Project 2: Carmine's

Due Tues. Mar. 1

• Multiple in-class reviews and critiques will take place
• Consult the class calendar for those dates

Goals: to use research and conceptual content from Exercise 2 and apply it to a comprehensive branding project; to research the competitive landscape, identifying brand and design opportunities for a new Italian restaurant; to design a brand identity for a new Italian restaurant, and apply it to a range of collateral, communication tools, and other visuals

Final Delivery: all content below shall be digitally presented, and rendered as a high-quality PDF, with each item on its own PDF page; RGB color, format dimensions should be no smaller than 6-inches in any one direction; resolution should be no smaller than 300dpi

1. Brand identity, aka logo: may be a mark, letterform, wordmark, emblem, etc., should include the Carmine's name along with any mark
2. Menu Cover with logo applied
3. Menu layout using provided dinner text
4. Website home page and website menu page
5. Exterior signage of building facade with logo applied
6. One page full color ad - to appear in South Park magazine
7. Napkin - cloth preferred
8. Letterhead
9. Envelope, number 10
10. Business card

Menu Text:

Dinner Menu

First Plates

Antipasto
5
cured meats, olives, mushrooms, artichoke hearts, provolone, mozzarella, Prosciutto, Crostino

Calamari
6

Caprese salad
8

Stuffed Artichokes
6

Bruschetta
6

Soup
Italian Wedding Soup
Minestrone
Pasta Fagioli
5

Cesar Salad
5

Garden Salad  
4
capers, pine nuts, salami


Main Plates
served with focaccia

Osso Buco
29

Veal Parmigiana
29

Beef Brasato with Pappardelle and Mint
25

Mushroom-Sausage Ragù 
16

Baked Rigatoni with Sausage and Fennel
20

Grilled Fish with Artichoke Caponata
27

Shrimp Scampi
20

Potato Gnocchi with Garlic Butter, Mushrooms and Snails
24

Eggplant Parmigiana
22

Eggplant Napoleon  
20

Lasagna  
16

Torta Rustica
16


Project 2: worth 100 points total
20 craft, rendering quality
30 composition, layout, design
30 concept, research, message
20 presentation, professionalism

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