{Major Project- Post 3}

{Major Project- Post 3}


Last week, we presented our initial ideas and research in class to hopefully gain some needed feedback moving forward. The biggest thing I received from the class was to narrow my target audience to better focus my concept. When writing the target audience in my creative briefs I tend to forget about the “target” part…..EVERYONE is welcome! Kinda defeats the point..so I hope to re-visit my brief to fix this issue. My thoughts are that my Primary Audience looks a little like this:


> 25-40 females (60%) males (40%)

> young working professionals in creative industries (writers, designers, artists)

> book lovers and chocolate addicts

> mature & sophisticated yet casual & relaxed


Heres A little mood board…


{Other Inspirations}


The Mast Brothers

Located in Brooklyn, New York, these two guys produce amazing chocolate. They have a close relationship with the cocoa farms in The Dominican Republic where they source their chocolate and are committed to quality and ethical practice with everything they do and who they are. I am inspired by their handcrafted, authentic vibes and their packaging is to die for. From the looks of the website, their target audience aligns with mine of young professionals, creative individuals, intellects and of course chocolate lovers. Wandering their website I discovered they also feature live music nights and even host events abroad like “Chocolate Week in Belize”. Their old school inspired chocolate factory mixed with modern packaging and contemporary and ethical attitude makes the Mast Brothers successful in the industry.  www.mastbrothers.com


McNally Jackson Books & Cafe

An independent bookstore and cafe in New York city that aims to be at the centre of Manhattans literary culture. They are successful in gathering young and old for good reads and good coffee because in their words, “what, after all, is reading without coffee?”. The space holds live speaker events, readings and book signings and have established their place in the the big apple. The audience of customers they attract range from university students to middle age parents and older retired folks, and therefore are a good example of a business that is versatile and welcoming. mcnallyjackson.com


The Library Bar (in Toronto and LA)

Just came across these two today, and thought it was pretty awesome. The Library Bar in downtown Los Angeles is well… you guessed it, A library themed bar that with its subtle lighting and traditional leather seating, “creates the look and feel of a well appointed private study”. I was inspired by this concept, because the space seems to lend itself well to both afternoon and late night crowds. I would assume that their target audience is mature, creative individuals and intellects who are looking for a casual place to enjoy a few cocktails and appys with friends. I also read about a Library Bar, located in Royal Park, Toronto. This space sounds similar to the one in LA where the “literary den” theme is reflected in their cocktails, food menu and decor and target audience includes nerdy-cool intellectuals and business professionals alike. Toronto’s Library Bar does look slightly “fancier”, taking you back to a victorian/old english era where upperclass folks meet for martinis and smoke cigars. Either way, these were great finds.




Major Project {Post 2}

Major Project  {Post 2}


Part A:

What are the biggest challenges you face with your proposed project?


The biggest challenge I face when it comes to my proposed project idea is the amount of competition I face going into the industry. There are already plenty of established chocolate shops and cafes in and around the city that provide a similar product and service as I am proposing so it will be important for me to find a niche.


On the upside, when it comes to a dessert cafe/lounges I have researched thus far, there are few that serve alcohol and are open later hours, which are two major selling points I plan on emphasizing. I hope to differentiate myself and over come this challenge through product specialization (chocolate only! mmm..) as well as venue versatility and community involvement (events, workshops etc.)


Part B:

List at least 5 issues you will need to research or problems you will need to solve in order to develop this project.


1. Brand Differentiation

How do I make my brand look and feel unique from all the other chocolatiers out there?


2. Product Knowledge: (organic/fair trade)

Where will we source our product? How would we ensure what we are selling isn’t harmful to the environment?


3. Target Audiences

How will we make our store/resturaunt space cater to both a day and evening group of consumers? How do we best transition and be successful at both?


4. Location

Where would be the most ideal location for our retail space?


5. Community Events + Chocolate & Art Culture

What other independent restaurants/cafes hold events, shows, gallery openings, tastings and workshops? Are they successful? Would this idea even work? Is there a strong enough audience/culture?





Major Project {Post 1}

{Post 1} Concept Consideration…


Major Project 2. Holy Crap this is scary..last semester of school life. forever.


Well it’s week one and things are already getting started fast. And fair enough, because we only have under 5 months to pull off a lot of things. This major project will be a huge and hopefully impactful piece in my portolio so I am excited to get a solid concept underway. Here are my Initial 3 Ideas:


1. Chocolate Boutique Cafe


This idea gets me stoked first and foremost because of my born love for chocolate. But beyond that I feel like doing something like will showcase a wide range of my skills and allow for awesome and unique deliverables {Packaging, Signage, Menu, Enviromental Design }. Other than producing and selling delicious and indulgent chocolate desserts, the Cafe would feature coffee and “spiked drinks” as well as possibly wine pairings and other fun adult cocktails with a chocolate twist. (think: chocolate martini..) I am inspired by places like Sweet Revenge, Mink, Thierry Patisserie & The Mast Brothers (for their packaging and quality products).


left: Mast Brothers Chocolatiers, right: MINK chocolates


2. Branding a Sports Team


This idea isn’t as flushed out as the first but still has the potential to be a great portfolio project with a wide scope. Totally different from anything I’ve done and a little bit out of my comfort zone branding a sports team could be a solid challenge with a large pay off. The sport I would choose would be a less popular one, maybe even a little weird? Curling, Bowling, Roller Durby races, Ski & Snowboard Team perhaps? Targeting more of an underground, niche audience of fans/viewers/players that don’t get the recognition of major league teams yet still travel nationally and internationally and are still competitive. Deliverables could includes: Jerseys, schedule, website, tour bus, environmental design, swap, concession items etc..




3. “One For One”


This Idea is inspired by the widely known brand, TOMS shoes. I am IN LOVE with this shoe company and even more in love with the “One for One” concept behind the brand. Owner, Blake Mycoskie is encouraging business’ to follow in his footsteps by applying a similar business plan to other concepts and the response has been pretty impressive. Backpack company Ark Collective gives away backpacks to kids who can’t afford them, Warby Parker sells high quality eyewear and gives people in third worlds the miracle of sight and Freshwaters footwear ensures people in Africa have access to fresh water. For my project I would develop a line of school supplies and art supplies that supports kids in developing countries efforts to learn, create and grow in school. Through the sales of these products, kids would be supplied with the materials to receive the best education possible. I am very passionate about the “One for One” business model set by TOMS and feel like my desire to make a different in others lives through business and design would make this a sucessful project. Possible deilverables would include: brand Identity, Advertising, Packaging, Website, Events etc..


top right: FreshWaters shoes, top left: TOMS shoes, lower middle: Warby Parker eyewear


After much consideration of these three top ideas I have chosen to go forth with the branding and marketing communications for a Chocolate Cafe/lounge. I believe this project will best showcase my diverse skill-set both in graphic design and conceptual thinking & space planning and will fit well in my portfolio to align with prospective employers.


Time to get moving.

Mood Boards and visuals to come.