BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303 C L E O TAV E R N B R I E F P ( 1 - 6 )

BRIEF: To brand a new Tavern opening in Carnaby Street, London. Using the original Cleo Tavern based in NW, Oklamahoma as the spring board for development, creating the identity based around the original customers of taverns but making it appropriate for young professional audience based in London. RELATION TO DESIGN PRACTICE: This brief was a chance for me to explore branding, combining two separate audiences - one for inspiration and the other as the market audience. It also gave me the chance to incorporate the processes I have been developing in order to bring some of the heritage from the original style taverns, but in a completely modern and non-stereotypical way.

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

TAVERN
FIG.1

CLEO TAVERN MENU Body Copy

Futura Book & Light

FIG.2

Basic Colour

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BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303 C L E O TAV E R N B R I E F P ( 2 - 6 )

I created an overview of branding identity guidelines to help focus the identity across the range of delvierables. The aim of the logo was to capture the idea of fields that are native to Oklahoma, and coupling that with a narrow font such as Futura gave the logo a modern aesthetic. From this I developed a pattern that would work as the identity for the brand. Taking on this pattern I used it across the range of deliverables, whilst using alternative printing methods to enhance the deliverables and portray the aesthetic of taverns but in a unique way.

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

Fig 1. Logo design Fig 2. Brand guidelines overview Fig 3. Developed Pattern Fig 4. Laser cut pattern onto natural wood substrate

Wine: Sauvignon Blanc White Rioja Viura White Garganeo Pinot Gringo Rose: Garnacha Rosado White Zinfadel Rose Red: Zinfandel Shiraz Malbec Beer (Draught): San Miguel Carlsberg Guinness Bottled: Corona Sol Becks Bud Desperados Sanwell Adams

FIG. 1

BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303

C L E O TAV E R N B R I E F P ( 3 - 6 )

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

Using the identity i created, i developed and designed the menu. Keeping the design simple and clean, I was aiming to create a sophisticated and minimal aesthetic for the brand. I wanted to incorporate the heritage of the taverns by incorporating wood but in an alternative way, by laser cutting the identity and menus onto the substrate so they had a function as well as being aesthetically pleasing.

Fig. 1 Showcasing the design element and style of the drinks menu. Double sided laser cut into 1.5 mm Bendy Ply.

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BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303

C L E O TAV E R N B R I E F P ( 4 - 6 )

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

With the brand I focused on developing the smaller items within a bar branding in order to showcase the working identity. I developed the range across a range of drink related delvierables, incorporating different print techniques and commissioning glass engraving professionally.

Fig. 1 Showcasing the two separate bar matt designs available within the bar. Laser cut into 1.5 Bendy Ply. Fig. 2 Range of different tea matts with alternative colours, all printed onto waterproof fireproof paper.

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COMMENTS:

TITLE:

NAME:

ADDRESS:

THANK-YOU
TELEPHONE:

POSTCODE:

TAVERN

COMMENTS:

BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303

C L E O TAV E R N B R I E F P ( 5 - 6 )

I developed and designed a range of stationary that would be available to the consumer, focusing on the elements that the consumer could take away with them. I also designed the Polo shirts that they staff would have to wear at the restaurant, using the logo design embroidered onto the shirt.

COMMENTS:

COMMENTS:

POSTCODE:

ADDRESS:

TITLE:

POSTCODE: ADDRESS: TITLE: NAME: NAME: TITLE: NAME: ADDRESS: POSTCODE: TELEPHONE:

TELEPHONE:

TELEPHONE:

THANK-YOU

TAVERN

TAVERN

FIG. 1

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

Fig. 1 Showcasing the range of stationary and vectors, using the identity and colour scheme to create a range of different elements.

TAVERN

BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303

C L E O TAV E R N B R I E F P ( 6 - 6 )

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

After creating the elements within the restaurant that can show the identity working across a range of different delvierables. I then went on to design the interior of the restaurant. Choosing the main elements from the identity which would help encapsulate the brand and its aesthetic. Again mirroring the simple design within the delvierables in the interior design of the restaurant.