We both had intentions to re brand and decided after much deliberation to re brand the roadside restaurant, Little Chef. We both believed the current branding was tired and required an update to bring the restaurant into the 21st century and to appeal to new customers.
Taking on board where we had gone wrong previously we made plans and decided on a process to ensure we had good time management and that the project would get completed for the deadline.
We both worked together on initial ideas, deciding on our approach, what we wanted to achieve and how we wanted to promote Little Chef. We spent the first week discussing brand personality and researching the current brand. We visited the venue, taking photographs and discussed how it could be changed to suit the target market, which was quite varied and we didn't want to isolate any customer sector.
We worked on logo design for a couple of weeks, discussing colours and whether they would represent the image we was trying to portray. We became a bit bogged down with the logo design and found we had pursued enough designs and that it was time to choose one which we felt portrayed the new brand and to move on to other aspects of the re brand which were important.
We both continued to research over Easter and got together and discussed our initial brand personality plan, as we didn't want to go off track from the brief. We decided to work on a 'bringing the outside in' theme which led to a picnic idea. We thought it would bring a fresh, British quirkiness to the brand changing it from its original tired, drab image.
We continued to research this idea and developed the logo to reflect the concept, we chose a clean minimal logo which we thought tied in with the picnic theme but not literally, instead promoted a fresh new image.
We wanted to develop an app which would allow the customer to pre order their food and collect via a drive through, we wanted this to appeal to busy, on the go customers so we wanted the app to be simple and straightforward, giving the user an efficient, simple service which would be beneficial for them. we discussed the process of the app and drew up some ideas which we then visually developed using the mac to include menus and screen layout.
We decided to run the 'picnic' theme across the web design, using picnic elements such as a blanket, basket etc to allow the user to scroll over each element to bring up a menu relating to each item.
We discussed and researched ideas for the take away packaging and decided to use a picnic basket ideas which opened out into a ready made tray including cutlery and a napkin, we thought this would give the customer the Little Chef experience even whilst on the move.
We both enjoyed working together and believe we combined our skills throughout the process to lead to the final output. We both particularly enjoy idea generation and we bounce off each other with ideas, sometimes getting a bit carried away but we have learnt to reign them in and only pursue ideas which fit the brief. We both learnt from working together before that it is important to make design decisions and give ourselves enough time to develop the final ideas to a good standard. We were happy with the final outcome and believed were glad we tried to incorporate other design ideas which we hadn't previously done such as app and web layout. The final exhibition was a bit hectic due to changes in print and have made me realise the importance of having everything printed and finalised in good time because unanticipated problems often occur.
Myself and Jules have developed a good working relationship and wish to continue to work on projects together in the future, we have different skills which when combined together have a positive impact, I believe I have grown and developed as a result of working with Jules and am glad we had the opportunity to work together.
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