Mido Cafe rebrand
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Transcript of Mido Cafe rebrand
2011/12 – Semester 2 SD3232 Contemporary Chinese Design For Global Markets Jonathan Mak Long 10217223D Project brand: Mido Cafe Team members in Phases 1 & 2:Lau Ka ManLi Ting TingPang Ho JingKyle Knapp
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223DPhase 3A
Brand Identity Design Concepts
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
EmotionalApproachable
- Takes it easy but energeticHas character
- Local, quirky & playfulBold, more flamboyant
Logical“Refined randomness”- An intentional mishmash of various elementsFashionable
- Keeps in touch with the times
Phase 3ABrand Identity Design Concepts
Selected Design Concept
Essence“We are the quirky little brother of the original cafe. Our heritage
is something to be proud of, but we would like to reinterpret it in an exciting, youthful way so that this generation can connect and bond as the older patrons did, and enjoy a revamped, refreshing Mido experience.”
Target customerPlace of birth: Hong KongAge: 21 years oldOccupation: Student at City University of Hong Kong. Part-time salesperson atH&MPersonality: Not the most extroverted person, but enjoys spending time with friends. Considers himself to have good taste. Conscious of current trends, but has an interest in history and culture.Interests:
- Reading in Pacific Coffee on his own- Hanging out with friends at upstair cafes in Mong Kok during weekends
- Playing the ukulele- Bowling- Playing chess- Visiting museumsFavorite brands:
“I like going to Mido because it is different. It has a cool vibe, but still has the laid-back atmosphere of theMong Kong upstair cafes I usually visit.It’s a hip place, but the human touches make my visits there quite relaxing and intimate. It is also quite reasonably priced for the unique experience I get to have”
KeywordsRespectful parody, Surprises, Twists on traditional elements, Fun, Dynamic, Light-hearted
PositioningHeritage ⍉○○○○●○○○○ FashionableFormal ○○○○⍉○○○●○ CasualHeritage ⍉○○○○●○○○○ FashionableFormal ○○○○⍉○○○●○ Casual
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3ABrand Identity Design Concepts
Selected Design Concept
“The Old is Now In”, “In with the Old”, “So Old We’re Cool”...?
The charm stems from the eclecticism,the carefree attitude:
“Anything Goes”「 乜都得 」
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3ABrand Identity Design Concepts
Design directions
Modernvisual elements
Old wordmarkupdate
Chinese& Englishcombined
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3ABrand Identity Design Concepts
Trial applications
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223DPhase 3B
Brandmark Design Refinement
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3BBrandmark Design Refinement
Selected concept
I am quite pleased with the vertical version of the previous logos, but they all rely heavily on the dominant use of an expansive brown background, and are difficult to apply across different conditions.
The containerExploration and fine-tuning.
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3BBrandmark design refinement
Logos
Large 100%
Small 30%
⊗ ⊗
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3BBrandmark design refinement
Color Palette
PrimaryColors
Colors inthe logo
SecondaryColors
C: 17%M: 1%Y: 70%K: 0%
C: 16%M: 67%Y: 94%K: 3%
C: 25%M: 0%Y: 8%K: 0%
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3BBrandmark design refinement
Typography
就多懷要容是想較媽時自統散生前小子裝發現比到遊的如每看別後分力是有無第史持有過因難多行特一的年熱型面刻為法驚一配升道動道精器作當何能資做大調光樣配我老清媽美去特保金外且一物部消土的力嗎式同我義們大
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FZYao Ti
American Typewriter Light & Bold
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3BBrandmark design refinement
Brand Identity Signature
XX
X
X
1.5 X
1.5 X
1.5 X
1.5 X
No fixed placement of the tagline or alignment of the logo within the bounding box, as long as it is not exceeded.
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3BBrandmark design refinement
Brand Identity Signature
乜 都
得乜都得乜 得
都
Consistent typographic voice
Appropriate contrast & overlapping. Should not obscure the name
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3BBrandmark design refinement
Brand Identity Signature
都
得乜 都得
乜 乜都
得
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3BBrandmark design refinement
Other Identity Elements
The container & other bits and pieces
The “Mido Face”
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 3BBrandmark design refinement
Touchpoints (works-in-progress)
I MIDO
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223DPhase 4
Final Touchpoint Applications
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 4Final Touchpoint Applications
2D Touchpoints — membership card
油麻地廟街63號地下G/F, 63 Temple Street,
Yau Ma Tei23846402
乜都
得
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 4Final Touchpoint Applications
2D Touchpoints — menu
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 4Final Touchpoint Applications
3D Touchpoints — neon sign
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 4Final Touchpoint Applications
3D Touchpoints — interior
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 4Final Touchpoint Applications
3D Touchpoints — interior
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 4Final Touchpoint Applications
4D Touchpoints – website
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 4Final Touchpoint Applications
4D Touchpoints – website
SD3232 Contemporary Chinese Design For Global Markets
Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D
Phase 4Final Touchpoint Applications
4D Touchpoints — TV spot
http://www.youtube.com/watch?v=UxAHZ_yu_fs
乜都
得
Thank you.