Self Negotiated; Project Outline and Proposal
Describe your project concept and the reason for doing it?
What is the theme and/or topic of your project?
I am going to start by looking at subculture/culture and brand/anti-brand. The idea of the project will be surrounding one of London’s quirkiest and most extravagant restaurants that is unique to its form. Archipelago is a unique experience that really reaches out to intrepid diners; serving all things weird and wonderful, such as crocodile, kangaroo, and wildebeest. Archipelago is a Thai and East Asian cuisine based restaurant, with the name coming from the definition for “an extensive group of islands”. The glow of golden Buddhas, dwarf palm trees and giant peacock feathers are current themes and branding efforts that infiltrate through the visual aesthetic but the current design of the restaurant is heavily dated.
Is the intention to inform, comment, promote, narrate etc? What is the need for this visual communication?
The intention of the new branding effort is to promote the company as a unique dining experience situated in the heart of London. Infusing the East Asian Island theme, as well as the Thai Culture, the new brand should be modern, contemporary and link to extensive contextual research. The idea, fixated around Brand/Anti Brand should exude a different and unique experience that emphasises the niche market that this business sits in.
Has an audience been identified?
After analysing the reviews online as well as its social media presence, it is clear that the restaurant is very open to everyone; the idea of trying new and eclectic food appeals across a vast range of audiences. This therefore says to me that the branding effort needs to be aimed towards the cultural aspect of the brand more than towards a certain audience.
Identify Aim/s
What is your intended outcome?
Have you determined a final outcome and what it’s form will be?
What visual materials will you need to prepare in order to communicate this outcome?
I really want to experiment with a range of techniques. I would like to use illustration within this brief as well as drawing more ideas and mock-ups as this visual process way of working works very effectively with me. I also want to look at photography, imagery and mockups that will demonstrate how the restaurants new brand will work in practice and how it will become effective with customers. Restaurant branding will include a new logo and visual brand identity. This will then be reflected upon menu design, visual merchandise, and advertising campaigns.
Identify Objectives
How do you intend carrying out the work? What will you learn on the way?
Hopefully I will learn more techniques and skills when it comes to Adobe Creative Cloud. I also want to learn much more about advertising and branding as it is the sector of Graphic Design I am the most interested in. I also would love to improve my skills overall and create a project that links all the skills I have developed throughout the year. The idea of creating something visually and contextually pleasing is interesting to me; I want to create something with deep meaning and purpose that celebrates the beauty of Thai Culture. I also want to celebrate the greatness in branding and how it can enhance a business.
