ISTD / Selecting and developing my choice

The most interesting / appealing brief that works best with the synergy of my work would probably be 'Mutton Quad' ( Creating a concept for the branding of a typographically themed restaurant ) The freedom and creativity measurements are quite loose which means I'll have a range of options when it comes to producing the work. After some over-view research I managed to find a considerable amount of examples from previous submissions which gives me a great advantage when it comes to visually imagining a direction. 

As a starting point I'll be analysing the brief and investigating what's actually being asked to be produced...

x5

5 PROBLEMS I WANT TO SOLVE IN THE BRIEF AND WHY?

• What defines a restaurant and a good one at that? Areas of permutation...
• What sort of audience would the restaurant be targeting?
• Difference/ Similarities between high-end restaurants and high-street restaurants.
• Communicating a strong idea through type and its components
• What is the ethos and purpose of the restaurant? this will determine the tone and message I'm trying to communicate.

5 FACTS ABOUT THE SUBJECT AND CONTENT:

• The attitude, aesthetics and mood of the environment will determine the type of content I'm producing.
• I'm not only thinking of the branding of the restaurant but how this could permeate all aspects of the place.
• Type should influence all aspects of my decisions in some way or another.
• Your paying for a service, not just a product.
• The exterior is just as important as the interior.

5 FACTS ABOUT YOUR AUDIENCE

• They want to feel comfortable but intrigued by their surroundings
• They've got a proportion of disposable income to spend
• They're investing in an experience
• They'll be informed on good design due to the mass amount of different styled restaurants
• That they're interested in the typographic form ( *Remember that words and language are our collateral. )

5 THINGS I WANT TO COMMUNICATE

• That the theme of a restaurant can really influence the dining experience you invest in
• Words and language should be used to communicate SPECIFIC messages
• Typographic skills
• The essence of type
• Entertainment

WHAT ARE THE POSSIBLE OUTCOMES?

• Developing a branding that is influenced by the structure/ layout of the restaurant
• Dining equipment including; Napkins, Tables, Chairs, Drinking mats etc
• Blueprints for interior/ exterior
• Promotional material - Beneficial deals, loyalty cards, flyers, websites, point of sale displays
• Option for proposals - interactive displays etc
• A fully working identity that permeates through the restaurant and all its components

DISTRIBUTION OF THE OUTCOMES

• Target the public sector?
• Applicable environment (Inside the restaurant)
• Within a 100m radius of the location
• Pintrest/Behance/Twitter/etc
• Promotional websites e.g. restaurant forums/ generate a buzz

The anatomy of type or the structure and the characteristics of type could be the main focus when it comes to developing my identity around typographic forms. It's a strong section of typography and provides a number of visual roots I could pursue, in my opinion I also feel it would look the best when creatively designed.