STUDIO BRIEF 7  SHAKE |

Brief Title_

Shake

Brief_

Develop & design the identity for a new independent luxury milkshake bar that rivals existing milkshake company concepts, targeting a more mature audience through style, sophistication and class.

Background_

The brand is new so must be built from scratch. A high-quality-delivering service that values a playful and friendly attitude towards costumers. Welcoming all walks of life with open arms, to satisfy a sweet tooth, bring comfort and quench a thirst, through the future of gourmet confectionery and soft drinks all made on site. The company plans to open one shop in the centre of Leeds, and to then spread further afield across the UK as the business expands.

Considerations_

In terms of the brand itself, it needs to stand unique against all competition in the area; and the UK if the company is to grow. It needs to emphasize the ‘future of food’ and excite customers through the visual and physical aspects of design, as well as through the language used. The brand identity needs to work over all media and scales, and represent the products & service it is offering. Will the designs be solely graphic, use photographs or both? It also needs to appeal to a range of audiences.

Mandatory Requirements_

Company name and full brand story developing, logo and brand identity designed, the products and mocked-up packaging, all printed ephemera and promotional material produced.

Target Audience_

Primarily male and female aged 18-30, but anybody else who is young at heart and loves confectionary and milkshakes. Enjoys spending money and treating themselves/or someone else – town on lunch breaks at work - weekends shopping.

Tone of Voice_

Playful, ‘foody’ approachable, inviting, futuristic, fun, bold, enticing.

Deliverables_

Logo and brand identity including all relevant graphic/photographic elements ready for use, 4 selected products along with packaging mock-ups, 1 printed leaflet/menu, shelf labels, minimum 1 flyer design and A2 poster, stationary designs.