CASE STUDY:
This project was made as a school assignment at Skolen for Visuel Kommunikation. Studying for my bachelors in Visual Communication. As the assignment was made up in the imaginary "LALA Land" of endless possibilities, that only a school assignment allows for.
I choose to make up a start-up business, focusing on serving mouthwatering slow-cooked food, to the busy, twenty-first century Londoners, with ever increasing work-hours. LARDER is taking the time for preparing proper slow-cooked, nutritious food. Open for lunch, but most importantly, giving Londoners a healthy and easy alternative for supper.
The idea for the project came from a studio assignment while interning at Give Up Art.
As the project was a start-up, it was important to focus on a cheap way of promoting the brand and make a visual impact.
BRAND / IDENTITY:
The name "LARDER" - [lahr-der] described in the dictionary as: Small room used, for storing food in someone's home. While doing my initial sketches for the logo, I tried out everything from calligraphy to playing around with basic shapes.
I choose a bowl shape, with a pyramid emerging from its core. For obvious reasons, the triangle shape is awesome, dating back to the Egyptian pyramids, the triangle shape has been used,
surrounded by myths, and a few 100 corny conspiracy theories.
COLOUR:
While developing the project, I researched RISO printing, a very cheap way of producing brightly coloured print. But with the opportunity to only print 2 colours, in order to keep the costs for print at a minimum, a cobalt blue, and a bright magenta was chosen as the main colours, with a cray-grey background colour to make the colours stand out. Giving the posters a hip twentifirst-century vibe.
TYPOGRAPHY:
The catchy and witty quotes that served as an eye-catcher for the posters, was made by distorting "Circular" in order to achieve the "IN YOUR FACE" effect that I wanted. The distortion was made using an app making it easy for the start-up to keep producing contend on their own with the same style and tone of the posters.
CAMPAIGN:
The campaign was made to get people talking. The slow-cooked stews was sure to make the customers happy, but obviously being a start up, Larder needed to reach out to the early-adapters. Opening up a store in Spitalfields marked, your are sure to have customers from day one. So my approach to the Campaign was to make up a cheesy inside joke, catching peoples attention. What better for the hip early-adapters, than to be in on a secret. To be able to tell about this great little place to eat. A great little gem, hidden behind the "Smoke and Mirrors" of the flashy posters of pop-culture rockstars.
POSITIONING:
To grap the attention of the hard working Londoners, the campaign should run on the surrounding underground stations, as well as on the streets of the hip surrounding neighbourhood.
MAGA-ZINE:
For the customers who has made it to the store, a promotional Zine was made telling with passion about the concept behind the flashy posters, telling about how the slow-cooked food is made, from local organicly grown produce. With a focus on old traditions dating as far back as year 895 where the first Goulash was made in by the Magyars.
MENU:
The menu at Larder is made up of great slow-cooked meals, all named after the pop-culture idols from the cheeky campaign. Because who can say no to ordering a "KANYE" or a "RIHANNA". And if it haven't occurred to you already, of course to go along with the horrible "ILLUMINATI" joke that evolved from working up this whole concept.
RETROSPECTIVE:
This project was part of my exam, and I got a pretty shitty grade. At first this bummed me out, and I choose to park the project on an external hard-drive where dreams are crushed and great potential goes to waist. But the project was still vivid in my mind, so now I have chosen to post it anyway. I really had a lot of fun making this project, and I'm glad I got the time to do it, because really isn't this the whole idea of being in school? - To have fun experiment, and develop. I hope you enjoyed this tacky project as much as I did making it.
DISCLAIMER:
This project is made as a fictional project. I don't own any rights to the pictures used.
