Download - Two Brews Brand Book

Transcript
Page 1: Two Brews Brand Book

conor harrington • rachel heiss • colleen wormsley

two brews

Page 2: Two Brews Brand Book

contentsSituational Analysis 3SWOT Analysis 4Consumer Accepted Beliefs 5Competitive Analysis 6-7Brand Philosophy & Tone 8Brand Promise 9Primary Target Market 10Secondary Target Market 11Inspiration 12-13Logo and tagline 14Color palette 15Fonts 16Acceptable use 17Stationery 18-20Menu 21-22Loyalty Card 23Print Ad 24Banner Ad 25Website 26Social Media 27-28Signage 29-30Apparel 31Sleeves 32Merchandise 33

2

Page 3: Two Brews Brand Book

situational analysiscompetitive

economic

sociocultural

• College students live on a tight budget• Cheap eats and drinks trump pricier food and beverages

• Many coffee shops/bars have consistent, strong customer loyalty• Current coffee shops/bars have strong identity within college communities• Each coffee shop/bar has an identity - Two Brews must have its own identity to differentiate itself from others in town

• Restaurants are utilizing online food services, such as GrubHub, to access college students more conveniently• Social media sites such as Facebook, Yelp, and Foursquare allow consumers to “check-in” at businesses and post a review on them from their smart phone

technological

• Students seek off-campus venues to provide entertainment• Nightlife is a challenge for students who are under the legal drinking age

legal• The drinking age in the U.S. is 21, therefore, Two Brews needs to closely monitor its customers to be sure underage consumers are not drinking alcohol

3

Page 4: Two Brews Brand Book

SWOT analysis

strengths

threats

opportunities

weaknesses• Limited menu items• Competitive location• Beer served at night limits demographic

• Ithaca’s large population of college students• Coffee and beer are both popular beverages among college students• The unique combination of a coffee shop and bar differentiates Two Brews from its competitors• The Commons is an easily accessible location for Ithaca College students and will encourage foot traffic

• Ithaca is home to many competitors including other restaurants, coffee shops, and bars• During the summer months, most college students leave town• Many competitors are well-established and have a good reputation

• Two Brews will give local music artists the chance to perform which will draw in fans• Special promotions for college students can encourage new customers• Local coffee and beer brands are popular among students and residents of Ithaca

4

Page 5: Two Brews Brand Book

consumer accepted beliefs

• In order for a space like Two Brews to be successful, it needs to be effective in balancing both a coffeehouse during the day and a bar at night• Consumers are seeking a relaxing atmosphere when they are interested in being productive and getting work done• Consumers are seeking a clean, quality establishment to drink and socialize in at night• Money is a big concern for our primary target audience, so prices on food and drink must be reasonable• It’s difficult to find a space where underage people can socialize with their of-age peers on the weekend

5

Page 6: Two Brews Brand Book

competitive analysis

Bandwagon Brewpub Collegetown Bagels Lot 10

Target: Both college students and the local communityLocation: The CommonsType of environment: Relaxed gathering place for college students and locals at nightCoffee/beer beverage selections: Rotating home-brewed beers and other popular beersSmall food selections: Multiple appetizer options, including their popular French fries and dips

Target: Attracts both college students and the local communityLocation: Collegetown, The Commons, and East Hill PlazaType of environment: Group gatherings, studying, meeting place, etc.Coffee/beer beverage selections: Serves locally roasted coffees at all locations and local beers on tap at their Collegetown locationSmall food selections: Provides a variety of desserts and snack options, as well as full meals

Target: Local residents with smaller focus on college communitiesLocation: The CommonsType of environment: Identifies as a lounge for food and local music entertainmentCoffee/beer beverage selections: Serves local beersSmall food selections: Menu includes “lounge” food, such as appetizers and other shareable dishes

6

Page 7: Two Brews Brand Book

competitive analysis

Target: Appeals strongly to college students, especially those from Cornell UniversityLocation: CollegetownType of environment: Combination of a restaurant, bar and local music venueCoffee/beer beverage selections: Serves local beersSmall food selections: Order pizza by the slice

The Nines Ithaca Coffee Company

Target: Attracts both local residents and college studentsLocations: Triphammer Marketplace and Gateway CommonsType of environment: Offers a relaxing sit down venue with the ability to do work, hang out, and purchase different beers and coffeeCoffee/beer beverage selections: Local beers and local coffees availableSmall food selections: pastries, soup, and snacks available

7

Page 8: Two Brews Brand Book

brand philosophyThe core of the Two Brews’ philosophy is customer service. We strive to serve college students and locals alike in a relaxed, enjoyable atmosphere. The community-oriented space serves as a hub for good food, friends, and fun.

Two Brews is also dedicated to serving the best, local menu options available. We offer Gimme! Coffee, Ithaca Beer, and a variety of local, seasonal menu items to help support the Ithaca economy and community.

toneTwo Brews is the premier spot in Ithaca, N.Y. to relax, stay awhile, and enjoy your favorite drink (or two.) Two Brews is a space where all students can blend both their academic and social lives. The collaborative environment fosters productivity during the day, while the relaxed atmosphere provides a great energy and space for socializing at night.

The brand tone is sleek, modern, and evocative of what Two Brews offers. The coloring of the logo’s rings was inspired by the colors of a strong cup of coffee and a pale ale. The branding is designed to be welcoming and contemporary in order to appeal to our target demographics.

8

Page 9: Two Brews Brand Book

Two Brews satisfies coffee cravings during the day and beer cravings at night in a relaxing, lounge-style setting.

brand promise

9

Page 10: Two Brews Brand Book

primary target market

Two Brews is the perfect place for young professionals to meet with a client over coffee or meet up for drinks after a long day of work. We offer a place where they can balance both their professional and personal life.

Particularly those attending:Ithaca CollegeCornell UniversityTompkins County Community College

Our primary target audience is always busy. Between class assignments, extracurricular activities, jobs, and their social life, they’re always on the go. Two Brews allows the primary target market to balance everything they do.

Our audience is looking for one central place off-campus where they can do it all: study, meet for group projects, hang out, and socialize. They’re looking for a more relaxing environment than the typical college bar.

College-Aged Men & Women (17-24 years old)

Young Professionals

10

Page 11: Two Brews Brand Book

secondary target market

The Finger Lakes region attracts a variety of tourists to the area due to the abundance of wine trails, museums, natural beauty, and cultural events. Two Brews is a great place for tourists to stop and relax for a cup of coffee in the afternoon or a beer at night after a long day of enjoying all of the amenities that Ithaca has to offer.

Although Two Brews is geared towards college-aged men and women, the space is the perfect place for a freelance writer in town to get his or her work done. It serves as a great meet-up place for old friends, whether it’s over a cup of local coffee or a pint of local beer. The flexibility of the space provides a great environment for many different people.

Local residents of Ithaca, N.Y.

Tourists

11

Page 12: Two Brews Brand Book

inspirationBusboys & Poets,Virginia

Set of popular TV show, FRIENDS

Brewed,Texas

12

Page 13: Two Brews Brand Book

inspirationGalwayHooker, NYC

Twisted Pepper, Ireland

Set of popular TV show, HOW I MET YOUR MOTHER

13

Page 14: Two Brews Brand Book

logo and tagline

Come for the coffee, stay for the beer.

two brews

14

Page 15: Two Brews Brand Book

color palette

C62 M54 Y53 K27

R92 G92 B92

PMS 447m

C20 M33 Y100 K01

R208 G165 B44

PMS 131m

C04 M15 Y52 K01

R241 G209 B138

PMS 141m

C43 M55 Y72 K26

R125 G97 B71

PMS 1405m

The above colors represent the Two Brews brand. The first two colors are the base for our logo design and serve as the primary colors for the brand. The third and fourth colors are secondary colors that can be used as accents on brand materials.

15

Page 16: Two Brews Brand Book

fonts

St Marie

Century SchoolbookAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

! @ # $ % ^ & * ( ) - + = { } [ ] : ; “ ‘ ? > < , .

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

! @ # $ % ^ & * ( ) - + = { } [ ] : ; “ ‘ ? > < , .

St Marie is the primary font for the Two Brews brand. It is a modern serif font. It is the font used in the logo and will be used for major headings, signage and more.

Century Schoolbook is a simple serif font that is a secondary typeface for the Two Brews brand. It will be used for dense copy, menu items and more small text pieces.

16

Page 17: Two Brews Brand Book

acceptable use

Do not change logo colors Do not change logo font

two brews

Do not scale smaller than 1.0 inch

If the logo cannot be in color, make the entire mark black

two

brew

s

Do not rotate in any way

two brews

Do not apply drop shadows or other effects to the logo

17

Page 18: Two Brews Brand Book

stationery

Letterhead

18

Page 19: Two Brews Brand Book

stationery

Business Cards

The business cards for Two Brews double as coasters. This gives them a dual purpose and reduces the chance of customers just throwing them away in the nearest trash can.

19

Page 20: Two Brews Brand Book

stationery

two brews

137 East State Street Ithaca, N

Y 14850

twobrew

s.com

Adam PerutaRoy H. Park School of Communications953 Danby RoadIthaca, NY 14850

20

Envelope

Page 21: Two Brews Brand Book

menu

21

Front & Back

Page 22: Two Brews Brand Book

menu

22

Inside,when folded

Page 23: Two Brews Brand Book

loyalty card

23

Page 24: Two Brews Brand Book

print ad

24

Page 25: Two Brews Brand Book

banner ads

25

Page 26: Two Brews Brand Book

website

137 East State Street Ithaca, NY 14850(607) 555-5555 [email protected]

two brews

Come for the coffee, stay for the beer.

upcoming events: Second Dam concert- 12/14, 8 PM Tickets $5For a full list of events, click here.

home coffee beer about us events

Join the Two Brews community on Instagram. #twobrews

brews of the day

Cold Front,Ithaca Beer Co.

Piccolo Mondo Organic BlendGimmee Coffee

hours: m-th: 9 a.m.-12 a.m.f-sa: 10 a.m.-1 a.m.sun: closed

what’s new

contact

26

Page 27: Two Brews Brand Book

social media

27

Page 28: Two Brews Brand Book

social media

28

Page 29: Two Brews Brand Book

29

signage

Page 30: Two Brews Brand Book

chalkboard menu

30

Page 31: Two Brews Brand Book

apparel

31

Page 32: Two Brews Brand Book

sleeves

32

Page 33: Two Brews Brand Book

merchandise

33