Corporate Identity for a Restaurant, Cafe or Coffee Shop
To attract visitors, interest a potential audience and increase the number of customers, every establishment needs advertising. Corporate identity is its most important element, an essential component.
To attract visitors, interest a potential audience and increase the number of customers, every establishment needs advertising. Corporate identity is its most important element, an essential component. It shows the direction and character of a restaurant, cafe or coffee shop, creates a face and evokes associations. Thanks to it, an establishment can stick in the memory of a passer-by, attract their attention and make them want to come in.
Creating a corporate identity – is a multi-stage, complex process. Achieving the result requires a team of specialists. First, the restaurant's concept and direction are defined and the menu is drawn up. It is also necessary to understand what the target audience likes and what will definitely attract its attention. To this end, specialists draw up an association map outlining the main accents of the visual concept.
What is a corporate identity
It is a set of stylistic, graphic and conceptual solutions. It is the logo or slogan that a particular restaurant or other establishment has. The interior and exterior, with all their decor, signage, typefaces and so on, are also part of it. This component of advertising is what creates the atmosphere. If the customer feels it and is drawn in, then the promotion will work.
Every detail of an establishment's design should emphasise its distinctive features, its «soul», and make it unique. This applies to the furniture, menu design, staff uniforms, lighting and much more. Even small details that seem insignificant play a role. It is also important to appeal directly to the audience the establishment is intended for. In other words, the corporate identity takes their preferences and interests into account.
What functions it performs
Branding is needed to achieve the following objectives:
- creating an image. This forms a unique image; the cafe is remembered and becomes recognisable. Potential visitors notice it more quickly and remember it after their first visit;
- identification among the target audience. A corporate identity will help you stand out among dozens of similar establishments, especially in big cities;
- forming positive associations. A beautiful, recognisable design inspires more trust on a psychological level;
- clearly conveying the establishment's concept, philosophy and idea.
It is a springboard for developing your own franchise in the future. It is worth starting to bring design ideas to life as soon as they have been formed and defined.
Logo and colours
The logo – is the starting point of the corporate identity, the thing that sets the whole character and mood. It is the main identifying mark that the coffee shop or restaurant will subsequently rely on in social media and when using other promotion methods. The logo is created in line with the company's chosen concept. The type and size of the font also matter. These elements create character and set the logo apart from the rest.
For a brand to be memorable and successful, it is important to choose the right colours. First, it is worth studying how a particular shade affects the human psyche. Different colours evoke completely opposite moods and associations, and are perceived differently as well. Some even directly affect the appetite.
Interior and exterior
First impressions influence a great deal. They depend on how the establishment looks from the street. The tastiest food and quality service will not save the day when the interior evokes unpleasant associations. The design usually has the same recurring moods and techniques. Furniture and decor items should harmonise with each other and with the finishes of the walls, floor, ceiling and other surfaces.
In the exterior, the sign is of great importance. It is also an element of outdoor advertising. It is a structure of a certain shape, usually a small one. It displays:
- the name of the establishment;
- the logo;
- a descriptor (not always).
A successful sign always has an eye-catching design. This is important, otherwise it will simply get lost among the exteriors of other establishments. After dark, it is worth illuminating it, ideally with LED lights.
Other components
To understand the design concept, a brand book needs to be developed. It sets out the rules for using all the components of the brand and their combinations with each other. A brand book is a document that decodes the corporate identity and reveals the subtleties of its use. It will come in handy in various situations, for example when ordering printed advertising materials.
A corporate identity consists of other elements too. These include the establishment's menu, business cards made for customers, and staff uniforms. They should all be executed in a single design and concept. A coherent picture always makes a positive impression and is remembered.
