DS: El Panzote - phase III

DS: Music exploration for narrative

So I've wanted to create a narrative piece that would have a cheerful rhythm and look & feel to contrast the style of the designs I have here some songs I'm considering.




"he was so fat he could almost not see, he could eat 12 tacos(switch to conchas) when he was only 3"

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I have this song on vinyl but I could only find the live version online

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Theme music from a Mexican comedy show from the 70s that is still very popular today

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this song may be a stretch but the first of the lyrics are a famous childrens rhyme in Mexico its the equivalent to the "eenie meenie miney mo" in english actaully now that I think about it might go well with the concept of not being able to make a desision with all the breads to choose from

DS: Logo update

So my attempts of redrawing my overstuffed friend has proven difficult so I desided to go in an clean him up a bit  the arn is more noticeable there is more detail and I tried to give him a smile. I'm pretty happy with it I think I should explore the container of the logo i currently have this rounded rectangle but it may be worth it to go beyond that.

DS: Proposed items List

Business cards

• moo sized cards

Stationary

• Envelope
• Letterhead
• Invoice

Menus

• To-go menu
• Catering menu
• Wall menu
• Bread name labels

Wearables

• Apron
• Hat?
• Name tag

Large-scale

• Building Sign
• Catering vehicle 

Interactive

• Website(maybe make tumblr the website)
• Facebook
• Twitter/tumblr Hashtag promotions

Video

• Stop Motion commercial (15 sec?)
• Gif animation set for tumblr

Gift card series

• $5
• $10
• $15
• $20
• 3 Custom refillable cards

Paperware

• Coffee Cups
• Single item paper bag or paper sheet
• Small to-go bag
• Box
• Seal sticker

DS: Secondary type?

DS: Self Assessment

First off, I'm enjoying the free/discounted mexican bread I've been getting from El Panzote! I'm not sure if it counts for anything but I've developed a pretty cool relationship with the "client", I would say that I really know what he wants to achieve with his business. He genuinely seems to trust that I can create something great for his business, which is pretty cool. Branding is something I'm truly enjoying, its kind of my goal to one day be able to make a living designing for small/local businesses and branding will be a huge part of that. In class I've been enjoying the process a lot, it might be because I have a passion for my culture but, I think if I chose something different I would still be pretty passionate about it. I've been creating work that I'm really proud of, its progressed a lot and its only the beginning. I'm really excited to keep working on El Panzote's branding is not even "hardwork" to me, it fun.

DS: Phase 2

El Panzote 3 logos

DS: moodboard + sketches

Moodboard

My moodboard are set at 3 different groups to help organized my inspiration to clearly show 3 different possible directions.

Sketches

My sketches are all over the place I've been playing with type a lot but type is easier than coming with a brandmark. I was something a bit more abstract than a piece of bread or some wheat grains. A few ideas that came up were sun figure, they have a heavy connection to the mexican culture and can also be a play on "big". I  messed with a calavera image for one it depicts a skull with a wide open mouth ready to eat something large like panzote's bread. I also sketched a mexican terracotta oven but It feels weak at the moment but maybe I could play with it more. The rest of the stuff is just playing with common mexican imagery like patterns and ornamental linework.

DS [Phase one] El Panzote Rebrand

El Panzote Rebrand Presentation

Brand brief questionaire

What need do you fulfill?

I provide a traditional comfort food for customers to indulge on.

Why does it matter?
Tradition is an important thing to keep up, its for the people who know it and strangers who want to experience it.

What do you do differently than your competitors?
We try to cater to all cultures, we want every customer to feel welcome here. Its small and humble so doesn't intimidate (culturally). We also make our breads larger! We want you to indulge and be satisfied. There's no counting calories here.

Can you prove this?
We chose this location because to the diverse communities that live and commute through here. My customers are proof.

What adjectives would your best client use to describe you?
"Just like home"

How would a stranger off the street describe your work environment?

Colorful and bright, with lots of variety.

What "me too's" should we avoid?
Fresh, tasty, fast, affordable.

Define your culture in one word?
Colorful

Define your work in one sentence?
My work is all about making indulging experience for others through my culture.

mmmmmmm

Edible inspiration for Mexican Bakery branding

gift from El Panzote

My company choice

I think after speaking with both instructors I have made a decision to go for El Panzote.

El Panzote

A Small humble shop outside of the city located near the farms. The shop functions as morning pick up for the commuters heading to work out in the farms. He also gets lots of one time customers just driving through so signage is a huge thing especially being located on a highway road. The owner takes pride in having a humble little shop that is not very intimidating. With the breads they sell coffee which can give the opportunity of having a cafe space but lack of space in the shop warrants to-go customers only, but some reconfiguration of space and even making use of outdoor space can bring the opportunity of stay in customers. Part of the owners vision was to gain some customers from local-ish suburbs and maybe even interested city folk.

Direct competition

- Elvira's Panaderia (voted best mexican bakery in the greater KC area)
- San Luis Bakery located just 5 mins away
- Reyna's Mexican Bakery
- Laura's Bakery
- Price chopper in Roeland (sells mexican bread in bakery)
- Bonita Michocan (mexican grocer selling locally made breads)

Indirect Competition

- Grocers that sell factory made mexican breads
- Starbucks
- Other local coffee shops
- Krispy Kreme donuts
- Other donut/pastery shops
- Open early Fastfood joints

Brand Brief (self answered)

 note: I have spoken to the owner once so some of my answer are based off what I learn from him.

1.    What need do you fulfill?
• Morning breakfast in the form of bread and coffee.
• Provide other need (snack, candies, drinks, over the counter meds) for on the go customers.
• Treats for those with a sweet tooth.
2.    Why does it matter?
• Workers in the area need a place to get their morning good before the day starts.
• Keep a traditional product
3.    What do you do differently than your competitors?
4.    Can you prove this?
5.    What adjectives would your best client use to describe you?
6.    How would a stranger off the street describe your work environment?
7.    What "me too's" should we avoid?
8.    Define your culture in one word?
9.    Define your work in one sentence?

Company choices

So I haven't made a concrete decision but I have approached a few companies and a friend of mine who has a strong connections in the small business world, has offered some assistance to help me find a company looking to currently rebrand themselves. But here is a list of my current choices with a brief summery of the company and some other info.

El Panzote Mexican bakery

Located half an hour outside of the city this bakery offers a large assortment of traditional Mexican pastries. In speaking with the co-owners he mentions that being located on a highway his customers are mostly those who are passing by. His loyal customers are labor workers headed to the fields in the early hours. He expressed a desire to get more customer from the local suburbs ( which are located as close as ten mins away) to the city folks. This is where an online presence will play into effect. This company will require a decent amount of both print and digital work which will be fun. Although the owner enjoyed the idea of a new idea he also expressed a fear in losing his humble identity so building this client relationship maybe difficult even if the client is aware that he does not have to use my work.

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Opticá Latina 

A local eyecare/glasses/contacts franchise that caters the Hispanic market. Mostly family owned this company has been around for a while and in recent years has learned the importance of design in a company. They have a desire to take the company to national level (Missouri, Kansas, soon Texas and Nevada) and they want a new brand. Many may not see it as a exciting company but in this world you may not alway get exciting projects so its important to learn to still be excited about new work regardless of the subject(unless the subject is against your moral views of course). Lucky for me I have previously worked with this company before for a short project they are a fun group of people that are open to new fresh ideas. Along with the typical collateral they also need internal designs such as updated and personalized patient forms, employee handbooks, franchise manuals and such. It maybe an exciting project after all.

**the next few choices I have not spoken to yet but are on my list to meet next**

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El Camaronsito restaurant 

A Mexican restaurant that specializes in Mexican seafood, yum. Located 15 mins from the city on the kck side of town. It's unique in its choice to be seafood based but still has to stand out in the crowd of numerous Mexican joints in town. Restaurant's are a typical choice but I like food so it would be exciting to design menus, to-go bags, napkins, paper cups, and all that fun stuff. Plus I want to explore design the keep a companies culture without the sometimes insulting stereotypes that come with Mexican restaurants.

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Lutfi's fried fish

More fish! Well around here Lutfi's is not as we'll known as it could be. it's the last food joint before you enter downtown from the Main Street. That's a great location but sadly it doesn't get much attention even though the food is great. The logotype it currently has often gets it confused for Luffi's which is probably not helping. The challenge here is that everyone knows I'm good when it comes to Hispanic culture stuff, it's kind my thing, but want to how I can design outside of that realm.

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more too come