The Design Conspiracy : This one has kept the design very simple and classy. It looks good. Professional. OrgAnarChieBRAND VISION AND DESIGN BRIEF
BRAZIL, 1982 FOOTBALL ANARCHY The Design Conspiracy : We’re hooked. Great picture. Love the heading. The least orthodox, most exciting collection of footballers we’ve ever witnessed. Coach Tele Santana’s primary goal wasn’t to win, but to put on a show. They shunned the rigour of 4-4-2 to field four forwards. Their best player was a doctor. They defied convention. And it was wonderful.
The Design Conspiracy : Straight into the brand. No messing. Good stuff. “Not a café, but a laboratory of wholesome chaos” - what a fantastic phrase. OrgAnarChie ORGANIC ANARCHY A place that embraces spontaneity, disorder, the unknown. A place where inconsistency is applauded. A place that does what it wants to do. Not a café, but a laboratory of wholesome chaos.
The Design Conspiracy : See how concise this is? And how authoritative that makes it sound? ORGANIC ANARCHYHAS TWO RULES1. GO 100% ORGANIC. NO EXCUSES.2. CHAMPION THE CAUSE OF NON-CONFORMITY.
WHY?1. IT’S YOU. OrgAnarChie is inherently eclectic – from the randomness of the name to the different personalities of the co-owners. 2. IT WORKS.We are chemically programmed to seek out and enjoy the new and unexpected – the brain even releases a shot of dopamine when we encounter it.3. IT’S WORKING.Time Out awards and rapid expansion demonstrate that the random nature of the ‘accidental brand’ model is already yielding results. In a city of chains, urbanites crave the individual.
The Design Conspiracy : “Things run out.” What a lovely way to describe a menu. THE FOODNO MENU Everything’s a daily special. FLAVOUR COLLISIONSA melee of gastronomic influences. The only guarantee is an organic origin.A FOOD FRACAS Thing’s run out. Desserts are the only thing for sale. Waiters bring you little extras they think you might like.
THE PLACETHE ANTITHESIS OF McDININGNo uniforms. No ‘serving sizes’. No homogeneity.FUN OVER PROFITA business whose first desire is to provide an organic food experience people enjoy.CARPE ARTICULUS No two visits are ever the same. No two branches are the same. A constantly experimental and evolving environment.
The Design Conspiracy : Shame this went over the edges. THE CONSUMERLikes to dip their toe in the ‘alternative’ lifestyle, but is intrinsically bourgeois. Would live in Shoreditch, but never Hackney Central.Enjoys feeling like they’ve discovered something, but more likely to pick things up via friends or the Sunday supplements. Began getting excited about food during ‘first wave Jamie’ back in 1998. More a Nigel Slater kind of person now, but also loves the experimental Heston Blumenthalapproach to cookery.Eats at Leon and Square Pie, but is worried that they will succumb to the Starbuck’s effect.Favourite day of the week is Saturday when they get to graze on all manner of ‘streetfood’ from Borough Market all day.A seasoned ‘Sunday Spitalfielder’, they crave the same experience all week long.
THE DESIGN BRIEF TO CREATE A VISUAL STRUCTURE FOR SPONTANEITY. Allow individual, disorderly expressions of OrgAnarChie to be expressed. Facilitate a visual free-for-all. Think ‘stylishly inconsistent’. The Design Conspiracy : Doesn’t end well. This bit of the brief is good, and we thought we knew where you were going but another slide on the brief would have been even better.