Muto Izakaya
Advertising campaigns made for a Japanese restaurant based off a business analysis.
Client
Muto Izakaya
Year
2019
Project Type
Graphic Design
Campaign Overview
Research
User Persona
The purpose for this visual marketing strategy assignment was to choose a local business to analyze and create an advertising campaign for them. To do so, I had to research their target audience, look at potential competitors, create a unique selling proposition and more.
The business that I chose to analyze for this visual marketing strategy assignment was Muto Izakaya, a Japanese restaurant that I would frequent before. In order to analyze this restaurant's purpose and identity, I came up with a creative brief, I did a SWOT (strengths, weaknesses, opportunities and threats) analysis and I created two personas that would best match their target audience.
To best match what type of tone I should use for the advertising campaign, I had to think about what type of voice and personality the restaurant exuded. I found that Muto Izakaya had a friendly, polite and vivid voice and personality. Based off of that and past google and yelp reviews, I created two personas that best fit their target audience for the marketing campaign. I found that their past customers had been at an age range that varied from college students to older parents.
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Visual Analysis
Mood Board
Typography
I observed the use of typography, color and imagery in their previous website to create a mood board. For the typography, the fonts are san serif fonts. The Helvetica font is straightforward and easy to read, while the Arial Pro Rounded gives a sense of friendliness and playfulness. The color scheme is a good mix of dark and bright colors. The darker colors could represent a more professional side while the brighter colors bring more upbeat attention. The imagery gives off a night bar type of mood but the lighting gives the food an appetizing and appealing effect.
Advertising Campaign
Presentation
Self Reflection
Combining my research and visual designs, I made three advertisement campaigns for Muto Izakaya. Each campaign has a different purpose: to introduce a new menu item (sushi rolls), to inform the audience about the restaurant’s catering services and to also promote a lifestyle. Each advertisement is set using different sized mediums such as a billboard, a poster and a website advertisement.
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I felt that this project was a great learning experience to work on understanding color theory and improving my typography. I wasn't aware of how much time and knowledge went into creating a brand identity until completing this project. I also appreciate the critiques given by peers and my professor to better my skills in graphic design.
