Brief 5: CQF Submission Boards

5. CQF Rebrand Boards by Emily Fairbank

Rebranding this Deli's logo and identity is project I have wanted to do for myself for a while. It is such a fantastic store with a very good reputation but the logo and visual identity that it currently has is uninspiring and doesn't represent the Deli well at all. As well as the logo, the website is very poorly put together and doesn't provide viewers with much information about the deli; there are unnecessary pages typography that would make anyone want to run in the other direction! I the second part of this brief was to mock up a website with the new brand identity, and to make it more function, visual and a representation of the amazing quality of homemade and locally sourced products the Deli sells. I wanted to design a large range of high quality packaging; the deli prides itself on its low packaging, low wastage that easy to recycle, making my design a bit more limited that I originally intended. Overall, I am very happy with the logo I designed, I have got some good feedback from the people who use the Deli and said it is much more appropriate.

Brief 5: Website Redesign Proposal

CURRENT WEBSITE

Source: http://www.chadlingtonqualityfoods.com/index.html

The current website is not one of the aesthetically pleasing things I have seen. The only good aspect of the site is the pictures are good quality. There are too many pages with useless information and badly designed, and a very poor representation of the Deli which is friendly, organic, high quality and pack full of exiting foods. There are 7 pages in total, and I think that it is only really necessary to have four pages which have drop down menus for other relevant sections; making the page much easier to navigate around and less disorganised. I am proposing there only needs to be a; homepage, about page, menu page and contact page. I also want to completely change the colour scheme of the website, and make it more relevant to it being for a village shop / deli. The concept for the website design is to focus on the high quality foods, and have the website more image based rather than unnecessary text as for as website, viewers prefer to see the shop and products rather than read about it. I want to make the website look smart, well organised, relevant to the brand identity and a to promote the foods the deli sells. 

This is one of the unnecessary pages that I will be removing - the information is pointless and doesn't change so it is hardly a promotion, just badly laid out page of images and text. 

This is by far the worst pages out of the whole website...! Apart from it being completely pointless and a very poor celebrity endorsement, the use of three different bright colours together along with black text is uninspiring and looks childish. 

For some reason, the typeface of 'Chadlington Quality Foods' is completely different from the other six pages, but at leaste the colour of it doesn't stick out like a sore thumb on the page!

DESIGN DEVELOPMENT

THE REDESIGN

Brief 5: Updated CQF Labels

Brief 5: Developing the range of labels

Brief 5: CQF // Developing Identity & Foiling

Business Card

From the feedback in the final crit yesterday, it was mentioned that on my blog the CQF business cards design on brown stock with gold foiling looked good, so I tried it out.

I chose two brown stocks, that were close to the colour of the brown logo, the darker stock seemed to foil much more effectively than the lighter brown.

Foiled Business Cards.pdf by Emily Fairbank

Bill Books

I also foiled a range of Bill books for the Deli as the majority of its customers are locals and so have monthly accounts there, which are all written down and signed for in small books.

Foiled Bill books.pdf by Emily Fairbank