Quarry | Overview

Graphic Design Studio II | Design Methodology Process Book | BakkoushAndrew Wagenhals

002

01 Introduction

02 Overview Discovery Design > Attribute List > Mind Map > Mood Board Development Deploy

05 Environmentals

Discovery Design Development Deploy

06 Final Program

Identity Visual Element Environmentals

03 Identity

Discovery Design Development Deploy > Logotype > Fonts > Color Palette

04 Visual Element Discovery Design Development Deploy

Melusine | Table of Contents

Introduction

003Melusine | Introduction

004Melusine | Introduction | Goals and Objectives

Goals and Objectives

The goals and objectives of this project are better understand system visualization methodology. This will be explored through the branding of a service in affiliation to the Luberon region of Provence. By incorporating aspects of Provence as inspiration to the brand, the visual system will have visual and experiential ties to the area.

Overview

005Melusine | Overview

006Melusine | Overview | Discovery

Research

The Luberon valley lies in southern Provence region of France. The valley is comprised of three mountain ranges, the Little Luberon, the Big Luberon and the Oriental Luberon. With ties to both the Greeks and the Romans, the Luberon is home to many ancient structures. After the fall of Rome, perched villages began to form on hill tops during the uneven political landscape of the medieval period. Today these villages are popular tourist sites for the international community. Major allures of the region are aligned with agriculture, and historic landmarks. Lavender, sunflowers, wine, and castles are a few markers of the Luberon. Almost all of the buildings are constructed of limestone and sea sediment which can be found in forgotten quarries scattered throughout the region. One of the most important aspects of life is the unification between man and nature. Although the land is cultivated for mainly agricultural purposes, nature is allowed to flourish uncontrolled in many areas and used as artistic inspiration for many.

007Melusine | Overview | Design | Attribute List

Attributes QuietReflectiveIntrospectiveBeautifulStunningHarmoniousOrganicBalancedTranquilTemperateSereneExhileratingRevitalizingRejuvenateHistoricEnduringInfinitePerpetualSurreal

FreeUpliftingWhimsicalAntiqueTrendyDiscoverableConscienceSpiritualDivineHeavenlyIntimateTranscendentMeaningfulMysticalTouchingRhythmicUniformHomogeneousConstant

CreativeArtisticCozyMesmerizingHypnoticAncestralStillCharmingSoundlessUntouched

008Melusine | Overview | Design | Mind Map

009Melusine | Overview | Design | Mood Board

010Melusine | Overview | Development

Key Attributes

Revitalizing

Whimsical

Intimate

Ancestral

Identity

011Melusine | Identity

012Melusine | Identity | Discover | Melusine Mood Board

013Melusine | Identity | Discover | Logo Mood Board

014Melusine | Identity | Design | Logotype Sketches

015Melusine | Identity | Development | Typeface Exploration - Title

Nairobi

Serendipity

Odstemplik Bold

Wolf in the City

Signpainter House Script

Intrique Script

Trattatello

Pops Bold

Echinos Park Script

Abbie Script

FabfeltScript Bold

Blessed Day

Playball

Nautilus Pompilius

Streetwear

Sunday

Khadija

Mr Bedfort

Rainy Wind

Quickline

The Wahhabi Script

Melusine

Melusine

Melusine

Melusine

MelusineMelusine

Melusine

Runaway

EpoqueFLF

Rochester

Savoye Let Plain

Noteworthy

Sarah Caps

Campanile

016Melusine | Identity | Development | Typeface Exploration - Subtitle

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

Avenir Next

Avenir Next Condensed

Gill Sans

Hipsterish

Times

Optima

Perpetua

Courier

Futura

Gotham

Monaco

Akzidenz-Grotesk

InaiMathi

Open Sans

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

Tahoma

Univers

Sukhumvit Set

ADAM.CG PRO

Thonburi

PT Sans Narrow

Verdana

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

CAFE

Oriya MN

Seravek

Plantagenet Cherokee

Skia

PT Mono

Museo

Devanagari Sangam MN

017Melusine | Identity | Development | Digital Roughs

Melusinecafe

MelusineCAFE

MelusineCAFE

CAFEMelusine

Melusine Cafe MelusineCAFE

MelusineCAFE

MelusineCAFE

MelusineCAFE

MelusineC-A-F-E

MelusineC AFE

MelusineC AFEMelusine

CA FE

MelusineC AFE

MelusineC AFÉ

Melusinecaf e

MelusineCafé

MelusineCaf é

MelusineC a f é

MelusineC a f é

MelusineC a f é

MelusineC a f é

MelusineC a f é

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018Melusine | Identity | Development | Type Specimen

Rainy Wind

A aA B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ &

Melusine is the spirit of fresh waters,sacred springs, and rivers.

Optima

A a

A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0! @ # $ % ^ & * ) (

Melusine is the spirit of fresh waters,sacred springs, and rivers.

019Melusine | Identity | Development | Color Palette

C = 38M = 16Y = 04K = 00

#9bbddc

C = 08M = 39Y = 13K = 00

#9bbddc

C = 23M = 26Y = 31K = 00

#c5b5a9

020Melusine | Identity | Development | Logotype Color

t

021Melusine | Identity | Deploy | Logotype

Design Narrative:

The primary and secondary logotype successfully convery the four key attributes of the Provence experience. The title of the cafe, Melusine, comes from the mythic spirit of water linking directly to the region’s connection with the sea.

The corporate color of blue is pulled directly from blue doors and shutters present in the perched villages of the region as well as alluding to Melusine’s prominence.

A script typeface creates a sense of intimacy between guests and the identity while a sculpted sans serif connects with the chiseled letterforms still present in the area.

Visual Element

022Melusine | Visual Element

023Melusine | Visual Element | Discovery | Mood Board

024Melusine | Visual Element | Design | Sketches

025Melusine | Visual Element | Development | Digital Roughs

026Melusine | Visual Element | Deploy | Repeat Pattern

Design Narrative:

The visual element of a repeat pattern is used to unify the brand and successfully convey the brand’s message.

The pattern includes shells, sand dollars, and mermaids to connect the cafe to the ancestral relationship Provence has to the sea. Many village walls have shells or other sea sediment embedded in them as the region was once partially under water.

Using calucated tints and shades the corporate color of blue to connect the visual, tints and shades of beige are employed to further connect the brand to the surrounding village limestone walls. This additional color also brings attention to the mermaids which represent Melusine.

The entire pattern conveys a tactile feel as texture is employed in order to engage viewers intimately. The hand-made appeal brings people into a more welcoming environment making them eager to explore and engage with the brand.

Environmentals

0027Melusine | Overview

028Melusine | Environmentals | Discovery | Menu Mood Board

029Melusine | Environmentals | Discovery | Business Card Mood Board

0=30Melusine | Environmentals | Discovery | General Mood Board

031Melusine | Environmentals | Design | Business Card

032Melusine | Environmentals | Design | Menu

033Melusine | Environmentals | Design | General

034Melusine | Environmentals | Development | Multifacets

035Melusine | Environmentals | Deploy | Multifacets

Design Narrative:

To create cohesion across the different environmental elements of Melusine Cafe, the primary and secondary logotype was employed in addition to the brand’s repeat pattern. These two elements come together to create the unique brand identity embodying the key attributes of the Provence region while highlighting the historic significance of the sea to the area. Melsuine, the mythological goddess of sacred water, is portrayed through the blue that aligns directly with the blue seen in the doors and shutters of the region.

Main environmentals within the cafe feature the repeat pattern with little emphasis on the logotype as the cafe exhibits the brand identity within it’s surroundings. To employ the logotype across planters, mugs, and tins would become too visually forceful and take away from the visual appeal of the pattern. Take-out items such as to-go bags and cups feature the same repeat pattern supported by the brand logotype creating publicity for the cafe.

Final Program

036Melusine | Final Program

037Melusine | Final Program | Design Narrative

Brand Development | Melusine CafeResearch | Identity | Visual Element | Environmentals

Design ProcessName of CompanyMelusine Cafe

What They OfferMelusine Cafe provides the village of Lacoste with a year-round cafe of fresh bakery items and a dynamic coffee & tea list.

Target AudienceThe audience is inhabitants in the village of Lacoste who want a cafe that doesn’t feel touristy, but instead connects with their ancestral history.

CompetitionThe competition directly in the village is Cafe de France and Cafe du Sade, but they are closed seasonly. Neighboring villages house competi-tion such as Les Terasses and la Bleu Heur.

Design ResearchThe Luberon valley lies in southern Provence region of France. The valley is comprised of three mountain ranges, the Little Luberon, the Big Luberon and the Oriental Luberon. Major allures of the region are aligned with agriculture, and historic landmarks. Lavender, sunflowers, wine, and castles are a few markers of the Luberon. Almost all of the buildings are constructed of limestone and sea sediment which can be found in forgotten quarries scattered throughout the region. One of the most important aspects of life is the unification between man and nature.

The goals and objectives of this project are better understand system visualization methodology. This will be explored through the branding of a service in affiliation to the Luberon region of Provence. By incorporating aspects of Provence as inspiration to the brand, the visual system will have visual and experiential ties to the area.

Design Goals & Objectives

Design Layout & DevelopmentConceptBased on the French goddess of sacred water, Melusine, this cafe aims to bridge the connection between visual aspects of the Provence regions and it’s maritime past. By using the blue located in the doors and shutters of the village and visual representation of the sea, the brand is unified as both historic and modern.

DesignThe cafe brand utilizes the blues prominent around villages in Provence along with visual representations of the sea. A silk screen texture is employed on a repeat pattern to allow for flexible application across multifaceted cafe surfaces. The interior of the cafe is unified through the application of the repeat pattern while items taken to go employ both the logotype and the pattern for publicity.

TypefaceRainy Wind is the script typeface utilized in the logotype to convey a personalized signature feel to the brand while Optima is the supporting sans serif selected for it’s variety of line weight in letter forms.

Color SchemeThe color scheme is pulled directly from a visual of the village. It features the blue present on doors and shutters with a muted beige employed in the construction of the mermaid in the repeat pattern.

Special ProcessAll aspects of the brand development process are carried out through four D methodology (Discover, Design, Develop, Deploy)

Design Layout & DevelopmentGoals and objectives were met by a research heavy design process. By pulling information both visually and contextually, the brand development was firmly rooted in the surrounding village of Lacoste. Understanding the information needed to appeal to the target audience allowed for a flexible design that can be applied to any asset necessary within the cafe environment. Melusine Cafe is a trendy cafe rooted in a rich ancestral past that conveys all key attributes discovered during the initial research phase of the project.

038Melusine | Final Program | Identity

Design Narrative:

The primary and secondary logotype successfully convery the four key attributes of the Provence experience. The title of the cafe, Melusine, comes from the mythic spirit of water linking directly to the region’s connection with the sea.

The corporate color of blue is pulled directly from blue doors and shutters present in the perched villages of the region as well as alluding to Melusine’s prominence.

A script typeface creates a sense of intimacy between guests and the identity while a sculpted sans serif connects with the chiseled letterforms still present in the area.

039Melusine | Final Program | Visual Element

Design Narrative:

The visual element of a repeat pattern is used to unify the brand and successfully convey the brand’s message.

The pattern includes shells, sand dollars, and mermaids to connect the cafe to the ancestral relationship Provence has to the sea. Many village walls have shells or other sea sediment embedded in them as the region was once partially under water.

Using calucated tints and shades the corporate color of blue to connect the visual, tints and shades of beige are employed to further connect the brand to the surrounding village limestone walls. This additional color also brings attention to the mermaids which represent Melusine.

The entire pattern conveys a tactile feel as texture is employed in order to engage viewers intimately. The hand-made appeal brings people into a more welcoming environment making them eager to explore and engage with the brand.

040Melusine | Environmentals | Deploy | Multifacets

Design Narrative:

To create cohesion across the different environmental elements of Melusine Cafe, the primary and secondary logotype was employed in addition to the brand’s repeat pattern. These two elements come together to create the unique brand identity embodying the key attributes of the Provence region while highlighting the historic significance of the sea to the area. Melsuine, the mythological goddess of sacred water, is portrayed through the blue that aligns directly with the blue seen in the doors and shutters of the region.

Main environmentals within the cafe feature the repeat pattern with little emphasis on the logotype as the cafe exhibits the brand identity within it’s surroundings. To employ the logotype across planters, mugs, and tins would become too visually forceful and take away from the visual appeal of the pattern. Take-out items such as to-go bags and cups feature the same repeat pattern supported by the brand logotype creating publicity for the cafe.

Quarry | Overview