BRIEF UPDATE : Brand a Bar : Concept Change

After sitting down with Lisa and analyzing our brief we have decided we need to be more specific from the start so we brainstormed various ideas and concepts for bars. Thinking about interesting themes. Our target market is for drinkers who like to try something a bit more quirky than your average pub. We decided to list a load of concepts and themes in order to try and get an over view of our ideas
Theme Brainstorm

• Pirate Bar
• Festival Indoor Bar
• Traditional
• 90's Video Games
• Memorabilia
• Rainforest
• Tropical
• Circus
• Artistic
• Games
• Optical Illusion
• Networking
• Culture Inspired
• Space
• Underwater
• Spa Bar
• Holiday 
• Insect (bush tucker)
• Maze Bar
• Haunted
• Science 
• Outdoor
• Cave 
• Film
• Music 
• Ice
• Fire
• Heaven / Hell
• Stocks
• Garden

After looking back at our list of possible ideas we realized that quite a few of them overlapped, there were quite a few outdoor style themes which we decided we could link with culture. We decided a good route to go down would be the jungle outdoors, traveling type experience bar, we feel this will appeal to the right target market.
 
It will be aimed at young professionals or students who like to explore the world and experience new things. With this in mind we decided the jungle theme would be perfect. After researching a bit into the jungle we started looking into shamanism and playing on this as a concept.

We thought it might be an interesting experience to bring the jungle to the city. Where customers can go explore "the Jungle" and get served by the "Shamans" in our bar. This offers an interesting and different experience from the average pub or bar. We think it would be a good idea to create new and exciting drinks that take inspiration from the rainforest and the traditions and cultures that are practiced there.

Shamanism Definition:
"Shamanism is a practice that involves a practitioner reaching altered states of consciousness in order to encounter and interact with the 'spirit' world."

After looking a bit into shamanism we thought that the definition was perfect, because technically when you consume alcohol it definitley alters your state of consiousness, just not necessarilly in the physchedilic sense of the shaman. But we thought that we could play on this concept and push and work the idea.

Some shamans believe that every plant has a spirit and when you consume that plant you intereact with the spirit, with different plants having different effects. We thought it could be a interesting idea to give shamanic descriptions of what each encounter with the different alcoholic spirits has on the person. This also gives us the chance to work with some copy, trying to think of tag lines and consistent descriptions which will help to build on the brand.


Jungle / Rainforest Brainstorm Research Ideas

• Amazon
• Aztec
• Natural 
• Tribes
• Native
• Jungle Drinks
• Flowers
• Plant Spirits
• Rituals
• Culture
• Animals
• Greenery
• Bush Tucker
• Insects
• Makeup
• Art
• Symbolism
• Rivers
• Weather
• Myths

Research Plan

Primary: 

• Photograph Bars Interior
• Photograph Bar Branding and products.
• Survey on peoples experience with different alcohol

Secondary:

• Jungle Culture
• Plant Spirits
• Visual Research - Tribal Art
• Shamanism
• Shamanic Symbols
• Rainforest Drinks
• Jungle Inspired cocktails
• Bar Branding and Promotion
• Location
• Branding Strategy
• Print Methods
• Stock
• Design Styles

Boards:

• Research Boards
• Visual Research
• Symbolism, patterns, animals, plants
• Design Styles
• Typography 

Amended Brief

Context

The Jungle is a magical place full of plants, wildlife, danger and beauty. All over the world there are communities of people who live amongst the dense undergrowth. There are over 200 tribes in the Amazon rainforest alone each living their life in the wild. Many tribes have shamans in their community. Shamanism is a practice that involves a practitioner reaching altered states of consciousness in order to encounter and interact with the spirit world, which in a way is what alcohol does, altering the state of consciousness, and interacting with a different type of ‘Spirit’ world.

Brief or Tasks

Collaboratively produce the concept and branding for a jungle themed bar. Physical examples of the promotional products will be required. Consider how you can promote and publicize the bar and also take into consideration the interior aesthetics. The branding needs to run throughout the establishment. Think about all the promotional items a bar might need and what else might make your bar stand out.

Preparation / Research Suggestions

-       Concept Bars

-       Unique Themes

-       Who is the audience?

-       Promotional Products

-       Cocktails

-       Plant Spirits

-       Shamanism

-       Interior Design

-       Symbolism / Visual Research

-       Advertising

-       Interior Décor / Arrangement

Evidence – for this project students should submit

-       Branded promotional items

-       Business cards

-       Menus

-       Beer mats

-       Advertising

-       Interior Design