canvas, crayon & cafe
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CompanyReport
Submitto
JamesR.Haft
By
VinitaKasemsupapun5045364328
SarintornPuangyoykaew5045466628
OrakarnChantaramungkorn5045376928
Canvas,Crayon&Cafe
Businessdescription:
Ourbusinessisanartcaféthatcombinesabakerycafé,anartsuppliesstore,andanartschoolintoone.Astheartcaféaimstoattractartloversofallageswhoenjoypaintinganddrawingaswellaseatinganddrinkinghomemadedesserts,itwilloffercustomersartsuppliesfromallovertheworldincludingwaterpaints,oilpaints,pencilcolours,brushes,canvases,artpapersetc.aswellashomemadedessertdishesthatarefilledwithcoloursandflavours.Customerswillbeabletopurchasetheartsuppliesandtaketheirtimeworkingontheirartpiecesrightatthecafé.Theartcaféwillalsobedividedintonumbersofzonestocaterdifferenttypesofcustomergroupsincludingthekidzone,thegardenzone,andthelivingroomzone.Varietyofartclasseswillbeavailableforbeginnersthroughtomoreadvancedcustomersdaily,whileartexhibitionsandworkshopswillbeconductedonaregularbasis.Theartcaféisacasualmeetingplaceforthosewhowanttolearnandsharetheirpassionforartwhile
enjoyingtheirdessertsandfeelingrightathome.
Vision:
Tobecomeafriendlyandvibrantcommunitycenterthatconnectsandinspirespeoplefromallwalks
oflifethroughart,apieceofcake,andacupofhotchocolate
Mission:
Acaféwhereanyonecangetintouchwiththemselvesandsharestoriesinlifewithfellowlike‐minded
friendsthroughartusingourbestqualityartsuppliesinafriendlyatmosphere
Targetgroups:
1.Universitystudents(age18‐22)
2.Youngadults(age23‐30)
3.Parentswithyoungchildren(age26‐40)
Althoughtheymayvaryinage,theydosharecommoncharacteristics.
Themostimportantthingistheyenjoyartintheirpastimeafterworkorstudy.Thus,theyare
sometimestootiredtocleanupafterdrawingorpainting.Moreover,astheyliveinurbanareaas
Bangkokandmayliveinlimitedspacessuchasapartments,theymightnothaveinspirationalspaceto
createanartpiece.Theyalsodonothaveproperequipmentstokeeptheirartsuppliesingood
conditions.Althoughtheyareamateurartists,theyaremotivatedtomaketheirartsqualityonesto
representthemselves,makingthemattractedtoqualityproducts.Bachelordegreeorhighereducation
backgroundaswellasexperienceinforeigncountriesallowthemtobemoreopentooptionsintheir
livesincludingartsupplies.Thetargetgroupshavemoneytospendastheyarefrommiddletohigh
sociologicalclass.Therefore,theycanaffordproductsandservicesatCanvas,Crayon,andCaféthat
addressandsolvetheirtroublesomesituationswhilemakinganartwork.
Branding:
1.Name:“Canvas,Crayon&Café”
Thenameclearlyreflectsourbusinessintention–tobeacombinationofanartsuppliesstore,anart
school,andabakerycafe.Thewords“canvas”and“crayon”alsoreflectourtargetcustomers.
Specifically,“canvas”representsourthreedirecttargetgroups–universitystudents,youngadults,
andparentswithyoungchildren–aswellasgivingasophisticatedimage;whereas,“crayon”
representstheindirecttargetgroupwhichisyoungchildrenaswellasyieldingfriendlyimage.
Moreover,therepetitionoftheletter‘C’alsohelpscreateaniceflowtothepronunciationofthename,
makingiteasiertoremember.
2.Logo
Thelogothatwe’vechosenistheresultfromthe
combinationofthestrengthsofourfirstthree
initiallogos.Afterthesurvey,wehavecollected
allfeedbackandrecommendations;fromwhich
ourfinallogowascreated.
Thecoffeecuprepresentsthecafépartofour
businesswhilethemosaicsquaresrepresentthe
artpart.Thethreedifferentcolorsusedoneach
partofourbusinessname,CanvasCrayon&Café,
alsorepresentsthethreezonesinourartcafé.
Thegreencolorintheword‘Canvas’represents
thegardenzone,theyellowintheword‘Crayon’
representsthekidzone,andthepinkintheword
‘Café’representsthelivingroomzone.
Asawhole,we’vemadeourlogoquitecolorfulinordertoexpressthefun,lighthearted,andartistic
positioningofourartcafé.
3.Slogan:“ColourYourLife”
AsourArtCafeisallaboutart,joy,andexperiencing,theslogan‘ColourYourLife’directlyrepresents
thisstrongpositioningofourbusinesstowardsthecustomers.
Theword‘colour’canbeinterpretedintodifferentmeanings.Forexample,theword‘colour’could
simplyhavethedirectconnotationofArtoritcouldconnotethefeelingofbeinglively,fun,orhappy.
Byusingtheslogan,wealsointendtoexpressourbusinesspursuetobemorethanjustanartschool,
anartsuppliesstore,oracafe,butsomethingthatwouldbringhappinessandjoytoourcustomers
lives.Furthermore,theslogancanbeappliedtoallofourtargetcustomersgroupsaswell.
4.Storeenvironment
Thethreezones:
• Thekidzone
o Thiszonewillbedecoratedwithcolourfulminiaturefurnitureforlittlekids.The
wallswillbepaintedinwhite,sothatchildrencustomerswillbeabletopaintand
expresstheirartideasdirectlyonthewall.
• Thegardenzone
o Thegardenzoneisanoutdoorzoneforpainterswhoenjoyandgetinspiredbythe
relaxingoutdoorscenery.Thegardenwillbecoveredwithflowers,trees,fountains,
andwaterfalls.Whitechairsandtableswillbescatteredaroundthegarden,allowing
customerstoenjoytheirprivatespace.
• Thelivingroomzone
o Thislaid‐backzonewillimitatetherealenvironmentofalivingroom.Withlight
musicplayinginthebackground,thecustomerswillbeabletounwindonthe
couchesandpaintwhilehavingtheircoffeeanddeliciouscakes.
Artsuppliesstore
Varietiesofartsuppliesfromallovertheworldwillbedisplayedhereforsale.Allthewaterpaints,oil
paints,andpencilcolourswillbedisplayedoneachseparatewallsinthestore,wherecustomerswill
beabletofindanycolourpossible.Thecanvasesandthebrusheswillbedisplayedrightinthemiddle
ofthestore,socustomerswillbeabletochooseandgrabthemeasily.Othermiscellaneousart
supplieswillbeorderlydisplayedontheshelvesaroundthestore.
Cafe
Varietiesofbest‐qualityhomemadecakesanddessertswillbedisplayedinthelargecakedisplay
fridgeandcakestands.Freshlybrewedcoffeewillbemadeandserveddirectlyfromthecoffeebar,
whileotherbeverageswillalsobefreshlymadebehindthecounter.
5.Customergallery
CustomerscandisplayanyartworkthattheyhavecreatedattheCanvas,Crayon&Cafeatthecafe.
Theycanalsobuyorsellartpiecesthroughus.
6.Uniforms
• WhiteshirtandartistaproninCanvas,Canyon&Cafe’scolours
• Artsuppliesintheapron’spockets
7.Events
Artexhibitions
Canvas,Crayon&Cafewillholdartexhibitionsatourcustomergalleryregularly.Unliketheusual
customergallerythatcustomerscandisplayanyartpieces,forexhibitionstheirworkhastobe
relevantwiththetheme.Notonlytheexhibitionwillactasachannelforartbuyersandsellers,butit
alsowillencourageourcustomerstocreatetheirwork.
Talksandworkshopsfromartists
Aswefoundfromthesurveytestingvisionandmission,wefoundthatthesurveyparticipantswere
attractedbywordssuchas“share”and“inspire.”Therefore,byarrangingtalksandworkshopsfrom
well‐knownartists,Canvas,Crayon&Cafehopestoencouragesharingofknowledge,techniquesor
ideasthatwillinspireourcustomerstocreatetheirartwork.
MarketBackground:
Thetrendofartsandcrafthasbeenrevivedgloballyduringthepastyears.Knittingclubs,thetrend
thatoriginatedintheUnitedStatesthenspreadtoEuropeandAsia,tobeginwith,peopleacrossthe
globeenjoyspendingtimewiththeirfriendsandhobbiesthattheylikeandsharingtipsand
techniques.Knittersofallagesandgendersgatherincoffeebars,pubsandclubs.
Therefore,someentrepreneurssawopportunitiesofthepair,knittingandcafé,andcreated
businessesthatevolvearoundthem.BigKnitinThailand,forexample,gainedasignificantpublicity
whenitwasfirstlaunchedin2008bybeingthefirstknittingcaféinThailand.BigKnitissuccessful.
Becauseofitsreputationinthegenre,atthebeginningofyear2011,itevenbranchedoutto
publishingitsownknittingbook.
Whileknittingclubsandcaféshaddominatedthemarket,otherbranchesofartsandcraftsbeganto
drawsomepublicattentionandinvestorsin.SewingcafésasLinkleinBerlinandSweatShopinParis
madebignewsnotlimitedtotheircountriesandreceivedmuchcomplimentsasbeing“creativeand
innovative.”Theyaresaidtoberespondingthetrendofpeoplereturningtohomemadefashion.
Ourcompanyperceivesthatthisisagreatopportunitytoutilizethisemergingtrendwhilebeing
creativeandinnovativeonouruniquesellingpoints.BybeingthefirstofitskindinThailand,wehope
todeliveruniqueexperiencetoourartlovercustomers.ThefollowingSWOTanalysiswillgiveamore
thoroughunderstandingorbothinternalandexternalfactorsaffectingthebusiness.
SWOTAnalysis
Strengths Weaknesses
ThefirstofitskindinThailand
Exclusivelyimportedartsupplies
Artschoolforeveryageandlevel
Selectedhomemadebakery
Price→Offeronlyimportedartsupplies
Lackofawareness
Opportunities Threats
Nodirectcompetitors
Increaseofattentionforartandcraft
Goingtocaféasahiplifestyle
Highcompetitionresultedfromthepopularityof
cafebusinesses
Limitedsizeofartbusiness(buying/selling
artwork)inThailand
Implications:
• Wecanjustifythehighpriceofourartsuppliesbyofferingexclusivequalitybrandsthathave
stronguniquesellingpoints.Therefore,customerscannotfindothersubstitutesexcept.
• BecauseCanvas,Canyon&CaféwillbethefirstartcaféinThailand,wewillinveston
promotingituniquesellingpointduringitslaunchtogainawarenessandtodifferentiateit
fromothercafés.
Competitors
DirectCompetitors:
WehavenodirectcompetitorswhopositionthemselvesasanartcaféasCanvas,Crayon&Cafe.
However,therearealotofindirectcompetitorsthatmightbeachoiceofplaceforcustomersto
choosetogo.
IndirectCompetitors:
BigKnitCafe
Uniquesellingpoint:Combinationofacafé‐stylerestaurant,aknittingsupplystore,andaknitting
school.Itclaimstobetheonlycompanythatimportsbrandnameyarn.
Location:NaturalParkBuilding,SukhumvitSoi49
Customers:celebrities,socialelites,youngmoms,andcollegestudents
AfterYouCafe
Uniquesellingpoint:AdessertcaféofferingarangeofJapanesestyledessertsandall‐daybreakfastin
arelaxingenvironment
Location:J‐Avenue,Thonglor13;LaVilla,Ari;GroundFloor,SiamParagon
Famousmenus:ShibuyaHoneyToast,all‐daybreakfast
Storeenvironment:Outdoor/gardenareaprovided(acouplebenchoutsidesurroundedbysmall
greentreesandanumbrella)
3.CakewalkCafe
Uniquesellingpoint:Aplacethatyoucanfeelatasteoffashionandenjoycustomizedcakesfor
variouseventssuchaswedding,anniversary,graduation,birthdayetc
Location:GrandHeritageBuilding,ThonglorSoi13
Famousmenu:AcakeintheshapeoftheiconicChanelhandbag
Service:canberentedforsmallpartiesandfunctionsandrecentlyopenedabakingschool
4.QCafébyQconcept
Uniquesellingpoint:AverydecorativeVictoriana‐inspiredvintageItalianrestaurant
Location:MidtownBuilding,Sukhumvit55,ThongLor
Offers:Italiandishes,wine,coffeeandbakery
5.CheesecakeHouse
Uniquesellingpoint:Aplacewhereyoucanfindvarietiesofsimple,homeystylemenus
Location:ThongLorSoi20
Offers:delicioushomemadecheesecakesandotherbakedgoodies,hotandcoldbeverages,anddishes
suchasporkandoyster
Service:Freeinternetconnectionforcustomers
APPENDIX
NAMETESTINGSURVEYONANARTCAFÉGeneralinformation
Gender: ❏Male ❏Female ❏Other
Age: ❏18–22 ❏23–28 ❏28andabove
Education: ❏Highschool ❏Currentlyattendinguniversity ❏Graduatedfromuniversity
Incomepermonth: ❏Lessthan10,000 ❏10,001–20,000
❏20,001–30,000 ❏30,000andabove
Doyouhavekids: ❏Yes(howmany)_______ ❏No
Businessdescription
Ourbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.
Offers:
• Qualityartsuppliesfromallovertheworld
• Homemadedessertdishesthatarefilledwithcoloursandflavours
• Differentzonessuittodifferentcustomers’taste
o kidzone
o thegardenzone
o thelivingroomzone
• Dailyvarietyofartclassesforkidsaswellasforbeginnersthroughtomoreadvancedcustomers
Nametesting
1.Giventhedescriptionabove,whatdoyouthinkwouldbethepossiblenameforthestore?
______________________________________________________________________________________________________________
2.Pleaselistwhatdoyouthinkofwhenyouhearthefollowingnames:
Vivid Paintme Canvas&Crayon
1.___________________________ 1.___________________________ 1.___________________________
2.___________________________ 2.___________________________ 2.___________________________
3.___________________________ 3.___________________________ 3.___________________________
3.Giventhedescriptionabove,pleaserankthenamesonthefollowingfactors:(1beingthebestand3beingthe
worst)
Appropriate Meaningful Memorable Understandable Pronounceable
Vivid
PaintMe
Canvas&
Crayon
4.Pleaseranktheoverallaspectofthenames(1beingtheonethatyoulikethemostand3beingtheonetheyou
liketheleast)
_____Vivid _____PaintMe _____Canvas&Crayon
5.Doyouthinktheword“café”isessentialinthename?(E.g.VividCafé,PaintMeCafé,Canvas,Crayon&Café)
❏Yes ❏No
VISIONANDMISSIONTESTINGSURVEYONANARTCAFÉGeneralinformationGender: ❏Male ❏Female ❏OtherAge: ❏18–22 ❏23–28 ❏28andaboveEducation: ❏Highschool ❏Currentlyattendinguniversity ❏GraduatedfromuniversityIncomepermonth: ❏Lessthan10,000 ❏10,001–20,000 ❏20,001–30,000
BusinessdescriptionOurbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.Offers:
• Qualityartsuppliesfromallovertheworld• Homemadedessertdishesthatarefilledwithcoloursandflavours• Differentzonessuittodifferentcustomers’taste
o kidzoneo thegardenzoneo thelivingroomzone
• Dailyvarietyofartclassesforkidsaswellasforbeginnersthroughtomoreadvancedcustomers
Visiontesting
Vision:
Tobecomeafriendlyandvibrantcommunitycenterthatconnectsandinspirespeoplefromallwalksoflife
throughart,apieceofcake,andacupofhotchocolate
1.Doyouthinkthevisionreflectsourbusiness? ❏Yes ❏No
2.Isiteasytounderstand? ❏Yes ❏No
3.Doyoufeelinspiredbythevision? ❏Yes ❏No
Why?______________________________________________________________________________________________________________
4.Whichpart(s)ofthevisioncaptureyourinterestthemost?
____________________________________________________________________________________________________________________
5.Whichpart(s)ofthevisioncaptureyourinteresttheleast?Howdoyouthinkitshouldbeimproved?
____________________________________________________________________________________________________________________
6.Doyouthinkourvisionisachievable? ❏Yes ❏No
Why?______________________________________________________________________________________________________________
Missiontesting
Mission:
Acaféwhereanyonecangetintouchwiththemselvesandsharelifestorieswithfellowlike‐mindedfriends
throughartusingourbestqualityartsuppliesinafriendlyatmosphere
1.Doyouthinkthemissionreflectsourbusiness? ❏Yes ❏No
2.Isiteasytounderstand? ❏Yes ❏No
3.Doyoufeelinspiredbythemission? ❏Yes ❏No
Why?______________________________________________________________________________________________________________
4.Areyouinterestedinworkinginthiskindofbusiness? ❏Yes ❏No
5.Whichpart(s)ofthemissioncaptureyourinterestthemost?
____________________________________________________________________________________________________________________
6.Whichpart(s)ofthemissioncaptureyourinteresttheleast?Howdoyouthinkitshouldbeimproved?
____________________________________________________________________________________________________________________
7.Doyouthinkourmissionisachievable? ❏Yes ❏No
Why?______________________________________________________________________________________________________________
NAME,VISION,ANDMISSIONSURVEYRESULTSANDANALYSISNametestingNameselected:CanvasCrayon&Café
• 9/15=60%ofpeoplelikedCanvas&Crayonthemost.• 12/15=80%ofpeoplethoughtheword“cafe”isessentialinourbusinessname
Canvas&Crayonwashighlyratedinappropriateness,understandability,andmemorabilityNote:EventhoughoverallCanvas&Crayonwasn’trankedthehighestinallcharacteristicscategories,thesurveyparticipantslikeditthemostoutofthethreenames.WhatdotheythinkofwhenhearCanvas&Crayon
• Colorful• Painting• Pastel• Art/Artist/Artshop• Kids• Creativity• Sophisticatedpainting/work• Veryartistic
WhatdotheythinkofwhenhearVivid:
• Oilcolor• Acryliccolor• Colors• Strong• Boldcolor• Yellow• Freedom• Rhythmoflife• Senseofcommunity
WhatdotheythinkofwhenhearPaintMe:
• Bodypaint• Painting• Sexual• Artclass/Artschool• Handmadeshop• Playful• Fun• Relaxation• Messiness• Kids• Colorpencil
Note:AlthoughPaintMerankedsecondinpopularity,theassociationsofthenameistoobroad,inconsistent,andconfusing.Suggestedname:
• Brushed&Cakes• SweetMeUp• ColorfulDay• ColorfulBake• RainbowBun• WhiteSpace• LittleArtist’sCafé
Visiontesting1.Doyouthinkthevisionreflectsourbusiness?>>100%Yes2.Isiteasytounderstand?>>100%Yes3.Doyoufeelinspiredbythevision?>>100%Yes
• “Ilikeartpersonally.”• “Thetoneandstyleisinspirational.”• “Itseemslikeachicplace.”
4.Whichpartsofthevisioncaptureyourinterestthemost?
• “Hotchocolate”• “Allwalkoflife”• “Connectandinspirepeople”• “Inspirelifethroughart”
*Note:Itcanbeimpliedthatourtargetgroupwantstobeinspired;therefore,ourcafécanconsiderimplementingeventsandactivitiesthathelpinspirethem.6.Doyouthinkourvisionisachievable?>>100%Yes
• “Yes,soundnottooout‐of‐world”• “Reasonable”• “Theofferswellreflectthevision”
Missiontesting1.Doyouthinkthevisionreflectsourbusiness?>>100%Yes2.Isiteasytounderstand?>>100%Yes3.Doyoufeelinspiredbythemission?>>100%Yes
• “Ilikeart.”• “Friendlytoneofthesentence.”
*Note:Asseeninbothvisionandmission,thereasonthesurveyparticipantsfeltinspiredwasbecausetheylikeart.4.Areyouinterestedinworkinginthiskindofbusiness>>80%Yes5.Whichpartsofthevisioncaptureyourinterestthemost?
• “Artsupply”• “Bestartsupplies/friendlyatmosphere”• “Sharelifestoriesthroughart”
*Note:Sinceourtargetgroupispeoplewholikeart,theword“art”and“artsupplies”attractedthemost.6.Doyouthinkourvisionisachievable?>>100%Yes
• “Getintouchwithpeople”• “Soundstookiddy.Noonegatherandpaintatthemall”
7.Doyouthinkourmissionisachievable?>>100%Yes
• “Realistic”• “Soundnotthatdifficult”• “Matchwithbusiness”
LOGOTESTING
Ourbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.
Offers:
• Qualityartsuppliesfromallovertheworld
• Homemadedessertdishesthatarefilledwithcoloursandflavours
• Differentzonessuittodifferentcustomers’taste
o kidzone
o thegardenzone
o thelivingroomzone
• Dailyvarietyofartclassesforkidsaswellasforbeginnersthroughtomoreadvancedcustomers
LOGOTESTING
Logo1
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______attention‐getting
Doyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________
Logo2
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______attention‐getting
Doyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________
Logo3
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______attention‐getting
Doyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________Whichlogodoyoulikemostoverall?Pleaserank.___________________________________________________
LOGOTESTING
Ourbusinessisanartcaféthatcombinesabakerycafé,anartsupplystore,andanartschoolintoone.
Offers:
• Qualityartsuppliesfromallovertheworld
• Homemadedessertdishesthatarefilledwithcoloursandflavours
• Differentzonessuittodifferentcustomers’taste
o kidzone
o thegardenzone
o thelivingroomzone
• Dailyvarietyofartclassesforkidsaswellasforbeginnersthroughtomoreadvancedcustomers
LOGOTESTING
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______attention‐gettingDoyouthinkthelogorepresentsthebusinesswell?Why?________________________________________________________________Whichpartofthelogocatchesyourattentionthemost?___________________________________________________________________Whichpart(s)ofthelogoyoulikethemost?________________________________________________________________________________Whichpart(s)ofthelogoneedimprovement?Why?_______________________________________________________________________
SLOGANTESTINGLifeiscolourful
Pleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______understandable______pronounceable______attention‐gettingDoyouthinkthesloganrepresentsthebusinesswell?Why?______________________________________________________________Whichpartoftheslogancatchesyourattentionthemost?________________________________________________________________Whichpart(s)ofthesloganyoulikethemost?______________________________________________________________________________Whichpart(s)ofthesloganneedimprovement?Why?_____________________________________________________________________ColouryourlifePleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______understandable______pronounceable______attention‐gettingDoyouthinkthesloganrepresentsthebusinesswell?Why?______________________________________________________________Whichpartoftheslogancatchesyourattentionthemost?________________________________________________________________Whichpart(s)ofthesloganyoulikethemost?______________________________________________________________________________Whichpart(s)ofthesloganneedimprovement?Why?_____________________________________________________________________KeepinglifecolourfulPleaseratethefollowing(5beingthebestand1beingtheworst)
______appropriate______memorable______meaningful______believable______understandable______pronounceable______attention‐gettingDoyouthinkthesloganrepresentsthebusinesswell?Why?______________________________________________________________Whichpartoftheslogancatchesyourattentionthemost?________________________________________________________________Whichpart(s)ofthesloganyoulikethemost?______________________________________________________________________________Whichpart(s)ofthesloganneedimprovement?Why?_____________________________________________________________________
‐THANKYOUFORYOURCOOPERATION‐
LOGOANDSLOGANSURVEYRESULTSANDANALYSIS
Logotesting
StrengthColorfulsquarescatchattentionWeaknessesTooplainSquaredoesnotrepresentthebusinessLackofcafébusinessangleStrengthPaletteandcoffeecuprepresentthebusinesswellWeaknessesClutter–toomuchisgoingonLackofconsistencyinfontsusedNote:Asallthreeofourproposedlogoshadweaknessesandnoneofthemhadstoodout,werejectedthemaswellascreatedanewlogothatcombinedthestrengthsandaddressedweaknesses.Thenwetestedagainusingthesamequestionsandgotpositivefeedback.Slogantesting
Colouryourlife
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