Solving Problems
For the DLO of Problem Solving, Box Park Sushi best illustrates subject matter mastery This new “client” had no logo, no media plan, needed to attract more customers and increase revenue. It was located on the busiest side of Milwaukee, the east side. Not only was research necessary on the brand and competitors, but research was needed into viable solutions other industry leaders had previously used. These potential solutions were ranked and ordered based upon feasibility, viability, and efficacy.
I started with an internet search of the types of Sushi, and the methodologies of preparation.
There are two main methods of preparation: one is the standard more inhumane method of suffocation. While this method is widely adopted and easy to use, it causes the fish great stress. It also diminishes the longevity of the product, allowing it to be stored only three to five days. The taste is also degraded.
The next method is known as “Ikejime.” This kills the fish in a more humane way so that no stress or lactic acids can build up, allowing the fish to last up to 2 weeks, with a fresher taste.
This is important to the problem solving process because it determines the price point of the product, and subsequently, the desired target demographic. After the aforementioned research was conducted, it was concluded that BoxPark Sushi would target a middle to high class consumer, with a substantial amount of disposable income. The decision was reached by also including information on who the competitors target demographics are.
Initial research had to do with how to categorize the restaurant’s style. That would greatly impact the sort of demographics that would be targeted. Basic research into the product of sushi was the first step to be completed, however. The types of sushi, methodologies of preparation, and ambiance of establishments was researched.
The next research that impacted the problem solving process was seeing what various entities in the sushi restaurant business use as logos for their brands. inspiration. Asian Fusion and Fusion Poke were the brands reviewed. Both restaurants were standard Chinese restaurants. The notion to set BoxPark apart from that is what inspired the tagline of “Just simply fresh Japan.” Feedback and further research, however, were the catalyst for ultimately changing the tagline to “Simply Japan.” As Felton recommends, the ultimate decision was made to “Forget clever, be clear.” (Felton, 2013) Additionally, Morr’s guidance was followed, as well. This resulted in the use of a Combination Mark. “Because a name is associated with the image, a combination mark is a versatile choice, with both the text and icon or mascot working together to reinforce your brand”. (Morr 2019)
Research regarding the appropriate color pallet was also imperative to the problem-solving process. The color design chosen for the logo embodied a day and night contrast. This color combination is a great example of the power of contrast. The strong, bright hues of the yellow and orange are balanced by the indigo and navy tones, creating an overall effect that is powerful without being in-your-face. Orange and yellow are known in restaurant branding to represent a sense of happiness and fresh quality product, while blue overtones will help the restaurant evoke a feeling of relaxation and, surprisingly, thirst. (Restaurant Insider, 2018)
Early logo design
Final logo design
Next would be making media assets
The carry out food bag I designed is an additional tool that is designed to help position the brand and convey the brand’s purpose and spirit to potential and current consumers of the product. The carry out food bag is a non-standard shape. This alludes to the fact that BoxPark Sushi isn’t ordinary. The bag is black which hints at classiness and superiority, as well as authority. This helps instill trust in the consumer that BoxPark Sushi will follow through with its promise to deliver wholesome, nutritious food which has been prepared in the optimal conditions and manner. As with every other asset, consistent and familiar colorization and typography helps build brand recognition and loyalty, as well as keep the flow of each asset, thus connecting back to the restaurant. Additionally, the carry out food bag alludes to being hip and trendy by having thought outside the bounds of a traditional take out bag. The bag’s shape is trend that “all the cool kids” will surely want because of the freshness and quality of the food. The innovation of the bag’s design further conveys the voice and tone of the brand as being a leader in the restaurant community by, much like Apple which is also thought of as a hip and trendy brand, “thinking different.”
The Billboard asset is designed to be displayed in a high traffic area to build upon brand awareness. This billboard is also designed with brand positioning in mind. BoxPark Sushi wishes to occupy a part of the consumer’s mind that is larger than what the competitor occupies. The billboard will convey the sense that BoxPark Sushi is best equipped to meet the desires of potential customers than any other competitor. Additionally, this billboard asset conveys the voice and tone of BoxPark Sushi in a number of ways. Familiar fonts, color palette and imagery works to build brand recognition. These things, in turn, help convey the voice and tone of the brand via their style and the connotations of these styles. The brand’s voice and tone is hip and trendy, yet family friendly, with something of appeal to all. BoxPark Sushi also takes pride in using the finest preparation and cooking methods, as well as appealing plating and delivery, as conveyed in the photo used. All of these things will build not only recognition, but brand loyalty, as well.
The bumper sticker asset is designed to help position the brand and convey the brand’s purpose. Customers are going to ask why they should choose a brand what makes that particular brand special. The Maximization of advertising dollars by getting customers to use the bumper sticker is another key facet of this asset. It communicates the voice and tone of the brand through familiar and consistent colors and typography. The bumper sticker makes use of colors and typography that suggest a tone of hip and trendy, yet traditional Japan, while being distinctly for everyone, as far as having a variety of wholesome foods available to consumers. There is both a QR code a telephone number on the bumper sticker, conveying to the consumer that BoxPark Sushi is up and running, and available to meet the needs and requests of their current and potential consumer base. The styling of the brand is tonally and visually the same as other assets, thus building familiarity, and strengthening brand loyalty. The fish image conveys the wholesome goodness of the product, while the font suggests some traditional aspects of the Japanese culture, merged with modernism, which further alludes to the hip and trendy voice and tone of the brand.
The Banner asset is designed to be displayed along roads, and close to the vicinity of the restaurant, such as at the mall itself. This is a popular trend amongst “hip and trendy” restaurants of all sorts. The stylistic components of the flagpole asset, however, will convey more than just “hip and trendy” to the consumer. The wording “simply Japan” alludes to the simplistic ingredients and wholesome goodness of the food BoxPark Sushi offers to its consumers
A brand style guide was made for the BoxPark Sushi brand. The link is found here: Issuu
References
Inkbot Design. (2017, February 16). 20 Innovative Signage Ideas for Small Businesses.
Retrieved from https://medium.com/inkbot-design/20-innovative-signage-ideas-for-small-businesses-dfb85a3f7b58
VOX. (Jun 27, 2019). The right way to kill a fish [Video file]. Retrieved from
https://www.youtube.com/watch?v=TS4AM9mPX-8
Chef, T. (2019, July 12). Design Experts Rank Best Restaurant Colors To Keep Guests Coming Back. Retrieved from https://upserve.com/restaurant-insider/customer-loyalty-and-restaurant-colors/.
Morr, K. (2019, August 30). Do you know the 7 different types of logos? Retrieved from https://99designs.com/blog/tips/types-of-logos/.