FICTIONAL BRAND /2

An American comedy-drama television series Created by Amy Sherman Palladino Starring and Started in 2000 7 seasons Takes place in a fictional town, Stars Hallow in Connecticut FICTIONAL BRAND /3 CHARACTERS

Rory Lorelai Jess Luke

Paris Lane Kirk Sookie FICTIONAL BRAND /4 LUKE’S DINER

An American diner and a coffee shop It has a bar area and normal seating area Red leather chairs with metal details Every table in the diner is in various shapes (circular and rectangular) with distinct patterns It is a corner diner with wooden exterior details FICTIONAL BRAND /5 INTERIOR DESIGN OF THE DINER FICTIONAL BRAND /6 WHO IS LUKE?

American Wears a flannel shirt, a blue cap and jeans Very old school - Hand written receipts - Pay at the cashier rule - No cellphone rule FICTIONAL BRAND /7 2000 STYLE

boho

vintage

music based subcultures - punk FICTIONAL BRAND /8 BRANDING FICTIONAL BRAND /9 TYPOGRAPHY/GRAPHICS

Serif typeface

Qualitites to keep - Serif typeface - Handwritten quality - Vintage

Qualities to change or add - Having both uppercase and lowercase - Addition of “Diner”: Luke’s Diner - Give an insight of what it serves: coffee shop and a diner? - Remove the coffee cup imagery

Having both uppercase and lowercase FICTIONAL BRAND /10 REBRAND

Why I chose to rebrand Luke’s? - It is a very popular tv show - It is not well thought; including what the place is and what it offers • Luke’s Diner • Luke’s Diner/ Coffee Shop - It can be communicated done only using typography, no imagery - Color combination can be changed - More consistency in type/graphic elements

• Sans-serif or serif not both Over 200 pop-up Luke’s Diner across America FICTIONAL BRAND /11 INSPIRATION