1)Design Project
The design project that i choose is Branding.
I will like to create a 'Cafe' in this project
2)What items to do?
-Logo
-Stationary Item
-Packaging
-Video Promotion
-Print design
3)What that i need for this project?
-software
*after effect
*adobe illustrator
*adobe photoshop
Proposal
Final Graphic Design (Branding Design)
My final graphic design project is Branding Design. Why I choose to do Branding Design is because I will want to create a product with my own new brand. Interest area
Project Summary
The project that I want to implement my branding design knowledge is () Café. I will like to create this Café with the main product is 100% fruit Ice cream(maybe). With this project I can show my skill in Graphic Design, Packaging Design , Art direction , and also skill in Advertising. My target audience in this project is around age 12 years old to 45 years old, and the location maybe will inside a shopping Centre.
Objective
With this project I believe I can create a new brand for a new product with a skills and knowledge that have. I will plan to do what I need to do and start doing step by step.
The challenges might stand in the way of accomplishing my design maybe is time managing problem. The problem I intend to address is Logo design skill, packaging skill, and also advertising skill. A logo is a signage for a brand so the logo is important, a nice packaging will increases the sales for a brand, and advertising will is the most important because it can use for promote my brand.
Research
Base on my research, prior work in the subject area have Chatime, StarBuck, Ochado. The design process I will start with thinking for my Café main product, after that I will think for my Café Name, with the café name I can start my logo design, after the logo I will start designing the Stationary Item, Packaging, Video Promotion and also the Print design(ads). I will use Adobe illustrator , adobe after effect and also adobe photoshop. The Related design area , competitor and references in my project is Chatime, StarBuck and also Ochado. In this project I need some resources to complete this tast, that is internet to research and also the software.
Design Strategy
In this project, I will need to done the project with Logo, Stationary Item, Packaging, Video Promotion, Print design by myself. I will need to plan all the timeline on my project, and maybe the time will rushing .
Deliverables
A complete brand with
-logo
-Stationary Item,
- Letterhead
- Namecard
- Envelop
- Menu
-Packaging,
- box
- cup
- Plate
-Video Promotion,
- 3 min
- Storyboard
- Sound
Print design.
- Poster
- flyer
- Bunting
- brochure
Project Planing
 |
| timeline for my project |
Research
What is Branding?
-The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
（http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm）
-A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass. Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand.
（http://www.brickmarketing.com/define-branding.htm）
-A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass. Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand.
When working on branding, or building a brand, companies that are using web pages and search engine optimization have a few details to work out before being able to build a successful brand. Coordinating domain names and brand names are an important part of finding and keeping visitors and clients, as well as branding a new company. Coordination of a domain name and brand names lends identification to the idea or image of a specific product or service, which in turn lets visitors easily discovery the new brand.
Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.
(http://www.brickmarketing.com/define-branding.htm)
-YOUR BRAND IS YOUR PERSONALITY
And while many people think successful branding is only about awareness, it's not, Frankel adds. "Everyone knows about cancer but how many people actually want it? Branding is about getting your prospects to perceive you as the only solution to their problem. Once you're perceived as 'the only,' there's no place else to shop. Which means your customers gladly pay a premium for your brand."
Your product or service is not your company's brand and neither is your logo or your business card. Your brand is the genuine "personality" of your company. "It's what your customers think of you and say about you when they've left your company," says Rodger Roeser, president of Cincinnati-based Eisen Management Group, a public-relations and brand-development firm.
Your brand is what your company stands for and what it is known for. "Look at yourself in the mirror and ask yourself what you stand for. Go around the room with your leadership and ask them what the company stands for. Settle on one or two brand pillars and build your brand around them. If you can't define your brand, your customers won't be able to, either. And the risk is that someone else will define it for you—probably your competitors," Roeser says.
THE PROMISE YOU MAKE TO THE WORLD
Steve Cecil, a copywriter and verbal-branding expert with Where Words in San Carlos, Calif., says a brand is a promise and branding is the act of devising the promise your company makes to the world. Marketing, he says, "is the strategy that differentiates your brand promise from all the other brand promises in that increasingly crowded house called "your category."
Think of marketing like a toolbox containing branding, advertising, direct mail, market research, public relations, and other tools. "Marketing represents the combination of methods organizations use to persuade their target audience toward some specified behavior such as sales," says Stephen Rapier, of Glendale (Calif.)-based The Artime Group.
Advertising, Rapier says, can take many forms: print, as in newspaper and magazine ads; outdoor, such as billboards; online Web banners; and broadcast advertising on radio and TV. "Typically, the goal of advertising is to grab attention, create positive perceptions, and prompt response while conveying information consumers will find relevant to their needs," he notes.
YOUR BRAND IS A LIFESTYLE
A successful marketing strategy uses all—or most—of the tools in the box depending on the job at hand, Cecil says. "Crafting a winning marketing strategy is challenging enough even when you have articulated your brand promise and is probably impossible if you haven't."
If you have not specified your company's brand, don't spend another dime on marketing until you do. While everyone's familiar with megabrands such as Apple (AAPL), Nike (NKE), and Virgin, small companies can also develop potent brands and market them successfully, says Steve Manning, managing director at Igor, a branding and naming firm based in San Francisco.
"A brand creates an image in the mind of the consumer. It says something is different at your firm, something worth more than business as usual. If your firm is a commodity, your customers will choose you solely on the basis of price or getting something for free. If you've got a brand, you're selling a lifestyle and you can sell anything you want," Manning says.
More elements of this Special Report are available in the related items box on the upper right side of this page.
(Karen E. Klein,3/30/2012, A Practical Guide to Branding,< http://www.businessweek.com/smallbiz/content/jun2008/sb2008069_694225.htm>)
Competitor Research
-A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass. Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand.
When working on branding, or building a brand, companies that are using web pages and search engine optimization have a few details to work out before being able to build a successful brand. Coordinating domain names and brand names are an important part of finding and keeping visitors and clients, as well as branding a new company. Coordination of a domain name and brand names lends identification to the idea or image of a specific product or service, which in turn lets visitors easily discovery the new brand.
Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.
(http://www.brickmarketing.com/define-branding.htm)
-YOUR BRAND IS YOUR PERSONALITY
And while many people think successful branding is only about awareness, it's not, Frankel adds. "Everyone knows about cancer but how many people actually want it? Branding is about getting your prospects to perceive you as the only solution to their problem. Once you're perceived as 'the only,' there's no place else to shop. Which means your customers gladly pay a premium for your brand."
Your product or service is not your company's brand and neither is your logo or your business card. Your brand is the genuine "personality" of your company. "It's what your customers think of you and say about you when they've left your company," says Rodger Roeser, president of Cincinnati-based Eisen Management Group, a public-relations and brand-development firm.
Your brand is what your company stands for and what it is known for. "Look at yourself in the mirror and ask yourself what you stand for. Go around the room with your leadership and ask them what the company stands for. Settle on one or two brand pillars and build your brand around them. If you can't define your brand, your customers won't be able to, either. And the risk is that someone else will define it for you—probably your competitors," Roeser says.
THE PROMISE YOU MAKE TO THE WORLD
Steve Cecil, a copywriter and verbal-branding expert with Where Words in San Carlos, Calif., says a brand is a promise and branding is the act of devising the promise your company makes to the world. Marketing, he says, "is the strategy that differentiates your brand promise from all the other brand promises in that increasingly crowded house called "your category."
Think of marketing like a toolbox containing branding, advertising, direct mail, market research, public relations, and other tools. "Marketing represents the combination of methods organizations use to persuade their target audience toward some specified behavior such as sales," says Stephen Rapier, of Glendale (Calif.)-based The Artime Group.
Advertising, Rapier says, can take many forms: print, as in newspaper and magazine ads; outdoor, such as billboards; online Web banners; and broadcast advertising on radio and TV. "Typically, the goal of advertising is to grab attention, create positive perceptions, and prompt response while conveying information consumers will find relevant to their needs," he notes.
YOUR BRAND IS A LIFESTYLE
A successful marketing strategy uses all—or most—of the tools in the box depending on the job at hand, Cecil says. "Crafting a winning marketing strategy is challenging enough even when you have articulated your brand promise and is probably impossible if you haven't."
If you have not specified your company's brand, don't spend another dime on marketing until you do. While everyone's familiar with megabrands such as Apple (AAPL), Nike (NKE), and Virgin, small companies can also develop potent brands and market them successfully, says Steve Manning, managing director at Igor, a branding and naming firm based in San Francisco.
"A brand creates an image in the mind of the consumer. It says something is different at your firm, something worth more than business as usual. If your firm is a commodity, your customers will choose you solely on the basis of price or getting something for free. If you've got a brand, you're selling a lifestyle and you can sell anything you want," Manning says.
More elements of this Special Report are available in the related items box on the upper right side of this page.
(Karen E. Klein,3/30/2012, A Practical Guide to Branding,< http://www.businessweek.com/smallbiz/content/jun2008/sb2008069_694225.htm>)
Competitor Research
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| Tutti Frutti |
 |
| Chatime |
 |
| Ochado |
 |
| StarBuck |
MindMap
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| This is my Mind Map for my cafe |
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| Sketch for my Logo |
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| Sketch For my Cafe |
