Vinyl:
The vinyl would be placed on the shops windows, to entice the masses as they pass the shops, and to communicate the values of the brand. There would be two types of vinyl, the icon and logotype, and a pattern to represent the overall aesthetic and identity of the shop whilst simultaneously communicating core values such as fun and creativity. It also reinforces one of the used tag lines of Erdenbürger, "join the plant based party", as the patterns convey movement and spontaneity.
Vinyl is cheap and easy to produce on a mass scale, and should remain consistent throughout all stores. Vinyl runs in fluorescent colours meaning the green is as similar to the on screen design as possible.
Tote bags:
The bags are screen printed in order to achieve an accurate desired colour for the fluorescent green. There is also a 'hand made' feel to the bags which communicates the environmental values of a vegan lifestyle and reinforces core beliefs of the company, providing a sustainable and environmentally friendly solution for carrying goods, and also subtly promotes the waste of plastic bags.
As for distribution, these tote bags could be limited edition and given out at the launch of the first Erdenbürger establishments depending on funds, or they could be sold via the website for fans to buy and support the chain.
T-shirts:
With the same principles as the tote bags, the tshirts could be a fun way to promote the brand through purchase online, OR they could be a uniform item for employees, reinforcing the icon in consistency with the rest of the company and establishments. This will increase visability of the brand with the vibrant minimal design, those who see it will be curious to find out what it means/what it's about.
Menus:
Menus will be displayed on each table within the chain, and also on the counter where you can place an order. Having a physical menu heightens the professionalism of the company. The menus are printed on eco friendly thick stock, keeping them durable and able to stand individually without bending. They have been screen printed to achieve the fluorescent shade.
Since the restaurant sells many burgers, it's a good idea to have a place for them so people can freely decide what to order without becoming overwhelmed, there is also customisable options, with the toppings and sides accentuated with the fluorescent rectangles, making them stand out amongst the other relatively text heavy information.
Booklet:
The booklet aims to educate and inform a willing audience who will be dining in the Erdenbürger restaurant. Copies will be distributed on each table so anyone can read at their will.
The idea was to explain heavy facts of what animal agriculture is doing to our animals, our planet and our health, in the most lighthearted way possible, without compromising on the truth. The bright shade of green still features throughout, lightening the composition and balancing out the black and white imagery.
This information correlates well with the information placed on the Erdenbürger website regarding veganism, meaning anyone can access this information from home or dining in the establishment.
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