Development of Brand
It was considered and important aspect to develop a brand within the project that would suit the concept of the building - a restaurant with bar, deli, cafe and cooking school. There were many factors behind the considerations of names that could be used and the deeper meaning behind their selection.
Name considerations included - Taste, Five, Sense, The Sensory
The selected name for the building is "The Sensory".
Name considerations included - Taste, Five, Sense, The Sensory
The selected name for the building is "The Sensory".
The Sensory
Amongst the name considerations one was selected - "The Sensory". It was decided that although the building is food related being a restaurant, deli and cooking school the main thought behind the building is the aspect of playing with the senses so although it may be obvious the name "The Sensory" was chosen. One reason behind selecting this name for the restaurant brand is due to the dictionary definition of the word sensory.
sen·so·ry: noting a structure for conveying an impulse that results or tends to result in sensation.
It was felt that how this definition is worded can be applied to the architecture of and within the building. The definition looks at how a structure could create a reaction within the person depending on where they are, their emotions and how they react within certain spaces that may heighten senses, remove one and give a sense of surprise when a sense is targeted unexpectedly through design.
It was also felt the the term "The Sensory" could be applied to all the different components within the building and therefore the brand - such as the restaurant and bar, the deli shop and cafe and the cooking school. The name can create a net which can be cast over all three areas bring them together as one. The brand would allow for development and use of the logo and concept through out the building creating an initial impression of the building before the customer enters.
The idea behind the name and wanting to stay away from a name the is based around food due to this being an architectural project and the space aims to create the reactions within the customer not the food has been used to create a tag line which can accompany the logo and the name. The expression "feed your senses" plays on the idea of food and the buildings purpose. The building aims to look at the human senses and see how these can be played with so to speak through design. This idea of feeding your senses comes from the concept of the building and playing on the aspect of eating.
To allow the building to gain an identity through its brand logos were developed and used to create items which include business cards, menus for food and drink, cooking school information, deli shop packaging, food products, tea towels, shopping bags and cooking school aprons. The brand could also be further applied to aspects within the building but for this purpose a few key items and aspect of the brand were selected and developed.
It was also felt the the term "The Sensory" could be applied to all the different components within the building and therefore the brand - such as the restaurant and bar, the deli shop and cafe and the cooking school. The name can create a net which can be cast over all three areas bring them together as one. The brand would allow for development and use of the logo and concept through out the building creating an initial impression of the building before the customer enters.
The idea behind the name and wanting to stay away from a name the is based around food due to this being an architectural project and the space aims to create the reactions within the customer not the food has been used to create a tag line which can accompany the logo and the name. The expression "feed your senses" plays on the idea of food and the buildings purpose. The building aims to look at the human senses and see how these can be played with so to speak through design. This idea of feeding your senses comes from the concept of the building and playing on the aspect of eating.
To allow the building to gain an identity through its brand logos were developed and used to create items which include business cards, menus for food and drink, cooking school information, deli shop packaging, food products, tea towels, shopping bags and cooking school aprons. The brand could also be further applied to aspects within the building but for this purpose a few key items and aspect of the brand were selected and developed.
Initial Logo Development
The development of The Sensory brand began through the consideration of graphics and colours that could be used to create the logo that could be used within the building. Simple colours that can be applied to all the areas within the building. Using a predominant colour such as a grey with a hint of colour would allow for changes to be made within the logo.
The Sensory Logo
It was decided the the branding should be natural and reflect the nature of the building. Using a loose font for the title of the building it was felt that this style could be applied to a high quality restaurant as well as the wholesome homely aspect of a cooking school. The idea was to keep it simple and allow the building to speak for itself. The logo remains the same but the colours changing allowed for each aspect of the building and the brand to have its own identity whilst remaining part of a group. An aspect of texture was also applied to the logo using a worn wood effect in the background applying some of the design elements that are to be used within the building itself.
Business Card Development
A business card style product was created that could be used within the restaurant to give to the customer once they had finished their meal, made a purchase, of taken part in a cookery school class to allow them to retain the details of booking or visiting again. The card would simply use The Sensory logo along side the definition of the term sensory the reason behind picking the name of the building. The concept of using scented paper of scratch and sniff panels was also considered to create memories and using the idea of smell - one of the five senses to allow the customer to take some of their experience way with them. The business card would also use the tag line - feed your senses and provide the necessary detail to the customer.
Restaurant Menu Development
A mock up of what the menus used within the restaurant were created to show how the brand and the functional aspects of the restaurant could work together. The design sees the theme of the brand running through it and using plain and simple colourings to allow the text to be easily read by the user. The idea of printing the menus on to different materials to give different feelings when held was considered as a branding technique as well. The use of textured cardboard, wooden menu holders, plastic etc were all materials that would allow for printing on or to create a menu holder that would be textured when touched.
The branding also shows how a key aspect of the initial research carried out into the experience that allergy suffers gain from eating within a restaurant and how it has been applied to the project not only with the designated area within the kitchen for allergy foods but how an exciting and inspiring menu could be created so that those with allergies could have the variety and choice that those without allergies have when eating in a restaurant environment.
The branding also shows how a key aspect of the initial research carried out into the experience that allergy suffers gain from eating within a restaurant and how it has been applied to the project not only with the designated area within the kitchen for allergy foods but how an exciting and inspiring menu could be created so that those with allergies could have the variety and choice that those without allergies have when eating in a restaurant environment.
Deli Shop and Cafe Menus
Like the restaurant menus that were developed ones were also mocked up for the deli shop and the cafe. Again allergy alternatives were created as this is an element that was highlighted in initial research. It would also be possible for the use of different materials for printing the menus on was considered.
Cooking School Branding
The cooking school which is housed within the building also can be branded using the logo. Producing material that will promote the school and the courses that are offered alongside the restaurant, cafe and deli shop. The idea behind the material layout and design was to keep the material simple yet effective to attract the customers but in an attractive way.
The Sensory Kitchen Merchandise
The logo could also be applied to objects that could be used with the building - the restaurant, bar, deli shop, cafe and cooking school. Items such as aprons for use within the cooking school, jute reusable bags that could be used within the deli shop to encourage the reuse of bags and also for displaying the brand. Tea towels could be made and branded to be used within both the cooking school and the restaurant - these could also be sold within the deli shop. All jars and preserves can be branded and sold within the deli shop.