Harvest Locavore Restaurant
Brand Development
This project, created to teach brand development through the use of brand vision boards, brand vision books, and brand vision videos to graduate media design students, is based on a fictitious restaurant in Toronto specializing in locavorism — serving gourmet entrees prepared from ingredients obtained from within 100 miles of the restaurant. The examples demonstrate different ways to convey the look and feel and voice and tone of the brand to the client. The Brand Playbook tells the story of the brand and serves as a tool for brand enculturation and as a style guide for the creation of future media assets.
The Brand Vision Board is the initial medium created for the client to begin a dialog to establish the look and feel of the brand that would be applied to future media assets. Students are taught to research and explore fonts, images, and color that would appeal to the target audience and convey the key words that describe the brand attributes.
The Brand Vision Video adds the elements of time, motion, and sound to further convey the brand's look and feel.
A Motion Graphic of the brand logo introduces the concept of the sprout, which signifies the brand's attributes of sustainable and fresh.
The Brand Playbook serves to tell the story of the brand and provides examples of the application of the brand identity to some of the media assets, demonstrating the use of words in the copywriting, pictures through the photography, and color, textures, and visual design through the composition of the pages.
