THE BRiEF Project goals RESEARCH RiFF RAFF Consumer Influencers Shared values THE RESULT The story Look and feel Logo explanation Brand elements Executions
TABLE OF CONTENTS Create a brand that can stand alone among the many other resturant brands. Show a target audience that will be interest- ed in following the brand and back the brands values, with a strategy that will be PROJECT GOALS sustainable for years to come. NiCKNAMES OCUPATION Riff Raff Rapper Jodyhighroller Actor peach panther versace python jody 3 moons iceburg simpson RESEARCH A LiTTLE ABOUT HiM RiFF RAFF
Born Horst Simco, Riff Raff started posting videos to youtube and vine from his home in Teaxs. From there he gained a reality TV sport, this is where his name and his passion really strated to spread. He gained a record deal and created his first album “Eat the Beat”. He now owns a record label, and focuses on his music and lifestyle. He truly embraces the 90’s look and feel with his attire everyday and luxury is a priotiy. THE 90’S NOSTALGiC
STORY: Natalie is a 24 year old fashion editor for a small magazine in New York City. She spends most of her time meeting with people for interviews and researching styles for her articles. She loves looking at the 90’s style because it remindes her of her childhood, which she also believes is way better than any child Natalie Braham could possibly have today.
AGE: 24 WORK: Junior Fashion Editor BRANDS: LOCATiON: NY,NY LOVES: Anything fashion RESEARCH Her childhood memories Hanging out with friends CONSUMERS New/exciting adventures
SOCiAL MEDiA: SCREENS: Riff RAFF FAN RESTURANT CONNiOSSUER
STORY: Leo is a 22 year old Riff STORY: Dillion Ω Raff fan, He followed him through his reality TV career and even got to see him play live at his university once. He has big dreams for himself, but wants to make as many mem- ories as he can first. Every year at the halloween party you know who LEO THOMAS Leo’s coming as. Dillon Dixon
AGE: 22 AGE: 27 WORK: Student,Retail BRANDS: WORK: BRANDS: LOCATiON: Austin, Texas LOCATiON: LOVES: Music LOVES: Anything fashion Clothing, mostly shoes Her childhood memories Anything Fun Hanging out with friends Concerts New/exciting adventures Food
SOCiAL MEDiA: SCREENS: SOCiAL MEDiA: SCREENS: NOSTALGiA, heightens feelings of connectedness, reduces people’s desire for money.(Harvard Buisness Review)
SOCiABLE, millennials want an atmosphere that they can share not RESEARCH only through social media but through iNFLUENCERS groups in person.
87% of millennials will “splurge” on a nice meal, even when money is tight.
53% of the group goes out to eat once a week
61% of millennials would rather spend money on experiences than possessions.(eMarketer) THROUGH FACE TO FACE CONNECTiON AS WELL AS SOCiAL MEDiA CONNECTiON NEON ViBES WiLL BE THE CONDUCTOR OF CONVERSATiON.
NEON ViBES AUDiENCE Brand Purpose Consumer desires To create a unique A unique experience with somebody experience for or with guests. Rememberence of what use to be To relive another time in a Meals that they can share modern way.
Brand Product Consumer desires Experience Food Meals Connectivity Microscopic moments of happiness Entertainment/excitement SHARED VALUES Nostalgia is all about reliving those little memories that made up good times. Riff Raff the inspiration behind Neon Vibes, gives off a 90’s vibes himself, and if your a 90’s baby than I can already assume your on board. It really was a great time, the graphics were corny the tv shows were insightful and we can’t just let go of that. So don’t let go, be nostalgic, but do it right. THE RESULT LOOK AND FEEL THE RESULT LOGO & BRAND ELEMENTS
HAiR creates vibe effect, relates to Riff Raff
SUNGLASSES popular through out the 90’s, also has vibes effect, relates to Riff Raff
of, relating to, or characteristic of a tawdry urban district or of gaudy nighttime entertainment. Riff Raff is also nicknamed “NEON iCON”. Popular in the 90’s
(slang) a feeling or flavor of the kind specified. #ff9933 THiS iS A HEADER THE FONT iS FUTURA CONDENSED MEDIUM iN SiZE 40 FONT. EVERYTHiNG CAPS BUT THE i’S.
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THiS iS A SUB-HEADER THE FONT IS FUTURA CONDENSED MEDIUM iN SIZE 25 POiNT FONT. EVERYTHiNG CAPS BUT THE i’S. #ec008b
This is for body copy the font is futura medium in a size 12 font.
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BRAND GRAPHICS
#00ff00 THE RESULT BRAND ELEMENTS #f5a3c7