EXERCISE 3:
The
contemporary brand that I truly admire as a designer that appeals to me is, the
Mugg & Bean brand. They provide a variety of food, beverages and desserts.
New Logo:
Old logo
Visual marks
are utilized for identification purposes, known as branding. This creates a
status, is recognizable, memorable and adds classification to a product. All of
these attributes tie in with the Mugg & Bean brand.
Appeal:
The Mugg
& Bean logo was redesigned in 2008. It symbolizes the two main roles which
the franchise plays: 1. Quality and 2. Value for money in return to the special
consumers. The logo is bold, unique and a very memorable one. It is a clear
description of a combination of both South African and American taste. The Mugg
& Bean branding is simple and modern starting off with a centered bold
star, and then the brand name, seen in a decorative typeface contrasted to the
slogan in a clearer manner.
The brand
name is bold and aligns with the slogan being the same length. The slogan has a
thinner stroked typeface and is smaller point size in uppercase letters. Black
plays a dominant role in the Mugg & Bean branding, being very consistent
because it is used throughout all advertising as a background.
CORPORATE PHILOSOPHY, IDENTITY AND
IMAGE:
Mugg &
Bean had first been opened up in Cape Town, Waterfront, now known as the V
& A Waterfront, in 1996. The founder, a restaurateur of the time, Ben
Filmalter had made this possible. The restaurant/ franchise was based around
the theme of coffee, which led to the development of the corporate identity
concept. The brand name was formed from the combination of two figures at the time:
Clement Mugg
and Joshua Fenomah Bean. Mugg & Bean make their customers
their very first priority. The dining environment is very warm, welcoming,
comfortable and homely. The entire Mugg & Bean brand is based on strong and
effecting photography seen throughout their advertising techniques (websites,
flyers, menus, advertisements and the actual restaurant itself (walls)). This
photography makes the reality of what the brand has to offer visible, revealing
the truth and complimenting all visual aids with the aim of achieving a
successful target market. Three main contributions unique to Mugg & Bean
are their generous portions, the gigantic freshly made muffins/ cake slices/
desserts as well as their bottomless coffees.
Mugg &
Bean have also created the “On the move” concept, this offering takeaway
services to customers who are in a rush. An example of a takeway packaging
would be for the containment of coffee, the lid has a smiley winking face on it
created from the use of symbols. Mugg & Bean also has specials on occasions
such as breakfast time to make it a more enjoyable and satisfying time of the
day.
Being of
South African roots, it is a truly inspiring restaurant that aims to uplift the
lives of their consumers. Always using design and service to promote a positive
attitude to the everyday life, making sure everyone goes with a smile on their
faces. This contributes to making good changes that end up being a huge
difference amongst the community.
Change:
I would not change
a lot about the brand strategy but a little on the image. I would add in one or
two tones of colours such as green and red for packaging, to colour code the
food, beverages and deserts into separate categories. I also think that by
bringing in the technique of illustrations or strong but legendary cartoons of
representatives for the Mugg & Bean brand, this will attract a bigger
target market. An example would be the prominent Ben Filmalter and his wife,
who could be very iconic figures but are portrayed with a modern look to suit
this day and age.
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