After analysing the brief I was able to define my concept quickly:
Visiting a restaurant has become more of a critical overview and analysis rather than the enjoyable occasion that dining out for a meal is intended. I plan to create a brand the promotes the idea of visiting a restaurant to be a celebratory activity and family occasion, somewhere that will appeal to people that lead very different lifestyles. It will be suited to a casual business lunch and to a family birthday celebration.
I plan to design the restaurant with a rustic theme, which promotes a natural simplicity in the menu and the interior. This lead me to the idea of designing a farmhouse themed restaurant, selling homely products, such as jams and chutneys, as well as serving meals.
This restaurant will focus on meals as a social occasion, and because of this will have a very comfortable interior, and will have a focus on breakfast/brunch and afternoon tea as well as on lunch and dinner.
Target Audience and Tone of Voice
The restaurant will maintain an air of authenticity in it's homely quality. It is the aim to attract families with older children, perhaps leading separate lives, who want to return to a reminder of family life. Similarly, it will be made affordable for young adults, perhaps those who have just begun to work in a professional environment and may want to go somewhere after work that reminds them of home.
I plan to create a comfortable environment in which visitors will want to stay in even when they have finished eating or want to read a book. At the same time, visitors will be 'foodies' who appreciate good food as well as the dining experience. In light of this, the restaurant will be child friendly but the focus will not be on children.
Method of Delivery
I plan to create the menus (meals and drinks), business cards, letterheads, and create mock ups of how the logo will transfer to crockery, jars (in which jams may be sold) and packaging of other products sold in the restaurant (coffee, homemade biscuits etc). Similarly, I will exhibit mock ups of the interior and exterior of the restaurant and staff uniforms. I will also propose a concept for a mobile app or a website for the restaurant.
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