Two Brews Brand Book


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In my Senior Capstone Brand Design class, I worked with two other students to create the visual identity of a fictitious company called Two Brews.

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Two Brews Brand Book

  1. 1. two brewsconor harrington • rachel heiss • colleen wormsley
  2. 2. contents Situational Analysis 3 SWOT Analysis 4 Consumer Accepted Beliefs 5 Competitive Analysis 6-7 Brand Philosophy & Tone 8 Brand Promise 9 Primary Target Market 10 Secondary Target Market 11 Inspiration 12-13 Logo and tagline 14 Color palette 15 Fonts 16 Acceptable use 17 Stationery 18-20 Menu 21-22 Loyalty Card 23 Print Ad 24 Banner Ad 25 Website 26 Social Media 27-28 Signage 29-30 Apparel 31 Sleeves 32 Merchandise 332
  3. 3. situational analysiscompetitive• Many coffee shops/bars have consistent, strong customer loyalty• Current coffee shops/bars have strong identity within college communities• Each coffee shop/bar has an identity - Two Brews must have its own identity to differentiate itself from others in towneconomic• College students live on a tight budget• Cheap eats and drinks trump pricier food and beveragessociocultural• Students seek off-campus venues to provide entertainment• Nightlife is a challenge for students who are under the legal drinking agelegal• The drinking age in the U.S. is 21, therefore, Two Brews needs to closely monitor its customers to be sure underage consumers are not drinking alcoholtechnological• Restaurants are utilizing online food services, such as GrubHub, to access college students more conveniently• Social media sites such as Facebook, Yelp, and Foursquare allow consumers to “check-in” at businesses and post a review on them from their smart phone 3
  4. 4. SWOT analysisstrengths opportunities• Ithaca’s large population of college students • Two Brews will give local music artists the chance to• Coffee and beer are both popular beverages among perform which will draw in fanscollege students • Special promotions for college students can encourage• The unique combination of a coffee shop and bar new customersdifferentiates Two Brews from its competitors • Local coffee and beer brands are popular among• The Commons is an easily accessible location for Ithaca students and residents of IthacaCollege students and will encourage foot trafficweaknesses threats• Limited menu items • Ithaca is home to many competitors including other• Competitive location restaurants, coffee shops, and bars• Beer served at night limits demographic • During the summer months, most college students leave town • Many competitors are well-established and have a good reputation 4
  5. 5. consumer accepted beliefs• In order for a space like Two Brews to be successful, it needs to be effective in balancing both a coffeehouse during the day and a bar at night• Consumers are seeking a relaxing atmosphere when they are interested in being productive and getting work done• Consumers are seeking a clean, quality establishment to drink and socialize in at night• Money is a big concern for our primary target audience, so prices on food and drink must be reasonable• It’s difficult to find a space where underage people can socialize with their of-age peers on the weekend 5
  6. 6. competitive analysis Bandwagon Brewpub Collegetown Bagels Lot 10Target: Both college students Target: Attracts both college Target: Local residentsand the local community students and the local with smaller focus on collegeLocation: The Commons community communitiesType of environment: Relaxed Location: Collegetown, The Location: The Commonsgathering place for college Commons, and East Hill Plaza Type of environment:students and locals at night Type of environment: Group Identifies as a lounge for foodCoffee/beer beverage gatherings, studying, meeting and local music entertainmentselections: Rotating home- place, etc. Coffee/beer beveragebrewed beers and other popular Coffee/beer beverage selections: Serves local beersbeers selections: Serves locally Small food selections: MenuSmall food selections: roasted coffees at all locations includes “lounge” food, such asMultiple appetizer options, and local beers on tap at their appetizers and other shareableincluding their popular French Collegetown location dishesfries and dips Small food selections: Provides a variety of desserts and snack options, as well as full meals 6
  7. 7. competitive analysis The Nines Ithaca Coffee Company Target: Appeals strongly to Target: Attracts both local college students, especially those residents and college students from Cornell University Locations: Triphammer Location: Collegetown Marketplace and Gateway Type of environment: Commons Combination of a restaurant, bar Type of environment: Offers and local music venue a relaxing sit down venue with Coffee/beer beverage the ability to do work, hang out, selections: Serves local beers and purchase different beers and Small food selections: Order coffee pizza by the slice Coffee/beer beverage selections: Local beers and local coffees available Small food selections: pastries, soup, and snacks available 7
  8. 8. brand philosophyThe core of the Two Brews’ philosophy is customer service. We strive to serve college students and locals alikein a relaxed, enjoyable atmosphere. The community-oriented space serves as a hub for good food, friends, andfun.Two Brews is also dedicated to serving the best, local menu options available. We offer Gimme! Coffee, IthacaBeer, and a variety of local, seasonal menu items to help support the Ithaca economy and community.toneTwo Brews is the premier spot in Ithaca, N.Y. to relax, stay awhile, and enjoy your favorite drink (or two.)Two Brews is a space where all students can blend both their academic and social lives. The collaborativeenvironment fosters productivity during the day, while the relaxed atmosphere provides a great energy andspace for socializing at night.The brand tone is sleek, modern, and evocative of what Two Brews offers. The coloring of the logo’s rings wasinspired by the colors of a strong cup of coffee and a pale ale. The branding is designed to be welcoming andcontemporary in order to appeal to our target demographics. 8
  9. 9. brand promise Two Brews satisfies coffee cravings during the day and beer cravings at night in a relaxing, lounge-style setting. 9
  10. 10. primary target market College-Aged Men & Women (17-24 years old) Particularly those attending: Ithaca College Cornell University Tompkins County Community College Our primary target audience is always busy. Between class assignments, extracurricular activities, jobs, and their social life, they’re always on the go. Two Brews allows the primary target market to balance everything they do. Our audience is looking for one central place off-campus where they can do it all: study, meet for group projects, hang out, and socialize. They’re looking for a more relaxing environment than the typical college bar. Young Professionals Two Brews is the perfect place for young professionals to meet with a client over coffee or meet up for drinks after a long day of work. We offer a place where they can balance both their professional and personal life.10
  11. 11. secondary target market Local residents of Ithaca, N.Y. Although Two Brews is geared towards college-aged men and women, the space is the perfect place for a freelance writer in town to get his or her work done. It serves as a great meet-up place for old friends, whether it’s over a cup of local coffee or a pint of local beer. The flexibility of the space provides a great environment for many different people. Tourists The Finger Lakes region attracts a variety of tourists to the area due to the abundance of wine trails, museums, natural beauty, and cultural events. Two Brews is a great place for tourists to stop and relax for a cup of coffee in the afternoon or a beer at night after a long day of enjoying all of the amenities that Ithaca has to offer. 11
  12. 12. inspiration Set of popular TV show, Busboys FRIENDS & Poets, Virginia Brewed, Texas12
  13. 13. inspiration Galway Hooker, NYC Set of popular TV show, HOW I MET YOUR Twisted MOTHER Pepper, Ireland 13
  14. 14. logo and tagline two brews Come for the coffee, stay for the beer.14
  15. 15. color palette C43 M55 Y72 K26 C20 M33 Y100 K01 C04 M15 Y52 K01 C62 M54 Y53 K27 R125 G97 B71 R208 G165 B44 R241 G209 B138 R92 G92 B92 PMS 1405m PMS 131m PMS 141m PMS 447m The above colors represent the Two Brews brand. The first two colors are the base for our logo design and serve as the primary colors for the brand. The third and fourth colors are secondary colors that can be used as accents on brand materials. 15
  16. 16. fontsSt Marie is the primary font for St Mariethe Two Brews brand. It is a Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mmmodern serif font. It is the fontused in the logo and will be used Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zzfor major headings, signage andmore. 1234567890 !@#$%^&*()-+={}[]:;“‘?><,.Century Schoolbook is a simple Century Schoolbookserif font that is a secondary Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mmtypeface for the Two Brewsbrand. It will be used for dense Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zzcopy, menu items and moresmall text pieces. 1234567890 !@#$%^&*()-+={}[]:;“‘?><,. 16
  17. 17. acceptable use brews two Do not change logo colors Do not change logo font Do not rotate in any way two brews two brews Do not scale smallerIf the logo cannot be in color, make Do not apply drop shadows or other than 1.0 inch the entire mark black effects to the logo 17
  18. 18. stationeryLetterhead 18
  19. 19. stationeryBusiness CardsThe business cards for Two Brewsdouble as coasters. This gives them adual purpose and reduces the chanceof customers just throwing themaway in the nearest trash can. 19
  20. 20. stationery Adam Peruta Roy H. Park School of Communications 953 Danby Road Ithaca, NY 14850Envelope 13 7 Ea st S tate Stree two t Ithaca, NY 14850 brews twob rew s. c om 20
  21. 21. menuFront & Back 21
  22. 22. menuInside,when folded 22
  23. 23. loyalty card 23
  24. 24. print ad24
  25. 25. banner ads 25
  26. 26. website two contact home coffee beer about us events brews Come for the coffee, stay for the beer. brews of the day Piccolo Mondo Organic Blend Gimmee Coffee Cold Front, Ithaca Beer Co. what’s new Join the Two Brews community on Instagram. #twobrews upcoming events: Second Dam concert- 12/14, 8 PM Tickets $5 For a full list of events, click here. hours: m-th: 9 a.m.-12 a.m. f-sa: 10 a.m.-1 a.m. sun: closed 137 East State Street Ithaca, NY 14850 (607) 555-5555 info@twobrews.com26
  27. 27. social media 27
  28. 28. social media28
  29. 29. signage 29
  30. 30. chalkboard menu30
  31. 31. apparel 31
  32. 32. sleeves32
  33. 33. merchandise 33