Company
Report
                
           Submit
to
          James
R.
Haft
                
               By
  Vinita
...

                                     Canvas,
Crayon
&
Cafe

Business
description:
Our
business
is
an
art
café
that
combin...
Target
groups:
1.
University
students
(age
18
‐
22)

2.
Young
adults
(age
23
‐
30)
3.
Parents
with
young
children
(age
26
...
Branding:

1.
Name:
“Canvas,
Crayon
&
Café”
The
name
clearly
reflects
our
business
intention
–
to
be
a
combination
of
an
a...
3.
Slogan:
“Colour
Your
Life”
As
our
Art
Cafe
is
all
about
art,
joy,
and
experiencing,
the
slogan
‘Colour
Your
Life’
direc...
6.
Uniforms
     •   White
shirt
and
artist
apron
in
Canvas,
Canyon
&
Cafe’s
colours
     •   Art
supplies
in
the
apron’s
...
Market
Background:
The
trend
of
arts
and
craft
has
been
revived
globally
during
the
past
years.
Knitting
clubs,
the
trend
...
Competitors
Direct
Competitors:
We
have
no
direct
competitors
who
position
themselves
as
an
art
café
as
Canvas,
Crayon
&
C...
3.
Cakewalk
Cafe
Unique
selling
point:
A
place
that
you
can
feel
a
taste
of
fashion
and
enjoy
customized
cakes
for
various...
5.Cheesecake
House
Unique
selling
point:
A
place
where
you
can
find
varieties
of
simple,
homey
style
menus
Location:
Thong...

        
        
        
        
        
        
        
        
        
        
        
        
        
    ...
NAME
TESTING
SURVEY
ON
AN
ART
CAFÉ
General
information
Gender:
 
                   ❏
Male
 
                 ❏
Female

  ...
VISION
AND
MISSION
TESTING
SURVEY
ON
AN
ART
CAFÉ

General
information
Gender:
 
         ❏
Male
 
           ❏
Female

   ...
NAME,
VISION,
AND
MISSION
SURVEY
RESULTS
AND
ANALYSIS

Name
testing

Name
selected:
Canvas
Crayon
&
Café

     • 9/15
=
60...
Vision
testing

1.
Do
you
think
the
vision
reflects
our
business?
>>
100%
Yes

2.
Is
it
easy
to
understand?
>>
100%
Yes

3...
LOGO
TESTING
Our
business
is
an
art
café
that
combines
a
bakery
café,
an
art
supply
store,
and
an
art
school
into
one.
Off...
LOGO
TESTING
Our
business
is
an
art
café
that
combines
a
bakery
café,
an
art
supply
store,
and
an
art
school
into
one.
Off...
SLOGAN
TESTING

Life
is
colourful

Please
rate
the
following
(5
being
the
best
and
1
being
the
worst)
______
appropriate
_...
LOGO
AND
SLOGAN
SURVEY
RESULTS
AND
ANALYSIS
                                                    
Logo
testing

Strength
Co...
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Canvas, Crayon & Cafe

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In the ‘Communication Planning’ class I was introduced to the principles and process of systematic communication planning. The problem analysis, target group environment, objective setting, message content, communication media and channels, management and evaluation principles also covered.

As the assignments for this course, I was asked to come up with my own company and did a communication plan for it. My friends and I came up with “Canvas, Crayon & Cafe”, which is n art café that combines a bakery café, an art supplies store, and an art school into one.

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Canvas, Crayon & Cafe

  1. 1. 
Company
Report
 
 Submit
to
 James
R.
Haft
 
 By
 Vinita
Kasemsupapun


504
53643
28
 Sarintorn
Puangyoykaew


504
54666
28
Orakarn
Chantaramungkorn


504
53769
28
 
 
 

  2. 2. 
 Canvas,
Crayon
&
Cafe

Business
description:
Our
business
is
an
art
café
that
combines
a
bakery
café,
an
art
supplies
store,
and
an
art
school
into
one.


As
the
art
café
aims
to
attract
art
lovers
of
all
ages
who
enjoy
painting
and
drawing
as
well
as
eating
and
drinking
homemade
desserts,
it
will
offer
customers
art
supplies
from
all
over
the
world
including
water
paints,
oil
paints,
pencil
colours,
brushes,
canvases,
art
papers
etc.
as
well
as
homemade
dessert
dishes
that
are
filled
with
colours
and
flavours.
Customers
will
be
able
to
purchase
the
art
supplies
and
take
their
time
working
on
their
art
pieces
right
at
the
café.


The
art
café
will
also
be
divided
into
numbers
of
zones
to
cater
different
types
of
customer
groups
including
the
kid
zone,
the
garden
zone,
and
the
living
room
zone.
Variety
of
art
classes
will
be
available
for
beginners
through
to
more
advanced
customers
daily,
while
art
exhibitions
and
workshops
will
be
conducted
on
a
regular
basis.


The
art
café
is
a
casual
meeting
place
for
those
who
want
to
learn
and
share
their
passion
for
art
while
enjoying
their
desserts
and
feeling
right
at
home.

Vision:
To
become
a
friendly
and
vibrant
community
center
that
connects
and
inspires
people
from
all
walks
of
life
through
art,
a
piece
of
cake,
and
a
cup
of
hot
chocolate


Mission:
A
café
where
anyone
can
get
in
touch
with
themselves
and
share
stories
in
life
with
fellow
like‐minded
friends
through
art
using
our
best
quality
art
supplies
in
a
friendly
atmosphere


  3. 3. Target
groups:
1.
University
students
(age
18
‐
22)

2.
Young
adults
(age
23
‐
30)
3.
Parents
with
young
children
(age
26
‐
40)


Although
they
may
vary
in
age,
they
do
share
common
characteristics.


The
most
important
thing
is
they
enjoy
art
in
their
pastime
after
work
or
study.
Thus,
they
are
sometimes
too
tired
to
clean
up
after
drawing
or
painting.
Moreover,
as
they
live
in
urban
area
as
Bangkok
and
may
live
in
limited
spaces
such
as
apartments,
they
might
not
have
inspirational
space
to
create
an
art
piece.
They
also
do
not
have
proper
equipments
to
keep
their
art
supplies
in
good
conditions.
Although
they
are
amateur
artists,
they
are
motivated
to
make
their
arts
quality
ones
to
represent
themselves,
making
them
attracted
to
quality
products.
Bachelor
degree
or
higher
education
background
as
well
as
experience
in
foreign
countries
allow
them
to
be
more
open
to
options
in
their
lives
including
art
supplies.
The
target
groups
have
money
to
spend
as
they
are
from
middle
to
high
sociological
class.
Therefore,
they
can
afford
products
and
services
at
Canvas,
Crayon,
and
Café
that
address
and
solve
their
troublesome
situations
while
making
an
artwork.





  4. 4. Branding:

1.
Name:
“Canvas,
Crayon
&
Café”
The
name
clearly
reflects
our
business
intention
–
to
be
a
combination
of
an
art
supplies
store,
an
art
school,
and
a
bakery
cafe.
The
words
“canvas”
and
“crayon”
also
reflect
our
target
customers.
Specifically,
“canvas”
represents
our
three
direct
target
groups
–
university
students,
young
adults,
and
parents
with
young
children
–
as
well
as
giving
a
sophisticated
image;
whereas,
“crayon”
represents
the
indirect
target
group
which
is
young
children
as
well
as
yielding
friendly
image.
Moreover,
the
repetition
of
the
letter
‘C’
also
helps
create
a
nice
flow
to
the
pronunciation
of
the
name,
making
it
easier
to
remember.

2.
Logo
 The
logo
that
we’ve
chosen
is
the
result
from
the
 combination
of
the
strengths
of
our
first
three
 initial
logos.
After
the
survey,
we
have
collected
 all
feedback
and
recommendations;
from
which
 our
final
logo
was
created.
 
 The
coffee
cup
represents
the
café
part
of
our
 business
while
the
mosaic
squares
represent
the
 art
part.
The
three
different
colors
used
on
each
 part
of
our
business
name,
Canvas
Crayon
&
Café,
 also
represents
the
three
zones
in
our
art
café.
 The
green
color
in
the
word
‘Canvas’
represents
 the
garden
zone,
the
yellow
in
the
word
‘Crayon’
 represents
the
kid
zone,
and
the
pink
in
the
word
 ‘Café’
represents
the
living
room
zone.
 
As
a
whole,
we’ve
made
our
logo
quite
colorful
in
order
to
express
the
fun,
lighthearted,
and
artistic
positioning
of
our
art
café.


  5. 5. 3.
Slogan:
“Colour
Your
Life”
As
our
Art
Cafe
is
all
about
art,
joy,
and
experiencing,
the
slogan
‘Colour
Your
Life’
directly
represents
this
strong
positioning
of
our
business
towards
the
customers.


The
word
‘colour’
can
be
interpreted
into
different
meanings.
For
example,
the
word
‘colour’
could
simply
have
the
direct
connotation
of
Art
or
it
could
connote
the
feeling
of
being
lively,
fun,
or
happy.
By
using
the
slogan,
we
also
intend
to
express
our
business
pursue
to
be
more
than
just
an
art
school,
an
art
supplies
store,
or
a
cafe,
but
something
that
would
bring
happiness
and
joy
to
our
customers
lives.
Furthermore,
the
slogan
can
be
applied
to
all
of
our
target
customers
groups
as
well.

4.
Store
environment
The
three
zones:
 • The
kid
zone
 o This
zone
will
be
decorated
with
colourful
miniature
furniture
for
little
kids.
The
 walls
will
be
painted
in
white,
so
that
children
customers
will
be
able
to
paint
and
 express
their
art
ideas
directly
on
the
wall.
 • The
garden
zone
 o The
garden
zone
is
an
outdoor
zone
for
painters
who
enjoy
and
get
inspired
by
the
 relaxing
outdoor
scenery.
The
garden
will
be
covered
with
flowers,
trees,
fountains,
 and
waterfalls.
White
chairs
and
tables
will
be
scattered
around
the
garden,
allowing
 customers
to
enjoy
their
private
space.
 • The
living
room
zone
 o This
laid‐back
zone
will
imitate
the
real
environment
of
a
living
room.
With
light
 music
playing
in
the
background,
the
customers
will
be
able
to
unwind
on
the
 couches
and
paint
while
having
their
coffee
and
delicious
cakes.


Art
supplies
store
Varieties
of
art
supplies
from
all
over
the
world
will
be
displayed
here
for
sale.
All
the
water
paints,
oil
paints,
and
pencil
colours
will
be
displayed
on
each
separate
walls
in
the
store,
where
customers
will
be
able
to
find
any
colour
possible.
The
canvases
and
the
brushes
will
be
displayed
right
in
the
middle
of
the
store,
so
customers
will
be
able
to
choose
and
grab
them
easily.
Other
miscellaneous
art
supplies
will
be
orderly
displayed
on
the
shelves
around
the
store.

Cafe
Varieties
of
best‐quality
homemade
cakes
and
desserts
will
be
displayed
in
the
large
cake
display
fridge
and
cake
stands.
Freshly
brewed
coffee
will
be
made
and
served
directly
from
the
coffee
bar,
while
other
beverages
will
also
be
freshly
made
behind
the
counter.


5.
Customer
gallery
Customers
can
display
any
artwork
that
they
have
created
at
the
Canvas,
Crayon
&
Cafe
at
the
cafe.
They
can
also
buy
or
sell
art
pieces
through
us.


  6. 6. 6.
Uniforms
 • White
shirt
and
artist
apron
in
Canvas,
Canyon
&
Cafe’s
colours
 • Art
supplies
in
the
apron’s
pockets

7.
Events
Art
exhibitions
Canvas,
Crayon
&
Cafe
will
hold
art
exhibitions
at
our
customer
gallery
regularly.
Unlike
the
usual
customer
gallery
that
customers
can
display
any
art
pieces,
for
exhibitions
their
work
has
to
be
relevant
with
the
theme.Not
only
the
exhibition
will
act
as
a
channel
for
art
buyers
and
sellers,
but
it
also
will
encourage
our
customers
to
create
their
work.

Talks
and
workshops
from
artists
As
we
found
from
the
survey
testing
vision
and
mission,
we
found
that
the
survey
participants
were
attracted
by
words
such
as
“share”
and
“inspire.”
Therefore,
by
arranging
talks
and
workshops
from
well‐known
artists,
Canvas,
Crayon
&
Cafe
hopes
to
encourage
sharing
of
knowledge,
techniques
or
ideas
that
will
inspire
our
customers
to
create
their
artwork.







  7. 7. Market
Background:
The
trend
of
arts
and
craft
has
been
revived
globally
during
the
past
years.
Knitting
clubs,
the
trend
that
originated
in
the
United
States
then
spread
to
Europe
and
Asia,
to
begin
with,
people
across
the
globe
enjoy
spending
time
with
their
friends
and
hobbies
that
they
like
and
sharing
tips
and
techniques.
Knitters
of
all
ages
and
genders
gather
in
coffee
bars,
pubs
and
clubs.


Therefore,
some
entrepreneurs
saw
opportunities
of
the
pair,
knitting
and
café,
and
created
businesses
that
evolve
around
them.
Big
Knit
in
Thailand,
for
example,
gained
a
significant
publicity
when
it
was
first
launched
in
2008
by
being
the
first
knitting
café
in
Thailand.
Big
Knit
is
successful.
Because
of
its
reputation
in
the
genre,
at
the
beginning
of
year
2011,
it
even
branched
out
to
publishing
its
own
knitting
book.


While
knitting
clubs
and
cafés
had
dominated
the
market,
other
branches
of
arts
and
crafts
began
to
draw
some
public
attention
and
investors
in.
Sewing
cafés
as
Linkle
in
Berlin
and
Sweat
Shop
in
Paris
made
big
news
not
limited
to
their
countries
and
received
much
compliments
as
being
“creative
and
innovative.”
They
are
said
to
be
responding
the
trend
of
people
returning
to
homemade
fashion.


Our
company
perceives
that
this
is
a
great
opportunity
to
utilize
this
emerging
trend
while
being
creative
and
innovative
on
our
unique
selling
points.
By
being
the
first
of
its
kind
in
Thailand,
we
hope
to
deliver
unique
experience
to
our
art
lover
customers.
The
following
SWOT
analysis
will
give
a
more
thorough
understanding
or
both
internal
and
external
factors
affecting
the
business.

SWOT
Analysis
 Strengths
 Weaknesses
The
first
of
its
kind
in
Thailand
 Price
→
Offer
only
imported
art
supplies
Exclusively
imported
art
supplies
 Lack
of
awareness
Art
school
for
every
age
and
level
 
Selected
homemade
bakery

 Opportunities
 Threats
No
direct
competitors
 High
competition
resulted
from
the
popularity
of
Increase
of
attention
for
art
and
craft
 cafe
businesses
Going
to
café
as
a
hip
lifestyle
 Limited
size
of
art
business
(buying/selling
 artwork)
in
Thailand

Implications:
 • We
can
justify
the
high
price
of
our
art
supplies
by
offering
exclusive
quality
brands
that
have
 strong
unique
selling
points.
Therefore,
customers
cannot
find
other
substitutes
except.
 • Because
Canvas,
Canyon
&
Café
will
be
the
first
art
café
in
Thailand,
we
will
invest
on
 promoting
it
unique
selling
point
during
its
launch
to
gain
awareness
and
to
differentiate
it
 from
other
cafés.


  8. 8. Competitors
Direct
Competitors:
We
have
no
direct
competitors
who
position
themselves
as
an
art
café
as
Canvas,
Crayon
&
Cafe.

However,
there
are
a
lot
of
indirect
competitors
that
might
be
a
choice
of
place
for
customers
to
choose
to
go.

Indirect
Competitors:
Big
Knit
Cafe
Unique
selling
point:
Combination
of
a
café‐style
restaurant,
a
knitting
supply
store,
and
a
knitting
school.
It
claims
to
be
the
only
company
that
imports
brand
name
yarn.
Location:
Natural
Park
Building,
Sukhumvit
Soi
49
Customers:
celebrities,
social
elites,
young
moms,
and
college
students
 
 








After
You
Cafe
Unique
selling
point:
A
dessert
café
offering
a
range
of
Japanese
style
desserts
and
all‐day
breakfast
in
a
relaxing
environment
Location:
J‐Avenue,
Thonglor
13;
La
Villa,
Ari;
Ground
Floor,
Siam
Paragon
Famous
menus:
Shibuya
Honey
Toast,
all‐day
breakfast
Store
environment:
Outdoor/garden
area
provided
(a
couple
bench
outside
surrounded
by
small
green
trees
and
an
umbrella)
 




  9. 9. 3.
Cakewalk
Cafe
Unique
selling
point:
A
place
that
you
can
feel
a
taste
of
fashion
and
enjoy
customized
cakes
for
various
events
such
as
wedding,
anniversary,
graduation,
birthday
etc
Location:
Grand
Heritage
Building,
Thonglor
Soi
13
Famous
menu:
A
cake
in
the
shape
of
the
iconic
Chanel
handbag
Service:
can
be
rented
for
small
parties
and
functions
and
recently
opened
a
baking
school











4.
Q
Café
by
Q
concept
Unique
selling
point:
A
very
decorative
Victoriana‐inspired
vintage
Italian
restaurant

Location:
Midtown
Building,
Sukhumvit
55,
Thong
Lor
Offers:
Italian
dishes,
wine,
coffee
and
bakery
 


  10. 10. 5.Cheesecake
House
Unique
selling
point:
A
place
where
you
can
find
varieties
of
simple,
homey
style
menus
Location:
Thong
Lor
Soi
20
Offers:
delicious
homemade
cheesecakes
and
other
baked
goodies,
hot
and
cold
beverages,
and
dishes
such
as
pork
and
oyster

Service:
Free
internet
connection
for
customers

 


  11. 11. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 APPENDIX

  12. 12. NAME
TESTING
SURVEY
ON
AN
ART
CAFÉ
General
information
Gender:
 
 ❏
Male
 
 ❏
Female

 ❏
Other
Age:
 
 ❏
18
–
22

 ❏
23
–
28

 ❏
28
and
above
Education:
 ❏
High
school
 ❏
Currently
attending
university
 ❏
Graduated
from
university
Income
per
month:
 
 ❏
Less
than
10,000

 ❏
10,001
–
20,000
 
 
 ❏
20,001
–
30,000
 
 ❏
30,000
and
above
Do
you
have
kids:
 
 ❏
Yes
(how
many)
_______
 ❏
No

Business
description
Our
business
is
an
art
café
that
combines
a
bakery
café,
an
art
supply
store,
and
an
art
school
into
one.
Offers:
 • Quality
art
supplies
from
all
over
the
world
 • Homemade
dessert
dishes
that
are
filled
with
colours
and
flavours
 • Different
zones
suit
to
different
customers’
taste
 o kid
zone
 o the
garden
zone
 o the
living
room
zone
 • Daily
variety
of
art
classes
for
kids
as
well
as
for
beginners
through
to
more
advanced
customers


Name
testing

1.
Given
the
description
above,
what
do
you
think
would
be
the
possible
name
for
the
store?
______________________________________________________________________________________________________________

2.
Please
list
what
do
you
think
of
when
you
hear
the
following
names:
Vivid
 
 
 
 Paint
me
 
 
 
 Canvas
&
Crayon
1.
___________________________
 
 1.
___________________________
 
 1.
___________________________
2.
___________________________
 
 2.
___________________________
 
 2.
___________________________
3.
___________________________
 
 3.
___________________________
 
 3.
___________________________

3.
Given
the
description
above,
please
rank
the
names
on
the
following
factors:
(1
being
the
best
and
3
being
the
worst)

 
 Appropriate
 Meaningful
 Memorable
 Understandable
 Pronounceable
 Vivid
 
 
 
 
 
 Paint
Me
 
 
 
 
 
 Canvas
&
 
 
 
 
 
 Crayon

4.
Please
rank
the
overall
aspect
of
the
names
(1
being
the
one
that
you
like
the
most
and
3
being
the
one
the
you
like
the
least)

 _____
Vivid
 
 _____
Paint
Me
 
 _____
Canvas
&
Crayon

5.
Do
you
think
the
word
“café”
is
essential
in
the
name?
(E.g.
Vivid
Café,
Paint
Me
Café,
Canvas,
Crayon
&
Café)
 ❏
Yes
 
 ❏
No

  13. 13. VISION
AND
MISSION
TESTING
SURVEY
ON
AN
ART
CAFÉ

General
information
Gender:
 
 ❏
Male
 
 ❏
Female

 ❏
Other
Age:
 
 ❏
18
–
22

 ❏
23
–
28

 ❏
28
and
above
Education:
 ❏
High
school
 ❏
Currently
attending
university
 ❏
Graduated
from
university
Income
per
month:
 
 ❏
Less
than
10,000

 ❏
10,001
–
20,000
 
 ❏
20,001
–
30,000
 

Business
description
Our
business
is
an
art
café
that
combines
a
bakery
café,
an
art
supply
store,
and
an
art
school
into
one.
Offers:
 • Quality
art
supplies
from
all
over
the
world
 • Homemade
dessert
dishes
that
are
filled
with
colours
and
flavours
 • Different
zones
suit
to
different
customers’
taste
 o kid
zone
 o the
garden
zone
 o the
living
room
zone
 • Daily
variety
of
art
classes
for
kids
as
well
as
for
beginners
through
to
more
advanced
customers


Vision
testing
Vision:
To
become
a
friendly
and
vibrant
community
center
that
connects
and
inspires
people
from
all
walks
of
life
through
art,
a
piece
of
cake,
and
a
cup
of
hot
chocolate


1.
Do
you
think
the
vision
reflects
our
business?
 
 ❏
Yes
 
 ❏
No
2.
Is
it
easy
to
understand?
 
 
 
 ❏
Yes
 
 ❏
No
3.
Do
you
feel
inspired
by
the
vision?
 
 
 ❏
Yes
 
 ❏
No

 Why?______________________________________________________________________________________________________________
4.
Which
part(s)
of
the
vision
capture
your
interest
the
most?

 ____________________________________________________________________________________________________________________
5.
Which
part(s)
of
the
vision
capture
your
interest
the
least?
How
do
you
think
it
should
be
improved?

 ____________________________________________________________________________________________________________________
6.
Do
you
think
our
vision
is
achievable?
 
 ❏
Yes
 
 ❏
No

 Why?______________________________________________________________________________________________________________

Mission
testing
Mission:
A
café
where
anyone
can
get
in
touch
with
themselves
and
share
life
stories
with
fellow
like‐minded
friends
through
art
using
our
best
quality
art
supplies
in
a
friendly
atmosphere

1.
Do
you
think
the
mission
reflects
our
business?

 ❏
Yes
 
 ❏
No
2.
Is
it
easy
to
understand?
 
 
 
 ❏
Yes
 
 ❏
No
3.
Do
you
feel
inspired
by
the
mission?
 
 
 ❏
Yes
 
 ❏
No

 Why?______________________________________________________________________________________________________________
4.
Are
you
interested
in
working
in
this
kind
of
business?
 ❏
Yes
 
 ❏
No
5.
Which
part(s)
of
the
mission
capture
your
interest
the
most?

 ____________________________________________________________________________________________________________________
6.
Which
part(s)
of
the
mission
capture
your
interest
the
least?
How
do
you
think
it
should
be
improved?

 ____________________________________________________________________________________________________________________
7.
Do
you
think
our
mission
is
achievable?
 
 ❏
Yes
 
 ❏
No

 Why?______________________________________________________________________________________________________________


  14. 14. NAME,
VISION,
AND
MISSION
SURVEY
RESULTS
AND
ANALYSIS

Name
testing

Name
selected:
Canvas
Crayon
&
Café

 • 9/15
=
60%
of
people
liked
Canvas
&
Crayon
the
most.
 • 12/15
=
80%
of
people
though
the
word
“cafe”
is
essential
in
our
business
name

Canvas
&
Crayon
was
highly
rated
in
appropriateness,
understandability,
and
memorability


Note:
Even
though
overall
Canvas
&
Crayon
wasn’t
ranked
the
highest
in
all
characteristics
categories,
the
survey
participants
liked
it
the
most
out
of
the
three
names.


What
do
they
think
of
when
hear
Canvas
&
Crayon
 • Colorful
 • Painting
 • Pastel
 • Art/Artist/Art
shop
 • Kids
 • Creativity
 • Sophisticated
painting/work
 • Very
artistic

What
do
they
think
of
when
hear
Vivid:
 • Oil
color
 • Acrylic
color
 • Colors
 • Strong
 • Bold
color
 • Yellow
 • Freedom
 • Rhythm
of
life
 • Sense
of
community

What
do
they
think
of
when
hear
Paint
Me:
 • Body
paint
 • Painting
 • Sexual
 • Art
class/Art
school
 • Hand
made
shop
 • Playful
 • Fun
 • Relaxation
 • Messiness
 • Kids
 • Color
pencil

Note:
Although
Paint
Me
ranked
second
in
popularity,
the
associations
of
the
name
is
too
broad,
inconsistent,
and
confusing.



Suggested
name:
 • Brushed
&
Cakes
 • Sweet
Me
Up
 • Colorful
Day
 • Colorful
Bake
 • Rainbow
Bun
 • White
Space
 • Little
Artist’s
Café

 
 

  15. 15. Vision
testing

1.
Do
you
think
the
vision
reflects
our
business?
>>
100%
Yes

2.
Is
it
easy
to
understand?
>>
100%
Yes

3.
Do
you
feel
inspired
by
the
vision?
>>
100%
Yes
 • “I
like
art
personally.”
 • “The
tone
and
style
is
inspirational.”
 • “It
seems
like
a
chic
place.”

4.
Which
parts
of
the
vision
capture
your
interest
the
most?
 • “Hot
chocolate”
 • “All
walk
of
life”
 • “Connect
and
inspire
people”
 • “Inspire
life
through
art”

*Note:
It
can
be
implied
that
our
target
group
wants
to
be
inspired;
therefore,
our
café
can
consider
implementing
events
and
activities
that
help
inspire
them.

6.
Do
you
think
our
vision
is
achievable?
>>
100%
Yes
 • “Yes,
sound
not
too
out‐of‐world”
 • “Reasonable”
 • “The
offers
well
reflect
the
vision”


Mission
testing

1.
Do
you
think
the
vision
reflects
our
business?
>>
100%
Yes

2.
Is
it
easy
to
understand?
>>
100%
Yes

3.
Do
you
feel
inspired
by
the
mission?
>>
100%
Yes
 • “I
like
art.”
 • “Friendly
tone
of
the
sentence.”

*Note:
As
seen
in
both
vision
and
mission,
the
reason
the
survey
participants
felt
inspired
was
because
they
like
art.

4.
Are
you
interested
in
working
in
this
kind
of
business
>>
80%
Yes

5.
Which
parts
of
the
vision
capture
your
interest
the
most?
 • “Art
supply”
 • “Best
art
supplies/friendly
atmosphere”
 • “Share
life
stories
through
art”

*Note:
Since
our
target
group
is
people
who
like
art,
the
word
“art”
and
“art
supplies”
attracted
the
most.

6.
Do
you
think
our
vision
is
achievable?
>>
100%
Yes
 • “Get
in
touch
with
people”
 • 
“Sounds
too
kiddy.
No
one
gather
and
paint
at
the
mall”

7.
Do
you
think
our
mission
is
achievable?
>>
100%
Yes
 • “Realistic”
 • “Sound
not
that
difficult”
 • “Match
with
business”

  16. 16. LOGO
TESTING
Our
business
is
an
art
café
that
combines
a
bakery
café,
an
art
supply
store,
and
an
art
school
into
one.
Offers:
 • Quality
art
supplies
from
all
over
the
world
 • Homemade
dessert
dishes
that
are
filled
with
colours
and
flavours
 • Different
zones
suit
to
different
customers’
taste
 o kid
zone
 o the
garden
zone
 o the
living
room
zone
 • Daily
variety
of
art
classes
for
kids
as
well
as
for
beginners
through
to
more
advanced
customers


 LOGO
TESTING
 
 Logo
1
 Please
rate
the
following
(5
being
the
best
and
1
being
the
worst)
 ______
appropriate
 ______
memorable
 ______
meaningful
 ______
believable
 ______
attention‐getting
 

Do
you
think
the
logo
represents
the
business
well?
Why?
________________________________________________________________
Which
part
of
the
logo
catches
your
attention
the
most?
___________________________________________________________________
Which
part(s)
of
the
logo
you
like
the
most?
________________________________________________________________________________
Which
part(s)
of
the
logo
need
improvement?
Why?
_______________________________________________________________________

 
 Logo
2
 Please
rate
the
following
(5
being
the
best
and
1
being
the
worst)
 ______
appropriate
 ______
memorable
 ______
meaningful
 ______
believable
 ______
attention‐getting
 
 
Do
you
think
the
logo
represents
the
business
well?
Why?
________________________________________________________________
Which
part
of
the
logo
catches
your
attention
the
most?
___________________________________________________________________
Which
part(s)
of
the
logo
you
like
the
most?
________________________________________________________________________________
Which
part(s)
of
the
logo
need
improvement?
Why?
_______________________________________________________________________

 
 Logo
3
 Please
rate
the
following
(5
being
the
best
and
1
being
the
worst)
 ______
appropriate
 ______
memorable
 ______
meaningful
 ______
believable
 ______
attention‐getting
 
 
 

Do
you
think
the
logo
represents
the
business
well?
Why?
________________________________________________________________
Which
part
of
the
logo
catches
your
attention
the
most?
___________________________________________________________________
Which
part(s)
of
the
logo
you
like
the
most?
________________________________________________________________________________
Which
part(s)
of
the
logo
need
improvement?
Why?
_______________________________________________________________________

Which
logo
do
you
like
most
overall?
Please
rank.
_________________


_________________


_________________

  17. 17. LOGO
TESTING
Our
business
is
an
art
café
that
combines
a
bakery
café,
an
art
supply
store,
and
an
art
school
into
one.
Offers:
 • Quality
art
supplies
from
all
over
the
world
 • Homemade
dessert
dishes
that
are
filled
with
colours
and
flavours
 • Different
zones
suit
to
different
customers’
taste
 o kid
zone
 o the
garden
zone
 o the
living
room
zone
 • Daily
variety
of
art
classes
for
kids
as
well
as
for
beginners
through
to
more
advanced
customers


 LOGO
TESTING

 
Please
rate
the
following
(5
being
the
best
and
1
being
the
worst)
______
appropriate
______
memorable
______
meaningful
______
believable
______
attention‐getting


Do
you
think
the
logo
represents
the
business
well?
Why?
________________________________________________________________
Which
part
of
the
logo
catches
your
attention
the
most?
___________________________________________________________________
Which
part(s)
of
the
logo
you
like
the
most?
________________________________________________________________________________
Which
part(s)
of
the
logo
need
improvement?
Why?
_______________________________________________________________________

  18. 18. SLOGAN
TESTING

Life
is
colourful

Please
rate
the
following
(5
being
the
best
and
1
being
the
worst)
______
appropriate
______
memorable
______
meaningful
______
believable
______
understandable
______
pronounceable
______
attention‐getting

Do
you
think
the
slogan
represents
the
business
well?
Why?
______________________________________________________________
Which
part
of
the
slogan
catches
your
attention
the
most?
________________________________________________________________
Which
part(s)
of
the
slogan
you
like
the
most?
______________________________________________________________________________
Which
part(s)
of
the
slogan
need
improvement?
Why?
_____________________________________________________________________



Colour
your
life

Please
rate
the
following
(5
being
the
best
and
1
being
the
worst)
______
appropriate
______
memorable
______
meaningful
______
believable
______
understandable
______
pronounceable
______
attention‐getting

Do
you
think
the
slogan
represents
the
business
well?
Why?
______________________________________________________________
Which
part
of
the
slogan
catches
your
attention
the
most?
________________________________________________________________
Which
part(s)
of
the
slogan
you
like
the
most?
______________________________________________________________________________
Which
part(s)
of
the
slogan
need
improvement?
Why?
_____________________________________________________________________



Keeping
life
colourful

Please
rate
the
following
(5
being
the
best
and
1
being
the
worst)
______
appropriate
______
memorable
______
meaningful
______
believable
______
understandable
______
pronounceable
______
attention‐getting

Do
you
think
the
slogan
represents
the
business
well?
Why?
______________________________________________________________
Which
part
of
the
slogan
catches
your
attention
the
most?
________________________________________________________________
Which
part(s)
of
the
slogan
you
like
the
most?
______________________________________________________________________________
Which
part(s)
of
the
slogan
need
improvement?
Why?
_____________________________________________________________________


 ‐
THANK
YOU
FOR
YOUR
COOPERATION
‐

  19. 19. LOGO
AND
SLOGAN
SURVEY
RESULTS
AND
ANALYSIS
 
Logo
testing

Strength
Colorful
squares
catch
attention

Weaknesses
Too
plain
Square
does
not
represent
the
business
Lack
of
café
business
angle




Strength
Palette
and
coffee
cup
represent
the
business
well

Weaknesses
Clutter
–
too
much
is
going
on
Lack
of
consistency
in
fonts
used


Note:
As
all
three
of
our
proposed
logos
had
weaknesses
and
none
of
them
had
stood
out,
we
rejected
them
as
well
as
created
a
new
logo
that
combined
the
strengths
and
addressed
weaknesses.
Then
we
tested
again
using
the
same
questions
and
got
positive
feedback.


Slogan
testing
Colour
your
life





 


×