Brief 1 - Rationale

With the research and initial branding completed, I decided on writing up a rationale to bring it all together to show exactly what I am aiming to achieve in this brief and the concept behind the brand.

Rationale

This brief is to create branding and collateral for a high-end Italian bakery/cafe. The brand name ‘fonte de vita’ translates to ‘source of life’ - a reference to what bread was often representative of and referenced as in the bible. This is in reference to the strong religion present in Italy.

Many Italian-based stores play on the stereotypes of Italy, often using rustic style design and approaches to all areas of branding. However this is not a fair reflection of what Italy is today. With brands such as Lavazza, Natuzzi and Ferarri, it shows that italy is full of contemporary, stylish and innovative brands and lifestyle.

This brand will be reflective of this lifestyle in the use of a simplistic and stylish approach to branding and design. An influence from the modernist era will also play a part in the overall aesthetic of the brand, in the use of specific typefaces and simplistic style design.

Full brand guidelines will enforce consistency across all media. A full identity will be utilised across a number of media, including product packaging, in-store collateral and promotional materials.