Allegro Music Cafe

Brief (self initiated): Reconnect adults with instrument playing.

Insight: 50% of adults lose touch with their instruments. Bordom, distraction, motivation, time and avaliable space are the main reasons people give up their instruments.

The big idea: Create and brand a cafe that supplies instruments, tuition and inspiration in a relaxed environment.

Branding

Visual Language: the visual language is inspired by the aesthetics of old Blues posters that employ print style type and rough textures.

Colour Scheme: the colour scheme is influenced by both Blues posters and rustic cafes.

Brand Name: 'Allegro', meaning energetic and lively in musical terms, captures the brands desire to be an enthusiastic and casual venue for those wishing to reconnect with their instruments.

Collectively the visual language aims to create an atmosphere that is both bold and calm. This represents Allegro as a relaxed cafe which instills confidence in its customers.

The App

The app is organised in two parts- 'Progress' and 'Inspiration'- in order for navigation to be as simple as possible. 'Progress' tracks the musical development of the customer, creating a log of the songs, scale and jams they have learnt. This is also the section in which the customer can find tasks and songs, mp3 tutorials and sheet music to help them develop further. The custmer does not have unlimited access to all music, instead more complex songs become avaliable as they progress through the app. 'Inspiration' is a database of music genres and music news, that aims to expose the customer to new types of music and instruments in the hope of inspiring them and immersing them in music culture.

Advertising Campaign

The advertising campaign targets former instrument playing adults by focusing heavily on the tag line 'Dont Lose Touch'. The onlooker is invited to bang the poster drum in an attempt to spark a reminder of the joys of instrument playing.

The interactive element of the poster is designed to force the passerby to be active and fun, replicating the atmosphere of the cafe.