Nesia

nesia process book

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BACKGROUND

“Quick – tell me your favourite Indonesian restaurant in Toronto. Can’t do it? That’s because they don’t exist.”

What?

Food counter with a modern ap-proach to authentic Indonesian cuisine.

Who?

Jeane Ernes, an Indonesian born woman who often gets Indonesian food orders at Indonesian community church in Toronto.

Why? There are Indonesian restaurants in New York, Sydney, London, San Fransisco, more than 10 in Amsterdam, Paris, Tokyo, Durban, Montreal, etc. Toronto is one of the biggest city in the world but there’s no place that serve Indonesian cuisine in Toronto. The last one closed in summer 2011.

Indonesia is the 4th most populous country in the world after US. There are about 5000 people Indonesian living in GTA. Mrs. Nes wants to expand her business to a larger audience and to provide food for them who crave for Indonesian food.

Where?

Exchange Tower Food Court, PATH underground walkway, downtown Toronto.

PROCESS BOOK BACKGROUND

Shelby Kirby, blogger, Toronto.

Location

The location is very strategic, in the Exchange Tower in the Financial District. The building is home to several prominent financial and legal firms. It also houses the To-ronto campus of one of Canada’s most renowned business schools, the Richard Ivey School of Business. Best of all, it is part of the PATH.

PATH is downtown Toronto’s underground walkway linking 28 kilometres of shopping, services and entertainment.More than 50 buildings/office towers are connected through PATH. Twenty parking garages, five subway stations, 2 major department stores, 6 major hotels, and a railway terminal are accessible via

PATH. It also provides links to some of Toronto’s major tourist and entertainment attractions such as: the Hockey Hall of Fame, Roy Thomson Hall, Air Canada Centre, Rogers Centre, and the CN Tower. City Hall and Metro Hall. There

are also several food courts within the PATH. This one is particularly chosen because there’s an option to open the counter on the weekend.

In the morning, the PATH is busy, and so is in the lunch time.



Demographic and Target Audience

Since it’s located in the Financial District, the demographic is male/female, 22-65 years old, mostly educated, business people or people who work around the area, middle to upper class, PATH user, tourists, commuters, as well as Indonesian people or people who want to try Indonesian cuisine.

WaterParkPlace20 Bay


Direct Competition

Food biz in the Exchange Tower:Acko/Ho Shim Take Out Booster Juice Burger King Laura Secord Feta & Olives Freshii Oasis Café & Health Bar Piazza Manna & Bar Starbucks Koya Japan Sweet Temptations Thai IslandTim Hortons

Booster Juice, Tim Horton’s, and Starbucks, although specializing in drinks, they sell snacks as well just like Nesia, so they’re considered as secondary competition. In terms of color opportunity, orange and blue or burgundy can be a good choice.

Logo Opportunity

Most ethnic restaurants in the Exchange Tower are using logotype.

PROCESS BOOK RESEARCH

Rice is a staple food for the majority of Indonesians. It holds an important place in the country’s culture. It shapes the landscape, is served in most meals, and drives the economy. Indonesia is currently the third-largest producer of rice in the world. Plain rice is known as nasi putih. Often, it is accompanied by a few protein and vegetable side dishes. The importance of rice in Indonesian culture is demonstrated through the reverence of Dewi Sri, the rice goddess of ancient Java and Bali. Traditionally the agricultural cycles linked to rice cultivations were celebrated through rituals, such as

Sundanese Seren Taun rice harvest festival. In Bali the traditional subak irrigation management was created to ensure the water supplies for rice paddies, managed by priest and created around “water temples”.Rice is most often eaten as plain rice with just a few protein and vegetable dishes as side dishes. It is also served, however, as nasi uduk (rice cooked in coconut milk), nasi kuning (rice cooked with coconut milk and turmeric), ketupat (rice steamed in woven packets of coconut fronds), lontong (rice steamed in banana leaves), intip or rengginang (rice crackers),

RICE


RESEARCH

RIJSTTAFEL

Indonesian Rijsttafel (Dutch: rijs means rice, tafel means table). It is a meal that the Dutch adapted from the Indonesia feast called nasi padang.

The meal is made up of a variety of small dishes (10 to 25 is typical), all served alongside a large bowl of rice, either steamed or fried. The other dishes are appetizer-sized portions of meat, fish and vegetables, and flavours include coconut, lemongrass, peanut, chili, hot peppers, etc.

Despite the dishes served on rice

table are undoubtly Indonesian, the rijsttafel’s origin were colonial. During their occupation of Indonesia, the Dutch introduced the rice table not only so they could enjoy a wide array of dishes at a single setting but also to impress visitors with the exotic abundance of their colony.

Rijsttafels strive to feature an array of not only flavors and colors and degrees of spiciness but also textures, an aspect that isn’t commonly discussed in western food. Such textures may include crispy, chewy, slippery, soft, etc.


Indonesia consists of more than thirteen thousand islands. For centuries, these islands have been the center of international trade. Rich, volcanic soil produces an amazing number of fruits and vegetables, the seas yield vast numbers of fish. Spices, however, have been the main source of Indonesia’s fame. Nutmeg, clove, and pepper drew traders from India, China, Africa, and the Arab world, and later, European explorers and colonists from the Netherlands, Portugal, and England.

From the 8th through the 16th centuries, powerful polities on Java and Sumatra controlled much of what is today the Indo-nesian Archipelago. But, by the end of the 16th century, steady European colonial expansion left the nation a collection of weak, disconnected fiefdoms, all of which came under direct Dutch control within two centuries. The Republic of Indonesia was declared at the end of the Japanese occupation of Indonesia during World War two.

Indonesian cuisine reflects this complex cultural history. Cooking varies greatly by region and combines many different influences. However, most Indonesian food shares the nearly universal food trinity of fish, coconut and chile.

The main meal in Indonesia is usually served at midday. Food that was cooked in the morning is set out all at once. Family members help themselves, serving with a spoon and eating with right hands. There is less family gathering or ceremony of communal eating than in other cultures, but there is communal cooking and a strict hierarchy that determines one’s role and comportment at the table. Most meals for celebration are built around a cone-shaped pile of the long-grain, highly polished rice that Indonesians prefer. A meal may include a soup, salad, and another main dish. Whatever the meal, it is accompanied by at least one, and often several sambals, spice relishes that are mixed with the food. A light meal might consist of rice, some dried fish and a chile

INDONESIANCUISINE


VISUAL RESEARCH

When field trip is impossible to conduct, visual research helps. It’s also a good source to understand the subject better and for inspiration.


Nes Nesia

Rumah Makan (Restaurant)

The R Restaurant

Rijsttafel

Rijsttafella (Rijs, tafel, and fellow)

Rijstta Fiesta (Celebration)

Rice Table

Enak (Yummy)

Kenyang (Stuffed/full)

Kangen (Longing for)

Indoniesche

Choosing the name was a bit difficult. The initial name was ‘NES’ because the owner name is Jeanne Ernes.

I jotted down several names, mostly using meaningful Indonesian language.

I thought using Indonesian language would be appropriate since they will be serving ethnic foods.

Initially, I was going to use just Nes, then Rijsttafella. Or even Rijstta Fiesta, because eventhough I cut the word tafel, people can still see the Rijs. After talking to some people, Nes was too short and people might mistaken it for an acronym. Rijsttafella, on the other hand, sounds too complicated. So, I end up using Nesia, which taken from the owner name and the word ‘Indonesia’.

Indonesia

Selamat Datang (Welcome)

Untung (Lucky)

Pagi (Morning)

Rembulan (Moon)

Bintang (Star)

Matahari (Sun)

Indonesian Delight

Kenapa (Why)

Semanggi (Clover)

Sukses (Success)

Gembira (Happy)

CHOOSINGA NAME

PROCESS BOOK MINDMAPPING

PROCESS BOOK MINDMAPPING

Sketching and mindmapping is an important process. As Linus Pauling said, “The best way to get a good idea is to get lots of ideas.”

PROCESS BOOK IDEATION

IDEATION

IDEATIONPROCESS BOOK


Using spoon, knife, and fork forming the letter E.

Then one day, on my way to Union station from OCAD, I passed by a restaurant on Queen St. who have the exact design: using cutlery to replace the letter E.

Using cutlery (fork and spoon) through the letter ‘N’

Combining the name and a table cloth so people have idea of what the business is about.

Building the word out of spices and ingredients.


Because the essence of rijsttafel is rice, I was thinking of using the obvious rice bowl outline and name on the bowl.

Indonesian cuisine is influenced by neighbouring countries and the countries which colonized Indonesia before. It’s like a mixed of Singapore, Indian, Thailand, Dutch, China flavors. So I came up with a fusion concept and abstracted them.

I tried to use circles to symbol-ize the rice surrounded by other dishes.

PROCESS BOOK IMPLEMENTATION

rijsttafela

When I think about branding, I think more than just a logo or the visual. It’s about the whole feeling when people look at it or hear about it, more like a personality.

At first I was just trying out different typeface and placement to see which one fits the business.


Since rijsttafel literally means rice table, so I also have this idea of illustrating the word Nes/Nesia on top of a dining table. At first, I have the table cloth on. But I think it might be better to simplify it into a circle because it’s more modern and people don’t immediately think too specific.

Tweaking and simplyfying the letter ‘e’ to appear like a rice bowl. The outcome is very modern. However, I had some technical issues with the execution and some people say that it’s too thin and less versatile.


When I’m trying out with different typefaces earlier, I found this typeface to be curvy and unique. And I started to play with the placement of the letter. But for some reasons, they appear to me to have ‘environmental’ quality and might not suitable for the business. It appears more traditional and a bit geometric.

IMPLEMENTATION

This is the final logo. It’s Ashley script. It has human quality, more approachable. The concept is still revolve around the basic idea of rijsttafel. Rice as the focus, I created the dot for the i as the rice, because the majuscule I in Ashley script doesnt have a dot (tittle) on it. And build the other letter around it, move them, and change the angle as well.

PROCESS BOOK APPLICATION





There are other applications idea that I haven’t explored due to the time constraint.

LUWAK

Documents

Nesia