MANDATORY ASSIGNMENT 02

LOGO

LIAM GRANLI

TABLE OF CONTENTS

RESEARCH

DESIGN

3. Introduction 4. Task overview4. Concept

5. Target group 6. What is “Dude Food”?7. Microbrewery8. Location: Meat Bazaar9. Competitors: Henrik Øl og Vinstove AS10. Competitors: Naboen11. Competitors: Spisekroken

12. Logo characteristics and style13. Sketches14. Final design

15. Conclusion16. Sources

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In this Mandatory Assignment (MA) we were briefed with researching a newly founded bar and bistro, Food & Malt, that serves homebrewed beer and street food-inspired dishes with a homemade and modern twist.

In this report you will see the entire process from re-search and sketching to the final logo and brand style guide (which is enclosed in the filing folder). I also wish to illuminate that this is my first time working in InDesign, so bear with me.

INTRODUCTION

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FOOD & MALTTASK OVERVIEW

Food & Malt is a collaboration between two friends, Anders Braathen and Even Vehla. Anders is a master brewer, who has broad experience with cooking and restaurant managing from working in various brew-eries and diners in the USA, London and Norway. While abroad, An-ders and Even discovered Dude Food as a growing trend. With their new company “Food & Malt”, they want to introduce this food trend to the Norwegian market, whilst combining it with a modern microbrewery.

To communicate their newly started company and concept, they need a strong logo and brand style guide.

To complete this logo and brand style guide, I have done a lot of research into each part of the concept separately. This includes describing the main concept, mapping and characterize the surroundings (target group, loca-tion and competitors), delve deeper into hipster culture and logo design, and the Dude Food and microbrewery trend.

CONCEPTFood & Malt is a type of a bar and bistro that serves homebrewed beers and homemade traditional food with a modern dude food twist.

The dishes consist of good quality homemade lunches and evening snacks complimented with a vast selection of beers, at an affordable price ranged between 150 and 200 NOK, which is common for a bistro.

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RESEARCHTARGET GROUP

Food & Malt is targeted towards young urban individuals between the ages of 18 and 35 who are interested in cul-ture, food, design, trends and the night scene. Moreover, people who fall under the characterization of a hipster.

A hipster is commonly defined as being someone who is very influenced by the most recent fashion, more specifi-cally people who define themselves outside the “cultural mainstream” and value individuality.

Hipster and masculinity are essential keywords in this brief. Herein the typical full beard, leather and flannel shirt fashion comes to mind, which incorporates well into the next trend I want to adress, namely Dude Food.

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WHAT IS “DUDE FOOD”?

Dude food is according to Wikipedia a recent food trend with an appeal towards expressing masculinity and men. Dude food con-sists of heavy, meaty dishes such as hamburgers and barbeque ribs. However, dude food adaptations of these dishes often differenti-ates themselves with including high quality or exotic ingredients, or heavy use of whiskey, barbecue sauce, bacon, and/or cheese.

Many people claim dude food is basically street food. However, in a brochure from Nortura, an agricultural cooperative and Norway’s biggest food supplier, it is stated that

“Dude food is cleaner, has less fat and is more acid-based than street-food. Dude food is often simple on the surface, but the preparation is about the right ingredients, process knowledge, long cooking time, timing, items made from scratch and surprising ways of presenting and serving the food”.

Nortura’s definition of dude food is a description I, as a chef, can agree with. This type of food is also well-combined with different types of beer, which is also highly relevant for Food & Malt’s vision with the combination of dude food and a microbrewery.

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MICROBREWERY

A microbrewery is a brewery that produces small amounts of beer and is independently owned, compared to large-scale breweries like Heinek-en and Carlsberg who are two of the largest brewing companies in the world. Microbreweries typically focus more on the brewing technique, quality and flavour of the brew, and often has a restaurant where its beer is served.

In recent years the microbrewery trend has grown more and more, and have risen in popularity among the Norwegian people. They can be found in many places, particularly in the bigger cities, and a few notable ones are Crowbar, Schouskjelleren (The Schous Cellar), Oslo Microbrewery and Trondheim Microbrewery.

You can also learn how to make your own beer by attending The Beer Academy in Norway’s four biggest cities.

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locationMEAT BAZAAR

The Meat Bazaar (Kjøttbasaren) in Bergen is Food & Malt’s cho-sen location. The building is of a Neo-Romanian style and opened in 1877 with a total of 71 selling stalls. Meat Bazaar was due to be demolished in 1965, which caused unrest and protest among the locals. To the joy of many Bergen citizens, the building was formally saved by a conservation decision in 1982.

Today the building is inhabited by several restaurants like Egon and Restaurant 1877. The interior of the Meat Bazaar compliments Food & Malt’s vision and ideals incredibly well along with the other restaurants.

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competitorsHENRIK ØL OG VINSTOVE

Henrik Øl og Vinstove has been through several changes since they started serving in approximately year 1930. Today they are a Beer & Wine Pub.

Their website is extremely mundane and offer next to no information about their concept and what’s on their menu. However, it offers their company’s history and information about their establishment, and it seems they mostly use their FaceBook page for communication.

The pub serves, according to their website, 54 types of beer on tap, a good deal of sour beer and bottled specialty beers. In addition they have a few good wines and mineral water. Aside from this, Henrik Øl og Vinstove is in my opinion the competitor that poses the least “threat” towards Food & Malt.

They do not play any music in their bar as they focus more on offering relaxed surroundings, pleasant conversations and good atmosphere. Their logo is the business name in white capital letters with a calming, blue background with low-opacity writing, which fits with their values.

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NABOEN

My initial impression with Naboen Pub & Restaurant was somewhat moderate since their website came off as a bit unorganized and cluttered at first glance. The site offered their menu and some pictures mainly of their guests, but no information about the business.

After more research, I came across a website that could offer some enlight-enment. As described on bergensentrum.no, “Naboen Pub & Restaurant is a traditional and popular restaurant centrally located in the heart of Bergen city.”

Naboen serves most types of food ranging between traditional norwegian home-cooking and burgers along with West-Norwegian homebrews. The prices are somewhat higher than Food & Malt, ranging between 100 to over 300 NOK, and there are no drinks or beer menu on the website.

Illustrated with two toasting beer mugs and the business name, their logo fits their concept very well as it comes off as a friendly and cozy place.

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SPISEKROKENSpisekroken’s website is giving off a completely different vibe, compared to the two previous competitors. The site is easy to navigate and the design is classy, simple and clean, just like the restaurant’s logo, which is their business name in capital letters surrounded by elegant borders.

Compared to Food & Malt, Spisekroken comes off as more luxurious and expensive. They have various menus filled with gourmet food, often made from local ingredients, for several occasions depending on seasons where the prices varies from 150 to 600 NOK. Spisekroken also offer service for larger gatherings and catering.

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DESIGNLOGO CHARACTERISTICS

AND STYLEThe brief specifically tells me the logo should be timeless, simple and recognizable, which are keywords I have focused on during the entire process. It should have a professionally execution, contain no more than three colours and be in a letterpress style.

Another keyword in the assignment is hipster. As mentioned in the paragraph about the target group, a hipster is commonly defined as being someone who is very influenced by the most recent fashion, more specific people who define themselves outside the “cultural mainstream” and have a more “alternative” style.

Here are some pictures I have been inspired by:

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During the sketching process I tried several different options based on the brief description and the location Bergen, but also inspiring photos, logos and various pubs, taverns and restaurants.

SKETCHES

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I pictured Food & Malt serving dude food with a Norwegian twist, where the restaurant include typical Norwegian ingredients in their recipes such as meat from moose, deer, lamb and cattle.

Combining hipster with the stereotypes associated with the dude food trend (men and masculinity), I ended up including horns in the design, more specifically masculine and majestic moose horns. Deer horns are more mainstream in hipster designs, therefore by using moose horns instead, the logo is even more hipster.

To further add to the dude food concept in the logo, in addition to make it somewhat timeless, I was inspired by old wooden chopping boards, tavern/inn signs and thick lumber in Norwegian cabin buildings in the design.

And here are my final designs:

I chose to use colours that resembles the various elements and information given in the assignment. To illustrate the colour of the various types of venison meat and dark brews, I used a dark shade of brown with a touch of red. The golden brown colour is used to represent the wheat used in the brewing process. As for the colour of the type, I went for a warmer shade of white to complement the other colours better than a regular bright, cold white.

The font used in the established date and company name is KomuB. This font looks strong and chunky, and gives off both hipster and timeless vibes. The smaller text under the company name is Oswald Light, which gives off the same vibe, but is lighter to refrain from stealing too much attention from the name.

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Finally, I want to point out that this assignment has been extremely educational, somewhat frustrating at times, but all in all incredibly fun. I have made use of previous knowledge, especially marketing theory, and gained a whole lot more through this brief.

I wish that I would have had more time, since much of our time given with the assignment was interrupted by unforseen things in my daily life. However, the things I would have done different and the knowledge I have gained will be very useful in tasks and challenges to come, and I welcome them with open arms.

Cheers!

CONCLUSION

LINK TO MY REFLECTIVE JOURNAL: https://n0vatix.design.blog/

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SOURCESBOOKSMorioka, A. 2006, Logo Design Workbook: A hands-on guide to creating logos.

Dabner, D. Stewart, S. Vickress, A. 2017, Graphic Design School: The Principles and Practice of Graphic Design.

LEARNINGFrench, N. 2016, Logo Design: Techniques. Retrieved from https://www.linkedin.com/learn-ing/logo-design-techniques-2016/

McCelelland, D. 2014, Introducing InDesign. Retrieved from https://www.linkedin.com/learning/graphic-design-foundations-typography/

Saltz, I. 2013, Graphic Design Foundations: Typography. Retrieved from https://www.linke-din.com/learning/graphic-design-foundations-typography/

WEBSITESBergen Sentrum, 2020. Kjøttbasaren. Retrieved from https://www.bergensentrum.no/restau-ranter/470786_kjottbasaren 08.06.2020.

Bergen Sentrum, 2020. Naboen Pub & Restaurant. Retrieved from https://www.bergensen-trum.no/restauranter/2618_naboen-pub-restaurant 08.06.2020.

Cambridge Dictionary, 2020. Hipster. Retrieved from https://dictionary.cambridge.org/dic-tionary/english/hipster 28.05.2020.

FaceBook, 2020. Henrik Øl & Vinstove. Retrieved from https://www.facebook.com/pages/Henrik-%C3%98l-Vinstove/120146211388331 08.06.2020.

Grannen, 2020. Naboen: Restaurantbesøk kan forandre liv. Retrieved from https://www.gran-nen.no/ 08.06.2020.

Henrik Øl og Vinstove, 2020. Retrieved from https://ve.no/Index_henrik.html 08.06.2020.

Nortura Proff, 2020. DudeFood. Retrieved from http://norturaproff.no/konsepter/dudefood 28.05.2020.

Spisekroken, 2020. Retrieved from www.spisekroken.no/ 08.06.2020.

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WEBSITES

Study, 2015. What is the Hipster Subculture? Retrieved from https://study.com/acade-my/lesson/what-is-the-hipster-subculture.html 28.05.2020.

Trondheim Mikrobryggeri, 2020. Retrieved from https://www.tmb.no/brennevin 02.06.2020.

Visit Oslo, 2020. Microbreweries in Oslo. Retrieved from https://www.visitoslo.com/en/articles/microbreweries-in-oslo/ 02.06.2020.

Visit Oslo, 2020. Ølakademiet (The Beer Academy). Retrieved from https://www.visit-oslo.com/en/product/?TLp=377550&Olakademiet 02.06.2020.

Wikipedia, 2020. Craft brewery and microbrewery. Retrieved from https://en.wikipe-dia.org/wiki/Craft_brewery_and_microbrewery 02.06.2020.

Wikipedia, 2020. Dude food. Retrieved from https://en.wikipedia.org/wiki/Dude_food 28.05.2020.

Wikipedia, 2020. Hipster (contemporary subculture). Retrieved from https://en.wiki-pedia.org/wiki/Hipster_(contemporary_subculture) 28.05.2020.

Wikipedia, 2020. Kjøttbasaren. Retrieved from https://no.wikipedia.org/wiki/ 08Kj%C3%B8ttbasaren 08.06.2020.