Logo Directions

So after Week 3( or was it 4?), we've finally narrowed down the logo treatments and directions from 3 ( will post the sketches for another day!). I've been doing some surfing and have grabbed a few pictures as to the treatments and inspirations for the 3 directions I will be editing and choosing from. So here it is!

1. NEON LIGHTS


2. FLAME GRILL


3. Hands/Bite



Here are some of the the Type Treatments ( apart from the ones i downloaded):


Now its back to the drawing board!later!!!

MOODBOADRS

BRAND POSITION MOODBOARDS

KEYWORDS- classic, uncle,frank, funny,candid,honest,rough/edgy



VISUAL MOODBOARD

BRAND POSITIONING, TAGLINE

BRAND POSITIONING STATEMENT

Feed your every fancy at Vera's Burger Shack. Our pure beef burgers are hand made and grilled, just the way your taste buds want them, satisfying your every craving and more. Experience true classic burger joint dining with a personal touch, ever time you walk through our doors.

DESCRIPTOR TAG LINE

Your burger craving.Our joints calling

THE "CATCHY" EDITED TAGLINE

Vera's Burger shack- YES PLEASE


cursory level: common answer/response in ordering/up-sizing /adding on
brand to customer interaction level: an affirmation of granting the craving
sensual-philosophical level: a surrender/ seeking and giving in/ food porn-hunger is sexual...err sensual hahaha

INSIGHT ON DESCRIPTOR TAGLINE on a burger junkie's POV

Vera's market knows and wants their burgers. They don't just eat burgers for burgers sake, but they do because they need to, to satisfy their cravings and to eat that "perfect burger" painted by their taste buds, and that is what Vera's Burger was made to do, through our friendly staff, to our dining experience and mostly, through our burgers, Vera's aim to satisy those cravings.

The new key messaging is an invitation/temptation to just give in and leave all inhibitions at the door to and trust Vera's pure, hand made and fried as ordered burgers.

KEY MESSAGING, DIRECTIONS

PRESENT KEY MESSAGING PILLARS
- these are the main points,communications, the brand is trying to reach to its audience at present.

- Best Burgers
-Your friendly neighborhood joint enjoyed by the family
-old school, throwback burger experience


Insights on Present Messaging

- everybody claims to be the best--no engagement
- goody two shoes- lacks edginess and reality
- commercialized, sold out. ( "hole in the wall" feel is no longer felt/communicated.)

DIRECTIONS

- shift messaging from product proposition to customer invitation
further highlight the satisfaction of the customer's craving, and the bliss of eating fire grilled, made to cook burgers.

- use brand logo/visual as a means to bring back the "classic" experience ( since hole in the wall and underground will be too much of a try hard)
CLASSIC- lasting, timeless
- use of colors, type and textures
- communicate a rougher, edgier look
- do not be afraid to go against the tide

- go from winking-wholesome granny( Vera) to the forthright, funny/witty and sometimes bawdy uncle


NEW KEY MESSAGING
- Your craving. Our calling.
- Ready for real meat?
- Trust your belly

VERA's SWOT ANALYSIS

STRENGTHS

- known as a brand you can't go wrong with
- customer following and loyalty
- numerous branches
- proactive campaigning throughout different forms of media
- quality food
- positive dining experience and atmosphere for the entire family
- consistent brand look and feel amongst all stores

WEAKNESS

- lack of innovation/addition to menu
- often slow service
-loss of authenticity as a burger shack
- inconsistency in communicating brand ( through advertisements and logo)


THREATS

- growing competition
- innovative and fresh menu from competition
- health consciousness trend
- old vs. new
- faster service from other joints

OPPORTUNITIES

- lack of innovation/addition to menu- add new offerings
- often slow service- strengthen/emphasis on personalized service
-loss of authenticity as a burger shack/inconsistency in communicating brand ( through advertisements and logo)- BRAND REDUX

BRAND AUDIT: VERA'S BURGER SHACK

COMPANY HISTORY and PROFILE

VERA's BURGER SHACK is a local hamburger restaurant that traces its early beginnings as a small beach concession in 1977 and originally owned by husband and wife Frank and Vera. As the years and ownerships were passed down to their grand children and presently, to Gerald Tritt and Noah Cantor, Vera's Burger Shack has expanded to 12 restaurants across the lower Mainland, serving their famous freshly made and fried burgers and more.

Vera's Burger was/is made famous for their " Big and Juicy" burgers. " Their 6 ounce burgers are made fresh to order and severed slightly pink. Combined with their special sauce, they have owned the moniker of "Best Burgers" for the last 5 years. In addition to their burgers, their double fried fries and milkshakes have earned praises amongst new and old customers.




Their dining experience offers the same home-y, burger shack feel they had since and their stores atmosphere and environment remains fun, family-oriented and feisty throughout the years.

COMPETITION

There are numerous competitions across the lower Mainland, all offering fresh, made to cook burgers and other specialties to its customers. For the purposes of this section, I have chosen to pick the ones with the same scale and scope as my brand.

Fat Burger- established in the 1950's. This American Burger joint is known to be " The Last Great Hamburger Stand" before the growth of the fast food chains. It has recently found its way to Canadian soil, offering lean beef and unfrozen patties, cooked the way you want it. The chain is famous in North America and its throwback store design and experience is a favorite amongst burger fans.

Other Burger joints:

Splitz Grill-Orginally located in Whistler, this burger joint known for its abundant range of toppings, offering a gourmet style burgers and dining.

Moderne Burger- known as the purest of burgers ( no salt and seasoning added to their hand made burgers), they let their basic menu and burger speak for itself.

sources: http://www.straight.com/article-157358/open-wide-juicy-burger-showdown

VERA's CAMPAIGN

Vera's recognizes the competition they are facing, as well as the opportunities to further communicate themselves to the market through media. They have created a website that offers a wide range of uses from franchisee information and online ordering.

Community-wise, they have their own facebook and twitter accounts wherein customers can post pictures and shout-outs" and follow fellow Vera's eaters and be updated as well with promos and listings from the restaurant. In addition, they are also online through a different youtube videos, from foodie's documentaries to their own self-made spots.

video1
video2


In traditional media, they have sponsored a Radio Talk Show called Vera's Burger Bowl as well as posted advertisements in local TV stations. Translink Bus ads have also been placed in the past.

Vera's has also ventured into merchandising, offering memorabilia caps and shirts.

PERCEPTION

" You can't beat Vera's meat"

A lot of people have benditioned Vera's as the best burger joint in Vancouver. Publications, reviews and simple word of mouth from people have attached the brand to its fresh, feisty, "big and juicy" burgers from the time since its creation. In addition, customers have been loyal to Vera's for its consistency in bringing about not only the same quality food but its dining experience as well. No store is different from another, and the food, the staff, the restaurants and the atmosphere have remained in offering quality and value to with each visit from its customers. It's history and origin makes it more appealing to locals ( and foreigners) as being their own "home-grown burger joint.

All in all, it is perceived as a burger joint you cant go wrong with,a sure-fire burger hit amongst every member of the family.