B R A N D I N G W R I T I N G S : :
(Followings are part of all propositions written for holistic branding. Some are confidential and not to reveal.)
Brand Positioning 品牌定位
視生活．是藝術
Brand DNA 品牌構成圖譜
Superb Food (Taste)
Delightful Arts (Sight)
Exclusive Reading (Intellect)
品牌建構策略 Branding Strategy
01.| 形象廣告 Thematic Advertising
Les Artistes Café & Art Gallery is a upstairs cafe that provides a menu of western cuisine and non-alcoholic beverage, with additional space selling simplified Chinese books regularly and exhibiting collection of arts from local individual artists periodically.
Concept :
Where cakes become painting, while paints become your flavor
Execution :
Visually mixed tubes of oil paint with items of food & beverage
Body Copy :
咖啡餐點被大腦反射認定是愛慾的惡賊，往往置身於唯美的藝術展品中，也搶先偷走了在享受美術的味蕾，還好的是剩下了可嚐到味道，嗅到芬芳的視覺網膜。
視生活．是藝術
Les Artistes Café & Art Gallery
香港銅鑼灣電氣道96號萬愷大廈1樓
＋852 3426 8918
http://www.lesartistes.com.hk
02.| 全線策動出版 Through-The-Line Publishing
“To Be” magazine is an established local printed periodic exploring words & visuals, and also is published by Drezier Communications
Concept :
Reinforce her cultural aspect along with food & beverage
Execution :
Les Artistes Café collaborates with “To Be” magazine snowballing intellectually & economically
“To Be Something” – a monthly e-magazine published online containing short writings, comics, photographic works, poems and book reviews
http://www.tobesomething.com – an independent domain hosting the e-magazine website which is written by Drezier Communications
03.| 策略性廣告 Tactical Advertising
“To Be” magazine has to announce to her reader splitting an e-magazine “To Be Something” online
Concept :
Splitting a new e-magazine from the original established magazine
Execution :
Splitting a pair of cards into two new hands on Blackjack table
Body Copy :
二〇〇五年八月推出《TO BE》新生號
二〇〇六年四月與 Les Artistes 攜手分冊出《TO BE》網上別冊
TO BE SOMETHING
優閒式文化藝術網上月刊
網址：www.tobesomething.com
04.| Content Contribution Below-The-Line 徵稿策動
“To Be Something” e-magazine is published monthly online targeting 40-50 pages of contents. In a long run, it has to invite contributors to sustain its operation and build its readership
Concept :
No matter it’s good or bad, some will be gathered and they will appreciate
Execution :
Pixels and square-like Chinese characters were deliberately small that viewer must read very close, in such a way viewer will be look like flies gathered around (no matter they like it or not)
Body Copy :
要是喜愛，甚麼也不理會。不是盲，只是比誰也看得更寬罷了！
簡簡單單，沒有過多的東西，只尊重本體上純粹的本質，功能上能提供某些文化藝術養份，縱使體附虛擬框子，這也是好東西、好的心靈飼料。
無論是零零碎碎的點子、抑或千千萬萬小方塊都是製作多樣性東西的好材料。不管某某是誰、誰喜愛某某，懇請盲目地獻上某些手繪點子或方塊創作，好讓某某分享某某的好東西。
投稿請致函網上郵箱：submission@tobesomething.com
TO BE SOMETHING
網上文化藝術月刊 : //www.tobesomething.com
05.| Promotion Below-The-Line 推廣策動
“To Be Something” e-magazine must build its readership thus cafe’s customers
Concept :
No matter it’s good or bad, the more you see the better you will be
Execution :
Compound-eye view of a fly
Body Copy :
看更寬. / SEE MORE.
TO BE SOMETHING
網上文化藝術月刊 : //www.tobesomething.com
C L I E N T : :
Les Artistès Café & Gallery
| Food & Beverage
| Causeway Bay, Hong Kong
S C O P E : :
Holistic Branding
| Concept Development
| Brand Identity
| Identity Applications
| Web Identity
| Publication & Writing
| Advertising & Conception
P R O J E C T : :
| Café located upstairs
| Space for art gallery
| Simplified Chinese books for sale
| Consignment corner available
| Advertising for café & gallery
| Collaborating with To Be magazine
| Publishing online art magazine
| Programming the website
| Promoting publication
| Seeking for contributors
| Writing contributions
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