OUGD603: Brief 7 / Olivia’s Delicatessen

Olivia’s Delicatessen – Collaborative

Olivia’s is an award-winning Delicatessen based in the river town Topsham, in the heart of Devon. Selling a range of high quality cooked meats, local cheeses, bread, and unusual and foreign prepared foods to a middle class market.

Olivia’s Delicatessen brief was a rebrand I worked on with course mate Helen Street who has strong interest in branding and packaging. Our target market for Olivia’s is the middle class who have the money to spend on delicatessen products as they love local products and authenticity. So our branding design reflects this. By using a hand brushed logo this symbolised the hands on approach, as well as appearing refined and upmarket to reflect the target market and the high quality produce.

I enjoyed working on the illustrations, something I am not used to doing and they really created a strong aesthetic. A strong visual aesthetic was important especially because the printing was limited to black and white. For our photoshoot, we bought a selection of fresh breads, coffee beans, brown paper bags, croissants to give more context and background to our photos, as well as making fresh baguette sandwiches to photograph. I am really happy with how the photographs look and will look great in the portfolio.

Overall, I enjoyed this brief the most as it was fun and light-hearted. For the End of Year show Helen and I will be extending Olivia's Deli. Extending it for the end of year show will give us plenty of time to create lots of elements such as a laser cut menu, screen printed bags, as well as packaging for preserves and pasta. We had grand ambitions for the brief but with looming deadlines, we could not do everything we wanted to do. For End of Year show I simply wanted it to be interesting for people to look at, I didn't want to just produce a poster and stick it up on the wall, woow. Below, is a quick sketch I did of a potential set up. A rustic looking counter would provide a surface for all the food packaging to sit as well as clipboard menus, shelves to the left will hold a range of different branded mugs and takeaway cup. We also have ambition to create a laser cut menu to go on the wall behind. We also plan on having a roll of brown paper which has specials etc.

Olivia's Deli Photoshoot

This morning, Helen and I photographed our work for Olivia's Delicatessen. We bought in a wide selection of fresh breads to give more context and add depth to the background of our photos, as well as making fresh baguette sandwiches to photograph. 

We took a range of different photos to make sure we covered all bases, such as breakfast & lunch etc. However, unfortunately we forgot to clean the lense of the camera before we began shooting so all of the photos have smudge marks on them. Whilst this was an idiotic mistake, I have learnt a lesson. I am really happy with how the photographs have turned out. Below are a selection of images: 

Olivia's Deli: Preparation for Tomorrows Shoot

Tomorrow, Helen and I are shooting our Olivia's Deli Range so we spent some time preparing our food to photograph! We went to the super market with a list of what to buy: 

• Speciality Breads: Plaited Bread/Ciabatta etc
• Fresh French Baguettes 
• Cold Meats 
• Olives/Olive Oil
• Cheese: Gouda Slices, Stilton, Camembert 

We then went ahead and got labelling and baguette filling. Apologies for the poor quality photographs: 

Concentration on making the baguettes look as photogenic as possible , my Deli Bar experience coming in handy haha.  

Labels applied to oil bottle, coffee cups, olives and cheeses and baguettes wrapped. We are both pleased with how they have turned out! Unfortunately, our kitchen surface clashes with the design. 

Lovely! 

Olivia's Deli: Final Iconography

This afternoon, we spent a few hours painting our basic deli icons using ink. We wanted to create an artistic, hands on aesthetic to compliment the independent Delicatessen character. We plan on using paintings as a product packaging wrap but also organised into a pattern which will be printed on wrap paper. Hopefully, creating a lovely black and white visual design.

some of the ink paintings we produced, excuse the slippers. 

Below, are the final scanned in icons which I tidied up in Photoshop. 

Here are all the icons we have painted. They have been put into illustrator onto separate art-boards so that they can be dropped in to form a collage.

Above is our final deli wrapping paper, which Helen put together,  I am very pleased with how its turned out, and can't wait for it to be printed. I think it is a really strong aesthetic we have created. We are going get rid of a couple icons to fit the Olivia's deli logo in as part of the pattern. 

Olivia's Deli Final Logo

Final Logo

I have been working on creating a logo for Olivia's that looks refined and elegant but with a handmade element, as it is a deli. The font chosen is called Sophia and it works really well for what we are trying to portray. The other font used is Visuelt a chic sans serif font which compliments the brush stroke font of Olivia's.

Olivia's Deli: Iconography Generation

Iconography 

I spent an hour or so drawing out some deli icons to be used as part of a pattern on our deli wrapping paper. Next step is to draw them out in ink using a brush. We want a contemporary feel, to appeal to our target market. 

Initial Logo Ideas

We decided we want a rustic script brush font for Olivia's delicatessen to appeal to a contemporary, and to evoke a certain. 

I spent sometime going through dafont script library

Fonts Used: Bakery, Sophia, Magnolia Sky, Bromello, Hickory Jack, Wolf in the Sky

I added a dot to the "O" to represent an Olive.

I feel this would work as a smaller version of  logo, on a sticker to keep the deli wrapping paper together or as stamp for the "10th coffee free" loyalty cards.

Olivia's Deli Research

Research

Our target market for Olivia's is the middle class who have the money to spend on delicatessen products as they love local products and authenticity. Our branding design needs to reflect Olivia's. We think by having a hand brushed logo will symbolise the hands on approach, as well as appearing refined and upmarket to reflect the target market and the high quality produce. I began by gathering some visual images to refer back to and find a style that we wanted to create, as well as inspiration for when it comes to photographing the pieces.

we have set up a joint pin board where we can share our visual ideas

We want to create a printed wrap for food, as this something we really want to create as this would be an essential for packaging certain types of food, such as baguettes and meats.

Initial Idea's / Research

Overall, this is set to be an exciting brief. Helen's knowledgeof packaging will come very useful and my knowledge of Topsham and five years experience working in a Delicatessen sort of useful. We also both also like branding and design, excellent. We wrote down what we want and need to create within the four weeks: 

• Logo 
• Menu Board 
• Deli Wrapping Paper 
• Sticky Labels 
• Take-Out Coffee Cup/Sleeves 
• Jars 
• Salad Boxes 
• Loyalty Card (10th coffee free) 

Olivia's Deli Moodboard

I produced a quick mood board for initial ideas of what look we want.

Olivia's Deli Brief

BA (Hons.) Graphic Design					LEVEL
STUDIO BRIEF
Oliva’s Deli				Module Brief
Semester		Outcomes Assessed		Module Tutors

Brief

Olivia’s is an award-winning Delicatessen based in the river town Topsham, in the heart of Devon. Selling a range of high quality cooked meats, local cheeses, bread, and unusual and foreign prepared foods to a middle class market. Since gaining popularity and success within Devon, they are in need of a logo/identity that can be applied across their range of produce as currently they have no visual identity. Packaging and other graphic elements such as menu boards, deli wraps, take-out coffee should be redesigned so that all aspects are consistent with the brand’s identity.

Background/Considerations

Primary and Secondary Research into Delicatessens and different brand identities. Consider different materials to produce, for example deli wraps & takeaway coffee cups. How can you extend the brands identity across different platforms? Consider who is the target market for Olivia’s Delicatessen. How would the design style appeal to the target audience?

Mandatory Requirements	Deliverables
Photographed Outcomes Relevant Blog posts to support the development of the brief Minimum of 5 Design Boards	Designed Deli Products Research
Studio Deadline	Module Deadline
10/05/16	23/05/2016