Touro Lounge & Social is a business design concept for a street food start-up project that revolves around the exquisite craft beer experience. The journey through curating a brand identity, packaging design, and menu design encapsulates the essence of hand-crafted beer, a convivial social atmosphere, and leisure experience.
Duration 3 weeks
Role Research, Visual Designer
Tools Illustrator, Photoshop
Specifications Visual Identity, Packaging Design, Menu
CONTEXT
As the first project for my Visual Communication II course, we were presented with a street food start-up project brief encapsulating the creation of a captivating brand identity, innovative packaging design, and thoughtfully curated menu design for a centralized product. Presented with a range of enticing product options, including organic homemade chocolate, Mexican street-food and snacks, boba tea or kombucha tea, and microbrewery hand-crafted beer, I aimed to embrace a challenge that would push my creative boundaries. With a desire to embark on a significant learning curve and explore an uncharted territory, I opted to dive into the world of microbrewery hand-crafted beer.
Product Options:
Organic homemade chocolate
Mexican street-food & snacks
Boba tea or Kombucha tea
Microbrewery hand-crafted beer
MARKET RESEARCH
To initiate my market research, I delved into the local landscape of competitors to gather valuable business insights. After an online search of local breweries and social drinking establishments, I embarked on immersive visits to a few of the popular locations. These on-site experiences allowed me to personally engage with their products, explore their menus, absorb the unique atmospheres they offered, select the ideal target audience, and establish the project concept.
Competitors & Moodboard
5x5 Brewing Co.
76 Bar & Kitchen
University Drafthouse
80s Brewery
Target Audience
Comprised of individuals aged 20 to 40, both male and female, who possess a sense of curiosity and are either first-time drinkers or enthusiasts eager to explore new flavors. This audience segment gravitates towards social drinking experiences and seeks to discover novel taste sensations within the realm of craft beers.
BUSINESS CONCEPT
Touro Lounge & Social fuses the world of craft brewing with an inviting social haven, redefining the landscape of contemporary dinning ventures. A curated array of in-house, local, and regional craft beers are meticulously crafted to cater to the discerning palates of beer aficionados. Rooted in the essence of communal enjoyment, Touro Lounge & Social's immersive experience extends to its packaging design, providing a visual narrative that mirrors the brand's commitment to craftsmanship. This commitment further shines through the crafted menu, where flavors from the brews harmoniously intertwine with culinary excellence. Prepare to embark on a gastronomic journey that encapsulates the art of brewing while fostering a vibrant social haven, placing Touro Lounge & Social at the forefront of innovation within the realm of dinning enterprises.
VISUAL IDENTITY
The objective was to establish a visual identity characterized by its cleanliness, sophistication, and a touch of masculinity, encapsulating the essence of hand-crafted beer, a convivial social atmosphere, and leisure. The concept of masculinity drew my focus to a bull (touro in Portuguese), symbolizing diligence and resilience. This imagery evokes the idea of beer as a well-deserved reward for dedicated efforts. In selecting the typeface, the intention was to strike a harmonious balance between an elevated essence and a laid-back vibe. For the color palette, the chosen hues are reminiscent of evening and night skies, mirroring the time of day when beer is savored as a gratifying respite following a day's hard work.
Logo Ideation
Sketches & Feedback
Color & Type
Drafts
Final
LABEL DESIGN
The Touro Craft Beer design showcases three distinct beer varieties: Bufford Lager, Slinger Pale Ale, and Honker Blonde Ale. Drawing inspiration from the world of bulls, the beer product nomenclature is rooted in bull-related terminology. The label design pays homage to the European origins of craft beer, featuring a backdrop that evokes the essence of cityscapes and landscapes. Brewing, historically associated with winter, led to the term "lager" (derived from the German "lagern," meaning "to store"), which involved using ice to cool beer during warmer months. To illustrate this transition from cool to warm temperatures, the chosen color palette artfully represents the journey from bottle base to top. As for the Slinger Pale Ale, renowned for its approachable nature, a serene and cool color palette has been chosen to perfectly complement its easy-drinking character. For the Honker Blonde Ale, renowned for its fruity profile, a gradient ranging from orange to yellow effectively captures its zesty essence.
Drafts
MENU DESIGN
Front
Inside Left
Inside Right
Back
Final
Beer Glass
Coaster / Business Card Keepsake
REFLECTION
This endeavor drove me to elevate my skills and enriched the creative journey that culminated in the comprehensive realization of the Touro Lounge & Social business concept, encapsulating a captivating brand identity, innovative packaging design, and thoughtfully curated menu. It was the first time I was exposed to research in the realm of visual design. I was able to understand the vital role research plays in creating effective visual communication and the know-how to tailor the information gained to accomplish the objectives of this project, and all future projects. It was an avenue that allowed me to explore an uncharted territory and harness my design expertise to redefine the visual landscape of the brand.
