Giraffas C on cep t Book

11 Seminário Como Ingressar
Giraffas Concept Book
no
Mercado
Norte-Americano
BOLDLY BRAZILIAN. DARINGLY DELICIOUS.
ENTS – Fonts & Tagline Lock-Up
Um pouco da nossa trajetória…
for the Giraffas brand. All copy should appear
Gotham Bold. The exceptions to this rule are
AZILIAN TWIST ON WHAT YOU LOVE TO EAT”,
Tagline Lock-Up
The tagline is a lock-up with multiple versions
to choose from. The tagline is available in 1 line
or 2 lines which are formatted as right justified,
left justified or centered only. The font used to
create the tagline lock-up is not considered to
be part of the Giraffas font family and should
not be used to communicate any
other information.
O Giraffas está no mercado desde 1981
quando abriu o seu primeiro restaurante
The only approved versions of the tagline
em Brasilia, DF;
lock-up are shown below.
k-up, “BRAZILIAN STEAKS & BURGERS”.
e or sentence
es except for
should always
page 15.
Em 1991 começamos a franquear;
Tagline - Left Justified
JKLMNOPQRSTUVWXYZ
klmnop
r s t u v w éx uma
yz
OqGiraffas
0
das maiores redes de fast-food no Brasil e o líder
absoluto em refeições;
Tagline - Right Justified
ions. Title or
ll instances.
ed for vertical
Atualmente contamos com
mais de 400 restaurantes
espalhados por todo o Brasil.
JKLMNOPQRSTUVWXYZ
klmnopqrstuvwxyz
Tagline - Centered
2
File Name:
Giraffas_TaglineLockUp.ai
O sonho internacional…
Início das discussões
sobre
internacionalização
2006
Crise internacional e
janela de oportunidades
LOGO
2008
Primary Logo
Envio de um
profissional do grupo
para os EUA
Clear Space
Alternative Options
Usage & Rules
Parcerias e estudos de
mercado:
Apex / BACCF / Outros
2009
2010 / 2011
PLANEJAMENTO
3
E por quê os EUA???
atured in Giraffas collateral materials and
e the rich flavors inspired by our Brazilian
Photography Examples
The photos below should be used as examples of
successful Giraffas photography. New photography
should match or exceed the use of props, lighting
and food styling shown in these examples.
Custo Benefício: Maior mercado consumidor do mundo com
uma capacidade gigante de crescimento
raphy should use props, lighting, and focus to
e dining experience that is signature to
ero of all photography. Photography should
ted, but rather it should be simple and look
Vitrine para o mundo e abertura de novas oportunidades
feel like they have captured the moment of
pared. Side or background items should be
d should not distract from the food featured
y should
palette and set
nowledging the
d also suggest
ning experience.
h napkins
and bowls
alsa
ners such as,
asses,
Reconhecimento e valorização da marca
Lighting:
Lighting for Giraffas photography should
represent natural sunlight and appear to have
streamed in through a nearby window. The
food should be lit specifically to show depth
texture and juiciness.
File Name:
Picanha steak w veggies 2.jpg
File Name:
Grilled Salmon.jpg
File Name:
Quinoa Greens & Chicken Salad.jpg
File Name:
Quinoa & Shrimp Salad.jpg
Busca de conhecimento: Importar conhecimento para
melhorar
e otimizar a operação local do Giraffas no Brasil
Focus:
Selective focus should be used to feature
specific dishes and provide an authentic
experience. Focus should not be so
selective as to render the surrounding
items indistinguishable.
Food Styling:
Because many of the items on the Giraffas
menu are grilled, the food should feature visible
grill marks. Meat dishes should appear juicy
and look as though they have just come from
the grill. Salads should look freshly tossed and
ingredients should be distinguishable. Side
dishes should appear ample and may be shown
in coordinating dishes.
4
O sonho virando realidade…
ENTS – Fonts & Tagline Lock-Up
for the Giraffas brand. All copy should appear
Gotham Bold. The exceptions to this rule are
AZILIAN TWIST ON WHAT YOU LOVE TO EAT”,
k-up, “BRAZILIAN STEAKS & BURGERS”.
Tagline Lock-Up
The tagline is a lock-up with multiple versions
to choose from. The tagline is available in 1 line
or 2 lines which are formatted as right justified,
left justified or centered only. The font used to
create the tagline lock-up is not considered to
be part of the Giraffas font family and should
not be used to communicate any
other information.
The only approved versions of the tagline
lock-up are shown below.
e or sentence
es except for
should always
page 15.
Tagline - Left Justified
JKLMNOPQRSTUVWXYZ
klmnopqrstuvwxyz
0
Tagline - Right Justified
ions. Title or
ll instances.
ed for vertical
JKLMNOPQRSTUVWXYZ
klmnopqrstuvwxyz
Tagline - Centered
ELEMENTOS GRÁFICOS - hierarquia da logomarca e cores
GRAPHIC ELEMENTS – Logo and Color Hierarchy
C^RObSR:]U]1]Z]`
1]Z]`>OZSbbS
Bg^SAbgZS
B`O\aWbW]\OZ>OZSbbS
5]bVO[0]ZR
/0123
89:;<
@ABCD
OPQR
XYZ[\
`abcd
pms 152
North Miami (Julho 2011)
5
pms 1375
pms 226
pms 631
pms 368
accent palette
material accent
!"#$
5]bVO[0]]
5]4]`eO`R>OZSbbS
/012
89:;<
@ABCD
OPQR
XYZ[\
`abcd
pms 152
pms 1375
File Name:
Giraffas_TaglineLockUp.ai
pms
White
152
brand palette
pms
White
152
brand palette
pms 226
pms 631
accent palette
pms 1375
!"#$
material accent
O sonho virando realidade…
LOGO
Primary Logo
Clear Space
Alternative Options
Usage & Rules
ELEMENTOS GRÁFICOS - hierarquia da logomarca e cores
GRAPHIC ELEMENTS – Logo and Color Hierarchy
C^RObSR:]U]1]Z]`
1]Z]`>OZSbbS
Bg^SAbgZS
B`O\aWbW]\OZ>OZSbbS
5]bVO[0]ZR
/0123
89:;<
@ABCD
OPQRS
XYZ[\
`abcd
pms 152
North Miami (Julho 2011)
6
pms 1375
pms
White
152
brand palette
pms 226
pms 631
pms 368
accent palette
material accent
!"#$
5]bVO[0]]Y
5]4]`eO`R>OZSbbS
/0123
89:;<
@ABCD
OPQR
XYZ[\
`abcd
pms 152
pms 1375
pms
White
152
brand palette
pms 226
pms 631
accent palette
pms 1375
!"#$
material accent
Ajustes e Adaptações…
atured in Giraffas collateral materials and
Photography Examples
The photos below should be used as examples of
successful Giraffas photography. New photography
should match or exceed the use of props, lighting
and food styling shown in these examples.
Conceito:
raphy should use props,
lighting,
and focus
to
• De
Fast
Food
no Brasil para Fast Casual nos EUA
e dining experience that is signature to
• Evitar a concorrência direta de grandes redes americanas
• Segmento que mais cresce nos EUA (quebra de paradigma)
e the rich flavors inspired by our Brazilian
ero of all photography. Photography should
ted, but rather it should be simple and look
Cardápio:
pared. Side or background items should be
• Pequenos ajustes nos produtos oferecidos levando-se em
d should not distract from the food featured
consideração o público e os hábitos locais de consumo mas
Lighting: preservando a essência do que é oferecido no Brasil
feel like they have captured the moment of
y should
palette and set
nowledging the
d also suggest
ning experience.
h napkins
and bowls
alsa
ners such as,
asses,
Lighting for Giraffas photography should
represent natural sunlight and appear to have
streamed in through a nearby window. The
food should be lit specifically to show depth
texture and juiciness.
File Name:
Picanha steak w veggies 2.jpg
File Name:
Grilled Salmon.jpg
Público Alvo:
• Mudança importante de posicionamento
Focus:
Selective•
focus Brasil
should be usedtemos
to feature
um apelo mais popular e forte penetração
specific dishes and provide an authentic
experience. Focusinfantil
should not be so
selective as to render the surrounding
items indistinguishable.
• Nos EUA buscamos uma renda familiar mais alta com uma
faixa etária entre 18 e 44 anos
Food Styling:
Because many of the items on the Giraffas
• areQuestão
menu
grilled, the food should
feature visibleDesafio em atender aos Brasileiros e o Público
Étnica:
grill marks. Meat dishes should appear juicy
and look as though they have just come from
Local
the grill. Salads should look freshly tossed and
ingredients should be distinguishable. Side
dishes should appear ample and may be shown
in coordinating dishes.
File Name:
Quinoa Greens & Chicken Salad.jpg
Identidade Local e Visual:
• Design, Lay Out e Logo
7
File Name:
Quinoa & Shrimp Salad.jpg
8
9
10
11
12
13
14
15
16
17
Estratégia de entrada e expansão…
ENTS – Fonts & Tagline Lock-Up
for the Giraffas brand. All copy should appear
Gotham Bold. The exceptions to this rule are
Tagline Lock-Up
The tagline is a lock-up with multiple versions
to choose from. The tagline is available in 1 line
or 2 lines which are formatted as right justified,
left justified or centered only. The font used to
create the tagline lock-up is not considered to
be part of the Giraffas font family and should
not be used to communicate any
other information.
Primeiro Restaurante (2011):
• 100% capital próprio
AZILIAN TWIST ON WHAT YOU LOVE TO EAT”,
k-up, “BRAZILIAN STEAKS & BURGERS”.
The only approved versions of the tagline
Financiamento (2011/2012):
lock-up are shown below.
e or sentence
• Criação do Girainvest Brasil para entrar de sócio na operação
es except for
should always
Tagline - Left Justified
americana
page 15.
milhões para a operação
J K L M N •O Levantamos
P Q R S T U V W R$
X Y 35,5
Z
klmnopqrstuvwxyz
0
ions. Title or
ll instances.
ed for vertical
Restaurantes Próprios (2012/2014):
• Entender o mercado
• Buscar reconhecimento e penetração da marca
Tagline - Right Justified
Transição para Franqueados (2014/2015):
• Cinco dos nossos dez restaurantes foram transferidos
JKLMNOPQRSTUVWXYZ
Crescimento com Franquias
(2016 em diante):
Tagline - Centered
klmnopq
stuvwxyz
• rConsolidação
na Florida e abertura de novos estados
18
File Name:
Giraffas_TaglineLockUp.ai
Crescimento e reconhecimento…
2015$
2014$
2013$
2012$
2011$
•  Restaurantes$
•  1$
•  Restaurantes$
•  2$
•  Restaurantes$
•  3$
•  Restaurantes$
•  3$
10 Restaurantes
LOGO
Primary Logo
Clear Space
Alternative Options
Nos últimos anos, o Giraffas tem
conquistado o seu espaço dentro do
segmento em que atua e por três
anos consecutivos está entre os TOP
100 Movers & Shakers entre as
redes de Fast Casual nos EUA, tendo
alcançado a décima terceira posição
em 2015.
Usage & Rules
19
•  Restaurantes$
•  1$
Nossos planos: 2016-2020…
atured in Giraffas collateral materials and
Photography Examples
The photos below should be used as examples of
successful Giraffas photography. New photography
should match or exceed the use of props, lighting
and food styling shown in these examples.
2016
Abertura de 5 novos restaurantes
e dining experience that is signature to
Fechar o ano com 15 pontos em funcionamento
e the rich flavors inspired by our Brazilian
raphy should use props, lighting, and focus to
ero of all photography. Photography should
2017
feel like they have captured the moment of
Abertura de 10 novos restaurantes
pared. Side or background items should be
Fechar
o ano com 25 pontos em funcionamento
d should not distract from the
food featured
ted, but rather it should be simple and look
y should
palette and set
nowledging the
d also suggest
ning experience.
h napkins
and bowls
alsa
ners such as,
asses,
2018
Abertura de 25 novos restaurantes
Fechar o ano com 50 pontos em funcionamento
Lighting:
Lighting for Giraffas photography should
represent natural sunlight and appear to have
streamed in through a nearby window. The
food should be lit specifically to show depth
texture and juiciness.
File Name:
Picanha steak w veggies 2.jpg
File Name:
Grilled Salmon.jpg
Focus:
Selective focus should be used to feature
specific dishes and provide an authentic
experience. Focus should not be so
selective as to render the surrounding
items indistinguishable.
2019
Abertura de 50 novos restaurantes
Fechar o ano com 100 pontos em funcionamento
Food Styling:
Because many of the items on the Giraffas
menu are grilled, the food should feature visible
grill marks. Meat dishes should appear juicy
and look as though they have just come from
the grill. Salads should look freshly tossed and
ingredients should be distinguishable. Side
dishes should appear ample and may be shown
in coordinating dishes.
2020
Abertura de 50 novos restaurantes
Fechar o ano com 150 pontos em funcionamento
File Name:
Quinoa Greens & Chicken Salad.jpg
20
File Name:
Quinoa & Shrimp Salad.jpg
Views -1700 sq. ft
Views -1700 sq. ft
Giraffas Versão 2.0
Perspective 1A – Left View
Giraffas Food Court
Perspective 2A – Right View
GIRAFFAS OPPORTUNITIES ASSESSMENT | June 23rd, 2015
6
FRCH | DESIGN WORLDWIDE | 311 ELM ST. CINCINNATI OH 45202 | 513.241.3000
GIRAFFAS OPPORTUNITIES ASSESSMENT | June 10th, 2015
GIRAFFAS | FOOD COURT CONCEPT | 2013. 09. 25
7
FRCH | DESIGN WORLDWIDE | 311 ELM ST. CINCINNATI OH 45202 | 513.241.3000
21
GIRAFFAS | FOOD COURT CONCEPT | 2013. 09. 25
Why Not???
ENTS – Fonts & Tagline Lock-Up
for the Giraffas brand. All copy should appear
Gotham Bold. The exceptions to this rule are
AZILIAN TWIST ON WHAT YOU LOVE TO EAT”,
k-up, “BRAZILIAN STEAKS & BURGERS”.
Tagline Lock-Up
The tagline is a lock-up with multiple versions
to choose from. The tagline is available in 1 line
or 2 lines which are formatted as right justified,
left justified or centered only. The font used to
create the tagline lock-up is not considered to
be part of the Giraffas font family and should
not be used to communicate any
other information.
The only approved versions of the tagline
lock-up are shown below.
e or sentence
es except for
should always
page 15.
Tagline - Left Justified
JKLMNOPQRSTUVWXYZ
klmnopqrstuvwxyz
0
Tagline - Right Justified
ions. Title or
ll instances.
ed for vertical
JKLMNOPQRSTUVWXYZ
klmnopqrstuvwxyz
Obrigado!!
Tagline - Centered
[email protected]
www.giraffas.com
22
File Name:
Giraffas_TaglineLockUp.ai