Pounds of Joy

Pounds of Joy

michæl van jumperTHE DAMN OWNER

This book was made and designed by Michæl Van Jumper in Michael Kidwell’s Design Systems class at the Kansas City Art Institute during the fall of 2012.

This is a branding project for his hypothetical Kansas City restaurant, 300 Pounds of Joy.

CONTENTSA Word 9

Vision 10

Mission 12

Values 14

Essence 20

Attributes 22

Audience 24

The Name 26

Identity 28

Touchpoints 32

A WORD FROM THE DAMN OWNERHowdy. My first job was in a restaurant when I was seventeen. Originally, in true introvert fashion, I enjoyed working in the back of the store by myself cooking all day, but I soon learned the best part of working in a restaurant was the people that you met; that interacting with your coworkers and getting to know the customers that you are cooking for was richly rewarding. Though I went to school for graphic design it has always been my dream to open my own restaurant and make people happy with my food. I truly hope you enjoy my 300 Pounds of Joy.

9

uh, I think this place is a little too upscale for me

VISION

uh, I think this place is a little too upscale for me

Are you tired of trying to find the perfect place to share a meal with your buddies? 300 Pounds of Joy offers not only the best food from all over the world but also has a stunning environment to become emerged in while stuffing your mouth hole.

11

MISSION

DAMNGOODFOOD

We offer a location where people can come together to enjoy some damn good food.

13

HEY! THERE’S A BEAR OVER THERE!

VALUES

Quick history lesson. Meal time evolved in pre-historic times as our ancestors needed to look out and protect each other while they were busy eating and were susceptible to becoming food stuffs. Luckily today this has changed.

HOLY EARTH MOTHER!THANKS FOR THE HEADS UP!

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VALUES

SORTA

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VALUES

Even more important than the taste of the food is the environment in which you eat it and of course with whom. With 300 Pounds of Joy not only will you get damn good food, but also a place to feel the love. Hot damn! Let’s wang dang doodle.

19

GOODNESSthe best part of anything

ESSENCE

21

ATTRIBUTES

300 Pounds of Joy is an eclectically nostalgic, quirky, mash-up of world cultures. My restaurant invokes the spirit of adventure and exploration in an extravagant celebration in the contrast of rich widely different cultures. All around the world, past and future, we love it. So much in fact we put stuff all around the shop. Kinda like a worldly stew of awesomeness.

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300 Pounds of Joy is for those seeking that odd, little place to have a splendid chat.

AUDIENCE

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THE NAME

all you girls think the days are goneyou don’t have to worry, you can have your funtake me, baby, for your little boythree hundred pounds of heavenly joythis is it, this is itlook what you get

you been creeping and hiding behind his backcause you got you a man that you don’t likethrow that jack, baby, outta your mindfollow me, baby, have a real good timethis is it, this is itlook what you get

hoy! hoy! i’m the boythree hundred pounds of heavenly joyi’m so glad that you understandi’m three hundred pounds of muscle and manthis is it, this is itlook what you get

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The naming of this restaurant comes from the Howlin’ Wolf song of the same name. In the song he describes how much women would enjoy his 300 hundred pounds of heavenly joy, which we are using to describe the impact of our visually heavy, stimulating environment. Wolf also urges those little girls to leave the Jack that they don’t like. We also urge you to leave the restaurants you don’t like behind and instead come in and have a little bit of heavenly joy.

The brandmark of 300 Pounds of Joy is the inquisitive man. He is on a constant search for the odd and peculiar in the world surrounding him much like 300 Pounds of Joy’s target audience. His face should always be cropped.

IDENTITY

Pounds of Joy

Pounds of Joy

“GOOD STUFF FOR YOUR MOUTH HOLE”

LOGOTYPE

SIGNATURE IN STAGING AREA WITH TAGLINE

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ALTERNATIVE GOTHIC 2ValentinaAlternative Gothic 2 is used for headers and information that necessitates emphasis. The typeface Valentina is used to contrast the headers as it is used for body copy and secondary information. Valentina was created using the styles developed by Giambattista Bodoni combined with antique Spanish influence. This mash-up of cultures is what 300 Pounds of Joy showcases in its decor and food.

The main colors of the 300 Pounds of Joy identity are the yellow and the red. Color fields of this yellow and red are used for backgrounds, while high contrast images are multiplied on top of them. The concentric circles are always the yellow or white depending on visibility.

PANTONE 100 C PANTONE 1655 C BLACK WHITE

IDENTITY

The concentric circle pattern is used to highlight important information in 300 Pounds of Joy’s imagery. The focus of the imagery should always be in the center circle. This pattern acts as a frame to show what the inquisitive man sees.

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BIZNESS CARD

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BIZNESS CARD

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ENVELOPE

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ENVELOPE

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STATIONERY

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STATIONERY

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STATIONERY

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STATIONERY

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INVOICE

49

INVOICE

51

BILLBOARD

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JACKET

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DELIVERY VAN

57

MOBILE & WEB

59

MENU

61

MENU

63

MENU

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MENU

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