BoxPark Sushi Branding
Problem
Design branding solution for a sushi restaurant in the East Side neighborhood of Milwaukee. Do in-depth research to define demographics and psychographics of a target audience. Show examples of tone and voice that match brand initiative. Show brand through color and typography. Sketch and develop a logo, use that logo in multiple lock-ups with clear space. Communicate brand through imagery and marketing asset mock ups.
REsearch
Research that was done for this project started with research about the product. Time was spent looking at the BoxPark business model, specifically how they primarily use shipping containers to create pop-up malls with food, fashion, and entertainment. Second, research was conducted around the location, East-Side Milwaukee. Information found stated that the neighborhood had a new environment and audience due to recent development. Young professionals who were on the go and had disposable income were factored into the target audience of the brand. Research was also done to look at direct and in-direct competitors. Sushi restaurants that were fast-casual and restaurants that were higher scale, were all considered during the research part of this branding exercise.
Innovation
One of the innovative assets that was made for the BoxPark Sushi branding exercise was a clickable prototype for a mobile application. The application showed four of the main views of a potential sushi app and some high-level thinking around site architecture. The main goal of the app was to add convenience to the customers basic interaction with the restaurant. Especially in the times of a global pandemic, having a tool for contactless ordering puts trust in your customers that the business is taking health and safety seriously. Some features that execute against this goal are ordering online, making a reservation, and browsing the menu items. Some future ideas that are in the menu of the app are sections on community engagement and social contacting.