Video Ethnography and field research
The Bushe bakery and pastry have updated its format to «fast slow food» cafes. Now it is the urban cafes with live show kitchen and the author’s menu. There are the complete meals with soups, salads, steaks, meat and fish, pasta, grilled vegetables in addition to bread and desserts. Therefore there is a need of rebranding including the redefining of the brand platform and visual concepts.
The consulting work consisted in the clarify of the brand values. It was necessary to develop the idea of informal and open-minded space organically integrated into the rhythm of modern life. Brand positioning was defined as «cloud kitchen». We have interpreted this concept as an opportunity to organize your day as it is convenient. For example, you can have a quick snack or take food to go, without being distracted from affairs or you can have a full dinner, not bothered with cooking at home, or meet up with friends over a cup of coffee.
The main visual changes of the brand are in the logo. The updated version got rid of the superfluous details. The font became more modern, while retaining recognizability. The brand color scheme was changed from the traditional brown and beige to more dark brown and bright yellow. In addition, there are the color gradation and new colors in the corporate style. Green color is destined for the kitchen identity, yellow is for breads and pastries.
The number of visitors is constantly increasing, so it is also necessary to breeding streams for those who makes purchase of takeaway food and those who eats in the cafe. We used the approach of design-thinking approach in response to this problem. The essence of design-thinking is in generation of nonstandard ideas, focusing on the reality and human needs, ideas prototyping, its testing and implementation. We have conducted the 22 hours of field researches with photo and video fixation in the cafe to find the more effective decision.
It was found that the main problem is not only in the breeding streams. First, the Bushe’s cafes have low level of the space zoning. Second, people don’t know about the new format. The designers, realizing this, have reimagined the all brand communication media and made them the prototypes.
We have created the signage of cass to takeaway food, street-line and menu boards. All of this helps visitors to quickly navigate in the space, take place in a queue, explore with the menu and make a choice.
The new brand identity is based on the practical design solutions. The prototypes had proved their efficiency in real conditions and now updated materials will help the Bushe to be successful in the new format.