A Concept is:
- A plan or Intention
- Something that formed in the mind
The aim of the workshop is to create a concept for either a new/fictional restaurant, hotel or bar within Leeds in the groups we had been placed in.
In our groups were asked to pick one piece of paper which would either be 'restaurant' 'hotel' or bar which would determine what business we were developing a concept for. We were also asked to pick three pieces of paper each containing a word, the idea is that we ultimately pick one of the words and use it to develop our concept.
When developing our concepts we need to consider:
- Needs - Your client's needs
- Who is your target audience?
- What is it's purpose? Potential customers? Current customers? Potential volunteers? Students?
The three words we were given were:
Curtain - A piece of material suspended at the top to form a screen, typically movable sideways along a rail, found as one of a pair at a window.
Clock - A mechanical or electrical device for measuring time, typically by hands on a round dial or by displayed figures.
Court - A tribunal presided over by a judge, judges, or a magistrate in civil and criminal cases or Be involved with romantically, typically with the intention of marrying.
We were also given 'Bar' which is the business we would be proposing.
We began by producing a spider diagram for each of the three words of things or words we associated with the subject, which was a particularly effective technique to devise possible concepts for the bar.
However, we were encouraged by Lorraine to explore these ideas further, perhaps going off on a tangent in order to create something perhaps less 'obvious'.
Ellen came up with the idea of creating a bar which would have a 'Prison' theme, devised from the idea of 'doing time' which relates to the word 'clock' we were originally given.
We believe this is the strongest concept of those we devised as the gimmick would be enough to entice our target audience into the bar without being too 'tacky'. Therefore we produced another spider diagram of design decisions for the bar such as name and colour scheme as well as other gimmicks which were appropriate for the prison themed bar such as location and the drinks menu.
Needs - Your client's needs?
Our client requires a branding and identity that is reminiscent of the concept of the bar, which is quite individual and the target market in which it is aimed at.
Who is your target audience?
As leeds already has several bars and clubs which are aimed at the student target market, we decided to target our bar at the young professionals market. We also felt that choosing this target market would enable us to create a more sophisticated branding for the bar and well as being able to charge more for drinks etc.
What is it's purpose? Potential customers? Current customers? Potential volunteers? Students?
The purpose of our bar is to entice the young professional market to our bar, by creating an experience that they perhaps have not seen before.
Initially we had trouble on deciding upon a name, as although we like the idea 'Bars' and 'Sentence' which are appropriate to the concept, we felt that they were perhaps too reminiscent of the names of student bars or theme nights which would not be appropriate for our target audience of sophisticated, young professionals.
We eventually chose the name 'Contraband'. We felt this was the most appropriate as the definition of the word is the smuggling in of items into prison which are considered illegal or are not allowed which also relates the concept of our bar, where the customers are drinking in a prison.
Using the name we had chosen, Emily was then able to mock up some initial ideas for the logo and branding for our bar.
Using the initial sketches by Leo, we began with the idea of incorporating imagery of prison bars within our logo, which we all agreed was effective in terms of branding. However for our final logo we chose a simplistic white sans serif font on a black background as we believe this modernist design would be more in-keeping with our sophisticated 'young professionals' target market.
For the interior of our bar, we wanted to keep the features as close to the original ones of the prison as possible in order to put emphasis our concept of a bar in a prison as this is our main selling point. During our initial research we found a hotel called Het Arresthuis in the Netherlands which had been converted from a prison, keeping most of the original architecture and features which inspired our ideas for the interior of our bar.
Once we had made these design decisions, as a group we decided we decided upon the drinks we would serve in our bar and the type of music which we would play.
Needs - Your client's needs?
Our client requires a branding and identity that is reminiscent of the concept of the bar, which is quite individual and the target market in which it is aimed at.
Who is your target audience?
As leeds already has several bars and clubs which are aimed at the student target market, we decided to target our bar at the young professionals market. We also felt that choosing this target market would enable us to create a more sophisticated branding for the bar and well as being able to charge more for drinks etc.
What is it's purpose? Potential customers? Current customers? Potential volunteers? Students?
The purpose of our bar is to entice the young professional market to our bar, by creating an experience that they perhaps have not seen before.
Once we had decided on the overall concept for our bar, we were able to use this to inform us when brainstorming possible names.
Initially we had trouble on deciding upon a name, as although we like the idea 'Bars' and 'Sentence' which are appropriate to the concept, we felt that they were perhaps too reminiscent of the names of student bars or theme nights which would not be appropriate for our target audience of sophisticated, young professionals.
We eventually chose the name 'Contraband'. We felt this was the most appropriate as the definition of the word is the smuggling in of items into prison which are considered illegal or are not allowed which also relates the concept of our bar, where the customers are drinking in a prison.
Using the name we had chosen, Emily was then able to mock up some initial ideas for the logo and branding for our bar.
Using the initial sketches by Leo, we began with the idea of incorporating imagery of prison bars within our logo, which we all agreed was effective in terms of branding. However for our final logo we chose a simplistic white sans serif font on a black background as we believe this modernist design would be more in-keeping with our sophisticated 'young professionals' target market.
For the interior of our bar, we wanted to keep the features as close to the original ones of the prison as possible in order to put emphasis our concept of a bar in a prison as this is our main selling point. During our initial research we found a hotel called Het Arresthuis in the Netherlands which had been converted from a prison, keeping most of the original architecture and features which inspired our ideas for the interior of our bar.
Once we had made these design decisions, as a group we decided we decided upon the drinks we would serve in our bar and the type of music which we would play.
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