Crave Redesign

Project Breif

I was given the opportunity to create a new brand for Crave, a pub located inside the Medicine Hat College. Our class was separated into five groups of three and asked to create a new brand for the business using our newly obtained marketing skills. My group's rebrand was chosen.

Motion Design Graphic
Motion Design Graphic

The Brand

After doing a brand stack analysis we decided a destination brand would fit the pub best. We wanted students to stay on campus and eat at Crave rather than leave. The new brand is more playful and fun. The beer stein icon resembles a destination marker, doubling as a mascot for the brand.

Logo Variations

Motion Design Graphic

Brand Colors

Motion Design Graphic

Targeted Audience

The target audience is college students since the restaurant is located within the Medicine Hat College. To narrow down this demographic I found a primary and secondary archetype from Geotribes that aligned with the interests and profile of our college students.

Archetypes

Primary: Independents

Average age 27
Heavy internet users.
Buy, cheapest, latest, best discounts, favourite brand.


Personal Values:

Social status
Friendship
Pleasure


Interests:

Nightlife
Eating out
Night clubs
Rock/jazz music
Team sports

Secondary: Twixters

Average age 22.
Heavy internet users.
Buy, most popular, latest, cheapest, authentic.


Personal Values:

Success
Public Image
Career


Interests:

Night clubs
Sports
Board games
Video games
Casinos

College Students

Age 20-34
All Ethnicities
All Genders
Unmarried
Childless
$35, 000 /yr

Interests

Socializing
Nightlife
Easy meals
Sports
Travel
Internet

Motion Design Graphic

Motion Graphics

To continue the playful nature of the brand I decided to create some social media motion graphics to advertise the new food and drink options coming to Crave.

Motion Design Graphic

Project Wrap Up

Our designs were chosen making our brand a success. This rebrand helped me focus on my marketing skills, allowing me to improve critical decision making in regards to brand creation. I will link our full case study here.