BACKGROUND INFORMATION
Located across from Howard University in Washington, DC, Howard Delicatessen is a small, casual, “hole-in-the- wall”, family-owned takeout deli that has been a staple in the community since 1923. Howard Deli has withstood decades of changes of the surrounding area. The Deli serves breakfast and lunch sandwiches, chips, snacks, sweet tea. They specialize in “SandwIches, Coffee and School Supplies. Howard Deli caters to Dc school-age students and Howard University students. They are open until 3 pm during the week and until 12 on Saturdays. Historic and current photos of Howard students, celebrities, important newspaper articles fill the shop. They stand for recording history. The shop is own by Kenny Gilmore (56) and was founded by his godparents - two Italian immigrants, Frank and Mary Guerra.
THE PROJECT
The objective of this project is to create a consistent and recognizable brand and branded environment for the Howard Delicatessen. While the Howard Deli is intentionally preserves history, its interior and exterior is outdated. This establishment has not had trouble keeping its doors open. But, a more appealing look and a refined brand will bring even more business to the Deli, making this “hidden gem” more visible.
PRIME OBJECTIVE
To establish a nostalgic, student-friendly, clean and modern visual brand for Howard Delicatessen. Brand Words:
• Vintage / Historic
• Student-Friendly
• Quick
• Family and Community Oriented
TARGET MARKET
The target audience includes:
Existing Clients (Shaw-Howard residents, Howard University students, neighborhood school children)
Existing Clients (Shaw-Howard residents, Howard University students, neighborhood school children)
DESIGN REQUIREMENTS
• Design must follow modern trend and be consistent and cohesive across all platforms (deliverables)
• Design must be nostalgic and exude current character
• Design deliverables must be transferable, relatively easy to manage and be produced
• Must include the quote: “It’s made with love.” (A quote from the owner from his interview with Washington Post’s Nikita Stewart)
• Design deliverables must be transferable, relatively easy to manage and be produced
• Must include the quote: “It’s made with love.” (A quote from the owner from his interview with Washington Post’s Nikita Stewart)
