1 YOUR Prominent on the streets of Asia, “hawkers” are street JOURNEY vendors who depend on locally grown ingredients STARTS to create dishes sold from IMAGERY mobile carts and stands. • Daytime Mood 27 HERE • Night Mood 28 • Textures 30 • Usage 31 TEMPLATES THE LEGEND • Email signature 33 • Street 5 • Stationary 34 • Mantra 6 • Powerpoint 35 • Mission 7 • Roll out 36 PERSONALITY • SOP 37 • Our Voice 8 ENVIRONMENT • Our Values 10 • Interior Elements 39 • Do’s and Dont’s 11 • Signage 41 SYMBOLS • Uniforms 42 • Heritage 12 GRIDS • Icon 13 • Newsletter 48 • Logo 14 • Website 49 • Alternate Logos 15 • Usage 50 TYPOGRAPHY SOCIAL 17 • Headline • Instagram 52 18 • Secondary Headline • Facebook 54 19 • Body • Social Media 55 • Callout & Quotes 20 • Usage 21 COLOR • Palette 22 • Usage 24
2 3 HERE’S
WHAT WE WHAT IS KNOW... STREET?
SO FAR Our "streets" are our dynamic spaces through which people can experience their surroundings. More than a place, INSPIRED BY OUR it's a vibe we purposefully create. FOUNDERS’ TRAVELS TO ASIA AND MEMORIES OF GROWING UP, THEY ALL CRAVED THE OUR TURF STREET EATS UNAPOLOGETIC FLAVORS
OF ASIAN STREET FOOD— Our environments reflect the 'hoods Yep, we're a scratch kitchen. DUMPLINGS WITH BOUNCE, that they're in. Our menu compiles the best street SPICY CURRIES, CRISP Hawkers Asian Street Fare is We offer a unique sense of foods from all over Asia (including our PORK BELLY, AND THE a vibrant, Asian-street-food- adventure to first-time travelers own family recipes which are still served inspired dining occasion. or returning regulars. on the streets today). LIST GOES ON. HAWKERS aims to redefine the Asian dining experience within Our vibe is authentic to our own We encourage sharing (and trying the fast-casual dining market. experiences in Asia. something new every time). We accomplish this with diverse offerings of hand-crafted food and beverages, street-inspired ambiance, and uniquely SQUAD GOALS insightful approach to guest service. Street means "hustle." We're hungry for every opportunity.
We like to think of our team as family (and some of us actually are).
We break the rules and reinvent guest expectations. THE LEGEND
4 | THE LEGEND 5 OUR MANTRA OUR MISSION BE DISRUPTIVE, To share the culture of Asian street food by creating authentic experiences that bring people together. ALWAYS CARE, In our everyday interactions, we & NEVER strive to create experiences with a lasting, positive impression. Our brand approaches work, people, and COMPROMISE. experiences with accountability for our actions. BE DISRUPTIVE ALWAYS CARE
Our mission is to disruptively Our mission is to care without innovate and create an experience ceasing in everything we do. Our so profound that it turns our mission is to care for every guest industry on its head. Our mission as if they are our only guests. Our is not to succumb to the norms, mission is to care for our team as we but to challenge the status quo and would family. Our mission is to care continually raise the bar. about creativity and carry it through each brand element.
NEVER COMPROMISE
Our mission is to never settle for PASSION anything less than the best. Our mission is to pay attention to the LEAD US details and seek to maximize the potential in every experience. HERE THE LEGEND
6 7 SPEAK
UP WE HAWKERS IS CAN’T ENGAGING, HEAR YOU PASSIONATE, GENUINE, & AUTHENTICITY IS THE CORE ELEMENT OF OUR BRAND VOICE. WITTY. THROUGH EVERY INTERACTION, OUR VOICE RESONATES WITH OUR TRAIT HOW WE OWN IT MISSION AND CULTURE WHILE HAVING SOME ENGAGING Charasmatic copywriting FUN ALONG THE WAY. Favorable interest in our product Polls on social media There's no gimmick to who we are. We have a mindful approach when it comes to guest perspective and use our PASSIONATE Bold language voice to build hype around the Championing our industry Hawkers brand. We enjoy a Emphasis on our team clever foodie pun and embrace Millenial jargon. Our personality embraces adventure and trying Honesty and directness something new. We want to be GENUINE Transparency of who we are known for having and being a PERSONALITY really good time. Owning mistakes
WITTY Inventive verbal humor Exuding coolness Quick responses to situations 8 | PERSONALITY 9 LEARNTHE LINGO
WE SAY NOT
SMALL PLATES TAPAS
VALUES ASIAN SCRATCH KITCHEN ASIAN FUSION PEOPLE FIRST At our core, we value people - our community, our team, and our guests. We believe in being others-centered. SHARING ENCOURAGED FAMILY STYLE PERSEVERING ATTITUDE
If not for our teams attitude of perseverance, we would not be in this room. Many days have come and gone where the easy decision would be to hang it up. Not us. When the going gets tough, this tough gets tough. MICRO-CHAIN FRANCHISE PRIDE OF WORK Often mistaken for arrogance, pride of work means quite the opposite - having the humility to see the flaws in your work and the courage to confront them every single day. We believe anything worth doing is worth doing well. TEAM MEMBER EMPLOYEE PIONEERING SPIRIT This is the fundamental business philosophy for our concept. Although we listen to experience, we value paving our own way and taking calculated risks to push the bar higher. Nothing ventured, nothing gained. PERSONALITY PROFITABLE APPROACH CENTRAL KITCHEN CORPORATE OFFICE This completes the cycle. We understand that without a profitable operation, we cannot reinvest in our people, pioneering, or perseverance. We value that profitability creates new opportunities for our team.
10 11 YOU’LL KNOW IT THE HAWKERS ICON Correct Application The icon can be used as a stand alone piece, either encompassed inside a stroked circle, where the WHEN YOU inner symbol matches the outer shape or as a solid-color or gradient circle. This must always be the case. The examples, on the right, show SEE IT acceptable icon color formation. The hawkers icon may also be used as a design element.
OUR LOOK BEGINS WITH THE HAWKERS BRAND SYMBOL. INSTANTLY RECOGNIZABLE, YET CURIOUSLY AMBIGUOUS, Incorrect Application THE ICON SHOWS A The crossed out examples on the HAWKER PICTORIAL WHILE right, show unacceptable scenarios for the icon. Using colors other RESEMBLING AN ASIAN then those shown above, or an icon LETTER-FORM, AS WELL. without a white character should not be used.
SIZING & PLACEMENT SYMBOLS
The minimum size the icon graphic 19PX should be used at is 19 pixels (digital communication) or 6.75 mm (print communication). The icon should not be less than 1x itself from the edge of the 6.75MM 1X page or other design elements.
12 | SYMBOLS 13 THE HAWKERS LOGO MICRO LOGO
Full Hawkers Logo Micro Logo Our logo introduces the full brand Our Micro Tag introduces a name, our two main type-styles, standalone ‘Hawkers’ version with and the Hawkers icon. The full logo one type-style, and the Hawkers should always be used for external icon. The micro tag should be used facing marketing materials. on internal marketing materials. Color options for the full logo also apply to the micro logo.
Icon Logotype Icon Logotype
COLOR OPTIONS BADGE
Four-color and one-color options Our Badge introduces the full brand are available. Full black or white name, our two main type-styles, versioning is permissible when and the Hawkers icon. Four-color needed. and one-color options are available. Full black or white versioning is permissible when needed.
SIZING & PLACEMENT 125PX The minimum size of the logo is 125px wide or 44mm.
Give the logo the spacing SYMBOLS that it deserves. Use the icon 44MM as a unit of measurement to
ensure that other elements 100PX don’t sit too close. This applies to all logos. The minimum size of the micro logo is 100px wide or 35mm. 35MM
14 15 YOU’RE
JUST HEADINGS & DISPLAY OURTHE BROTHERS TYPEQUICK BROWN Font Family How to use it OUR CHOICE OF TYPEFACE BROTHERS All Caps IS AS IMPORTANT AS Leading 2pt less than font size WHAT WE DO WITH IT. Tracking 20em WE BELIEVE THEFOX BEAUTY Ten word maximum OF TYPE LIES IN UTILITY. Can be used as a design element IN SHORT, PRETTINESSJUMPS WITHOUT READABILITY Regular Designer SERVES NO ONE. OVER A B C D E F G H I J K L M JOHN DOWNER
N O P Q R S T U V W X Y Z TYPOGRAPHY a b c d e f g h i j k l m THE LAZY n o p q r s t u v w x y z DOG
16 | TYPOGRAPHY 17 SECONDARYALTERNATIVE HEADLINE PRIMARYALEGRAYA FONT GOTHIC No 3 D
Font Family How to use it Font Family How to use it
ALTERNATIVE GOTHIC No 3 D All Caps 11pt text 16pt text Alegraya Leading 6pt greater than font size Leading 4pt greater than font size or 8pt greater when using a list Tracking 50em Tracking 10em Can be used as a design element Upper lower case
Regular Designer Regular Designer
A B C D E F G H I J K L M URW++ A B C D E F G H I J K L M CYREAL PRINCIPAL N O P Q R S T U V W X Y Z N O P Q R S T U V W X Y Z DESIGN a b c d e f g h i j k l m a b c d e f g h i j k l m TYPOGRAPHY n o p q r s t u v w x y z n o p q r s t u v w x y z
Bold
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
18 19 CALLOUTSLORA & PULL ITALIC QUOTES USAGE EXAMPLE
Font Family How to use it
20pt text Lora Italic Leading 4pt greater than font size Header Tracking 10em THE STORY Upper lower case Secondary Header THE SPECTACLE BEFORE US WAS INDEED SUBLIME.
Regular Italic Designer Apparently we had reached a great height in the atmosphere, for the sky was a dead black, and the stars had ceased to twinkle. By the same illusion which lifts the Body Copy horizon of the sea to the level of the spectator on a hillside, the sable cloud beneath CYREAL A B C D E F G H I J K L M N was dished out, and the car seemed to float in the middle of an immense dark PRINCIPAL sphere, whose upper half was strewn with silver. Looking down into the dark gulf O P Q R S T U V W X Y Z DESIGN below, I could see a ruddy light streaming through a rift in the clouds.
a b c d e f g h i j k l m TYPOGRAPHY Callout The spectacle before us was indeed n o p q r s t u v w x y z sublime. The light was bright in the sky.
Bold Italic
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
20 21 ARE HUE
HEX #FF4713 HEX #08AD7A HEX #555759 THROWIN’ C: 0 C: 79 C: 65 M: 86 M: 4 M: 56 Y: 99 Y: 70 Y: 53 K: 0 K: 0 K: 29 SHADE? PMS 172 100 PMS 339 100 PMS 425 80 80
60 60 OUR COLOR PALETTE 40 40 IS INFLUENCED BY THE VIBRANCE OF OUR 20 20 Primary colors and sub-tones Primary colors FOOD, THE TEXTURES PRIMARY AND ELEMENTS OF THE HEX #F79723 HEX #287661 HEX #98A3AD PMS 7564 PMS 555 PMS 7543 STREETS AND THE HEAT C: 0 | M: 48 | Y: 97 | K: 0 C: 83 | M: 33 | Y: 67 | K: 17 C: 43 | M: 30 | Y: 26 | K: 0 AND ENERGY OF OUR KITCHEN. COLOR Fire Lemon-grass Charcoal HEX #C32027 HEX #68A2B9 Ginger PMS 711 PMS 549 Basil C: 16 | M: 100 | Y: 98 | K: 6 C: 61 | M: 24 | Y: 20 | K: 0 Steel Chili Water Tamarind
HEX #BD9031 PMS 7556 C: 26 | M: 42 | Y: 99 | K: 4 Secondary Accents Secondary ACCENTS
22 | COLORS 23
Vietnamese vinaigrette vinaigrette Vietnamese
D N E G E L fried shallots, roasted peanuts, peanuts, roasted shallots, fried
Sichuan peanut dressing dressing peanut Sichuan vinaigrette wine Vietnamese vinaigrette vinaigrette Vietnamese
carrots, basil, mango salsa, salsa, mango basil, carrots, spring onions, sesame seeds, seeds, sesame onions, spring rice celery, onions, spring rice noodles, wonton crisps, crisps, wonton noodles, rice
FAMILY RECIPE cilantro, shrimp, poached noodles, bean sprouts, cucumbers, cucumbers, sprouts, bean noodles, cucumber, cilantro, carrots, basil, sprouts, lettuce,bean
...8 SHRIMP &
wheat chicken, wok-seared octopus, poached sliced thinly pork, lemongrass spring roll, roll, spring
PAPAYA GREEN ...8 SALAD TIGER ...8.5 BÚN VIET ...7.5 CHILL & SESAME
SALADS
SOME HEAT
sprouts bean
curry signature onions, spring
eggs, onions, bell peppers, spring onions, onions, spring peppers, bell onions, eggs, egg noodles, onions, carrots, bean sprouts, sprouts, bean carrots, onions, noodles, egg
curry rice noodles, shrimp, chicken breast, breast, chicken shrimp, noodles, rice curry ...9 NOODLES DUCK CURRY ...1.5 ...1.5 RICE BROWN OR JASMINE
...8.5 FUN MEI SINGAPORE
sprouts bean onions, spring onions, spring onions onions spring onions,
DIETARY ALTERNATIVES UPON REQUEST
onions, bean sprouts, onions, soy sauce soy onions, sprouts, bean onions, lettuce, eggs, cheong, laap eggs, chicken, shrimp, noodles, rice
VEGGIE FRIENDLY VEGGIE spring steak, sliced noodles, rice wide siu, char shrimp, chicken, ...8.5 TEOW KWAY CHAR
...9 FUN HAW BEEF ...8 CHOW YANG
CHENG’S CHEE
lime peanuts, roasted potatoes, carrots,
eggs, onions, soy sauce sauce soy onions, eggs,
lime peanuts, roasted pepper,
onions, napa, bean sprouts, onions, onions, sprouts, bean napa, onions, siu, char shrimp, chicken,
sprouts, carrots, spring onions, red chili chili red onions, spring carrots, sprouts,
...8 FAAN CHOW
egg noodles, tofu, shrimp, eggs, spring spring eggs, shrimp, tofu, noodles, egg
NOODLES
rice noodles, shrimp, chicken, eggs, bean bean eggs, chicken, shrimp, noodles, rice ...8.5 GORENG MEE
...9 THAI PAD
sliced steak, eggs, onions onions eggs, steak, sliced
carrots, dark soy sauce soy dark carrots, ...8.5 RICE FRIED KIMCHI
GLUTEN FREE carrots onions, sprouts, spring onions, napa, bean sprouts, onions, onions, sprouts, bean napa, onions, spring
egg noodles, spring onions, napa, bean bean napa, onions, spring noodles, egg
egg noodles, shrimp, chicken, char siu, siu, char chicken, shrimp, noodles, egg
eggs, onions, basil basil onions, eggs,
...8 MEIN LO CHICKEN
...9 MEE HOKKIEN
...6.5 RICE FRIED BASIL
sprouts, spring onions, carrots onions, spring sprouts, cucumbers peppers, red
RICE
udon noodles, chicken, eggs, onions, bean bean onions, eggs, chicken, noodles, udon
wheat noodles, minced chicken, yow choy, choy, yow chicken, minced noodles, wheat DIM SUM NOODLES
...8.5 UDON YAKI ...8 DAN DAN MIAN MIAN DAN DAN ROTI CANAI ...23 PAD THAI ...45 Malaysian flat bread served with a side of rice noodles, shrimp, chicken, eggs, bean our signature curry sauce sprouts, carrots, spring onions, red chili pepper, roasted peanuts, lime #DIMSUMCRUNCHYBALLS ...40/15 pCs shrimp, pork, crispy spring roll batter CHEE CHENG’S CHAR KWAY TEOW ...43 rice noodles, shrimp, chicken, eggs, spring
SPRING ROLLS ...28/14 rOlls onions, bean sprouts
crisp wrap, shredded vegetables,
CHICKEN LO MEIN ...40 ES T PLA
wood ear mushrooms & SHRIMP &
egg noodles, spring onions, napa, bean sprouts, WINGS FRIED
OUAR POPULA
CHOW FAAN CHOW PAPAYA GREEN THAI PAD CANAI ROTI onions, carrots TWICE KOREAN
CHICKEN EGG ROLLS ...32/14 rOlls
RICE SALAD NOODLES SUM DIM egg noodle wrap, cabbage, carrots BITES STREET TAKEOUT YAKI UDON ...43 udon noodles, chicken, eggs, onions, spring
GOLDEN WONTONS ...38/30 piECEs onions, carrots, bean sprouts FAVORITE! A TRY hand-made daily, chicken, shrimp, fried to a crisp,
USAGE EXAMPLES served with sweet chili sauce ...45 CURRY DUCK NOODLES FREE GLUTEN
SALAD egg noodles, onions, carrots, spring onions, 1
EDAMAME ...20 bean sprouts, served in our signature curry sauce
sea salt and sesame oil
STREET BITES STREET 2 SALAD BITE STREET 1
DAN DAN MIAN ...40 OR
YI-YI’S CHICKEN DUMPLINGS ...26/16 pCs egg noodles, minced chicken, yow choy,
hand-rolled daily, wok-seared or steamed red peppers, cucumbers, spring onions DIM SUM DIM 2 DIM SUM DIM 1 SALAD BITE STREET 1
OR
VEGGIE FRIENDLY
DIETARY ALTERNATIVES UPON REQUEST
RICE 2
RICE 1
DIM SUM DIM
STREET BITES RICE 1
NOODLES 2 NOODLES 2 RICE NOODLE 1
HAWKER WINGS ...35/25 wings BASIL FRIED RICE ...33 OR COLOR choice of sauce or rub, served battered or naked eggs, onions, basil HEAT SOME
1001 PARK ST. CHOW FAAN ...40
FEEDS 20-25 FEEDS 10-15 FEEDS HAINANESE SPRING ONION GINGER 5-8 FEEDS
chicken, shrimp, char siu, eggs, onions, soy sauce
CHUAN JERK FIVE-SPICE
LARGE FARE LARGE FARE MEDIUM JACKSONVILLE, FL 32204 JASMINE OR BROWN RICE ...10 FARE SMALL KOREAN TWICE FRIED WINGS ...40/25 wings
(904) 508-0342 garlic Gochujang sauce, peanuts, sesame, cilantro RECIPE FAMILY LEGEND
HAWKERS’ DELIGHT ...33 SALADS FARE HE T RE SHA
wok-seared tofu, broccoli, napa, carrots, bell peppers, shiitake and straw mushrooms GREEN PAPAYA & SHRIMP ...40 RECOMMENDATIONS OUR carrots, basil, cilantro, mango salsa, fried shallots, roasted peanuts, spicy vinaigrette PO PO LO’S CURRY ...40 assorted vegetables served in our signature VIET BÚN ...43 curry sauce, served with rice lemongrass pork, spring roll, lettuce, bean CHICKEN BEEF SHRIMP TOFU sprouts, basil, rice noodles, wonton crisps, Vietnamese vinaigrette EAST STREET TACOS ...35/10 TACOs TIGER SALAD ...40 BULGOGI BEEF poached octopus, carrots, cilantro, spring onions, FIVE-SPICE FISH celery, cucumber, rice wine vinaigrette THEORY SATAY CHICKEN EATHAWKERS.COM LETTUCE WRAPS ...42 SPGTKO-T3_CX-0618 wok-seared shiitake mushrooms, water chestnuts, BY T HE LB. carrots, bean curd, garlic, ginger, rice sticks CHAR SIU ...20/ lb SIU YOKE ...18/ lb TOFU BULGOGI BEEF pork shoulder, sweet crispy pork belly, ROAST DUCK SATAY CHICKEN soy, spring onions hoisin dipping sauce #EATHAWKERS
1235 CENTRAL AVE. CA T ERING ST. PETERSBURG, FL 33705 (727) 521-7253 MENU HAPPY TAKEOUT
EATHAWKERS.COM CQF_STP_0218 HOUR DINING MENU FIND US ON #EATHAWKERS MENU
TIGER ASIAN LAGER
SELECT BREWS & HOUSE WINES COLOR TIGER BOMBS SMALL PLATES
ROTI CANAI SUMMER ROLLS EATHAWKERS.COM two per order, Malaysian flat bread, two per order, chilled rice wrap, our signature curry sauce noodles, lettuce, basil, mint, bean FIND US ON #EATHAWKERS sprouts, peanut dipping sauce
CHICKENHH BW 02/18 EGG ROLLS two per order, egg noodle wrap, GOLDEN WONTONS cabbage, carrots six per order, hand-made daily, fried to a crisp, sweet chili sauce MEATBALLS WITH CURRY SAUCE two skewers WOK-FIRED LETTUCE shiitake mushrooms, red chilies KOREAN TWICE FRIED WINGS three per order, garlic Gochujang sauce, EDAMAME LATE peanuts, sesame, cilantro sea salt and sesame oil
DIETARY ALTERNATIVES UPON REQUEST NIGHT HAPPY HOUR MON–FRI 3PM–6PM / LATE NIGHT WED–SAT 10PM–CLOSE CATERING
LAPEL PINS
24 25 OUR
IMAGE IS MOODBOARD EVERY- DAYTIME THING
OUR IMAGE STYLE IS BROKEN INTO TWO MOODS, DAY AND NIGHT. DAY SHOULD BE DEFINED
BY A HUMAN ELEMENT, IMAGERY RELATIONSHIPS, AND NATURAL LIGHT. NIGHT SHOULD FOCUS ON ENVIRONMENT, Daytime shoots should focus on the human element. This SATURATED LIGHT, AND can include anywhere from HIGH CONTRAST. BOTH someones hands, to a group of MOODS FOCUS ON DEPTH people. When photographing people, they should not be OF FIELD, MOTION, ENERGY, looking at the camera and take a AND AN EMPHASIS ON more natural, candid approach. The concept is to see the guests TEMPERATURE. and the restaurant in their natural state. Unique angles and action shots area also prioritized HUMAN ELEMENT to give the photos more energy and life. RELATIONSHIPS NATURAL LIGHT HIGH ENERGY
26 | IMAGERY 27 MOODBOARDNIGHT
When possible, night shoots should be prioritized. The key focus of night shoots are environmental, high contrast, and deep saturation. A human element is not always required, but is a plus. Using unique perspectives and light reflections are ideal. IMAGERY SATURATION ENVIRONMENT LIGHTS CONTRAST
28 29 TEXTURES& PATTERNS USAGE EXAMPLE
A variety of textures and patterns Gradient and solid color overlays are used throughout design work, some of which are featured to the right. Textures should be Using a multiply affect for gradient and seamless and simple and work primary solid colors over an image are in many different instances, allowed when using images as a design either as a stand alone piece, element. background element, or image overlay. IMAGERY
Blackout backgrounds
Applying a reduced opacity black over an image is allowed when using an image as a background element for text to help with legibility.
Texture and pattern overlays
Textures and patterns can be used in conjunction with photography to create unique effects that add depth and personality to the image.
30 31 LET’S
GET EMAIL SIGNATURE DOWN TO Email signatures are generated in WiseStamp and will include your full name, title, phone number and email. Social icons are also included and link to the hawkers BUSINESS social pages. Email signatures should not be changed (special circumstances may arise and should be approved by marketing). The email signature should be included in every initial email. Including signature in reply emails is allowed but not mandatory. To install your signature visit ALL MEMBERS OF THE hawker.wisetaillms.com HAWKERS TEAM SHOULD STATIONARY USE THE FOLLOWING OFFICIAL BRAND ELEMENTS TO KEEP CONSISTENCY ACROSS ALL CHANNELS OF FIRST LAST Name & Title COMMUNICATION. Title | Hawkers Asian Street Fare A 54 W Church St #250, Orlando, FL 32801 Contact Info O 407 255 2200 C 000 000 0000 W eathawkers.com Social Links
32 | TEMPLATES 33 STATIONERY POWERPOINT
Stationery is setup and distributed by marketing and The powerpoint template consists of 4 color options should be consistent across the company. The examples in a 4:3 aspect ratio. These color options can be used below demonstare proper setup. For access to files and together to create sections, callouts, or other setups ordering contact us at [email protected] that work best for your need. The template is set up with Proletar and Brothers fonts. For access to files contact us at [email protected]
H E A D E R STATIONARY
SUBHEAD
Body copy Charcoal It's not who I am underneathH butE whatA I doD that definesE R me. It means you're hatred, and it also means losing someone, who I've cared for since I first heard his cries echoing throughSUBHEAD this house. But it might also mean saving your life. And that is more important. What if, before she died, she wrote a letter saying she chose Harvey Dent over you? And what if, to spare Body copy you pain, I burnt that letter? Gotham's time has come. I'm Batman Fire It's not who I am underneathH butE whatA I doD that definesE R me. It means you're hatred, and it also means losing someone, who I've cared for since I first heard his cries echoing throughSUBHEAD this house. But it might also mean saving your life. And that is more important. What if, before she died, she wrote a letter saying she chose Harvey Dent over you? And what if, to spare Body copy you pain, I burnt that letter? Gotham's time has come. I'm Batman Steel It's not who I am underneathH butE whatA I doD that definesE R me. It means you're hatred, and it also means losing someone, who I've cared for since I first heard his cries echoing throughSUBHEAD this house. But it might also mean saving your life. And that is more important. What if, before she died, she wrote a letter saying she chose Harvey Dent over you? And what if, to spare Body copy you pain, I burnt that letter? Gotham's time has come. I'm Batman White It's not who I am underneath but what I do that defines me. It means you're hatred, and it also means losing someone, who I've cared for since I first heard his cries echoing through this house. But it might also mean saving your life. And that is more important. What if, before she died, she wrote a letter saying she chose Harvey Dent over you? And what if, to spare you pain, I burnt that letter? Gotham's time has come. I'm Batman
34 35 ROLL OUT DOCUMENT SOP
The Roll out document is set up using microsoft word to The Standard Operating Procedure (SOP) document is set up allow for easy editablity across all users. For access to the using microsoft word to allow for easy editablity across all users. template contact us at [email protected] For access to the template contact us at [email protected]
ROLLOUT “RECIPE”:
What we’re making: SCOPE CK Operations and Store Operations personnel can be bonused and their respective bonus programs will be reviewed annually. The bonus programs will be reviewed after all budgets are
STATIONARY ROLLOUT TYPE Description approved by the CEO. Bonus programs are reviewed annually to ensure that our compensation packages stay relevant for the industry so we can continue to recruit top tier talent. Company bonus programs will reflect financial expectations and relevant initiatives. Once our quarterly
STANDARD OPERATING PROCEDURE: financial reporting is complete the finance department will be responsible for calculating DURATION company bonuses
ROLLOUT TITLE Dates OPERATIONS BONUS INGREDIENTS: Description What we need: ● Budget ● Bonus Document
DEVELOPMENT AND ● Bonus Calculation Sheet MESSAGING: OFFER & CALL TO ACTION
Description REPORTING DIRECTIONS:
Operations Bonus Development ● Budgets will be developed by the leadership team and approved by the CEO ● Director of Operations will review approved bonus budgets to make necessary changes to expected bonus payouts ● Director of Operations will review current bonus programs for all bonused operations personnel and provide updated bonus programs to finance department ● Finance department will review suggested changes and overall bonus programs to ensure payouts fall within bonus budgets ● Finance will send any recommended changes and provide expected payouts based on suggested program to Director of Operations ● Director of Operations will present bonus programs to CEO for approval ● CEO will approval operational bonus programs DOCUMENT DETAILS:
Operations Bonus Calculation Date June 6th, 2018 ● Operations and Finance will develop a bonus calculation sheet to used to calculate Version 0.1 quarterly bonuses Rollout Date ● Financial month end will be completed following the financial month end SOP Authors Adam Heath Rollout Title Operations Bonus Development and Reporting Operations Bonus Development and Reporting STANDARD OPERATING PROCEDURE | June 2018 STANDARD OPERATING PROCEDURE | June 2018
● Finance will calculate store bonuses based on approved bonus program outlined in the bonus calculation sheet ● Director of Operations will review and recommend any changes to the calculation based on extenuating circumstances COMPONENTS &/OR IMAGES USAGE ● Director of Operations will review with Director of Finance and make final
recommendations to CEO Print Description ● CEO will approve bonus payouts
• Description Image or example • Description POINT OF SALE OPERATIONS
Description
Digital
• Description RALLY
Description
COMMUNICATION
Description
“Example of communication”
Image or example
CAPTION (IF NEEDED)
Rollout Title Rollout Title Operations Bonus Development and Reporting STANDARD OPERATING PROCEDURE | June 2018
EXAMPLE ROLL OUT EXAMPLE SOP
36 37 HEY
THERE INTERIOR ELEMENTS GOOD MATERIALS
Use of street elements, such as brick, white subway tiles, raw LOOKIN’ concrete and reclaimed wood should be used to represent our street identity. Accent walls with murals, newprint tables,
neons, and exposed bulb lighting should also be included in ENVIRONMENT every location and are a staple of the Hawkers look.
EACH HAWKERS LOCATION IS UNIQUE TO THE NEIGHBOORHOOD IN WHICH IT RESIDES, BUT CONSISTENT INTERIOR ELEMENTS, EMPLOYEE UNIFORMS, EXTERIOR SIGNAGE AND EVENT BOOTHS ARE CRUCIAL TO MAINTAINING A RECOGNIZABLE BRAND. BRICK CONCRETE RECLAIMED ELEMENTS EXPOSED BULBS MURALS NEON
38 | ENVIRONMENT 39 INTERIORUSAGE ELEMENTS EXTERIOR SIGNAGE MAIN SIGNAGE VERTICAL BLADE
The following images show the combination of multiple elements to create a cohensive, unique environment. Our main exterior sign consists of the logotype In some instances a horizontal logo wont suffice. Composition, color, and balance are key when bringing street from the primary logo. The icon is not required for In these instances the use of a vertical blade sign is and asian elements together to create something new that is exterior signage. Neon color options are fire and utilized. These signs have fire text with a lemongrass ENVIRONMENT exclusive to the Hawkers brand. lemongrass and depends on the location. border and lemongrass neon. Icon can be added.
FINDING BALANCE AMONG VASTLY UNIQUE STREET INSPIRED ELEMENTS ASIAN STREET FARE
ST. PETE WINDERMERE
40 41 COOK & CHEF & SOUS CHEF UNIFORMS PREP PANTS Cook & Prep team Cook & Prep team members will members are to have an updated look with tees, wear black or dark aprons, and hats. Our gear says a lot PANTS charcoal chef pants. about our brand and these apparel Cook & Prep team changes will speak to Hawkers more members are to wear than ever before. black or dark charcoal chef pants. ENVIRONMENT SHIRTS CHEF COATS Cook & Prep team members will Chef and Sous Chef be required to wear solid grey team members will t-shirts that are free of any logos be provided (4) Chef or graphics. Heather fabrics are Coats per chef. The preferred. Solid grey long sleeve style has cool vent shirts can be layered underneath siding, zippers, and during cooler months, if needed. roll-up sleeves. LAPEL PINS Chefs and Sous Chefs are to wear our APRON APRON orange Hawkers Icon pin in a visible Hawkers will provide (3) aprons Hawkers will provide (2) aprons manner on the coat lapel or top corner of per team member, which will be per team member, which will be the apron. In addition to this lapel pin, required. required. Hawkers will provide an embroidered hash mark on the collar of the chef coat for every year of service. HATS Hawkers will provide (1) adjustable HATS snapback hat with mesh. Cook & Prep Hawkers will provide (1) adjustable snapback hat with mesh. Cook team members will be able to choose their & Prep team members will be able to choose their favorite from 3 favorite from 3 Hawkers original designs. Hawkers original designs. These will be required for wear. These will be required for wear.
42 43 SHIRTS MANAGERS • Servers, hosts and support are to wear a SERVERS, graphic t-shirts. Managers will now have the • T-shirts should be a solid-color and HOSTS & freedom to select the color, style, vintage-inspired. and fit of their attire, with minimal, • Short-sleeved is preferred (cuffed straightforward restrictions. This sleeves are approved). SUPPORT allows consistency across our stores, • Long-sleeved graphic shirts are providing clear recognition of who permitted in colder months, the manager is to our guests, while • if needed. Solid color long-sleeved also allowing the managers to find shirts can also be layered under an outfit that infuses their style and ENVIRONMENT personality into it. • short-sleeved shirts. SHIRTS • Distressed graphics and heather fabrics • Managers to wear button down Shirts or tops. are preferred. PANTS • Darker shades of grey, earth tones, denim, • Earth colors, muted tones, or Hawkers • Managers to wear black pants/denim, and chambray are all acceptable colors and brand colors are preferred. charcoal pants/denim, or dark blue denim. materials. • T-shirts should be fitted properly. • Fitted styles as shown below are preferred. • Three-quarter sleeves are preferred (long or Oversized styles or cropped shirts will short-sleeved shirts are also permitted.) not be permitted. PANTS • Lengthy t-shirts should be tucked in. • Servers, hosts and support are to wear Themes of interest: dark blue, charcoal, LAPEL PINS • Logos • Food/Drink or black denim. Managers to wear our • TV/Movies • Video Games • Fitted styles as orange Hawkers Icon pin • Cartoons • Geometric/abstract shown below are in a visible manner. • Superheroes patterns preferred. • Music • Comics • Pants can be lightly ripped. Excessive • Pop Culture • Asia/Asian-Inspired tearing is not Themes to avoid: permitted. • Violence/weaponry • Nudity • Political messaging • Profanity PERSONAL STYLE Incorporate your own accessories. PERSONAL STYLE LAPEL PINS Incorporate your own Servers and Hosts APRON may wear one pin Hawkers accessories. No hats are permitted in dining room. of choice. Hawkers will issue will issue (1) Icon (1) apron. pin, but team This is members are open required to wear any single as part of pin. your look.
44 45 SHIRTS BARTENDERS • Bartenders to wear solid ALL EMPLOYEES color henley shirts. Bartenders will have an updated • Three-quarter length KICKS look with henley shirts and denim. sleeves are preferred. Slip-resistant shoes are required in our restaurant environments. Shoes For Crews “MOZO” line are a great Our gear says a lot about our brand Long sleeves are approved look, but not required. Examples of the collection are highlighted below and these apparel changes will speak for cooler months. to Hawkers more than ever before. • Greys, earth tones, and Hawkers brand colors are all acceptable. PANTS • Bartenders are to wear dark blue, charcoal, or black denim. • Fitted styles as shown below are preferred. • Pants can be lightly ripped. Excessive tearing is not permitted.
PERSONAL STYLE Incorporate your own accessories. No hats are permitted in dining room. Additional affordable options can be found at the following vendors:
MEN’S • Delray-Canvas • Ollie II
WOMEN’S • Delray-Canvas • Ollie II
46 47 THIS WAS WIREFRAMENEWSLETTER BOUND TO GRIDS
A newsletter template is set up in POP-UP sendgrid.com and should be used for all email communications. 600px Logo placement, as well as the primary Logo image, disclosure, body copy, and social icons should remain consistent in every OUR GRID SYSTEM SETS email, however, all other elements can UP HOW WE ORGANIZE be included or removed based on the Primary Image / CTA THE WEBSITE, AS WELL AS specific needs of each email. OUR EMAIL TEMPLATES. FOLLOWING THESE GUIDES WILL CREATE A Body Copy CONSISTENT FEEL ACROSS ALL MOBILE PLATFORMS. Secondary CTA
Secondary Copy
Tetiary CTAs
Disclosure
Social Icons EXAMPLE
48 | GRIDS 49 Pages WIREFRAMEWEB USAGE EXAMPLE GRIDS
All primary and secondary web pages start with a full width image, overlayed with copy.
The home page allows for 3 column and
1 column blocks that can be moved to Main Home PRIMARY fit the needs of the website. Secondary pages can utilize 1, 2 or 3 column sections. 4 columns should be reserved for the locations page only.
Tertiary pages are set up as blog pages. They consist of a large image followed by a 2 column layout, consisting of a 70/30 split on width. A sidebar is utilized to display quick access information. Parent Location Our Story Merch All Menus
Careers SECONDARY
All Locations News
Contact TERTIARY HOME PAGE
50 51 LET’S
KEEP INSTAGRAM SOCIAL THIS ON POSTS
THE DM Promotional media Applying textual and graphic language to a food and/or beverage image shall be carefully designed and applied. A small percentage should be applied to VISUAL CONTENT promotional language and the larger to IS CRUCIAL TO OUR content that engages our audience. MARKETING STRATEGY ALONGSIDE THE BUZZ OF Food focus WORD OF MOUTH. SOCIAL MEDIA PRESENCE ALLOWS This one’s self-explanatory. We’ve got really good food and people want to see it. CONTROL OVER HOW WE A single plate shot works well at an angle CHOOSE TO REPRESENT whereas shareable meals with multiple plates work well as a flatlay. Natural light OUR BRAND, SHOW OUR Hawkers employs a mix of is always a plus. in-house content with a PERSONALITY, AND HOW generous amount of user- WE’RE ABLE TO KEEP generated reposts. We Lifestyle photography OURSELVES RELEVANT. carefully curate our images to give our followers a taste of Hawkers life. Due to For us, people enjoying Hawkers is what our aggressive expansion, it’s all about. We want to inspire people we’re fortunate to be in the to become Hawkers regulars or convert spotlight. Media outlets strangers to fans. Curating lifestyle generously share holiday content helps tell the Hawkers story. promotions, new store openings, and Hawkers happenings. Street savvy
It’s fun for us to highlight the neighborhoods we’re in, as well as Asian culture. From street art to fashion, to travel and beautiful sunsets, we love to capture what’s around us. 52 | SOCIAL @EATHAWKERS 53 SOCIAL MEDIA FACEBOOKPOSTS POSTS SOCIAL HASHTAG USAGE
Hawkers Asian Street Fare has a parent Facebook page with multiple child pages dedicated to store A cool brand needs even cooler hashtags to add to location. This allows our guests to appropriately each post! Check out our favorite hashtags to use check-in to their destination, both on Facebook for the ultimate Hawkers branding. and Instagram. #EATHAWKERS #HAWKERSASIANSTREETFARE #EATTHESTREETS Announcing on Facebook #SHARETHEFARE If we have exciting announcements to HOW TO MENTION US share... To make sure we see your awesome post, make sure to mention us by using our @EATHAWKERS username and tag us in your location by using the location tag option for Instagram and Facebook Stories and/or feed posts! Us in the news
Appropriately linking to media outlets...
GET REPOSTED
Do you think you have what it takes to get a repost? Use our hashtags on your photos to have a chance to get reposted! Linking from Instagram
Replicating great content from one shared source to another....
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