Elmwood Brief

Elmwood gave us an hour to work in groups of 4 to pitch a concept for a business idea we were given. I worked on this with Alex, Melissa and Eva, we had to work on a toast cafe.

We were told specifically to think about the name, aesthetics, tone, and story of the brand we were creating.

Name
Butter Side Up: Appropriate because of the link with Sunny Side Up, which links to eggs and breakfast. The link to the word sunny in particular gives of a positive message.

Aesthetics and Tone
Comfortable, Relaxed, Cosy and Homely: Given that people tend to eat breakfast in the morning when they're tired the atmosphere of the cafe needs to feel all these things to make the customer feel like they're eating in their own home. The aesthetics will be rustic and hand-drawn to match this.

Brand Story
Someone dropped their slice of toast and it defied the laws of physics to land butter side up, they thought it was a sign and were inspired to dedicate their life to providing people with their perfect slice of toast.