FALL 2018 FALL

KAHLA WATKINS 1 TABLE OF CONTENTS 目次

INTRODUCTION 4

THESIS STATEMENT 6

METHODOLOGY 8 Books and Articles 8 Interview 11 Observations 11

RESEARCH 12 Background Information 12 Target Market 15 Marketing and Promotion 16 Design Considerations 18

ACTIONS TAKEN 22 Brand Identity 22 Collateral 24 Advertising 28 Web Design 34 Social Media 34 Merchandise 35

CONCLUSION 36

APPENDIX 38

BIBLIOGRAPHY 38

2 3 MISO HUNGRY THESIS INTRODUCTION

INTRODUCTION 前書き

When I was young I went through the typical middle school anime phase that seems to be a common stage of life. And like most everyone else, I outgrew that interest. However, in recent years my two brothers got me to start watching it again. Because I am older now, my appreciation for the Japanese culture grew. I noticed there were specific Japanese cuisines repeated in each show. One of special dishes was Onigri, which is a rice ball. After seeing the preparation of the dish in several episodes, I thought I would try making it myself. With the help of my mom, we attempted the dish, and it was an epic fail. Wouldn’t it be nice if there were a Japanese that offered genuine Japanese comfort foods such as Onigri?

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THESIS 論文

This project involved the marketing and branding of a Japanese food truck called Miso Hungry. This was accomplished through extensive research in the food truck industry, Japanese cuisine, the Japanese pop culture, artists such as Takashi Murakami, and new Japanese design as well as traditional Japanese design. The final result included a logo, food truck design, packaging, merchandise, a website, and advertising.

6 7 MISO HUNGRY THESIS METHODOLOGY

are considered the food truck METHODOLOGY 方法論 generation. Joseph Coughlin is the director AgeLab at MIT Descriptive research was used to “How One Korean Truck (Massachusetts Institute of gather this information. Qualitative Launched an $800 Million Technology) who’s research research is primarily exploratory Industry” published in National explores how demographic change, research. It is used to gain an Geographic provided insight on the technology and consumer behavior understanding of underlying marketing, branding, and operation drive innovations. reasons, opinions, and motivations. of a food truck business. David Brindley is currently the managing “3 Reasons Websites Are Vital for BOOKS AND ARTICLES editor for National Geographic, Small Businesses” provided insight a well renowned magazine on the importance of a website for Pantone: The Twentieth Century and channel that is known for a small business in todays day and in Color provided details on color exploration and honesty. age. Nicole Leinbach-Reyhle is a trends, shifts, and reoccurrences of contributor to Forbes magazine, a certain hues. Leatrice Eiseman is “The Two Faces of Takashi well renowned magaizine, who has a color specialist who also assists Murakami” provided details on written a book about managing and companies in color choice for a Takashi Murakami’s art career as marketing a retail business. range of areas. well as explained the idea behind the “Superflat” art movement. Thinking with Type: A Critical Jeff Howe is a writer for Wired Guide for Designers, Writers, Magazine. Editors, & Students provided details on using typography in visual “Curbside Enthusiasm: A Look communication from print to digital at Mobile Franchises” provided design. Ellen Lupton is a graphic an understanding of the range designer, curator at Smithsonian of mobile business possibilities Design Museum, and the director of as well as what to do/what not the Graphic Design MFA program at to do with a mobile business. Maryland Institute College of Art. Jason Daley is a contributor to Entrepreneur magazine, which is “Japanese Design: Art, Aesthetics an informational publication for & Culture” provided specifics on inspiration and solutions one needs Japanese Design such as clothing, to succeed as an entrepreneur. architecture, packaging, and contemporary works of art. Patricia “Millennials are the Food Truck J. Graham holds a Ph.D. in Japanese Generation” provided details on art history and has been in the field the target market of food trucks for over 30 years. and why exactly Millennials

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INTERVIEW

An interview with a Japanese Restaurant owner provided information related to marketing a Japanese food business. The owner has over 20 years experience in the restaurant field and was born and raised in Taiwan. Questions asked during the interview are located in Appendix A.

OBSERVATIONS

Observations were made at a food truck park to get a better understanding of how people interact in that environment as well as what they’re attracted to. A closer look at the designs of food trucks were made too.

Observations were also made in side of a Japanese restaurant.

10 11 MISO HUNGRY THESIS RESEARCH

homes or businesses” (Daley). Gold Japan capitalized on this idea States hasn’t been able to capitalize RESEARCH 研究 also suggests this when he notes because it was a way to avoid on vending machines because of “consumers have wearied of giant social etiquettes, it produces more the crime rate, so vending machines Results of the research led to chains but still demand food that is revenue, and it encourages impulse are mostly placed in front of valuable information related novel, inexpensive and fast” (Gold). buying. Because Japan’s crime rates established businesses. However, to the history of the food truck, Now, food trucks are common in are low, they don’t have to worry in Japan where the crime rate is advertising and marketing nearly every big city as well as in about vandalism, where as in the relatively low, it is common to see a commonly used in the industry, some suburbs, but the diverse food it is only common to vending machine standing alone in the specific target market for trucks we see today stem from Los see vending machines in front of a street (Kincaid). this business model, and design Angeles. L.A. is the “intersection established businesses. The United considerations for creating brand, between food and wheels” and is collateral, and advertising. a place where food trucks “define the landscape” (Gold). L.A. is where BACKGROUND INFORMATION Kogi’s award winning chef, Roy Choy, is from and now were food FOOD TRUCKS trucks featuring food such as “sushi, Brazilian barbecue, Greek The food truck industry has been sausages, red velvet pancakes, around for a long time. According Vietnamese , cupcakes, to Butler, evidence of the food truck Indian , Filipino halo-halo, concept predate automobiles and Texas barbecue and any of a stem from two separate dining hundred other things” can be found traditions from the years right (Gold). after the Civil War. Pushcarts and chuck wagons served cowboys VENDING MACHINES and urban workers, traveling with them to feed them. Fast Vending machines are a huge forward a few years to the Great part of Japanese lifestyle. By Recession, mobile businesses 1998, Japan had over 5.4 million such as food trucks became more vending machines (Kincaid). These ideal. Because the startup cost is vending machines sold anything much lower compared to brick- from “frozen beef, hamburgers, soft and-mortar operations, food trucks drinks, eggs, cigarettes, alcohol, can start bringing in revenue ice cream, soup, porn, towels, almost immediately, says Daley. flowers, bus tickets, train tickets, As mobile businesses became toys, batteries, coffee, DVDs, and more common “time-strapped and underwear.” Vending machines overworked consumers wanted are so popular for many reasons services brought directly to their but mostly for convenience.

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KARAOKE truck located in L.A., provides their and distinctive brand, but deep specific target audience as also associations with the people During the 70’s is when karaoke being Millenial. More explicitly [they] wanted to reach” (Prasad). was born and emerged in Japan. defined as “millennial shopper, They did this by bringing their Today, it is still a very popular female/male 70/30 split, ages 25-45, truck to the people rather than pastime for the citizens of Japan adventurous, diverse, authentic to insisting the people come to and at least 50% of Japan enjoys who they are” (Schwartz). A graph them. They launched Kogi in karaoke on a semi-regular basis. provided by Statista reveals 47% of front of nightclubs, set up in front The reason this love for karaoke all adults have purchased a meal of college campuses as well as hasn’t translated over to America from a food truck. tech companies “where starving is because when the form of developers needed to re-fuel entertainment crossed the seas it LOCATION between their late-night coding was adapted for Western tastes. binges,” which is what really It was made into a public event, A food truck should constantly be defined their target market (Prasad). and only ideal for the people on the move. Kogi BBQ in it’s first They also took their food truck to extroverted enough to get on year grossed a few million dollars music programs, art events, and stage. It remains popular in Japan from one and a half trucks only museums openings that targeted because of its privacy and service. selling 2-dollar . They were the specific culture they hoped to All across Japan there are Karaoke able to grow that big that fast by embody. Prasad states, engaging Boxes where a group of people can only doing a few simple things. those different cultures, Kogi BBQ rent a room for relatively cheap They invested time in effort in became the bridge between them and sing to their hearts content building a culture around the ultimately cultivating their own while being served food and drinks. product. “Not just a recognizable individual culture. Hitokara, a word that refers to people that like to go do karaoke TARGET MARKET alone, is increasing in popularity in Japan as well. This form of karaoke The food truck target market allows even the introverted to differs between every truck, but sing and have a good time (“Why the majority of food trucks target Karaoke is so Popular in Japan”). the Millennial, more specifically men and women age range between 19 and 36. According to Coughlin, “Millenials are the food truck AT LEAST 50% generation.” “Food trucks cater to OF JAPAN ENJOYS younger folks who have come to KARAOKE ON A search for “authenticity” in their brands” and 47% of Millenials have SEMI-REGULAR eaten from a food truck (Coughlin). BASIS. , a popular ice-cream food

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MARKETING AND PROMOTION MERCHANDISING means no business, if people cannot find a business online then they are IDENTITY Merchandise is also important. much less likely to buy from that When designing merchandise, business. Observations made from Starting with the face of the it is not successful to throw a looking at several different food business, the name of a food logo on things and call it a day, truck websites revealed a menu, truck crucial. A name that draws “ people want more. According to about, schedule, location, catering, attention and typically a “name to Myrick, quality merchandise such press, and contact page were very express what you sell in a clever A NAME THAT as t-shirts, mugs, hats, and other common. Social media links were manner” is necessary (Mintzer). brand specific items are the key to also easily accessible on the home Branding is also extremely EXPRESSES WHAT creating loyal customers and well page of each of the websites. important when starting a small as generating conversation around business. Branding will improve YOU SELL IN A the brand. The visual display of CONTESTS/GIVEAWAYS recognition, create trust, build CLEVER MANNER merchandise can also make or financial value, inspire employees, break sales. As reported by Hudson, In addition to a clever name, and generate new customers (“6 IS NECESSARY color “can make or break [a] visual branding, merchandise, and a solid Reasons Why a Strong Brand is display.” It is important to choose website, contests/giveways are Important for Your Small Business”) FOR FOOD TRUCK things that go together and using critical in the food truck industry. “brand represents the sum of BRANDING. contrasting colors typically draws Giveaways are “a standard means people’s perception of a company’s the eye in. Examine the display of generating a crowd” and contests customer service, reputation, from the costumers point of view get people involved (Mintzer). Social advertising and logo” (Deluxe). and create a hotspot. “A hotspot media is where these things would Observations into the design of food ” can increase sales by 229 percent” be promoted. Twitter specifically truck exteriors revealed vibrant (Hudson). is a food truck favorite because it and colorful trucks are common. is an “interactive media tool that Illustration is another common WEBSITE keeps your customers updated in aspect that allows the truck to have the moment” and keeps followers a personality while showing what Another essential component engaged (Mintzer). This being said, it type of food they might be selling to a food truck business is a is important to have a menu that has through imagery. Observations into website. As reported by Leinbach- great photo props. Kogi food truck the design of the actual body of Reyhle, we live in a world where for example chose a taco not only for the food truck were also made. The people Google before they shop. American familiarity but because shape and size differed depending “It’s vital to position yourself it is easy to hold in photos. “Social on what was being sold. A window online with a strong, professional media requires a balance of time, is necessary to communicate with destination that gives customers money and content. [Kogi] didn’t the people and take orders. It is the impression you mean business have much time or money, but [their] ideal to fit everything within one and the motivation to want to customers provided [them] with truck rather than dragging along engage more with your business” endless content” (Prasad). another body behind the truck. (Leinbach-Reyhle). No website also

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DESIGN CONSIDERATIONS LOGO MARK COLOR

TYPOGRAPHY When designing a logo, a Picking the right colors is another combination mark is the most important thing to consider. It was discovered that a sans successful for a start-up business Pantone: The Twentieth Century in serif font is used to symbolize or small business because it “tells Color states color is “what starts as something clean, minimal, friendly the story of who you are, what a signal passing along the optic or modern (Bear). According to you do, and all in conjunction nerve quickly develops into an Bear, for web and print a sans with your business name for easy emotional, social, and spiritual serif font is nearly always the interpretation and identification” phenomenon that carries many better choice for legibility and (“Combination Mark Logo”). A layers of vivid meaning.” Red is clarity. After researching Japanese combination mark consists of both both energetic and exciting and typography, it was discovered text and symbol. Morones also also a common observed color that “Gothic” is considered a sans suggests it is more successful to used in Asian restaurants. Yellow serif font in Japan. It is the most start out with a combination mark and orange are also often used similar to western sans-serif fonts because it is smooth to move to a in the branding of Asian food and is often used in designs that logo symbol or logotype pulled from trucks as well as many other “embody modernity” (Hoernig). the combination mark after some restaurants because these colors More specifically, “Maru” typefaces brand recognition has occurred. are associated with appetite have more rounded corners and It is also easier to trade mark a and being sociable (“Empowered are great for “quick readability combination mark (Morones). After by Color”). The earliest written and less-imposing typographic researching symbols common in history of Japan mentions the applications” (Hoernig). Kerning is combination marks, animals were four oldest color terms “aka or red, another necessary component when a prevailing symbol. According to kuro or black, shiro or white, and creating sentences in Japanese. Animal Planet, a blue whale is one ao or blue” (Sarah W. and Fiona). “Each character is sculpted in a of the top ten hungriest animals in Traces of these four colors persist way that it fits neatly into a perfect the world. In general, whales are in modern Japanese, and are the square” (Hoernig). Because of this, said to be wise creatures because most common in proverbs and the beauty and legibility of each of how long they have roamed surnames. Additionally, only these character is lost when put in a this planet, that being about 25-30 four colors can be prefixed with sentence. According to Hoernig, in million years. Whales also have “genuine” and “pure” to give us order to maintain the beauty and a powerful symbolic meaning “makka or bright red, makkuro readability, each sentence will are said to have a “capacity for or pitch black, masshiro or pure need to be individually kerned to enriching the lives of human white, massao or deep blue” (Sarah add more space in between each beings with whom they come in W. and Fiona). character. peaceful contact” (Kalland). Another important note is that whales are special because they know no national borders (Kalland).

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IMAGERY “

Anime cartoons and manga comics sell the item. Social media food FOOD IMAGES are the twin pillars of Japanese imagery is very important because ARE A WAY pop culture (Howe). In conjunction it is proof and is often the deciding with this style, Takashi Murikami factor between whether that person TO SHOWCASE created a movement known as will dine there or not. Often times SPECIAL RECIPE “super flat” and is a highly praised people also want to see if the food CREATIONS TO art style today that captures the is “instagrammable” (Craig). aesthetics of this technological STAND OUT age (Howe). Super flat looks how AGAINST YOUR it sounds, a flat art style that is precise and uses bold colors. In COMPETITORS. Japanese culture there is also an emphasis on kawaii characters, which in the context of Japanese pop culture means “cute.” According ” to Nittono, cute characters are characterized by a baby schema and are “a set of features that are commonly seen in young animals: a large head relative to the body size, a high and protruding forehead, large eyes, and so forth.” Baby schema creates stimuli that are translated by humans and “are deemed cute, capture attention, bring a smile to the viewer’s face, and induce motivation and behavior for approach and caregiving” (Nittono). Food imagery is another important aspect of a restaurant business. “Images are a way to showcase special recipe creations to stand out against your competitors” (Craig). This is true for websites and social media; however, on a menu the descriptions are typically what

20 21 MISO HUNGRY THESIS ACTIONS TAKEN

ACTIONS TAKEN 行った活動

Based on the results of the research, Japanese Restaurant brand’s layout a number of design projects were style. The angled type is evocative executed including brand identity, of Japanese vertical reading and collateral, advertising, web design, used for aesthetic purposes. social media, and merchandise. The logo is a combination mark BRAND IDENTITY featuring a whale as well as the name, Miso Hungry. The whale is The name Miso Hungry was an all around hungry animal and chosen. Miso Soup is a popular food created in a monoline style for 20 18 in Japan, and it is a given that one simplicity and its affinity with is hungry if they are visiting a food rounded typefaces. “Miso Hungry” M ISO H UN GR Y 20 18 truck. Therefor, these two ideas completes the circle to balance were paired together for humorous the form. Japanese characters that play on words. translate to “Hungry for Miso” fill in the negative space as well as The typeface Nunito was chosen for give some context to the Japanese its wide variety in weights, rounded influence on the brand. Several terminals, and compatibility different variations of the logo are with monoline illustrations. The used for different layout purposes. Japanese typeface Rounded MPlus 1C was then chosen for its similar Flat illustrations were created to weights and rounded terminals for bring life to the menu and also Japanese characters. Kulturista was reference the anthropomorphic, chosen for the body copy because of kawaii affinity Japan has for food. it’s similar structure and slab serif The style of illustration also alludes terminals for contrast. to the world-renowned Japanese artist, Takashi Murakami. The color palette was inspired by and selected from Takashi Murakami’s artworks as well as several different Japanese Restaurant brands. The layout style is clean, with an emphasis on color and illustration, to elevate it from other typical

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COLLATERAL

The food truck was designed within the brand style guide to emphasize the branding presence as well as to accommodate for serving food and providing vending machines all in one. The night life version of the truck uses a lot of neon to bring attention to it as well as light up the area during karaoke events specifically.

A paper menu was created because people appreciate being able to hold a menu in their hands. The menu is also a takeaway item and the fold is evocative of origami, which is popular in Japan. The larger menu attached to the truck was created to attract people from a distance and provide necessary information on what the food truck serves.

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ADVERTISING

Three print advertisements were created for a campaign. The campaign is simply do “blank” and you get a free meal/appetizer/ discount. The ads are typography driven because the headline is straight and to the point. A food image is also used to show the viewer the standard of quality in food the truck is providing. This ad campaign was also converted into web ads, social media ads, a mailer and a guerilla-marketing piece.

A mailer was created and sent out to locals in L.A.. The whale eating the envelope is evocative of the truck design and the copy on the mailer furthers the ad campaign.

A guerilla print piece was created and placed on local cars in L.A.. The whale biting onto the car is another hint at the truck design as well.

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PRINT

Posters were created to promote karaoke night with the food truck. The posters are more detailed and charismatic to grab attention from a distance. They also reinforce the main characters in the illustrations as well as story tells their personalities. The textures used in the posters are a play off how Takashi Murakami impliments texture within his works.

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WEB DESIGN SOCIAL MEDIA MERCHANDISE

A responsive website was created. An Instagram profile and sample Merchandise was designed and The website serves as a place to posts were created. The images created. Three main characters find the truck, contact the truck, feature food off the menu as well as were pulled from the main truck see the menu, catering possibilities, images of people at certain events illustration and given names and shop merchandise, and a direct the truck is at as well. The captions personalities to make them more line to social media accounts. The typically are promoting a deal or relatable. The whale, named Migi, website is more photograph driven updating their followers on the is always hungry and simple to, again, show people the standard status of menu items. The posts minded. The shrimp, named Ken, of quality in food. serve as a hunger stimulation and is rebellious and snarky. The a place to showcase food and people squid, named Suzu, is a show off involved with the truck. and sociable. The graphic tee style targets the fashionable millennial who appreciates a quality graphic tee. Minimal copy is used in humorous ways to also prompt the customer to purchase.

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CONCLUSION 結論

Through the course of a semester ad campaign that everything I was able to learn so much about else started to fall into place. what goes into fleshing out a brand It was tough conceptualizing based on research. Often times I how to advertise for a food truck feel like the research element is other than through social media not emphasized as much in other because you don’t often see print projects as it should be because it advertisements for food trucks. helps you to make even smarter I learned how to strategically and more meaningful design position a food truck and make decisions. I have always been it more of an experience rather intrigued by Japanese culture than just some place to get lunch. from a distance, but getting up I also learned that there is a huge close and personal with it to build place in the industry for a truck a legit brand was difficult. So like the one I have created and I much encompasses a culture, so believe if it were to come to life it figuring out which parts of it to would be very successful. highlight was a struggle of mine. Once I had my brand guidelines I was able to hit the ground running, but it wasn’t until I came up with a “big idea” for an

36 37 MISO HUNGRY THESIS APPENDIX AND BIBLIOGRAPHY

Recker. Pantone the 20th Century Leinbach-Reyhle, Nicole. “3 APPENDIX 付属書 BIBLIOGRAPHY 書誌 in Color. Chronicle Books, 2011. Reasons Websites Are Vital for Small Businesses.” Forbes, Forbes 1) What considerations were taken Bear, Jacci Howard. “How and When Entrepreneur Media, Inc. “Clever Magazine, 29 Sept. 2014 when developing the branding of Should You Use Sans Serif Type?” Tips for Marketing Your Mobile your restaurant. Any information Lifewire, Lifewire, 26 Oct. 2018. Food Business.” Entrepreneur, Morones, Hilda. “Do You Know on color, naming, logo design, and Entrepreneur, 1 May 2015. the 7 Different Types of Logos?” menu design would be helpful here. Butler, Stephanie. “From Chuck 99designs, 99designs, 24 Aug. 2016. Wagons to Pushcarts: The History Gold, Jonathan. “How America 2) Who is your target market? of the Food Truck.” History.com, A&E Became a Food Truck Nation.” Myrick, Richard. “Extend Your Television Networks, 8 Aug. 2014. Smithsonian.com, Smithsonian Brand Through Food Truck 3) How do you market your Institution, 1 Mar. 2012. Merchandising | Mobile Cuisine.” restaurant? Do you prefer a form of “Color Psychology Will Empower Mobile Cuisine | Food Truck, Pop Up print advertisement? Social Media? Your Life.” Empowered By Color. Hoernig, Nathan. “Using Japanese & Coverage, 15 Oct. 2018. Word of Mouth? Promotional Items? Typography in Design.” Humble “Combination Mark Logos.” Tree Bunny, 20 June 2017. Nittono H, Fukushima M, Yano 4) Do you find people are Logos - Know the Meaning of A, Moriya H (2012) The Power of intimidated by the less Different Trees and Make Your Howe, Jeff. “The Two Faces of Kawaii: Viewing Cute Images Americanized choices on your Design More Effective. Takashi Murakami.” Wired, Conde Promotes a Careful Behavior and menu? Nast, 1 Nov. 2003. Narrows Attentional Focus. PLoS Coughlin, Joseph F. “Millennials ONE 7(9): e46362. Are the Food Truck Generation.” Big Hudson, Matthew. “5 Most Important Think, Big Think, 1 Sept. 2016. Elements of Visual Merchandising.” Prasad, Mike. “Launching Startups The Balance Small Business, The The Kogi Way: Three Lessons Craig, Evans. “How Important Balance Small Business, 12 Nov. From The Food Truck Pioneer.” Is Food Imagery For Restaurant 2018. TechCrunch, TechCrunch, 15 Sept. Businesses?” ART + Marketing, ART 2015. + Marketing, 26 Sept. 2018. Kalland, Arne. “Management by Totemization: Whale Symbolism “Restaurants: Food Truck Use by Daley, Jason. “Curbside Enthusiasm: and the Anti-Whaling Campaign.” Age U.S. 2014 | Statistic.” Statista, A Look at Mobile Franchises.” Arctic, vol. 46, no. 2, 1993, pp. 1–21., Jan. 2015. Entrepreneur, Entrepreneur, 29 Mar. doi:10.14430/arctic1333. 2015. W, Sarah, and Fiona. “The Kincaid, Chris. “Japanese Love for Traditional Colors of Japan.” Deluxe. “6 Reasons Why a Strong Vending Machines: A Brief History.” Tofugu, Tofugu, 12 Sept. 2013. Brand Is Important for Your Small Japan Powered, 13 Nov. 2016. Business.” Deluxe Small Business “Why Is Karaoke so Popular in Resource Center, Deluxe, Jan. 2015. Japan?” 8-Bit Bleep, 22 June 2009. Eiseman, Leatrice, and Keith

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BFA GRAPHIC DESIGN 40