atticus sip and study book

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Atticus

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Atticus

I. The Team 4-5II. The Brand 6-13Brand Mantra 7Brand Experience 8Target Audience 9Name 10Logo 11Fonts 12Colors 13III. Interior Design 14-25Overall Feel 15Interior 16-17Exterior 18Textures 19Furniture and Decor 20-23Floorplan and Traffic Flow 24-25

IV. Ads and Promotions 26-41Menus 27-29Special 27Regular 28-29Promotional Materials 30-33

Decal 30Coffee Sleeve 31Napkins 32Shirts 33

Promotional Events 34-36Trivia Night 34Book Club 35Hooked App 36

Social Media 37-39Instagram 37-38Facebook 39

Outdoor 40Bus 40

Rationale 41

Table of Contents

2 3

The Team

Jenna KenzieValerie

4 5

The Brand

We strive to bring people together at one central spot whether that’s through a nice cup of coffee with friends, a study session, trivia night or even a book club meeting. We want to attract college students that are looking for a new place to study, explore and relax. Our brand understands that a certain environment can make or break a customer's experience. We want our shop to be where a person comes to finish a paper, read a book, catch up with friends, have a relaxing afternoon, drink a cup of coffee or even do a study group. To many, this seems like a lot to take on. However, we want to attract our community in anyway we can which is why “Comfort. Concentration. Community.” is our motto.

Comfort. Concentration. CommunityBrand Mantra

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You open the door and are welcomed with the smell of warm baked goods and coffee beans. Your eyes begin adjusting to the warm lighting and right away you feel comfort. Right ahead of you, a peaceful and serene environment where productivity takes place. You see authentic, vintage furniture everywhere you look with students sitting, visiting, chatting, sipping and reading. Examining the room even further, you see that you are surrounded by authentic white brick and right in front of you is a huge chalkboard painted wall with the most amazing art drawn on it. You explore the book nooks and look at the wide variety of genres just waiting to be opened and read. As you approach the counter, you pick up a menu to take your order. You examine the author's drawings on the front and smile when you see the menu beind the counter with drink specials based off of famous authors. You order the Hemingway. Plopping down on one of the suede sofas, you open up a novel and take a sip of the hot latte you just received. You grin because you know your afternoon will be the best one yet.

Our target audience is college students between the ages of 18-25. We chose this as our main group because our cof-fee, library shop will be located in college towns. We believe our shop will attract students that are looking for a new, qui-et, productive environment to study and get work done. Our endless shelves of books will also attract readers while our hot beverages will attract tea and coffee drinkers. We want to be a place where students can come to relax and hang out with friends or be productive and get work done.

Brand Experience Target Audience

8 9

Logo

atticus

We chose this design for our logo because it really represents the interior look of our shop. We have the design available in only black or white because the walls in our interior are as such. Our main goal was to have the furniture, the chalk art and the mugs be the only thing with color, keeping everything else neutral. Incorporating a coffee mug and a literary reference in our logo design was also very important as this is what our brand is all about. We went with the fun, handdrawn look of the mug to go along with our hand drawn author faces that we have on our napkins, tshirts, and menus.

atticus

Name

We chose the name Atticus because of how well known of a character name it is to the public. Anyone would know after seeing this brand name that books and reading was somehow involved.

Atticus

Sip & StudyWe believe these words fully embody our brand and what we are all about. Our coffee, library shop has two purposes: to be a calm, relaxing place for one to read and catch up with friends while another is to be a productive environment for one to get work done. Sip & Study seemed to be the best two words to fulfil these purposes and get it across to our audiences.

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Fontsbromello

COCHIN

Shree Devanagari 714

Colors

We chose these colors because of how bright they look against our black and white background of our shop. They really stand out and make a statement. These colors are also very popular to find in a lot of vintage furniture which was the style we were going for.

PassionatePlum

TalkativeTurquoise

MondayMustard

BeanBlack

We chose the main font “bromello” for our logo because of its whimsical, cursive feel. A lot of the materials for our shop are hand drawn or appear so, therefore, we thought that it was important that our logo also appeared to be handwritten.

The “COCHIN” font is very legible and could easily be used as a font within a novel. This font can be seen on any materials on which we have author quotes (tshirts, social, bus ads, etc.)

Shree Devanagari 714, both in Regular and Bold can be seen anywhere we have mass amounts of texts, such as on our menu. It can also be seen in our ads for our qualifier (“Sip & Study”). It is a legible and friendly font that brings a modern tough to our brand.

All the fonts we have chosen for our company accurately represent our brand identity and tie-in with our messaging as a whole.12 13

InteriorDesign

Overall Feel

Our overall feel that our shop is going for is rustic, authentic and vintage. We like the look and feel of our white brick surrounding our shop in addition to our single chalkboard painted wall covered with amazing chalk art. We are going for an open feel, an environment with lots of warm lighting and comfort. Our pops of color in our shop will come from the seating, mugs and chalk art. Other than that, we want the walls, floors, etc. to stay neutral tones. 14 15

Interior Downstairs Upstairs

16 17

Exterior Textures

Wood Suede Chalk Brick Glass

We wanted seating that was very soft and comfortable to sit on which is why we went with suede sofas and leather seats. Dark wood textures will be found on the floors while the brick and chalk textures will be found on the walls. The glass can be seen on many of our tables and counters.

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Furniture and DecorWe want to incorporate suede and leather textures using vintage and eclectic furniture. Certain walls will be painted with with chalkboard paint, perfect for our menu and chalk art. Our book shelves will be floor to ceil-ing, creating peaceful nooks for reading or studying.

Pictured: Leather armchair & ottoman (left), fuzzy pillows (above), suede couch (right).

Pictured: Chalkboard wall with menu (above), read-ing nook with floor to ceiling bookcases (right).

Furniture and Decor

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Furniture and Decor Furniture and Decor

Chalkboard Painted Bathroom Door

Black Wood Panels with Chalkboard Painted Walls and White Bathroom Appliances

The doors to our two bathrooms will be painted with chalkboard paint, allowing our artist to also design bathroom door art for us along with the big wall of art. Each bathroom will be a single person bathroom with black wood paneling for half of the wall and black chalkboard paint for the rest of the wall. All the bathroom appliances will be white, making it pop against all the black in the background.

Mugs

The unique thing about our coffee shop in comparison to many others is that our shop doesn't have uniform coffee mugs. To go along with our authentic, vintage feel, we don’t have a single mug that looks the same. We like the idea of our customers coming in and getting a new mug each time. It really adds to the homey feel that we want our target audience to have.

Bathroom

22 23

Floorplan and Traffic Flow Floorplan and Traffic Flow

DownstairsUpstairs

The floor plan includes different sections for customers to either read, work, or relax in privacy. Different sections are appropriate for individuals or small groups for collaboration. When a customer walks in, they can easily order from the coffee bar near the door. After getting their order, customers can walk around the coffee shop to find a nook that suits them best.

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Ads andPromotions

MenuOur specials menu

The specials menu will be featured on our chalk-painted wall behind the bar. While having the option of ordering from our traditional menu, customers can become more involved in the literary world by having a drink based off of a famous author.These drink specials let customers experience interesting combinations that they cannot get anywhere else, adding to the unique quality of our coffee shop.

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Menu We really wanted to incorporate famous authors into our menu to tie in the literary, book aspect of our brand. We included their hand drawn portraits which add alittle something extra to the menu. Besides drinks, we also serve some food to our customers. This is very beneficial for the student studying all day, just needing a little power food to get through. When it comes to the chalkboard menu placed behind the counter, we made this our specials menu and went even further as to make our drink specials be named after famous authors. By including this in our menu, we are allowing our customers to have even more fun with our brand.

Our regular menu

28 29

Promotional Materials

This will be available for our customers for free. They will be placed on display on the countertop by the cash register. We believe this is a good way to advertise our new cafe because decals are very popular at the moment. Our target audience, college students, place these on their laptops, cars, water bottles, etc. By just having our logo on student’s belongings, we will be able to reach even more of our target audience.

Promotional MaterialsDecal To-Go Cup

Sleeves

Coffee sleeves are one of the easiest ways for us to promote our brand. Our customers will be the ones displaying it. If they pick up a to-go coffee and carry it around with them to work, school, etc, most likely other people will look at the sleeve and be intrigued by this new coffee shop they have never heard of. Some people might even ask the customer with the drink if they like Atticus.

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Promotional Materials Napkins

Our napkins expand even more on the authors that we have mentioned before. We want our shop to be just as much about hot beverages as it is about books and authors so by including the authors inlittle ways like this, really adds to the brand experience. The front of each napkin will feature a self portrait that is hand drawn and the author's name in cursive.

ShirtsPromotional Materials

To help promote our brand even further, we will sell Atticus t-shirts to our customers. They will sell for about $20. Our target audience is big t-shirt people so we believe that because of this we will have a good amount of sales. Each shirt will be white with a frocket in the front featuring the Atticus logo. On the back, the shirts will vary by author and author quote. We want to include famous author quotes on the back but replace a few of the words with things related to coffee.32 33

Promotional EventsAtticus Trivia Night will happen every Thursday night. All the trivia questions will be related to literature but also coffee. The different categories will include books, authors, grammar, writing and coffee facts. Each team can only have up to 4-5 participants. Trivia will start around 7pm and will last to about 10pm. If you win trivia night, each person in your team will receive a free Atticus t-shirt. If you get second place, each member will receive a free decal. This is a great and fun way for you and your friends to spend your evening. All participants will also receive 10% off any beverage or food item that they order during the game.

Trivia Night Book ClubPromotional EventsAtticus Book Club will meet the first Monday of every month. Anyone is welcome to join the book club. Each meeting will involve the discussion of the previous book that was read the month before and the distribution of the new book for the next month. Book Club starts at 7pm and usually lasts till 9pm. It is a great way to meet so many new people and to also get introduced to so many different novels and authors. Atticus: Sip & Study will also provide free coffee to the participants of the club during the club meeting times.

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What is Hooked? Hooked is an app allowing local restaurants to place deals and discounts for their food on. The deals however only last for a limited time (anywhere from an hour to a couple of hours) which makes it an incentive for people to go and quickly get the deal. This app is a great way to promote a new brand because you are able to bring people in easily. Everyone loves a good discount, therefore, people won’t be able to resist coming to try the beverages. You just need to be able to get a customer to come once and then they will be hooked on Atticus. Hooked is also very popular among our target college aged audience therefore it is smart to join.

Promotional EventsHooked App

Social MediaInstagram

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InstagramSocial Media Social Media Facebook

38 39

Outdoor Bus Ads

We wanted to incorporate our famous authors used throughout our shop into our advertisements to really tie it all together. Our ads are mostly for social media as our target audience is college students who are all over facebook, instagram, etc. Our instagram posts will feature a photo of a hand drawn author along with one of their quotes incorporating coffee words with a coffee mug stain on it as well. The caption will involve some humor and attract customers to come in. Besides those, we will also post a lot of coffee pictures on our page. Our facebook cover photo will be the same as the author instagram posts but will just be on our company facebook page. Along with social media, we also want to take advantage of transportation advertisements in college towns. So many students take buses to and from class so it is a great way to advertise and grab their attention.

Our Reasoning

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