CASE STUDY: eat café

23 november 2009

The Eat brand has grown considerably since its inception. Market research investigating the market and competition has concluded that a re-brand is needed. Elements requested by the client include a new logo, packaging, stationary, aprons, and an invitation to the grand re-opening. The target market consists of adults aged 20+ with middle to high level incomes.

The client has requested that the brand highlight "the honesty at the heart of Eat's business, a business that is owned by real people (rather than a corporation) who have a genuine passion for real food and drink. To achieve this, we focused on the practice of small, family owned restaurants.

The logo features the word 'eat' in Cooper Standard. The letter 't' appears to be inside of a small orange cup making a play on the word 'tea.' Two versions of the logo have been made; one with the words 'café restaurant' to highlight what the business is, and one with the slogan 'the real food company.' The colour orange was chosen for its appetite increasing qualities.

For the packaging we went with a simple brown paper bag and brown paper cup. The logos featured on the bag/cup could easily be made into a rubber stamp and applied by workers in the store, thus cutting down on printing costs.

The aprons are simple black (to hide potential stains) with orange trim and an embroidered logo to tie them back into the brand.

The stationary continues the simple theme by including very few design elements. Simple orange bars and the 'brown paper bag' colour were used to tie the elements together. The invitation to the opening acts as a call to action by incorporating a 50% discount on any drink.

Overall the brand emphasizes the brand objectives by including DIY elements and simplicity to highlight the passion for food rather than marketing.