Tuesday, January 26, 2016

Exercise 2

Due Tues. Feb. 2

Project 2 will require you to design a brand identity, aka logo, and apply the logo to a select group of applications for a new Italian restaurant. Your restaurant will serve meals ranging from $12-40, and be located in Charlotte, North Carolina, in the South End. The restaurant, named Carmine's, boasts "The Best Italian Food in Charlotte."

Restaurant Information
  • Takes Reservations, Yes 
  • Delivery, No 
  • Take-out, No 
  • Banquets, Yes
  • Accepts Credit Cards, Yes 
  • Good For, Dinner 
  • Parking, Private Lot, Valet Optional
  • Bike Parking, No
  • Wheelchair Accessible, Yes 
  • Good for Kids, No 
  • Good for Groups, Yes 
  • Attire, Dressy 
  • Ambience, Classy 
  • Noise Level, Average 
  • Alcohol, Full Bar 
  • Outdoor Seating, Yes 
  • Wi-Fi, No
  • Has TV, No 
  • Dogs Allowed, No 
  • Waiter Service, Yes 
  • Caters, Yes
Selected Dishes Include: Seafood Alfredo, Veal Parmigiana, Eggplant Parmigiana, Chicken Parmigiana, Variety of Gnocchi Dishes, Variety of Risotto Dishes, Lasagna, Ravioli, Cannelloni, Alfredo, Mushroom-Sausage Ragù, Baked Rigatoni with Sausage and Fennel, Torta Rustica, Spaghetti and Meatballs, Pupa Toscana, Sausage & Peppers & Onions, Bow Ties with Sausage, Focaccia, Minestrone, Bruschetta, Stuffed Artichokes, salads including Caesar Salads, Calamari, Antipasti

For Exercise 2, create a mood board that includes the following, all of which will evoke the brand identity you will create for Carmine's. Format your mood board on a 17-inch wide by 11-inch high format, exporting it as a PDF to view during critique.
  1. Two types of Menus with Cover - cover may be leather, canvas, metallic, or a combination, these menus could be prototypes to be used for your logo and applications, to be designed in Project 2
  2. Color swatches for the logo
  3. Color swatches for the restaurant's interior design
  4. Cultural references, that relate to the country of Italy, its architecture, and its people, in the form of 2 images from each of the aforementioned.
  5. Photograph of an interior element: hosting booth
  6. Photograph of an interior element: bar
  7. Photograph of an interior element: open kitchen
  8. Wine Bottle, red
  9. Wine Bottle, white 
  10. Two to three typefaces that evoke the restaurant's brand image 
  11. High quality images of at least 5 of the selected dishes listed above. 
  12. Conduct a competitive audit, following guidelines and inquiries presented in your textbook, and identify 3 competitors in the Italian restaurant industry, showing their logos, and stating 5 key elements that define the competition.
Due Tue. Feb. 2
Exercise 2: worth 30 points total
10 uniqueness
10 appropriateness
5 depth of research
5 professionalism/presentation 
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