mido cafe rebrand

2011/12 – Semester 2 SD3232 Contemporary Chinese Design For Global Markets Jonathan Mak Long 10217223D Project brand: Mido Cafe Team members in Phases 1 & 2:Lau Ka ManLi Ting TingPang Ho JingKyle Knapp

SD3232 Contemporary Chinese Design For Global Markets

Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223DPhase 3A

Brand Identity Design Concepts


Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223D

EmotionalApproachable

- Takes it easy but energeticHas character

- Local, quirky & playfulBold, more flamboyant

Logical“Refined randomness”- An intentional mishmash of various elementsFashionable

- Keeps in touch with the times

Phase 3ABrand Identity Design Concepts

Selected Design Concept

Essence“We are the quirky little brother of the original cafe. Our heritage

is something to be proud of, but we would like to reinterpret it in an exciting, youthful way so that this generation can connect and bond as the older patrons did, and enjoy a revamped, refreshing Mido experience.”

Target customerPlace of birth: Hong KongAge: 21 years oldOccupation: Student at City University of Hong Kong. Part-time salesperson atH&MPersonality: Not the most extroverted person, but enjoys spending time with friends. Considers himself to have good taste. Conscious of current trends, but has an interest in history and culture.Interests:

- Reading in Pacific Coffee on his own- Hanging out with friends at upstair cafes in Mong Kok during weekends

- Playing the ukulele- Bowling- Playing chess- Visiting museumsFavorite brands:

“I like going to Mido because it is different. It has a cool vibe, but still has the laid-back atmosphere of theMong Kong upstair cafes I usually visit.It’s a hip place, but the human touches make my visits there quite relaxing and intimate. It is also quite reasonably priced for the unique experience I get to have”

KeywordsRespectful parody, Surprises, Twists on traditional elements, Fun, Dynamic, Light-hearted

PositioningHeritage ⍉○○○○●○○○○ FashionableFormal ○○○○⍉○○○●○ CasualHeritage ⍉○○○○●○○○○ FashionableFormal ○○○○⍉○○○●○ Casual




Selected Design Concept

“The Old is Now In”, “In with the Old”, “So Old We’re Cool”...?

The charm stems from the eclecticism,the carefree attitude:

“Anything Goes”「乜都得」




Design directions

Modernvisual elements

Old wordmarkupdate

Chinese& Englishcombined




Trial applications


Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223DPhase 3B

Brandmark Design Refinement



Phase 3BBrandmark Design Refinement

Selected concept

I am quite pleased with the vertical version of the previous logos, but they all rely heavily on the dominant use of an expansive brown background, and are difficult to apply across different conditions.

The containerExploration and fine-tuning.



Phase 3BBrandmark design refinement

Logos

Large 100%

Small 30%

⊗ ⊗




Color Palette

PrimaryColors

Colors inthe logo

SecondaryColors

C: 17%M: 1%Y: 70%K: 0%

C: 16%M: 67%Y: 94%K: 3%

C: 25%M: 0%Y: 8%K: 0%




Typography

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis lacinia, risus in pulvinar ornare, eros erat feugiat risus, eget egestas arcu tortor eu tellus. Aliquam sit amet risus rutrum tortor volutpat luctus vel in quam. Morbi eget orci ut nisi sodales

FZYao Ti

American Typewriter Light & Bold




Brand Identity Signature

XX

X

X

1.5 X

1.5 X

1.5 X

1.5 X

No fixed placement of the tagline or alignment of the logo within the bounding box, as long as it is not exceeded.





乜都

得乜都得乜得

都

Consistent typographic voice

Appropriate contrast & overlapping. Should not obscure the name





都

得乜都得

乜乜都

得




Other Identity Elements

The container & other bits and pieces

The “Mido Face”




Touchpoints (works-in-progress)

I MIDO


Project brand: Mido Cafe 2011/12 – Semester 2Jonathan Mak Long10217223DPhase 4

Final Touchpoint Applications



Phase 4Final Touchpoint Applications

2D Touchpoints — membership card

油麻地廟街63號地下G/F, 63 Temple Street,

Yau Ma Tei23846402

乜都

得




2D Touchpoints — menu




3D Touchpoints — neon sign




3D Touchpoints — interior




4D Touchpoints – website




4D Touchpoints — TV spot

http://www.youtube.com/watch?v=UxAHZ_yu_fs

乜都

得

Thank you.

mido cafe rebrand

Documents

global marketsproject

global markets jonathan

mido experience

mido cafe team members

original cafe

d project brand

quirky playfulbold

hong kongage