OUGD603: Elmwood. A brand concept pitch

Within the session the group were given different options for potential companies to turn into brands. In a small group we were given 'toast cafe'.

Group: Myself, Eva Clapham, Alex Phipps & Matthew Brewer. 

This was a quick concept pitch that we had to create within the timescale of around an hour. The task was a great experience to understand how Elmwood work as a studio and to work in a short space of time in collaboration with others to create brilliant ideas. 

Name:  Butter Side Up! 

Brand Story

 On a Sunny morning the founder clumsily dropped his toast on the floor. Defying all physics this toast landed butter side up. This was a sign that he should dedicate his life to suppling his miracle to the masses. 

Toast Puns for the store

"How do you like your toast in the morning?"
"Have a butter day!"
"Toast to that!"
Time for toast!"

Aesthetic & Tone of voice

Comfortable, relaxed and positivity. The idea of 'sunny' connotes a good start to the day as toast is usually a breakfast food. The cafe needs to feel calm and homely to recreate the same warm and friendly atmosphere found in a home environment. The aesthetic would be quirky and hand rendered to recreate the owners humour and personality with a possible consistent brand colour of yellow to represent butter. 

Potential ideas: