@CyprusKitchenSC www.cypruskitchen.co

Cyprus Kitchen rebrand

Selection If a design is selected, the winner will receive: £300 cash (£200 cash for their submission and a further £100 for further development based on the clients feedback).

A high profile brand rolled out A great portfolio piece Lots and lots of Kudos!

About “My passion stems from my Cypriot and Armenian heritage and the social and family gatherings which are always centred around fantastic and epic meals. I started Cyprus Kitchen in my London flat by running a handful of successful supper clubs to paying guests in 2015. I wanted to expose the underrepresented cuisine of Cyprus which although has links to Greece is better and more accurately described as eastern Mediterranean and middle eastern. In 2016 I wanted to reach more people and I hit the markets of London as a street food/festival trader and private hire caterer.”

Aims and objectives • To rebrand Cyprus Kitchen, giving it a more contemporary, appropriate

feel. Allowing it to feel like the more professional brand it has become.

• To build an air of mysticism and eastern promise that eludes to attainable culinary luxury.

• The chosen branding application needs offer and suggest something more than the name does - stopping it being pigeonholed as Greek.

Target audience • Young Professionals • Upwardly mobile

middle-classes aged 20-50.

• Mon-Fri at busy lunch markets in central London locations.

• Weekends middle class families and hipsters at farmer type markets or very well known London food destination markets.

Current brand perception Street food stand selling posh Greek kebabs

Objective brand perception - Not as Greek and far more varied. - Cypriot cuisine is best described as Levantine - a region of the eastern mediterranean where Asia minor, Europe and Africa have made their influences known. Similar dishes are found in Egypt, Israel, the Lebanon and Persia as well as Greece. - The food is deliciously tasty, healthy, fresh and diverse. - The brand needs to be looked upon as high quality and fresh deli-type experience

Tone of voice

A playful character. A seductive but fun tone. Nigella Lawson meets…someone witty.

Deliverables Brand assets • Logo (including use for social) • Colour palette • Primary and secondary font for use on video and print materials • Any other assets felt necessary

Brand application • Market stand signage, through to suggested in store branding • Attire for staff • Website and social application • Food Packaging

Next steps Monday 13th Launch Brief Full briefing and questions for client

Wednesday 29th Check in, 10am - 2pm For all participating students to show work-in-progress and receive creative direction

Thursday 6th April final submission strictly 4pm Entrants are required to submit their entry by 4pm via email to Kingsley. The entrants will be filtered and the best selections passed to the client to review the submissions.

Monday 24th announcement If a design is selected, the student will be announced and introduced to Nick to progress the project.