#laventine moodboard

[gigittamic]

͏✧ ू be my valentine please ୧ ❤︎︎ ୨

[fhlivebrief-blog]

NICK LAZARIDES CYPRUS KITCHEN

The Brief: To create a new brand identity for Cyprus Kitchen 

Notes from the Launch:

Initial Starting Point:

- Research:

-laventine cuisine

Competitors/Inspirations:

-soho house

-ottolenghi -more fitting in with where the cyprus kitchen would sit in the market

-leon -consistent branding throughout, really iconic french deli style

- appropriate colour palette

(initial ideas: brick dusty pink, bright blue, turquiose)

- foods

- social presence

-street food vendors

Logo:

- needs to say 'cypriot food'

- less generic

- more personality and style

Moodboards:

Capture the culture of the cypriot style

Vibrancy, colours and textures

Pattern design for identity!

CHEF + VLOGGER

(ident/social media presence for brand)

- all about the food

passion, language, food, expressions

Digital submissions only.

Crit day:

29th March (10-2) - can bring more than one idea

Final Deadline 6th April

Use on:

Packaging, street food stands, resturant, social media.

AIMS:

Rebrand to more contemporary feel.

modern and appropriate

colours/patterns/use of photography

- start with the logo, how can it work across platforms and medias.

- "Build an air of mysticism and eastern promise, but make it feel attainable and high quality"

- Suggest something more than the name does, not just a greek brand. more than just that.

TA:

Young professionals, upwardly mobile middle classes 20-50

Appreciation of good food

Healthy, Quality, Interesting.

- Week day: Busy lunch markets in central london

- Weekends: Middle class families, hipster farmers market type people.

- STREET FOOD SELLING POSH GREEK KEBABS - but he is a lot more than that

- far more varied than greek.

- 'Cypriot Cuisine'

- Levantine dishes

- Deliciously tasty, healthy, fresh and diverse

- High quality, fresh, deli style.

- A seductive yet fun tone

- Make it playful, not serious.

- make it playful through, colours, tone of voice, social media strategy.

The logo is not the be all and end all: it has to work hollisticly.

- a story helps when deciding on a brand identity- the logo make it relevant and relatable to the story of cyprus.

- INITIAL DELIVERABLES:

- logo

- colour palette

- Primary and secondary font for use on video and printed materials

- Any other assets felt necessary (menu/icons/web banners/ident)

BRAND APPLICATIONS:

- stand signage

- attire for staff (aprons/t-shirts)

- web/social application

- food packaging

NOTES FROM THE SKYPE CALL:

- est about 2 years ago after job in sales

-armenian/greek cypriot family

-supper clubs in london (people come over to flat, pay to eat, sell out)

-got more popular

-wanted to get into the london street food scene

-various locations across london, farmers markets/city center over 2 hour lunch sessions

-looking to progress and move forward into possibly a shop.

-currently seen as a posh kebab stand, but thats not what he wants, he wants a more substantial brand, healthy authentic food.

-not to be pigeonholed with greek.

- cyprus has been influenced by lots of different countries

- levantine areas, egyptian, turkish, lebanese etc.

- more of a mash up of dishes (eastern meddeterian)

- freshness, colour, exoticness

- variation, and attainable luxury

- pomegranate/super foods

- he feel he has grown out of the logo/ doesn't reflect the brand route.

- something that says cyprus not greece

WHERE:

Kings Cross (Outside st. martins college)

Paddington

Piccadilly

Private Catering for weddings etc.

(not just for market stands, and a shop, but corporate events/supper clubs too)

Questions:

Get rid of the name from the logo:

- just keep the wording Cyprus Kitchen

Vision for the future:

Selling to busy city places for the lunch time crowd, healthy, interesting alternatives.

- Colours:

sexy&fun combo - he likes black and white…. but its a bit serious.

Cyprus is full of colours:

- natural scenes in cyprus, flowers.

Packaging:

brown cardboard fold shut boxes for taboulé/ sesame carrots

boat shaped bag for pitta breads

Attire:

- polo shirt/apron

- looking to get branded as well.

Menu:

- Take away kind of informative menu

- Giving back story for the brand and menu

- Something nice to keep

or

Website Menu