The document provides details on developing a brand identity for a new bar called The Candy Bar located in Atlanta. It includes sections on strategic planning like target audience, brand values, and brand essence. It then covers execution elements like logo design, color palette, typography, website, menu, bottled vodka, and billboard advertising. The objective is to create a unified brand image and identity through visual elements and an advertising campaign to resonate with customers and compete successfully.

1. P I T C H B O O K

2. 01
“Candy is dandy,
but liquor is quicker.OGDEN NASH, HARD LINES

3. 02
4. IDENTITY
Logo Design - 15
Logo Analysis - 15
Color Palette - 16
Typography - 17
5. EXECUTION
Business Identity - 19
Custom Glassware - 20
Food & Drink Menu - 21
Website - 22
Candy Vodka Bottling - 23
Billboard Advertising - 24
CONTENT
1. OUR GOAL
Introduction - 03
Questions - 04
Objective - 05
2. STRATEGIC
Value Proposition - 06
Target Audience - 07
Target Audience VALS - 08
Target Audience Personas - 09
3. THE BRAND
Brand Core Values - 11
Brand Essence - 12
Brand Voice - 12
Brand Promise - 13
Single-Minded Idea - 13

4. 03
introduction
The Candy Bar is a new bar located in midtown Atlanta. This chic new night
spot features candy-inspired cocktails. The Candy Bar will also be selling
speciality flavored vodkas for purchase on their online store and at the bar.
The bar has yet to develop a cohesive brand image for their marketing
and advertising efforts so the primary focus will be to develop a brand
identity. The secondary focus of the project will be to develop a memorable
advertising campaign.
our goals

5. 04
questions
• Who are we?
• What is the product line?
• How are we different?
• What is our brand promise?
• What are our core values?
• What is our brand persona and brand essence?
• Who is our target market?
• What is our value proposition?
• What is the competitive landscape?
• What are our communication points
• What are our communicaton mediums?
• What is our logo and what is our rationale?
• What are the alternative logos?
• How and when should the logo be used?
• What colors are acceptable and when?
• What typography will be used for a unified brand image?
• What are our tone, image, feel and mood?
• How will we reflect our brand image in our design choices?

6. 05
The main objective for the project is to develop a unified brand image through
carefully selected logos, typography and colors by creating a branding and
style guide for future reference. Based on research and interviews, the creative
strategy has been developed to accurately identify the unique, niche features
of the brand and how to differentiate the Candy Bar from its competitors.
The objective of this branding campaign is to generate a niche brand image
that will resonate well with the target market, generate sales, and compete
successfully against other Atlanta bars.
objective

7. 06
The difference between this bar and so many other Atlanta
night spots is that it features candy-inspired cocktails and
candy-infused vodka bottles for purchase.
The Candy Bar is a unique, fun experience because the
Candy Bar creates delicious cocktails and drinks inspired
by popular candy flavors and is the perfect location for
bachelorette parties, 21st birthday parties and socializing.
value proposition
strategy

8. 07
TARGET MARKET:
- Women
- 21-35 years old
- Enjoy nightlife
- Social Butterfly
- Not big beer drinkers
- Sweet tooth
- Independent
- Free-spirited
- Fun-loving
- Girly and Feminine
- Enjoys private parties
- Values atmosphere & decor
- Career-oriented
- Financially savvy
target audience

9. 08
vals analysis
EXPERIENCERS
- Motivated by self-expression
- Young and enthusiastic
- Impulsive consumers
- Enthusiastic about new possibilities
- Seek variety and excitement
- Savor the new, the offbeat, and the risky
- Enjoy exercise, sports, outdoor recreation
- Extremely social
- Active consumers
- Spend high % of their income on fashion, entertainment & socializing.
- Purchases reflect an emphasis on looking good
- Strong desire to do “cool” stuff

10. 09
Alexandra, Chelsea, Amanda, Jasmine and Sophia are all
bridesmaids in the wedding of their sorority sister, Megan.
They all met in college at Georgia Tech as roommates and
even after graduating and moving to different cities, they still
remember the fun times they spent together in college and
have remained close.
They have been helping with the planning of Megan’s wedding
and are excited to for the upcoming bachelorette party at the
Candy Bar. After they spend the afternoon getting manicures,
pedicures and blowouts, they want a fun atmosphere and plan
to spend the night socializing with their best girlfriends.
MEET THE BACHELORETTE PARTY
target persona

11. 10
MEET LEAH
Leah McMahon is a 25-year-old woman living in Atlanta.
After attending Georgia State for her undergraduate
degree, Leah has just finished earning her law degree
from Emory. Since graduating, Leah is now interning for an
upscale law firm while she studies for the bar exam.
With the stress of school and work, Leah is always
looking for ways to unwind and spend time catching up
with friends. Her “work hard, play hard” attitude pushes
her to keep a balance with her many schedules. She is
looking for a fun atmosphere where she can unwind while
reconnecting with her busy girlfriends.
target persona

12. 11
1. Deliver an experience
2. Celebrate women & being feminine
3. Help bring friends together to network
4. Create delicious candy-inspired cocktails
5. Build a fun atmosphere for socializing
brand core values
the brand

13. 12
The Candy Bar believes it’s important to spend
time relaxing and socializing with the people
you care about most. The Candy Bar encourages
confidence, networking and developing strong
connections. We do this by delivering a fun
atmosphere to foster these relationships and by
creating memorable candy-inspired drinks.
The Brand Voice is:
• Fun-loving
• Optimistic
• Colorful
• Casual Chic
• Bright
• Savvy
• Personable
brand essence

14. 13
“We promise to give you the perfect environment to socialize and we
promise to deliver the unique and fun, candy-inspired cocktails. We are
the social butterflies; the ones who believe in fostering our friendships.
We promise that we will aid in your networking and socializing and we
will help you to feel at ease in a chic and fun atmosphere.”
The Candy Bar = Delicious Drinks and Fun Atmosphere
DRINK DESSERT.
our brand promise
single-minded idea

15. 14
brand
identity

16. 15
logo analysis
Hand-lettered type is used for the
“candy” portion of the logo
The use of swooshes & looped
ascenders and descenders gives a
more feminine feel.
Univers was used to create the
balance between “The” and “Bar”
Rough texture of outlines lends a
more liquid & organic feel
Melted-Candy Inspired Colors

17. 16
color palette
These colors should be exclusively used on all branding and advertising materials.
C 0 M 80 Y 0 K 0 | R 239 G 91 B 161 | WEB #EF5BA1 | PANTONE: 212 C
C 0 M 56 Y 94 K 0 | R 246 G 137 B 42 | WEB #F6892A | PANTONE: 715 C
C 5 M 46 Y 0 K 0 | R 231 G 158 B 197 | WEB #E79EC5 | PANTONE: 672 C
C 1 M 8 Y 61 K 0 | R 255 G 227 B 127 | WEB #FFE37F | PANTONE: 1215 C

18. 17
Univers primary typeface for logo, packaging and headers on all print & electronic communications
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
typography
}
}
}
22pt
16pt
12pt

19. 18
executions

20. 19
business identity

21. 20
custom glassware

22. 21
food & drink menu

23. 22
website

24. 23
candy vodka bottling

25. 24
billboard advertising

26. 25
DRINK DESSERT