Melusine Café is a fictional café whose theme is inspired by the Provence region in the South of France and the culture's ancestral connection to the sea.

1. Quarry | Overview
Graphic Design Studio II | Design Methodology Process Book | Bakkoush
Andrew Wagenhals

2. 002
01 Introduction
02 Overview
Discovery
Design
> Attribute List
> Mind Map
> Mood Board
Development
Deploy
05 Environmentals
Discovery
Design
Development
Deploy
06 Final Program
Identity
Visual Element
Environmentals
03 Identity
Discovery
Design
Development
Deploy
> Logotype
> Fonts
> Color Palette
04 Visual Element
Discovery
Design
Development
Deploy
Melusine | Table of Contents

3. Introduction
003Melusine | Introduction

4. 004Melusine | Introduction | Goals and Objectives
Goals and Objectives
The goals and objectives of this project are better
understand system visualization methodology. This will
beexploredthroughthebrandingof aserviceinaffiliation
to the Luberon region of Provence. By incorporating
aspects of Provence as inspiration to the brand, the visual
system will have visual and experiential ties to the area.

5. Overview
005Melusine | Overview

6. 006Melusine | Overview | Discovery
Research
The Luberon valley lies in southern Provence region of
France.Thevalleyiscomprisedofthreemountainranges,
the Little Luberon, the Big Luberon and the Oriental
Luberon. With ties to both the Greeks and the Romans,
theLuberonishometomanyancientstructures.Afterthe
fall of Rome, perched villages began to form on hill tops
during the uneven political landscape of the medieval
period. Today these villages are popular tourist sites for
the international community. Major allures of the region
are aligned with agriculture, and historic landmarks.
Lavender, sunflowers, wine, and castles are a few
markers of the Luberon. Almost all of the buildings are
constructed of limestone and sea sediment which can
be found in forgotten quarries scattered throughout the
region. One of the most important aspects of life is the
unification between man and nature. Although the land
is cultivated for mainly agricultural purposes, nature is
allowed to flourish uncontrolled in many areas and used
as artistic inspiration for many.

7. 007Melusine | Overview | Design | Attribute List
Attributes
Quiet
Reflective
Introspective
Beautiful
Stunning
Harmonious
Organic
Balanced
Tranquil
Temperate
Serene
Exhilerating
Revitalizing
Rejuvenate
Historic
Enduring
Infinite
Perpetual
Surreal
Free
Uplifting
Whimsical
Antique
Trendy
Discoverable
Conscience
Spiritual
Divine
Heavenly
Intimate
Transcendent
Meaningful
Mystical
Touching
Rhythmic
Uniform
Homogeneous
Constant
Creative
Artistic
Cozy
Mesmerizing
Hypnotic
Ancestral
Still
Charming
Soundless
Untouched

8. 008Melusine | Overview | Design | Mind Map

9. 009Melusine | Overview | Design | Mood Board

10. 010Melusine | Overview | Development
Key Attributes
Revitalizing
Whimsical
Intimate
Ancestral

11. Identity
011Melusine | Identity

12. 012Melusine | Identity | Discover | Melusine Mood Board

13. 013Melusine | Identity | Discover | Logo Mood Board

14. 014Melusine | Identity | Design | Logotype Sketches

15. 015Melusine | Identity | Development | Typeface Exploration - Title
Nairobi
Serendipity
Odstemplik Bold
Wolf in the City
Signpainter House Script
Intrique Script
Trattatello
Pops Bold
Echinos Park Script
Abbie Script
FabfeltScript Bold
Blessed Day
Playball
Nautilus Pompilius
Streetwear
Sunday
Khadija
Mr Bedfort
Rainy Wind
Quickline
The Wahhabi Script
Melusine
Melusine
Melusine
Melusine
Melusine
Melusine
Melusine
Runaway
EpoqueFLF
Rochester
Savoye Let Plain
Noteworthy
Sarah Caps
Campanile

16. 016Melusine | Identity | Development | Typeface Exploration - Subtitle
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
Avenir Next
Avenir Next Condensed
Gill Sans
Hipsterish
Times
Optima
Perpetua
Courier
Futura
Gotham
Monaco
Akzidenz-Grotesk
InaiMathi
Open Sans
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
Tahoma
Univers
Sukhumvit Set
ADAM.CG PRO
Thonburi
PT Sans Narrow
Verdana
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
CAFE
Oriya MN
Seravek
Plantagenet Cherokee
Skia
PT Mono
Museo
Devanagari Sangam MN

17. 017Melusine | Identity | Development | Digital Roughs
Melusine
cafe
MelusineCAFE
Melusine
CAFE
CAFEMelusine
Melusine Cafe Melusine
CAFE
Melusine
CAFE
Melusine
CAFE
MelusineCAFE
Melusine
C-A-F-E
Melusine
C AFE
Melusine
C AFEMelusine
CA FE
MelusineC AFE
Melusine
C AFÉ
Melusine
caf e
Melusine
Café
Melusine
Caf é
Melusine
C a f é
Melusine
C a f é
Melusine
C a f é
Melusine
C a f é
Melusine
C a f é
Melusine
C a f é

18. 018Melusine | Identity | Development | Type Specimen
Rainy Wind
A a
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m
n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! @ &
Melusine is the spirit of fresh waters,
sacred springs, and rivers.
Optima
A a
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m
n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0
! @ # $ % ^ & * ) (
Melusine is the spirit of fresh waters,
sacred springs, and rivers.

19. 019Melusine | Identity | Development | Color Palette
C = 38
M = 16
Y = 04
K = 00
#9bbddc
C = 08
M = 39
Y = 13
K = 00
#9bbddc
C = 23
M = 26
Y = 31
K = 00
#c5b5a9

20. 020Melusine | Identity | Development | Logotype Color

21. 021Melusine | Identity | Deploy | Logotype
Design Narrative:
The primary and secondary
logotype successfully convery
the four key attributes of the
Provence experience. The title
of the cafe, Melusine, comes
from the mythic spirit of water
linking directly to the region’s
connection with the sea.
The corporate color of blue
is pulled directly from blue
doors and shutters present
in the perched villages of the
region as well as alluding to
Melusine’s prominence.
A script typeface creates a
sense of intimacy between
guests and the identity while
a sculpted sans serif connects
with the chiseled letterforms
still present in the area.

22. Visual Element
022Melusine | Visual Element

23. 023Melusine | Visual Element | Discovery | Mood Board

24. 024Melusine | Visual Element | Design | Sketches

25. 025Melusine | Visual Element | Development | Digital Roughs

26. 026Melusine | Visual Element | Deploy | Repeat Pattern
Design Narrative:
The visual element of a repeat
pattern is used to unify the
brand and successfully convey
the brand’s message.
The pattern includes shells,
sand dollars, and mermaids
to connect the cafe to the
ancestral relationship Provence
has to the sea. Many village
walls have shells or other sea
sediment embedded in them
as the region was once partially
under water.
Using calucated tints and
shades the corporate color
of blue to connect the visual,
tints and shades of beige are
employed to further connect
the brand to the surrounding
village limestone walls. This
additional color also brings
attention to the mermaids
which represent Melusine.
The entire pattern conveys
a tactile feel as texture is
employed in order to engage
viewers intimately. The hand-
made appeal brings people
into a more welcoming
environment making them
eager to explore and engage
with the brand.

27. Environmentals
0027Melusine | Overview

28. 028Melusine | Environmentals | Discovery | Menu Mood Board

29. 029Melusine | Environmentals | Discovery | Business Card Mood Board

30. 0=30Melusine | Environmentals | Discovery | General Mood Board

31. 031Melusine | Environmentals | Design | Business Card

32. 032Melusine | Environmentals | Design | Menu

33. 033Melusine | Environmentals | Design | General

34. 034Melusine | Environmentals | Development | Multifacets

35. 035Melusine | Environmentals | Deploy | Multifacets
Design Narrative:
To create cohesion across the different environmental elements of Melusine
Cafe, the primary and secondary logotype was employed in addition to the
brand’s repeat pattern. These two elements come together to create the
unique brand identity embodying the key attributes of the Provence region
while highlighting the historic significance of the sea to the area. Melsuine, the
mythological goddess of sacred water, is portrayed through the blue that aligns
directly with the blue seen in the doors and shutters of the region.
Main environmentals within the cafe feature the repeat pattern with little emphasis
on the logotype as the cafe exhibits the brand identity within it’s surroundings. To
employ the logotype across planters, mugs, and tins would become too visually
forceful and take away from the visual appeal of the pattern. Take-out items such
as to-go bags and cups feature the same repeat pattern supported by the brand
logotype creating publicity for the cafe.

36. Final Program
036Melusine | Final Program

37. 037Melusine | Final Program | Design Narrative
Brand Development | Melusine Cafe
Research | Identity | Visual Element | Environmentals
Design Process
Name of Company
Melusine Cafe
What They Offer
Melusine Cafe provides the village of Lacoste with a year-round
cafe of fresh bakery items and a dynamic coffee & tea list.
Target Audience
The audience is inhabitants in the village of Lacoste who want a cafe that
doesn’t feel touristy, but instead connects with their ancestral history.
Competition
The competition directly in the village is Cafe de France and Cafe du
Sade, but they are closed seasonly. Neighboring villages house competi-
tion such as Les Terasses and la Bleu Heur.
Design Research
The Luberon valley lies in southern Provence region of France. The valley
is comprised of three mountain ranges, the Little Luberon, the Big Luberon
and the Oriental Luberon. Major allures of the region are aligned with
agriculture, and historic landmarks. Lavender, sunflowers, wine, and castles
are a few markers of the Luberon.Almost all of the buildings are constructed
of limestone and sea sediment which can be found in forgotten quarries
scattered throughout the region. One of the most important aspects of life
is the unification between man and nature.
The goals and objectives of this project are better understand system
visualization methodology. This will be explored through the branding of
a service in affiliation to the Luberon region of Provence. By incorporating
aspects of Provence as inspiration to the brand, the visual system will have
visual and experiential ties to the area.
Design Goals & Objectives
Design Layout & Development
Concept
Based on the French goddess of sacred water, Melusine, this cafe aims to bridge the connection between visual
aspects of the Provence regions and it’s maritime past. By using the blue located in the doors and shutters of the
village and visual representation of the sea, the brand is unified as both historic and modern.
Design
The cafe brand utilizes the blues prominent around villages in Provence along with visual representations of the
sea. A silk screen texture is employed on a repeat pattern to allow for flexible application across multifaceted cafe
surfaces. The interior of the cafe is unified through the application of the repeat pattern while items taken to go
employ both the logotype and the pattern for publicity.
Typeface
Rainy Wind is the script typeface utilized in the logotype to convey a personalized signature feel to the brand
while Optima is the supporting sans serif selected for it’s variety of line weight in letter forms.
Color Scheme
The color scheme is pulled directly from a visual of the village. It features the blue present on doors and shutters
with a muted beige employed in the construction of the mermaid in the repeat pattern.
Special Process
All aspects of the brand development process are carried out through four D methodology (Discover, Design,
Develop, Deploy)
Design Layout & Development
Goals and objectives were met by a research heavy design process. By pulling information both visually and
contextually, the brand development was firmly rooted in the surrounding village of Lacoste. Understanding the
information needed to appeal to the target audience allowed for a flexible design that can be applied to any
asset necessary within the cafe environment. Melusine Cafe is a trendy cafe rooted in a rich ancestral past that
conveys all key attributes discovered during the initial research phase of the project.

38. 038Melusine | Final Program | Identity
Design Narrative:
The primary and secondary
logotype successfully convery
the four key attributes of the
Provence experience. The title
of the cafe, Melusine, comes
from the mythic spirit of water
linking directly to the region’s
connection with the sea.
The corporate color of blue
is pulled directly from blue
doors and shutters present
in the perched villages of the
region as well as alluding to
Melusine’s prominence.
A script typeface creates a
sense of intimacy between
guests and the identity while
a sculpted sans serif connects
with the chiseled letterforms
still present in the area.

39. 039Melusine | Final Program | Visual Element
Design Narrative:
The visual element of a repeat
pattern is used to unify the
brand and successfully convey
the brand’s message.
The pattern includes shells,
sand dollars, and mermaids
to connect the cafe to the
ancestral relationship Provence
has to the sea. Many village
walls have shells or other sea
sediment embedded in them
as the region was once partially
under water.
Using calucated tints and
shades the corporate color
of blue to connect the visual,
tints and shades of beige are
employed to further connect
the brand to the surrounding
village limestone walls. This
additional color also brings
attention to the mermaids
which represent Melusine.
The entire pattern conveys
a tactile feel as texture is
employed in order to engage
viewers intimately. The hand-
made appeal brings people
into a more welcoming
environment making them
eager to explore and engage
with the brand.

40. 040Melusine | Environmentals | Deploy | Multifacets
Design Narrative:
To create cohesion across the different environmental elements of Melusine
Cafe, the primary and secondary logotype was employed in addition to the
brand’s repeat pattern. These two elements come together to create the
unique brand identity embodying the key attributes of the Provence region
while highlighting the historic significance of the sea to the area. Melsuine, the
mythological goddess of sacred water, is portrayed through the blue that aligns
directly with the blue seen in the doors and shutters of the region.
Main environmentals within the cafe feature the repeat pattern with little emphasis
on the logotype as the cafe exhibits the brand identity within it’s surroundings. To
employ the logotype across planters, mugs, and tins would become too visually
forceful and take away from the visual appeal of the pattern. Take-out items such
as to-go bags and cups feature the same repeat pattern supported by the brand
logotype creating publicity for the cafe.

41. Quarry | Overview