Page 36 - Valor Presentation for Baxter Fain
P. 36
CONCEPT PLANNING
BOOK 1: Brand Strategy BOOK 2: Concept & Creative
• Historical Study • Mini Brand Concept
• Market Trends • A complete “F&B Story” which pulls together a cohesive property
• Competition narrative outlining the customer journey and is based off research
• Psychographic Analysis completed in Book 1
• Demographic Study
• Brand Position
• Brand Pillars
• Indicates the effect of earlier research and concepting on sales,
BOOK 3: Creative Pull Through marketing intent and design pull through
• Naming
• Logo Development • Vernacular
• Menu Design • This is a key piece to the brand style guide. It indicates how the
• Collateral brand is referenced and the style in which the copy and language
• Signage are expressed
• Uniform Selection • Visual Queuing
• Website • A guide to property wide image usage
