wasabi project book-wk 1

Wasabi Japanese Restaurant •

Tableofcontents

Section 1: ResearchResearch PaperProject OverviewTarget AudienceCreative Brief

Section 2: Creative DevelopementMoodboardLogo SketchesWebsite SketchesPrint AD SketchesMotion Graphic SketchesSketches for Mobile ApplicationMenu’s and Business Cards

Section 3: Style GuideLogo GuideLogo PartsTaglineDo not do thisLogo ColorsBrand ColorsPhotographyTypographyPrint GuidelinesOnScreen Guidelines

Section 4: Final DesignsStore and Takeout Menus Social Media MarketingPrint ADsMotion GraphicsPromotional ItemsConclusion

Research Section

Japanese Restaurant

Wasabi Japanese Restaurant • Page 4 Wasabi Japanese Restaurant • Page 5

ProjectOverview


CreativeBrief


WasabiTribes

Creative Development

Japanese Restaurant


MoodBoard


LogoSketches


SiteMap

Tweetwith meHomepage

Sign in/Order Sign in/Join

Order Con�rmation

Shopping Cart

Reservations

Con�rmationMenus

Lunch

Desserts

Sushi & Sashimi

Dinner - Entreés(cooked)

Appetizers

OrderDaily Deal

Sushi Facts/Promotions

Contact About

Con�rmation

Beverages

WebsiteSketches


PrintADSketches MotionGraphicSketches


MotionGraphicSketches


MobileAppSketches

Style Guide

Japanese Restaurant

Wasabi Japanese Restaurant • Page 27Wasabi Japanese Restaurant • Page 26

PrimaryLogo

This is the primary logo for Wasabi Japanese Restaurant. It is ver-tically oriented and should always be used in a manner consistent with it’s shape. Surrounding Space around the logo should always be relative to the spacing shown here. That is no other design element or type should be within a space that is at least the same measure as the height of the word “DELICIOUS”.

COME EAST FORDELICIOUS

Japanese Restaurant

DELICIOUS

DELICIOUS

DELIC

IOU

S

DEL

ICIO

US

SecondaryLogo


Japanese Restaurant

In the event that the logo is required to be placed on a dark back-ground, this secondary logo should be used to ensure visibility.


LogoParts


Japanese Restaurant

Fan

Company Name

Slogan

Black Bars

TaglineAlternative

FanThe Wasabi Fan is shown full color whenever possible. It is com-prised of red at 100% opacity alternating with the same red at 59% opacity to form the top part of the fan. The base is made up of two semi circles adjusted to fit the bottom shape of the fan. They both have alternating gradients which vary from a light orange to a darker version.

Company NameThe company name is comprised of the words Wasabi Japanese Restaurant placed in two lines. Wasabi is in caps with the “W” larger than the rest of the word. Japanese Restaurant is smaller with only the first letter of each word in caps. The typeface used here is Baskerville bold for Wasabi and Baskerville Regular for Japanese Restaurant. The color is 100% Black.

Black BarsThere are two black bars added above and below “Japanese Restaurant” to separate it from the other parts of the logo and slogan. The purpose of these graphics is to prevent the logo from appearing crowded. These bars are always present when the wording of the logo is used and like the wording, they too are always to be used at 100% Black

SloganThe Wasabi slogan is “Come East for delicious”. It is all caps in Helvetica Neue Light and it is the same red as the parts of the fan that are shown at 100% transparency. Come East For is always smaller than Delicious and are placed in such a way that they alight with each other on both the left and the right sides.v

Come East for Delicious is Wasabi’s tagline and should always be shown in two lines beneath the logo in the Wasabi Red and Hel-vetica Light. They should be sized in such a way that they align with each other on both sides. The logo can be shown without th



DoNot...


Japanese RestaurantCOME EAST FORDELICIOUS

Japanese Restaurant


Japanese Restaurant


Japanese Restaurant


Japanese RestaurantCOME EAST FOR

DELICIOUS

Japanese Restaurant

CO

ME EA

ST FOR

DELIC

IOU

S

Japanese Restaurant

Change the fonts

Use Pixellated

Rearrange parts of the logo

Distort

Place logo at an angle

Use drop shadows or any other effects

Change the color

ColorTreatments



Japanese Restaurant

Black and white or single color logo Greyscale logo



Japanese Restaurant

Full Color Logo


Japanese Restaurant


WasabiColors

PMS Color RGB CMYK HEX#

PANTONE 485C

205 23 22 13 100 100 4 #CD1716

PANTONE 425C

0 0 0 75 68 67 90 #000000

PANTONE 367C

150 201 70 46 0 94 0 #96C946

PANTONE 656C

233 236 243 7 4 1 0 #E9ECF3

PANTONE 1205C

252 225 156 2 10 46 0 #FCE19C

N/A 255 255 255 0 0 0 0 #FFFFFF

WasabiColors

The Wasabi brand has six mai colors derived from traditional Japanese photos and food from the moodboard. These colors in particular were chosen because of their frequent appearance in images of Geishas, Sushi and Wasabi which are all strongly associated with Japanese culture. The red has also been scientifi-cally linked with opening the appetite which is certainly useful in a restaurant atmosphere. The beige was chosen to help to create a warmer palette of colors since Wasabi is a family friendly environ-ment. The particular green chosen is the color of the Wasabi root for which the restaurant is named. The black, gray and white were chosen to add a strong element to the brand which will hopefully express the fact that Wasabi Japanese Restaurant intends to be around for a long time.

The first three colors shown here are the main colors of Wasabi Japanese Restaurant. The latter are to be used as background colors or on a dark background.

To be used as a background color or for reversed type.


Images

Approved images for use in Wasabi’s promotional and branding media include quality photography showing sushi, sashimi, nigiri as well as cooked Japanese dishes. These pho-tos must be complimentary to the food and Japanese cul-ture. Other photos that can be used are those of people of all ages and ethnicities represented in the neighborhood where Wasabi is located. These include: African American, Cau-casian, Asian, Latino, Indian, Caribbean and any mix of the above. Photos can show families or friends enjoying an obvi-ously Japanese meal (being that the target audience is mostly Westerners) and can include both genders and all ages.

Print ResolutionImages for print should be 300 dots per inch (dpi) and full colorv.

Web ResolutionFor quality viewing and quick loading time images to be used primarily on the internet should be between 72 and 96 dpi.

TelevisionIn the event that any media is created for the specific purpose of being shown on television or any other type of video the industry standard resolution is 150dpi.

Fonts

randomSUSHIfact #1,756

Japanese typically believe that nature cannot be improved. It is based on this reasoning that their food is usually very simple. As a result of this it is the chef ’s responsibility to arrange and prepare the food to enhance it’s natural beauty. To see an expert sushi chef at work and try his dishes be sure to join us for lunch or dinner.

More sushi facts like this can be found at: www.wasabijapanese.com/facts


Japanese Restaurant

15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552Present this ad to your server to receive 20% off any entrée on our menu.





Japanese Restaurant






Japanese Restaurant






Japanese Restaurant


AD headlines should follow the trend of the title of Wasabi’s newest Ad Campaign, “random SUSHI fact #1,756”• The typefaces used are Baskerville regular, semi bold and bold.• Each line of type should line up in a justified style with the next.• Upper and lowercase should be alternated depending on the shape of the words and ascenders and descenders.

Wasabi’s body copy will look much like this. Usually Black but can be any of the other two main colors. The point size is between 10 and 12 depending on the amount of content and the size of the media.

The call to action is Baskerville Bold and a little larger than the body copy. Must also include website or phone number depending on the nature of the content.

The Tagline is Helvetica Neue Light and it’s always shown in red when the Wasabi logo is shown in full color.

Headline Type

Body Copy

Call to Action

Tagline

Wasabi TypographyWasabi Japanese Restaurant uses two typefaces to represent itself. Baskerville (Regular, Semi Bold and Bold. and Helvetica Neue Light. As illustrated above the heading, body copy and call to action are all different versions of Baskerville and the slogan is shown in Helvetica Neue Light.


The structure of a typical ad contains a headline, body copy, call to action and contact information. The layout should be similar to the ad pictured here. Photo of food on white background accross the top half of the page. In the event that it does not go all the way to the edge a light gradient should be applied to the sides. A thin divider should be placed below the image separating it from the headline on the left and the body copy and call of action on the right. Another divider should follow this to separate the logo, tagline, address, phone number and website if not present any-where else on the ad. Any additional fine print would be placed below this.

The ad pictured here was designed to be printed at 8.5” x 11” but can easily be printed at a larger size or reduced for a smaller page size. If it is absolutely necessary to move anything to adjust the ad to a smaller size there is room for the header to be made smaller and still line up with the copy to the right of it or additional white space can be added at the top or bottom being that it does not bleed to the edge of the page.

In the event that this ad would have to be reproduced as a hori-zontal ad the photo would be on the left of the page with a divider to the right of it and the headline at the top right corner with the body copy below it. Another divider would be below everything followed by the logo and contact information centered below on a white background.

AdSpecs





Japanese Restaurant

15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552Present this ad to your server to receive 20% off any entrée on our menu. random

SUSHIfact #1,756




Japanese Restaurant


Website HomepageThe Wasabi homepage was designed with a width of 800 pixels and expands downwards to 740 pixels. Each page should be centered in the window and have a white background for any additional space in the window.

The main items on the homepage are as follows:- Info about the current promotion in the left column beneath the logo. - Reservation area- Wasabi’s Daily Deal

Items that should be on all pages- Social Media Icons at the bottom of the page.- The logo- Slideshow of images and diners- Navigation bar

OnscreenMedia

Japanese typically believe that nature cannot be improved. It is based on this reasoning that their food is usually very simple. As a result of this, it is the chef ’s responsibilityto arrange and prepare the food to enhance it’s natural beauty..

Be sure to join us for lunch or dinner to watch our amazing sushi chef at work.

Japanese Restaurant


15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552

Tweetwith me

Home About Menu Contact Promotions

Place an order

Make a Reservation

randomSUSHIfact #1,756 Wasabi’s Daily Deal

Spider Roll with soup or salad

$7.95

www.wasabijapanese.com

Welcome to Wasabi Japanese Restaurant

7/14/2011 7:00 PM

Email Address Password

1 person Submit

SubmitForgot password/username

Checkout Now [2 items]

Japanese Restaurant



www.wasabijapanese.com/appetizermenu.html

Welcome to Wasabi Japanese Restaurant

AppetizersLunchSushi and SashimiCooked EntreésBeveragesDessertsWasabi’s Daily Deal

Miso Soup $2.50Delicate broth with miso, seaweed, tofu and scallions [add to cart]

SoupsMiso SoupMushroom SoupClam Soup (seasonal)Fish SoupKani-Crab and Spinach soupChicken SoupTonjiroRed Spicy Girls Soup

SaladsGreen SaladSuper SaladWakame SaladAvocado SaladGrilled Chicken SaladSeafood Salad

Cold Seafood AppetizersSuno MonoBlue Island (Kani-Su)Spicy Conch SaladSpicy Octopus SaladSpicy Conch and Octopus Salad


$2.50$4.50Market Price$5.95$4.95$4.95$4.95$5.95

$6.95$3.00$6.95$6.95$8.95$9.95

$8.95$8.95$8.95$8.95$9.95

Japanese typically believe that nature cannot be improved. It is based on this reasoning that their food is usually very simple. As a result of this, it is the chef ’s responsibilityto arrange and prepare the food to enhance it’s natural beauty..

Be sure to join us for lunch or dinner to watch our amazing sushi chef at work.

Our random sushi facts shown in our ads are submit-ted by users like YOU to share knowledge and entertaining information abour our favorite food. Submit your favorite sushi fact below for a chance to get featured on in one of our ads as well as receiving a complimentary dinner for you and your favorite person with us one night.

Japanese Restaurant


15953 Pines Boulevard, Pembroke Pines, FL 33027-1201 (954) 443-4552

Tweetwith me



www.wasabijapanese.com/promotions.html

Random Sushi Facts

Email Address Password

Submit

Submit

Forgot password/username

Registered Users

First Name

Email Address

Last Name

City

Zip Code

Re-enter Password

Password

New Users


FinalApplications

Japanese Restaurant


StoreMenu TakeoutMenus


SocialMedia


PrintADs


MotionGraphic


PromotionalItems


Conclusion

wasabi project book-wk 1

Documents