Salt Bay as the name. The feedback I recieved was positive and people felt this fit the brand well when I explained the concept.
logo inspiration
I looked on pinterest and created a board in order to find logo inspiration. I really liked the logos that rely on the text (typography based logo) so I continued to research this and save similar logos. I also want to incorporate some kind of icon.
logo development
As I wanted to include an icon in my logo, I began by sketching and digitalising oysters - full colour, black and white, outlines and no outlines. I chose this icon as it is the most notable way of symbolising my brand. I will be able to potentially incorpoerate this into my logo, or use in other aspects of my outcomes.
I then began to look at font choices. After choosing my brand name, I arranged the name into different formations to see what works best visually. Upon asking for peer feedback, alot of people said that the different styles of fonts gave different images/impressions. For example, the top row middle font signifies an upper class, expensive kind of image, compared to bottom row 2nd to right, which gives a more fun, laid back vibe. I thought about this and my target market. I want to aim at a large target audience, but from my research I know that there is an expensive, upper class restaurant
After taking on feedback, I then narrowed down my choices and experimented with different combinations of my favourite fonts. I again asked for feedback, and going with my more laid-back theme, I decided I really liked the font 'Cosplay Culture'. It gave really different impressions in both capital and lowercase, so instead of choosing 2 different complimentary fonts, I actually just decided to go with the one font in its different caps variations.
Before choosing this font for sure, I experimented with colour and also incorperating my oyster icons. Again after asking for feedback and explaining my brand and the laid-back style, the 'Cosplay Culture' font was chosen. I also liked the oyster icon with it, so I chose a few variations of this logo which I will be able to use throughout my project.
I tried again to experiment with a secondary font, but again peer feedback agreed the main text logo with the icon was enough, and they said 'less is more'. I honestly did feel that this font did actually make it very difficult to pair.
Below are my final chosen logos. I will be able to interchange colours and hierarchy/order while keeping them cohesive. I really like the way the letters fit around the icon, as I expanded the text in order to induvidually arrange the letters. I also really like the offset colour effect of the oyster icon which I actually did by accident, but ended up keeping as I thought it was really effective.
I then decided to experiment with colour, and colour sets in order to create my brand guidelines. I really liked the bright colours as I thought they were fun and enticing, but with an already 'fun' font, I thought this may make the brand look too childish. I decided to pair it with the more subtle beige tones, and I can add a pop of colour further on if i need to.
Here below is my chosen beige colour scheme. I also experimented with stock images of things like beaches and sea with the beige overlay, to try and theme my brand a bit more, and to get a gist for what the branding will look like around the sea/beach theme.
location
I started to research the location of my restaurant. On my observational walk, I found a stretch of beach/pathway next to the beach that the restaurant would fit perfectly. This way, the oyster regeneration site is in close proximity which would be really beneficial to my restaurant, as this USP can be how close/fresh the oysters are to the store, as well as saving on transport fuel and costs. This is cost effective and also plays into the sustainable ethics of my brand. Also, it is far enough away from other beach restaurants and bars.
poster design
I then began to use my components (text, logos etc) to create some mockup posters and advertisements to get a feel for the brand. I illustrated some beach themed icons and vectors to use throughout, and also used some stock imagery (linked in links page). I also used pinterest to research general existing posters for layout and hierarchy inspiration.
I then took the initial ideas and developed them into usable posters. I asked for peer feedback and I recieved that some of the text was unclear ontop of the imagery. I added extra depth, shadows, page furniture and played with the order and hierarchy. Here are my final poster designs.
brand guidelines
After creating my posters, I finally have a feel for the brand and themes. I decided to choose the brand colours and guidelines/identity, including the font, icons/symbols, logos and colours. This means I can keep the brand cohesive by following this.
menu design
While designing my menu, I looked on pinterest and I gathered some primary research of menus that I have taken pictures of myself. I looked at colours, layouts, orders and hierarchy.
One thing I noticed from my research is that sometimes the drinks and food menu's are seperate, so I decided to do that, as cocktails are a large part of the brand so giving them their own menu would be beneficial.
I also noticed on a few examples that they involved the use of icons which I really liked. I designed an icon for each cocktail I have chosen for the menu. I feel like this adds some visual interest to my menu.
These are my 3 outcomes for my drinks menu, which I have also put into photoshop mockups to display. After designing my food menu, I will choose the final drinks menu which I think looks most cohesive. I also researched into Southsea Cider, which is a local cider brand. I decided to 'stock' this to keep with the locally sourced theme.
https://www.ciderhub.co.uk/producer/portsmouth-distillery-co/ https://untappd.com/b/southsea-cider-priory-gold/1343852
I then began to design the food menu. I chose to design 2 main pages, the front, and back cover. I used a grid method to help organise the text and pictures in a readable and clear way. I decided to go for a minimalistic look, and I included some images which I have linked in the links page. I then used a photoshop mockup to display it best. I also went back and decided to use the third drinks menu, as I felt it matched the food menu best.
Here are my menu mockups and designs. I am very happy with the way they came out and I think they fit well with the brand.
campaign
Although the main phase of my project is the restaurant, I also wanted to work on the educational campaign aspect. I used my research and existing poster components to create campaign posters with the brand ethics and information. In theory, I would have these up around/outside the restaurant or around town to inform and educate people of this issue.
mockups
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